From Prospect to Customer: Maximize Lifetime Value with Account Based Marketing. Radius B2B Champions Club

Transcription

1 From Prospect to Customer: Maximize Lifetime Value with Account Based Marketing Radius B2B Champions Club

2 What You ll Learn 1. X 2. Y 3. Z Heidi Bullock CMO Engagio

3 Today Missed targets Not enough of the right types of leads Poor quality 80% never convert to Sales Sales alignment Issues with churn and retention 3

4 Top challenges B2B marketers face Lead quality, marketing and sales alignment, long sales cycles 4

5 Examine your current acquisition strategy- How well is it working? Broad-based Mostly inbound Lead-centric Goal is volume 5

6 Are you too focused on acquisition? This needs attention as well! 6

7 Important to think about CLV

8 It s not about bringing in more It s about bringing in the right accounts that are the most profitable for your business X X X X But how? 8

9 ABM for the right type of customer Example: Segment Customer Churn Rate Revenue Churn Rate < % 43.54% What is our ideal customer profile? How can we acquire more of that? Small 23.3% 23.54% Medium 11% 11.4% Enterprise 5% 5.7% ICP 9

10 ABM is very useful here Higher Value Accounts Longer Sales Cycles Land and Expand Strategy Selling to a Buying Center

11 Also! ABM driving ongoing value 11

12 Strategy 1: Understand Where you are Now

13 Do you know what type of customer or segment is ideal for your business? Example: Segment Customer Churn Rate Revenue Churn Rate < % 43.54% Small 23.3% 23.54% Medium 11% 11.4% Enterprise 5% 5.7% Look at your key segments. Do you know which is the most profitable for the business? Is your current strategy optimized for that? 13

14 Define your ICP 1 Identify your ICP Ideal Customer Profile Key vertical (ex: healthcare, entertainment, construction) Historical data (where have you had success?) Firmographics (size of company, revenue, geography) Other signals intent data, hiring patterns, etc. 2 Figure out the TAM Total Addressable Market How many accounts in my database fit that profile? How many in GEOs we support (location)? What is the white space? Current Total Available Market (TAM) Current Target Market Current Customers 3 Prioritize Accounts Can use predictive scoring (account scoring) + intent data Sales input Historical data (closed won analysis) Copyright 2016, Engagio Inc. 14

15 Create your plan Small-Business Segment Need X% POR GOAL $$$ Revenue Goals Pipeline Required (sources can vary marketing, sales, partner) How can we bring in the BEST quality pipeline most efficiently? Mid-Market Segment Need Y% POR GOAL ENT Segment Need Z% POR GOAL This breakdown should be the optimal mix to most effectively hit revenue targets What is our optimal strategy to get there (mix of DG /ABM- programs, tactics) Example: inbound marketing model Example: Programmatic ABM Example: ABM Copyright 2016, Engagio Inc. 15

16 Set goals - Be clear what you are moving towards Have a hypothesis We think this set of accounts in the health care vertical makes sense for us to pursue. Higher ASP Faster sales cycle More cross-sell, up-sell potential Copyright 2016, Engagio Inc. 16

17 Example scorecard Time frame = Year One Engagement Sales Appt Pipeline Opportunity Size Win Rate >80% >30% 40% 45% 50% of target accounts. tier 1 prospects of enterprise initial Pipeline from Targets increase in Opp Size higher for target accounts Should HELP get to your revenue goals more efficiently Copyright 2016, Engagio Inc.

18 Account Tiering Style 1 Strategic Large accounts ( tens ) Rich account plans; Every touch personalized $100K $1B+ Style 2 Scale Style 3 Programmatic Named -50-1,000 accounts ( hundreds ) Light research + data build out Personalized touches to key personas $50k $100k Industry - 1,000+ accounts ( thousands ) Automated touches OK Industry and persona customization $25k $50k Copyright 2016, Engagio Inc.

