Account-Based Marketing: Lessons In Scalability & Impact from 2 Client Journeys

Editor's Notes

1. You may not be doing ABM Industry/segment vs. ABM Not 1 size
2. Megan
3. Previously Inability to measure results Success limited to physical events Very limited best practice sharing Reactive, based on sales requests No formal training for marketers 2014 - Dedicated marketer; 18 month plan; budget for personalized activities
4. You may not be doing ABM Industry/segment vs. ABM Not 1 size
5. You may not be doing ABM Industry/segment vs. ABM Not 1 size
6. Previously Inability to measure results Success limited to physical events Very limited best practice sharing Reactive, based on sales requests No formal training for marketers 2014 - Dedicated marketer; 18 month plan; budget for personalized activities
7. All measurements are not the same. And we recognized that b-to-b organizations lacked a good way to describe the different types of measures that being used. This is fundamental. When the vocabulary isn’t aligned, there’s no chance the measurement can be aligned. The most basic type of measurement is activity measurement. Activity measurement quantifies what was done. It counts the actions taken. Emails sent, sales calls made, product requirements written. Doing is the basis of creating value, and we need to be able to count what was done. Once things are done, we expect that that they have a direct result. These direct results need to be quantified. They are called outputs. Examples of outputs may be inquires, proposal requests, or demo requests. These tend to be good things. Desirable things. They tell us that we’re headed in the right direction, but counting sales meetings or qualified leads doesn’t cut it when it comes to reporting business results. We need measures of impact. Impact measures summarize the effects of outputs to describe performance against business goals. Revenue growth and market share are examples of impact measures. Think of things your business needs to achieve. These three classes of measurement tell you what happened. What you did, what you produced, and the related impact. What they don’t tell you is WHY. To answer the WHY question, we need to look a different class of measurement – Readiness. Readiness measures tell us how prepared the organizations is to perform. Your marketing team may have developed the world’s best nurture flow, perfectly targeted at your ideal buyer persona. But your output was disappointing. No one responded. Why? Because your database sucks. We need measure operational readiness if we want to answer the WHY question. Think about things like database size and health, SLA compliance, Skills assessments. These are the type of measures that tells us how prepared we are to get the job done. All of these have a place in your organization’s measurement and next we’ll show you why and how.
8. All measurements are not the same. And we recognized that b-to-b organizations lacked a good way to describe the different types of measures that being used. This is fundamental. When the vocabulary isn’t aligned, there’s no chance the measurement can be aligned. The most basic type of measurement is activity measurement. Activity measurement quantifies what was done. It counts the actions taken. Emails sent, sales calls made, product requirements written. Doing is the basis of creating value, and we need to be able to count what was done. Once things are done, we expect that that they have a direct result. These direct results need to be quantified. They are called outputs. Examples of outputs may be inquires, proposal requests, or demo requests. These tend to be good things. Desirable things. They tell us that we’re headed in the right direction, but counting sales meetings or qualified leads doesn’t cut it when it comes to reporting business results. We need measures of impact. Impact measures summarize the effects of outputs to describe performance against business goals. Revenue growth and market share are examples of impact measures. Think of things your business needs to achieve. These three classes of measurement tell you what happened. What you did, what you produced, and the related impact. What they don’t tell you is WHY. To answer the WHY question, we need to look a different class of measurement – Readiness. Readiness measures tell us how prepared the organizations is to perform. Your marketing team may have developed the world’s best nurture flow, perfectly targeted at your ideal buyer persona. But your output was disappointing. No one responded. Why? Because your database sucks. We need measure operational readiness if we want to answer the WHY question. Think about things like database size and health, SLA compliance, Skills assessments. These are the type of measures that tells us how prepared we are to get the job done. All of these have a place in your organization’s measurement and next we’ll show you why and how.
9. All measurements are not the same. And we recognized that b-to-b organizations lacked a good way to describe the different types of measures that being used. This is fundamental. When the vocabulary isn’t aligned, there’s no chance the measurement can be aligned. The most basic type of measurement is activity measurement. Activity measurement quantifies what was done. It counts the actions taken. Emails sent, sales calls made, product requirements written. Doing is the basis of creating value, and we need to be able to count what was done. Once things are done, we expect that that they have a direct result. These direct results need to be quantified. They are called outputs. Examples of outputs may be inquires, proposal requests, or demo requests. These tend to be good things. Desirable things. They tell us that we’re headed in the right direction, but counting sales meetings or qualified leads doesn’t cut it when it comes to reporting business results. We need measures of impact. Impact measures summarize the effects of outputs to describe performance against business goals. Revenue growth and market share are examples of impact measures. Think of things your business needs to achieve. These three classes of measurement tell you what happened. What you did, what you produced, and the related impact. What they don’t tell you is WHY. To answer the WHY question, we need to look a different class of measurement – Readiness. Readiness measures tell us how prepared the organizations is to perform. Your marketing team may have developed the world’s best nurture flow, perfectly targeted at your ideal buyer persona. But your output was disappointing. No one responded. Why? Because your database sucks. We need measure operational readiness if we want to answer the WHY question. Think about things like database size and health, SLA compliance, Skills assessments. These are the type of measures that tells us how prepared we are to get the job done. All of these have a place in your organization’s measurement and next we’ll show you why and how.
