Engage Smarter, Close Faster: Add a Human Touch to ABM
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ABM campaigns are about making one-on-one human connections despite the impersonal barriers of big business. If you want to cut through the noise, reach your champion and sway a whole organization you need to act outside of the inbox. Join this webinar with TJ Nokleby, Manager of Demand Generation at InsideSales and Daniel Gaugler, VP of Marketing at PFL to learn how InsideSales is using a human touch in their ABM campaign to drive engagement with enterprise accounts.
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Engage Smarter, Close Faster: Add a Human Touch to ABM
- 1. LaunchPoint Webinar Series Engage Smarter, Close Faster: Add a Human Touch to ABM October 26, 2016
- 2. Engagement Marketing Platform • This webinar is being recorded! The slides and recording will be sent to you after the webinar. • Enter your questions in the chat – there will be a Q&A section at the end of the webinar • Posting to social? Make sure to use #mktgnation or tweet @marketo or @pflcom Housekeeping
- 3. TJ Nokleby Manager of Demand Generation Daniel Gaugler VP of Marketing @dgaugler
- 4. Who We Are We help companies make remarkable customer connections with tactile marketing (print, mail, dimensional mail, gifts) integrated into the Marketing Automation and CRM software systems they already use.
- 5. Account Based Marketing Customers don’t respond to robotic marketing.
- 6. The Effect of Direct Mail on Recipients http://www.slideshare.net/canadapost/direct-mail-neuroscienceperspective040814 Leaves a deeper footprint in the brain. Integration of visual and spatial information in the parietal lobe. Milward Brown, 2009 Study The red area in the images of the brain represents greater oxygenated blood flow (and hence activation) stimulated by physical ads. The blue areas are regions activated more by visual ads. The “cross hairs” highlight the named brain region. Drives more emotional processing. Important for memory and brand associations. Results in greater internalization. Responses connected with internal feelings, in the MPFC and cingulate.
- 7. What’s the last prospecting EMAIL you remember? What’s the last PACKAGE you remember?
- 8. Incorporate Direct Mail into Your ABM Efforts Initial Engagement Stuck Deals Creating Advocates
- 9. How to Make Your ABM Campaigns More Personal
- 10. Leverage Data for Personalization • Leverage variable content. • Trigger sends based on prospect behavior.
- 11. Personalize by Persona MATCH THE PACKAGE TO THE PERSONALITY
- 12. A Multi-Channel Campaign is the Key Source: InfoTrends
- 13. We accelerate sales for the world’s top companies.
- 14. Building your ABM Campaign Who Target Accounts • How many to target • Who to target • Budget Target Contacts • Conduct research and identify individuals Account Research & Persona Creation • Identify account level and contact level pain points, goals, etc. • Create contact personas CMO CIO VP Sales End User CFO CEO
- 15. Who What How Measure Customized Content for Each Persona • Content should speak to specific persona pain points. • Sell a solution to their specific problem.
- 16. Who What How Results Deliver the Message Deep sales and marketing alignment Cater the medium to the persona Integrate cross-channel programs Take time to build the campaign the right way
- 17. Our Campaign: Overview 6 Week Program Dimensional Mail Email Web/Social/Ads Phone = RESULTS
- 18. Our Campaign: Tactile Marketing What do you send the CEO/CRO of a Fortune 500 company? • Create a tactile piece that’s memorable and ties to your campaign/product • Don’t be too cute.
- 19. Our Campaign: Tactile Marketing
- 20. Our Campaign: Flow CEO to CEO & CRO to CRO AE to VP of Sales Ops, VP of Inside Sales, Dir. of Sales Ops AE to CRO/Head of Sales, CFO, CIO Steve Young Signed Football/Branded Football CEO/CRO Follow-up Email Marketing Email 1 (HDF Awareness eBook) AE Follow-up Phone/email 1 Marketing Email 1 (HDF Awareness) AE Follow-up Phone/Email 1 Marketing Email 2 (HDF Engage) AE Follow-up Phone/Email 2 Marketing Email 2 (HDF Engage) AE Follow-up Phone/Email 2 Mini Footballs + Infographic Poster AE Follow-up Phone/Email 3 AE Follow-up Phone/Email 3 Direct Mail (Invite to Event/Dinner) Marketing Email 3 (Digital Invite/ Follow-up to DM) AE Phone 4 (Follow-up to DM) AE Phone 4 (Follow-up to DM) Marketing Email 4 (HDF Convert) AE Follow-up Phone/Email 5 Marketing Email 4 (HDF Convert) AE Follow-up Phone/Email 5 EVENT WEEK
- 21. Our Campaign: Results 2x Pipeline In 6 weeks we created as much pipeline as sales or revenue of the whole previous year! 15x ROI You have my attention.“ ”
- 22. Key Learnings Sales and marketing alignment is key Take time to create a compelling campaign and plan out every detail Tactile piece is key to breaking through to top accounts Leverage your executives to help your AE’s get in the door You can never over communicate to your sales team
- 23. Daniel Gaugler VP of Marketing @dgaugler QUESTIONS? Additional Resources: 7 Sales Cadence Templates to Double Your Contact Rates in 20 Days http://www.insidesales.com/white-paper/sales- cadence-templates/ Account Based Mail: Using Direct Mail in Your ABM: http://pfl.com/abm TJ Nokleby Manager of Demand Generation
- 24. Thank You
Notes de l'éditeur
- Janet of Marketo is moderating and doing housekeeping/introductions—kick it over to Daniel
- Daniel—thanks Janet and thanks everyone for joining us today. I’m really excited to be hear today with the Marketing Nation. First I like to start off on making everyone jealous of where we live. We are located in Montana just a stones throw from the Yellowstone river and minutes away from world class ski hills. PFL provides technology solutions that drive engagement with your prospects and customers, by adding a new/old channel to your marketing. Beyond technology we also do print, mail and fulfilment to make executing on multi- channel campaigns easy. Enough about us.