19 Program entitlements Type of Program Program Accounts Tier 1 Tier 2 Tier 3 Direct Mail High value Post card lower value Post-card lower value Field Events Lunch and learn + dinners + onsites Lunch and learn Lunch and learn Tradeshows Special dinner Playmaker sends Yes Yes Yes Database sends In some cases OK Yes Yes Targeted Ads Yes + tailored content + logo Yes + industry Yes industry Content Syndication Yes verticals and key companies Yes verticals Yes -verticals Sales outreach Yes (calling campaigns, drive attendance) Yes (calling campaigns, drive attendance) No Appt Setting Yes Yes No Contact Discovery Yes Yes No Customer content Custom streams Yes (tier 1 and 2) Copyright 2016, Engagio Inc.

20 Be honest What can Sales realistically support? What can Marketing support? Resources Budget Copyright 2016, Engagio Inc. 20

21 Strategy 2: Team Structure

22 Leverage your current team Corporate Marketing Product Marketing Revenue Marketing Field Marketing / Partner Events Marketing Operations PR Website Design Customer Loyalty Social Media Product Marketing Analyst Relations Marketing Programs Marketing Automation Customer x-sell, up-sell Regional field marketing and sales support Partner Marketing Tradeshows User Conferences Road shows Planning Metrics Review Program Reporting Digital Marketing (SEO, SEM, PPC, paid social, website conversions) Systems Performance Content Marketing

23 Some key questions Identify WHO in the org helps determine optimal business segments and ICP? Looking at historical data Firmographics, technographics Evaluate ICP and how it changes over time Identify WHO in the org reviews account data regularly? Lead to account matching (L2A) Account build out for key titles (data purchase, enriching data, accuracy) Mapping parent child relationships in CRM Label accounts (tagging in CRM) Ongoing data process for dupes, etc. Identify WHO in the org drives orchestrated play strategy and execution? Drive opt-ins Early awareness through mid late stage Actions for key personas Messaging and content Identify WHO ensures key information is communicated to Sales and other stakeholders? Rolls out accounts to Sales Interfaces with Sales regularly on programs Works with Sales on account plans (if applicable) Updates Sales on program impact where there are opportunities 23

24 Where your current team gets involved example Ideal Customer Profile Identified Build your foundation first Understand account behavior Now decide on tactics Run personal plays Measure results Product Marketing Marketing Operations Revenue Marketing with Sales Revenue Marketing with Sales Revenue Marketing with Sales including x-sell, up-sell Revenue Marketing Field Marketing / Partner Field Marketing / Partner 24

25 Evolving the team over time example Dedicated people or ABM demand center Goal Larger roll outs (global) Results Dedicated % of team for ongoing time Goal Scaling success for key segments Pilot % of team for discreet time Goal Showcase early wins, prove hypothesis Time 25

26 Example of a Core Team for ABM Role Sample Responsibilities ABE Leads (head of marketing) Spearheads the initiative Develops playbooks and tech infrastructure for successful initiative Tracks the metrics and communicates the program s successes Product Marketing + someone with data skills Marketing Manager Helps figure out ICP then rank accounts who is the best fit for your company Runs the program mix highly personalized for tier one customized for tier three Crafts account-specific s and messages Nurtures relationships over time Supports Sales Marketing Ops/Sales Ops Tags accounts in CRM helps do data appending (for contact build out) Strategic Account Manager (AE) Executive Sponsors Drives the plan forward with the team and at the account Helps shape the ABE strategy and each account plan (only for Tier one) Deal / customer support to drive engagement 26

27 Get Sales Buy- in: Why should I do this? Why? How? Better results ex: higher ASPs Expand Deal Size Sales Cycle is Shortened Eliminate unqualified buyers right away. Your focus will be on accounts most likely to buy. Can be a rinse and repeat EASIER to work with marketing! Shared incentives/ compensation Run a pilot Identify your sales champion

28 Strategy 3: Programs

29 If you remember one thing today Random acts of kindness = good Random acts of marketing = bad 29

30 Anatomy of a program Goal: Awareness Is the company aware of your products / services? Goal: Engagement Are the right people engaged and interested? Goal: Action Do they have what is required to make a decision? Ask: What set of tactics make sense for these objectives? Note It s never just ONE activity. 30

