Scaling insight the key to unlocking ABM W E L C O M Eb2bmarketing.b2b-ignite.net/wp-content/uploads/2019/07/... · 2020-05-04 · 7. Retail 1 3 3 Case Studies CWS - (to verticals)

W E L C O M E

Scaling insight – the key to unlocking ABM

success – without breaking the bank

Don’t Forget – ask questions via the app @EnigmaMarketing

https://twitter.com/EnigmaMarketing


Great things happen when insight comes alive Great things happen when insight comes alive

NOT JUST ANY

SANDWICH→

@EnigmaMarketing




A REAL ABM SANDWICH→

MARKETING

SALES

X 9 VERTICAL MARKETS = 9

X 2 SUB-SECTORS = 18

X 8 PERSONAS = 144

X 6 MESSAGING VARIATIONS (FOR SUB SECTORS) = 864

X 14 UNIQUE ASSETS = 12,096

X 3 ASSET VARIANTS = 36,288

X 6 LANGUAGES = 217,728

Great things happen when insight comes alive

IT IS BECOMING HARDER

Source: Gartner -The New B2B Buying Journey insights 2019

“The typical buying group for a complex B2B solution involves 6 to 10 decision makers‚ each

armed with four or five pieces of information they've gathered independently and must de-conflict

with the group”


THE BUYER JOURNEY

HAS CHANGED -

FOREVER →

Source: Gartner -The New B2B Buying Journey insights 2019


ALIGNING THE BUSINESS →

MARKETING

SALES


ABM→

Anyone

But

Me

Great things happen when insight comes alive @EnigmaMarketing




HOW MANY OF US ARE

SCALING OUR ABM?→

Source: 2018 account based marketing census – B2B Marketing


KNOW AS MUCH AS YOU CAN →

The importance of

insight


SO HERE IS MY

SANDWICH→

@EnigmaMarketing



@EnigmaMarketing Great things happen when insight comes alive




MAKING IT PRACTICAL

5,030 variables!

Sectors Sub

Sectors Personas Messaging Variations

(sub sector) Asset Details Variants Personas Sectors/sub

sectors Variations Languages TOTAL 1. Financial Services 3 3 9 Hub TAM HUB 1 1 1 1 6 12

2. Oil & Gas 1 3 3 DM CXO DM Pack (to sub sectors) 2 1 16 32 6 192

3. Industrial 1 3 3 Marketing EDM Marketing EDM (to sub sectors) 8 3 16 384 6 2304

4. Food & Beverage 2 3 6 Sales EDM Sales EDM (to sub sectors) 8 3 16 384 6 2304

5. Construction 3 3 9 Whitepapers CWS - (to verticals) 2 1 9 18 6 108

6. Transport 2 3 6 Case Studies Discovery & Automation 2 1 1 2 6 12

7. Retail 1 3 3 Case Studies CWS - (to verticals) 1 1 9 9 6 54

8. Basic Materials 1 3 3 Factsheets Discovery & Automation 2 1 1 2 6 12

9. Health Care 2 3 6 Infographic CWS 2 1 1 2 6 12

16 48 Customer PPT CWS - Proposition PPT 1 1 1 1 6 6

Video CWS 1 1 1 1 1 1

Brochure CWS 1 1 1 1 6 6

Anylsts Report CWS 1 1 1 1 6 6

Cost calculator Discovery Alogrythim 1 1 1 1 1 1 @EnigmaMarketing



13

Objective: Drive deeper customer engagement with sales and marketing alignment for greater Complete Website Security (CWS) solution opportunities.

•Strategy

• Targeting 1,500 core accounts globally.

• Data segmentation into 3 core personas (Biz, Tech, Ops) and job titles split by the 2 buying centers.

• 3 streams of activity targeting each persona along the buyers journey, with messaging aligned to customer challenges and pain points, persona and buying center.

• Communications incorporate personalization by individuals name, company name, persona imagery and contacts geo/region imagery.

• Monthly activity schedule distributed via Eloqua and LinkedIn, supported by CWS assets refresh including a central customer Content Hub and sales enablement assets.

Live themes

• Evolve your Website Security

• The Future of Website Security

• Suckfly: Revealing the secret life of your code signing certificates @EnigmaMarketing

https://app.box.com/files/0/f/18030683018/Whitepapers

https://symantec.box.com/s/sjexxzr4mw5y4cr4935aj8vf9wuhm8ck



Technology Persona. Technology Persona. Technology Persona. Operations Persona.

Operations Persona. Business Persona. Business Persona. Business Persona.












Account level

Banking

Account 1

Account 2

Account 3

Account 4

Account 5

Account 6

Account 7

Account 8

Account 9

Account 10

Account 11

Account 12

Account 13

Account 14

Account 15

Account 16

Account 17

Account 18

Account 19

Account 20

Account 21

Account 22

COMPETITOR DISPLACEMENT - ACTIVATION FRAMEWORK →

Account level Industry Status Persona level Comms

Telco

Gaming

Utility

Retention

Winback

Retention

Winback

Retention

Winback

Retention

Winback

Senior

Business

ITDM

IT Influencer

Banking

Telco

Gaming

Utility

Video DM

DM

White paper

Landing page

Emails x 2

InMails

Sponsored updates

Sales Enablement

@EnigmaMarketing




Sources Accenture - INSURANCE | Digital Transformation Remaking an Industry

Deloitte – 2019 Insurance Outlook

Digital/McKinsey - Digital disruption in insurance: Cutting through the noise

KPMG - Insurtech 10: Trends for 2019

PwC - Insurance trends 2019


FINACIAL SERVICES

& INSURANCE

ABM PROGRAMME

• Insurance and

Banking

• CIO, CTO, CFO

• Hero content –

Thought leadership

white paper

• Curated not Created

• Direct mail

• Email

• Infographic

• Aminated video

• LinkedIn

• Content hub

• Highly personalised

@EnigmaMarketing




KEY TAKEAWAYS →

@EnigmaMarketing




DON’T STOP

ALWAYS-ON PILOT FIRST

DON’T

UNDERESTIMATE

THE VALUE OF

HUMAN

INTERACTION

USE A BLUE PRINT

FOR SCALING

SELECT TARGET

ACCOUNTS

CAREFULLY

KNOW YOUR

CUSTOMERS

(INSIGHT AND

DATA)

@EnigmaMarketing

DIFFERENT

PERSONAS ARE

LIKELY TO FACE

CONSISTENT

CHALLENGES –

LEVERAGE THIS!

VALUE THE

IMPORTANCE OF

INSIGHT GAINED

FROM DESK-

BASED RESEARCH



A N Y Q U E S T I O N S ?

@EnigmaMarketing




Thank you!

Documents

Scaling insight the key to unlocking ABM W E L C O M Eb2bmarketing.b2b-ignite.net/wp-content/uploads/2019/07/... · 2020-05-04 · 7. Retail 1 3 3 Case Studies CWS - (to verticals)