The Role Of Email In An ABM World - MRP · 2019-12-21 · marketing updates on email over any other platform11, making it the preferred channel for consumers. Above all, email has

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The Role Of Email In An ABM World

IS YOUR ABM PROGRAM SET FOR SUCCESS?

IS YOUR ABM PROGRAMSET FOR SUCCESS?

1 https://www.itsma.com/abm-beyond-revenue-two-rs/2 Ibid3 https://www.marketingcharts.com/customer-centric/lead-generation-and-management-822914 https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/do-you-really-understand-how-your-business-customers-buy

One of marketing’s biggest challenges has always been justifying budget. Account Based Marketing (ABM) provides the right revenue-accountable environment for marketers to not only justify but optimize their marketing investments. In fact, 87% of B2B marketers agree that ABM delivers a higher ROI than any other marketing activity.1 Research has shown that 84% of organizations that have successfully implemented an ABM strategy report improvement in their reputation. And a further 74% report improvements in their business relationships.2

Unfortunately, the true success of ABM is often obscured by vendors and agencies that either lack a proper understanding of this strategy or are looking to varnish their existing o�erings with the gloss of ABM hype.

But it is only as powerful as the marketer’s ability to identify and deliver consistent, relevant messages across those channels.

To achieve this, ABM must be much more than just a list of accounts and a new stream of media or messages. It cannot work in isolation, nor can it be a channel-based point solution.

THE MISSING KEYOne of the greatest opportunities in ABM today is to integrate the insights and messaging power of B2B marketing’s most valuable communication channel: email marketing.

This gap between ABM practitioners and their vendors represents a mountain of lost opportunity. Regardless of the existence of an ABM program, B2B marketers send millions of emails per month and their ability to use these e�orts to learn about target account interests is wasted, and the customer experience and content strategy of every one of those emails is disconnected from the account based messages they were intended to receive.

Could ignoring email be the reason why your strategy is incomplete and not delivering on the promise of ABM?

As B2B buying cycles become increasingly complex, marketing teams are feeling even more pressure to provide performance at scale across multiple channels and platforms. Research shows that B2B buyers consume content from at least six channels before making a purchase decision.4 Despite the available technology, B2B messaging is often too focused on product features, overlooking customer sentiments and needs. Truly personalized account engagement begins with real-time insights and is realized when you trigger coordinated actions across delivery channels.

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RESILIENT, ADAPTABLE AND EVOLVING: HOW EMAIL CONTINUES TO DRIVE LEAD GENERATION

IS YOUR ABM PROGRAMSET FOR SUCCESS?

In 2018, nearly every tech journalist on the lookout for a downfall story, set out to investigate and comment on the apparent demise of email. They claimed that email was on a downward slope to obsolescence, thanks in large part to Millennials and Gen-Z, who preferred chat platforms and social media. And yet, as of 2018, there are 3.8 billion active email users worldwide who send and receive nearly 281 billion emails per day.6 That’s a lot of emails. And these numbers show no signs of reducing.

Meanwhile, organizations are struggling to capture their customers’ attention through the cacophony of messages, often resulting in an onslaught of marketing content that is either irrelevant, mistimed, or on the wrong channel. It is no wonder then that 53% of consumers consider most emails irrelevant and label them as spam.7

This is where ABM plays a vital role. ABM helps marketers coordinate their messaging across these channels to ensure buyers have a cohesive buying journey. A holistic ABM strategy has the potential to deliver consistent, topical, timely and targeted messages to target accounts across channels. There is perhaps no other channel as powerful as email in accomplishing this task.

5 https://www.nngroup.com/articles/omnichannel-consistency/6 https://www.radicati.com/wp/wp-content/uploads/2017/12/Email-Statistics-Report-2018-2022-Executive-Summary.pdf7 https://dma.org.uk/uploads/misc/5a1583ff3301a-consumer-email-tracking-report-2017-(2)_5a1583ff32f65.pdf

Research shows that coordinating messaging across channels can increase the impact of marketing by 77%.5

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IS YOUR ABM PROGRAMSET FOR SUCCESS?

