The explosion of account-based marketing (ABM) is changing the way B2B brands approach customer acquisition and key account engagement. But exactly how to execute that engagement in measurable ways has been challenging for some marketing teams. In this exclusive webcast, viewers will get a behind-the-scenes look at how RollWorks (a division of AdRoll Group) built a successful campaign that synced messaging with where prospects were in the sales funnel. Some of the key successful approaches and strategies shared during the session will include: using “air cover” display ads, personalizing touches such as emails, landing pages and retargeting ads, using “door opener” direct mail kits to get conversations started, applying personalized ads to impress post-meeting and using granular measurement to prove the impact of marketing.

1. #MultiChannelABM
SPONSORED BY
A Look Behind The ABM
Curtain: How A Top Brand Built A
Multichannel Hit

2. #MultichannelABM
Follow this webinar on LinkedIn & Twitter
#MultiChannelABM
Demand Gen Report: @DG_Report
Brian Anderson: @G3Brian
RollWorks: @rollworks
Jessica Cross: @JFayeSF

3. #MultichannelABM
About Demand Gen Report
@DG_Report
http://linkd.in/DG_Specialists
• Tracking strategies and solutions in lead
generation and marketing automation
technology since 2007
• Daily news and analysis, special reports,
original research and live events
• Newsletter reaches more than 45,000 readers
• Additional resources: DemandGenReport.com

4. #MultichannelABM
Submit your
questions here
Download
today’s
resources
Join the
conversation
#MultiChannelABM
Questions, Tweets, & Resources

5. #MultichannelABM
MODERATOR:
Brian Anderson
News Editor, Demand Gen Report
Speaker
Jessica Cross
Account-based Marketing
RollWorks, a Division of AdRoll Group
@JFayeSF

6. Today’s Agenda
3 Multi touch multi channel ABM
1 Setting the stage for ABM
2 Learning a thing or two about acquisition
4 Q&A

8. Delivered marketing ROI for thousands of B2B companies
worldwide.

9. “”92% of companies recognize the
value of ABM and see the strategy as a
“must have” for B2B marketing*
*2015 SiriusDecisions Account Based Marketing Study

10. “”19% have confidence in their
ability to execute properly*
*2015 Constellation Research

11. RollWorks: Project Goal Line
Running ABM without a Target Account List

12. Let’s go back to 2016 . . .

13. We drove
20,000 leads!
- VP of Marketing
I haven’t seen a
single lead!
- VP of Sales

14. We have evolved as marketers
“Marketing drove
20,000 leads in Q1.”
“Marketing drove 10,000
marketing qualified
leads in Q1.”
“Marketing influenced
$500,000 in revenue from
5,000 quality leads in Q1.”
“Marketing drove 3,000
sales qualified leads in
Q1.”
2014 2015 2016 2017

15. We learned a thing or two about
acquisition and attribution . . .

16. Together, we defined our paths of acquisition.

17. Which led to our ability to report on one number.

18. Leading us to some amazing insights.
52 Of acquired revenue through our
inbound channels
%

19. Leading us to some amazing insights.
7 Conversion rate on outbound
opportunities with a marketing touch
%

20. But also to some sad insights.
3 Conversion rate on outbound
opportunities with NO marketing
touch
%

21. So how do we get from 3 to 7?
OutBound conversion
rate
NO marketing touch
OutBound
conversion rate
YES marketing touch
7%
3%

22. Why don’t we just do direct mail and serve ads to all outbound
opportunities? *
*Quote has been edited to remove foul language
- VP of Marketing
“
”

23. So we built “outbound assist for all”

24. First, we needed to map how sales reps work deals.
Otherwise known as mapping our customer lifecycle
NegotiationHunting LivePre-Launch

25. Then we could layer on marketing stages.
NegotiationHunting LivePre-Launch
Activation LiveSelectionNurture

26. Then we built ads to address each stage.
These stages were actual Marketo lists that we synced to our AdRoll account via our Marketo Connector
Activation LiveSelectionNurture
DigitalSupport

27. And direct mail for a multi channel approach.
Activation LiveSelectionNurture
DigitalSupport

28. Campaign concept: “build better campaigns”

29. We showcased our product & personalized throughout the
journey
AdRoll Retargeting
Custom Landing Page
Personalized Chat
AdRoll
Email

30. Targeted and personalized ads proved to be very powerful
Opp Stage = Pre -
Launch
Infer Score = A + B
Region = North America
Marketo
Attribute:
Target
Account List
Target ServePersonalize
CPA down
42% vs test
+
Request a
Demo
Direct Account
Sign Up

31. People literally put the poster on their wall.

32. Prospects who received
our door opener kit were
3x more likely to book an
appointment
Some results.

33. Prospects who received
our “over the line” kit
closed at 41%
Some results.

34. Why did we build it this way?
● Our sales reps move deals quickly and we never had a set prospect list.
● We knew we needed to map to their existing process.
● We wanted the campaign to highlight our product’s capabilities.

35. RESULTS
Door Opener
● Prospects who received display ads in addition to the door
opener kit closed at 10% booking rate vs 2.6% without (3x
higher)
Post Meeting
● Prospects who received display ads in addition to the post-
meeting kit closed at a 15% rate vs 13% without
Stalled Deals
● Prospects who received the over-the-line kits with display ads
had a 41% close rate

36. #MultichannelABM
MODERATOR:
Brian Anderson
News Editor, Demand Gen Report
Q&A / Speaker
Jessica Cross
Account-based Marketing
RollWorks, a Division of AdRoll Group
@JFayeSF

37. #MultichannelABM
View this webinar on-demand at:
https://dg-r.co/MultiChannelABM
Thank You For Attending!