How to Craft an Account-Based Marketing Budget with Kwanzoo and MarianaIQ [PPT]

How to Craft an Account-Based Paid
Media Budget
#ABMDoneRight#

Introduction: Venkat
Venkat Nagaswamy
• CEO, MarianaIQ - AI Powered ABM Platform
• WW Enterprise Marketing and Solutions, $1.8B, Juniper
• Founded/sold/patented int’l payments routing company
• Junior Partner, McKinsey & Co.
• PhD Research: Computational analysis of structures

Introduction: Mani
Mani Iyer
• CEO, Kwanzoo Inc - Leader in ABM Display & B2B Retargeting
• Serial Entrepreneur, Startup Advisor
• Founded/sold e-learning platform business to Oracle
• Senior Tech/Marketing Executive at Oracle, CA/Ingres,
Microsoft
• MS CS, University of Wisconsin
• BS EE, Indian Institute of Technology

Where Are Demand Generation
Marketers Running Paid Media
Campaigns Today and Why?
#ABMDoneRight#

Where Are Demand Gen Marketers Running Campaigns
Today and Why?
Spend
Google
PPC
Retargeting Content
Syndication
Leads
LinkedIn Direct Buy
Display
Facebook
& Twitter

What Are Some Of The Limitations
Of Today’s Paid Media Campaigns?
#ABMDoneRight#

What Are Some Of The Limitations Of Today’s Paid Media
Campaign?
❖ Sales Accounts while Marketing Leads
❖ Targeting Data: Often Incomplete, Lacks Precision and Coverage
❖ Reporting: Ad Clicks do not translate into Sales Conversations

What Isn’t Working Today on Different Channels
Google Adwords
• Avg account wastes
75.80% of budget
- keyword-based, not
tied to audience
- does not map
precisely
• 6% of keywords
produce 100% of the
conversions
• 94% of keywords drive
no ROI
(Source: Disruptive Advertising)
Retargeting
• Audience not filtered
to exact targets
- wasted media on
websites with high
traffic
• Inability to personalize
ads to individual
companies, buyers or
buyer journey stage
Content Syndication
• Leads not relevant to
intended targets
- low quality and
expensive
• Low Advertiser Brand
Recall
- wasted media spend

What Isn’t Working Today on Different Channels
InBound Marketing
• Expensive
• Incapable of real
customization
• Easy to get lost
- 1,540,000,000+
websites worldwide
(Q1 2017)
- 3,300,000+ blogs
published per day
(Source: Content Marketing Institute)
LinkedIn
• CPM and CPC 4X to
5X the costs on
Facebook
• Reach low for specific
industries
• No control where ads
are shown
- 90% of ads often
shown on mobile
with low conversions
Facebook
• Facebook interest
targeting not granular
• Title, account-based
targeting not
standardized
• Custom audiences for
B2B match rates
range from 3% to 7%
• Audience expansion
is designed for B2C
- lacks precision for B2B

What’s the impact of Account
Based Marketing (ABM) on
traditional paid media programs?
#ABMDoneRight#

ABM Brings Targeting, Scale, Personalization
• Targets specific accounts housing multiple contacts
• Focuses on precise targeting and personalization
• Plays to buyers’ demands for customized messaging and
relevance
• Prospects engaged by ABM in real time
• AI platforms enable ABM at scale, across a larger number
of targeted accounts

From “spray and pray” display to programmatic ABM ads
Spend media fees exclusively on accounts
(and at key buyers and influencers at those
accounts)
North America
(NAM)
EMEA
LATAM
APAC
Global Accounts
Web Browser
Your
Ads
ABM
Vendor
Users at your target accounts are
served ads via matched cookies or
matched IP addresses.

Understand and Target Specific Buyers and
Influencers…
▪ CMO
▪ Senior Director of
Marketing
▪ VP of Demand
Gen
▪ CTO, CIO
▪ Director Of
Technology
▪ VP of Product
▪ COO
▪ Director of
Operations
▪ VP of Strategy
Marketing IT Operation
s
From “spray and pray” display to programmatic ABM ads (contd.)

Online Cookies, and IP Data for Precise Targeting
of Accounts and Buyers
B2B Targeting Data Available Today is A Lot Richer
1 Billion + B2B
Cookies and
Device IDs
Account Segment FIlters
(such as Industry, Region,
and Tier)
Job Spec FIlters
(such as Job Title, Function
and Level)
3rd Party IP Data
(for Global
Accounts)

Traditional Personas
• Built around job descriptions and
titles
• Static
• Expensive to update manually
AI
AI and M/L Enable Reach and Coverage with Precision and
Recall
AI-Based Personas
• Process data from many sources
• Efficient and economical
• Built on observable data
• AI works in real-time, constant
updates
• Better at identifying exact targets

Planning and
Reporting
Account
Prioritization
People
Prioritization Execution
Account + People AI-powered Account and Persona Models: Find the right set of companies and buyers to target
Data Database of 100 MM B2B contacts and can identify net-new target accounts and people
Execution Pinpoint target buyers across paid channels (Facebook, Twitter, Google Adwords) and engage
1:1 with personalized content and ads
Targeted Account Execution

Let’s Talk About Specific ABM Paid
Media Programs - What Are the
Opportunities Available Today for
B2B Marketers?
#ABMDoneRight#

How Much Should Marketers Expect
To Spend, And What Kind Of Return
On Spend Should They Target?
#ABMDoneRight#

GROWTHGROWTH
Via IP
Via Cookies
Via Both
Reachable Accounts
Unreachable Accounts
Get an Account Coverage Report (ACR) to help with
Budgeting...
Master Account
List
Budgeting starts with understanding your
account coverage...

