making account based marketing work: aligning abm with the buyer’s journey

Making Account-Based Marketing Work: Aligning ABM with the Buyer Journey

Nick Edouard President & CMO LookBookHQ John Dering Director, Marketing Programs Demandbase

Hello! Nice to meet you

Nick Edouard Co-Founder, President & CMO LookBookHQ •  Run Product & Engineering, Client

Success, Data & Marketing

•  Ex-strategy consultant (Arthur D. Little)

•  British. Obviously.

LookBookHQ

Mission Customers OMC

We help B2B marketers cultivate more informed, sales-ready buyers faster

How? By ensuring they

always see the next most relevant content asset

wherever and whenever they engage.

>70

Enterprise & Mid-Market Customers

•  Leading AppCloud partner

•  Super tight integration with Oracle Eloqua

•  Scoping BlueKai and Maxymizer integrations

Content Marketing Automation

Automating Post Click

Personalized Content Journeys

Information Exchange

LookBookHQ Recommend

LookBookHQ Target

Genius Mix / Playlist

Curated Playlist

Personalized Content Experiences

Content

Promotion

Conversion

Co

nte

nt

Scie

nc

e™

How are we using content today?

The Broken Buyer’s Journey

“Content fuels modern marketing”

Awareness

Education

Consideration

Purchase

•  88% of B2B marketers use “content marketing”

•  51% will increase their spend on content in the next year (already 28% of budget)

•  10 pieces of content are consumed per persona before a purchasing decision is made

Source: CMI / MarketingProfs; Google “Zero Moment of Truth”

Content = an information exchange

B2B Prospect B2B Marketer Content Transaction

= Information Exchange

Awesome White Paper

Information

Information

Information about their problem, your space, your solution, etc.

Information about them, their sales readiness, etc. (explicit & implicit)

No real engagement metrics

Everyone looks the same! Did they engage with the content? Are they educated?

We’re ALL in the Attention Business

And attention is a gift

Average # of Business Emails Received Per Day 88

1,707

62

56

Average # of Banner Ads the Typical Internet User is Served Per Month

Average # of meetings a typical employee attends per month

Average # of “interruptions” an employee experiences per day

Sources: The Radicati Group, 2014-2018 Email Statistics Report, Comscore, 7 Interruptions

The challenge for marketers

Quality

Quantity

Did Bob read the content?

Is he sufficiently educated to move on to the next stage?

How do I get Bob’s attention 8 more times?

How do I move him through all 8 content assets?

Narrow engagement metrics

Low CTRs and 1:1 content experiences

Which is why… L

94% of MQLs

never close Source: SiriusDecisions

Pretty sure I haven’t consumed

10 pieces of content…

B2B’s content use model is broken

Marketers are delivering content today like Blockbuster (RIP)

Vendor-Centric:

•  Limit engagement

•  No engagement metrics

•  Not personalized

•  Not convenient

We need a new intelligent model

Buyer-Centric:

•  Let them binge!

•  Real engagement data

•  Highly Personalized

•  Super convenient Marketers need to deliver content like Netflix – programmatically

Welcome to the new buyer’s journey

Content Bingeing.

it’s all the rage.

How do you research & buy?

Piecemeal

You read a piece of content about X every 2 weeks

Concentrated

You research X in bursts of attention – 20 mins at a time

A. B.

Do More with the Moment

All visitors to LookBooks

33% consume more

than 1asset

7% consume

every asset

Make it easy to binge on content

We captured Bob’s attention & he’s ready to engage!

White paper Web pageThird-party

reportVideo

Give him an orchestrated sequence of related content while we’ve got him!

Like this – aggregated

Like this – sequenced

Like this – data-driven

Like this – website experience

click

click

0 min

3 min

Whitepaper

2 min

Analyst Report

5 min

VideoUse Case Video

Whitepaper

Whitepaper

Who engaged with what?

Content engagement = sales readiness

Source: Analysis of client data (LookBook visitors and non-LookBook visitors progress through MAP and CRM lead stages)

Prospects that binge are 2.4X more likely to be sales accepted

Anatomy of a Content Experience

Content

Promotion

Conversion

Manual or Programmatic (Content Science™)?

What content (e.g. by type, format,

third party, etc.)?

How A to B (e.g. flat vs. sequenced, time,

message, etc.)?

What conversion (e.g. engagement,

form fill, share, etc.)?

Who’s clicking?

•  Known vs. Anon

•  Persona •  Key Account

Treat content as a first class object

CONTENT JOURNEY

Email

Web

Social

Display

Delivering real business value (fast!)

34% increase in sales opportunities from single LookBook

300 MQLs from one campaign – unprecedented volume & quality

3X higher close rate (5% to 15%) on MQLs on first two campaigns

6X higher close rate (SAVs <1%; Bingers 6%; Nurtured Bingers 12-15%)

2X increase in marketing’s contribution to revenue

Mid Market Technology Company

Content Bingeing & ABM

1.  Create highly customized scalable micro campaigns for individual accounts

2.  Fast track the education and qualification of contacts within target accounts

3.  Easily assess account-level engagement, interest and sales-readiness metrics

4.  Tailor follow-ups based on individuals’ interests (what content for how long)

ABM at scale needs Content Marketing Automation

Halftime Analysis: Key Takeaways

1.  Engaged prospects (anon & known) want to binge on content

2.  We need to measure real engagement – intensity not just intent

3.  Content engagement is an excellent indicator of sales readiness

4.  Content marketing automation delivers ABM at scale

©2016 Copyright Demandbase, Inc. Demandbase Confidential.