8 https://contentmarketinginstitute.com/2018/10/research-b-to-b-audience/9 https://content.adestra.com/hubfs/2018_Reports_and_eGuides/Econsultancy-2018-Email-Marketing-Industry-Census.pdf10 https://www.forrester.com/report/Forrester+Analytics+Email+Marketing+Forecast+2018+To+2023+US/-/E-RES14570311 https://dma.org.uk/press-release/73-of-consumers-say-email-is-their-preferred-marketing-channel12 https://www.marketingcharts.com/customer-centric/lead-generation-and-management-82291

Research indicates that 87% of B2B content marketers use email marketing for lead nurturing8, 70% of organizations generate nearly 20% of their sales from email9, and interestingly, more users aged 12–17 are using email over either Snapchat or Facebook.10 Added to that, 73% of people prefer to receive marketing updates on email over any other platform11, making it the preferred channel for consumers.

Above all, email has shown to be the preferred choice with 81% of marketers crediting it for driving conversions in the latter phases of the sales funnel.12 Clearly email, particularly B2B email, continues to be one of the most powerful and effective tactics for marketers looking to build awareness, engagement and conversion. Despite these advantages, most B2B marketers continue to treat email as a separate entity, underestimating its value and missing out on a complete ABM strategy.

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IS YOUR ABM PROGRAMSET FOR SUCCESS?

13 https://dma.org.uk/press-release/emails-roi-increases-despite-concerns-about-testing-and-gdpr14 https://expertsender.com/trendbook-2019/?utm_source=emailmonday&utm_medium=article

Research shows that personalization within email can improve a marketing campaign’s e�ectiveness by nearly tenfold.14

This is possible with data-driven analytic solutions, as email marketing no longer has to be about blindly sending emails to potential customers, like the “batch and blast” strategies of old. Instead, it becomes an insight-driven tool that allows marketers to access and converge their disconnected message streams and deploy them towards targeted account engagement. As a result, marketers gain the opportunity to stay ahead of their target accounts and adapt to their changing needs, at each stage of the buying journey.

A programmatic email solution within an ABM platform can help marketers ensure the seamless synchronization of marketing content across channels for maximum effectiveness and a renewed approach to customer experience. They accomplish this by developing a relationship-driven connection that helps shape a positive customer experience with the brand.

With an enterprise-class ABM platform capable of email marketing, organizations can differentiate themselves by making sure that every email sent is customer-specific, precisely timed, relevant and coordinated with the buyer’s journey.

The only question for marketers is: Is your ABM program up to this challenge?

THE LAZARUS EFFECT OF EMAIL MARKETINGLet’s face it, customers are exasperated by the constant barrage of online and o�ine marketing messages. In response, customers have developed the ability to filter out these messages making the role of marketers even harder. More importantly, this ability to block out content poses a threat to a company’s overall engagement strategy. After all, buyers are inundated with a ceaseless flow of content online. For organizations, this can make it very di�cult to be noticed and share their core messaging.

When email is assimilated as an integral component of an ABM strategy, it can connect the scale of marketing automation to the power of account based marketing orchestration. Email’s real value lies in its two key features: an immensely ROI-friendly deployment and its high degree of consumer preference.13 Moreover, email has survived multiple disruptions in channel communications and come out on top, delivering real results and continues to be the steady workhorse for B2B marketer, out-performing everything else from social media to paid search.

But despite this long-standing reliability, email hasn’t remained static and continues to evolve in the age of data. It is a data-rich channel that helps marketing and sales teams become more e�ective by providing a canonical view of every account relationship. Combined with ABM, email can collect, collate and track data from lists, segments and accounts, to funnel stage and revenue impact with ease.

