Account-Based Webinars: The Good, The Rad, The Necessary

ACCOUNT-BASED WEBINARS
THE GOOD, THE RAD, AND THE NECESSARY
ANGEL HARLEY | SR. MANAGER, DEMAND GEN & GROWTH MARKETING | DEMANDBASE
KEVIN ROONEY | DIRECTOR SALES DEVELOPMENT | DEMANDBASE

© 2020 DEMANDBASE｜SLIDE 2
MEET THE SPEAKERS
Angel Harley
Sr. Manager, Demand Gen and Growth
Demandbase
Kevin Rooney
Director Sales Development
Demandbase

§ THE GOOD: SIMPLE WEBINAR PLAN
§ THE RAD: MIND THE PIPELINE GAP
§ THE NECESSARY: ALIGNMENT, ENABLEMENT & P.I.E.S.
AGENDA

The strategic and simple planning
of your webinar activity is GOOD
practice.
The truth is it can feel ad hoc at
times. Start with a simple plan
and turn ad hoc into agile.
But first, understand how the
former ladders up to your
account segmentation strategy.
THE GOOD

ABM ACCOUNT SEGMENTATION MODEL
ABMSTRATEGY
MESSAGING
1:1
STRATEGIC
ACCTS
1:FEW
AE30
1:MANY
REST OF DB4K
DEMAND GEN
IDEAL CUSTOMER
PROFILE (ICP)
OPENOPPS
CUSTOMERS
ACCTS CHOSEN BASED ON
INTENT SCORE AND MARKETING
CAMPAIGN ENGAGEMENT
ACCTS CHOSEN BASED
ON INTENT SCORE, SITE
ENGAGEMENT, AND
TRENDING BEHAVIOR
INTENT TOPIC STANDARD VERTICAL
ROLE-BASED
SEGMENTATION
OVERLAY TO ACCOUNT
SEGMENTS – HOW WE
ENGAGE WITH CONTACTS

ABM ACCOUNT SEGMENTATION MODEL— FOR WEBINARS
ABMSTRATEGY
MESSAGING
1:MANY
REST OF DB4K
DEMAND GEN
IDEAL CUSTOMER
PROFILE (ICP)
ACCTS CHOSEN BASED
ON INTENT SCORE, SITE
ENGAGEMENT, AND
TRENDING BEHAVIOR
ROLE-BASED
SEGMENTATION
OVERLAY TO ACCOUNT
SEGMENTS – HOW WE
ENGAGE WITH CONTACTS

WEBINAR PLANNING CONSIDERATIONS — INTERNAL VS EXTERNAL
MESSAGING
1:ANY
REST OF DB4K
DEMAND GEN
IDEAL CUSTOMER
PROFILE (ICP)
EXTERNAL CONSIDERATIONS INTERNAL CONSIDERATIONS
Webinars should be engaging, thoughtful, offer value AND, be actionable.
Create a knowledgebase and brand awareness for your audience.
Opportunities to learn, be curious and create [pipeline].

PLANNING CONSIDERATIONS — OKR’S & CONTENT STRATEGY
COMPANY OKR’S
PLANNING
CONSIDERATIONS
Q1-2020 Q2-2020 Q3-2020 Q4-2020
MARKETING OKR’S
KEY THEMES & MESSAGING
MARKETING OKR’S
MARKETING OKR’S
MARKETING OKR’S
Jan Feb March April May June July Aug Sept Oct Nov Dec
CONTENT STACK CONTENT STACK CONTENT STACK CONTENT STACK
WEBINARPLAN
Webinars should be engaging, thoughtful, offer extreme value AND, be actionable.
Create a knowledgebase and brand awareness for your audience.
Opportunities to learn, be curious and create [pipeline].

PLANNING CONSIDERATIONS — OKR’S & CONTENT STRATEGY
COMPANY OKR’S
PLANNING
CONSIDERATIONS
Q1-2020 Q2-2020 Q3-2020 Q4-2020
MARKETING OKR’S
MARKETING OKR’S
MARKETING OKR’S
MARKETING OKR’S
WEBINARPLAN
Webinar 1
Webinar 2
Webinar 3

PLANNING CONSIDERATIONS — DATA & CHANNEL PERFORMANCE
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Webinar Direct Mail Organic Search Field Marketing Events
2020 CHANNEL PERFORMANCE
Q1 2020 Q2 2020

