Six ABM Programs to Consider

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The document discusses six account-based marketing programs to consider for targeting accounts. It describes dynamic content personalization, nurture programs scaled through tools like Engagio Playmaker, building out targets using data partners, using personalized video, website retargeting, and ad retargeting programs. It emphasizes designing programs with sales enablement in mind, building a realistic plan, and using an interaction management framework to coordinate content and nurtures.

Marketing

DAVID LEWIS
CEO
DemandGen
NOVA KOPITAR
Sr. Solutions Architect
DemandGen
WILL WAUGH
Consultant
DemandGen
Six ABM
Programs to
Consider
Based on a webinar by:

@demandgenCopyright © 2017 | DemandGen® International, Inc.
How Did We Get Here?
Check out the previous webinars from
DemandGen’s ABM Series
Watch Part 1 Now Watch Part 2 Now

@demandgenCopyright © 2017 | DemandGen® International, Inc.
Congratulations! You Have ABM
You Have
• Target Accounts Identified
• Lead and Account Scoring Up
and Running
• Sales Team Pumped Up
How are you going to
Market to them?

@demandgenCopyright © 2017 | DemandGen® International, Inc.
How It’s Different Than Marketing to a Lead
LEAD SCORING vs ACCOUNT SCORING
Marketing Sales Marketing Sales

@demandgenCopyright © 2017 | DemandGen® International, Inc.
Change your mindset: Focus less on leads and
more on accounts
How It’s Different Than Marketing to a Lead

Your programs and processes
will vary depending on
where an account is within the lifecycle

@demandgenCopyright © 2017 | DemandGen® International, Inc.
What KPIs are you looking at?
Build a
realistic scorecard
Engagement
Closed/Won conversion for your targets
Revenue by account
Deal acceleration
Average deal size in account
Portfolio expansion
Vertical market penetration

@demandgenCopyright © 2017 | DemandGen® International, Inc.
What KPIs are you looking at?
Have a measure of
success before
jumping into ABM
Start by building a
realistic scorecard

@demandgenCopyright © 2017 | DemandGen® International, Inc.
Developing an ABM Strategy
ABM Success Checklist
 Content Inventory
 Sales Support Process
 ABM Data Audit
 Interaction Management
Framework
What kind of content is available
and how is it being used?
What process is in place to
support sales?
Do you have complete account
profiles?
How will an account be managed
across its lifecycle?

@demandgenCopyright © 2017 | DemandGen® International, Inc.
ABM Program #1: Dynamic Content
PERSONALIZED
EMAIL
Make sure
dynamic
content is
executed at
a very, very
high level

@demandgenCopyright © 2017 | DemandGen® International, Inc.
ABM Program #2: Nurture Programs
ABM tools like Engagio Playmaker can scale account-
specific nurtures by:
Incorporating sales into the nurture process
Standardizing a nurture framework
Personalizing existing plays or creating new
plays to meet specific account needs

@demandgenCopyright © 2017 | DemandGen® International, Inc.
Engagio Playmaker

@demandgenCopyright © 2017 | DemandGen® International, Inc.
ABM Program #3: Building out Targets
Data partners like Leadspace can support targeting with:
1. Predictive Account Discovery
2. Lead to Account Matching
3. Contract Expansion Whitespace

@demandgenCopyright © 2017 | DemandGen® International, Inc.
ABM Program #4: Using Video
PERSONALIZED
VIDEO
Video can be
highly
customizable,
provide new
data points,
and drive
conversions

“Video is the most impactful form of
digital marketing that we now have
available to us”
– David Lewis
CEO/Founder, DemandGen International

@demandgenCopyright © 2017 | DemandGen® International, Inc.
Leverage onsite and offsite retargeting to increase
personalization and help target account leads
discover what you have to offer
ABM Program #5: Website Retargeting

@demandgenCopyright © 2017 | DemandGen® International, Inc.
We have new updates on our
Resources page you might be
interested in:
www.demandgen.com/joey
Good morning
valued client!
Interested in
ABM?
Looking for more information on
personalization?
Go here: demandgen.com/abm
Johnny Knuckles
925-678-2519
Important Account Information
Join us at Marketo Summit
Your Customer
Success
Manager
ABM Program #5: Website Retargeting

@demandgenCopyright © 2017 | DemandGen® International, Inc.
ABM Programs #6: Ad Retargeting
IDENTIFY
• Select accounts to target
• Upload a list
• Create a dynamic
segment with Salesforce
integration
EXPAND
• Choose personas to engage
• Select department or seniority
• No contact data is needed
• Terminus finds the right people
ENGAGE
• Upload creative assets
• Ads follow target audience

