Optimizing Your Martech Stack For An Account-Based Everything Approach
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Masha Finkelstein from Betterworks emphasizes the importance of optimizing martech stacks for effective account-based marketing (ABM). The document discusses key aspects of ABM, including account selection, audience engagement, pipeline acceleration, and measurement, and offers frameworks and strategies for overcoming common challenges. Additionally, it suggests tech stack recommendations based on budget levels to implement effective ABM practices.
Optimizing Your Martech Stack For An Account-Based Everything Approach
- 1. #B2BMX Masha Finkelstein Head of Growth, BetterWorks Optimizing Your Martech Stack For An Account-Based Everything Approach Masha Finkelstein Head of Growth, BetterWorks @Masha3003
- 2. #B2BMX Masha Finkelstein: Who Am I? 13 years of marketing experience 41% of my career has been focused on account based marketing 2 companies had a successful exit out of the last three I’ve worked at (BetterWorks is current) 72% of bookings at my current company are marketing- sourced
- 3. #B2BMX What is BetterWorks? BetterWorks helps forward thinking organizations transform performance management from a broken, biased, universally loathed process to one that empowers, engages and develops their workforce. Continuous Performance Management Platform 250+ customers Doing ABM since early 2015 130K+ conversations completed in the platform
- 4. #B2BMX Scott Brinker’s MarTech Landscape 2017 How do you cut through the noise and choose what’s right for your organization?
- 5. #B2BMX Start With The Business Need Source: Terminus FlipMyFunnel
- 6. #B2BMX …when it comes to your ABM technology stack. Size Does Not Matter… Account Selection and Data Audience Engagement Pipeline Acceleration Measurement and Reporting
- 8. #B2BMX ― “I don’t know what accounts to go after…” ― “Do I outbound to all of my target accounts at the same time? How do I prioritize which ones to focus on first?” ― “What about inbound leads - do I stop talking to them at all, if they aren’t on my list?” ― “Does marketing or sales select the named accounts?” Account Selection Challenges Account Selection and Data Audience Engagement Pipeline Acceleration Measurement and Reporting
- 9. #B2BMX ― Fit ― Intent ― Relationship ― Engagement Account Selection Framework Source: Deborah Holstein, CMO, BetterWorks Account Selection and Data Audience Engagement Pipeline Acceleration Measurement and Reporting
- 10. #B2BMX Scoring, predictive, contact data Account Selection Technologies Account Selection and Data Audience Engagement Pipeline Acceleration Measurement and Reporting
- 12. #B2BMX ― “How do I reach my target accounts effectively?” ― “What’s the right mix of channels for my organization to use?” ― “How much is too much personalization?” ― “How do we make sure our content is relevant?” ― “What channel should I start with?” Audience Engagement Challenges Account Selection and Data Audience Engagement Pipeline Acceleration Measurement and Reporting
- 13. #B2BMX ― Personalization ― Audience ― Readiness ― Timing Account Engagement Framework Account Selection and Data Audience Engagement Pipeline Acceleration Measurement and Reporting
- 14. #B2BMX Depends on your target, really Audience Engagement Technologies Account Selection and Data Audience Engagement Pipeline Acceleration Measurement and Reporting
- 16. #B2BMX ― “How can marketing improve the quality of leads that are flowing into the pipeline?” ― “Should marketing be touching active sales opportunities?” ― “What about mid-funnel? How do we accelerate opportunities to close?” ― “How do we make the prospects feel special while we are trying to close the deal?” Pipeline Acceleration Challenges Account Selection and Data Audience Engagement Pipeline Acceleration Measurement and Reporting
- 17. #B2BMX ― Relationships with target accounts ― Don’t Overdo it ― Make them feel Special ― Make life Easier for your prospects Pipeline Acceleration Framework Account Selection and Data Audience Engagement Pipeline Acceleration Measurement and Reporting
- 18. #B2BMX Pipeline Acceleration Account Selection and Data Audience Engagement Pipeline Acceleration Measurement and Reporting
- 20. #B2BMX ― “How much pipeline and revenue did marketing generate?” ― “How do we measure the influence of all the touches?” ― “What’s our perfect recipe of getting a lead to become a customer?” ― “Are our ABM efforts even effective?” ― “What are the top channels for our target personas?” Measuring & Reporting Challenges Account Selection and Data Audience Engagement Pipeline Acceleration Measurement and Reporting
- 21. #B2BMX Measurement and Data Hygiene Account Selection and Data Audience Engagement Pipeline Acceleration Measurement and Reporting
- 22. #B2BMX But Masha – I don’t have any $? How can I get started?
- 23. #B2BMX Free ABM Tech Stack Account Selection and Data Audience Engagement Pipeline Acceleration Measurement and Reporting Existing CRM data Google Analytics Quora Social Media Free trials/pilots Gmail Outlook Postcards Google Analytics Existing BI tools
- 24. #B2BMX Okay, I have some budget I can re-allocate to ABM...
- 25. #B2BMX Lean Budget Tech Stack Account Selection and Data Audience Engagement Pipeline Acceleration Measurement and Reporting LeanData DemandBase DemandBase Your Marketing Automation System Outreach Email Nurture Existing CRM LeanData DemandBase & Google Analytics
- 26. #B2BMX I have UNLIMITED budget!!! What should I get?
- 28. #B2BMX BetterWorks Tech Stack Sales Marketing
- 29. #B2BMX ▪ Select your accounts with FIRE framework ▪ Do your PART for audience engagement ▪ Make your prospects feel special with ROSE ▪ Measure everything! Four things to remember…
- 30. #B2BMX Thank You999 Main Street, Redwood City, CA 94063 | 844.438.2388 masha@betterworks.com | www.betterworks.com @masha3003 /in/mashafinkelstein © Copyright 2013-2018 BetterWorks. All rights reserved. Various trademarks held by their respective owners.