View the on-demand recording here: https://www.rollworks.com/resources/webinar/how-to-streamline-your-digital-marketing-with-the-right-data/ In this webinar we cover how to use digital ads to bring in leads for your product. LeanData also shares how to route those leads properly so you increase the chances that they'll convert.

1. How to streamline your digital
marketing with the right data
RollWorks & LeanData
We will begin at 11:03am PST

2. Your Presenters
Asher Mathew
LeanData
Jessica Bevilacqua
RollWorks

3. Today’s Agenda
3 Routing your Leads
1
Why
ABM?
2
Top of Funnel
Ads
4
Running ABM
Ads
5 Getting Attribution Right

4. We Know “Why” ABM…

5. The Growth Platform Company
Growth Platform for “Ambitious”
Commerce Companies
Growth Platform for
B2B Companies

7. Top-of-funnel ads

8. Top-of-funnel ads
3 Types of ads:
● Company
● Content
● Personal

9. Top-of-funnel ads
Company:
● Your baseline
● Broad appeal

10. Top-of-funnel ads
Content:
● Promotes your content
● Addresses specific need

11. Top-of-funnel ads
Personal:
● Address the user
● Put a face to the name

12. Articles
App downloads
Blog posts
Books
Podcasts
Free Trials
Guides
Case Study
Video Tutorial
Direct Mail
Events
Field Marketing
Pay Per Click
Display Advertising
Affiliate marketing
Email
Offer ChannelAudience
North America Prospects
EMEA Prospects
CMOs v Manager level
Uses competitor
Active Customers
Anonymous Web Traffic
Churned Customers
Analysts
Pick one from each column

13. Articles
App downloads
Blog posts
Books
Podcasts
Free Trials
Guides
Case Study
Video Tutorial
Direct Mail
Events
Field Marketing
Pay Per Click
Display Advertising
Affiliate marketing
Email
Offer ChannelAudience
North America Prospects
EMEA Prospects
CMOs v Manager level
Uses competitor
Active Customers
Anonymous Web Traffic
Churned Customers
Analysts
Pick one from each column

14. Leads are coming in
What should you do with them?

16. What is LeanData?
Match
Route
Diagnose
Improve

17. Three Pillars for Data-Driven Sales Development
● Remove roadblocks to
conversations (efficiency)
● Data is the rocket fuel for your SDR
engine (insights)
● Data drives ABM programs

18. Quality Interactions = Goal
● Talk to the right person, at the right time, with the right information
● Who are you talking to?
● How do you drive more meaningful conversations?
● How do you successfully move the lead down the pipeline?

19. Lead Routing - Today
Customer SDR
Partner SDR
Engaged Prospect SDR
Target Prospect SDR
Prospect SDR
Net New SDR
Competitor SDR
Junk SDR

20. Lead Routing - Ideal
Customer
SDR
Customer Success
Manager
Partner
SDR
Channel Manager
Engaged Prospect
SDR
Opportunity Owner
Target Prospect
SDR
Account Owner
Prospect
SDR
SDR
Net New
SDR
SDR
Competitor
SDR
No Action
Junk
SDR
No Action
SDR
SDR
SDR
SDR
SDR
SDR
SDR
SDR

21. LeanData Automation
● Auto de-dupe
● Filtering
● Lead to account routing & conversion
● Lead to opportunity routing & conversion
● Send SDRs leads

22. Putting it All Together
Route the lead
to the correct
person
Categorize and
prioritize the
lead
Attribution and
ROI reporting on
the ABM
campaign
Dedupe the lead
Determine which
accounts to
target
Online
advertising to
target accounts
Lead info sent to
CRM at contact
and/or account
level

23. Simple Personalized Ads

24. Simple Personalized Ads
Using CRM Connectors

25. Simple Personalized Ads
Ad Unit
CPA down
42% vs test

26. Simple Personalized Ads

28. Building Blocks of ABM Campaign
How do we measure our
impact?
What are we saying to
these accounts?
Account
Selection
How do we engage these
accounts?
WHAT HOWWHO MEASURE
Who are the people we are
trying to reach

29. Persona - Head of Marketing
Persona Head of Marketing
Needs Aggregate view of marketing campaigns and influence on sales
Pains Disparate tech silos, difficulty in reporting on marketing ROI
Conflicts With CFO, over validating budget
With VP of Sales over marketing influence
Goals Prove marketing ROI, Influence XX of revenue
Desires To spend more time on brand development and team training

30. Persona - Marketing Manager
Persona Marketing Manager
Needs Easier campaign execution, transparency in reporting, more leads
at less cost
Pains Increasing goals but limited budget to execute. No time to learn and
evaluating vendors.
Conflicts With Sales team on lead follow up and head of marketing for
marketing budget
Goals Promotion and recognition for high performing campaigns
Desires Be known as on the cutting edge of MarTech

31. Persona - Chief Revenue Officer
Persona CRO
Needs Drive quarter over quarter revenue
Pains Not knowing how much to budget for HR
Conflicts With President for headcount budget and marketing for “quality”
leads
Goals Deals, deals, deals
Desires To hit quota, earn bonus, and eventually be CEO of his own
company.

32. Customer Journey Mapping Canvas

33. Persona based ads
Marketing Persona CMO PersonaSales Persona

35. Conclusion and Takeaways

36. Meaningful Engagement
Customer
SDR
Customer Success
Manager
Partner
SDR
Channel Manager
Engaged Prospect
SDR
Opportunity Owner
Target Prospect
SDR
Account Owner
Prospect
SDR
SDR
Net New
SDR
SDR
Competitor
SDR
No Action
Junk
SDR
No Action
SDR
SDR
SDR
SDR
SDR
SDR
SDR
SDR

37. ● San Francisco
● September 25-26
● The Mint
● 3rd year of the conference
● One of the few conferences focused on
Marketing Operations and Sales Operations leaders
and practitioners
Ops-Stars

38. ● Real ABM campaigns
● “How did you build your campaign?”
● “What were the results?”
● “What would you do differently?”
Download your copy at: rollworks.com/resources
Big Book of ABM Campaigns

39. Questions?
Jessica Bevilacqua
Account Manager
jessica.bevilacqua@rollworks.com
Asher Matthew
Business Development
asher@leandatainc.com

40. THANK YOU