ABM Master Class: Scaling, Part II
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This document summarizes a presentation about personalization in account-based marketing. It discusses the shift from more artistic marketing to more personalized, data-driven approaches. It defines personalization and explores how to personalize for accounts using explicit data a company collects directly as well as implicit data from customer behavior. The presentation outlines how to personalize different elements like visuals, tone, offers and content. It provides examples of personalized experiences, content and tools. It emphasizes focusing personalization efforts using the right data and preparation to effectively personalize at scale.
ABM Master Class: Scaling, Part II
- 1. ABM MASTER CLASS: SCALING, PART I HOW TO DEFINE, HARNESS, AND DELIVER ABM RESULTS, AT SCALE ABM MASTER CLASS: SCALING, PART II HOW TO DELIVER PERSONALIZED ABM EXPERIENCES AT SCALE
- 2. © 2020 DEMANDBASE SLIDE 2 MEET THE SPEAKERS Kathy Macchi VP of Consulting Services Tenessa Lochner Director of ABM Strategy & Education Ashley Shailer VP of Marketing
- 3. Executive-Level Advisory Who is Inverta? • Strategic planning, campaign planning, and modeling • Assessments and road mapping • Organizational alignment and design • Martech strategy and vision • Digital experience design and activation • Account-based marketing planning, design and activation • Campaign ideation, design and activation • Demand creation and lead management • Content, messaging and segmentation • KPI’s, dashboarding and analytics • Sales enablement services • Campaign and project management • Martech alignment and implementation Operational Consulting Program Management We are a B2B services firm that was founded to help senior executives succeed with modern revenue generation. Agency Services • Partial services to fill in gaps in execution • Full service, based on your desired objective and cost-per-lead range Here’s what we offer: © Inverta 2020 | Confidential | All Rights Reserved.
- 4. Have you noticed a shift? The Marketing Pendulum
- 5. Have you noticed a shift? The Science of Marketing • Attribution • Scale • Tech and tools • Logical, measurable The “Art” of Marketing: • Brand, tone, style • Empathy, connection • Illogical, based on emotion The Marketing Pendulum PERSONALIZATION
- 6. Personalization defined: “The act of modifying the marketing treatment in a way that engages the audience in a more relevant, meaningful way by obtaining research, insights, or information about an account, buying center, or individual."
- 7. The dimensions of personalization First: Jo Last: Smith Job Title: VP, Marketing Company: Acme Co. Phone Number: 555-555-1212 • Mother of 2 • Fitness Enthusiast and avid hiker • Keynote speaker, author, and frequent traveler • Reads the New York Times, Bon Appetite Mag • Scores “Steadiness” in the DISC personality assessment • Digital immigrant with low social profile • Regularly downloads but does not read vendor content • Frustrated that she doesn’t have a “seat” at the table despite 7-year tenure • Has difficulty showing the impact of her team on the broader org • Struggles with keeping up with trends in tech and tools EXPLICIT IMPLICIT/COGNITIVE
- 8. Meaningful personalization is not …
- 9. Meaningful Personalization Is … Results: +200% increase in whitepaper downloads using firmographic data, tailored copy, and account-level recognition.
- 11. Ad to On-site Web Personalization
- 12. The Demand Continuum D E P T H O F I N S I G H T S / M S G R E L E V A N C E ( P E R S O N A L I Z A T I O N ) ACCOUNT-CENTRIC MOTIONS EXECUTIVE ENGAGEMENT TARGETED OUTBOUND SCALED ABM INBOUND DEMAND CREATION N U M B E R O F A C C O U N T S 1M A N Y • 1:1. Strategic accounts • Known, proactive • 3-5 accounts for every 1 ABM marketer, part of account team • Primarily thought leadership and experiential with digital supplement • Research-enabled relevance • 3 R’s measurement • 1:Few • Known, proactive • Usually 25-500 accounts, value-based account list • Outside-in messaging • Digital and experiential motion • Sales collaboration • ABM tech & research- enabled relevance • 3 R’s measurement • 1:Many • Known, proactive • Can be 500-1000+ accounts, insight- driven account list • Inside-out messaging • Primarily digital marketing motion • Sales alignment • ABM tech-enabled relevance • 1:Many • Known, proactive • Can be more than 1,000 contacts or accounts, target account list • Inside-out messaging • Primarily digital marketing motion • Some tech-enabled personalization • 1:Many • Unknown, reactive • Number of accounts varies • Primarily digital marketing motion • Assumed relevance based on target account profile The demand continuum describes the relationship between target audience breadth and depth of meaningful personalization. “ABM”
- 13. D E P T H O F I N S I G H T S / M S G R E L E V A N C E ( P E R S O N A L I Z A T I O N ) TECHDEPENDENT The Relevance Landscape TARGETED OUTBOUND ACCOUNT CENTRIC MOTIONS EXECUTIVE ENGAGEMENT SCALED ABM INBOUND DEMAND CREATION
- 14. #1 Explicit 2 Types of Info Drive Personalization • Information that is provided by the user or that you’re able to append with a reasonable degree of accuracy from a third party. •If you can collect it on a form, it’s probably explicit data. •Preferences •Requirements •Needs
- 15. 2 Types of Info Drive Personalization #2 Implicit Information that is based on behavior or qualitative research • Buying behavior • Buyer persona based on quantitative qualitative research • Intent data § First and third-party activity and engagement data • Buyer based cognitive information Implicit represents the biggest challenge and the biggest opportunity for meaningful personalization. Why?
