en quoi consiste l'account based marketing - azalead - agence b2b
TRANSCRIPT
L’AGENCE B2B + AZALEAD
MAXIMIZE ROI WITH ACCOUNT BASED MARKETING
Hervé Paolini, Azalead
Guillaume Rigal, l’Agence B2B
L’AGENCE B2B + AZALEAD
HERVÉ PAOLINI
• Founder of direct marketing
agency, Direct One, in 2002
(became Saatchi One).
• CO-founder of Azalead Software
in 2013 (1st mobile app for
Account Based Marketing in
Europe.
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L’AGENCE B2B + AZALEAD
AZALEAD : SALES ACCELERATION SOFTWARE
OUR VISIONFacilitating new business in BtoB
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L’AGENCE B2B + AZALEAD
AZALEAD : THE SOLUTION
• Azalead identifies the
organizations who visit your web
site
• And alerts sales teams in real-time
when a key account is on the web
site
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L’AGENCE B2B + AZALEAD
GUILLAUME RIGAL
• 15 years experience in digital marketing and
B2B
• American Express Small Business
International : acquisition, CRM
• Managing the Agence B2B for 2 years
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L’AGENCE B2B + AZALEAD
AGENCE B2B, HELPING YOU MEET YOUR OBJECTIVES
5years
In business
80
clients
100%
B2B
+1000
B2B Publishers
Consulting Media Ad Sales StudioTechnology
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L’AGENCE B2B + AZALEAD
L’AGENCE B2B : REFERENCES
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L’AGENCE B2B + AZALEAD
Why change your Marketing & Sales Strategy
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L’AGENCE B2B + AZALEAD
THE PARADOX OF THE CENTURY
CONNECTION VS. ENGAGEMENT
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L’AGENCE B2B + AZALEAD
THE PARADOX OF THE CENTURY
Source : Comscore, Clarity Ray Adblock report 2012
vs
CONNECTION ENGAGEMENT
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L’AGENCE B2B + AZALEAD
B2B MARKETING MUST EVOLVE TO REMAIN EFFECTIVE
Inbound
Very filtered
Outbound
Very targeted
Nurturing
Very efficient
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L’AGENCE B2B + AZALEAD
THE NEED TO INFLUENCE
YOUR PROSPECTS
EFFICIENTLY
NOTORIETY
CONSIDERATION
CONVERSION
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L’AGENCE B2B + AZALEAD
The principles of Account-Based Marketing
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L’AGENCE B2B + AZALEAD
Don’t count the people that you reach;
reach the people who count.-David Ogilvy
“
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L’AGENCE B2B + AZALEAD
L’ABM EST UNE DÉMARCHE STRUCTURANTE
POUR LES INVESTISSEMENTS MARKETING
ConversionConsiderationNotoriety
Mid-term ImmediateLead generation over time
Decision-making processRelance
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L’AGENCE B2B + AZALEAD
How to implement ABM
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L’AGENCE B2B + AZALEAD
WHAT DO YOUR BEST CLIENTS LOOK LIKE
1. Determine the profile of your best clients
2. Seek to duplicate them
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L’AGENCE B2B + AZALEAD
HOW TO REACH YOUR VIP TARGETS
1. Build a qualified list
2. Enrich with pertinent
content
3. Entice them to come
(or return) to your
web site
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L’AGENCE B2B + AZALEAD
3) FOCUS YOUR MARKETING EFFORTS ON THESE KEY ACCOUNTS
E-mailing and retargeting campaigns:
• Webinars• White papers• Demos• Event invitations• Case studies
Educational content
Target by industry
Your web site at the center
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L’AGENCE B2B + AZALEAD
The benefits of a real-time ABM approach
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L’AGENCE B2B + AZALEAD
IMPACT ON SALES OF AN ABM STRATEGY
1. Increase sales
conversion rates
2. Reduce cold calling
efforts
3. Decrease sales cycles
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L’AGENCE B2B + AZALEAD
CALL YOUR TARGET ACCOUNTS WHILE THEY ARE ON YOUR WEB SITE
The odds of contacting a lead are 100 times greater when a salesperson reaches out within five minutes after a lead is submitted than if they wait 30 minutes.”
* Source: insidesales.com
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L’AGENCE B2B + AZALEAD
Live
Demo
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L’AGENCE B2B + AZALEAD
Guillaume RigalManaging Director, Agence b2b
+33 (0)1 40 82 60 89
Twitter.com/agenceb2b
Twitter.com/guillaumerigal
QUESTIONS ?
Hervé PaoliniCOO, Azalead
+33 (0)6 85 05 30 41
twitter.com/AzaleadABM
facebook.com/pages/Azalead-France/787127791308117
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