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Live Webinar: How to Launch & Scale an Effective Account-Based Marketing Strategy

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Join us to find out how modern marketers can:
- Align with Sales on targeting, content and ABM specific metrics
- Adopt the ABM tactics real marketers are implementing today
- Understand the technology that will fuel your ABM strategy

Publicada em: Marketing
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Live Webinar: How to Launch & Scale an Effective Account-Based Marketing Strategy

  2. 2. Meet Your Speakers Michael McEuen Director, Marketing and Growth AdStage @lonohead Megan Golden Senior Content Marketing Manager LinkedIn @goldmegs Irina Skripnik Senior Product Marketing Manager LinkedIn @iSkripnik @LinkedInMktg
  3. 3. 01 What is Account-based marketing? 02 9 Steps to an effective ABM program 03 Real Marketers, Real ABM Tactics 04 The Technology to Fuel Your ABM strategy 05 Q&A agenda @LinkedInMktg
  4. 4. What is account-based marketing? @LinkedInMktg
  5. 5. Focus on landing the big fish “Account-based marketing is a strategic approach that coordinates personalized marketing and sales efforts to open doors and deepen engagement at specific accounts.” Jon Miller CEO & Co-founder, Engagio Identify the most strategic accounts for your business Sales and marketing are in lock step Nurturing buying committees with targeted content @LinkedInMktg
  6. 6. 6 20% increase in deal size more than 200% in contribution to pipeline $75 million in incremental marketing sourced or influenced pipeline When ABM is done right.
  7. 7. 9 Steps to an Effective ABM Strategy
  8. 8. 8 Position ABM as a Strategic Initiative Step One. Accounts Goals Tactics Responsibilities Measurements Which companies and individuals are we pursuing? What are the desired outcomes with each account? What can marketing and sales to do achieve those goals? Who is responsible for what? How will marketing and sales be measured on their activities and impact?
  9. 9. 9 Staff up for Success Step two. Entrepreneur Spirit Broad Skillset Appreciation for complexity Hybrid Marketer Leader Compelling Messaging Project Manager Confident Composure
  10. 10. While the overall goal is to land and expand you should also define the discrete goals. Agree on Goals with Sales Step three. Identifying a higher number of individuals within each account Securing a greater number of senior-level appointments/meetings Driving faster sales cycle time Promoting higher customer loyalty Closing a higher percentage of major deals Growing revenues within existing accounts
  11. 11. 11 Identify Target Accounts Step four. Where have we sold most effectively in the past? Ask yourself… Which kind of accounts have proven most profitable over time? Which sub-industries do we work with today? What characteristics are most predictive of sales success? What attributes make for the best fit with our product? What traits should rule out an account? What kinds of accounts play best to our unique strengths? In which accounts do we already have an advantage? What accounts deliver the most value (including strategic value)?
  12. 12. Identify Roles or Departments that Influence the Buying Decisions Step five.Pair technology with sales insights to understand who the decision makers and influencers are. 67% of marketers surveyed by SiriusDecisions turn to sales for account insights. After all, if your goal is to expand an existing relationship, your sales team knows what’s happened with the account and who has been involved from the customer’s end to date.
  13. 13. Your marketing message must reach vertically and horizontally across target accounts. Create Content to Drive Engagement Across Target Accounts Step six. CFO CMO CIO
  14. 14. Develop trust and share knowledge. Create Content to Drive Engagement Across Target Accounts Step six. Understand what stakeholders in target accounts believe. 1 Develop and articulate a well-informed point of view. 2 Frame a story in terms of the value delivered to help buyers see new possibilities. 3
  15. 15. Partner with the Sales Team Step seven. Create Account Baselines Account overview and personas on each member of the buying committee Up-to-date interactions between the account and your company Unique value propositions and relevant content
  16. 16. Put ABM into Action Step eight.Leverage technology to stay in sync with sales, get a common view of the buyer’s journey, and agree upon how to sharpen their focus on the customer. Analytics Marketing automation Ad serving Personal- ization Account planning Progressive profiling Customer advocacy marketing Salesforce automation Customer intelligence Social media
  17. 17. Measure Impact Step nine. Measure the Impact Step nine. Jon Miller of Engagio Recommends… IMPACT What is the value of marketing’s programs? What is the aggregate impact on new pipeline and revenue as measured by movement through a revenue cycle waterfall? 1 COVERAGE Do we know the right people to target within the account? 2 AWARENESS Of all the accounts we’re targeting, how many are aware of our company and brand? 3 REACH If you hold an event, for example, how many of the people who show up at that event are the right people from the right accounts? 4 ENGAGEMENT How much time is the prospect spending with us, whether on our website, attending a webinar, or at live events, etc.? What is the aggregate level of engagement across those interactions? 5
  18. 18. 9 Steps to an Effective ABM Strategy Position ABM as a strategic initiative Staff up for success Agree on goals with sales Identify target accounts Identify roles or departments that influence buying decisions Create content to drive engagement across target accounts Partner with the sales team Put ABM into action Measure impact
  19. 19. Real Marketers, Real Tactics
  20. 20. Account Based Plays Account Based Plays
  21. 21. Connect with Sales Talk to Customers Tap into your CRM Defining Your Ideal Customer Profile
