the intersection of predictive and account-based marketing

©2015 EverString

Presented by

Jim WalkerVP Marketing,

EverString

Anna-Maria KrönerMarketing Manager,

Perkuto

Kristen MalkovichSolution Architect & Marketo Champion,

Perkuto

The Intersection of Predictive and Account-Based Marketing

©2015 EverString

A practitioners approach to building an ABM plan

Jim Walker, VP Marketing :: June 2016

©2015 EverString

A practitioners approach to building integrating an ABM into your plan

Jim Walker, VP Marketing :: June 2016

Take part in the conversation!

©2015 EverString

Website

Marketing Activities Across Lifecycle

Search Engine Marketing

Banner Ads & Retargeting

Nurture Emails

Website

EverString Outbound

Broad Scale Events

Field Marketing

ACQUISTION

ACQUISTION & AWARENESS

EDUCATION & AWARENESS

Social

CustomerOPPSQLSALMQLMELOpen

©2015 EverString

Website

Marketing Activities Across Lifecycle



Nurture Emails

Website

Outbound

Broad Scale Events

Enterprise Marketing

ACQUISTION

ACQUISTION & AWARENESS

EDUCATION & AWARENESS

Social


ABM

EverString

©2015 EverString

Components of your plan

▪Your target account list▪Data preparation and discovery▪Account based “personalized” messaging▪Defining your plays▪Engineering a new account based field org▪Measuring success

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©2015 EverString

Website

Using predictive to define an audience



Nurture Emails

Website

Outbound

Broad Scale Events

Enterprise Marketing

Social


ABM

EverString

©2015 EverString8

Account Selection… the old way

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“To give your sheep or cow a large spacious meadow is the way to control him”

-Shunryu Suzuki

©2015 EverString

ABM starts with Audience Selection

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ABM starts with

Audience Selectionis the process of using

data to identify the most relevant prospects…

So you can market and sell to the right prospects, even

if they are not in your funnel

©2015 EverString

Use Case Page

Predictive: How it works

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What are my segments?A segment is defined to effectively identify the right audience to receive a message. Often the message is product related, but can also be for an individual campaign or even just a territory. Please reference the following uses cases for more

1

Create & upload seed listA seed is a list of companies that represent the segment you would like to communicate. This is a simple list of company names and URLs

EverString

Use Case Page

Apply filters, create segment, deliver insightWithin EverString, use an intuitive wizard to apply filters and create your segment. You can then synchronize your segment with your CRM and Marketing automation, assigning accounts into segments and delivering valuable insights

3

Run your campaignsUse your existing marketing tools to create campaigns using your predictive segments

Use Case Page

Use Case Page

24

???

©2015 EverString

Enterprise Marketing: Account Specific

Within Enterprise accounts the normal lifecycle will be augmented /modified within tiers

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Segment 150 Tier one accounts

selectively chosen

Segment 2Approximately 200

tier 2 accounts

Segment 3Those not found in

other segments

Direct Touch 1 x

Direct Touch 2 x

EverString Day/EBC Experience x

Custom Landing/Resource Page x x

Custom Newsletter x x x

Enterprise Nurture Path x x x

Event Treatment x x x

SEGMENTS

©2015 EverString

How to: Account Based Marketing

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Account Research & Information

Use a specialized SDR to research &complete

the signal list and identify individuals

Run a mini- marketing organization around each account to develop account persona and explicit content

Data Preparation

Map leads to accountsImprove data quality

©2015 EverString

How to: Account Based Marketing

14

Account Research & Information

Use a specialized SDR to research &complete

the signal list and identify individuals

Run a mini- marketing organization around each account to develop account persona and explicit content

Messaging Account Personas

Create a persona for the account to drive

message

Data Preparation

Map leads to accountsImprove data quality

©2015 EverString

Understand Your Sphere of Influence

VP MarketingYour buyers boss. In smaller orgs, the buyerInfluence: HighMarketing Ops

Responsible for managing marketing automationInfluence: High

Sales OpsResponsible for managing CRM and reporting

Influence: Medium

VP SalesUltimate beneficiary of our valueInfluence: Medium

acquire

manage

demonstrateBuyerDemand GenSales Ops

©2015 EverString

Understand Your Sphere of Influence and the role of account

VP MarketingYour buyers boss. In smaller orgs, the buyerInfluence: HighMarketing Ops

Responsible for managing marketing automationInfluence: High

Sales OpsResponsible for managing CRM and reporting

Influence: Medium

VP SalesUltimate beneficiary of our valueInfluence: Medium

acquire

manage

demonstrateBuyerDemand GenSales Ops

ACCOUNT PERSONA

©2015 EverString

Account Based Marketing Plays

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BUYER Physical Mailer Email Nurturing Invite to Micro Event SDR Call w/ALL

Targeted Display Postcard Email Nurturing SDR Call w/ ENGAGED

INFLUENCERS

opportunity

story

©2015 EverString

Enterprise Marketing: Regional Events

▪Each enterprise rep will be given a budget (credits) and a menu of items they can plan in region

▪Marketing will create & support “canned” events

▪Reps with close partnership with SDRs will need to support in region, & within account to help drive demand strategy

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Event Impact Cost

CMO Dinner high 4

Level 2 Dinner medium 3

Sporting Event low 3

Panel/Speaking Event high 5

Regional Show medium 2

Each region will control its own destiny each quarter for regional events

©2015 EverString

Account Based Marketing & Measurement

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It’s all about the journey• Influence: How much are we influencing deals as

they flow through the buying processAcceleration: how quickly this move to opportunity

• Depth: here does the handoff happen to sales?

opportunitymarketing influence

©2015 EverString21

Key Takeaways• Map ABM to where it makes sense, for us it was enterprise• Your plan doesn’t have to boil the ocean… use the

components of the plan that are right for you now• You can run traditional and ABM at the same time, perhaps

aligned around your GTM• ABM cuts across the entire funnel• Get the accounts selection right, without it ABM can get

pretty expensive

Jim [email protected]

@jaymce

THANK YOU!

©2015 EverString

Getting Started

▪Workshop with Sales!▪Training/education/communication▪Survey

▪Create Personas▪Identify the types of people that are the decision makers for your campaign

▪Tailor your campaign messages to them▪Use dynamic content in Marketo and segmentations

▪Map your buying cycle▪Utilize RCE; map the buying cycle to your campaigns

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©2015 EverString

Execute Campaigns

▪ABM Tiers▪Tiered campaigns▪Persona mapping

▪Campaign building and execution▪Reporting▪What actions will you take?

▪Rise and repeat

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©2015 EverString

Questions & Answers

Anna-Maria KrönerMarketing Manager

[email protected]

@Annariak

Jim WalkerVP Marketing

[email protected]

@jaymce

Kristen MalkovichSolutions Architect & Marketo Champion

[email protected]

@kristen_malk

Presented byThe Intersection of Predictive and Account-Based Marketing

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