Framework to ABM Success with Terminus
•
13 gefällt mir•2,398 views
While Rosetta Stone is new to account-based marketing with Terminus, they have been able to quickly drive impressive results that have had a positive impact on the business' bottom line. Michael Walsh, Director of Digital Marketing shares how Rosetta Stone began their ABM journey with Terminus, created buy-in from sales to further alignment, and developed stage-based campaigns with targeted content for customer marketing and demand generation campaigns.
Empfohlen
Empfohlen
Weitere ähnliche Inhalte
Andere mochten auch
Andere mochten auch (14)
Mehr von Terminus
Mehr von Terminus (20)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
Framework to ABM Success with Terminus
- 1. Framework to ABM Success with Terminus Michael Walsh, Director, Digital Marketing Rosetta Stone
- 2. Buyer's Journey Catalyst Product Launch - Customers CustomersDemand Gen Pipeline Velocity Stages Prospect MQL to Opportunity Opportunity to Customer Up Sell Land Grab Defend the Base Growth Accounts 2H Targeted Prospect Accounts 2H Targeted Renewal Accounts Targets 2H Targeted Prospect Accounts Contacts in Targeted Accounts w/ Opporunities Targeted Accounts pre-Closed Won/Lost 491 US Accounts Accouts w/ Current Opportunities Targeted Accounts Renewals Held By Sales Upsells Held by Renewals Smaller Deals Held by Renewals Goal Leads To Qualified Accounts MQL to Opportunity Opportunity to Customers Customer to Catalyst Existing Opportunities Customers not Ready for Catalyst Customer Upsells Customer Upsells Customer Renewals Strategies / Channels Focused Digital Ads Lead Nurturing Emails Campaign Emails Instant Sales Alerts Direct Sales Emails Sales Follow Up Calls Focused Digital Ads Opp Nurturing Emails Sales direct emails Instant Sales Alerts Sales Follow Up Calls Personalized Digital Ads Sales Nurturing Emails Sales direct emails Instant Sales Alerts Sales Follow Up Calls Personalized Digital Ads Catalyst Nurturing Emails Instant Sales Alerts Sales Calls & Emails Personalized Digital Ads Catalyst Nurturing Emails Instant Sales Alerts Sales Calls & Emails Focused Digital Ads Lead Nurturing Emails Campaign Emails Instant Sales Alerts Direct Sales Emails Sales Follow Up Calls Personalized Digital Ads Catalyst Nurturing Emails Instant Sales Alerts Sales Calls & Emails Personalized Digital Ads Catalyst Nurturing Emails Instant Sales Alerts Sales Calls & Emails Personalized Digital Ads Catalyst Nurturing Emails Instant Sales Alerts Sales Calls & Emails Content Whitepaper Infographic Meeting Request Demo Webinars Blog alerts Meeting Requests Case Studies Video Testimonials Product content Video Testimonials Case Studies ROI / Competitive Analysis Catalyst Overview Video Catalyst Product Videos Catalyst Webinar Meeting Requests Case Studies Video Testimonials Catalyst Overview Video Catalyst Product Videos Catalyst Webinar Meeting Requests Case Studies Video Testimonials Catalyst Overview Videos Catalyst Webinar Meeting Requests Demo Webinars Blog alerts Catalyst Overview Videos Catalyst Webinar Meeting Requests Demo Webinars Blog alerts Catalyst Overview Videos Catalyst Webinar Meeting Requests Demo Webinars Blog alerts Catalyst Overview Videos Catalyst Webinar Meeting Requests Demo Webinars Blog alerts KPI Account Contact expansion Increase in Opportunity Closed / Won Catalyst Upsell Grabbed Accounts Catalyst Sales Amount Customer Upsell vs 2015 Amount Customer Upsell vs 2015 Amount Customer Renewals vs 2015 ABM KPI Account Specific Responses Account Specific MQLs Increased engagement in Accounts Pipeline Velocity Marketing Impacted Opportunities Increased Closed/Won % for ABM Accounts Sales Velocity New Logos Increased Closed/Won % for ABM Accounts Sales Velocity Increased Closed/Won % for ABM Accounts Sales Velocity New Logos Increased Closed/Won % for ABM Accounts Sales Velocity New Logos Customer Upsells vs. Non-ABM Accounts Customer Upsells vs. Non-ABM Accounts Customer Upsells vs. Non-ABM Accounts Rosetta Stone’s ABM Framework Today Account Based Marketing Strategy Throughout the Buyer’s Journey
- 3. Key Initiatives for Rosetta Stone Sales involvement, and sales communication is crucial to the success of the ABM initiative Began with a focus on the three identified categories for the Catalyst product launch ABM combined with targeted lead nurturing programs leverage both approaches effectiveness Terminus was core ABM-centric tool - combined with traditional channels was an effective stack for ABM
- 4. Gain buy-in from sales and other teams
- 5. Communicating with Sales – the ABM Overview Organic Traffic On Site Optimization Search Engine Marketing Pay Per Lead - PPL Nurturing Retargeting Sales Enablement HQL’s ABM Account Selection Engagement & Nurturing Contact Identification & Expansion Conversion & Renewal Terminus Digital Ads (Desktop, Mobile), Social, Email Digital Ads (Desktop, Mobile), Social, Email Sales