- 16. The Types of Intent Data Intent Data • First-party Intent • Activity that captured on your website, inside your marketing automation system or through application logs. • Third-party Intent • Data collected by networks of B2B publishers, social media sites or through the ad exchange via the IP, user registration or shared cookies. New Visual
- 17. Intent-based Personalization • Content syndication programs based on intent • Intent keywords being used in modular content and talk tracks to capitalize on surge • Intent keywords aligned to the buyer’s journey (early, mid, late-stage) • Geo-based intent to make marketing and follow-up more precise. • “Counter-measures,” plays or orchestration frequency adjustments New Ways to Personalize Based on Intent:
- 18. Cognitive Data
- 19. Cognitive Data Text in this section was customized for the “Politician.” Strong language indicates control, power and strategy. “Get the information you need the way you want, giving you the power to make the right strategic decisions.”
- 20. Core Personalization Applications Visuals • Iconography • Misc. graphics web, email and print Tone • Lexicon • Style Offer • Type and delivery mechanism • Orchestration Content • Modular • Changing elements like intro paragraph, abstract, etc. User Experience • Web experience • Content journey
- 21. Iconography and Relevant Visuals Account-specific branding on curated resource center • Resource center can be skinned for each account based on reverse IP look-up.
- 22. Offer and Delivery Mechanism § “Take your seat at the table” program to drive awareness and attendance of an executive dinner § Each table setting included a personalized letter to each invitee. § Created a clever analogy between the “boardroom table” and the dinner table.
- 23. “Book of Knowledge” Example Custom Content • Compilation of best, domain-specific stories of transformation from annual “Knowledge” Conference • Branded for target company • Designed to engage VP level and above • Produced for Healthcare and Financial Services
- 24. Custom Content • Commissioned custom research from Forrester and applied research methodology to account-specific data • Result was an account-specific estimate based on real calculations
- 25. Custom Content • Targeted demand generation, product marketing and content marketing roles within target accounts. • New qualitative research revealed a need to switch the value proposition from “simplifying complex subjects” to “affordability, ease of use, reach and value”.
- 26. User Experiences Content is cataloged with taxonomy and recommended based on previous behavior.
- 27. Content sufficiency • Are you prepared with different content and offers? Content taxonomy & ontology • Accurate cataloging • Documented relationships Research • Research and insights take time • Don’t get caught up in the how if you don’t know what Operationalizing Personalization What type of data is needed? • Accounts coverage, Implicit, Explicit, Both? • Do you have it, do you need to get it? Where does the data live? •Back office, customer service etc? •ERP, CDP, CRM, other data warehouse Tools •Can you activate on the data in real time using tech or tools?
- 28. Personalization Effectiveness Increasing Conversions Reducing Bounce Rate Improving ROI of a Specific Marketing Tactic Facilitating Product Discovery Increasing Average Order Value Improving Upsells Increasing Retention Driving Repeat Purchases
- 29. Key Takeaways Leave time for personalization Build personalization into your campaign or program plan and involve the right functions. Quality not Quantity It’s not about how many areas you’re personalizing, it’s about the quality and depth of relevance to the audience. Focus on a smaller, more actionable set of data Leave time for the four Cs Personalization at scale requires people and tools Don’t be afraid to invest in tools for a scaled personalization effort. Joy.ai, XIQ, Seismic, Demandbase, Pathfactory, Adobe Target all offer personalization capabilities Go beyond demographics and firmographics Lots of psychographic data points are available to leverage in personalization Design content for personalization Modular content is more flexible and easier to personalize
- 30. Thank You Kathy Macchi, VP Consulting Services Kathy.Macchi@inverta.com Ashley Shailer, VP of Marketing Ashley.Shailer@inverta.com