But First, Segmentation!
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When it comes to Account-Based Marketing, personalization is key...and expected nowadays. But how do you segment your Total Addressable Market in a meaningful and actionable way? Join Beth Tiltges, Director of Field and Customer Marketing at Demandbase for a look into new ways to create, prioritize and take action on key segments for your business.
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But First, Segmentation!
- 1. #B2BSMX But First, Segmentation! Beth Tiltges, Director, Field & Customer Marketing, Demandbase
- 2. #B2BSMX THE IMPACT OF ABM ABM outperforms traditional methods B2B marketers are realizing great benefits from ABM across multiple areas 1 Customer Retention Rate Initial Contract Value Close Rate Return on Sales & Mktg. Investment Upsell/Cross-sell Overall LTV Alignment Between Sales & Marketing 1.5 2 2.5 3 3.5 4 4.5 5 Traditional approach benefit is much greater ABM and traditional are same ABM provides much greater benefit than traditional approach 4.64 4.31 4.20 4.14 4.02 4.00 3.98 Source: 2018 TOPO Benchmark
- 3. #B2BSMX ABM Maturity Model MATURITY SALES & MARKETING ALIGNMENT TARGET ACCOUNTS MARKETING PROGRAMS MEASUREMENT TIER3TIER2TIER1 Philosophical Alignment • Shared belief in an account-based approach • Commitment to collaboration Operational Alignment • Target account selection • Planning and execution cadence Metrics and Goals Alignment • Shared across teams • Connected to business impact Company Size or Industry Targeting • Mid market vs. enterprise • FSI vs manufacturing vs. healthcare Sales Cycle Targeting • Prospect vs. customer • Pre-sales engagement vs. pipeline push Positioning/Attribute Targeting • Technology footprint • Competitive displacement • Regulatory issues Bottom of the Funnel/Lead Gen • Data append • Forms autofill Full Funnel Digital • Ads/attraction • Website engagement • MAS/CRM Analog and Digital Full Funnel • Ads, website, MAS/CRM • Corporate events • Field activities Campaign Performance • CTRs • Conversions • Inquiries • MQLs Revenue Performance • Lift • Pipeline • Funnel velocity Business Outcomes • Average deal size • Close rate • Retention/upsell
- 4. #B2BSMX Creating and executing highly- customized programs for individual accounts Creating and executing lightly-customized programs for clusters of accounts with similar issues and needs Leveraging technology to tailor and personalize marketing campaigns for specific, named accounts at scale UNDERSTANDING THE THREE TYPES OF ABM… IN THEORY One -to- One ABM One-to-Few ABM One-to-Many ABM Investment&ROIperaccount HIGH LOW Source: ITSMA and Demandbase
- 5. #B2BSMX THE THREE TYPES OF ABM… IN PRACTICE One -to- One ABM One-to-Few ABM One-to-Many ABM Investment&ROIperaccount HIGH LOW Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, October 2019 5−50 Accounts ▪ Prioritize existing key accounts ▪ Customized for each account ▪ Engagement and relationship-focused 3-5 clusters of 5-25 accounts each ▪ Focus on new and existing key accounts with similar issues ▪ Customized with some personalization ▪ Engagement and lead-focused 100s of accounts ▪ Prioritize new accounts ▪ Targeted with light personalization ▪ Lead-focused
- 7. #B2BSMX PROGRAMOBJECTIVES Revenue growth Opening new markets Proving new solutions Developing references and advocates Changing market perceptions Ensuring customer success
- 8. #B2BSMX INDUSTRY UPSELL RENEWAL PRODUCT SALES STAGE GEO RESELLER SI PROD A PROD B 1YEAR 2YEAR AW ARENESS EDU TRAINING EUROPE NORTH AMER PIPE MQL COLD ENT MID MKT SMBTECHNOLOGYHEALTHCARE FIN SRV BUS SRV PROSPECT CUSTOMER PARTNER SEGMENT YOUR LIST SEGMENTS YOU SELECT MUST HAVE DISCRETE BUSINESS OBJECTIVES THAT MARKETING CAN BUILD PROGRAMS TO SUPPORT
- 9. #B2BSMX MARKET HIERARCHY ▪ TAM: All companies that could buy from you ▪ TARGET MARKET: Accounts that are suitable clients – meet your ICP ▪ TARGET ACCOUNT LIST: Our focus of XXXX accounts – XX accounts per sales rep, and those showing buying intent ▪ AE TOP ACCTS: Top XX% of the Target Account List that is the primary focus for Sales & Marketing ▪ OPPORTUNITY: Any account that is engaged in a Sales Cycle – MQL+ TAM Target Market Target Accts AE Top Accts Opportunity & Customers
- 10. #B2BSMX ABM ACCOUNT SEGMENTATION MODELABMSTRATEGY 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
- 11. #B2BSMX 5−50 Accounts ▪ C-suite VIP experience ▪ Custom personalized packages ▪ Custom digital experience ▪ Account-based advertising (highest spend per account) 3-5 clusters of 5-25 accounts each ▪ Regional invites in areas with high densities of target accounts ▪ Company branded items with custom inserts ▪ Relevant content & related case studies ▪ Programmatic retargeting, ABA (medium spend per account) 1000s of accounts ▪ Capitalizing on existing tradeshows and regional events ▪ High volume, low cost branded items ▪ Personalization based on industry/size ▪ Account-based advertising (efficient spend-account) THE THREE TYPES OF ABM… IN PRACTICE FIELD MARKETING DIRECT MAIL WEBSITE ADVERTISING
- 12. #B2BSMX CAMPAIGN PLANNING: MULTICHANNEL IS ESSENTIAL TOP TACTICS FOR THE THREE TYPES OF ABM One-to-One ABM ▪ One-on-one, face-to-face meetings ▪ Executive-to-executive relationship programs ▪ Account-specific (bespoke) thought leadership development and dissemination ▪ Direct mail ▪ Custom collateral, videos, podcasts, webinars One-to-Few ABM One-to-Many ABM ▪ Email marketing ▪ Direct mail ▪ Webinars ▪ Custom collateral/videos /podcasts/webinars ▪ Web personalization ▪ Roadshows/events ▪ Email marketing ▪ Reverse IP/targeted digital ads/content/retargeting ▪ Roadshows/events ▪ Webinars & virtual events ▪ Paid social media ▪ Account-based content syndication INDIVIDUALIZED CUSTOMIZED SEGMENTED AND PERSONALIZED Source: ITSMA and ABM Leadership Alliance, 2019 ABM Benchmark Study, October 2019
- 13. Beth Tiltges, Director, Field & Customer Marketing https://www.linkedin.com/in /bethtiltges/ www.demandbase.com