ABM - The WD40 for Your Marketing and Sales Machine
•Télécharger en tant que PPTX, PDF•
1 j'aime•2,308 vues
You’ve heard the buzz about ABM and of course you know the importance of marketing and sales alignment, but do you really know how to most effectively leverage ABM with your sales organization to drive revenue? Join Heidi Bullock, Group VP of Marketing, as she shares the “ABM secret sauce” for driving growth and effectively aligning with sales. You’ll see how experts at Marketo use best practices in combination with marketing automation and the new Marketo ABM solution themselves, including actual results and metrics.
Recommandé
Recommandé
Contenu connexe
En vedette
En vedette (18)
Plus de Marketo
Plus de Marketo (20)
Dernier
Dernier (20)
ABM - The WD40 for Your Marketing and Sales Machine
- 1. ABM - The WD40 for Your Marketing and Sales Machine December 2016 Heidi Bullock GVP, Global Marketing Marketo @HeidiBullock
- 2. Page 2 @HeidiBullock Agenda 1. Challenges 2. Key Considerations 3. Case Study
- 3. @HeidiBullock You have a job to do but it’s getting harder
- 4. @HeidiBullock 1. Need more pipeline in the right accounts! “I have sooo much pipeline I can just go home!”
- 5. @HeidiBullock 2. Need to do more with less We still have to build 10 more marketing programs and don’t have Kate’s backfill…
- 6. @HeidiBullock 3. Marketing and Sales Need Alignment…but We don’t always see things the same way
- 7. @HeidiBullock 4. ROI on your initiatives
- 10. Section 1 – Key Considerations
- 11. Page 11 @HeidiBullock More $ to acquire, but bigger deal size, recurring revenue, cross-sell. Less $ to acquire, but higher churn and lower customer satisfaction. #1: Not All Leads are the Same
- 12. @HeidiBullock #2: Define your Revenue Model with Stages and SLAs
- 13. @HeidiBullock #3: Work back from your objective – don’t start with tactics The Central Region needs to close $2.4M this quarter – how will we get there? Need a total of 9 opps in target accounts. Program Stage Goal Est % close Analyst Field Lunch Mid 3 opps 1 opp Digital Transformation Webinar for Execs Mid 2 opps 1 opp Leadership Forum Mid 4 opps 2 opp C-level dinner Late 6 opps 2 opp Exec meeting with dm Late 5 opps 3 opp Total 20 9 opps
- 14. @HeidiBullock #4: Measure at Different Time Points Example: Target Accounts Goal = Create pipeline and revenue within target accounts Metrics = early: engagement score, mid: number of meetings, late: pipeline and pipe coverage in TAs 1 • Lift in website traffic – target accounts visiting site 2 • New names in target account (building out white space) 3 • Target accounts visiting dedicated account pages, converting 4 • Engagement score for set of programs per month 1 • Program success with a target account 2 • Call connects (target accounts) 3 • # of meetings w/in target account 4 • Marketing qualified leads (MQLs) in target account 1 • # of opportunities in target accounts 2 •First Touch Ratio 3 •Multi Touch Ratio 4 • Pipeline in target accounts Early Mid Late
- 15. @HeidiBullock #5: Be Thoughtful about your Technology
- 16. @HeidiBullock #6: Have a Few Key Metrics and Iterate to Improve Results vs.
- 17. @HeidiBullock #7: There is no ‘I’ in Team I missed my number dude. I don’t care if you generated 2000 MQLs.
- 18. @HeidiBullock • Develop a plan for both sales and marketing to execute • Agree on SLAs, definitions, metrics • Coordinate outreach • Train reps on how to use tools and programs • Get feedback • ABM is a great approach… Sales and Marketing Alignment
- 19. Section 2 – ABM Framework
- 20. Page 20 @HeidiBullock Five Steps to Account-Based Marketing Identify Accounts 1 2 3 4 Profile Accounts Launch Campaigns Measure & Analyze 5 Create Content
- 21. 1. Identify High-Value Accounts
- 22. @HeidiBullock Leverage Account Identification Tools Account Data: Niche Solution: Ex. Competitive Data: Account Scoring: etc.etc.etc.
- 23. @HeidiBullock ENT Account Scoring Model Historical Data - Win rate - Deal Size - Etc. Firmographic Data - Annual Revenue - Employee Size - Etc. 4K+ Signals - Social Media Activity - Funding - Etc.