PLANNING CONSIDERATIONS — ENGAGEMENT BY CHANNEL
33%
19%11%
10%
9%
TARGET ACCOUNT ENGAGEMENT
Webinar
Direct Mail
Content Syndication
ABM Certification
Content Asset
Field Marketing
Event
Partner
Web Contact
Other

THE RAD
The time to be RADICAL and
innovate is now. The world wide
web is now the wild wild west.
Marketers need to do more in
order to lasso the affections of our
buyers.
THE RAD

“The best-laid plans of mice
and men often go awry.”
-The saying is adapted from a line in “To a Mouse,” by Robert Burns: “The best laid schemes o' mice an' men /
Gang aft a-gley.” Dictionary.com

REALITY CHECK – THE TRUTH IS MARKETING CHANNELS TOOK A HIT
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Webinar Direct Mail Organic Search Field Marketing Events
2020 CHANNEL PERFORMANCE
Q1 2020 Q2 2020
GLOBAL
PANDEMIC
GLOBAL
PANDEMIC

FROM A SIMPLE PLAN TO AN AGILE PLAN
COMPANY OKR’S
PLANNING
CONSIDERATIONS
Q1-2020 Q2-2020 Q3-2020 Q4-2020
MARKETING OKR’S
MARKETING OKR’S
MARKETING OKR’S
MARKETING OKR’S
WEBINARPLAN
INTEGRATED
CAMPAIGN/PRODUCT
WEBINARS
ABM MASTER CLASSES
VIRTUAL
EVENTS

ABM MASTER CLASSES — OFFER VALUE, MAKE IT ACTIONABLE

INTEGRATED WEBINARS SUPPORT KEY THEMES
INTEGRATED
CAMPAIGN/PRODUCT
WEBINARS

INNOVATIVE WEBINARS AND VIRTUAL EVENTS CREATE NEW PIPE OPPS

ENGAGEMENT BY CHANNEL + ACCOUNT-BASED FOLLOW UP
33%
19%11%
10%
9%
TARGET ACCOUNT ENGAGEMENT
Webinar
Direct Mail
Content Syndication
ABM Certification
Content Asset
Field Marketing
Event
Partner
Web Contact
Other
P
I
E
S

Alignment with sales on webinar
activity is very NECESSARY.
Leverage personalization, intent,
engagement and account score to
turn your webinar activity into
pipeline opportunities.
THE NECESSARY

ENABLEMENT + ALIGNMENT GOES A LONG WAY

KEEP YOUR EYES ON THE P.I.E.S.

P.I.E.S. FOR SALES & MARKETING
PERSONALIZATION INTENT
ENGAGEMENT SCORING

INTENT IS THE NEW LEAD
It’s all about the timing.

WHY FOCUS ON INTENT?
0
5,000
10,000
15,000
20,000
25,000
30,000
Accounts Pipeline
LOW INTENT
4.5%
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
Accounts Pipeline
MEDIUM INTENT
0
200
400
600
800
1000
1200
Accounts Pipeline
HIGH INTENT
26%
64%

USE SCORING AS A TARGET ACCOUNT LIST REQUIREMENT
§ Total Account Score > 2.5 (out of 5)
§ Monthly Web Traffic >25k
§ Annual Revenue >$25M
§ Parent Account is not already part of DB4K
§ Not a customer
§ Company has a B2B component to their website
§ Not SMB focused
§ Has minimum of 3 technologies on website
including which could including ABM Tech,
AdTech, CRM, Marketing Automation, A/B
Testing, Web Analytics, etc.
Must meet minimum requirements to be eligible for TAL:

INTENT SCORING SHOULD BE USED FOR PRIORITIZATION
§ Keep Intent Scoring separate
from Account Score.
§ Filter your target list around
intent keywords related to your
webinar.
§ Accounts actively researching
high-value, relevant keywords
should be top priority for Sales.

