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Mapping Out A Successful ABM Scaling Strategy
Angus Reid, Global Channel Marketing Strategist, Hewlett Packard Enterprise
Kevin Cunningham, CEO, MRP
glsr.live/ABM
HPE
Creating a world where everything computes
Intelligence will be embedded everywhere
Everyone and everything will be connected and secure
Through data, everything will be understood
MRP Prelytix
About MRP Prelytix
Trusted Partner with Global Reach Drive ROI Through
Customer Centricity
• Deliver and measure revenue impact
across online and offline channels
• Operationalize insight directly into
action using the industry’s first
application of real-time AI and
Machine Learning, powered by Kx
• Measure and optimize success based
on revenue impact
The Only Enterprise Class
Predictive ABM Platform
• Executing ABM since 2002
• We help enterprise and mid-market
organizations that serve multiple
geographies, lines of business and
industries
• MRP enables you to share insights,
coordinate partner outreach and
coordinate execution and optimization
across the business
• MRP operates in 100+ countries, 20+
languages
• 700 employees based in 10 global offices
• Publicly listed on LSE: FDP
10
Account Insights
6
Enterprise Class Predictive ABM Contact Activation Predictive Engine
Powered by:
Contactability
Technographic
Context Engine
News/Jobs Data
MAP
Audiences
Product Interest
Social Media
Email Marketing
Inside Sales
Website
Content
Syndication
Display
ORCHESTRATION
ENABLEMENT
Direct Mail
1st Party
MRP: 2nd Party
3rd Party
CRM
Web Tracker
INTEGRATION
Our Goal
7
Finding and Scaling Success Through Enterprise Class ABM
8
How Did We Get There?
Target decision makers within accounts
through insight driven direct mail.
Focus on monitoring HPE target accounts
and industries across UK & Ireland
Establish online buyer activity and
purchasing propensity
Sales Qualified Leads passed for direct
follow or placed into existing HPE
infrastructure within nurture program.
9
Prelytix Initial Findings
• 2.5K Active accounts
• 822 keywords consumed
• 1.4M page views (total number of pages containing relevant HPE keywords)
• 993.2K unique views (unique IP addresses)
Prelytix Insights
• Top 10 verticals consuming HPE keywords and searching for HPE product offerings
• Active accounts with most increased and decreased activity over last 7 days
• Overview of most popular HPE keywords accounts are consuming & overall buyer journey of each account
Account Insights .
Orchestration: Activation
10
• Pay for Performance Program
• Verified Contact Details
• Account Level Intelligence
• Leads Generated for Nurture and Instant Meetings
Created for Sales
Direct Mail
11
Program Overview
Phase 2/3
1st Renewal & Program Extension
Phase 4
Current Program Phase 5
Expansion
• Growth on existing
relationships
• Program
development into UKI
Public Sector
• Expansion into new
markets and
geographical reach
Aug 2018 Jan/Feb 2019 June 2019 2020
Phase 1
Pilot
Primary objectives:
Direct Mail and Prelytix UKI
Market: Midmarket
Verticals: All Sectors
(Commercial & Public
accounts).
Primary objectives:
Direct Mail and Prelytix UKI
Market: Midmarket
Verticals:
• Client Provided Stalled
Pipeline
• Net New PX Commercial &
Public accounts.
Primary objectives:
Direct Mail and Prelytix UKI
Market: Enterprise
Verticals: All Sectors
(Commercial & Public
accounts).
12
Program Overview
Renewal & Extension
Pilot
152 Profiled Leads
446 Profiled Leads
Current Program
Profile Response Rate 2x Industry Standard
240 Profiled Leads
$2.1 m Pipeline/Revenue
80% MQL/SQL Conversion
Enablement
13
Lead Conversion & Pipeline Optimization
• Drive marketing, sales & channel alignment; focused on converting pipeline
and revenue faster
• Get a full picture of marketing response trends across marketing
engagements
• Develop and maintain consistent reporting between marketing & sales
• Highlights have included:
• Average profile response rates 2x the industry standard with one
campaign resulting in profile response rates nearly 6x the
industry standard!
• Almost 1000 MQLs generated across all campaigns
• MQL to SQL Conversion: 80% • Current Pipeline: $2.1 Million
14
Thank You!
Kevin Cunningham
CEO, MRP
Boston
Belfast
Philadelphia (HQ) Dublin Sydney
Dubai New York
San Francisco
Singapore
Managua
London
Angus Reid,
Global Channel Marketing Strategist,
Hewlett Packard Enterprise