ABM from Customer Attraction to Loyalty & Advocacy - Scaling Your Organization with Technology
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The document emphasizes the importance of Account-Based Marketing (ABM) for driving higher ROI and customer engagement, highlighting the need for alignment between sales, marketing, and customer success teams. It outlines strategies for effective ABM implementation, including tailored targeting, personalized communication, and leveraging CRM data to enhance customer relationships and decision-making. Key takeaways include the necessity of continual data management and technology use to scale marketing efforts.
ABM from Customer Attraction to Loyalty & Advocacy - Scaling Your Organization with Technology
- 1. Marketing Automation is not the Future, it is NOW! Leveraging Technology to Scale Chief Marketing Officer, Versature Anastasia Valentine
- 2. Chief Marketing Officer @ Versature Lead a combined Sales Dev, Sales, & Marketing team. 25 years in tech Passionate champion of Women in STEM I help great companies generate demand, revenue and scale. I throw axes for fun.
- 3. If ABM is all about: ABM This Way • Laser Focused Account Targeting • Identifying and Engaging Key Decision Makers & Influencers • Strategic Alignment Between Sales & Marketing • Delivering Personalized Engagement, Experience & Content • Responsive and adaptive to Account Changes • Data-driven decision making
- 4. And some of the benefits of ABM are: • Internal & External Alignment • Shorter Sales Cycles • Higher Value Deals • Trusted Relationships • Loyalty • Engaged Customers • Lower Churn • High ROI • Advocacy • Cost Effectiveness
- 5. 84% of companies engaged in ABM say it brings in higher ROI than other types of marketing. ~ Information Technology Services Marketing Association
- 6. Why aren’t more companies using ABM strategies organization wide?
- 7. ABM Does Not End When the Deal Is Signed
- 9. We’re missing out on ABM influenced opportunities Enhanced Personas Improved Qualification & Targeting Increased ROI Leverage CRM Goldmine More Valuable Content Organizational Alignment Single Version of the Data Truth Shared Toolset Consistent, Personalized User Experience Marketing to Advocacy ROI Tracking
- 10. “Everyone with a wallet or budget is NOT your Customer. True Story!
- 11. Attraction
- 12. Obsessed with Funnels? Without Account Based Marketing With Account Based Marketing
- 13. Attraction - ABM Success Foundation - Know Thy Customer
- 14. Attraction: Inviting the right customers to your brand
- 15. Personalized communications throughout the customer lifecycle. Attraction - Where do you focus? Industry Use CaseBuying Signal
- 16. Strategic Account Targeting By Buying Signal Contract End Date M&A Expansion Hardware EOL Moving
- 17. Nurturing - Tailored, Targeted, Personalized Content Alexa, SDR at Versature
- 18. Onboarding What types of customers deploy fastest? Is customized training by persona, industry, use case or buying signal required? How can we address most popular challenges during the sales cycle? Which customers are a dream to work with and deploy? What are the best ways to reach the dream customer type? How do we attract more just like them? The Onboarding feedback loop gives the first indicator of ABM success.
- 19. Customer Success ABM Feedback Loop Who do we serve best? Who works best with us? What industries do we have most traction in? Who renews easiest? Who are most of our referenceable clients? Who expands? Who churns? Alignment between client and vendor to create long term customer relationships.
- 20. Loyalty & Advocacy Recognition Rewards Referral Programs Reviews Gamification Your best customers, representing your brand to attract customers just like them. A positive product and brand experience leading to perceived value and satisfaction.
- 21. Use Technology to Scale Expand, Retarget, Reengage & Predict
- 22. Using Technology To Scale - Our ABM Stack
- 23. Applications: ● New Prospects, New Business ● Closed Lost Opportunities ● Existing Customers, Upsells ● Existing Customers, Renewals ● Persona Targeting Create a list of your best prospects. Submit the list to the advertising tool. Automatically target relevant content to the focused list that matches specific criteria with: ● Display Ads ● Search Ads ● Video Ads ● Email Ads ● Sponsored Content Expand Your Reach - Stay Top of Mind with Retargeting Leverage your CRM Data to Retarget Your Best Prospects
- 24. Expand your Audience - Look-a-Like Targeting Leverage your CRM Data to Target the Right Customers Identify the criteria of your ideal customer audience (prospects and or existing customers). Create a list from your CRM (first party data) to create your “Seed Audience.” Submit the list to the look-a-like modeling tool. Allow the modeling tool to identify key characteristics and signals of that list to their engine to target similar people with content.
- 25. Create a Predictable Pipeline Define deal stages that match with the % of close probability in your CRM Gain additional insight by using an AI tool to Rate and Predict Probability of Deal Close Target your “A” List Prospects with High Value Content and Advertising • Create targeted campaigns to deliver unique high value content that matches rating, deal stage, rating, industry and other characteristics. • Invest more in these marketing campaigns of “known and qualified” than regular PPC. Use Deal Stages & Predictive Analytics to Retarget your Marketing Efforts
- 26. Key Takeaways If you remember 3 things - Make it these 3! Alignment needs to go beyond Sales and Marketing. Engage your onboarding and customer success teams to enhance the customer journey. Data is your most valuable resource. Keep your data clean, be transparent about metrics and success. Leverage technology to scale. When your team is maxed out, look to your technology stack to fill some of the gaps.