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#1NLab17 - Building an Account-Based Marketing Technology Strategy

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#1NLab17 - Building an Account-Based Marketing Technology Strategy

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Technical Strategist Pete Amundson helps marketers get started with their ABM (account-based marketing) strategies by describing technology fundamentals and best practices for reaching a firm’s most important audiences.

Technical Strategist Pete Amundson helps marketers get started with their ABM (account-based marketing) strategies by describing technology fundamentals and best practices for reaching a firm’s most important audiences.

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#1NLab17 - Building an Account-Based Marketing Technology Strategy

  1. 1. Experience Lab 2017 | 11.08 – 11.10 2017 BY DESIGN Building an Account-Based Marketing Technology Strategy
  2. 2. Experience Lab 2017 | 11.08 – 11.10 2017 Pete Amundson @peteamundson
  3. 3. Experience Lab 2017 | 11.08 – 11.10 2017 Account-based marketing is an approach that is leveraged by B2B organizations to target users based on their companies. This targeting approach blends marketing and business development concentrations with technology to identify contacts and leverage institutional knowledge in order to further enhance sales engagements.
  4. 4. Experience Lab 2017 | 11.08 – 11.10 2017 D Setting Up for Account-Based Marketing
  5. 5. Experience Lab 2017 | 11.08 – 11.10 2017 Account-based marketing is not designed to handle 100% of your users. It is not designed to focus on 10% of your users. It is designed for the 0.01% of users that are actively interested in building a relationship with your firm. Rule #1
  6. 6. Experience Lab 2017 | 11.08 – 11.10 2017 Setting Up for Account-Based Marketing Understand what is important for your clients or prospects. Select accounts to target. Assemble your internal stakeholders and gather intelligence on content. Determine approach for identifying. Build content and experiences.
  7. 7. Experience Lab 2017 | 11.08 – 11.10 2017 Setting Up for Account-Based Marketing Understand what is important for your clients or prospects. Select accounts to target. Assemble your internal stakeholders and gather intelligence on content. Determine approach for identifying. Build content and experiences.
  8. 8. Experience Lab 2017 | 11.08 – 11.10 2017 Setting Up for Account-Based Marketing Understand what is important to your clients and prospects. Clients and Prospects are looking for how you answer these types of questions:
  9. 9. Experience Lab 2017 | 11.08 – 11.10 2017 Setting Up for Account-Based Marketing Understand what is important to your clients and prospects. Clients and Prospects are looking for how you answer these types of questions: “Can you solve my problem?”
  10. 10. Experience Lab 2017 | 11.08 – 11.10 2017 Setting Up for Account-Based Marketing Understand what is important to your clients and prospects. Clients and Prospects are looking for how you answer these types of questions: “Can you solve my problem?” “How are you going to work with me?”
  11. 11. Experience Lab 2017 | 11.08 – 11.10 2017 Setting Up for Account-Based Marketing Understand what is important to your clients and prospects. Clients and Prospects are looking for how you answer these types of questions: “Can you solve my problem?” “How are you going to work with me?” “Do you understand my company and objectives?”
  12. 12. Experience Lab 2017 | 11.08 – 11.10 2017 Setting Up for Account-Based Marketing Understand what is important to your clients and prospects. Base on our Loyalty Survey, your clients and prospects want: ! Intelligence that addresses information on issues that the client faces: ! Topical Thought Leadership ! Relevant Experience and Case Studies ! Competitive information: ! Content and experiences that highlight advantages (without naming names … of course) ! Industry analysis: ! Thought Leadership from people with industry experience, across many clients and facets. ! Benchmarking data: ! Informative metrics and executive-level data
  13. 13. Experience Lab 2017 | 11.08 – 11.10 2017 Setting Up for Account-Based Marketing Understand what is important to your clients and prospects. Surveys
  14. 14. Experience Lab 2017 | 11.08 – 11.10 2017 Setting Up for Account-Based Marketing Understand what is important to your clients and prospects. Surveys Conversations
  15. 15. Experience Lab 2017 | 11.08 – 11.10 2017 Setting Up for Account-Based Marketing Understand what is important to your clients and prospects. Surveys Conversations Secondary Research
  16. 16. Experience Lab 2017 | 11.08 – 11.10 2017 Setting Up for Account-Based Marketing Understand what is important to your clients and prospects. Surveys Conversations Secondary Research Social Listening
  17. 17. Experience Lab 2017 | 11.08 – 11.10 2017 Setting Up for Account-Based Marketing Understand what is important for your clients or prospects. Select accounts to target. Assemble your internal stakeholders and gather intelligence on content. Determine approach for identifying. Build content and experiences.