- 24. @HeidiBullock Account Selection Process Top 20 Tier 1 Tier 2 Number of accounts 20 ~500 ~1200 Selection criteria • Sales leadership to provide • Account score = 75+ • Each rep to pick 10 accounts • Filtered out some industries: e.g. Real Estate, Non-profit, etc. • Each rep to pick 30 accounts Use predictive account score AND rep knowledge to select accounts • Tiers for target accounts • Accounts will be locked for 6 months
- 25. 2. Account Profiling and Mapping
- 26. Page 26 @HeidiBullock Account Profiling and Mapping Build a plan to focus on the right part of the organization: Gather research: • Financial health • Business initiatives • Personnel developments • Technologies • Org structure • SWOT analysis • Industry analysis Acme Industries In-depth Company Report August 2015
- 27. @HeidiBullock Account Profiling and Mapping Example
- 28. 3. Understand Your Buyer: Create Compelling Messaging and Content
- 29. Page 29 @HeidiBullock Personas / Pain Points Litmus Test: Can you create a video or write a blog this person would like? What question would you ask to identify them on your website? What does sales need to know about them? What are the main pain points they have?
- 30. Page 30 @HeidiBullock Engage Your Buyer to Stand Out E = Relevant Content + Right Time + Personal
- 31. Page 31 @HeidiBullock Map Content to Stages End User
- 32. Page 32 @HeidiBullock Website Personalization for Testing CTR: 1.37% CTR: 2.37% CTR: 1.39% CTR: 1.96%
- 33. Page 33 @HeidiBullock ABM Example Visitors from UPS Visitors from Barclays Increased opportunity stream from target accounts
- 34. 4. Develop Targeted & Personalized Campaigns
- 35. Page 35 @HeidiBullock Campaign Flow Example – with Sales!! Goal: Identify Decision Maker Email Program for Opt-ins 3. Connect: Follow- up w/ calls 1. Drive Awareness: LinkedIn, Facebook Targeting, Website Personalization 2. Engage: Field Events – Upcoming Goal: Identify Influencers Ongoing Email Campaigns 3. Connect: Follow-up w/ those who engage 1. Drive Awareness: Targeted Display 2. Engage: Direct Mail Campaigns Decision maker: Influencers:
- 37. @HeidiBullock Replicating a Webinar Program….. Email Invite 1 Email Invite 2 Email Invite 3 Email Confirmation Email Reminder Email Follow-up No Show Email Follow-up Attended Landing Page Register Landing Page Thank You Workflows List Email Invite 1 Email Invite 2 Email Invite 3 Email Confirmation Email Reminder Email Follow-up No Show Email Follow-up Attended Landing Page Register Landing Page Thank You Workflows List Copy Edit Email Invite 1 Email Invite 2 Email Invite 3 Email Confirmation Email Reminder Email Follow-up No Show Email Follow-up Attended Landing Page Register Landing Page Thank You Workflows List 22 Laborious Steps – 2+ Hours
- 38. @HeidiBullock Replicating a Webinar Program with Automation Email Invite 1 Email Invite 2 Email Invite 3 Email Confirmation Email Reminder Email Follow-up No Show Email Follow-up Attended Landing Page Register Landing Page Thank You Workflows List Email Invite 1 Email Invite 2 Email Invite 3 Email Confirmation Email Reminder Email Follow-up No Show Email Follow-up Attended Landing Page Register Landing Page Thank You Workflows List Clone Program-level fields 1. Webinar name 2. Webinar title 3. Speaker name 4. Speaker title 5. Webinar Description 6. Date 7. Time Push 8 Quick Steps – 3 Minutes
- 39. Case Study
- 40. @HeidiBullock Goal: For SMB, drive higher value deals Strategy: Leverage ABM to market and sell to higher value accounts – use vertical messaging and content – asset management Metrics: engagement with select programs (early), connect rates with SDRs, meetings accepted,(mid) pipeline created (late) Timing: month one, three months out, 1 year Questions: • Are we increasing velocity with these accounts in this vertical? • Is the ASP on average higher? • Higher win rate? ABM for SMB
- 41. Page 41 @HeidiBullock Identify Target Accounts from Lead DB
- 42. @HeidiBullock • Did they agree with the list – did they have other accounts to add? • Purchased additional contacts • Applied ‘account score’ for further prioritization • Training and key materials Battle cards Thought leadership content Pitch deck Email templates Recorded training Journey deck Worked Closely with Sales
- 43. Page 43 @HeidiBullock *VIX Index: Chicago Board of Options Exchange (CBOE) Volatility Index. Pain Points and Targeted Content Acquire Clients Retain Clients Build Client Trust
