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Page 1: #FlipMyFunnel Austin - Jim Walker - A Practitioners Approach to Building An ABM Plan

©2015 EverString

A practitioners approach to building an ABM plan

Jim Walker, VP Marketing :: June 2016

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©2015 EverString2

WHAT?

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©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

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©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

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©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 measure your success

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Page 6: #FlipMyFunnel Austin - Jim Walker - A Practitioners Approach to Building An ABM Plan

©2015 EverString

Website

Using predictive to define an audience

Search Engine Marketing

Banner Ads & Retargeting

Nurture Emails

Website

Outbound

Broad Scale Events

Enterprise Marketing

ACQUISTION

ACQUISTION & AWARENESS

EDUCATION & AWARENESS

Social

CustomerOPPSQLSALMQLMELOpen

ABM

EverString

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©2015 EverString7

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ABM starts with Audience Selection

A

A

A

A

A

B

ABMstarts with

Audience Selection

The process of using data to identify your

target accounts

Model your best customer and derive targets from all

accounts in the world

B

B

CD C CC D C

C C CC D C

CC DD C C

DC D C C D C

D C CC C D

DC DC D C

A A

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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 xDirect Touch 2 xEverString Day/EBC Experience x

Custom Landing/Resource Page x x

Custom Newsletter x x xEnterprise Nurture Path x x xEvent Treatment x x x

SEGMENTS

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©2015 EverString

Understand Your Sphere of Influence

VP MarketingYour buyers boss. In smaller orgs, the buyerInfluence: HighMarketing Ops

Responsible for managing marketing automation

Influence: High

Sales OpsResponsible for managing CRM and

reportingInfluence: Medium

VP SalesUltimate beneficiary of our valueInfluence: Medium

acquire

manage

demonstrateBuyerDemand GenSales Ops

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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

contentMessaging

Account Personas

Create a persona for the account to

drive message

Data Preparation

Map leads to accounts

Improve data quality

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©2015 EverString

How to: Account Based Marketing

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Develop and run explicit

plays

Physical Mailer Email Nurturing Invite to Micro Event SDR Call w/ALL

Targeted Display Postcard Email Nurturing SDR Call w/ ENGAGED

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©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 CostCMO Dinner high 4Level 2 Dinner medium 3Sporting Event low 3Panel/Speaking Event high 5Regional Show medium 2

Each region will control its own destiny each quarter for regional events

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©2015 EverString

How to: Account Based Marketing

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Who What How Measure

A sub of your current

reporting framework

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THANK YOU

Key Takeaways 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 and all those that operate within it

Jim Walker [email protected]

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