  18. 18. Experience Lab 2017 | 11.08 – 11.10 2017 Setting Up for Account-Based Marketing Select accounts to target. Each B2B organization uses accounts in multiple ways: ! Business Development – Finding new business ! Sales & Contract Engagement – Negotiations, defining goals & objectives, team setup and introductions ! Engagement Tracking & Billing – Current active projects ! Relationship Management – Maintaining relationships ! Client Development – Build on current offerings or engagements
  19. 19. Experience Lab 2017 | 11.08 – 11.10 2017 Setting Up for Account-Based Marketing Select accounts to target. Targeting different types of accounts has different technological challenges. Current clients have more information in your marketing systems than what you will see for prospective clients. Current Client Well known Mostly unknown Prospect
  20. 20. Experience Lab 2017 | 11.08 – 11.10 2017 Setting Up for Account-Based Marketing Understand what is important for your clients or prospects. Select accounts to target. Assemble your internal stakeholders and gather intelligence on content. Determine approach for identifying. Build content and experiences.
  21. 21. Experience Lab 2017 | 11.08 – 11.10 2017 Setting Up for Account-Based Marketing Assemble your internal stakeholders and gather intelligence on content. Building a successful and streamlined team: ! Client or prospect relationship lead for providing guidance and personal messaging ! Content provider for creating or editing meaningful content in order to frame for the target ! Website management for understanding technical 50% faster. Streamlined, driven teams can deliver
  22. 22. Experience Lab 2017 | 11.08 – 11.10 2017 Setting Up for Account-Based Marketing Understand what is important for your clients or prospects. Select accounts to target. Assemble your internal stakeholders and gather intelligence on content. Determine approach for identifying. Build content and experiences.
  23. 23. Experience Lab 2017 | 11.08 – 11.10 2017 Setting Up for Account-Based Marketing Determine approach for identifying. There is no way to 100%, absolutely, unquestionably, with the utmost certainty, know the identity of a website visitor.
  24. 24. Experience Lab 2017 | 11.08 – 11.10 2017 There is no way to 100% know the identity of a website visitor. Rule #2
  25. 25. Experience Lab 2017 | 11.08 – 11.10 2017 Setting Up for Account-Based Marketing Determine approach for identifying. Anonymous
  26. 26. Experience Lab 2017 | 11.08 – 11.10 2017 Setting Up for Account-Based Marketing Determine approach for identifying. Anonymous Known
  27. 27. Experience Lab 2017 | 11.08 – 11.10 2017 Setting Up for Account-Based Marketing Determine approach for identifying. Anonymous Known “The continuum of identity accuracy”
  28. 28. Experience Lab 2017 | 11.08 – 11.10 2017 Setting Up for Account-Based Marketing Determine approach for identifying. “The continuum of identity accuracy” Anonymous Known Typical Website Visitor
  29. 29. Experience Lab 2017 | 11.08 – 11.10 2017 Setting Up for Account-Based Marketing Determine approach for identifying. “The continuum of identity accuracy” Face to Face Anonymous Known Typical Website Visitor
  30. 30. Experience Lab 2017 | 11.08 – 11.10 2017 Typical Website Visitor Setting Up for Account-Based Marketing Determine approach for identifying. “The continuum of identity accuracy” Geo IP Face to Face Anonymous Known
  31. 31. Experience Lab 2017 | 11.08 – 11.10 2017 Geo IP Typical Website Visitor Setting Up for Account-Based Marketing Determine approach for identifying. “The continuum of identity accuracy” Face to Face Anonymous Known 40% of the time. Organizations can be determined by their IP Address only
  32. 32. Experience Lab 2017 | 11.08 – 11.10 2017 Geo IP Typical Website Visitor Setting Up for Account-Based Marketing Determine approach for identifying. “The continuum of identity accuracy” Firmographic Data Face to Face Anonymous Known
  33. 33. Experience Lab 2017 | 11.08 – 11.10 2017 Geo IP Typical Website Visitor Setting Up for Account-Based Marketing Determine approach for identifying. “The continuum of identity accuracy” Firmographic Data Face to Face Anonymous Known ”Firm-o-whatzit?”
