More Related Content Similar to Demand Generation New Year Planning Session: How to Stand Out in 2021 (20) Demand Generation New Year Planning Session: How to Stand Out in 20211. Demand Generation
New Year Planning Session:
How to Stand Out in 2021
Hayley Ferrante
Head of Marketo Engage Commercial Demand Generation,
Adobe
5. ©2020 Adobe. All Rights Reserved. Adobe Confidential.
Planning Tips & Tricks
Plan budget
based on targets
Plan activities in
tandem with
content
frameworks
Plan big rocks to
ensure consistency
across the quarter
Budgets:
• If you have multiple targets, break down your allotted budget accordingly.
• If you don’t, consider your channels and where you’re getting your highest pipeline/cost ratio.
Example:
• You’re allotted $1M for DG funds, SMB is 40% of your target bookings number and ENT is 60%. Aim for $400K to
SMB specific activities and $600K to ENT.
• OR – Set aside $500K for “shared” activities and 40/60 split the rest of the $500K.
Content:
• Without content, demand has no fuel.
• Without an aligned content and demand plan, the demand plan can fall flat.
• Work with your content team to understand their plan and build activities around that. If you’re lucky – plan it together!
Example:
• The content team planned thematic pillars and certain assets to come out at different times in the quarter, plan
demand activities (webinars, emails, digital, etc.) to keep consistency in messaging and capitalize on the new content
releases
Consistency:
• If you have sporadic increases of qualified leads, you aren’t setting up your sales team for success
• Balance out your calendar to ensure consistent and predictable lead flow
Example:
• You only have capacity to run 2 webinars in a quarter – and that’s okay! But strategically place them so your
sales team has the chance to follow up with those leads. Maybe one towards the end of the first month and the
other at the beginning of the third month
6. ©2020 Adobe. All Rights Reserved. Adobe Confidential.
Activity Calendar
Keep in mind:
Plan, plan, plan… but be prepared to pivot
There are plenty of tools out there to track calendars, but even a simple excel works if needed
Content is king and consistency is KEY
Channel Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12
Big Rocks
CONTENT
THEME 1
ASSETS
RELEASED
CONTENT
THEME 2
ASSETS
RELEASED
QUARTERL
Y PRODUCT
RELEASE
CONTENT
THEME 3
ASSETS
RELEASED
Email
New Asset
Testing
New Asset
Testing
Launch Email
New Asset
Testing
Webinar
TOFU
Webinar
Product
Webinar Promo
Product
Webinar
Promo
Launch
Webinar
Digital
Etc…
Example:
Content themes/big rocks and product releases come first
We want a webinar to promote the product release, but that’s a bottom of funnel activity, so let’s make sure we have
something top of funnel to balance it out
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Triggered Campaigns
Send Email 1
Clicked Not Clicked
Send Email 2 Do Nothing
Listen to behavior and respond in real time
If there is engagement on the first email, and the
lead meets any additional requirements, then
send another email
9. ©2020 Adobe. All Rights Reserved. Adobe Confidential.
A Multi-Channel Approach
Sponsored
Program
All attendees and no
shows
Email Digital
Normal
• General digital ads
to the database
Revamped
• Attendees targeted
with the ebook
• No shows targeted
with the blog
Normal
• Import leads, send
a single follow up
Revamped
• Import leads, send
a follow up email
• Suppress leads
from other comms,
send another follow
up
• [Blog] 4 Tips to Measure What Truly Matters
• [eBook] Proving Marketing’s Impact on
Revenue
Intent Data Surge
All Dir+ contacts at
surging account
Digital Nurture
Normal
• Prospect receives
normal comms
Revamped
• Drop intent surging
contacts into mini-
drip campaign to
deliver relevant
content
Normal
• General digital ads
to the database
Revamped
• Target contacts at
account with
content related to
most common intent
surges
• [Blog] 4 Tips to Measure What Truly Matters
• [eBook] Proving Marketing’s Impact on
Revenue
Interest Based
Nurture
All prospects with a
high score in a single
interest
Digital Chat
Normal
• Playbooks
dependent on
general targeting
Revamped
• Playbooks targeted
to prospects with a
high interest score
in a certain category
Normal
• General digital ads
to the database
Revamped
• Those with a clear,
high interest score
are targeted with
relevant content via
digital
• [Blog] 4 Tips to Measure What Truly Matters
• [eBook] Proving Marketing’s Impact on
Revenue
11. ©2020 Adobe. All Rights Reserved. Adobe Confidential.