10. All measurements are not the same. And we recognized that b-to-b organizations lacked a good way to describe the different types of measures that being used. This is fundamental. When the vocabulary isn’t aligned, there’s no chance the measurement can be aligned. The most basic type of measurement is activity measurement. Activity measurement quantifies what was done. It counts the actions taken. Emails sent, sales calls made, product requirements written. Doing is the basis of creating value, and we need to be able to count what was done. Once things are done, we expect that that they have a direct result. These direct results need to be quantified. They are called outputs. Examples of outputs may be inquires, proposal requests, or demo requests. These tend to be good things. Desirable things. They tell us that we’re headed in the right direction, but counting sales meetings or qualified leads doesn’t cut it when it comes to reporting business results. We need measures of impact. Impact measures summarize the effects of outputs to describe performance against business goals. Revenue growth and market share are examples of impact measures. Think of things your business needs to achieve. These three classes of measurement tell you what happened. What you did, what you produced, and the related impact. What they don’t tell you is WHY. To answer the WHY question, we need to look a different class of measurement – Readiness. Readiness measures tell us how prepared the organizations is to perform. Your marketing team may have developed the world’s best nurture flow, perfectly targeted at your ideal buyer persona. But your output was disappointing. No one responded. Why? Because your database sucks. We need measure operational readiness if we want to answer the WHY question. Think about things like database size and health, SLA compliance, Skills assessments. These are the type of measures that tells us how prepared we are to get the job done. All of these have a place in your organization’s measurement and next we’ll show you why and how.
11. All measurements are not the same. And we recognized that b-to-b organizations lacked a good way to describe the different types of measures that being used. This is fundamental. When the vocabulary isn’t aligned, there’s no chance the measurement can be aligned. The most basic type of measurement is activity measurement. Activity measurement quantifies what was done. It counts the actions taken. Emails sent, sales calls made, product requirements written. Doing is the basis of creating value, and we need to be able to count what was done. Once things are done, we expect that that they have a direct result. These direct results need to be quantified. They are called outputs. Examples of outputs may be inquires, proposal requests, or demo requests. These tend to be good things. Desirable things. They tell us that we’re headed in the right direction, but counting sales meetings or qualified leads doesn’t cut it when it comes to reporting business results. We need measures of impact. Impact measures summarize the effects of outputs to describe performance against business goals. Revenue growth and market share are examples of impact measures. Think of things your business needs to achieve. These three classes of measurement tell you what happened. What you did, what you produced, and the related impact. What they don’t tell you is WHY. To answer the WHY question, we need to look a different class of measurement – Readiness. Readiness measures tell us how prepared the organizations is to perform. Your marketing team may have developed the world’s best nurture flow, perfectly targeted at your ideal buyer persona. But your output was disappointing. No one responded. Why? Because your database sucks. We need measure operational readiness if we want to answer the WHY question. Think about things like database size and health, SLA compliance, Skills assessments. These are the type of measures that tells us how prepared we are to get the job done. All of these have a place in your organization’s measurement and next we’ll show you why and how.
12. Measure; Is this segment on my site currently? -remember, both offline and online activities drive website traffic!!! So are your methods working to get the right companies there? Attract: Who do you want on your website? How are you going to get them there? Engage: What content and messaging are we using to drive engagement? Convert: How do we drive desired outcomes for this segment? Conversion types - Hits on key URLs (pricing page, contact us, etc.) OR Form Fills OR?
13. Advertising is traditionally top of funnel, and we do use it there, but also to drive conversion and upsell/renewal Needs to be connected to the rest of the B2B stack More use cases when it’s connected
14. Lift benchmark is 20-25%
15. For every 100 SALs, - Without advertising, 11 closed/won With advertising, 30 closed/won What is lift? We have this new metric – lift is cool
16. For every 100 SALs, - Without advertising, 11 closed/won With advertising, 30 closed/won What is lift? We have this new metric – lift is cool
17. For every 100 SALs, - Without advertising, 11 closed/won With advertising, 30 closed/won What is lift? We have this new metric – lift is cool
18. For every 100 SALs, - Without advertising, 11 closed/won With advertising, 30 closed/won What is lift? We have this new metric – lift is cool
19. Financial Services Prospects Late-Stage Prospects
20. Financial Services Prospects Late-Stage Prospects
21. Financial Services Prospects Late-Stage Prospects
22. Financial Services Prospects Late-Stage Prospects
23. Remember that ABM is not about more, it’s about the right traffic
24. Compared with Sept-Nov 2014 60% bounce rate  33% reduction 1:45 avg session duration  12.5% increase 1.96 pages/session  48% increase
25. Quality accounts versus quantity
26. We only care if the website is performing as it connects to the overall business performance. ABM helps us keeps this focus, regardless of the team’s or contributor’s individual functions.
27. We only care if the website is performing as it connects to the overall business performance. ABM helps us keeps this focus, regardless of the team’s or contributor’s individual functions.
28. We only care if the website is performing as it connects to the overall business performance. ABM helps us keeps this focus, regardless of the team’s or contributor’s individual functions.
29. The goal is to impact the business, and doing ABM for us certainly has done that. Why track all this? There is no question that marketing is having a huge impact on the business. Ad deals take longer but that percentage is not a lot longer b/c the sales cycle on those is shorter. Deals take slightly longer because they buy more products, deals are more complex/bigger
30. Commitment of sales and marketing leadership to eliminate the US versus THEM mentality Join alignment on ZERO DEFECT quality standards