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Plays for Revenue Success

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This webinar will walk you through how Masergy, a leading networking and security solutions company, achieved their growth targets by aligning sales and marketing on their ABM strategy and taking a data-driven approach to scaling their ABM program for sustained growth.

In this webinar, you will learn the following:

-Aligning your team on the buying cycle with the Sirius Demand Unit Waterfall framework
-Key sales and marketing plays you can use at each stage of the Waterfall to jump start your ABM strategy
-How Masergy’s used these plays to fuel their ABM strategy and drive a 20% increase in revenue within 3 months

Speakers:
Malachi Threadgill, Director of Demand Generation, Masergy
Matt Senatore, Service Director, Sirius Decisions
Nipul Chokshi, VP Product Marketing, Lattice Engines

Publié dans : Marketing
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Plays for Revenue Success

  1. 1. PLAYS FOR REVENUE SUCCESS IN AN AI WORLD
  2. 2. Presenters Nipul Chokshi VP Product Marketing @nipulc Matt Senatore ABM Service Director @MattSenatore Malachi Threadgill Director of Demand Gen @malachiii
  3. 3. The SiriusDecisions Demand Spectrum Varying ways b-to-b organizations create demand
  4. 4. SiriusPerspective: 4 © 2017 SiriusDecisions. All Rights Reserved@MattSenatore#SDForum Defined Demand Focused Demand Named / Industry Account ABM Different Ways To Create Demand in B-to-B Marketing, sales and other business leaders must work together to determine which demand creation approach they might want – and are ready – to pursue. Demand Approach High Low Large Account ABM • S/M commitment to partnership • Org commitment to insights • Dedicated marketers • Measurement change • S/M commitment to collaboration • Account Clustering • Trigger-based programs • Segmentation / Relative Targeting • Audience-based programs • Newsworthy content Success Requirements
  5. 5. SiriusPerspective: 5 © 2017 SiriusDecisions. All Rights Reserved@MattSenatore#SDForum ABM Requires a Different Way Forward What differentiates account-based marketing from broader-based efforts, revolves around insights, the level of personalization and the degree of alignment with sales. Dedicated Resources Pipeline Contribution Primary Marketing Investment Insights Collaboration Customization Program Tactic Examples Large Account ABM Sales – high Mktg - high Sales - > 90% Mktg - < 10% Sales Enablement Contact Partnership Custom Custom events Top-to-Tops 3-D mailers Named / Industry Account ABM Sales – high Mktg - med Sales - > 75% Mktg - < 25% Demand Creation Persona / Contact Collaboration Account / Persona Industry / Regional events Web personalization Retargeting Focused Demand Sales – med Mktg - low Sales - > 60% Mktg - < 40% Demand Creation Persona Coordination Persona Display advertising Paid search Webinars Tradeshow sponsorships Defined Demand Sales – low Mktg - low Sales - < 25% Mktg - >75% Reputation NA Informed None Broad Advertising PR Content Syndication
  6. 6. 6 © 2017 SiriusDecisions. All Rights Reserved@MattSenatore#SDForum What Do All Demand Creation Efforts Have in Common? Measure effectiveness and progression to determine success
  7. 7. The SiriusDecisions Demand Unit Waterfall Managing and measuring demand performance
  8. 8. SiriusPerspective: 8 © 2017 SiriusDecisions. All Rights Reserved@MattSenatore#SDForum Market Market: Multiple company entities cluster around a common market segment attribute such as industry, geography or enterprise size What Do We Mean by “Buyer” in B-to-B? While we often use the term “account” in b-to-b, an account is often not the true target that product, marketing and sales have in mind when they think about the buyer. Account Account: The buying entity – where the contractual relationship exists Buying Center Buying Center: A function or department that the buyer persona is associated with Buying Group Buying Group: A collection of personas involved in the process to buy an offering B-to-B Buyer Audience Echelons Persona/ Contact Persona: An individual characterized by job role
  9. 9. 9 © 2017 SiriusDecisions. All Rights Reserved@MattSenatore#SDForum In current lead management systems, your prospect pool looks like this… These are “Leads”
  10. 10. 10 © 2017 SiriusDecisions. All Rights Reserved@MattSenatore#SDForum And that obscures the reality, which looks like this… Many individuals are already working as buying groups. But Here’s the Reality…
  11. 11. SiriusPerspective: 11 © 2017 SiriusDecisions. All Rights Reserved@MattSenatore#SDForum The SiriusDecisions Demand Unit Waterfall™ The Demand Unit Waterfall tracks the progression of demand units from potential, identified in the target market, through to closed/won deals. Closed SQLPipeline SGLTQLTGLQualified Demand AQLPrioritized Demand Target Demand INQsEngaged Demand Active Demand We Target We Suspect We Connect We Evaluate We Know We Expect We Win!
