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Convert Your ABM Target Accounts with Personalized Content Slideshare

  1. Convert Your ABM Target Accounts with Personalized Content
  2. @uberflip The Speakers Content Marketing Manager, Terminus Brandi SmithShauna Ward VP of Demand Generation, Uberflip
  3. Your Buyers Expect Personalization
  4. @uberflip Environment
  5. @uberflip Structure
  6. @uberflip Engagement
  7. @uberflip 135M Customers (‘17) $11.7B Revenue Filed for Bankruptcy (‘10) The Experience Matters
  8. @uberflip of B2B buyers expect a personalized B2C buying experience 80% - IBM Hi [], isn’t cutting it!
  10. @uberflip | #conex To Create Landing Pages PERSONALIZED LANDING PAGES 30minutes
  12. T E AM EngageTarget Activate Measure TERMINUS TECH STACK
  13. @uberflip | #conex ABM ENGAGEMENT FLOW CHART
  14. @uberflip | #conex
  15. 1:Many Product Announcement
  16. 1:Few
  17. 1:1 - Salesforce Expansion
  18. SDR Sales Stream
  19. SDR Sales Stream
  20. Leading KPIs ● Account engagement rate ● Meaningful engagement rate ● Leads generated from target accounts Downstream KPIs ● Conversion rates throughout the funnel ● Pipeline influenced by each campaign ● Revenue influenced by each campaign Measuring Success
  21. @uberflip | #conex The Results 100% SDR Adoption 50%+ Create Streams Weekly 71% Engagement Rate After Ungating Content 27% of Target Accounts Engaged with Content 24% of Revenue in Q3 Was Attributed to Content
  22. Key Takeaways Account-based marketing is about creating a personalized experience for each account. Authentic engagement is no longer a nice-to-have. Empower your sales team with your content, and measure the engagement among your target accounts. Delight your prospects with a memorable content experience. Focus on the structure, environment and overall experience.
  23. Questions?
  24. Brandi Smith VP, Demand Generation Uberflip Shauna Ward Content Marketing Manager Terminus @wardshn Read our Blog: Executing ABM Across All 7 Stages of the Customer Lifecycle @brandismith01 Download Now: experience-report The Content Experience Report
  25. Thank you.

Notas do Editor

  1. B2B marketers are moving from broad-based landing pages to hyper-targeted content destinations that are served to prospects by real people. All that sounds magically delicious, but what does that actually look like? And how do you make it happen? Terminus, a leading ABM software brand, is actually practicing what they preach. And in this webinar, we'll demonstrate how they're delivering human-to-human engagement at scale. You can then apply those ideas to find your own success with key account engagement.
  2. In an age of instant gratification and customized recommendations, buyers are more self sufficient and their expectations have never been greater. Personalization is no longer a nice to have - it’s table stakes for being successful.
  3. Let’s be honest, B2C companies have figured this out. Take Ikea’s highly experiential store environment for buyers and what it’s like to shop in one of their stores. The setup in the store helps people visualize themselves in the environment
  4. Or Netflix and how they have changed the way you can discover content through an organized structure, making it easy for you to find what you’re looking for
  5. Or even Spotify’s sophisticated AI engine to keep customers highly engaged with personalized music recommendations.
  6. When it comes to delivering a personalized experience, it’s an evolve or die situation. It’s what separates the winners from the losers. Netflix has become a $152B company with 135M customers while its counterpart filed for bankruptcy in 2010.
  7. This is where Brandi introduces Terminus Our B2B buyers expect a Netflix or Spotify style purchase experience. Let’s be honest, the whole Hi, first name isn’t fooling you or me these days. So how are B2B marketers delivering similar experiences today? And how successful have they been in doing so? That’s why I’m super excited to bring on Shauna Ward, Content Marketing Manager at Terminus who is here to share all of her organization’s lessons, failures and successes in becoming a B2B brand who prioritizes their level of personalization and demand their prospects receive real human-to-human engagement. Shauna, over to you!
