Account Based Marketing Web Campaigns
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This document discusses account-based marketing (ABM) tactics that can be implemented on websites to enhance lead generation. It recommends dynamically customizing call-to-action buttons by account type for unknown visitors and by funnel stage and company graphics for known contacts. It also suggests using dynamic messaging and calls-to-action to increase engagement and contacts. Sales should be alerted to visitor metrics grouped by account and content hubs can track account interest over time. Implementing these ABM tactics on websites can enhance lead generation for accounts in just days without requiring IT resources.
Account Based Marketing Web Campaigns
- 1. © Triblio Inc. All Rights Reserved. Not for Distribution Account Attributes for a Personalized Journey ABM Web Campaigns
- 2. About me
- 3. ABM in Music Meja-1998 Gucci Mane
- 4. Industry Funnel Stage ABM is Account Attributes Employees Lifecycle Account
- 5. • Use account-centric approach to boost lead gen • Use lead gen tactics to scale account based marketing
- 7. Web is a Buyer’s #1 Influencer Source --Forrester What are you doing on the web? #1: web
- 8. Most Influential Vehicles Across Journey --Forrester What are you doing on the web? Web Web Web
- 9. • Use account-centric approach to boost lead gen • Use lead gen tactics to scale account based marketing
- 10. ABM Tactics in Lead Gen 1. Forms fields 2. Top Lead score criteria How many use account attributes in:
- 11. ABM Tactic #1: Dynamically customize Call to Action (CTA) by firmagraphics to boost leads
- 12. Digium • Sell open source phones to SMBs • Objective: More quality leads • Use dynamic web campaigns • Website and SEM LPs Leads for Target Account Segments
- 13. Unknown visitors receive a dynamically customized CTA Not Targeted Professional Services Education 1.24% Conversion Rate 1.64% CR (+ 32%) 2.55% CR (+ 105%) Account Based Web Campaigns Boosts Total Web Leads >30%
- 14. Out-Target In-Target < 15% of known and unknown visitors are in-target All Web Visitors Source: DemandBase What account(s) are visiting your web? Are you targeting the 15% that matters? Key Takeaway: Focus on Target Account Segments
- 15. ABM Tactic #2: Dynamically customized CTAs by funnel stage spurs sales conversations
- 16. Typical Website CTAs: Spray & Pray
- 17. Cision • ~ $700M PR software provider • Objective: demos and consults • CTA based on funnel stage ~ 10X lift in demos and consults from gated content Spur Sales Conversations
- 18. Customized CTA by Funnel Stage Anonymous visitor: 27 customized CTAs by content interest
- 19. Customized CTA by Funnel Stage Known contact: customize CTA by firmagraphics
- 20. • Use account-centric approach to boost lead gen • Use lead gen tactics to scale account based marketing Rapper
- 21. Introducing Savi Technology Pioneering sensor analytics solutions provider Started in 1989 – Developed innovative RFID tags for US DoD High-value asset tracking and supply chain solutions at epicenter of IoT, Big Data, and Analytics markets
- 22. Two core segments with complex needs and long sales cycles Reliability CommercialGovernment Data-driven ROI Can I execute my mission with consistency and precision? Can I execute an adaptable plan efficiently?
- 23. Savi ABM Activities and Environment Tech stack: Value proposition and positioning Account selection Messaging and content Lead gen and nurturing Sales support and feedback 4. 3. 5. 2. 1.