  12. 12. SiriusPerspective: 12 © 2017 SiriusDecisions. All Rights Reserved@MattSenatore#SDForum Waterfall Stages Aligned to Primary Owner While marketing, tele and sales all work to drive demand and close opportunities, there are multiple potential process paths through the waterfall depending on demand approach. Closed Pipeline Qualified Demand Prioritized Demand Target Demand Engaged Demand Active Demand Marketing Tele Sales Channel
  13. 13. SiriusPerspective: 13 © 2017 SiriusDecisions. All Rights Reserved@MattSenatore#SDForum Marketing-Driven Waterfall (Focused Demand) While marketing, tele and sales all work to drive demand and close opportunities, there are multiple potential waterfall paths depending upon demand approach. Closed Pipeline Qualified Demand Prioritized Demand Target Demand Engaged Demand Active Demand Marketing Tele Sales Channel SL A SL A
  14. 14. SiriusPerspective: 14 © 2017 SiriusDecisions. All Rights Reserved@MattSenatore#SDForum Sales-Driven Waterfall (ABM Top Tier 1-to-1) While marketing, tele and sales all work to drive demand and close opportunities, there are multiple potential waterfall paths depending upon demand approach. Closed Pipeline Qualified Demand Prioritized Demand Target Demand Engaged Demand Active Demand Marketing Tele Sales Channel
  15. 15. SiriusPerspective: 15 © 2017 SiriusDecisions. All Rights Reserved@MattSenatore#SDForum “What is the percentage difference in closed deals from qualified opportunities for ABM accounts versus non-ABM accounts” ABM Increases Closed Deal Percentage 89 percent of respondents stated that ABM improves closed deals. Nearly one in four had better than a 50 percent conversion increase when deploying ABM. 1- 10% 24% 13% 11- 20% 21- 30% 7% > 50% 18% 41- 50% 20% 31- 40% 7% Source: SiriusDecisions 2017 ABM Command Center Lower 4% 7% No change
  16. 16. SiriusPerspective: 16 © 2017 SiriusDecisions. All Rights Reserved@MattSenatore#SDForum ABM Increases Average Deal Sizes Respondents state that average deal sizes are higher for ABM accounts; more than one in four (27 percent) have a greater than 50 percent increase in average deal size. “What is the percentage uplift in average deal size for ABM accounts versus non-ABM accounts” Source: SiriusDecisions 2017 ABM Command Center 91% “Average deal size is LARGER for ABM accounts versus non- ABM accounts”
  17. 17. More data is available now than ever about your buyers Firmographics Web ClicksSearch and Intent Business Change and Growth Social ActivityTech Footprint Outside your company Inside your company Product Usage Training Support Marketing Response Transactions CRM
  18. 18. Key Challenge: Making data usable and available in real-time CLEAN AND DE-DUPE AGGREGATE AVAILABLE IN REAL-TIME1 2 3
  19. 19. Lattice enables you to accelerate revenue by providing complete knowledge about your customers.
  20. 20. It All Starts with Data Businesses globally200M+ 21,000+ Buying signals per business Domains tracked100M+ Interactions tracked daily1B+ The Lattice Data Cloud provides the world’s largest source of B2B buying signals. Data refreshReal-Time
  21. 21. Using AI, Lattice identifies which attributes make up a good target
  22. 22. Lattice makes the analytics and data available in your execution systems ADS/WEB MARKETING AUTOMATION CRM
  23. 23. Examples of AI-Powered Sales and Marketing Plays LIST ACQUISITION CAMPAIGN TARGET ACCOUNT SELECTION & PRIORITIZATION TARGET ACCOUNT AWARENESS CAMPAIGN INTENT-TRIGGERED DIRECT MAIL OR AD CAMPAIGN COMPLEMENTARY PLATFORM ENGAGEMENT CAMPAIGN COMPETITIVE SOLUTION ENGAGEMENT CAMPAIGN ACCOUNT ENGAGEMENT SALES TRIGGERS SCORE-BASED MQL IDENTIFICATION SALES CALL PRIORITIZATION INTENT-BASED MQL ACCELERATOR CAMPAIGN CROSS-SELL/ UP-SELL WINBACKS RETENTION
  24. 24. Fortune 500 Companies Are Achieving Success with Lattice Fortune #466 Fortune #14 Fortune #41Fortune #26 Fortune #203 Fortune #125 Fortune #303 Fortune #465 Fortune #527 Fortune #243 Fortune #579 Fortune #47 Fortune #144 Fortune #443 Fortune #264 Fortune #73 Fortune #199 Fortune #140 Fortune #12 Fortune #124 Fortune #336 Fortune #61 Fortune #154 Fortune #223 200+ DEPLOYMENTS GLOBALLY
  25. 25. High Growth Brands are Achieving Success with Lattice 200+ DEPLOYMENTS GLOBALLY
  26. 26. W W W . M A S E R G Y . C O M©2017 Masergy. All rights reserved.
  27. 27. W W W . M A S E R G Y . C O M©2017 Masergy. All rights reserved. Global Software Defined Platform
  28. 28. W W W . M A S E R G Y . C O M©2017 Masergy. All rights reserved. Our Advantage: Superior Customer Experience
  29. 29. W W W . M A S E R G Y . C O M©2017 Masergy. All rights reserved. Traditionally, our business was driven by Channel Sales… …the direct channel presented a great growth opportunity