INTENT SCORE + ACCOUNT SCORE REPORTS
Custom Fields from
Demandbase Platform
ICP Score + Target
Account List (Y/N)
Activity, Opp and
Customer Type

HIGH-VALUE PAGE ENGAGEMENT IS THE BEST INTENT SIGNAL
Track recency,
frequency
and total page
views.
Digital Programs
Products

CONTACT-LEVEL ENGAGEMENT
§ History of Contact
Activities + Engagement
§ Buying Committee
Heat Map

TRACK ENGAGEMENT AND PRIORITIZE
High-Value Web Page + Trending
Keyword Engagement
High-Value Email Engagement

UNDERSTAND WHO IS ENGAGING AND TAKE IMMEDIATE ACTION
CONVERSION
ALERT
1. CALL REFERENCING
WEBINAR PAGE THEY
ENGAGED WITH
2. SEND A FOLLOW-UP EMAIL
INCLUDING WEBINAR LINK TO
GET THEM TO REGISTER
3. TRACK EMAILS FOR FURTHER
ENGAGEMENT.
SCOUT FOR
SALES
What your account is reading on your website:
What your account is reading on your website:

WHAT ARE STRONG INTENT SIGNALS?
q Number of relevant articles on the topic they read?
ü More articles = stronger interest
q Did they read about this topic on multiple days?
ü Sustained interest = stronger intent
q How old were the articles?
ü New articles = news of the day
ü Old articles = vendor research
q How recently did they read these articles?
ü Recency is crucial to intent strength.
q How specific are the keywords?
ü More specific keywords imply they are further into the buyer journey.
q What other intent are they showing?
ü If they are looking at multiple keywords you care about, stronger intent for what you
care about.

GRANULARITY & TRANSPARENCY ARE KEY
§ Specificity of keywords is paramount to
understanding buying signals. The more specific
the keywords and how that keyword relates to
what you’re pitching in your webinar is
paramount.
§ Knowing the number of people researching and
having insight into which titles are relevant to
that search is going to give you a good sense of
who your buying committee is.
§ Understanding the actual pages they are looking
at and the source of that research not only
confirms buying intent, but also provides good
insights into what your messaging should be.

ORGANIZE INTENT TOPICS IN SALESFORCE
Engaged on
website +
high-value
keywords
Closed-Lost
Opps that are
showing
trending intent
signals
High-value
keywords
(webinar
relevant)à
Account-Based
Marketing,
Advertising
High Intent
Low Activity

MAKE IT EASY TO TAKE ACTION ON INTENT
Easily search
for keyword.
Use tags to
organize.
Understand email
metrics (open,
clicks, responses)
and build more
templates like the
high performing
ones.
Create
templates for
high-value
intent.

PERSONALIZATION
ü Identify persona that would benefit
ü Address key areas of webinar that would stand out
ü Add links to track engagement
ü Cc your rep to double down

PERSONALIZATION Why does this
webinar matter to
your prospect
Link and details
to webinar
Take the custom
approach and shoot
straight for the meeting

PERSONALIZATION
Link to additional
resources
Content that is
relevant to your
prospect's role
Drive home your
business value

PERSONALIZATION
Ding! Ding! Ding!

POST-WEBINAR - PERSONALIZATION

LIVE ATTENDEES VS. ONDEMAND VIEWS
! "
#
$

SEGMENT YOUR LEADS
1:Many1:1 1:Few

THE INTENT CHECK LIST
q Self-Authored Content
q Speaking Engagements
q Panel Sessions
q Interviews, Blog Posts &
Bylines
q New Role or Anniversary
q LinkedIn Profile
q Twitter Profile
q Funding
q New Product Release
q Merger & Acquisitions
q Partnerships
q Financial Reports/10-Ks
q Past Conversations
q Sales Cycles
q Previous Customers
Company CRMPersonal

PERSONALIZATION
Catchy Subject
Line
Personalization
towards
interests/hobbies
Top it off with an
e-gift card
Business
connections
Drive home with
custom use-case

Personalization. Develop messaging
around why your prospect would see
value from the webinar and follow up
post-webinar using the intent checklist.
Intent. Understand what they are
researching and organize your intent
reports to mirror the webinar topic.
Engagement. THE best intent signals,
know your webinar and webinar relevant
pages to prioritize the accounts/contacts
in-market for those topics.
Scoring. Prioritize the accounts to invite
to the webinar by ICP and intent scoring.
PIES TAKEAWAYS
P
I
E
S

A simple webinar plan is GOOD
practice. What was once ad hoc is
now agile.
The RAD is all about innovation.
And creating net-new experiences
that incorporate some of the
elements of the bespoke
Field/Event experiences with
Digital experiences.
The NECESSARY is all about
continuing the PIES process to
drive pipeline from great marketing
campaigns.
THE TAKEAWAYS

Account-Based Webinars: The Good, The Rad, The Necessary

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Account-Based Webinars: The Good, The Rad, The Necessary