Today’s top B2B marketers are responsible for more than just filling the top of the funnel with prospects. It’s all about finding the right accounts — and converting those accounts to cold, hard dollars, with the help of an effective account-based marketing strategy. Want to learn how? This #LLS16 Demand Gen Report session with Shari Johnston, VP of Demand Marketing for Radius, shares tips for TOFU success. View the full webinar here: http://dg-r.co/2aQAhK3
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18. Account 1 Account 2 Account 3
Industry: Finance Finance Insurance
Location: San Francisco, CA San Francisco, CA San Francisco, CA
Employees: 250-500 250-500 250-500
Revenue: $50M to $100M $50M to $100M $50M to $100M
Success Rate 8% 8% 4%
Business Graph Impact on ABM
19. Account 1 Account 2 Account 3
Industry: Finance Finance Insurance
Location: San Francisco, CA San Francisco, CA San Francisco, CA
Employees: 250-500 250-500 250-500
Revenue: $50M to $100M $50M to $100M $50M to $100M
Using CRM Yes No Yes
Using MAT Yes No Yes
(Events) New CMO Yes No Yes
Success Rate 22% 4% 17%
New Accounts 300 Accounts 250 Accounts 125 Accounts
Existing Accounts 40 Accounts 50 Accounts 35 Accounts
Business Graph Impact on ABM
25. Account-Based Advertising Campaign
● 132 target accounts
● Ads delivered only to
people at these companies
● Creative is personalized to
the company
● 33% increase in account
engagement in 1 month
26. Facebook Ad fueled by network data
● Targeting Tier A and B companies
● 360k+ contacts found using network
data (avg 180/company)
● Contacts increasing using intent data to
add to the list dynamically
Initial Results 6/22-7/1:
● 7,435 people reached
● 15 clicks
● $166 spent
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