Organized and moderated MOCCA webinar on how to measure Account-Based Marketing (ABM) impact on Sales and Revenue quickly.
- How to scope an ideal customer profile for ABM (and stick to it!)
- The best practices to coordinate account-targeting engagements between marketing and sales teams
- How to measure ABM effectiveness and then optimize your tactics and campaigns over time
Marketing Operations: An Insider's Story of Implementing ABM Successfully using Data Management
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Marketing Operations: An Insider's Story of Implementing ABM Successfully Using
Data Management
DeAnn Poe, Feng Hong, Cecile Thirion| Feb, 15 2018
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MOCCA is the leading professional
association dedicated to operational
excellence in marketing
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MOCCA Membership at a Glance
• >7,500 members from >5,000 enterprise to start-up companies
• CMOs, VPs, managers and practitioners
• Marketing, marketing operations, revenue operations, demand gen,
strategic planning, process and analytics
Sampling of Members’ Companies:
IBM, Boeing, Apple, Bank of America, Square, Cisco, Wayfair,
Microsoft, Airbnb, Oracle, Autodesk, Uber, NFL, Pfizer, Adobe,
Starbucks, Visa, Xerox, Cloudera, Nike, 3M, Intel & Disney
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MOCCA Programs
• Annual Executive Forum event
• Mixers & networking events (Silicon Valley, Boston, D.C. & NY areas)
• Webinars featuring practitioner case studies and best practices
• Annual surveys & analyst first research findings
• MOCCA e-newsletters & updates
• MOCCA LinkedIn group & @JoinMOCCA Twitter feed
• Members-only discounts to industry conferences & events
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Poll Question # 1:
Your awareness of
Intent-based Marketing and Selling
What We Will Cover
• Suggested Best Practices for implementing ABM, including How
To:
• Identify & Prioritize Target Accounts
• Map Contacts
• Develop a Strategic Playbook
• Track and Measure Success
• Ideas for outreach elements to include in your playbook
• Suggested tools for your ABM Tech Stack
• Results from a 3-month ABE experiment
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Who is DiscoverOrg?
• “Why” Intent-Based Marketing/Selling?
• “What” is Intent Data and why do Analytics & Services matter
• Lessons learned at Commvault
• “How” does this all work and what are best practices to:
• Get started
• Show impact
• Execute Strategically: Always-On, Intent-Based Marketing and Selling
• “How” to measure the business and operational value?
We are the #1 Prospect Intelligence Platform,
delivering the most accurate, actionable and
comprehensive data to drive revenue growth.
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Our Data
250+
Researchers
Gather & Verify
Intelligence
#1
Direct Dial
Phone Number Rates
95%
Contacts with Verified Email
95%
Accuracy Contractually
Guaranteed
ACCURATE ACTIONABLE INTEGRATEDFRESH
20,000
Triggers Monthly
100%
Org Charts for Every
Account
4 Million
Rows of Purchase Intent
Data Consumed Daily
60-Day
Data Refresh Rate
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The ABE Decision
• DiscoverOrg is an “Account-Based Everything” Solution
• We were already doing Account-Based prospecting
• New dataset provided opportunity to get in front of new
buyers/ market and test new approach
• It did not distract from other Demand Gen efforts
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The ABE Experiment
How much lift would we experience leveraging Account-Based Everything
(ABE) programs compared to our existing outbound prospecting efforts?
• Approach: Break target accounts into two groups to compare results
• Deployed Group: Apply all cross-functional, multi-channel ABM plays.
• Suppressed Group: This was used as our control. Apply our standard
outbound prospecting programs
• Teams Involved: Marketing, Sales, Customer Success, Operations
• Product: HR Dataset
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Identifying Target Accounts & Contacts
• Pull a list of best customers
• Determine common characteristics:
• Such as Revenue, Employee Size, Industry,
Tech Stack, etc.
• Prioritize based on likelihood to buy
• Identify key roles within those accounts
• Build or source contacts for Accounts
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Our Joint Approach
Step 1
Step 2
Step 3
• Marketing Identifies
• Based on characteristics
of best customers
• ~200 Accounts
• Sales Refines
• Based on Engagement
and Existing
Relationships
• ~50 Accounts
• Ops Builds
• Based on roles with
buying influence
• 5-10 contacts per
account
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Strategic Outreach
• Develop playbook together
• Allow time to create some brand awareness
• Break through the noise
• Personalize. Personalize. Personalize some more.
• Coordinate the strategic timing of all steps
• Communicate
Awareness
Engagemen
Outreach
Penetration
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Our Outreach Plan
• Display Ads through Ad & Social Networks Networks
• InStream Video Ads
Phase 1
Awareness
• Targeted Content Syndication Campaigns
• Follow Campaigns on Social
Phase 2
Engagement
• Direct Mail to Key Buyers
• Surveys to Other Contacts
Phase 3
Outreach
• Hyper-Personalized Sequences to Key Buyers
• Nurture Sequences for Other Contacts
• Social Outreach
Phase 4
Penetration
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Tracking & Measuring (Account)
• Mark or Identify Target Accounts in CRM
• Develop Account Scoring Model
• OR Integrate Lead Scoring Model
• Log Sales & Marketing Activity at the Account Level
• Leverage Statuses to indicate
Phase in Sales Cycle
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Our Results (after 3 months)
Deployed Suppressed
# of Accounts 42 10
Engagement 95% of Targets
Avg 50 contacts/
100% of Targets
Avg 28 contacts/
Engaged to Demo 55% 33%
Demos 52% of Accounts 33% of Targets
Demo to Opportunity 100% 30%
Pipeline 52% of Target 10% of Target
Closed-Won Revenue 2.5x Average Selling
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Lessons Learned
DOs
• Establish success metrics as a
group
• Allow time to establish
awareness
• Leverage multi-channels and
approaches
• Time each step of the
outreach
DONTs
• Assume your audience knows
you or solution
• Overcomplicate the process
• Forget about the tracking!
• Choose tools before
developing strategy
Best customers: highest ASP, longevity with organization, growth, etc.
Common characteristics: revenue, employee size, industry, etc.
Likelihood to Buy: Fit, Intent, Opportunity
Key Roles: identified roles within our customer accounts that had the highest buying influence, targeted same roles at prospect accounts
Source contacts: DiscoverOrg