  34. 34. Experience Lab 2017 | 11.08 – 11.10 2017 Identity Using Firmographic Information Firmographic information is analogous to demographic information, but for organizations. This data is utilized for research, identifying and segmentation of business. Companies that specialize in firmographic information build their tools around: ! Custom IP database information ! Aggregated company data sets ! Organization graphs ! Ad impressions and networks ! Proprietary special sauce
  35. 35. Experience Lab 2017 | 11.08 – 11.10 2017 Geo IP Typical Website Visitor Setting Up for Account-Based Marketing Determine approach for identifying. “The continuum of identity accuracy” Firmographic Data Face to Face Anonymous Known
  36. 36. Experience Lab 2017 | 11.08 – 11.10 2017 Geo IP Typical Website Visitor Setting Up for Account-Based Marketing Determine approach for identifying. “The continuum of identity accuracy” Firmographic Data Form Fill Face to Face Anonymous Known
  37. 37. Experience Lab 2017 | 11.08 – 11.10 2017 Geo IP Typical Website Visitor Setting Up for Account-Based Marketing Determine approach for identifying. “The continuum of identity accuracy” Firmographic Data Form Fill Face to Face Anonymous Known Experience Lab 2017 Setting Up for Account-Based Marketing approach for identifying. “The continuum of identity accuracy” Firmographic Data Form Fill
  38. 38. Experience Lab 2017 | 11.08 – 11.10 2017 Geo IP Typical Website Visitor Setting Up for Account-Based Marketing Determine approach for identifying. “The continuum of identity accuracy” Firmographic Data Form Fill Face to Face Anonymous Known Experience Lab 2017 Setting Up for Account-Based Marketing approach for identifying. “The continuum of identity accuracy” Firmographic Data Form Fill
  39. 39. Experience Lab 2017 | 11.08 – 11.10 2017 Geo IP Typical Website Visitor Setting Up for Account-Based Marketing Determine approach for identifying. “The continuum of identity accuracy” Firmographic Data Form Fill Face to Face Anonymous Known
  40. 40. Experience Lab 2017 | 11.08 – 11.10 2017 Geo IP Typical Website Visitor Setting Up for Account-Based Marketing Determine approach for identifying. “The continuum of identity accuracy” Firmographic Data Form Fill + Email Face to Face Anonymous Known
  41. 41. Experience Lab 2017 | 11.08 – 11.10 2017 Geo IP Typical Website Visitor Setting Up for Account-Based Marketing Determine approach for identifying. “The continuum of identity accuracy” Firmographic Data Form Fill + Email MA Integration Face to Face Anonymous Known
  42. 42. Experience Lab 2017 | 11.08 – 11.10 2017 Geo IP Typical Website Visitor Setting Up for Account-Based Marketing Determine approach for identifying. “The continuum of identity accuracy” Firmographic Data Form Fill + Email MA Integration Face to Face Anonymous Known
  43. 43. Experience Lab 2017 | 11.08 – 11.10 2017Experience Lab 2017
  44. 44. Experience Lab 2017 | 11.08 – 11.10 2017Experience Lab 2017 https://e.wellsgroup.com/ct/15093/s-1537-1708/Bct/q-084c/l-dyn-contact-02b7:4c2cc/ct1_2/1?sid=TV2%3AhdICCFogi
  45. 45. Experience Lab 2017 | 11.08 – 11.10 2017 https://e.wellsgroup.com/ct/15093/s-1537-1708/Bct/q-084c/l-dyn-contact-02b7:4c2cc/ct1_2/1?sid=TV2%3AhdICCFogihttps:// 02b7:4c2cc/ct1_2/1?sid=TV2%3AhdICCFogi Experience Lab 2017 | 11.08 – 11.10 2017Experience Lab 2017 https:// 02b7:4c2cc/ct1_2/1?sid=TV2%3AhdICCFogihttps://e.wellsgroup.com/ct/15093/s-1537-1708/Bct/q-084c/l-dyn-contact-02b7:4c2cc/ct1_2/1?sid=TV2%3AhdICCFogi
