#flipmyfunnel austin - maria pergolino - account based marketing & predictive marketing—...
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Account Based Marketing& Predictive Marketing—Beyond the Bullshit
Maria PergolinoApttusGlobal Vice President, Marketing@inboundmarketer
Previously:
THE ONLY END-TO-END QUOTE-TO-CASH SOLUTION 100% ON SALESFORCE
SOLUTIONS FOR COMPANIES OF ALL INDUSTRIES AND SIZES
FIND US AT BOOTH #NUMBER
Organize for Target Account Success
SVP
Brand (9) Advocacy (5) Field (7) Demand (20) Product Mktg (11)
@inboundmarketer
Marketing
5 Customer
ChannelsContent
@inboundmarketer
Types of Content:• Articles/Blog Post• App• Books/Ebooks• Brochures• Case Studies• Commercial• Courses• Demos• Email Content• Free Trials• Gifts
• Images• Guides/Manuals• Podcasts• Presentations• Press Releases• Surveys • Videos • Web Pages• Webinars• White Papers• Widgets
Types of Channels: • Communities• Content
Syndication• Direct Mail• Display (Online)• Display (Physical)• Email• Field Events• Instant Message • Mobile• One-on-One
• Online• Pay Per X• Press• Print• Radio• RSS • Social• Telemarketing• Text• Trade Shows• TV
Marketing
Personalized Content Targeted Channels
Types of Content:• Articles/Blog Post• App• Books/Ebooks• Brochures• Case Studies• Commercial• Courses• Demos• Email Content• Free Trials• Gifts
• Images• Guides/Manuals• Podcasts• Presentations• Press Releases• Surveys • Videos • Web Pages• Webinars• White Papers• Widgets
Types of Channels: • Communities• Content
Syndication• Direct Mail• Display (Online)• Display (Physical)• Email• Field Events• Instant Message • Mobile• One-on-One
• Online• Pay Per X• Press• Print• Radio• RSS • Social• Telemarketing• Text• Trade Shows• TV
Marketing with ABM(One or more customized to the account or buyer)
Gifts
Direct Mail
Mobile
Surveys
Because ABM is targeted,and primarily benefits the potential buyer, we can
spend more per engagement.@inboundmarketer
ABM Only Campaign:1. Identify Target Accounts2. Identify Decision Makers AND Influencers3. Clean Account AND Lead/Contact Data4. Create Content (Personalized & Relevant) 5. Select Channel or Combination of Channels6. Run Campaigns7. Review Results and Optimize
ABM As Part of Overall Marketing Mix:1. Identify Target Accounts2. Identify Decision Makers AND Influencers3. Clean Account AND Lead/Contact Data4. Create “Big Rocks”5. Build ABM Plan 6. Run Campaigns7. Review Results and Optimize
Apttus ABM Approach
@inboundmarketer
• Manual effort started January 2013, based on: – Revenue & Employee Count– Location– Industry– Salesforce User– Relationship to Current Customer or Apttus Exec/Sales
• Updated every time we: – Hire a new rep– Obtain new/relevant data – Someone turns into a customer – Our products change
• Now enhanced with Predictive Lead Scoring/Generation
Creating Our Target Accounts
Process:• Provided Everstring API access to
Salesforce • Provided Everstring our target account list
(~3K names at the time)• Received ~400 suggested target accounts• Added relevant titles based on our
personas and began sending campaigns to these names
Important Note: Account Scoring is a pain-in-the-ass if you’re trying to do it on your own. Complain to your Marketing Automation vendor about this.
Results: • Identification of 400 accounts that have
now• 37 Opportunities representing $6,432,705
in pipeline in 6 months• Now use their scoring as Apttus Account
Score (we also use Behavior Score and Demographic Score)
Predictive Analytics Case Study
@inboundmarketer
Apttus ABM Campaign Example
400+ Target Accounts found via Predictive
Demand Gen
Direct Mail sent to Decision Makers
with PURL
Upon Delivery, Personalized Email
Task to Call Created in SFDC
SLA
Reminders
CONNECTED WITH OVER 40% OF PRIMARY CONTACTS, 60% ACROSS ACCOUNTS
ABM as Part of “Big Rocks”
• Tokens – {(Field=FirstName)}• Web Personalization (MKTO RTP)• Purls – companyname.com/maria-awesome • Dynamic Content
– Personalized – Unique Content & Messaging
Personalization is Key
@inboundmarketer
• Define data sources• Clean-up duplicates• Normalize data• Match companies • Define leads versus contacts• Consider manual checks
Data has to be Accurate
15
Go Beyond the Decision Maker
IdentifyDecision Maker Email Program Follow-up
w/ ALLZero Waste Advertising
InmailsMicro-Event& Direct Mail
IdentifyInfluencers Email Program
Follow-up w/ those who
engageTargeted Display Postcard
Decision maker:
Influencers:
• Customer Retention• Customer Up-Sell and Cross-Sell • Partners • Influencers and Media
Leverage ABM Further
@inboundmarketer
Utilizing Channels for ABM
Online & Display
Company Specific:
Individual Specific:
Display & InMails Targeted ads by Email
@inboundmarketer
Many vendors who will let you purchase based on your target accounts. Key is asking to do this by target account—typically not just offered.
Content Syndication
• PURLs and dynamic content• Dimensional packaging• Priority Delivery• Integrated with MA or CRM
Direct Mail
High Value & Personalized “Marketing” Emails
• Put work in before the show• Consider campaigns to identify who is attending• Schedule meetings with target accounts• Go above and beyond – customized gifts, event plans, etc.
Trade Shows
@inboundmarketer
• Advisory Boards• Field Events• User Groups
White Glove Programs (One-to-Few)
• Roadshow for 1• Briefing Center • Chatter Groups or Community Groups
White-Glove Programs (1-to-1)
• Customized Landing Pages • Webs Personalization • Personalized Banner Images in Email• Personalized Videos • Personalized Microsites & PURLs
Unique Personalized Content
• BDRs deliver highlight targeted “plays”• Fulfillment center• Customized Landing Pages
BDR and Sales Tools
The Solution?
Apttus Marketing Stack
Advocacy
Creative & Development
Lead Generation Funnel Acceleration & ABMBrand & Content
Market Your Own Marketing
• Win Stories including marketing contributions
• Highlight in all internal channels (Chatter, newsletters, posters, etc.)
• Win/Loss Analysis (with shared results) • Shared clear Reporting in non-
marketingy speak
Add Your Screenshot to Layer Below Laptop Screen
Measuring Success
Apttus1400 Mariners Island Blvd. San Mateo, CA 94404650-898-7417
Maria PergolinoGlobal Vice PresidentMarketing
Questions and Contact