Growth Accounts ACR Results
XX Matched
Cookies
YY matched IPs
Program
Timeline
If XX > 15K across several 100
accounts, use ABM Job Title Targeting
(JTT)
JTT Programs are strongest in North
America and UK
1 month 2 months 3 months
ABM IP 1800-3000 ads per account per month
ABM JTT 30+ ads per cookie per month
1.5MM - 2.5MM
total ads served
(both types of targeting)
$14 - $18
fully loaded CPM
(both types of targeting)
Choose specific ABM program(s) based on target geo(s),
and best practice #s for ads and targets reached

Pull together a budget that covers multiple programs under
consideration...

Understand expected outcomes from an ABM approach for each
specific program under consideration….
Banner Ads AdWords Facebook with MarianaIQ Targeting
0.05 - 0.1% 0.5 - 2.5% 0.5 - 2%
0.5 - 1% 2 - 5% 5 - 20% (Asset Dependant)
1 - 10% of Account List 1 - 10% of Account List 100% of Account List
CTR
Form Fill Rates
Leads from Target Accounts
Coverage for Target Accounts
5 - 10% Account Reach N/A 80% Account Reach

Banner Ads AdWords -
Specialized
Adwords -
Generic
LinkedIn
Native
Twitter Native Facebook
Native
Facebook w/
MarianaIQ
$5,000 $100 - 250 $1,000+ $400 - 800 $150 - 300 $75 - 150 $40 - 150
Cost Per Lead - Overall
AdWords - Specialized AdWords - Generic Facebook Native Facebook w/ MarianaIQ
$1,000 - 2,500 $10,000+ $750 - 1,500 $40 - 150
Cost Per Lead - Target Accounts
AdWords - Specialized AdWords - Generic Facebook Native Facebook w/ MarianaIQ
4 - 8 1 - 2 6 - 12 30 - 100
Leads in Target Accounts for $8,000 monthly spend ($4k MarianaIQ platform + $4k media)
Understand expected outcomes from an ABM approach for each
specific program under consideration…. (contd.)

MarianaIQ Resources:
https://www.marianaiq.com/resources/
Kwanzoo Resources:
http://www.kwanzoo.com/cms/resources-library/
#ABMDoneRight#

#ABMDoneRight#Contact Us...
❖ info@kwanzoo.com
❖ www.kwanzoo.com
❖ @kwanzoo
❖ info@marianaiq.com
❖ www.marianaiq.com
❖ @mariana
Please take a minute to give us feedback: https://webinars.typeform.com/to/ZGmL44

Case Study: Enhancing ABM with new Channels and Improved
Targeting
2. SOLUTION
▪ Identified the buying groups within
their target accounts
▪ 1:1 targeting of buyers within accounts
on Facebook and Google AdWords
1. NEEDS:
▪ Difficulties engaging target accounts
and target buyers with ABM strategy
▪ Had list of target Fortune 5,000
Accounts
▪ High CPCs was causing Google
AdWords to become a low ROI
channel.
3. OUTCOMES
▪ 40% reduction of cost for top performing
words, reallocated budget to increase leads
▪ Reduced Adwords cost per lead by up to
50%, allowing bids on higher-priced keywords
▪ Improved quality of incoming leads
▪ 30% higher conversation to sales qualified
leads through the use of enhanced targeting
on Facebook

Case Study: Efficiently solving the top of the funnel problem
2. SOLUTION
▪ An AI-crafted, persona-based target
list
1. NEEDS
▪ Improve leads and targeting
capabilities
▪ Had been doing SEM and PPC but
getting mixed results
3. OUTCOMES
▪ 50% penetration into a list of 100k in just 3 days
▪ Improved quality of incoming leads
▪ Increased lead volume by 4X from previous
content marketing efforts
▪ Pleased with the CPL because of highly
targeted audience - very little waste
▪ Earlier were spending 2 - 3 times as much on
LinkedIn but with poor targeting results
Zendesk Usage
Facebook leads through MarianaIQ

Case Study: B2B Software Enterprise
Key Program Metrics vs. Baseline Ranges

Account Name, Job Level, Job Function, Geo Location, Ad Message + Pages Visited (Visitor Journey)
Combining Kwanzoo’s Anon Visitor
Journeys + ABM Contact Discovery
Service with your MAP / CRM data helps
your Sales Team map out ‘Prioritized
Demand’ down to individuals in a
Demand Unit or Buying Group.
What’s New With Account-Based Paid Media Programs?
Deep ABM
Reporting

Account
Engagement
Reports
Marketing
Sales
Prioritized
Account
Other
Account
Prioritized
Account
Other
Account
Prioritized
Account
Prioritized
AccountOther
Account
Other
Account
Other
Account
Prioritized
Account
What’s New With Account-Based Paid Media Programs?

35
Customer
Data
MARIANA IQ
Proprietary Data
▪ 5 Terabytes
▪ 100 million people
▪ Twitter deep graph
access data
External
Data
MARIANA IQ
deep learning engine #1 Persona
“App architect”
M
M
#2 Persona
“Enterprise architect”
M
#2 Persona
“Data architect”
MarianaIQ Account and People Model
Transforming Structured and Unstructured Data in Order to Understand,
Prioritize and Find Net-New Accounts and Buying Groups
Automatically Identify Personas

How to Craft an Account-Based Marketing Budget with Kwanzoo and MarianaIQ [PPT]

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How to Craft an Account-Based Marketing Budget with Kwanzoo and MarianaIQ [PPT]