  46. 46. Experience Lab 2017 | 11.08 – 11.10 2017 https://e.wellsgroup.com/ct/15093/s-1537-1708/Bct/q-084c/l-dyn-contact-02b7:4c2cc/ct1_2/1?sid=TV2%3AhdICCFogihttps:// 02b7:4c2cc/ct1_2/1?sid=TV2%3AhdICCFogi | 11.08 – 11.10 2017 https:// 02b7:4c2cc/ct1_2/1?sid=TV2%3AhdICCFogi02b7:4c2cc/ct1_2/1?sid=TV2%3AhdICCFogihttps://e.wellsgroup.com Experience Lab 2017Experience Lab 2017 e.wellsgroup.com/ct/15093/s-1537-1708/Bct/q-084c/l-dyn-contact-02b7:4c2cc/ct1_2/1?sid=TV2%3AhdICCFogi
  47. 47. Experience Lab 2017 | 11.08 – 11.10 2017 Geo IP Typical Website Visitor Setting Up for Account-Based Marketing Determine approach for identifying. “The continuum of identity accuracy” Firmographic Data Form Fill + Email MA Integration Face to Face Anonymous Known
  48. 48. Experience Lab 2017 | 11.08 – 11.10 2017 Anonymous users does not mean anonymous companies. Rule #3
  49. 49. Experience Lab 2017 | 11.08 – 11.10 2017 Setting Up for Account-Based Marketing Understand what is important for your clients or prospects. Select accounts to target. Assemble your internal stakeholders and gather intelligence on content. Determine approach for identifying. Build content and experiences.
  50. 50. Experience Lab 2017 | 11.08 – 11.10 2017 Setting Up for Account-Based Marketing Build content and experiences. The client experience should be genuine: ! On message ! On brand ! Unobtrusive ! Not creepy ! Not overtly selling
  51. 51. Experience Lab 2017 | 11.08 – 11.10 2017 Setting Up for Account-Based Marketing Build content and experiences. The experience for marketers should be intuitive and cognizant of business constraints: ! Your team does not have infinite resources. ! Managing the whole experience should be thoughtfully designed. ! Personalization is only effective if editors can understand and manage the rules and signals.
  52. 52. Experience Lab 2017 | 11.08 – 11.10 2017 – Kalev Peekna Personalization is only automated from the user’s perspective. Rule #4
  53. 53. Experience Lab 2017 | 11.08 – 11.10 2017 The Typical Website Experience Experience Lab 2017 | 11.08 – 11.10 2017 The Typical Website Experience
  54. 54. Experience Lab 2017 | 11.08 – 11.10 2017 The Typical Website Experience ! Shouting from the mountain top – a blast of information. Experience Lab 2017 | 11.08 – 11.10 2017 The Typical Website Experience
  55. 55. Experience Lab 2017 | 11.08 – 11.10 2017 The Typical Website Experience Experience Lab 2017 | 11.08 – 11.10 2017 The Typical Website Experience Big Feature Branding Message ! Shouting from the mountain top – a blast of information. ! There is a lot of “let me tell you about myself” messaging.
  56. 56. Experience Lab 2017 | 11.08 – 11.10 2017 The Typical Website Experience ! The content is made for everyone. (e.g. it is meant for no one) Experience Lab 2017 | 11.08 – 11.10 2017 The Typical Website Experience ! There is a lot of “let me tell you about myself” messaging. ! Shouting from the mountain top – a blast of information.
  57. 57. Experience Lab 2017 | 11.08 – 11.10 2017 The Typical Website Experience ! But the brand work is great. Experience Lab 2017 | 11.08 – 11.10 2017 The Typical Website Experience Latest Highlights Please Subscribe …even if you have already ! There is a lot of “let me tell you about myself” messaging. ! Shouting from the mountain top – a blast of information ! The content is made for everyone. (e.g. it is meant for no one)
  58. 58. Experience Lab 2017 | 11.08 – 11.10 2017 Account-Aware Targeting Experience Lab 2017 | 11.08 – 11.10 2017 Aware Targeting
  59. 59. Experience Lab 2017 | 11.08 – 11.10 2017 Account-Aware Targeting Experience Lab 2017 | 11.08 – 11.10 2017 Aware Targeting ! Relevant content for the client’s industry.
