After attending the ABM Innovation Summit in 2016, BlackLine was ready to put ABM to the test, but still had to gain executive buy-in and, most of all, budget. In this session, Brandee Sanders will show you how her team aligned marketing with sales and executive teams, operationalized ABM and demonstrated results that helped secure the budget needed to launch a broader ABM strategy.
10. SLIDE 10
5 Ways Marketers
Are Finding
Budget for ABM
Top-down directive is in place
Use innovation budget to test
Partner with other teams to
fund programs
Roll up under other Initiatives
Shift and reallocate budgets
from existing programs
$
$
WAYS TO BUDGET FOR ABM
11. SLIDE 11
ABM Budget
Directive
Determine what areas are ready for ABM
§ Processes
§ Technologies
§ Program/Channels
Identify a starting point
Prioritize under performing areas first{
WAYS TO BUDGET FOR ABM
12. SLIDE 12
WAYS TO BUDGET FOR ABM
Use
innovation
budget to test
Find a test that will make a difference
Be sure to measure for a successful test
Be cautious and conscious of test
time frames
$
{
13. SLIDE 13
WAYS TO BUDGET FOR ABM
Partner with
departments
to fund
Sales and Marketing Alignment is a
2-way street
Sales needs more than leads, they need
target account insights like:
§ Anonymous buyer activity
§ Product interest alerts
§ Stalled deals visibility
{
14. SLIDE 14
WAYS TO BUDGET FOR ABM
Roll up
under other
initiatives
What other initiatives will ABM support?
§ Website Redesign
§ Customer Experience Enhancements
§ Marketing Automation
{
15. SLIDE 15
WAYS TO BUDGET FOR ABM
Be honest about what’s working
and what’s not
Start with your list of budget areas
to determine where you can make
changes
Shift or
Re-allocation
Budgets
$
{
16. SLIDE 16
WAYS TO BUDGET FOR ABM
Where are you currently spending?
Narrow options for consideration
Start with Low hanging fruit
Set Baseline Performance Evaluations/Threshold
Make decisions on spend and programs
18. SLIDE 18
TOP B2B MARKETING BUDGET CATEGORIES
FIELD
MARKETING
Hospitality
Events
WEBSITE
CRM
MAS/MAP
DMPs
Analytics
Predictive
TECHNOLOGY /
INFRASTRUCTURE
DEMAND GEN
Sponsorships: Events
Sponsorships: Content
Digital Events: Webinars
Advertising
Content Syndication/
3rd party Networks
Direct Mail
CONTENT MARKETING
PRODUCT
MARKETING
PR/ANALYST
AGENCY FEES
Testing
Design
Social
Paid Social
SEMSEM
19. SLIDE 19
CATEGORICAL SPEND UNAFFECTED BY ABM
WEBSITE
CRM
MAS/MAP
DMPs
Analytics
Predictive
TECHNOLOGY /
INFRASTRUCTURE CONTENT MARKETING
PRODUCT
MARKETING
PR/ANALYST
AGENCY FEES
Testing
Design
Start by ruling out
areas you can’t cut
20. SLIDE 20
THEN WHAT CATAGORIES CAN BE OPTIMIZED?
FIELD
MARKETING
Hospitality
Events
WEBSITE
DEMAND GEN
Sponsorships: Events
Sponsorships: Content
Digital Events: Webinars
Advertising
SEM Content Syndication/
3rd party Networks
Paid Social
Direct Mail
CONTENT MARKETING
PRODUCT
MARKETING
PR/ANALYST
AGENCY FEES
Testing
Design
Paid Social
SEM
CRM
MAS/MAP
DMPs
Analytics
Predictive
TECHNOLOGY /
INFRASTRUCTURE
21. SLIDE 21
WHAT YOU HAVE TO WORK WITH
Advertising
FIELD
MARKETING
Hospitality
Events
DEMAND GEN
Sponsorships: Events
Sponsorships: Content
Digital Events: Webinars
Content Syndication/
3rd party Networks
Direct Mail
Social
Paid Social
SEMSEM
Categories you can
optimize for ABM
WEBSITE
22. SLIDE 22
THE CHOICE IS MADE!
Advertising
FIELD
MARKETING
Hospitality
Events
DEMAND GEN
Sponsorships: Events
Sponsorships: Content
Digital Events: Webinars
Content Syndication/
3rd party Networks
Direct Mail
Social
Paid Social
SEMSEM
WEBSITE
24. SLIDE 24
CHOOSING WEB PERSONALIZATION
§ Why? Because it was manageable, didn’t require
massive buy in and could be controlled
§ The goal was to deliver a truly personalized
experience to each visitor on the website in real-
time
§ Leveraging Demandbase Engagement Solutions
could give us deep buyer insights—and ability to
optimize our ABM pilot at scale
§ If successful we could begin asking for a larger
scale ABM initiative and begin rolling out larger
projects with greater buy in across the
organization
The Personalization Pilot
25. SLIDE 25
WEB PERSONALIZATION TIPS
§ Tip #1: Start with Segments You’ll want to divide your website visitors into
groups based on attributes. Some common B2B segments include verticals,
company size, sales stage, revenue and geography. Once you identify a
segment, you can align the message with where they are in their journey.
§ Tip #2: Personalize High-Value Pages Start by identifying high-traffic pages,
maybe your homepage, product pages, campaign page and contact/demo
pages, as well as key-influencer pages, like company pages.
§ Once you’ve identified the pages you want to personalize, you can start to
identify content and messaging that is relevant. You don’t the entire world
here to be successful. Instead, the idea is to leverage the content you already
have.
26. SLIDE 26
WEB PERSONALIZATION TIPS
§ Tip #3: Focus on Driving Traffic to Your Site Next, you’ll want to ensure that
you are driving traffic to the pages you personalized. So be sure to sync
your personalization efforts with those of your demand generation team.
§ Tip #4: Practice Smart Measurement Measurement is what ties all of this
together, if you can’t prove it, no one will care what great work you’ve done!
While you are always focused on driving conversion, you will also want to drive
an increase in engagement.
§ This can be measured by time on site, pages per session, bounce rate and exit
rate. The more a visitor is engaged, the more likely they are to convert. The
more conversions, you get the idea!
28. SLIDE 28
RESULTS
§ Positive Increase for Demos
§ Increase for Conversions to Gated Content
§ CR Increase for On Demand Content
§ BR for users who engaged with Site
Optimization was dramatically lower vs
generic messaging
§ Avg. Session Time Increase Up when
using personalized messaging vs generic
Spoke for themselves!
29. SLIDE 29
NOT ALL RESULTS ARE THE SAME – SO SET BASELINES
Evaluating previous performance to set baselines and
define threshold/metrics for cut vs keep (opp gen, target
account ratios, pipeline acceleration, etc.)
§ Old evaluation metrics
§ New ABM ones
How will measuring success change for each program?
§ Performance/attribution tracking
§ Cost tracking
30. SLIDE 30
THINGS TO ALWAYS KEEP IN MIND
§Clearly set and define expectations for the initial investment
§Start with small tests to prove case for repeat investment
§Plant the seed – manageable mini’s
§Don’t expect an overnight ABM success tree
§Shared costs is tied to shared benefits
§Understanding value of spend prior to the ask
§Communicate clear goal around spend / anticipated returns