Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.

Telling a Compelling Story for and with ABM

1.219 Aufrufe

Veröffentlicht am

The best multi-channel ABM campaigns require more than just message alignment. They require effective storytelling that resonates with the various personas in an account. Nate Hurst, Manager of Account Based Marketing, shares his tips on how to create campaigns that prospects enjoy consuming. He also covers why and how Domo has shifted their marketing to focus on ABM and the role Terminus plays in their strategy.

Veröffentlicht in: Marketing
  • Loggen Sie sich ein, um Kommentare anzuzeigen.

  • Gehören Sie zu den Ersten, denen das gefällt!

Telling a Compelling Story for and with ABM

  1. 1. Telling a Compelling Story for and with ABM @n8hurst nate.hurst@domo.com
  2. 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. 3. CONFIDENTIAL 2 Connect With Your Audience
  4. 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. 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. 6. CONFIDENTIAL 5 Preaching • ABM? • We need LEADS! • Sell to multiple departments • Sales • Marketing • Customer Success
  7. 7. CONFIDENTIAL 6 Chapter 2: Test What can you impact? • Land & Expand • Acceleration • Adoption Find the low-hanging fruit and go!
  8. 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. 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. 10. CONFIDENTIAL 10 Investing
  11. 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. 12. CONFIDENTIAL 12 Re-Purpose Good Content
  13. 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. 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. 15. CONFIDENTIAL 15 Take cues from the best brands • The Coke Side of Life • Open Happiness • Taste the Feeling
  16. 16. CONFIDENTIAL 16 Take cues from the best brands • It’s comfy • It’s stylish • Quality leather • Great stitching • Good Arch Support
  17. 17. CONFIDENTIAL 17 Take cues from the best brands • Just Do It • “There is no finish line” • Anti-Gravity Machine
  18. 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. 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. 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. 21. CONFIDENTIAL 21 Wake Up With Domo
  22. 22. CONFIDENTIAL 22 Expand Reach • Surround entire department • Be multi-threaded ADDRESS POSTAGE
  23. 23. CONFIDENTIAL 23 Digital Ads – Live
  24. 24. CONFIDENTIAL 24 Landing Page
  25. 25. CONFIDENTIAL 25 Follow Ups Leverage Sales Teams • AEs and Account Development • Voicemail Scripts • Email Templates Coffee Breaks • Meet up • Deliver coffee
  26. 26. Thank you. @n8hurst nate.hurst@domo.com
  27. 27. CONFIDENTIAL 29
  28. 28. CONFIDENTIAL 30
  29. 29. CONFIDENTIAL 31
  30. 30. CONFIDENTIAL 32

×