  8. Terminus is an account-based marketing platform, so we’ve really been invested in ABM from day one - but to be honest, there’s been a learning curve for us. As Brandi said, a huge part of good marketing is creating a personalized experience for every single buyer at every target account. In some ways, we were really good at this. Our sales team was personalizing their emails and phone conversations. On the marketing side, we were creating relevant content for each target segments. But we still struggled with some key pieces of the content and ABM puzzle. First, our sales team struggled to find relevant content for their prospects. We had a lot of content — like, seriously, a lot. But still, I would get multiple people coming up to me every day asking, “Hey, do we have anything about ABM for enterprise companies?” or “Where can I find that webinar from last week?” And that’s a little demoralizing as a content marketer, because we spend so much time writing and creating content, updating the sales team when it goes out, and distributing it to our audience. But in the end, if it doesn’t live in one centralized place, no one’s going to use it. And that was the case for us - all our content was scattered around Google Drive, people’s desktops, and our website. The second biggest challenge was that we had no way to track what content our sales and customer success teams were using. It’s one thing to ask them what content is resonating with their accounts. But without a quantitative way to measure that, we couldn’t really tailor our content strategy to our target accounts the way we wanted to. And then perhaps our most daunting challenge was scale. How could we scale personalized experiences for our target accounts? This was a question we wrestled with for a long time, and on the next slide, I’ll show you our first attempt at solving it.
  9. Now, let’s take a look at our first attempt at orchestrating a personalized content experience, pre-Uberflip. In Q1 of this year, our marketing team was running 1-to-1 account-based advertising campaigns for target accounts that had open opportunities. These were high-priority accounts, so we used their logos in the ad creative, and we drove them to personalized landing pages with content we felt would resonate with them based on their industries and pain points. But this process was honestly a huge pain in the butt. It took around 30 minutes to create each landing page — which isn’t a lot on its own, but it adds up fast! Torrey, our Director of ABM, was literally coming into the office on Saturdays and spending his days off building these. Another challenge - The fact that we were creating these within our marketing automation platform also made it difficult for our AEs to contribute to the process and get visibility into the results.
  10. Another problem we ran into was our sales team storing files on their desktop or personal Google Drive. They would end up using out-of-date content, and sometimes even going rogue and updating the content themselves. Our sales reps are very good at their jobs, but let’s be real - they’re sellers, not content marketers or graphic designers. There was no version control, no way to see what they were using, when, and with whom. And there’s another challenge here. We heard from our reps that they were pretty much using the same 3 to 5 pieces of content with every person they spoke to. They would tailor their conversations and their emails and their demos - but when it came to content, they stuck to a few old favorites that they’d downloaded a long time ago. So our audience was missing out on a lot of great content.
  11. Now, how did we solve for this? I want to take a step back and look at what our overall tech stack looks like today. This isn’t every single tool we use, but it does give a good overview of how we execute ABM. There’s this perception that ABM is complicated. But in reality, it’s actually very simple. We use what we call the TEAM framework for ABM as sort of guide rails to help us plan and execute our programs. TEAM is an acronym where… T stands for target. These are the tools we use to build and segment our target account lists, and build out our contact database. E stands for engage. This is where the real magic happens - where you’re driving meaningful engagement with the entire buying committee at your target accounts. This is where we added Uberflip to our tech stack to solve for our content challenges. A stands for activate. This refers to using account insights to trigger your sales and customer success teams to reach out to the right people at the right time. M stands for measure, which is of course critical to any marketing strategy, not just ABM, but we’re really shifting to a new set of account-based metrics that I’ll talk more about later. It’s important to remember that this framework isn’t linear, so we’re in a constant feedback loop between marketing and sales and even our customer success team as we work our target accounts. And our tech stack is what’s helped us scale this process.