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IS YOUR ABM PLATFORM AS ENTERPRISE

AS YOU ARE?

IS YOUR ABM PLATFORM AS ENTERPRISE AS YOU ARE?

Global enterprises form a complex machinery – operating across multiple geographies, serving multiple lines of businesses and catering to varied industries. To maximize outcomes in this arena, marketers need to find a tool that helps them connect strategy with technology. This is where ABM offers invaluable features and capabilities. However, as we’ve seen, most of the solutions on offer are woefully incomplete.

Global enterprises require an ABM platform that can meaningfully connect strategy and technology. Marketers need to take a step back and assess the tools they are working with and how much of their strategy is actually being executed. An end-to-end ABM platform needs to encompass major process flow issues, simplify complex business objectives and leverage emerging technologies to save them time, while also fostering a revenue-accountable environment. A truly integrated end-to-end ABM platform can help enterprises achieve greater marketing outcomes, faster and with greater sensitivity to their budgetary requirements.

Armed with this, marketers can maximize ABM’s potential and truly identify and prioritize the exact accounts that need their attention. Such a system can also help build tiers and lists which not only leads to greater conversions and sales, but also frees up valuable time away from consolidating data and tracking individual accounts.

Let’s not forget, the core focus of ABM is to help the business develop customer relationships which can be nurtured and deepened over time. This means that cross-functional teams need to have direct access and visibility into each customer’s journey so they can monitor their accounts as needed. A technologically advanced ABM solution can help by breaking down data silos. ABM platforms can converge data from multiple sources and offer business leaders across the company a single source of truth for the state of their marketing campaigns.

A data and analytics-driven ABM platform gives marketers the ability to not only target the best accounts but also accurately quantify the effectiveness of their marketing programs. This helps them validate their success and rapidly learn from their mistakes and stakeholders gain visibility and predict-ability down the pipeline for better revenue and performance projections.

Such a system empowers organizations to make data-driven decisions that further optimize on-going and future marketing campaigns. These requirements may appear to be a tall order for most start-up and mid-size ABM platforms. But of course, this is not every ABM platform’s story.

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While email may be one of the most highly adopted channels and likely your most prolific means to communicate, marketing automation systems struggle to operate in an account-structured environment and typically conflict with ABM programs. MRP Prelytix changes all of that. Today, marketing automation systems can become a central figure in any ABM program, allowing clients to both trigger and control account and buyer specific messages, and feed invaluable first party data back into our predictive algorithms, multiplying future success.

REALIZING TRUE ABM FOR ENTERPRISE- CLASS MARKETING ORGANIZATIONSAccount Based Marketing presents a new challenge to marketers as their core technologies employ a lead-based data architecture that provides neither the right framework for analytics nor the ability to aggregate and normalize these data across platforms and channels. As well, ABM analysis exists outside of a single platform, and includes web metrics, as well as an array of data from CRM, marketing automation and other key platforms.

To realize the value of these insights you need to put it into action right away, aligning the needs of your target accounts to your content strategy and triggering messaging across channels. An ABM program can't be a channel-based point solution. Accounts consume content across channels and email is just one of those channels.

IS YOUR ABM PLATFORM AS ENTERPRISE AS YOU ARE?8

Connecting the scale of marketing automation email to the power of account based insights and orchestrations across channels, the MRP solution is programmatic, applying insights to trigger the send of each message and coordinate content approach with other platforms. Our platform is purpose-built to simplify these complexities and equip clients with the power of target account insights and the control to manage executions across multiple channels, as well as multiple business units and global geographies.

Email is such a critical component to an ABM program that MRP have created unsurpassed flexibility for clients to succeed with it. The MRP Prelytix ABM engine enables clients to execute email drips within marketing automation systems. Uniquely positioned in the market, MRP Prelytix learns from client CRM & MAP data, augments that insight with intent and predictive scoring and then triggers interactions, across the marketing automation platform to send a series of content-specific emails that align to the prospect’s buyer journey.