- 24. This Icon Means: New Lead Gen Tactic to Scale ABM
- 25. Current ABM Campaign: Estimated Time of Arrival as a Service (ETAaaS)
- 26. 1. ETAaaS Positioning Customer pain points… 14% increase in freight costs since 2013 Freight costs are rising 22% increase in inventory levels since 2013 Inventories continue to grow On-time deliveries have decreased 5% decrease in on time arrivals over past 2 years Billions in lost sales because product not delivered on time $238 B out-of-stocks cost for retailers in 2015 Lack of real-time visibility into shipment location, condition and ETA limits planning and execution Complex, global, multimodal logistics with many suppliers and carriers Disparate tracking systems
- 27. 1. ETAaaS Positioning …led to ETAaaS solution Sends real-time alerts to notify distribution centers, production sites, and customers Identifies disruptions as they happen Increases planning effectiveness and productivity Predicts situations in real-time and enables proactive responses Tracks real time shipment location and adjusts ETA by considering historical patterns of disruption continually improving ETA accuracy over time
- 28. 2. Account Selection Method Pain points create an ideal account profile Organization Shipment characteristics Logistics operations • Multinational • Manufactures raw materials or 50% of products • Time and risk sensitive • High value shipments • Multimodal - land-sea-land • Volume - 750,000+ shipments annually
- 29. 2. Account Selection: $100K+ deals P&G, L’Oreal Ericsson, Ingram Micro Carlsburg, MolsonCoors Carrefour, Kroger GE, Smith & Nephew Prada, Hermes BASF, DuPont Philip Morris, Swedish Match Account profile generates target accounts
- 30. 3. Messaging and Content for ETAaaS Web Sales PresentationsInfographics eBooks Datasheets, Case Studies Analyst reports, Whitepapers
- 31. 3. Dynamic Web Messaging = 250% Increase in Engagement General prospect Government
- 32. 3. Dynamic Web Messaging = 250% Increase in Engagement General prospect ETAaaS
- 33. 4. Outbound Lead Campaigns List Campaigns Pipeline Discovery Specialist and Sales Follow-up
- 34. 4. Web Lead Campaigns Dynamic CTAs: 50% more leads, 3x in target
- 35. 5. Support Sales: Campaign Reports Filter by rep, prospect, activity
- 36. • Opens, clicks on email • Downloads any content • Visits buying intent webpage • Unsubscribes 5. Support Sales: Account Intelligence- Known Contacts Real-time alerts, daily reports on prospect activity
- 37. 5. Support Sales: Unknown Contacts • Total traffic / account • # Unique visitors / account • Pages visited / visitor • Timing of accounts page views
- 38. 5. Account-based Content Hubs Curated by marketing and customized by sales • Customers receive special treatment • Visit behavior tracks account interests
- 39. Demo Discovery Executive Briefing Follow Up Pre-Discovery Work Group Sessions ETAaaS: Campaign Results “These results are awesome!” — Scott Shaul — SVP of sales ETAaaS Sales meetings generated: 57 Phone outreach with ETAaaS best buyer leads: 302 Engagement: 250% in page views ETAaaS opportunities identified: 8
- 40. Summary- Implement ABM Web Campaigns in Days, No IT ABM tactics to enhance lead gen • For unknown contacts, use dynamic CTAs by account type • Dynamically target CTAs by funnel stage and firmagraphics Lead gen tactics to enhance ABM • Dynamic messaging and CTAs increase engagement and contacts • Alert sales to (un)known visitor metrics grouped by account • Content hubs track account interest
- 41. Thank you FMF offer: View web campaigns in your environment Stop by Triblio booth allboutmoney@triblio.com allboutmoney@savi.com Rapper
- 42. backup
- 43. Prospect Buyer Journey: Account vs. Leads Unknown MQL Leads based Account based Mary Joe Inquiry Pat Sales Opp Campaigns based on individual interest and campaign response Nurture based on sum total of interests in account and sales prioritization
- 44. Thought Starter: Account vs. Leads Onboard Retain Leads based Account based Mary Joe Expand Pat Nurture based on individual interest and campaign response OR no marketing focus Advance customer lifecyle on account based needs
Editor's Notes
- #22: Where’s my s---? Has anyone or anything f----- with it? Savi built its reputation providing sensor technology to government organizations to increase visibility, improve mission execution and minimize risk across its logistics operations
- #27: At the root we noticed that many of the larger prospects we spoke with had a similar set of challenges around shipment visibility and especially visibility into shipment arrival times. Complex multimodal logistics Many suppliers and carriers Disparate tracking systems Very real downstream costs that result. ETA inacuracy affects top and bottom lines. Can’t respond to disruptions
- #28: Emphasize that this is a solution built from general purpose visibility and analytics applications, specifically to address ETAaaS pain points.
- #29: Organizations that typically experience these pain points have the following characteristics
- #30: Ended up with the following list. Important to note this is not a vertical approach. Just so happened that in finding orgs that matched this profile there was a concentration in a few verticals especially CPG, Mfg and Food