  12. Let’s dive a little deeper into that ENGAGEMENT phase of the framework. This is how we use technology to engage our target accounts. Start by running Terminus ads and Marketo nurture campaigns. These will launch at the same time, they’ll have cohesive messaging, and they drive to ungated content in Uberflip - in other words, content that’s not hidden behind a form. Marketo emails go to contacts in our database, but as we all know, you’re rarely going to have permission to email all the decision-makers at each account. To solve for that, we use our own Account-Based Advertising solution in Terminus to get full coverage of those people we can’t email. After 2 weeks of pretargeting, SDRs reach out via SalesLoft cadences. Meanwhile, we’re still running ads and nurture programs. SDRs send personalized Vidyard videos and Uberflip Sales Streams with curated content, all via SalesLoft. Keep in mind that this is our acquisition flow - for net-new accounts. ABM is not solely an acquisition strategy - it’s a lifecycle growth strategy. Our ABM flow can look a little different when we’re trying to revive dead opps, expand within existing accounts, and so on. And then we’ll also drop in other engagement points when the time is right - like direct mail via Sendoso, for example.
  13. So, Uberflip - how do we use it? On a basic level, it serves as our resources section on our website. We house all our content there and organize it by use case to make it easy for website visitors to find. But what I’m going to talk more about is that orchestrated experience - how our marketing and sales teams work together to deliver the right content at the right time. Uberflip also makes it really easy for me to organize content in a way that’s intuitive for our reps. I’m going through and tagging everything with: the stage of the funnel it’s relevant to the buyer persona company size and so on So on the back end, our reps can go in and quickly find content for each person they’re talking to.
  14. I’m really excited to share a few specific campaigns we’ve created using Uberflip. This is a campaign we launched earlier this year to announce our integration with LinkedIn. Goal: Generate awareness among net-new target accounts, open opportunities, and existing customers. And we all know the importance of multichannel engagement - so we also cohosted an event with LinkedIn in San Francisco and invited our top accounts in the area, and we sent a traditional product announcement email and ran some more traditional ads to create buzz - but the focus was on engaging our target accounts Ads drove to Uberflip landing page with promotional content about the integration, educational how-to do ABM content, and a LI-specific CTA to schedule a demo and learn more Because this was a larger scale campaign, it wasn’t quite as personalized - but it was still very targeted. And it only took us a few minutes to spin up.
  15. Here’s a campaign we just launched in October - you’re getting a behind the scenes peek at our current marketing strategy Audience - List of around 100 accounts that are already doing ABM but aren’t yet using Terminus. We used intent data to find high-fit companies researching us and/or competitors. Content - Article that speaks to challenges with ABM + how Terminus helps solve them. This is the first in a series of ads they’ll receive. They’ll receive new ads with new messaging + content every 2 weeks - each one speaking to a different challenge. Meanwhile, sales outreach (after 2 weeks of ads) + marketing emails to known contacts
  16. Here’s an example of a 1:1 campaign we ran. We were already doing business with 3 business units within Salesforce and wanted to expand to more. We usually focus our efforts on accounts that we know are in-market, which we do using predictive and behavioral data, but with key logos like Salesforce, we’re willing to expend some more resources to create that awareness. And here’s an interesting stat for you from Heinz Marketing: 84% of B2B decision makers start the buying process with a referral. So we thought, hey, let’s show them the success that other teams within Salesforce are having with our platform. We worked very closely with Chris, the rep who owns the Salesforce accounts, to build this out. The overall campaign included: Targeted ads Custom content Direct mail Marketing emails And obviously, sales outreach from Chris We called this out in our ads and even spoke directly to Salesforce - and these ads drove to a 1:1 landing page we’d built in Uberflip. This is similar to what we were doing back in the day, with those landing pages that took us 30 minutes to build - but now we’re doing it in under five minutes. This content stream includes: Custom content we created just for them - we wrote and designed a case study PDF that outlines how their peers at Salesforce are using Terminus and how they can too. This wasn’t just putting their logo on it - it was really creating brand new content. Customer testimonial from a Senior Marketer at Salesforce Handpicked content that speaks to their challenges
  17. But the coolest part is that sales doesn’t even need our help to create streams of content that are on-brand and match our website. Uberflip really gives them everything they need to hyperpersonalize the sales process. Here’s a stream that Eunice, one of our sales development reps, made for one of her target accounts. She was able to quickly spin up a personalized video in Vidyard, drop it into the uberflip experience, and pick relevant content to go with it (by browsing content tailored toward that buyer persona and company type). So she created this interactive 1:1 experience in just a couple minutes - super scalable! Solution = Uberflip Broke down the content by use case, persona, format, etc. Easy way to find content (internal library, not just external) Chrome extension that lets them create and send personalized content streams right from their inbox Personalized video Personalized Uberflip stream with targeted content - we also just started testing including these videos in the stream itself Accounts are warmed up with ads before SDRs reach out Also a quick and easy way for sales to see what content is resonating the most with our audience - they can run their own informal A/B tests without the help of marketing
  18. So how do we drive people to these content experiences? Our reps use Uberflip’s Chrome Extension to drop this little tile into their email that visually mimics the experience of the page they land on. The best part is that they can build streams right from within the extension, so they never have to leave their inbox. No more: Questions like - What content do we have? What content works best for this industry? Emails that are sea of blue links - not pretty, don’t get great results Also a quick and easy way for sales to see what content is resonating the most with our audience - they can run their own informal A/B tests without the help of marketing.
