Using Intent Data to Operationalize an ABM Program
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The document discusses operationalizing an Account-Based Marketing (ABM) program using intent data to address common challenges faced by marketers. It outlines how intent data can aid in account selection, gathering contact data, content personalization, and enhancing coordination among marketing and sales teams. Additionally, it provides case studies and examples of how effective use of intent data can identify high-value accounts and improve engagement with potential buyers.
![What topics do my accounts care about?
Social
SEO
Left shows the number of people engaging with each hashtag or keyword. Right: # of times each hashtag has been used]
Hot Topics:
• ABM
• DemandGen
• Marketo
• ContentMarketing](https://image.slidesharecdn.com/accountbasedmarketingusingsocialdatafinal-170417194549/85/Using-Intent-Data-to-Operationalize-an-ABM-Program-18-320.jpg)
Using Intent Data to Operationalize an ABM Program
- 1. Using intent data to operationalize an ABM program Jingcong Zhao | Content Marketing Manager Adam Hutchinson | Senior Marketing Manager
- 2. Agenda 1. Common ABM challenges 2. How intent data helps with these challenges 3. Example use cases for intent data within ABM programs 4. The ABM tech stack – what you need 5. Q&A
- 3. Challenges to operationalizing ABM • #1 issue preventing marketers from implementing ABM: “Not clear how to execute an ABM strategy” –Demand Gen Report • 54% of B2B marketers believe that “lack of data quality/completeness” was the most challenging obstacle –Ascend2 • 96% of marketers believe that B2B advertising reaches a significant number of people outside of the intended target –Demandbase • 87% of marketers consider data their organizations’ most underutilized asset – Teradata Social Content SEO
- 4. 5 challenges to operationalizing ABM Account selection – how do I know which accounts I should focus on? How do I tier them based on fit and intent? Getting contact data – who are the decision makers in my target accounts? What do they care about? Content - what matters to my target accounts and the contacts in these accounts? What content do they need? Coordination – how do I align my marketing, SDR and sales activities to deliver relevant experiences to my target accounts? Management / reporting – how do I manage my program (i.e. route leads from the same account to the same rep) and report on success? Social Content SEO
- 5. How intent data can help Social Content SEO Account selection – see which accounts are showing interest in your space. Getting contact data – figure out which individuals in target accounts to contact, and when to reach out. Content – see what your target accounts care about. Put accounts & contacts into different campaign tracks Coordination – enable marketing, sales, and SDRs teams to be on the same page regarding what target accounts are interested in.
- 6. Three types of intent data Internal intent data External intent data Website page visits Email clicks Content downloads/views Social media activities Reading articles from industry pubs, analyst reports, competitor site visits User review sites
- 7. There are a lot more “casual learners” than “in-market” buyers at any given time. Marketing to “casual learners” is important – they are more influenceable at this stage. Casual learning signals could be around attending an event, engaging with an influencer or using certain keywords in posts on social media. You can influence “casual learners” by proactively sending them relevant content. Don’t just focus on “in-market” buyers
- 8. Account selection: 3rd party intent data providers Social Content SEO Theme Category Topic Name Topic Id Business Budgeting, Planning & Strategy Aftersales Management 1502576 Business Budgeting, Planning & Strategy Business Activity Monitoring (BAM) 1500003 Business Budgeting, Planning & Strategy Business Analytics 1335578 Business Budgeting, Planning & Strategy Business Collaboration 1500687 Business Budgeting, Planning & Strategy Business Communications 1342426 Business Budgeting, Planning & Strategy Business Enablement 1500686
- 9. Social Content SEO Account selection: 3rd party intent data providers
- 10. What you can and can’t do with this data Social Content SEO Identify the accounts showing surging interest surrounding a particular keyword or topic Build target account lists for advertising campaigns Build email segments based on topics Save on media buying costs Increase email engagement rates Increase sales’ reps focus on high-value accounts Identify the individuals in your target accounts to reach out to Identify what to say to engage these individuals Identify when to reach out to these individuals React to buying interest in real-time automatically Lead prioritization Content personalization Real-time emails
- 11. New Leads Existing accounts and leads • Engage new prospects on social networks through 1:1 nurture sequences. • Monitor activities from high value targets on the broader web, see which accounts are showing interest in your space. Discover Engage Close • Automatically discover new prospects based on real-time interest indicators vs. static firmographics data. • Export warm leads to marketing automation or CRM for further follow-up. • Give reps the right talk tracks for leads in your target accounts • Put target accounts/contacts into different campaign tracks. • Identify key individuals in your target accounts to reach out and what to say Reach your prospects when they are showing interest in your space.
