12. Digium
• Sell open source phones to SMBs
• Objective: More quality leads
• Use dynamic web campaigns
• Website and SEM LPs
Leads for Target Account Segments
13. Unknown visitors receive a dynamically customized CTA
Not Targeted Professional Services Education
1.24% Conversion Rate 1.64% CR (+ 32%) 2.55% CR (+ 105%)
Account Based Web Campaigns
Boosts Total Web Leads >30%
14. Out-Target
In-Target
< 15% of known and unknown
visitors are in-target
All Web Visitors
Source: DemandBase
What account(s) are visiting your web?
Are you targeting the 15% that matters?
Key Takeaway: Focus on Target
Account Segments
17. Cision
• ~ $700M PR software provider
• Objective: demos and consults
• CTA based on funnel stage
~ 10X lift in demos and consults from gated content
Spur Sales Conversations
18. Customized CTA by Funnel Stage
Anonymous visitor: 27 customized CTAs by content interest
19. Customized CTA by Funnel Stage
Known contact: customize CTA by firmagraphics
20. • Use account-centric approach
to boost lead gen
• Use lead gen tactics to scale
account based marketing
Rapper
21. Introducing Savi Technology
Pioneering sensor analytics solutions provider
Started in 1989 – Developed innovative RFID tags for US DoD
High-value asset tracking
and supply chain solutions
at epicenter of IoT, Big Data,
and Analytics markets
22. Two core segments with complex
needs and long sales cycles
Reliability
CommercialGovernment
Data-driven ROI
Can I execute my mission with
consistency and precision?
Can I execute an adaptable
plan efficiently?
23. Savi ABM Activities and Environment
Tech stack:
Value proposition
and positioning
Account
selection
Messaging
and content
Lead gen
and nurturing
Sales
support and
feedback
4. 3.
5. 2.
1.
26. 1. ETAaaS Positioning
Customer pain points…
14%
increase in
freight costs
since 2013
Freight costs
are rising
22%
increase in
inventory levels
since 2013
Inventories
continue
to grow
On-time
deliveries have
decreased
5%
decrease in on
time arrivals over
past 2 years
Billions in lost sales
because product not
delivered on time
$238 B
out-of-stocks cost
for retailers in 2015
Lack of real-time visibility into shipment location, condition
and ETA limits planning and execution
Complex, global,
multimodal logistics with
many suppliers and carriers
Disparate tracking systems
27. 1. ETAaaS Positioning
…led to ETAaaS solution
Sends real-time alerts to notify
distribution centers, production
sites, and customers
Identifies disruptions
as they happen
Increases planning
effectiveness and productivity
Predicts situations in real-time and
enables proactive responses
Tracks real time shipment location
and adjusts ETA by considering
historical patterns of disruption
continually improving ETA accuracy over time
28. 2. Account Selection Method
Pain points create an ideal account profile
Organization
Shipment
characteristics
Logistics
operations
• Multinational
• Manufactures raw materials or 50% of products
• Time and risk sensitive
• High value shipments
• Multimodal - land-sea-land
• Volume - 750,000+ shipments annually
29. 2. Account Selection: $100K+ deals
P&G, L’Oreal
Ericsson, Ingram Micro
Carlsburg, MolsonCoors
Carrefour, Kroger
GE, Smith & Nephew
Prada, Hermes
BASF, DuPont
Philip Morris, Swedish Match
Account profile generates target accounts
30. 3. Messaging and Content for ETAaaS
Web Sales PresentationsInfographics
eBooks
Datasheets,
Case Studies
Analyst reports,
Whitepapers
31. 3. Dynamic Web Messaging
= 250% Increase in Engagement
General prospect Government
32. 3. Dynamic Web Messaging
= 250% Increase in Engagement
General prospect ETAaaS
33. 4. Outbound Lead Campaigns
List Campaigns
Pipeline Discovery Specialist
and Sales Follow-up
34. 4. Web Lead Campaigns
Dynamic CTAs: 50% more leads, 3x in target
35. 5. Support Sales: Campaign Reports
Filter by rep, prospect, activity
36. • Opens, clicks on email
• Downloads any content
• Visits buying intent webpage
• Unsubscribes
5. Support Sales: Account Intelligence-
Known Contacts
Real-time alerts, daily reports on prospect activity
37. 5. Support Sales: Unknown Contacts
• Total traffic / account
• # Unique visitors /
account
• Pages visited / visitor
• Timing of accounts
page views
38. 5. Account-based Content Hubs
Curated by marketing and customized by sales
• Customers receive
special treatment
• Visit behavior tracks
account interests
39. Demo Discovery
Executive Briefing Follow Up
Pre-Discovery Work Group Sessions
ETAaaS: Campaign Results
“These results
are awesome!”
— Scott Shaul
— SVP of sales
ETAaaS Sales
meetings generated: 57
Phone outreach with
ETAaaS best buyer leads: 302
Engagement: 250% in page views
ETAaaS opportunities
identified: 8
40. Summary- Implement ABM Web
Campaigns in Days, No IT
ABM tactics to enhance lead gen
• For unknown contacts, use dynamic CTAs by account type
• Dynamically target CTAs by funnel stage and firmagraphics
Lead gen tactics to enhance ABM
• Dynamic messaging and CTAs increase engagement and contacts
• Alert sales to (un)known visitor metrics grouped by account
• Content hubs track account interest
41. Thank you
FMF offer: View web campaigns in your
environment
Stop by Triblio booth
allboutmoney@triblio.com
allboutmoney@savi.com
Rapper
43. Prospect Buyer Journey: Account vs.
Leads
Unknown MQL
Leads
based
Account
based
Mary
Joe
Inquiry
Pat
Sales Opp
Campaigns based on
individual interest and
campaign response
Nurture based on sum
total of interests in
account and sales
prioritization
44. Thought Starter: Account vs. Leads
Onboard Retain
Leads
based
Account
based
Mary
Joe
Expand
Pat
Nurture based on
individual interest and
campaign response
OR no marketing focus
Advance customer
lifecyle on account
based needs
Notes de l'éditeur
Where’s my s---?
Has anyone or anything f----- with it?
Savi built its reputation providing sensor technology to government organizations to increase visibility, improve mission execution and minimize risk across its logistics operations
At the root we noticed that many of the larger prospects we spoke with had a similar set of challenges around shipment visibility and especially visibility into shipment arrival times.
Complex multimodal logistics
Many suppliers and carriers
Disparate tracking systems
Very real downstream costs that result. ETA inacuracy affects top and bottom lines.
Can’t respond to disruptions
Emphasize that this is a solution built from general purpose visibility and analytics applications, specifically to address ETAaaS pain points.
Organizations that typically experience these pain points have the following characteristics
Ended up with the following list. Important to note this is not a vertical approach. Just so happened that in finding orgs that matched this profile there was a concentration in a few verticals especially CPG, Mfg and Food