- 44. @HeidiBullock The Volatile Markets Webinar Series! 11 Attendees, 3 Opps 9 Attendees, 3 Opps 21 Attendees, 2 Opps
- 45. Page 45 @HeidiBullock *VIX Index: Chicago Board of Options Exchange (CBOE) Volatility Index. Asset Management Volatility Accelerators June 13th Brexit
- 46. Page 46 @HeidiBullock *VIX Index: Chicago Board of Options Exchange (CBOE) Volatility Index. June 13th Volatility Accelerator
- 47. Page 47 @HeidiBullock *VIX Index: Chicago Board of Options Exchange (CBOE) Volatility Index. Brexit Accelerator
- 48. Page 48 @HeidiBullock *VIX Index: Chicago Board of Options Exchange (CBOE) Volatility Index. Campaign Details and Results 22 Opps ~$1M in Sales Pipeline ACQUIRE RETAIN TRUST Email Webinars Results
- 49. @HeidiBullock Early Measurement Program Comments Metric Rating Blog Does this messaging resonate? New names from target accounts Email Campaign Is our content helpful? Open/CTR – download of asset from target accounts Webinar Series Can we engage these accounts further? Reg/Attend rate from ta’s Follow up connect rate >1/3 Field Event Can we engage these accounts further? Reg/Attend rate from ta’s Follow up connect rate >1/3 Accelerator - SDRs Let’s narrow the pool further – are any leads ready now? Meetings – sales accepted leads
- 50. @HeidiBullock Later Stage Assessment Late Indicators Metric Comments Rating Sales accepted meetings Ideally >1/3 are accepted Majority of programs met this but some did not. FT Pipeline/MT Pipeline Are we creating pipe in our target accounts? Above our goal for pipe in TAs Win rate in target accounts Is the win rate higher in target accounts versus non? 7% higher in target accounts ASP in target accounts Is the ASP higher in target accounts versus non? For won deals, notably higher
- 51. Page 51 @HeidiBullock ABM Web/Email Activity Report
- 52. Page 52 @HeidiBullock Other Questions: Which channel is best for fast opportunities? How is investment/opp trending?
- 53. Page 53 @HeidiBullock How am I doing in my Target Accounts?
- 54. Page 54 @HeidiBullock How are we doing in the Acme Account?
- 55. Thank You!
Notes de l'éditeur
- Hi Everyone and thank you for joining us today for this exciting inside sales event! My name is Heidi Bullock and I am the GVP of Marketing here at Marketo – and today I will be going through a few tips you can leverage to make your business more effective – specifically in terms of driving revenue.
- Today we are going to cover a helpful framework if you are getting started on your ABM initiatives and Mike will walk through how we leverage Marketo for our ABM programs.
- You have a job to do – but it’s harder - WHY
- Challenge #1: It seems like you always need more qualified leads and of course pipeline! You need to drive more revenue and close deals faster! In general it may feel like more is being added to your plate.
- Challenge #2: With the added demands, you or your team may feel like you have more programs to build out – including webinars, emails, landing pages, etc. If you are trying to scale up your marketing efforts, this can take you --- or your team ----some time to get done and it can be very overwhelming.
- Challenge #3: You may have some disconnect with sales around what a lead is and when they are qualified. How can you ensure your marketing and sales teams are on the same page? This is even more important if you are doing account based marketing. How do you handle getting the best leads to sales at the right time? -- and lastly….
- Challenge #4: To ensure you get the budget you need to hit your goals and protect what you have - how do you prove and demonstrate the value of your marketing programs and show overall marketing ROI? You want to be able to answer the following questions? What is your top performing channel? What is your top performing program? What would you do with more budget? What program would you cut?
- Don’t worry! We’ve got this!
- More isn’t always great for the business
- It is critical to clearly define your shared revenue model. A good model will have: Agreed upon definitions and stages Clear service level agreements – slas – ex: a BDR or SDR has 8 business hours to follow up on an Act Now Incentives If you use Marketo – you can build this out
- Don’t start with tactics.
- Measure at different time points. There isn’t just one metric that tells the entire story.
