From Scale to Precision Making ABM a cornerstone of your marketing strategy.

Transcription

1 From Scale to Precision Making ABM a cornerstone of your marketing strategy

2 Agenda 1 Background to ABM 2 How AdRoll stumbled across ABM 3 Ingredients of successful ABM

3 Background to ABM

4 Traditionally Marketing Tech has been designed with ecommerce in mind fueled by website data Discovery Consideration Conversion Website Data

5 However the B2B customer journey is far more complex and generates additional CRM data Discovery Consideration Conversion Website & CRM Data

6 The Result? Mis-Alignment Between Sales & Marketing

7 Enter ABM the answer to misalignment?

8 AdRoll s journey to ABM

9 AdRoll s internal marketers are B2B marketers We have 35k active advertisers across the Globe

10 We needed to drive Sales & Marketing Alignment Welcome to the Acquisition Engine team Jessica Cross Marketing Ben Earle Head of Sales Brian O Reilly Director SDR Craig Weisman Revenue Ops Etan Schwartz BI Manager

11 We started by understanding our customer s Path to Conversion

12 And we assigned them to an Acquisition Category in order to understand ROI InBound conversion rate is more than double Outbound

13 And we assigned them to an Acquisition Category in order to understand ROI When Marketing Supports Outbound conversion rate doubles

14 And we assigned them to an Acquisition Category in order to understand ROI

15 How does marketing support outbound?

16 AdRoll s early version of ABM Project Goal Line: aligning sales and marketing stages

17 AdRoll s early version of ABM Project Goal Line: digital support

18 AdRoll s early version of ABM Project Goal Line: Direct Mail triggered by sales actions

19 AdRoll s early version of ABM Project Goal Line: Digital Ads example SDR s Ad Targeting Landing Page Hi {{first_name}},... I d love to hop on a call soon to discuss these strategies and see if AdRoll s platform would be a good fit your digital marketing strategy at {{custom1}}. Want to see our product in action? Click Here! Are you available for a quick chat next Tuesday at 10 am or 2 pm? Best, Will Martson

20 AdRoll s early version of ABM Project Goal Line: Direct Mail Examples Door Opener Post Meeting Over the Line

21 The Ingredients of Successful ABM

22 AdRoll s own product started with an inbound heritage but now has pushed into ABM INBOUND INTENT-BASED AUDIENCES Defined programmatically ATTRACT PROSPECTING OUTBOUND ABM NAMED ACCTS LIST Qualified internally TARGET CONVERT GROW RETARGETING PERSONALIZE MEASURE WEBSITE DATA CRM DATA

23 A three pronged approach Target Connect with key prospects & discover new quality leads Personalise Nurture leads faster with precisely tailored messages Measure Show pipeline impact and alignment in your source of truth

24 Targeting accounts that matter Going after the leads my sales team actually wanted Target Connect with key prospects & discover new quality leads YOUR DATA Name: Company: Security Stage: Title: Geo: Joe Urbano Lemon Aid Cyber Discovery VP of Marketing N AMER - WEST Personalise Nurture leads faster with precisely tailored ads Measure Show pipeline impact and alignment in your source of truth INTENT DATA History: Multiple product pages Events: Whitepaper download No demo signup Behavior: Marketing Services Technology sites > > >

25 Personalised Ads High performing, auto-customized ads to accelerate lead pipeline movement Target Connect with key prospects & discover new quality leads uses to grow their customer base. Personalise Nurture leads faster with precisely tailored ads Measure Show pipeline impact and alignment in your source of truth CRM Name: Company: Security Stage: Title: Geo: IntentMap Joe Urbano Lemon Aid Cyber Discovery VP of Marketing N AMER - WEST History: Multiple product pages Events: Whitepaper downloaded No demo signup Should Lemon Aid Cyber Security? SIGN UP FOR A CUSTOM DEMO Over 25,000 VPs of Marketing see results with Learns what we re all about: SIGN UP FOR A CUSTOM DEMO

26 See, show, and optimise against your efforts Understanding when our leads are engaging and when they are converting Target Reach key prospects Personalise Nurture leads faster with precisely tailored ads Measure Show pipeline impact and alignment in your source of truth

27 PagerDuty Case Study Use the AdRoll Marketo Connector in AdRoll ABM Pulled in our Target Account lists, and fields Created our user segments + and our personalised fields for our campaigns CRM Name: Laura Garcia Company: SynergyTech Stage: Discovery laura@syner gytech.com Title: VP of Marketing Geo: NAMER - WEST Accelerated pipeline revenue by targeting and personalising ads for our qualified leads Delivered a warm lead to Sales

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