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Secret Sauce to Account-Based MarketingCharm Bianchini

Sr. Director of Marketing, Marketo@charmbianchini

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Key Considerations

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1• Closed Won Revenue ($)

2• Closed Won Opportunities (#)

3• Pipeline Opportunities (#)

4 • Pipeline ($)

5• Sales Qualified Leads (#)

6• Marketing Qualified Leads/Accounts (#)

Start with the Goal

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Broad-Reach Marketing Account-Based Marketing

Pick the Right Strategy

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Define Your Revenue Model

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Account-Based Marketing

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Marketing and sales efforts focused

exclusively on those accounts that matter most

Account-Based Marketing (ABM)

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The ROI Is Very High“92% of marketers worldwide consider ABM extremely important

or very important to their overall marketing efforts”

- Altera Group

97%

said ABM had a somewhat higher or much higher ROI than other marketing initiatives

84%

said ABM provided significant benefits to retaining and expanding existing client relationships

- SiriusDecisions

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Getting Started: Three Tips

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Tip 1: True Collaboration, Not Like This

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Identify stakeholders and get buy-in Establish goals and metrics Develop a plan for all groups Frequent communication and

meetings Incentives alignment Process prioritization and

efficiencies Sales enablement and training Reporting and analysis

Collaborative Process

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Segmentation by vertical & prioritization

Messaging & proof points for personas

Calling scripts Sales emails Special SFDC views

Example: Sales Enablement Playbook

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Tip 2: Pick the Right Technology

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Tip 3: Cleanse Your Data Match leads to

accounts Verify titles Map parent and child

accounts Etc.

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Five Steps to ABM

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Five Steps to Account-Based Marketing

Identify Accounts

1 2 3 4

Profile Accounts

LaunchCampaigns

Measure & Analyze

5

Create Content

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Step 1: Identify Accounts

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Account Identification Considerations

HighYield

Product Fit

StrategicImportance

Competitors’Customers

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Leverage Technology to Help

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Account Selection

Example: Marketo Technologies UsedMulti-Channel Programs

Niche Solutions

etc. etc.

Marketo ABM

etc.

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Top 20 Tier 1 Tier 2

Number of accounts 20 ~400 ~1200

Selection criteria • Sales leadership to provide

• Account score = 75+• Each rep to pick 10

accounts• Included key verticals

• Each rep to pick 30 accounts

Account Selection Process

Use predictive account score AND rep knowledge to select accounts• Tiers for target accounts• Accounts will be locked for 6 months

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Tiered Programs

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Step 2: Profile Accounts

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Account Profiling and MappingBuild a plan to focus on the right part of the organization: Gather research: Financial health Business initiatives Personnel developments Technologies Org structure Industry analysis

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Step 3: Create Content

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Great Content = Relevant Content

+ Right Time + Personal

Create Great Content

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Exec. Sponsor Decision Maker Influencer

Develop Buyer Personas and Map Their Journey

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Videos Industry reports Webinars SlideShare presentations ebooks Blog Podcasts Infographics Activity Books/Worksheets Etc.

Be Creative

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Example: Mapping Content to Buying Stages

End User

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Step 4: Think Multi-Channel

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Meet Buyers Where They Are

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Multi-Channel ApproachGet Your Voice Heard: Use as many channels as possible Take a systematic approach Coordinate your story Laser target your audience Personalize your outreach

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Personalization = Key to Success

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Buyers Demand a Personalized Experience

89% of marketers report improved business from personalization

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Personalized CTAs (call to action) resulted in a 42% higher conversion rate than generic CTAs

Leads who are nurtured with personalized content produce a 20% increase in sales opportunities

Personalization Works

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Where to Personalize

Website Social Email MobileVideo

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TypeBusiness unitGeographyIndustryTechnologiesSales stageBehaviorEngagement

Segmentation VariablesCustomer | Prospect

Enterprise | SMB

SF | CA | North America

Hospitality | Software

Competitive tech | Partner tech

Pre-opp | Opp stage 2

Pricing page | Webinar

1st visit | 3rd visit

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Highly customized emails personalized with: Account’s unique

challenges/objectives Marketo’s ability to

address challenges/meet objectives

Relevant case study and metrics

Example: AE Target Account Emails

Results:-45% open rate-Meeting set with VP and team-Opportunity created

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Results: Conversion rates (3/15 – 11/1): Enterprise: Default: 42%; Personalized: 59% Verticals: Default: 42%; Personalized: 71%

Example: Marketo Landing Page Default Personalized

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Example: Webinar Series11 Attendees, 3 Opps

9 Attendees, 3 Opps

21 Attendees, 2 Opps

Results:~Over $1M in sales pipeline

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Step 5: Program Measurement

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1•Lift in website traffic – target accounts visiting site

2•New names in target account (building out white space)

3•Target accounts visiting dedicated account pages, converting

4•Engagement score for set of programs per month

Early

1•Program success with a target account

2•Call connects (target accounts)

3•# of meetings w/in target account

4•Marketing qualified leads (MQLs) in target account

Mid

1• # of opportunities in target accounts

2•First Touch Ratio

3•Multi Touch Ratio

4 • Pipeline in target accounts

Late

Know What to Measure When

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High-Level View

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Account View

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Results

Results:-35% increase in ASP-4% of accounts driving over 30% of pipeline

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Determine if ABM works for you Spend time up front to get started correctly Coordinate your multi-channel strategy Personalize Measure and improve

Key Takeaways

@charmbianchini

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Thank YouCharm Bianchini

Sr. Director of Marketing, Marketo@charmbianchini

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