Scalable ABM for SMB
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The document outlines a case study on implementing an Account-Based Marketing (ABM) strategy for small and medium-sized businesses (SMBs), highlighting the benefits and challenges they face. It details a five-step framework for ABM that includes identifying and profiling accounts, creating compelling content, launching multi-channel campaigns, aligning sales and marketing, and measuring results. Key insights include that 60% of SMBs are not leveraging ABM despite its potential for high ROI and increased revenue generation.
Scalable ABM for SMB
- 1. Scalable ABM for SMB A Marketo Case Study Anastasia Pavlova Sr. Director of Marketing, Marketo
- 2. #FlipMyFunnel #ABM Agenda @digijinni • Does an ABM Strategy Work for SMBs? • Framework: 5 Steps to ABM • Marketo Case Study: How to Target & Engage SMB Accounts to Drive Higher Revenue & ROI
- 3. #FlipMyFunnel #ABM Does an ABM Strategy Work for SMBs? @digijinni
- 4. #FlipMyFunnel #ABM 60% of SMBs Are Not Using an ABM Strategy @digijinni
- 5. #FlipMyFunnel #ABM Top ABM Challenges for SMBs @digijinni Source: Marketo’s The State of ABM survey, North America, September 2016 1. Understanding the Basics & Benefits of ABM 2. Content Development and Content Strategies 3. Launching Integrated Multi-channel Campaigns
- 6. #FlipMyFunnel #ABM Account-Based Marketing (ABM) @digijinni Marketing efforts focused exclusively on those accounts that matter most.
- 7. #FlipMyFunnel #ABM Key Benefits of ABM: The ROI is Very High @digijinni - Altera Group “ABM had a somewhat higher or much higher ROI” 97% 70% “ABM was one of the most important revenue generating strategies” - Account-Based Marketing Consortium and Demand Metric.
- 9. #FlipMyFunnel #ABM Framework: 5 Steps to Account-Based Marketing @digijinni
- 10. #FlipMyFunnel #ABM 5 Steps to Account-Based Marketing @digijinni
- 11. #FlipMyFunnel #ABM Marketo Case Study: How to Target & Engage SMB Accounts to Drive Higher Revenue & ROI @digijinni
- 12. #FlipMyFunnel #ABM Goals and Strategy @digijinni Goal: • For SMB, drive higher value deals Strategy: • Leverage ABM to market and sell to higher value accounts – use vertical messaging and content
- 13. #FlipMyFunnel #ABM 1. Identify and Profile Accounts @digijinni
- 14. #FlipMyFunnel #ABM Typical Account Identification Considerations @digijinni
- 15. #FlipMyFunnel #ABM Account Profiling And Mapping @digijinni Build a plan to focus on the right part of the organization: Gather research: • Financial health • Business initiatives • Personnel developments • Technologies • Org structure • SWOT analysis • Industry analysis Acme Industries In-depth Company Report August 2015
- 17. #FlipMyFunnel #ABM Use Predictive Account Scoring @digijinni Historical Data - Win rate - Deal Size - Etc. Firmographic Data - Annual Revenue - Employee Size - Etc. 4K+ Signals - Social Media Activity - Funding - Etc.
- 18. #FlipMyFunnel #ABM Account Selection & Enrichment Process @digijinni Top 100 Tier 1 Tier 2 Selection criteria • Strategic accounts selected by Sales • Existing accounts in CRM with Account Score = 100 • “Look alike” accounts with Account Score = 100 that we purchased Enrichment • Convert all leads to contacts • Purchase new names • Opt-in contacts Use predictive account scoring AND rep knowledge to select accounts • Implement tiers • Maintain consistency for at least 6 months!
- 19. #FlipMyFunnel #ABM 2. Create Compelling Content @digijinni
- 20. #FlipMyFunnel #ABM@digijinni Great Content = Relevant Content + Right Time + Personal
- 21. #FlipMyFunnel #ABM It’s Not Just Ebooks @digijinni • Industry reports • Webinars • SlideShare Presentations • Videos • Blog posts • Podcasts • Infographics • Activity Books/Worksheets • Case Studies
- 22. #FlipMyFunnel #ABM Know Your Buyer @digijinni Exec. Sponsor Decision Maker Influencer
- 23. #FlipMyFunnel #ABM Map Content To Buying Stages @digijinni End User
- 24. #FlipMyFunnel #ABM How to Scale With Content: 4Rs @digijinni
- 25. #FlipMyFunnel #ABM 3. Launch Cross-Channel Campaigns @digijinni
- 26. #FlipMyFunnel #ABM Think Multi-Channel @digijinni • Test new channels • Use the channels that work for the objective • Coordinate your message across channels • Leverage Marketing Automation
- 27. #FlipMyFunnel #ABM Take a Tiered Programs Approach @digijinni Top 100 Tier 1 Tier 2
- 28. #FlipMyFunnel #ABM Personalized Campaign Examples @digijinni
- 33. #FlipMyFunnel #ABM Financial Services Webinar Series @digijinni 11 attendees, 3 opps 9 attendees, 3 opps 21 attendees, 2 opps
- 34. #FlipMyFunnel #ABM 4. Align Sales & Marketing @digijinni
- 36. #FlipMyFunnel #ABM • Joint Account Selection & Planning • Transparency & Frequent Communication • Goals & Incentives Alignment • Prioritization & Efficiencies • Sales Enablement and Training • Data Quality Investments @digijinni How
- 37. #FlipMyFunnel #ABM@digijinni Sales Enablement: Create a Playbook • Segmentation by vertical + prioritization • Use predictive scoring • Messaging + proof points for personas • Calling scripts & lists • Sales nurture emails • Special SFDC views
- 38. #FlipMyFunnel #ABM 5. Measure & Analyze @digijinni
- 39. #FlipMyFunnel #ABM Know What to Measure When @digijinni Goal = Create pipeline and revenue within target accounts
- 40. #FlipMyFunnel #ABM@digijinni ABM Dashboards & Reports Provide Visibility
- 43. #FlipMyFunnel #ABM Key Takeaways @digijinni • Determine if ABM works for you • Collaborate tightly with your Sales team • Use rep knowledge & predictive scoring for account selection • Create personalized, targeted messaging and content • Coordinate your multi-channel strategy • Measure and improve @digijinni