Multi-Channel Personalization: The Key to Account-Based Marketing Success

Charm Bianchini Sr. Director Marketing, Marketo @charmbianchini

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A strategic approach to sales and marketing where you focus your efforts on a specific set of high-value accounts with personalized messaging, campaigns and outreach

Account-Based Marketing (ABM)

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The ROI Is Very High

“92%  of  marketers  worldwide  consider  ABM  extremely  important  or  very  important  to  their  overall  marke=ng  efforts”  

Source:  Altera  Group  

97%

said  ABM  had  a  somewhat  higher  or  much  higher  ROI  than  other  marke@ng  ini@a@ves

84%

said  ABM  provided  significant  benefits  to  retaining  and  expanding  exis@ng  client  rela@onships

-­‐  SiriusDecisions  

-­‐  Altera  Group  

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Key Considerations

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1 • Closed Won Revenue ($)

2 • Closed Won (#)

3 • Opportunities (#)

4 •  Pipeline ($)

5 • Sales Qualified Leads (#)

6 • Marketing Qualified Leads (#)

Start with the Goal

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Broad-Reach Marketing

Account-Based Marketing

Pick the Right Strategy

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Define Your Revenue Model

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Five Steps to ABM

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Five Steps to Account-Based Marketing

Iden@fy  Accounts  

1 2 3 4

Profile  Accounts  

Launch  Campaigns  

 

Measure  &  Analyze  

5

Create  Content  

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Identify Accounts

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Account Identification Considerations

High  Yield  

Product    Fit  

Strategic  Importance  

Compe@tors’  Customers  

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Leverage Technology to Help

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Example: Marketo Technologies Used

Account  Selec+on  

Mul+-­‐Channel  Programs      

Niche  Solu+ons  

etc.   etc.  

Marketo ABM

etc.  

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Account Selection Process Top 20 Tier 1 Tier 2

Number of accounts 20 ~400 ~1200

Selection criteria •  Sales leadership to provide

•  Account score = 75+

•  Each rep to pick 10 accounts

•  Included key verticals

•  Each rep to pick 30 accounts

Use predictive account score AND rep knowledge to select accounts •  Tiers for target accounts •  Accounts will be locked for 6 months

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Tiered Programs

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Profile Accounts

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Account Profiling and Mapping

Build a plan to focus on the right part of the organization: Gather research: •  Financial health •  Business initiatives •  Personnel developments •  Technologies • Org structure •  Industry analysis •  Etc.

Acme Industries In-depth Company Report August 2015

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Example: Account Profiling and Mapping

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Create Content

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Great Content = Relevant Content

+ Right Time + Personal

Create Great Content

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Exec. Sponsor Decision Maker Influencer

Develop Buyer Personas and Map Their Journey

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•  Videos •  Industry reports

•  Webinars

•  SlideShare presentations

•  ebooks

•  Blog

•  Podcasts

•  Infographics

•  Activity Books/Worksheets

Be Creative

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Example: Mapping Content to Buying Stages

End User

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Think Multi-Channel

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Meet Buyers Where They Are

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Multi-Channel Approach

Get Your Voice Heard: •  Use as many channels as possible •  Take a systematic approach •  Coordinate your story •  Laser target your audience •  Personalize your outreach

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Personalization = Key to Success

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Buyers Demand a Personalized Experience

89% of marketers report improved business from personalization

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Where to Personalize Website   Social   Email   Mobile  Video  

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How to Personalize

Behavioral vs. Demographic/Firmographic

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Behavioral

•  Segmentation •  Stage •  Engagement •  Activity •  Non-activity

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Demographic/Firmographic

•  Segmentation •  Age •  Location •  Gender •  Birthday •  Industry •  Company size

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Why Personalize

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Leads who are nurtured with personalized content produce a 20% increase in sales opportunities

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Personalized CTAs resulted in a 42% higher conversion rate than generic CTAs

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Marketers see an average increase of 20% in sales when using personalized web experiences

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Marketo ABM Personalization Programs

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Top of Funnel

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Email Marketing

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Would You Send the Same Email?

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Example: Target Account Emails Highly customized emails personalized with: •  Account’s unique

challenges/objectives •  Marketo’s ability to address

challenges/meet objectives •  Relevant case study and

metrics

Email: -45% open rate -Meeting set with VP and team

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Example: Onsite Emails

Emails: -30% open rate -Highlights Marketo MSI ease of use

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Website Personalization

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Drive Buyers to Your Website

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Personalize Your Web Experience for Known and Anonymous Visitors

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Example: Marketo.com

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Example: Marketo.com

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Example: Marketo Landing Page

Conversion rates (3/15 – 11/1): Enterprise: Default: 42%; Personalized: 59% Verticals: Default: 42%; Personalized: 71%

Default Personalized

Definitive Guide to Web Personalization

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Middle of Funnel

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Paid Programs

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Geo Location Industry Company Revenue

Personalized Retargeting

Website, Display, Social

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Leverage Behaviors and Profiles

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2x more lead conversions 117% increase year/year in qualified leads

Example: Google Retargeting

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Example: Digital Advertising

Results: -3X higher CTR -ENT ABM highest conversion rate from our LinkedIn campaigns

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Video Marketing

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Video for Lead Generation

•  Powered by Vidyard •  Webinars •  Demos •  Videos

•  Scoring improved •  Before visits and now engagement •  Score based on length of time people watching •  Better quality leads

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Example: Personalized Marketo Summit

Results: 2x Open Rate

700 clicks

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video  

video  

video  

Example: Marketo.com Videos

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Bottom of Funnel

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Webinars

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Example: Volatile Markets 11 Attendees, 3 Opps

9 Attendees, 3 Opps

21 Attendees, 2 Opps

Results: ~Over $1M in sales pipeline

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Calling Campaigns

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ABM Web/Email Activity Report

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Stars and Flames show priority

List of Interesting Moments

Prioritize Leads for Sales

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Prioritize ABM MQL Follow Up

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Program Measurement

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1 • Lift in website traffic – target

accounts visiting site

2 • New names in target account

(building out white space)

3 • TAs visiting dedicated account

pages, converting

4 • Engagement score for set of

programs per month

Early

1 • Program success with a target

account

2 • Call connects (target accounts)

3 • # of meetings w/in target account

4 • Marketing qualified leads (MQLs) in

target account

Mid

1 •  # of opportunities in target accounts

2 • First Touch Ratio

3 • Multi Touch Ratio

4 •  Pipeline in target accounts

Late

Know What To Measure When

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Account View

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Salesforce Dashboard

Results: -35% increase in ASP -4% of accounts driving over 30% of pipeline

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Key Takeaways

•  Determine if ABM works for you •  Create diverse, connected messaging across

channels •  Coordinate your multi-channel strategy and be

personal •  Collaborate with cross-functional team •  Measure and improve

It’s all about FOCUS!

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Thank You! Charm Bianchini Sr. Director of Marketing, Marketo @charmbianchini