- The best way to avoid a frankenstack is to have a complete view of what your organization needs and wants to accomplish with the use of technology – without this an organization can mistakenly pick up one-off tools for specific tasks. Also, when both sales and marketing are aligned it decreases the chances of mistakenly purchasing tools that everyone doesn’t agree work best. Does the technology fill a REAL need? Do you give people time to evaluate tools – needs to be ongoing – this can be a person or committee Identify who will manage the tool
- focus on decisions that improve marketing. A key part of your planning process is to identify up-front what decisions you need to make to drive company profits, and then build your measurements to capture the right information. This means you should measure things not just because they are measurable – but rather because they will guide you towards the decisions you need to make to improve company profitability. Like the dashboard in your car, three to five metrics are all you really want. Think about the contrast with a dashboard in a 747 airplane --- there are so many measurements it’s hard to quickly ascertain the most important ones.
- Collaborate closely with sales Develop a plan for both sales and marketing to execute Create SLAs Work closely with sales for coordinated outreach Train reps on how to use tools and programs Get feedback
- ABM will not be successful if you try and do it on your own – you must involve sales
- Now let’s walk through each of these areas in more detail: Identify stakeholders and get buy-in Establish goals and metrics Accelerate sales cycle Increase ASP Penetrate new verticals Develop a plan Focus on high-value companies Align sales and marketing Deliver strategic, orchestrated campaigns
- Needs to be an ongoing process
- Step one – know WHO you are selling to (meaningful segmentation) I have seen people go crazy on this exercise, but I recommend keeping it simple. You need as many as you need and as few as possible. While it’s ideal to have specific personas for every person involved in the buying process – it is fine to start with two or three key personas, and work through the process. For example, for if you are selling technical software - you will have the user, the influencer and the buyer. This is a really important step to go through is the exercise to really get to know your buyers. Personas help you understand what experiences they like and what influences their behavior.
- Here is an example where I am showing an example of content we might show for ENT vs. SMB at the top And then you can do really cool things – you can serve 2 ads using auto-tuning and then the winner will be shown. We have an education case study and a financial services case study. The winners are in red – and this is what was shown.
- Apprenda is the leading enterprise Platform as a Service (PaaS) powering the next generation of enterprise software development in public, private and hybrid clouds. Their key prospects are enterprise organizations with high revenues and employee size. They know who their key accounts are and target them using named account lists. In this example, Apprenda created special landing pages for key enterprise accounts like UPS and Barclays Bank.
- WITH SALES
- Then purchased 1400 ADDITIONAL CONTACTS
- The chart on the slide is the VIX which measures volatility. What obviously stands out in that 1 year chart is the flash crash of mid August. And I’m sure you probably all remember where you were on August 24th when it happened and that seemed to be the turning point. And since then, we’ve had China concerns, domestic and international growth concerns, different headlines about negative investor sentiment, and to top it off the Fed raised interest rates last year, but now there is uncertainty about their future plans. All of this has lead to persistent elevated volatility.
- The chart on the slide is the VIX which measures volatility. What obviously stands out in that 1 year chart is the flash crash of mid August. And I’m sure you probably all remember where you were on August 24th when it happened and that seemed to be the turning point. And since then, we’ve had China concerns, domestic and international growth concerns, different headlines about negative investor sentiment, and to top it off the Fed raised interest rates last year, but now there is uncertainty about their future plans. All of this has lead to persistent elevated volatility.
- The chart on the slide is the VIX which measures volatility. What obviously stands out in that 1 year chart is the flash crash of mid August. And I’m sure you probably all remember where you were on August 24th when it happened and that seemed to be the turning point. And since then, we’ve had China concerns, domestic and international growth concerns, different headlines about negative investor sentiment, and to top it off the Fed raised interest rates last year, but now there is uncertainty about their future plans. All of this has lead to persistent elevated volatility.
- The chart on the slide is the VIX which measures volatility. What obviously stands out in that 1 year chart is the flash crash of mid August. And I’m sure you probably all remember where you were on August 24th when it happened and that seemed to be the turning point. And since then, we’ve had China concerns, domestic and international growth concerns, different headlines about negative investor sentiment, and to top it off the Fed raised interest rates last year, but now there is uncertainty about their future plans. All of this has lead to persistent elevated volatility.
- The chart on the slide is the VIX which measures volatility. What obviously stands out in that 1 year chart is the flash crash of mid August. And I’m sure you probably all remember where you were on August 24th when it happened and that seemed to be the turning point. And since then, we’ve had China concerns, domestic and international growth concerns, different headlines about negative investor sentiment, and to top it off the Fed raised interest rates last year, but now there is uncertainty about their future plans. All of this has lead to persistent elevated volatility.
- 2309 new names Investment = $40K $17/new name
- Account level
- Discover people that you don’t know from the account
- each account will have its own ‘account details page’ sales team use this dashboard before going to that critical meeting with customers