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Telling a Compelling Story for and with ABM
- 1. Telling a Compelling Story for and with ABM @n8hurst nate.hurst@domo.com
- 2. CONFIDENTIAL 1 Connect With Your Audience Hi, my name is Nate and I’m still figuring out this whole ABM thing. This too
- 3. CONFIDENTIAL 2 Connect With Your Audience
- 4. Telling a Compelling Story for ABM Chapter 1: Preach Chapter 2: Test Chapter 3: Invest Telling a Compelling Story with ABM Chapter 4: Build Chapter 5: Create
- 5. CONFIDENTIAL 4 Chapter 1: Preach “Unless someone like you cares a whole awful lot, nothing is going to get better. It’s not.” - Dr. Seuss, The Lorax
- 6. CONFIDENTIAL 5 Preaching • ABM? • We need LEADS! • Sell to multiple departments • Sales • Marketing • Customer Success
- 7. CONFIDENTIAL 6 Chapter 2: Test What can you impact? • Land & Expand • Acceleration • Adoption Find the low-hanging fruit and go!
- 8. CONFIDENTIAL 7 Testing 5 Existing Customers • Customer stories already existed • Re-purpose and distribute Targeted LinkedIn ads • Involved Champions Meet and greet Breakfasts
- 9. CONFIDENTIAL 9 Chapter 3: Invest The philosophy of ABM is not new. It’s the technology that has changed. In order to scale, you’ve got to invest.
- 10. CONFIDENTIAL 10 Investing
- 11. CONFIDENTIAL 11 Chapter 4: Build Build Account Lists • 3 Tiered Approach • 50 Accounts • 200 Accounts • 1000 Accounts • Assess Current Content • Repurpose the good content
- 12. CONFIDENTIAL 12 Re-Purpose Good Content
- 13. CONFIDENTIAL 13 Chapter 5: Create ABM is long term • It’s not a singular campaign • Goal is to become top of mind/drive engagement Messaging should be an extension of the Brand • Be interesting/fun • Be Relevant • Make it Visceral (appeal to emotions) • *Connect on a personal level (with cat pictures!)
- 14. CONFIDENTIAL 14 Take cues from the best brands • It’s brown • It contains sugar* • Best when cold • You can clean your toilet with it
- 15. CONFIDENTIAL 15 Take cues from the best brands • The Coke Side of Life • Open Happiness • Taste the Feeling
- 16. CONFIDENTIAL 16 Take cues from the best brands • It’s comfy • It’s stylish • Quality leather • Great stitching • Good Arch Support
- 17. CONFIDENTIAL 17 Take cues from the best brands • Just Do It • “There is no finish line” • Anti-Gravity Machine
- 18. CONFIDENTIAL 18 Consumer v B2B • Are they that different? • It’s just people • TV, Magazine Ads v. Digital and Direct Mail • Goals are the same: Connect, Relate, Engage, Motivate
- 19. CONFIDENTIAL 19 Chapter 5: Create Listen to your customers! • What are they doing • What are they saying Create campaigns and use all vehicles to support the story.
- 20. CONFIDENTIAL 20 Let customers tell your story… Customers were saying things like: “Domo is the first thing I do in the morning…” ”It’s like my morning coffee...” “A perfect way to start the day…”
- 21. CONFIDENTIAL 21 Wake Up With Domo
- 22. CONFIDENTIAL 22 Expand Reach • Surround entire department • Be multi-threaded ADDRESS POSTAGE
- 23. CONFIDENTIAL 23 Digital Ads – Live
- 24. CONFIDENTIAL 24 Landing Page
- 25. CONFIDENTIAL 25 Follow Ups Leverage Sales Teams • AEs and Account Development • Voicemail Scripts • Email Templates Coffee Breaks • Meet up • Deliver coffee
- 26. Thank you. @n8hurst nate.hurst@domo.com
- 27. CONFIDENTIAL 29
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- 30. CONFIDENTIAL 32
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