  19. I mentioned before that we measure success differently with ABM than we would with other marketing strategies, like inbound. Instead of just looking at leads, we’re looking holistically at each account and each segment of accounts. Leading KPIs- How do we know if it’s working right away? Account engagement rate Shows the percentage of target accounts engaging w/ us in any capacity, online or offline We particularly look at website visitors and how they’re engaging with content Traditionally, marketers have only been able to measure what known contacts are doing on their website - but we actually use our own platform to understand how anonymous visitors are engaging. We use a sophisticated version of reverse IP lookup to match visitors to the companies they work for, and then all that data rolls up the account level so we can look at how much of the buying committee is engaged, even if they don’t fill out a form. And that’s the graph you’re seeing to the right - the green shows ad impressions served to one account, and you can see the number of web visits spiked after about a week of seeing those ads that drove to an Uberflip landing page. Meaningful engagement - when is an account sales-ready? This goes back to that spike in engagement. Of course, just because someone visits your site doesn’t mean they’re ready to talk to sales. In the past, marketers have used lead scoring to figure out when a lead was ready to pass on to sales - but lead scoring isn’t great because it assumes all leads are the same, and it doesn’t allow for that nuance that comes when you’re selling to different company sizes, different buying committees, etc. So we also use our own tool to measure when our accounts are spiking in engagement on high-value pages. We can automatically trigger an alert to the account owner when they hit a threshold of engagement that’s significantly higher than their past engagement. That’s what we mean by the ‘A for Activate’ in TEAM. it’s very individualized to each account. Here’s an example: if we know that 3 people from an account are reading our blog on a weekly basis, that’s good to know, but it’s not super meaningful. But if the next week, 4 people visit multiple product pages, that’s meaningful. And it looks at the whole account, not just one lead. Leads - I once wrote a white paper about how leads are dead, but I take it all back! Leads in ABM are important when they come from your best-fit accounts. So we do measure overall inbound leads, but more importantly, we look at the number of leads generated within our target accounts. Downstream KPIs - Funnel metrics Conversion rates throughout the funnel - We measure this for different account segments to see how they’re tracking in comparison to one another. So we might look at how ENT account are converting vs. midmarket accounts. Pipeline and revenue - These should be a given for any marketing strategy, account-based or not. This is another place we use our own product to track every interaction we have with every person at each account - and then we can see the dollar amount that each touchpoint influenced.
  20. - Sales adoption - it’s hard to get sales to adopt any tool, but we have great adoption rates with Uberflip. - Engagement rate after ungating: based on contacts already in our database who received long-form content via email. Instead of sending emails that drive to a gated landing page, we send people to ungated content instead. Instead of alerting sales when they download something, we’re activating sales when they actually engage - like maybe when they get to the 4th page of an e-book. This has more than doubled engagement rate with key pieces of content that we know have an impact on the decision-making process. - 27% of our target accounts this quarter have engaged with our content - and it’s only November! - 24% of revenue in Q3 attributed to content - and this number stays roughly the same no matter which attribution model you use, which is awesome to see. It means our content isn’t only impacting one stage of the customer lifecycle, but it’s actually influencing revenue at throughout an account’s buying journey.
  21. Brandi talk to our mutual customer validating the two platforms