31 Where do you have coverage? Do you have sufficient data, opt-in contacts, and account plans for each target account?

32 Where do you need to drive awareness? Which target accounts have any awareness of us? Are they visiting the website?

33 Content for different tiers Messaging for key buyer(s) Content for different stages can be simple! 33

34 Content examples Targeted Ads Personalized ebook Personalized Video 34

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36 Example plays

37 Program Example Goal Penetrate New Accounts Targeted ads entire account T: Head of Sales F: ADR Checklist Package received? Direct Mail Key personas T: Head of Marketing F: ADR Phone T: Head of Sales F: ADR

38 Test! Core Prospecting Play 22% 205 Pkgs 193 Engd 113 Resp Mtgs Opps Deal (so far) 34.2x pipeline to spend Meeting Rates Books only: 25% Kindle only: 21% Ads and Kindle: 21% Ads and Books: 13% Not significant Web Traffic Visitors Ads +43% +47% No Ads +22% +8% Directionally meaningful but not significant

39 Program Example Goal Drive further engagement in accounts Sirius Decisions 2017 Before Event Personalized Plays: AE Meeting Request + Executive Meeting Request Play + LinkedIn Step Broad Touches: Evening Event Invites VIP Experience Contest During Customer Success Presentations Booth Demos Executive Meetings in VIP Lounge Leverage Analyst Announcements Evening Events Reception and Dinner Tuesday, 3:45pm The Keys to Developing a World Class Account Based Marketing Program ABM Program of the Year Kristen Wendel Marketing Operations Director VersionOne Join us in Session Room Titan 2205 Erin Cresta VP Digital Global Strategy and Operations HortonWorks Heidi Bullock CMO Engagio Tuesday, 4:45pm How to Lead Your Organization to Success with Account Based Marketing After Timely Follow Up! Ongoing Nurture Jon Miller CEO and Co-Founder Engagio Maria Pergolino SVP of Marketing Apttus 39

40 Program Example Goal Drive a Decision Deal Nurture Challenge Initial interest, but a deal slows or does not progress to the next stage Process Run targeted play to key stakeholders to shorten deal cycle. 40

41 Deal Nurture: Results Cadence: Monthly Stage: Using play for stage zero opportunities (right person, budget, not right timing) Goal: Expediting the deal cycle, reinvigorate stalled deals Results: Immediate responses from set of deal zeros! 41

42 Make it Personalized to Drive Results 42

43 Program Example Goal Retention 43

44 Program Example Goal Upsell/Cross-sell 44

45 Strategy 4: Measurement and Optimization

46 #1- Know what is effective at different stages

47 #2- Optimize with ongoing testing 47

48 #3- Measure from day one (have baselines) 48

49 #4 ABM metrics are different Focus on quality not quantity Track accounts not leads (MQAs not MQLs) Time spent (engagement minutes) Track impact and influence more than try to apportion credit (team effort) 49

50 Coverage: Do you have sufficient data, contacts, and account plans for each target account? Awareness: Are the target accounts aware of your company? Engagement: Are the right people at the account spending time with your company? Is that engagement going up over time? Reach: Are marketing programs reaching target accounts? Impact: Are ABM activities improving key sales outcomes?

51 Engagement

52 Example How to report early stage progress

53 Example How to report later stage progress Total Accounts Engaged Accounts MQAs People Open Pipeline FY18 Goal Current FY18 Goal Current FY18 Goal Current Newly Added FY18 Goal Newly Engaged FY18 Goal FY18 Goal Current Target Accounts w/opps w/o opps

54 Summary Take-Aways 1. X 2. Y 3. Z 54

55 Back up 55

56 Are you a B2B marketer that needs some help in the following areas? We can help. Better quality pipeline Marketing/Sa Improved retention Better Upsell/ Cross-sell les Alignment