- Let’s talk about Account Based marketing. –the marketing buzzword of 2016 and likely 2017. While Account based marketing focuses on the account, hence the name. One thing that is important to remember is we are still marketing to people at these targeted accounts. I think it’s common sense that people generally prefer to be treated like people, right? Today we’ll talk about how we can create personalized touches with our ABM campaigns that are more human. I’ll start by sharing a best practices and then hand it off to our customer TJ from Inside sales to share their case study and how they are doing this in live campaigns.
- First lets talk about why adding a new channel to your ABM programs is a good idea. Not only does doing a tactile send get delivered to a different inbox, than the one your trying not to look at right now. But direct mail tangible and gives a since of something real. It brings your brand to life and stimulates different senses than our digital marketing counterpart. And this experience makes the interaction more memorable. In this recent technical paper about the neuro science, most of which I didn’t understand shared research on how a interacting with something physical incites different areas of our brain. The key takeaways are that these physical interactions Leave a deeper footprint in the brain Drive more emotional processing And this happens because direct mail engages parts of the brain that have to do with visual and spatial information, “suggesting that physical material is more ‘real’ to the brain. It has a meaning and a place. This connects direct mail to your prospect’s memory and emotional centers, creating a powerful connection unique to tangible marketing.
- OK enough with the neuro science – and on to marketing. Do you find yourself endlessly checking your email, hoping that some stranger just sent you something. -Which is why email can be real challenge particularly in ABM. Many times you are trying to engage people who don’t know who you are. And even if you’ve done the research, and created a super personal email- --the odds are stacked against you, and chance are it’s highly likely it won’t even get opened let alone read. It’s easy for emails to get ignored or deleted if the recipient has never engaged with you before—remember, people get hundreds of emails a day. Contrast that to your reaction to when you see a FedEx package on your desk? – I know for me, I can’t wait to open it. My two year old feels the same, checking the mail is fun. Most people are lucky to get one package in a week, so the likelihood of them opening and engaging with your direct mail piece is high. So imagine adding that same level personalization you put into that email and delivering that to your prospect with a tactile touch. And then you send that personal email or make that phone call. The odds of creating engagement go up substantially.
- We’ve talked about Direct mail can create engagement and be memorable. So how’s this fit into ABM? If your thinking about launching an ABM campaign it’s important to think about the what I call the “Stuck Points.” The most common stuck points we hear about are: Initial engagement Use this tactic to warm up an account not just a lead. Make it a conversation starter. Stuck deals Getting advocates to talk about you. But can assist in moving metrics through out your entire funnel. From driving new leads, to retargeting, to accelerating your pipeline, to creating advocacy.
- OK, we’ve discussed that Direct mail alone can create stronger connections with prospects because of its nature. So let’s discuss how we can get the most out of this channel. Just like in digital marketing we have learned that: Personalization is a multiplier: When we improve Relevance and Timing it will dramatically improves our results You might be asking yourself how does this level of personalization scale. Platform like Marketo… can help us leverage all of our existing data; From there you can take that data to define personas that drive your personalization. And don't always target just the decision makers. Buy-in from influencers is crucial as well, and the shareable nature of tangible marketing collateral will kick start a conversation about you. ****** An average of 17 different people are involved in the decision making process for enterprise purchases and each of those people will pull a different weight in that decision. Each will also have different needs, pain points, goals, motivations, etc. These could vary depending on whether or not you're talking to sales versus marketing, operational people versus managers and directors and so on, so it's important that you keep direct mail sends aligned with a prospect's persona and role in the buying cycle. The obvious challenge to including direct mail in an ABM campaign is scalability. And don't always target just the decision makers. Buy-in from influencers is crucial as well, and the shareable nature of tangible marketing collateral will kick start a conversation about you. Chatter among influencers can grow into a storm decision makers can't ignore. Lower cost sends make sense to this audience, but they will still be meaningful and engaging.
