16. 1
Corporate Executive Board 2016 – Winning The Consensus Purchase
6.8 stakeholders
for the average B2B purchase
Champion
Manager
Business
leader
Direct
report
Cross-
functional
partner
Peer
Journey Involves…
17. Nurture to
Qualify Sales Op Close, Onboard,
Upsell
Lead
Capture
Focus on Target Accounts
Account Based Marketing
Personalized multichannel nurturing
22. Nurture to
Qualify Sales Op Close, Onboard,
Upsell
Lead
Capture
Focus on Target Accounts
ABM Demand Results Across Funnel
Personalized multichannel nurturing
27. DLT: 2016 Markie Finalist ABM Campaign
Data for personalization: Eloqua segments + visitor behavior + IP
Receive web CTAs to speak
to cybersecurity expert
Customized Eloqua landing
page by topic and org type
Came to Site
Inbound
Outbound:
ABM Ad
Account segment specific
home page
28. Content Hubs with Contact Sales CTA
• Assigned CTA
• Content based on interest
• Account segment specific
29. Plex: Increases leads to SDRs
• Use GA or ABM
platform reporting
• Add unknown visitor
behavior
• Data match using
multiple 3rd party & 1st
party CRM & MAP
• Track accounts and
known and unknown
visitor behavior
If not, I want to share an account based marketing case study that can improve demand gen in weeks.
At triblio-we are one of several ABM platforms.
we reach and convert in ads and web.
Unlike lead generation, account based marketing -
It is a strategic approach that influences stakeholders only in the target accounts.
Unlike lead generation, account based marketing -
It is a strategic approach that influences stakeholders only in the target accounts.
How many of you are responsible for lead generation?
You are familiar with the standard lead generation funnel.
designed to capture email inquiries,
nurture them with email campaigns to a MQL,
and then pass it over to sales.
Despite the best practices of marketing,
90% of leads stall, and only 2% become a win.
Unlike lead generation, account based marketing -
It is a strategic approach that influences stakeholders only in the target accounts.
At any given part of the buyer journey, most stakeholders are conducting half their research online. They are spending more time online than talking to sales. Most are reluctant to submit their email address to you. They are researching on your web. Forrester also said that the most influential vehicle throughout the buyer journey is your website.
According to CEB, the average B2B purchase decision requires 6.8 stakeholders.
This is up from 5.4 2 years ago.
Lead generation campaigns are not ideal for engaging stakeholders in target accounts. They are ideal for capturing and nurturing leads and optimizing specific marketing channels.
For marketers, ABM focuses first on identifying target accounts. Common target accounts groups are firmagraphics, location, rep territory, product need, company size, named accounts.
Then, marketers must engage stakeholders in target accounts with a consistent contact strategy and messaging across sales, customer success, and every marketing channel. Unlike lead generation where most of the marketing activity occurs before a sales team gets engaged and is often for acquisition, account based marketing works hand-in-hand with customer success and sales.
Marketing using digital channels, like web, email, social, and ads, marketers can reach and engage tens of thousands more stakeholders than sales can focusing 100% of its marketing spend on target accounts.
ABM campaigns engage stakeholders throughout the entire buyer journey.
Unlike lead generation which optimizes channel performance, ABM is cross channel. ABM campaign will reach and engage stakeholders in target accounts with consistent and personalized messaging across multiple channels.
I’ve got Mary’s email address, and I’m sending her email nurturing campaigns. If she’s engaged, she’s coming to the website. When they come to the website, and the website is customize just like he email campaign, then marketing ROI improves
Since there are 6.8 stakeholders, Joe and Brad are hidden stakeholders.
As other stakeholders are researching, ABM campaigns can reach the stakeholders in target accounts, and deliver ads and customize web experiences specifically for the target accounts.
Give example of a prospect vs. a customer for Wealth Engine.
Unlike lead generation, account based marketing -
It is a strategic approach that influences stakeholders only in the target accounts.
Unlike lead generation which optimizes channel performance, ABM is cross channel. ABM campaign will reach and engage stakeholders in target accounts with consistent and personalized messaging across multiple channels.
I’ve got Mary’s email address, and I’m sending her email nurturing campaigns. If she’s engaged, she’s coming to the website. When they come to the website, and the website is customize just like he email campaign, then marketing ROI improves
Since there are 6.8 stakeholders, Joe and Brad are hidden stakeholders.
As other stakeholders are researching, ABM campaigns can reach the stakeholders in target accounts, and deliver ads and customize web experiences specifically for the target accounts.
Give example of a prospect vs. a customer for Wealth Engine.
Unlike lead generation which optimizes channel performance, ABM is cross channel. ABM campaign will reach and engage stakeholders in target accounts with consistent and personalized messaging across multiple channels.
I’ve got Mary’s email address, and I’m sending her email nurturing campaigns. If she’s engaged, she’s coming to the website. When they come to the website, and the website is customize just like he email campaign, then marketing ROI improves
Since there are 6.8 stakeholders, Joe and Brad are hidden stakeholders.
As other stakeholders are researching, ABM campaigns can reach the stakeholders in target accounts, and deliver ads and customize web experiences specifically for the target accounts.
Give example of a prospect vs. a customer for Wealth Engine.
For marketers, ABM focuses first on identifying target accounts. Common target accounts groups are firmagraphics, location, rep territory, product need, company size, named accounts.
Then, marketers must engage stakeholders in target accounts with a consistent contact strategy and messaging across sales, customer success, and every marketing channel. Unlike lead generation where most of the marketing activity occurs before a sales team gets engaged and is often for acquisition, account based marketing works hand-in-hand with customer success and sales.
Marketing using digital channels, like web, email, social, and ads, marketers can reach and engage tens of thousands more stakeholders than sales can focusing 100% of its marketing spend on target accounts.
ABM campaigns engage stakeholders throughout the entire buyer journey.
Keyword based targeting campaigns — takes their PPC keywords such as board meetings, board management, paperless board meetings, meeting software - and dump them into one audience and campaign based on URL parameters to drive experience
Keyword based targeting campaigns — takes their PPC keywords such as board meetings, board management, paperless board meetings, meeting software - and dump them into one audience and campaign based on URL parameters to drive experience
These challenges are actually one of the reasons that Account Based Marketing has become so popular. It’s essential how marketers are “Flipping their funnel” and taking a look at what
Good looks like so that they can target “like” buyers and accounts in an effort to accelerate their results across the board.