How to target the right accounts to accelerate the buyer journey

Account-Based Marketing

Align sales and marketing

Identify target accounts

Develop ABM Marketing Plan

Measure


Evolution of Account-Based Marketing

1995- 2005 2005-2012 2012>>>

•  Limited in scale (25-50 accounts)

•  Field Mktg centric •  Analog in approach

•  Improved scale •  Email centric •  Industry focused •  Post hand raise •  Reactive

•  Fully scalable (5000+ accounts)

•  Full funnel •  Multiple targeting

options •  Pre hand raise •  Proactive


More marketers are

AWARE of ABM

of B2B companies are aware of ABM.

75%

of marketers say that ABM delivers higher ROI than any other marketing approach.

84%


of B2B companies employing ABM plan to increase their ABM efforts over the next 12 months.

72%

of B2B companies employing ABM plan to invest more in technology over the next 12 months.

61% More

marketers are

USING ABM


of B2B marketers employing ABM stated they are aligned with sales.

91%

of B2B companies said Account-Based Marketing has an impact on marketing’s success.

96%

More marketers are

having

SUCCESS with ABM


Buyers at Accounts Consume on Their Own Terms

Anonymous, buying teams

Enter/Exit at will

Binge consume when ready to engage


Buyer Journeys are complex and variant.

WHERE TO START?


Identify engagement trends

On Website Known AND Anonymous

By Stage of Funnel which convert best at what stage

With Content Types

How Many Touches per period for

each stage


What assets resonate with our audiences?

Case Study 16%

eBook 41%

Webinar 13%

Whitepaper 30%

Overall Distribu.on (All Audiences)

0%

20%

40%

60%

80%

100%

Customers Prospects

Assets by Audience

Case Study eBook Webinar Whitepaper

*Data starting in May 2015

Prospects have broader asset consumption appetite than customers


0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

-12 -11 -10 -9 -8 -7 -6 -5 -4 -3 -2 -1 0 Months Before MQL

Field Marketing

Contact Me / Demo Request

Webform

Webinar

Event

Marketing Engagement - Pre Sales


7+ Responses/

month

Field Marketing > Sales

5-7 Responses/

month

Demand Gen > Field Marketing

Tactical How To – Webinars, eBooks, WPs, InfoGraphics,

Videos

Identify Buyer Journey Stages

Exploratory Phase

Decision Phase

Purchase Phase

1-2 Responses/month

5-7 responses/month

7-9 responses/month

Webinars, Events, Content

Field Marketing & Contact Me/

Demo

Field Marketing, Events

eBooks, Webinars,

White Papers, Infographics,

Video

Case Studies

Case Studies, Solution Sheets

EXPLORATORY PHASE

RESEARCH PHASE

EVALUATION PHASE

1-2 Responses/

month Demand Gen

Thought Leadership – Webinars, eBooks, WPs, InfoGraphics,

Videos

DEPARTMENT OWNER

CONTENT TYPE

7-9 Responses/

month Field Marketing,

Events Case Studies

5-7 Responses/

month

Field Marketing & Contact Me/

Demo

Case Studies, Solution Sheets

Identify Buyer Journey Trends

EXPLORATORY PHASE

DECISION PHASE

PURCHASE PHASE

1-2 Responses/

month

Webinars, Events, Content

eBooks, Webinars, White Paper,

Infographics, Video

MIND SET OF BUYERS FREQUENCY OF ENGAGEMENT

DEPARTMENT OWNER

CONTENT TYPE

FREQUENCY OF ENGAGEMENT

FREQUENCY OF ENGAGEMENT

Product Insights – Solution sheets, Implementation

Guides, Case Studies


Build Content/Program Map for Journey

TOP OF FUNNEL: Content Syndication, Webinars, Tradeshows, Thought Leadership collateral, Blogs MIDDLE OF FUNNEL: How to Guides, ROI Calculators, Tips, Product Docs/Web Pages BOTTOM OF FUNNEL: Regional Events, Case Studies, Solution Sheets, Contact Request’s, Product Webinars


Content Promotion Plan

Use supporting short form assets to drive faster moving buyer through journey

Promote long form assets via binge consumption and prescribed buyer journey

Bubble up fast moving buyers to sales for real-time follow up, in-the-moment


Success Metrics for Buyer Journey

Increase Engagement from Target Accounts Increase time with content

Opportunity Influence Sales Velocity ACV

PROGRAM METRICS:

BUSINESS GROWTH METRICS


Accelerating The Buyer Journey


. HOW DID WE DO?


Results – 300% Increase in Engagement


Demandbase Journey Performance

Pipeline Influence ACV Funnel Velocity

Influence by Journey +300%* +13%^ +50%*

* (Q215-Q315 vs. Q415-Q116 – Before & After Journey implemented) ^ (Q315-Q16 Influenced by Journey vs Not Influenced)


Making Account-Based Marketing Work: Aligning ABM with the Buyer Journey

Nick Edouard President & CMO LookBookHQ John Dering Director, Marketing Programs Demandbase