Building Your ABM Stack:Lego Blocks or Frankenstein?
David M. RaabRaab Associates
FlipMyFunnel AustinJune 7, 2016
Martech LayersDelivery • Web
• email• mobile• social
• search ads• display ads• sales• support/success
Decisions • orchestration• segmentation• content
management
• reporting and analysis
Data • prospects• customers
Data FunctionsLead-Based Account-Based•capture inbound or purchase list•enhance after capture•email is primary key•account table optional•mostly feed to CRM
Data FunctionsLead-Based Account-Based•capture inbound or purchase list•enhance after capture•email is primary key•account table optional•mostly feed to CRM
•start with target lists, often from CRM•enhance immediately•seek missing contacts•seek cross-channel IDs • identify by company•track company events•account table required
Decision FunctionsLead-Based Account-Based•manage each lead separately• focus on structured nurture campaigns• individual-level scores•drive to sales handoff
Decision FunctionsLead-Based Account-Based•manage by lead• focus on structured nurture campaigns• individual scores•drive to sales handoff
•manage by account• infer account buying stage and interests•react to behaviors and events (outside of structured nurture)•continuous interaction with sales
Delivery FunctionsLead-Based Account-Based•content marketing to attract leads•critical to capture visitor email•email to nurture leads•behavior-based Web personalization •topic-driven ad targeting
Delivery FunctionsLead-Based Account-Based•content marketing to attract leads•critical to capture visitor email•email to nurture leads•behavior-based Web personalization •topic-driven ad targeting
•content marketing to gather detailed data•critical to identify visitors by company•email triggered by individual behaviors•account-based Web personalization & ad targeting
Analytics FunctionsLead-Based Account-Based• lead production• lead quality•sales acceptance rates•conversion rates•marketing-sourced revenue
Analytics FunctionsLead-Based Account-Based• lead production• lead quality•sales acceptance rates•conversion rates•marketing-sourced revenue
•account identification•account insights•account penetration•account coverage•account engagement•sales velocity
Martech StackDelivery
Decisions
Data
CRM
Web CMS
Outside Data
Content
Analysis
Predictive
Success
Budgets
Projects
MAP
Social Display
SearchEventsemail phone
ABM Extensions to Martech StackDelivery • account identification for Web visitors
• account-specific personalization (Web, email, etc) • account targeting for display ads• account-specific events
Decisions • target account selection• account level orchestration, scoring, predictions• account-specific content & response tracking• classify sales opportunities and stages by account
• account monitoring and sales alerts• account analytics (penetration, etc.)• account reports in MAP/CRM dashboards
Data • prebuilt integrations with external data• assign leads to accounts, push soft link to CRM • account object in marketing automation database
Putting It Together• Check Your Foundation
– MAP account object and CRM integration• Pick Target Accounts
– Set profiles if not known– Load and enhance (from CRM and/or external)
• Assemble Account Data– Lead/account matching tools and visitor identification
• Build Account Programs– Set goals, create content, send lists to execution– Coordinate with Sales to use results
• Measure and Improve– Combine Sales and Marketing data– Set specific goals
Keep In Mind
• ABM is an extension of your stack, not a replacement
• Key ABM challenge is creating and using unified account data
• Strategy is more important than technology
Thank You!David Raab
http://customerexperiencematrix.blogspot.com/