- 6. Focus on BOFU Opportunity Velocity & MOFU Demand Gen ABM Activities
- 8. ‘Catalyst’ Product Launch Focus of 1st Terminus Campaign Catalyst Product Launch - Customers Stages Up Sell Land Grab Defend the Base Targets 491 US Customer Accounts Competitor’s Accounts Targeted Accounts Goal Customer purchases Catalyst Existing Opportunities Customers not Ready for Catalyst Strategies / Channels • Personalized Terminus Ads • Catalyst Nurturing Emails • Instant Sales Alerts • Sales Calls & Emails • Personalized Terminus Ads • Catalyst Nurturing Emails • Instant Sales Alerts • Sales Calls & Emails • Focused Terminus Ads • Lead Nurturing Emails • Campaign Emails • Instant Sales Alerts • Direct Sales Emails • Sales Follow Up Calls Content • Catalyst Overview Video • Catalyst Product Videos • Catalyst Webinar • Meeting Requests • Case Studies • Video Testimonials • Catalyst Overview Video • Catalyst Product Videos • Catalyst Webinar • Meeting Requests • Case Studies • Video Testimonials • Overview Videos • Webinar • Meeting Requests • Demo • Webinars • Blog alerts KPI Catalyst Upsell Grabbed Accounts Catalyst Sales ABM KPI Increased Closed/Won % for ABM Accounts Sales Velocity Increased Closed/Won % for ABM Accounts Sales Velocity New Logos Increased Closed/Won % for ABM Accounts Sales Velocity New Logos
- 9. Developed ‘Always-On’ Demand Gen & Pipeline Campaigns Demand Gen Pipeline Velocity Stages Prospect MQL to Opportunity Opportunity to Customer Targets 2H Targeted Prospect Accounts Targeted Accounts w/ Opportunities Targeted Accounts pre-Closed Won/Lost Goal Leads To Qualified Accounts MQL to Opportunity Opportunity to Customers Strategies • Focused Terminus Ads • Lead Nurturing Emails • Campaign Emails • Instant Sales Alerts • Direct Sales Emails • Sales Calls • Focused Terminus Ads • Opp Nurturing Emails • Sales direct emails • Instant Sales Alerts • Sales Follow Up Calls • Personalized Terminus Ads • Sales Nurturing Emails • Sales direct emails • Instant Sales Alerts • Sales Follow Up Calls Content • Whitepaper • Infographic • Meeting Request • Demo • Webinars • Blog alerts • Meeting Requests • Case Studies • Video Testimonials • Product content • Video Testimonials • Case Studies • ROI • Competitive Analysis KPI Account Expansion Increase in Opportunity Closed / Won ABM KPI Account Specific Responses Account Specific MQLs Increased engagement in Accounts Pipeline Velocity Marketing Impacted Opportunities Increased Closed/Won % for ABM Accounts Sales Velocity New Logos
- 10. Creative & Content Align to Stage & Purchase Driver Ungated landing page Terminus Ad Infographic Form to request demo
- 11. Organizing Content & Creative is Key to Success Multiple products, buying stages, and purchase drivers requires organization grid Funnel Stage Purchase Drivers/ Use Case Title Client Content Type Summary/ description Messaging Points Link How to use MOFU / BOFU English Language Learners Restructuring for Learning Excellence Bullitt County School District Case Study Case study showcasing how ELL students can be served leveraging technology when numbers don't merit fulltime resources on location. The 7th largest school district in Kentucky has been on a mission to become a district of excellence. Part of this transformation has required serving a growing population of English Language Learners disaggregated throughout the district’s 23 schools. http://resources.r osettastone.com/ CDN/us/pdfs/Cas e- Study/Education- K12/Bullit- County-Case- Study-Rosetta- Stone-K12.pdf Showcase how Rosetta Stone has helped districts or schools overcome similar challenges or support similar goals. Requires a high-level understanding of the prospect's strategic plans/goals. MOFU / BOFU English Language Learners and Extended Learning Time Building Language and Literacy With Summer Programs Little Rock School District Case Study District case study showcasing creative ways of maintaining engagement with ELL students between school years. Little Rock School District needed a language program to build language proficiency and literacy skills for English Language Learners across the district. With the goal of bridging English learning from one academic year to another, they used a combination of instructional technology and faculty to deliver an effective summer program. http://resources.r osettastone.com/ CDN/us/pdfs/LR SD-Case-Study- K12.pdf Showcase how Rosetta Stone has helped districts or schools overcome similar challenges or support similar goals. Requires a high-level understanding of the prospect's strategic plans/goals.
- 12. Results & Next Steps 70% Increase in Opportunity Creation for ABM Accounts 26% Increase in Web Visits for ABM Accounts Going forward: • New programs for customer marketing • Ongoing testing continuing • Expansion of Contacts within Accounts improvement • Improved metrics • Ongoing communication with sales on how to action data