@demandgenCopyright © 2017 | DemandGen® International, Inc.
Make a Realistic Plan
30 Days 60 Days 90 Days 120 Days
Buyer types and personas
Sales Warm up/Intro emails    
Dynamic Content
Content Audit   
Account and function based
nurture
 
Multichannel programs  
Ad/Web retargeting 
Account Interaction management 
Engagement/score audit
In Progress
Completed

@demandgenCopyright © 2017 | DemandGen® International, Inc.
Final Thoughts
Design your programs early on with sales enablement
in mind
Build a realistic plan that aligns your strategic goals to
your programs (avoid “shiny object syndrome”)
An Interaction Management Framework facilitates
content marketing and nurture

@demandgenCopyright © 2017 | DemandGen® International, Inc.
ABM Checklist
DOWNLOAD

@demandgenCopyright © 2017 | DemandGen® International, Inc.
Enjoyed this presentation? Give it a share!
Thank You!
Six ABM Programs to Consider
Watch the full webinar

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Six ABM Programs to Consider

1. DAVID LEWIS CEO DemandGen NOVA KOPITAR Sr. Solutions Architect DemandGen WILL WAUGH Consultant DemandGen Six ABM Programs to Consider Based on a webinar by:

3. @demandgenCopyright © 2017 | DemandGen® International, Inc. Congratulations! You Have ABM You Have • Target Accounts Identified • Lead and Account Scoring Up and Running • Sales Team Pumped Up How are you going to Market to them?

7. Your programs and processes will vary depending on where an account is within the lifecycle

8. Building ABM Programs

9. @demandgenCopyright © 2017 | DemandGen® International, Inc. What KPIs are you looking at? Build a realistic scorecard Engagement Closed/Won conversion for your targets Revenue by account Deal acceleration Average deal size in account Portfolio expansion Vertical market penetration

11. @demandgenCopyright © 2017 | DemandGen® International, Inc. Developing an ABM Strategy ABM Success Checklist  Content Inventory  Sales Support Process  ABM Data Audit  Interaction Management Framework What kind of content is available and how is it being used? What process is in place to support sales? Do you have complete account profiles? How will an account be managed across its lifecycle?

13. @demandgenCopyright © 2017 | DemandGen® International, Inc. ABM Program #2: Nurture Programs ABM tools like Engagio Playmaker can scale account- specific nurtures by: Incorporating sales into the nurture process Standardizing a nurture framework Personalizing existing plays or creating new plays to meet specific account needs

15. @demandgenCopyright © 2017 | DemandGen® International, Inc. ABM Program #3: Building out Targets Data partners like Leadspace can support targeting with: 1. Predictive Account Discovery 2. Lead to Account Matching 3. Contract Expansion Whitespace

17. “Video is the most impactful form of digital marketing that we now have available to us” – David Lewis CEO/Founder, DemandGen International

18. @demandgenCopyright © 2017 | DemandGen® International, Inc. Leverage onsite and offsite retargeting to increase personalization and help target account leads discover what you have to offer ABM Program #5: Website Retargeting

19. @demandgenCopyright © 2017 | DemandGen® International, Inc. We have new updates on our Resources page you might be interested in: www.demandgen.com/joey Good morning valued client! Interested in ABM? Looking for more information on personalization? Go here: demandgen.com/abm Johnny Knuckles 925-678-2519 Important Account Information Join us at Marketo Summit Your Customer Success Manager ABM Program #5: Website Retargeting

20. @demandgenCopyright © 2017 | DemandGen® International, Inc. ABM Programs #6: Ad Retargeting IDENTIFY • Select accounts to target • Upload a list • Create a dynamic segment with Salesforce integration EXPAND • Choose personas to engage • Select department or seniority • No contact data is needed • Terminus finds the right people ENGAGE • Upload creative assets • Ads follow target audience

21. @demandgenCopyright © 2017 | DemandGen® International, Inc. Make a Realistic Plan 30 Days 60 Days 90 Days 120 Days Buyer types and personas Sales Warm up/Intro emails     Dynamic Content Content Audit    Account and function based nurture   Multichannel programs   Ad/Web retargeting  Account Interaction management  Engagement/score audit In Progress Completed

22. @demandgenCopyright © 2017 | DemandGen® International, Inc. Final Thoughts Design your programs early on with sales enablement in mind Build a realistic plan that aligns your strategic goals to your programs (avoid “shiny object syndrome”) An Interaction Management Framework facilitates content marketing and nurture

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