While email remains an indispensable tool for B2B marketers, it’s frequently disconnected from their ABM strategy. This collaboration connects Oracle’s leading email marketing capabilities to new and growing data that sales and marketing teams use to approach target accounts.”

Pierre Custeau, Vice President of Product Management, Eloqua at Oracle.

IS YOUR ABM PLATFORM AS ENTERPRISE AS YOU ARE?

MRP recently announced its’ collaboration with Oracle Marketing Cloud to empower email marketing as an integral, orchestrated component of its account based marketing programs. The collaboration, which includes two forms of integration between MRP Prelytix and Oracle Eloqua, enables MRP clients to trigger email marketing as a synchronized piece of their ABM strategy. Clients can use a master Eloqua instance directly connected to MRP Prelytix or connect an existing Eloqua instance. This integration offers a robust, bidirectional data exchange that effortlessly coordinates Oracle Marketing Cloud deployments with ABM programs managed by MRP Prelytix.

The MRP Prelytix platform is already integrated with Eloqua and clients can immediately deploy ABM targeted email regardless of any existing marketing automation or email platform. This is particularly appealing for large enterprise clients who often need this flexibility due to internal process requirements. This reality disrupts the pattern of the typical light integrations we see in mid-market focused ABM platforms.

Eloqua and Oracle are undisputed enterprise-class organizations and paired with our in-house expertise across the globe, we make the delivery of enterprise-class ABM programs that can coordinate and synchronize email achievable. Already delivering ABM programs into 120 countries for some of the worlds’ largest B2B brands, our clients share the following differentiators between our enterprise-class capabilities and the typical startup to mid-market focused competitors:

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Solution depth and maturity MRP Prelytix is the only platform recognized by analysts as a “Leader” in both Predictive Analytics and Account Based Marketing. We currently orchestrate five channels: from email and display to tele, direct mail and sales alerts. And

finally, our account based advertising solution is the only to address enterprise-class concerns: ad fraud, ad brand governance, ad viewability,

advanced targeting that can layer multiple methodologies and ensure consistency with other channels.

Sophisticated Administration MRP Prelytix is the only ABM platform built to manage the needs of large

organizations that consist of multiple business units and geographies. Within our connected environment, you can control and simplify the complex account

targeting and reporting needs you’re certain to find.

Revenue Impact MRP Prelytix is unique in its ability to measure and optimize beyond

“Engagement” metrics like impressions, clicks and alignment with your sales brethren can only happen when your ABM program delivers actionable next

steps for qualified accounts, not just rules to claim credit when clicks and website visits reach some threshold for an account.

Enterprise data management While your prospects interact across channels, your data, campaigns and

response exist across platforms. MRP Prelytix is the only platform to pull all this together for you.

Flexible, from tech to services Each year we deploy thousands of ABM structured email campaigns for clients using our enterprise-class system, alternatively, we can connect MRP Prelytix to

any of the top MAP systems and instruct them to execute orchestrated, triggered and consistent email communications. We give you choice and control.

IS YOUR ABM PLATFORM AS ENTERPRISE AS YOU ARE?10

CASE STUDY: DELIVERING $9.7M IN QUALIFIED PIPELINE THROUGH ENTERPRISE- CLASS, INTEGRATED ABM

CASESTUDY

MRP Prelytix identified and monitored the total addressable market in real-time, monitoring billions of data points over months.

With MRP Prelytix the company was able to leverage the power of AI to monitor their customer’s intent signals across the nation by utilizing over 1,500 keywords based on their solution and value proposition. The platform also orchestrated display, re-engagement email and direct mail acceleration effort of the marketing team to generate a consistent customer experience.

MRP Prelytix was able to serve display impressions to the client of all their active accounts which showed intent signals and/or had interacted with one of their integrated campaigns. This was accompanied by display advertising imagery and mirrored messaging via emails and direct mail to further develop the brand-customer relationship. These ad creatives were reviewed and updated biweekly to optimize for the best performing messages.

