#flipmyfunnel boston 2016 - tyler lessard - how to make your target accounts love the fact that...
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AccountBasedMarketingSo Good, People Will WANT You to Target Them
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A bit about usVideo marketing platform for businessRapidly growing in a competitive B2B marketKick-ass Revenue Marketing teamRockin Sales and SDR team*
*Vidyard is an active practitioner of marketing and sales alignment. Results discussed during this presentation may not be achievable by those not adhering to similar practices.
Back in 2013Inbound marketing and Content SyndicationList buying and email marketingEvents and conferencesGoogle adwords and display adsLead scoring and nurturing based on activity
High volume of leads and MQLs!!Such poor conversion rates and lack of efficiency More than 60% of leads rejected#1 Reason for rejection:Company not in target market
From Leads to Target Accounts
Asked the Sales Team
Asked the Marketing Team
Asked the Data!!!Which Accounts Have the Greatest Propensity to Buy?
Which Accounts Have the Greatest Propensity to Buy?
Company sizeRevenueIndustryGeographyetc.Technologies UsedServices Partners
COMPANY SCORE!
Our First Attempt at an ABM Program
Lessons LearnedOffer and CTA had little contextual relevance too forcedLimited to retargeting and marketing to those already in the funnelOrientation session perceived as too aggressive and confusingTargeted accounts werent always actively in the marketNot scalable
Revisit the Attack Plan
3. RELEVANCE1. REACH4. ENGAGEMENT2. SCALE
Account IdentificationPhase 1: Identification, Contact Acquisition & Brand Awareness
COMPANY SCORE AUTOMATION
REACHSCALECompany sizeRevenueIndustryGeographyetc.Technologies UsedServices Partners
Account AttributesActivities & IntentRelated jobs & hiringVideo momentumRecent fundingActively researching video marketingNumber of engaged leads in accountPrevious Dead Opps
Account IdentificationPhase 1: Identification, Contact Acquisition & Brand Awareness
Existing Contacts
Contact Acquisition
Unknown Contacts
Known Contacts
REACHSCALE
Display Advertising
Phase 1: Identification, Contact Acquisition & Brand AwarenessREACHSCALE
Phase 2: Direct Engagement and Targeted Nurturing
RELEVANCEENGAGEMENT
Phase 2: Direct Engagement and Targeted Nurturing
RELEVANCEENGAGEMENT
Phase 2: Direct Engagement and Targeted NurturingRELEVANCEENGAGEMENT
Impressive pitch. I must say, this is one of the best prospecting emails Ive received. Would like to learn more, can we chat the week after next?
Phase 2: Direct Engagement and Targeted Nurturing
RELEVANCEENGAGEMENT
Youve got a mission.
01. MailerPre-loaded, internet-enabled tablets arrive on your desk.
02. VideoA spy video is queued up to tell you about your secret mission.
03. Accept MeetingReal-time lead alert sent to sales exec for scheduling.
04. Follow UpNot ready to talk? Heres more info.
This campaign sends a target list of C-Suite security professionals a tablet with a personalized, interactive video. An international security agency needs your help. Next step: meet with Bottomline. Do you accept this mission?01. 02. 04. 03. Phase 2: Direct Engagement and Targeted NurturingRELEVANCEENGAGEMENT
Phase 3: Automate and Orchestrate as Much as We Can!SCALE &EXPAND
Beyond Core Prospecting:Additional Campaigns via ABM
Competitive CampaignAutomated targeting of accounts using competitive platform (via data in Salesforce) 28 new opportunities influenced
Beyond Core Prospecting:Additional Campaigns via ABMDrive awareness of our user conferenceAutomated targeting of accounts with specific location and company score (via data in Salesforce)
26 accounts influenced to attend14 new opportunities influenced
Grateful Dead Opps Revival campaignAutomated targeting of accounts with previous sales Opportunities with status Closed/Lost
35 new opportunities influenced
Beyond Core Prospecting:Additional Campaigns via ABM
Top TakeawaysCreate programs that are relevant, contextual and personalized to get their attentionConsider integrated engagement programs that leverage your marketing and sales enginesLeverage the right technology to scale and optimize your ABM programs
AccountBasedMarketingSo Good, People Will WANT You to Target Them
And your CEO will be happy too.
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