©2015 EverString Presented by Jim Walker VP Marketing, EverString Anna-Maria Kröner Marketing Manager, Perkuto Kristen Malkovich Solution Architect & Marketo Champion, Perkuto The Intersection of Predictive and Account-Based Marketing
©2015 EverString
Presented by
Jim WalkerVP Marketing,
EverString
Anna-Maria KrönerMarketing Manager,
Perkuto
Kristen MalkovichSolution Architect & Marketo Champion,
Perkuto
The Intersection of Predictive and Account-Based Marketing
©2015 EverString
A practitioners approach to building an ABM plan
Jim Walker, VP Marketing :: June 2016
©2015 EverString
A practitioners approach to building integrating an ABM into your plan
Jim Walker, VP Marketing :: June 2016
Take part in the conversation!
©2015 EverString
Website
Marketing Activities Across Lifecycle
Search Engine Marketing
Banner Ads & Retargeting
Nurture Emails
Website
EverString Outbound
Broad Scale Events
Field Marketing
ACQUISTION
ACQUISTION & AWARENESS
EDUCATION & AWARENESS
Social
CustomerOPPSQLSALMQLMELOpen
©2015 EverString
Website
Marketing Activities Across Lifecycle
Search Engine Marketing
Banner Ads & Retargeting
Nurture Emails
Website
Outbound
Broad Scale Events
Enterprise Marketing
ACQUISTION
ACQUISTION & AWARENESS
EDUCATION & AWARENESS
Social
CustomerOPPSQLSALMQLMELOpen
ABM
EverString
©2015 EverString
Components of your plan
▪Your target account list▪Data preparation and discovery▪Account based “personalized” messaging▪Defining your plays▪Engineering a new account based field org▪Measuring success
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©2015 EverString
Website
Using predictive to define an audience
Search Engine Marketing
Banner Ads & Retargeting
Nurture Emails
Website
Outbound
Broad Scale Events
Enterprise Marketing
Social
CustomerOPPSQLSALMQLMELOpen
ABM
EverString
©2015 EverString8
Account Selection… the old way
©2015 EverString9
“To give your sheep or cow a large spacious meadow is the way to control him”
-Shunryu Suzuki
©2015 EverString
ABM starts with Audience Selection
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ABM starts with
Audience Selectionis the process of using
data to identify the most relevant prospects…
So you can market and sell to the right prospects, even
if they are not in your funnel
©2015 EverString
Use Case Page
Predictive: How it works
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What are my segments?A segment is defined to effectively identify the right audience to receive a message. Often the message is product related, but can also be for an individual campaign or even just a territory. Please reference the following uses cases for more
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Create & upload seed listA seed is a list of companies that represent the segment you would like to communicate. This is a simple list of company names and URLs
EverString
Use Case Page
Apply filters, create segment, deliver insightWithin EverString, use an intuitive wizard to apply filters and create your segment. You can then synchronize your segment with your CRM and Marketing automation, assigning accounts into segments and delivering valuable insights
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Run your campaignsUse your existing marketing tools to create campaigns using your predictive segments
Use Case Page
Use Case Page
24
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©2015 EverString
Enterprise Marketing: Account Specific
Within Enterprise accounts the normal lifecycle will be augmented /modified within tiers
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Segment 150 Tier one accounts
selectively chosen
Segment 2Approximately 200
tier 2 accounts
Segment 3Those not found in
other segments
Direct Touch 1 x
Direct Touch 2 x
EverString Day/EBC Experience x
Custom Landing/Resource Page x x
Custom Newsletter x x x
Enterprise Nurture Path x x x
Event Treatment x x x
SEGMENTS
©2015 EverString
How to: Account Based Marketing
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Account Research & Information
Use a specialized SDR to research &complete
the signal list and identify individuals
Run a mini- marketing organization around each account to develop account persona and explicit content
Data Preparation
Map leads to accountsImprove data quality
©2015 EverString
How to: Account Based Marketing
14
Account Research & Information
Use a specialized SDR to research &complete
the signal list and identify individuals
Run a mini- marketing organization around each account to develop account persona and explicit content
Messaging Account Personas
Create a persona for the account to drive
message
Data Preparation
Map leads to accountsImprove data quality
©2015 EverString
Understand Your Sphere of Influence
VP MarketingYour buyers boss. In smaller orgs, the buyerInfluence: HighMarketing Ops
Responsible for managing marketing automationInfluence: High
Sales OpsResponsible for managing CRM and reporting
Influence: Medium
VP SalesUltimate beneficiary of our valueInfluence: Medium
acquire
manage
demonstrateBuyerDemand GenSales Ops
©2015 EverString
Understand Your Sphere of Influence and the role of account
VP MarketingYour buyers boss. In smaller orgs, the buyerInfluence: HighMarketing Ops
Responsible for managing marketing automationInfluence: High
Sales OpsResponsible for managing CRM and reporting
Influence: Medium
VP SalesUltimate beneficiary of our valueInfluence: Medium
acquire
manage
demonstrateBuyerDemand GenSales Ops
ACCOUNT PERSONA
©2015 EverString
Account Based Marketing Plays
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BUYER Physical Mailer Email Nurturing Invite to Micro Event SDR Call w/ALL
Targeted Display Postcard Email Nurturing SDR Call w/ ENGAGED
INFLUENCERS
opportunity
story
©2015 EverString
Enterprise Marketing: Regional Events
▪Each enterprise rep will be given a budget (credits) and a menu of items they can plan in region
▪Marketing will create & support “canned” events
▪Reps with close partnership with SDRs will need to support in region, & within account to help drive demand strategy
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Event Impact Cost
CMO Dinner high 4
Level 2 Dinner medium 3
Sporting Event low 3
Panel/Speaking Event high 5
Regional Show medium 2
Each region will control its own destiny each quarter for regional events
©2015 EverString
Account Based Marketing & Measurement
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opportunitymarketing influence
©2015 EverString
Account Based Marketing & Measurement
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It’s all about the journey• Influence: How much are we influencing deals as
they flow through the buying processAcceleration: how quickly this move to opportunity
• Depth: here does the handoff happen to sales?
opportunitymarketing influence
©2015 EverString21
Key Takeaways• Map ABM to where it makes sense, for us it was enterprise• Your plan doesn’t have to boil the ocean… use the
components of the plan that are right for you now• You can run traditional and ABM at the same time, perhaps
aligned around your GTM• ABM cuts across the entire funnel• Get the accounts selection right, without it ABM can get
pretty expensive
@jaymce
THANK YOU!
©2015 EverString
Getting Started
▪Workshop with Sales!▪Training/education/communication▪Survey
▪Create Personas▪Identify the types of people that are the decision makers for your campaign
▪Tailor your campaign messages to them▪Use dynamic content in Marketo and segmentations
▪Map your buying cycle▪Utilize RCE; map the buying cycle to your campaigns
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©2015 EverString
Execute Campaigns
▪ABM Tiers▪Tiered campaigns▪Persona mapping
▪Campaign building and execution▪Reporting▪What actions will you take?
▪Rise and repeat
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©2015 EverString
Questions & Answers
Anna-Maria KrönerMarketing Manager
@Annariak
Jim WalkerVP Marketing
@jaymce
Kristen MalkovichSolutions Architect & Marketo Champion
@kristen_malk
Presented byThe Intersection of Predictive and Account-Based Marketing
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