Simple Optimizations
A/B testing might take a little more time, but you’ll see
those incremental changes return a ton in the long run
Prioritizing simple A/B tests in 2021 will add to program
effectiveness when resources are tighter but goals are
larger
The value of testing
If you implement something new without testing it, you could be
changing things for the worse without knowing
If you test, you’ll be able to generate predictable results once a
change is implemented
Define
Your Goal
Decide
What to
Test
Create a
Hypothesis
Run the
Test
Evaluate
Results
Make a
Decision
Statistical Significance:
Helps quantify the
confidence of results to
verify the whether the results
are due to your test, or due
to some random chance
The Optimization Mindset
12. ©2020 Adobe. All Rights Reserved. Adobe Confidential.
Taking It a Step Further
Control
List A: 50%
New Names
Test
List B: 50%
Does Not Receive
Welcome Email
Receives Welcome
Email
Wait 24
Hours, Send
Welcome
Email 2
Clicked
Wait 24
Hours,
Remove
from
Suppression
NOT Clicked
Remove from
Suppression
A/B testing is important, but what
about testing a completely new
program
The Welcome Series
We thought that implementing a series
of emails a net new lead receives upon
entering our database would increase
long term conversions and decrease
unsubscribes
Before we committed to this 100%, we
wanted to test it
We are 3 months into this test and do
not yet have statistically significant
results to prove that it positively
impacts our net new names
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Intent Data
What is intent data, and why does it matter?
Account level data showing which topics
accounts are surging on across the web
It’s not tied directly to an individual, but done
right, intent data can lead to enhanced
targeting and warmer cold calls for sales
Two use cases:
Marketing: intent gives the capability to target
accounts that are actively searching about
specific topics you care about
Sales: intent is a great indicator for reps to
know which accounts to prioritize because they
are actively searching about topics they care
about
Intent Data
Marketo
The Entire Web
The World of Intent
Data
15. ©2020 Adobe. All Rights Reserved. Adobe Confidential.
The Marketing Use Case
Intent Surging
Accounts
• Director+
• Surge topic:
competitor
Add to List
Target on
Digital
and via
Chat Bot
Engages
Does not engage
Remove from List
After 2 weeks,
remove from list and
target with another
asset
• How to target intent surging accounts
• Filter down to the contacts you’re trying to reach
• Prioritize the surge topics
• Build a program to push those contacts into a list to target on digital, via a chat bot, on email, etc.
16. ©2020 Adobe. All Rights Reserved. Adobe Confidential.
Partnering with Sales
Qualifications
Mintigo SMB Score ≥ 60
Job function: Marketing OR CEO/President
Job level: Director, VP, or C-level
Eligible to AQL:
Status of New, Response, or Recycle
Not recycled in past 60 days
Not a P3 in past 60 days
NOT acquired via content syndication OR acquired via
content syndication and has responded to at least one
additional marketing program
Has engaged in the past 2 years
Interesting Moments
Bombora Surge + Mintigo Score >60: Surged on Marketo
Bombora Surge + Mintigo Score >60: Surged on Hubspot,
Pardot, or Eloqua
Bombora Surge + Mintigo Score >60: Surged on
marketing topics (see account for details)
Surface account level intent data to sales
Lead priority
P1: Hand raiser
P2: Behavior Based
P3: Intent data
P3 = Prospect who meets qualifications at an
intent surging account
Train reps on how to treat these leads, because
they aren’t “normal”
17. ©2020 Adobe. All Rights Reserved. Adobe Confidential.
Key Takeaways
Planning with the big picture in mind is crucial, but be prepared to pivot
Get more out of every program by taking a few extra steps to capitalize on any and every
engagement
Optimize – big or small, testing to produce predictable results takes the guessing game
out of implementing changes
Intent data is an extremely valuable tool if it’s built and used correctly