Both direct mail acceleration and re-engagement programs were coordinated and orchestrated with email messaging, which was sent prior to mailer dropping and as a follow-up. These emails were used to convert pipelines while also being used as CTAs to conduct surveys.

MRP Prelytix is the only enterprise class, predictive ABM platform designed for enterprises that serve multiple geographies, lines of business and industries. It empowers these organizations to control their data, gain target market visibility and continuously scale in the delivery of the highest impact engagement strategy. Leading B2B sales and marketing organizations and businesses choose MRP for our ability to deliver and measure revenue impact across a half-dozen online and offline channels.

Our global workforce possesses industry-leading expertise across 120 countries and 20 languages. And our ability to simplify connections between insight and action using the industry's first application of real-time AI and Machine Learning sets us apart from the rest.

Powered by Kx, MRP Prelytix sits on top of the fastest streaming analytics database in the world and is tested across industries, geographies and complexities. MRP Prelytix has demonstrated its value to global organizations time and again, leading to numerous success stories and the outcomes speak for themselves.

Consider the recent success story of one of our clients - a publicly traded, multinational media company that specializes in technology solutions offering business intelligence to a number of industries, such as compliance, media, tax, law and government.

Their challenge – to execute an integrated ABM campaign that efficiently targeted new buyers for its niche technology solution in the United States, while also pursuing re-engagement efforts.

We addressed this challenge with our enterprise-class MRP Prelytix ABM platform.

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We then proceeded to integrate all these data points to determine the next best ABM action. Within four months the client could already see the pay-o�s in real revenue.

The results speak for themselves:

CASESTUDY

MEASURABLESUCCESS

27% of emailed

prospects were successfully converted

Average open rate of 20%

1,440 accelerate emails

delivered

Average click-through rate

8%

Average click-through rate

12.88%

Average open rate of 88%

3,055 re-engagement emails

delivered

1% of total re-engagement deals closed for USD 756,094 with 82% deals

still open

8% click-through rate for acceleration email interaction

12.88% click-through rate

for re-engagement email interaction

39.19% increase in

display view ability

51% of accounts converted after direct mail with one additional

touch point

16% of accounts

converted after direct mail plus two or more additional

touch points

Expanded cross-selling

opportunities to di�erent LOBs

CAMPAIGN HIGHLIGHTS

EMAIL INTEGRATED ABM RESULTS

6% of total deals closed for

USD 9.7 million with 65% deals

still open

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CASESTUDY

US TAM Identified4,300 Accounts

US TAM Engaged3,007 Accounts

US TAM in Pipe or Won878 Accounts

ACCOUNT REACH

Total Impression Served:

1,890,000 across 2,085

unique accounts

63.5% in view rate

through viewability

optimization

DIRECT MAIL

823 accelerate handwritten notes sent to prospects with a CTA to connect with Sales or visit hosted landing page for

content

2070 executive dooropener notebooks and

1655 follow-up handwritten notes sent to stalled

prospects with additional resources to connect them

to sales

IMPRESSIONS AND VIEWABILITY

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MRP Prelytix, the Only Enterprise Class Predictive ABM Platform.

For enterprise organizations that serve multiple geographies, lines of business or industries, Prelytix is the only ABM platform designed to give you control of your data, visibility into your target market and scale in the delivery of the highest impact engagement strategy.

Leading B2B sales and marketing organizations choose MRP for our ability to deliver and measure revenue impact across a half-dozen online and offline channels, our global workforce with expertise across 100 countries and 20 languages and our ability to simplify connections between insight and action using the industry’s first application of real-time AI and Machine Learning. Powered by Kx, Prelytix sits on top of the fastest streaming analytics database in the world.

Schedule a demo today to learn more about how MRP Prelytix can help your team revolutionize your marketing goals.

For more information visit: www.mrpfd.com