Implementing & Executing Account Based Marketing - #GPUGAmplify
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My presentation "Implementing & Executing Account Based Marketing" at #GPUGAmplify in Chicago on March 19, 2018.
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Implementing & Executing Account Based Marketing - #GPUGAmplify
- 1. March 20-21, 2018 | Chicago, IL
- 2. #GPUGAmplify Christi Whipple, Senior Partner Marketing Manager, Avalara Jeroen G. Ederveen, Digital Marketing Director, JetReports
- 6. • Buyer Personas • Sales & Marketing Collaboration • Firmographic Data • Strategic Factors • Complimentary Technologies Result = Small list of accounts
- 11. Co-branded and personalized packages [example of front] [example of back]
- 13. • Identify Targets • Research Accounts Determine the ways to deliver your content • Inbound vs. Outbound • Social • High Impact Direct Marketing • Events • BDR
- 14. • Identify Targets • Research Accounts • Plan Distribution Content specific to the target business
- 15. • Identify Targets • Research Accounts • Plan Distribution • Create Content • Consistent messaging • Methodical • Situational relevance
- 16. • Identify Targets • Research Accounts • Plan Distribution • Create Content • Execute Analyze results at the account level Suggested Measures: • Good quality data/insight into the account • Engagement with content • Conversions from leads to an active sales prospect • Revenue per set of target accounts
- 20. Lead Loop makes it free and easy for Jet Reports Partners to generate leads in order to grow their reporting and BI practices, and increase customer engagement.
- 21. Partner sends list with ONLY company names, website, country, and primary data source (AX, NAV, GP). No contact details, emails, or phone lists required.
- 22. Records are created as prospect Accounts in Jet Report’s CRM with Partner attributed as the Record Source.
- 23. Targeted Audience is created in LinkedIn Matched Audiences through a data import.
- 24. Always on content campaign on LinkedIn starts. Country and Platform specific.
- 25. Traffic going to the jetreports.com website is converted, lead transforms into MQL and SQL after qualification activities are met.
- 26. MQL’s are nurtured through email marketing, lead gen forms and display ads until conversion is achieved.
- 27. Jet Reports sends SQL’s to you, the Partner, to follow up.
- 28. BONUS! In addition to the inquiries you’ll receive directly from Lead Loop, you’ll notice an overall higher engagement with your customers outside of digital channels. That is the POWER of Account Based Marketing! Installed Base 86/127 Targeted Audience 2,000 Contacts Campaigns 780k Impressions Engagement 2,250 Clicks Conversions 80 Leads 18 MQL's Opportunities 3 SQL's x 23.25 – Multiply Target Audience when Identified Account List is Enriched with LinkedIn Profiles that Match Criteria x 67% – of Account List is matched with LinkedIn database x 390 – Exponential Exposure with Ad Impressions x 29% – People Click on the Awesome Ads and Offers x 3.56% – People Take Action x 22.5% - 18 Accounts show interest. x 16.7% - Actual opportunity at 3 Accounts