- Think of your direct mail piece as a blank canvas. Everything can be dynamic based on the data to make the piece more impactful Use variable content and images that will resonate with the company and persona you’re targeting. Also don’t forget the timing aspects. Factor in behavioral triggers. Examples: You can trigger the send of "meeting maker" packages to decision makers once your account reaches a specified score threshold. Or, you can trigger the send of a printed guide book when a target prospect visits a specific product page on your website.
- The key to great ABM is personalization. Personalize by persona, but then kick things up a notch later in the sales cycle with "personality" personalization. Take information from sales conversations and social profiles to identify things the prospect enjoys, such as food, outdoor activities, travel etc. Then surprise and delight that prospect with a direct mail package that ties into their interests and a note that prompts them to complete the desired behavior, whether it is to give you a call back or sign the contract. People who receive packages are 10 times more likely to act when asked for something in return, so this can be a highly effective tool for your sales team. Just as you did with personas, you can make this strategy scalable by grouping personality interests into categories and then choosing a direct mail package for each.
- The key to using direct mail in an ABM campaign is keeping it multi-channel. Direct mail should never be set-and-forget—your efforts will be much more successful when integrated with account based emails, phone calls and web personalization. This way contacts will get a consistent set of messages across the channels, progressing them through their path to purchase. TJ at InsideSales.com is running an awesome multi-channel ABM campaign, and I’m going to kick it over to him now to share how he’s doing it.
- Tell us more about yourself and InsideSales.com and give a quick overview about why you chose ABM as a marketing approach/why it works for your business. (Maybe mention how you guys are based in the Utah “Silicon Slopes”…we also refer to ourselves in a similar manner, being nestled in the Montana mountains. Quick preview of what you’re going to talk about: Building an Enterprise ABM Campaign Using Tactile Marketing to Reach to Decision Maker Results/Learnings
- Everything starts with Sales/Marketing alignment Marketing presented budget, how many accounts. Together, we decided who to target, list criteria, finalized campaign Persona Based Marketing(PBM)/Enterprise Accounts (Fortune 500) CRO/Head of Sales, CEO, CFO, Sales Ops
- After determining our target personas, we started to create personalized and relevant messages for our various personas so we could start building out our campaign. (Explain your messaging strategy briefly and why the messaging works for your various personas) Build content that will speak to their specific pain point for their respective job title. Sell a solution to their specific problem. Cater the medium to the specific title. Ex. Tactile to CEO (email most likely won’t cut through) Take the time to build the campaign the right way (map it out). You may not get another chance with the Account.
- So, you should cater messaging to specific personas, and you should also cater the medium to personas. Cater the medium to the specific title. Ex. Tactile to CEO (email most likely won’t cut through) Take the time to build the campaign the right way (map it out). You may not get another chance with the Account. (Touch on the value of integrated, cross-channel campaigns) Importance of sales/marketing alignment through all of this…
- Campaign 6 Week Campaign/Nurture Tactile Pieces, Email, Phone Product: HD Forecast – InsideSales.com’s AI Forecasting Tool
- What do you get the CEO/CRO of a Fortune 500 company? Amazon Echo? He/she can buy whatever they want. You’re marketing to Fortune 500 accounts, not asking a them to a high school dance. Create a tactile piece that’s memorable and ties to your campaign/product Don’t be too cute. “People are just “nuts” (gifting a bag of nuts) about our product…” PFL helped as a great sounding board from their experience of what has worked for other clients.
- Signed/Branded Footballs (Quarterback of their sales organization) Personal Note from InsideSales.com’s CEO or CRO (depending on title) Through PFL, was able to trigger the football via Marketo, have notifications when the footballs were delivered, and trigger an automated email from our CEO/CFO (50% open rate on those emails)
- X % increase in pipeline (in 6 weeks we created as much pipeline as the previous year for HD forecast) 2x pipeline created in 6 weeks than revenue for the previous year (for HDF). 15x ROI (Est.) Top tier Fortune 500 accounts Walked into meeting and the customer brought out football, “you have my attention”
- Sales and marketing alignment is key Take the time to create a compelling campaign and plan out every detail Tactile piece is key to breaking through to top accounts Leverage your executives to help your AE’s get in the door You can never over communicate to your sales team the details and activities of the ABM campaign. Use PFL/Marketo to give visibility to each AE on what is happening with their accounts