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Building a foundation for success21st June 2016
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A (very) brief intro
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ABM Consultancy & ServicesOur end-to-end workflow for Customer Lifecycle ABM ensures actionable insight is at the heart of everything we do:
Account identification and prioritization
Stakeholder mapping
Propensity-to- buy modelling
Sales & marketing alignment workshops
Account Value Proposition (AVP) messaging
Campaign structure
Content strategy
Engagement channels consultancy
Personalized digital assets
Sales enablement content
Social and IP-based advertising
Marketing automation
ROI measurement
Marketing attribution
Audience and Account Profiling
ABM Strategy ABM Engagement Planning Campaign Execution Impact Measurement
Insight at the heart of everything
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What are people trying to achieve
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We need to up-sell/cross-sell more to our key accounts…
...by understanding our target audience’s pain points
...through engaging in a more personal way
...as well as defending against competitive propositions
We need to win new target accounts…
...through initiating relationships with decision makers
...by driving and shaping buying cycles (pre-RFP)
...by engaging target accounts as part of bids
Our customers’ common drivers
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Four barriers stopping organisations achieving these goals
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Only 33% of the buyer journey consists of a direct engagement with a brand
And so, the challenge is simple. When a buyer does engage, how do you manage an-insight driven, timely engagement using the right content and channel?
Dealing with a self-guided buying cycle
Acquire Engage Pitch Win Retain Upsell Evangelise
‘Visi
ble’
inte
ract
ion
‘Invi
sible
’ res
earc
h
67%*SiriusDecisions
33%
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Struggling to personalise at scale
Not enough time
Personalisation of engagement efforts is rated as the number one priority by 33% of CMOs*, the highest of any factor. However, a number of barriers stand in the way of this:
*Adobe
The wrong insight
Lacking skills Not utilising technology
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A lack of Sales / Marketing alignment
Issue #1: 50% of sales time is
wasted on unproductive prospecting — but sales
reps ignore 50% of marketing leads
(The B2B Lead)
Issue #2: Across the board, 87% of the terms used by sales
and marketing to describe each other are negative
(CEB)
Issue #3: 90% of marketers can’t
calculate the ROI of their digital marketing spend
(Fournaise)
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Silo-based thinking, preventing a joined-up approach
Salespick target accounts based on assumptions and generalisations
Research/ analyticsseek to understand accounts with limited context and often at single point in time, meaning output is bland and high-level
Marketinglack time, resource or
understanding to interpret insight, so
resort to generic campaign briefs and
activity
Creativebuilds a campaign based on overarching messages and non-specific personas
Campaign executionresort to tired mass-marketing tactics hoping to reach leads with generic messaging and content
Marketing opsinvested in a range of
technologies but struggle to track success of
campaigns through to the impact on sales
CMO/CFOstruggle to see value of programme and cut budgets
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How does Marketing Automation address these problems?
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How Marketing Automation helps
Problem faced by Marketing team How Marketing Automation helps
Self-guided buying cycle Web tracking and web personalisation
Personalising at scale Automation of nurture tracks, web experience and access to objective data
Lack of sales/marketing alignment Objective scoring, integration with CRM
Silo-based thinking Objective data to provide evidence for future activity
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How best to implement?
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Have a plan● What are you trying to solve?● Why are you trying to solve it?● Which other stakeholders do you need to
explain your thinking to - CFO, IT director, sales director
● Have they bought in to your vision?● What other resources/tools/skills do you
need?● Are your current sales/marketing processes
set up for this?● What will success look like and how will you
know if you’ve succeeded?
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● Don’t be swayed by shiny lights and promises
● What is the functionality you really need versus the nice to have
● Are you planning on integrating with your CRM?
● Are there any data compliance issues unique to your business/industry sector?
● What is the business case behind your answer to each of the previous questions?
Achieving your plan
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“Don’t count the people that you reach, reach the people who count”
David Ogilvy
Understand your audience
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● Relevant● Tailored● Personalised● Multi-channel● On their terms
The journey
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● Education, education, education● Seek feedback● What does good look like● How will you communicate this back
Sales / Marketing alignment
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● Be clear on timescales● Evolve, experiment, test● Pilot vs full deployment
Expectation setting
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In summary
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● Be clear on what you’re trying to achieve
● Understand your audience○ What journeys○ What content○ What channels○ What message
● Set expectations● Experiment!!!● Start small and celebrate
success
Things to remember