5 Essential Steps to Build Targeted Campaigns Across Channels
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Attendees of this webinar will gain insights into specific recommendations and tactics marketers can apply to their programs to improve their overall results, particularly among key accounts. Some of the topics covered would include: -Account-Based Advertising & Retargeting -Social Account Nurturing -Personalization -Email -Analog (Direct & Field Marketing)
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5 Essential Steps to Build Targeted Campaigns Across Channels
- 1. 5 ESSENTIAL STEPS to Build Targeted Campaigns Across Channels John Dering | Director, Marketing Programs Nani Jansen | Sr. Manager, Marketing Programs
- 2. Today’s Agenda: 5 Essential Steps 1. MEASURE the baseline 2. IDENTIFY your target accounts 3. DEVELOP your plan 4. EXECUTE your plan 5. ITERATE and optimize
- 3. Evolution of Account-Based Marketing 1995- 2005 2005-2012 2012>>> • Limited in scale (25-50 accounts) • Field Mktg centric • Analog in approach • Improved scale • Email centric • Industry focused • Post hand raise • Reactive • Fully scalable (5000+ accounts) • Full funnel • Multiple targeting options • Pre hand raise • Proactive
- 4. More marketers are AWARE of ABM of B2B companies are aware of ABM. 75% of marketers say that ABM delivers higher ROI than any other marketing approach. 84%
- 5. of B2B companies employing ABM plan to increase their ABM efforts over the next 12 months. 72% of B2B companies employing ABM plan to invest more in technology over the next 12 months. 61% More marketers are USING ABM
- 6. of B2B marketers employing ABM stated they are aligned with sales. 91% of B2B companies said Account-Based Marketing has an impact on marketing’s success. 96% More marketers are having SUCCESS with ABM
- 7. Impact of Account-Based Marketing Focuses on best opportunities Delivers customer- centric experience Supports Sales reality Connects Marketing to revenue
- 8. 1. MEASURE the baseline
- 9. ©2016 Copyright Demandbase, Inc. Demandbase Confidential. 9 Set benchmarks based on past performance § Campaign/Event Evaluation § Target vs. Non-Target § MQLà Pipeline à Close § Velocity, ACV, Close Rate Understand your sales cycle § Determine pipeline goals based on revenue projections and historical conversion metrics § Build goals at each level within the organization to support these numbers Look Backward to Move Forward
- 10. Impressions/CPMs Click-through Rates Web Traffic Unique Visitors Net New Names Inquiries MQLs Conversion Rates CAMPAIGN Performance from Target Accounts
- 11. REVENUE Performance Lift Target Account Activity Opportunities Pipeline Closed Revenue Available to Close
- 13. 2. IDENTIFY your target accounts
- 14. ©2016 Copyright Demandbase, Inc. Demandbase Confidential. 14 Building a Target Account List IDENTIFY STAKEHOLDERS BUILD TARGET LIST SCRUB LIST REFRESH LIST QUARTERLY
- 15. ©2016 Copyright Demandbase, Inc. Demandbase Confidential. 15 Identifying key account attributes Overall technology applications used Complexity of website Social Activity Revenue 1 2 3 4 Multimedia TechnologiesAnalytics Marketing Automations Web Hosting Platforms Live Chat
- 16. Identify Target Accounts Prospects Customers Partners Messaging needs: • Category/company • Value proposition • Customer success Messaging needs: • Enablement/how to sell • New connectors Messaging needs: • New features • Training/support • Customer success
- 17. 3. DEVELOP your marketing mix
- 18. Develop ABM Marketing Plan Events & webinars – fewer with greater investment • What percent of attendees are on my target account list? Digital campaigns – optimize for the 18% • How do I provide a consistent, relevant web experience? Field marketing – lead the strategy, don’t chase requests • Which regions have the greatest concentration of target accounts? Analog and Digital
- 19. Passing Intelligence (not leads) 3% 97% “With Demandbase, it’s like lifting the mask” Holly Bounds, Digital Strategy Leader, GE Energy Management
- 20. 4. EXECUTE your plan
- 21. Overview Background: § Historically, event was not profitable – but important to maintain product partnership and awareness with Adobe B2B customers. Objective: § Reach target accounts to drive engagement with on-site activities Strategy: ABM is a B2B Game Changer § Audience: DB3k + Customers local or attending Conference § Approach: Use Challenger messaging to promote the change of rules in B2B marketing and highlight our product capabilities § Speaking Sessions focusing on Account-Based Marketing § Measurement: Pipeline generation & ROI
- 22. How? § Account-Based Advertising § Email Promotion § Event Microsite § Social Targeting § On-site Experience § Website Personalization § Analog Alignment
- 23. Account-Based Advertising Creative Audience: • Customers w/ Adobe • Prospects w/ Adobe
- 24. Email Promotions – Pre-Event Event General Promotion • Highlights Key Programs • Speaking Sessions • Field Event • Booth #, Give Away • Audience • Attendees from former years • Prospects/Customers who use Adobe Field Event Promotion • Focuses specifically on Field Event • Targets • Both Prospects/Customers using Adobe either who have attended or are in the area locally
- 25. Event Microsite Aligns to All Pre-Event Comms • All Programs Covered and prioritized by highest impact to Demandbase • Consistent Brand Imagery & Messaging • CTA’s making content actionable • Leads to calendar invites • Demandbase.com personalized to Adobe Summit Attendees
- 26. Booth Design Extension of Digital Experience • Consistent Imagery • Details Product Values
- 27. On-site, Real-Time Invites Email Promo for field event
- 28. Onsite - Social Account Targeting Monday Tuesday Wednesday Thursday Always-OnCampaign-Based
- 29. Demandbase Business Metrics Responses Close Rate Revenue Performance YoY -40% +36% +98% By focusing on accounts that matter to us, we reduced the required interactions while dramatically improving close rates and revenue performance from the sponsorship
- 30. 5. ITERATE and optimize
- 31. Adobe Iteration § Targeting preferred accounts improves event performance and optimizes revenue § Driving across multiple channels ensures reach § Thought Leadership + intimate campaigns drives results § Next Major Event: Dreamforce 2015 § Minimized Sponsor investment § Utilized many field events: ABM Workshops § Substituted as speaking slots, minimal costs § Held additional intimate events: Customer Dinner, Sponsored Party – determine pre-reg list § Similar investment, drove 2x in pipeline
- 32. Measurement Measure across the funnel § Measure everything, but set goals on business drivers § Connect everything to revenue § Course-correct your plans and spend based on results
- 33. Summary: 5 Essential Steps 1. MEASURE the baseline 2. IDENTIFY your target accounts 3. DEVELOP your plan 4. EXECUTE your plan 5. ITERATE and optimize
- 34. April 20-21 Pier 27, San Francisco www.MarketingInnovationSummit.com #B2BSummit