#flipmyfunnel austin - eric walschmidt - using personalized web experiences to accelerate abm lead...
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© Triblio Inc. All Rights Reserved. Not for Distribution
Using Personalized Web Experiences to Accelerate ABM Lead Gen Activities
Account-based Web campaigns
What Are We Talking About?
B2B Purchase Journey Involves Multiple Stakeholders
Starts with 1:1CSCOCFO IT
Legal
Most Influential Vehicles Across Buying Journey — Forrester
What you’re doing on the Web is REALLY, REALLY important
Source: Forrester’s Tech Marketing Navigator: “Most Influencial Vehicles”: all technologies / all roles
About Savi Technology
Pioneering sensor analytics solutions provider
Started in 1989 – Developed innovative RFID tags for US DoD
High-value asset tracking and supply chain solutionsat epicenter of IoT, Big Data, and Analytics markets
Two core segments with different needs and long sales cycles
ReliabilityCommercialGovernment
Data-driven ROICan I execute my mission with
consistency and precision?Can I execute an adaptable
plan efficiently?
Our Problem
They didn’t
Recent ABM Campaign
Estimated Time of Arrival as a Service (ETAaaS)
aka “When (precisely) will my shipments get there?”
Savi ABM Activities and Environment
Tech stack: Value proposition and positioning
Account selection
Messaging and content
Lead gen and nurturing
Sales support and
feedback
4. 3.
5. 2.
1.
1. ETAaaS Value Prop / Positioning
Customer pain points…
14%increase in freight costs since 2013
Freight costs are rising
22%increase in inventory levelssince 2013
Inventories continue to grow
On-time deliveries have decreased
5%decrease in on time arrivals over past 2 years
Billions in lost sales because product not delivered on time
$238 Bout-of-stocks cost for retailers in 2015
Lack of real-time visibility into shipment location, condition and ETA limits planning and execution
Complex, global,multimodal logistics with
many suppliers and carriers
Disparate tracking systems
1. ETAaaS Positioning / Value Prop
…led to ETAaaS solution
Sends real-time alerts to notify distribution centers, production sites, and customers
Identifies disruptions as they happen
Increases planning effectiveness and productivity
Predicts situations in real-time and enables proactive responses
Tracks real time shipment location and adjusts ETA by considering historical patterns of disruption continually improving ETA accuracy over time
2. Account Selection Method
Pain points create an ideal account profile
Organization
• Multinational• Manufactures raw
materials or 50% of products
Shipment characteristics
Logistics operations
• Time and risk sensitive
• High value shipments
• Multimodal – • land-sea-land• Volume – 750,000+
shipments annually
2. Account Selection: $100K+ deals
P&G, L’Oreal
Ericsson, Ingram Micro
Carlsburg, MolsonCoors
Carrefour, Kroger
GE, Smith & Nephew
Prada, Hermes
BASF, DuPont
Philip Morris, Swedish Match
Account profile generates target accounts
3. Messaging and Content for ETAaaS
Web Sales PresentationsInfographics
eBooksDatasheets, Case Studies
Analyst reports, Whitepapers
ABM Tactic #1:
Dynamically personalize web messaging by firmagraphics for unknown and known visitors
3. Dynamic Web Messaging = 250% Increase in Engagement
General prospect ETAaaS
3. Dynamic Web Messaging = 250% Increase in Engagement
General prospect Government
4. Outbound Lead Campaigns
List CampaignsPipeline Discovery Specialist
and Sales Follow-up
ABM Tactic #2:
Dynamically customize CTA overlay cards and CTAs by firmagraphics for unknown and known visitors
Typical Website CTAs: Spray & Pray
4. Web Lead Campaigns
Dynamic CTAs: 50% more leads, 3x in target
5. Support Sales: Campaign Reports
Filter by rep, prospect, activity
• Opens, clicks on email
• Downloads any content
• Visits buying intent webpage
• Unsubscribes
5. Support Sales: Account Intelligence-Known Contacts
Real-time alerts, daily reports on prospect activity
5. Support Sales: Unknown Contacts
• Total traffic / account• # Unique visitors /
account • Pages visited / visitor• Timing of accounts
page views
5. Account-based Content Hubs
Curated by marketing and customized by sales
• Organize around any dimension
• Visit behavior tracks account interests
Demo DiscoveryExecutive Briefing Follow UpPre-Discovery Work Group Sessions
ETAaaS: Campaign Results
“These results are awesome!”
— Scott Shaul— SVP of sales
ETAaaS Sales meetings generated: 57
Phone outreach with ETAaaS best buyer leads: 302
Engagement: 250% page views increase
ETAaaS opportunities identified: 8
Funnel Flipping Works
Summary- Implement ABM Web Campaigns in Days, No IT
• Personalized messaging and CTAs increase engagement and contacts
• Alert sales to (un)known visitor metrics grouped by account• Content hubs track account interest
Thank you
FMF offer: View web campaigns in your environment
Stop by Triblio boothallboutmoney@triblio.comallboutmoney@savi.com
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