Invoca’s ABM Journey Julia Stead, Director of Demand Gen @juliastead
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Invoca’s ABM JourneyJulia Stead, Director of Demand Gen
@juliastead
Spring 2015 – Big Marketing Challenges to Overcome• Quickly grow our pipeline without substantially increasing
budget
• Get better engagement and results from current campaigns
• Close more opportunities
@juliastead
With any given marketing campaign (trade show, CPL programs, inbound leads), only a small % were actually potential buyers of Invoca.
@juliastead
= low program engagement= low lead to opportunity conversion rates= no clear way to scale pipeline growth without major increase in marketing budget
@juliastead
The Solution: ABM
= low program engagement= low lead to opportunity conversion rates= no clear way to scale pipeline growth without major increase in marketing budget
@juliastead
Our ABM Timeline
May 2015 • Learned about ABM and attended sessions at
SiriusDecisions Summit in Nashville• Spoke with peers, industry Analysts, and key tech
providers
@juliastead
July 2015• Developed initial roll-out framework for campaign structure• Began account selection process with sales
Our ABM Timeline
May 2015 • Learned about ABM and attended sessions at
SiriusDecisions Summit in Nashville• Spoke with peers, industry Analysts, and key tech
providers
@juliastead
July 2015• Developed initial roll-out framework for campaign structure• Began account selection process with sales
August 2015• Launched initial test ABM campaigns with email, direct mail, and sales
outreach
Our ABM Timeline
May 2015 • Learned about ABM and attended sessions at
SiriusDecisions Summit in Nashville• Spoke with peers, industry Analysts, and key tech
providers
@juliastead
July 2015• Developed initial roll-out framework for campaign structure• Began account selection process with sales
August 2015• Launched initial test ABM campaigns with email, direct mail, and sales
outreach
October 2015• Revised account selection and management process• Rolled-out omnichannel campaigns on larger scale, including display
Our ABM Timeline
May 2015 • Learned about ABM and attended sessions at
SiriusDecisions Summit in Nashville• Spoke with peers, industry Analysts, and key tech
providers
@juliastead
Flipping The Funnel: ABM Model
@juliastead
Master list of desirable accounts
Refined account list by territory (25/75)
Data validation with predictive analytics
Identify Accounts 1
@juliastead
Built out relevant and accurate contact lists for each ABM account:
• Leveraging 3rd party tools + with manual prospecting research by SDR team
• Initial goal of 3 contacts per account (more for large enterprises, fewer for SMB)
Expand: Find the right people2
@juliastead
Built out relevant and accurate contact lists for each ABM account:
• Leveraging 3rd party tools + with manual prospecting research by SDR team
• Initial goal of 3 contacts per account (more for large enterprises, fewer for SMB)
Invested in LeanData platform to get holistic view of accounts:• Matching leads to known accounts• Automatically matching leads & converting contacts to target
accounts
Expand: Find the right people2
@juliastead
We rolled out ‘omnichannel nurturing’, so contacts get a consistent set of messages across all channels, that progress hem through their path to purchase.
Engage: Leverage all channels
Direct Mail Email Display SDR outbound
3
@juliastead
Measuring Results and Advocacy
Switched to multi-touch attribution model, to measure impact of all ABM campaigns
4
@juliastead
Main KPIs
• Total amount of influenced pipeline ($)
• Pipe to spend ratio across all ABM programs (goal: 10x)
• Overall conversion rate (%) and win rate (%)
• Compare conversion and engagement rates for ABM campaigns vs previous
Measuring Results and Advocacy4
@juliastead
Measuring Results and Advocacy
Secondary KPIs
• Isolating specific channels to measure uplift impact (display)
• Number of engaged ABM accounts (%), portion of engaged contacts within ABM accounts (%)
4
@juliastead
• Increase in total pipeline after beta ABM programs launched: 1.8X more pipeline than last 2Q
Results
@juliastead
• Increase in total pipeline after beta ABM programs launched: 1.8X more pipeline than last 2Q
• Pipeline to spend ratio for beta ABM programs: 26X
Results
@juliastead
• Increase in total pipeline after beta ABM programs launched: 1.8X more pipeline than last 2Q
• Pipeline to spend ratio for beta ABM programs: 26X• Lift in opportunity creation rates when ABM display
campaigns were added: 50-200%
Results
@juliastead
Related Documents