  30. 30. W W W . M A S E R G Y . C O M©2017 Masergy. All rights reserved. We Executed on a Direct Channel Strategy • Lead Development Reps • Inside Sales • Outbound team • Email marketing • Events • Cold-calls • Pardot • Salesforce TEAM TACTICS TECH
  31. 31. W W W . M A S E R G Y . C O M©2017 Masergy. All rights reserved. We thought it was working well… 25,000+ Leads Created
  32. 32. W W W . M A S E R G Y . C O M©2017 Masergy. All rights reserved. The Not-so-good • Low Quality • Not ready to buy • Not the right fit Unfortunately, the leads were…
  33. 33. W W W . M A S E R G Y . C O M©2017 Masergy. All rights reserved. We had to make a change Was ABM the key?
  34. 34. W W W . M A S E R G Y . C O M©2017 Masergy. All rights reserved. Transition to ABM Uncovered Weaknesses in our Approach  We thought o we knew who our ideal customers were o we knew who our decision makers were o it would be easy  We realized that we had made a lot of assumptions  We had to get this right
  35. 35. W W W . M A S E R G Y . C O M©2017 Masergy. All rights reserved. Predictive (Artificial) Intelligence was Critical for ABM We Needed o The Right Companies o Segmentation o Scoring / Rating o Enrichment
  36. 36. W W W . M A S E R G Y . C O M©2017 Masergy. All rights reserved. Our Predictive Vendor Selection Process  Take 1 o Shortlisted 4 vendors o Selected 1 Vendor o 6 Months of Rollout o Vendor didn’t live up to our expectations  Take 2 o Redefined Goals / Expectations o Shortlisted 3 Vendors o Key criteria: proof of data quality and insights o Selected Lattice Engines
  37. 37. W W W . M A S E R G Y . C O M©2017 Masergy. All rights reserved. Why we selected Quality Data Firmographics, tech, intent, international coverage Superior Predictive Models More confidence in their algorithm Actionable Insights Integrated into CRM, Affirmational, Not a black box Flexibility Unlimited models, augmentation, Salesforce integration Implementation & Support Brought understanding and know-how
  38. 38. W W W . M A S E R G Y . C O M©2017 Masergy. All rights reserved. Predictive Drove Growth in Several Ways 1. Identified target accounts using data 2. Orchestrated outbound activities across Sales and Marketing 3. External data signals enabled hyper-targeted messaging 1 2 3
  39. 39. W W W . M A S E R G Y . C O M©2017 Masergy. All rights reserved. Identified Target Accounts using Data • Created different predictive model for each product • Identified ideal attributes for our target accounts • Enabled data-driven conversations around what types of accounts to pursue 1
  40. 40. W W W . M A S E R G Y . C O M©2017 Masergy. All rights reserved. Orchestrated Outbound Activities across Sales and Marketing Lattice identified targets Show display ads to high fit/ intent accounts Send Email (touch 1) SDR Call (touch 2) Send Email (touch 3) Direct Mail (touch 4) Ask for meeting (touch 5) Example ABM campaign flow 2
  41. 41. W W W . M A S E R G Y . C O M©2017 Masergy. All rights reserved. • Account scores determined which accounts we’d pursue and what tactics we’d use Orchestrated Outbound Activities across Sales and Marketing 2
  42. 42. W W W . M A S E R G Y . C O M©2017 Masergy. All rights reserved. External Data Signals Enabled Hyper-targeted Messaging  Technology data enabled us to identify best fit accounts o Enabled us to bucket companies by innovation investments o Identified opportunities for competitive take-out o Uncovered cross-sell/ up-sell potential  Intent data enabled us to assess buyer stage o We spent more $$$ on high intent accounts (later buyer stage) o Accelerated SDR outreach for high intent accounts o Drive sales affirmation  Customized ad, email, sales outreach using this data o 5x higher CTR on personalized ads o 25% open rate on custom nurture emails 3 Example attributes for illustration purposes
  43. 43. W W W . M A S E R G Y . C O M©2017 Masergy. All rights reserved. ABM drove Opportunity Creation and Funnel Compression in a meaningful way 30% Higher Opportunity MRR 2x Deals Created 10% Sales Cycle Reduction
  44. 44. W W W . M A S E R G Y . C O M©2017 Masergy. All rights reserved. Lessons Learned  ABM is hard without external data  Messy data is bad  “Show me, don’t tell me” for sales adoption  Personalized content will require work but its worth it  Not all predictive vendors are equal
  45. 45. Come hear from Lattice customers live! Visit us at Booth 12 at SiriusDecisions Technology Exchange in Austin Come hear Verizon talk about their success with AI October 30 – November 1 Unlock Growth in 2018: Learn how Sage Drove Global Success with AI and Data Register at bit.ly/LatticeAndSage October 30
  46. 46. Questions Nipul Chokshi VP Product Marketing @nipulc Matt Senatore ABM Service Director @MattSenatore Malachi Threadgill Director of Demand Gen @malachiii

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