  22. 22. Use Historical Data to Your Advantage
  23. 23. Craft Prospect Personas
  24. 24. Creating a Target Account List
  25. 25. Coordinated Outreach Coordinate Outreach Sales Marketing
  26. 26. Drive Engagement Tailor your targeting and messaging
  27. 27. Craft Nurture Campaigns Marketing’s job is not over when a demo request happens.
  28. 28. Inspire Advocates Recruit & mobilize
  29. 29. LESSONS LEARNED Lessons Learned Include sales What to do… Expand reach across the departments Continue to market after the sale Track engagement at the contact & account level Use multiple mediums to engage
  30. 30. LESSONS LEARNED Lessons Learned Measure success in leads What not to do… Stop marketing after a demo is scheduled Expect instant results Run a canned message to all prospects Target too narrowly
  31. 31. Technology to Fuel Your ABM Strategy
  32. 32. The ABM Technology Landscape Prospect Engage AnalyzeAdvocate Research Predictive Digital Ads Direct ContentOutbound Customer Success Advocacy Manage CRM MA ABM Attribution Reporting Polling Events
  33. 33. The most effective platform for marketers to engage professionals Achieve your goals from awareness to engagement to new business
  34. 34. 61M senior-level influencers 40M decision makers 10M opinion leaders 6M C-level execs 22M Mass Affluent 8M Brand managed Company Pages 414Mprofessionals are on LinkedIn The largest global community of professionals
  35. 35. The Buying Committee OperationsFinanceSalesMarketing C-Suite HR Now all possess budget, purchase authority, and influence in buying decisions
  36. 36. Understanding Profile-based Targeting Title Company Geography Member entered or IP Group Membership Skills School Field of Study Graduation Year
  37. 37. Danie Seattle, WA USA Boston University COMPANY INDUSTRYSIZE SCHOOL LOCATION JOB TITLE SENIORITY FUNCTION FIELD OF STUDY DEGREE GRADUATION AGE SKILLS GROUPS IP Communication Bachelor of Science 2011, 25-34 Simply Measured, 51-200, Internet Senior Marketing Manager, Marketing, Senior IC CMA, LEWIS, Social Tools SEO, Social Media, Digital Marketing, Blogging
  38. 38. 39 Targeting by Function Inferred from user entered title User Entered Title (possibly many) ↓ Standardized Title ↓ ↓ Seniority Function Levels of Seniority: Unpaid / Training / Entry IC / Senior IC / Manager / Director / VP / CXO / Partner / Owner
  39. 39. Influence the Influencer Consider targeting “Entry” and “Senior” individual contributor as part of your audience these are the Senior System Network Engineers, Senior Developers, Accountants, Lawyers, Scientists Owner Partner CXO VP Director Manager Senior Entry Training Unpaid Seniority Targeting Our most differentiated targeting option
  40. 40. Company Size and Company Industry Member industry is directly inferred from their current experience Company Entered Name  Company Entered Industry  Company Entered # of employees
  41. 41. Engage your prospects with relevant content in the world’s only professional feed Sponsored Content Build customer relationships at every stage of the buyer’s journey by targeting content to your most valuable audiences wherever they spend their time.
  42. 42. Sponsored Content Engage your prospects with relevant content in the world’s only professional feed Publish your content in a premium context Sponsor content in the brand-friendly environment of the LinkedIn feed to an audience of influencers and business decision-makers Grow your business at every stage Drive quality leads, generate engagement, and raise brand awareness with a powerful advertising platform Target your most valuable audiences Reach the people that matter most using accurate, profile- based, first-party data
  43. 43. LinkedIn Sponsored InMail Send timely, convenient, and relevant private messages to the people that matter most to your business
  44. 44. Unique product, uncluttered environment, and effective results Mobile-optimized design for easy clicks Persistent call-to-action button remains on top of content while user scrolls Real-time delivery ensures timely reach Sponsored InMail messages are only delivered when members are on LinkedIn Uncluttered professional context Strict delivery frequency caps ensure your message gets maximum mindshare Flexibility to tailor your content Send a personalized message that will resonate most with your target audience
  45. 45. Align sales and marketing by seamlessly engaging influencers and decision makers across your key accounts with Account Targeting on LinkedIn
  46. 46. 47 Align program dollars and resources against priority accounts that are determined in partnership with your sales team Why How Audience and reach Accurately target influencers across prospect organization Relevancy Tailor Sponsored Updates and Sponsored InMail campaigns to accounts that matter most Business impact Deliver relevant content that translates into meaningful results Your target audience Define your account list and streamline your focus using LinkedIn profile-based targeting like seniority and job function Your Content Create relevant and valuable content to drive impactful engagement among your key accounts Your Results Measure the effectiveness of your campaigns and optimize your content Re-engagement Re-establish a connection with your lost opportunities through valuable and relevant content Thought leadership Deepen relationships with your current customers and find a voice amongst your target accounts Business results Deliver marketing-influences leads to your sales team Use Case
  47. 47. 48 Wrapping up... You know what ABM is You have 9 steps to an effective program You have real tactics to implement You understand ABM specific technology
  48. 48. Q&A
  49. 49. ©2016 LinkedIn Corporation. All Rights Reserved. Confidential Today, LinkedIn has more than 400 million professionals in its network. That’s more than one- half of the 600 million professionals on the planet, representing the largest group anywhere of influential, affluent, and educated people. For more information, visit marketing.linkedin.com