  60. 60. Experience Lab 2017 | 11.08 – 11.10 2017 Account-Aware Targeting Experience Lab 2017 | 11.08 – 11.10 2017 Aware Targeting ! Explicitly chosen messaging for the client. ! Relevant content for the client’s industry.
  61. 61. Experience Lab 2017 | 11.08 – 11.10 2017 Account-Aware Targeting Experience Lab 2017 | 11.08 – 11.10 2017 Aware Targeting ! Calls to actions that lead users to qualifying activities. ! Explicitly chosen messaging for the client. ! Relevant content for the client’s industry.
  62. 62. Experience Lab 2017 | 11.08 – 11.10 2017 Account-Focused Targeting Experience Lab 2017 | 11.08 – 11.10 2017 Targeting
  63. 63. Experience Lab 2017 | 11.08 – 11.10 2017 Account-Focused Targeting Experience Lab 2017 | 11.08 – 11.10 2017 Targeting ! Personalized messaging from engagement leads.
  64. 64. Experience Lab 2017 | 11.08 – 11.10 2017 Account-Focused Targeting Experience Lab 2017 | 11.08 – 11.10 2017 Targeting ! Personalized messaging from engagement leads. ! Direct access to team.
  65. 65. Experience Lab 2017 | 11.08 – 11.10 2017 Account-Focused Targeting Experience Lab 2017 | 11.08 – 11.10 2017 Targeting ! Personalized messaging from engagement leads. ! Direct access to team. ! Tailored content for the current engagement ! Thought leadership ! Topical information ! Valuable infographic data
  66. 66. Experience Lab 2017 | 11.08 – 11.10 2017 Account-Promotion Targeting Experience Lab 2017 | 11.08 – 11.10 2017 Targeting
  67. 67. Experience Lab 2017 | 11.08 – 11.10 2017 Account-Promotion Targeting Experience Lab 2017 | 11.08 – 11.10 2017 Targeting Promotion of account-focused content throughout the website.
  68. 68. Experience Lab 2017 | 11.08 – 11.10 2017 Account-Promotion Targeting Experience Lab 2017 | 11.08 – 11.10 2017 Targeting Promotion of account-focused content throughout the website. ! Interstitials
  69. 69. Experience Lab 2017 | 11.08 – 11.10 2017 Account-Promotion Targeting Experience Lab 2017 | 11.08 – 11.10 2017 Targeting Promotion of account-focused content throughout the website. ! Interstitials ! Related and “Continue Reading” selections throughout the website.
  70. 70. Experience Lab 2017 | 11.08 – 11.10 2017 Account-Promotion Targeting Experience Lab 2017 | 11.08 – 11.10 2017 Targeting Promotion of account-focused content throughout the website. ! Interstitials ! Related and “Continue Reading” selections throughout the website. ! “Best-bet” search results
  71. 71. Experience Lab 2017 | 11.08 – 11.10 2017 Account-Promotion Targeting Experience Lab 2017 | 11.08 – 11.10 2017 Targeting Promotion of account-focused content throughout the website. ! Interstitials ! Related and “Continue Reading” selections throughout the website. ! “Best-bet” search results ! Highlights and cross-sells
  72. 72. Experience Lab 2017 | 11.08 – 11.10 2017 Setting Up for Account-Based Marketing Understand what is important for your clients or prospects. Select accounts to target. Assemble your internal stakeholders and gather intelligence on content. Determine approach for identifying. Build content and experiences.
  73. 73. Experience Lab 2017 | 11.08 – 11.10 2017 This is a cycle. Rule #5
  74. 74. Experience Lab 2017 | 11.08 – 11.10 2017 This is a cycle. Start Small. Rule #5
  75. 75. Experience Lab 2017 | 11.08 – 11.10 2017 This is a cycle. Start Small. Iterate. Rule #5
  76. 76. Experience Lab 2017 | 11.08 – 11.10 2017 This is a cycle. Start Small. Iterate. Adapt. Rule #5
  77. 77. Experience Lab 2017 | 11.08 – 11.10 2017 This is a cycle. Start Small. Iterate. Adapt. Learn. Rule #5
  78. 78. Experience Lab 2017 | 11.08 – 11.10 2017 D Thank You!
  79. 79. Experience Lab 2017 | 11.08 – 11.10 2017 BY DESIGN Building an Account-Based Marketing Technology Strategy

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