#flipmyfunnel atlanta 2016 - jason jue - personalize the b2b customer journey to boost demand

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ABM Web CampaignsPersonalize B2B Journey

About Me

3

ABM platform to increase demand

Account Based Marketing

What have you heard

about when

to use ABM?

Outbound

What have you heard about ABM

Big Deals

Named Accounts

Inbound

Small Deals

Leads / Funnel

Account Based Marketing

Will Debunk

ABM Misconceptions

#1 ABM Misconception

Outbound Only

• Sales calls & emails• Ads

#1 ABM Truth

Outbound

• Sales calls & emails• Ads

Inbound

• Web• Search

&

#2 ABM Misconception

Enterprise Only

#2 ABM Truth: All Businesses

Enterprise Small Business

&

#3 ABM Misconception

Named Accounts

#3 ABM Truth

Named Accounts Demand

&

Low Marketing Impact

Nurture to Qualify

Sales Op

Close, Onboard, Upsell

Lead Capture

90%* of Leads Stall

*SiriusDecisions

2%* of Leads Close

Account Based Marketing

Traditional Lead Funnel Issues

1. Email Centric

2. Leads Ignore Stakeholders

http://blogs.forrester.com/lori_wizdo/15-05-25-myth_busting_101_insights_intothe_b2b_buyer_journey

“74% of business buyers conduct more than

50% of their [B2B] research online.”

50%+

Journey is Online

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Corporate Executive Board 2016 – Winning The Consensus Purchase

6.8 stakeholdersfor the average B2B purchase

Champion

Manager

Business leader

Direct report

Cross-functional partner

Peer

Journey Involves…

Nurture to Qualify Sales Op Close, Onboard,

UpsellLead

Capture

Focus on Target Accounts

Account Based Marketing

Personalized multichannel nurturing

Mary-Manager (known)

Traditional Nurturing

Website Landing Page

Account Based MarketingABM Platforms

Recognize

Unknown Visitors

By Account

Recognize and target unknown visitor stakeholders

Brad-Peer

What’s Different with ABM

Website Landing PageJoe-IT

Mary-Manager

Joe-IT Brad-Peer

Multi-channel account nurturing

Website Landing Page

Nurture to Qualify Sales Op Close, Onboard,

UpsellLead

Capture

Focus on Target Accounts

ABM Demand Results Across Funnel

Personalized multichannel nurturing

Unknown inbound visitors view dynamic CTA

Not Targeted Professional Services Education

1.24% Conversion Rate 1.64% CR (+ 32%) 2.55% CR (+ 105%)

Digium: ABM Increased Inquiries

Digium: ABM Results

BoardEffect: Pre ABM

SEM LandingPage Same Web Page for All

2.1% Demo Rate

BoardEffect: Multichannel Nurturing

SEM LandingPage

25% increase in demos

Dynamic Web Page by Search Term & Industry

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 typeCame to Site

Inbound

Outbound: ABM Ad

Account segment specific home page

Content Hubs with Contact Sales CTA

• Assigned CTA

• Content based on interest

• Account segment specific

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

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ABM platform

Missing conversions?Get free account profile of unknown visitors.shawn@triblio.com