- 12. Contact level intent data from the social web Social Content SEO How Socedo works: • Connect to marketing automation • Match existing contacts to social media profiles • Monitor list of relevant keywords/topics • Add fresh activities on tracked keywords in real -time into marketing automation platform • Use data to understand your buyers and trigger workflows within marketing automation system
- 13. Social media activities happen more frequently than website visits & email clicks Social Content SEO
- 14. Getting Started 1. Identify what your accounts are talking about 2. Group specific leads into topical tracks or craft a specific campaign for a valuable account 3. React to new data: take action when a cold account shows new interest 4. Align accounts and their interests across the marketing and sales organization
- 16. Identify the right individuals to contact
- 17. Content discovery: see who is influential to my target accounts Social SEO Notable Influencers Predictive Analytics: • @LeadSpace • @6Sense • @EverString Topics people care about: • Lead and account prioritization • Predictive analytics • ABM
- 18. What topics do my accounts care about? Social SEO Left shows the number of people engaging with each hashtag or keyword. Right: # of times each hashtag has been used] Hot Topics: • ABM • DemandGen • Marketo • ContentMarketing
- 19. Segmentation for email or ad campaigns Social Content SEO Group accounts into different topical campaign tracks
- 20. Segmentation Social Content SEO Group accounts into campaign tracks by topic and buying stage
- 21. Segmentation Social Content SEO Example from Lenovo
- 22. See what topics / issues an account cares about Social Content SEO
- 23. Social Content SEO See who is interested in what topic within an account
- 24. Coordinating touch points across departments Social Content SEO Social media intent data helps: Marketing, sales, and SDRs teams be on the same page regarding what target accounts are interested in and where they are in the buying cycle. Figure out which individuals should be nurtured via social channels versus email.
- 25. Socedo’s own example 3. Anna received multiple emails from us, only opened one email on Aug. 16 but never clicked on any links…. But she kept tweeting about Marketo and Social Media Marketing How we identified and connected with Anna (Marketing Manager at a tech company) 1. Anna got into database from a third party list back in June, 16 2. She tweeted about going to Marketo Marketing Nation Summit in spring of 16.
- 26. 5. Anna received our real- time email triggered by her Marketing Nation Summit tweet. 4. On morning of Dec. 16, Anna Tweeted about next year’s Marketing Nation Summit and her lead score reached the SDR threshold. Socedo’s own example
- 27. 6. Our SDR Terah reached out the same day with another email that mentioned we found her from her Marketo tweet. 7. Anna responded right away and asked to join a demo call for the following week. Anna never visited our website & only clicked on one email. Terah’s original email: Hi Anna, I saw that your tweet this morning about the Marketo Marketing Summit coming up. I found your tweet by using Socedo’s social demand generation platform to find marketers engaging with the @Marketo handle. Why the Marketo handle? Socedo is a B2B marketing software solution that uses behavioral data triggers from social media to create, identify and target the best prospects at the right time. Our integration directly into Marketo has allowed us to make the transfer of data to customers seamless….. Here’s some other content about how to use Marketo + Social Media to boost revenue in FY17: 7 Example Marketo Campaigns Using Social Data blog post Introducing Social Lead Acceleration from Socedo blog post How We Use Social to Drive Conference Leads Do you want to put 15 minutes on the calendar next week to see a demo of Socedo’s platform and if it’s worth a free trial? Best, Terah Ram Socedo’s own example
- 28. Microsoft Has a large social media command center. Used Socedo to match Office365 leads in North America (in the 100-500 employee segment). Discovered: -58% of leads who have engaged with Microsoft on social potentially have the wrong attribution. -Lots of leads were interested in having a conversation with Microsoft on social, Each socially engaged lead averaged 3.6 social activities. - Socially engaged leads as a group averages 11% higher lead score compared to non-socially engaged leads Outcome: found opportunity to turn community managers into social sellers to increase revenue.
- 29. Select accounts ABM Process and Tech Stack Get contact data Contact-to-account mapping Get intent data on individuals & accounts Develop & execute programs Ads, email campaigns web personalization Live events Manage & Tracking Account Selection Vendors 6Sense BrightTarget Datanyze EverString Infer Lattice Engines LeadSpace Inside Sales.com MarianaIQ Mintigo MRP Radius Contact-to-account mapping LeadSpace RingLead Openprise Contact Data Vendors 6Sense Datanyze Infer Lattice Engines LeadSpace Inside Sales.com MarianaIQ Mintigo MRP Radius Intent Data Providers Socedo Bombora 6Sense TechTarget IDG Advertising Demandbase Terminus LinkedIn Website personalization Marketo Demandbase Lead routing LeanData RIngLead
- 30. Resources Learn more at blog.socedo.com Jingcong@socedo.com Adam@socedo.com