How VersionOne Engaged with 88% of Target Accounts for ABM
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Jodi Lebow, VersionOne’s Director of Demand Generation and Marketing Operations, shares insights on engaging target accounts for ABM by creating personalized content experiences with Uberflip, and how her team won the SiriusDecisions ABM Program of the Year award.
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How VersionOne Engaged with 88% of Target Accounts for ABM
- 1. 1 Randy Frisch President & CMO Uberflip Jodi Lebow Director of Demand Generation and Marketing Operations
- 2. CMA Pipecon People increasingly expect a personalized experience. The Effect
- 4. CMA Pipecon Content by topic
- 7. CMA Pipecon Has more than 100 million users & 30 million songs
- 8. CMA Pipecon What does this mean for marketers?
- 9. CMA Pipecon Marketers need to align their marketing journeys with consumer expectations.
- 10. CMA Pipecon of B2B marketers anticipate they will create more content in 2018 vs 2017 70% — 2017 Benchmarks, Budgets, and Trends—North America, 2017 Content Marketing Institute What does this mean for marketers?
- 11. CMA Pipecon of content churned out by B2B marketing departments today sits unused. 60–70% — 2014 SiriusDecisions What does this mean for marketers?
- 12. CMA Pipecon
- 13. CMA Pipecon We Need a Framework to Start Marketing Our Content
- 14. CMA Pipecon We need to align content at every stage of the buyer journey Resource Center Account-Based Marketing Campaigns & Microsites Knowledge Base Tailored Content Hub Account Management Prospecting & ABS Pipeline Acceleration
- 16. How VersionOne Engaged with 88% of Target Accounts for ABM Jodi Lebow Director of Demand Generation and Marketing Operations
- 18. ABM is a Journey
- 19. Our ABM Philosophy Not “all ‘bout MARKETING” SDR-Marketing alignment ALLBOUND strategy Multi-pronged approach Tailored and personalized messages
- 21. Our Challenges Delayed engagement “Always on” mindset No central location to distribute content Cumbersome landing pages Scaling personalization = impossible Hard to reach decision makers
- 25. That’s when we met the team at
- 26. “Uberflip helps you tailor content experiences for all of your target accounts at scale, and optimize the entire experience—without depending on IT.” The Best Summary of Uberflip
- 28. Marketing Can Easily Segment Content
- 30. Sales Can Create Relevant Content Experiences for Individual Prospects
- 33. The results we’ve seen with
- 34. 124% increase in lead conversion
- 35. 88% of target accounts engaged with content - 440% over target
- 36. 23% of new enterprise bookings came from target accounts
- 37. The VersionOne Team Received ABM Program of the Year Award from SiriusDecisions
- 38. Bringing it all together...
- 39. Thought Leadership Made Easy Central Location for Content Scale Personalized Experiences Allow Sales to Share Relevant Content Allow Marketers to be Nimble Engaging Event Destinations
- 40. ABM is a journey. Get going, execute, make mistakes, learn, keep going, iterate.
- 41. Where to Start? 1. Align with Sales 2. Understand your Personas 3. Content Audit
- 42. @fishuw www.linkedin.com/in/jodilebow/ Jodi Lebow Director of Demand Generation and Marketing Operations
Notas do Editor
- The new standard of B2B success is based on how well a company uses personalization, coupled with a content experience to find, nurture and and retain customers.
- https://9to5mac.com/2016/06/20/spotify-apple-music-users/
- you and Jenny have a real problem on your hand… you know what though? It’s even more of a problem in marketing almost 7 people will weigh in on deciding if to buy your product or service - how do you cater to all of them??
- Add Logos — set context to those expectations Amazon, Netflix, Spotify, Nike. Before and After: Blockbuster — Netflix, Walmart — Amazon, Starbucks — Nescafe, Agassi Tennnis Shoe — Nike.
- questions???
- questions???
- Stop investing in writing more content, and start investing in the experience in which your content is leveraged
- Journey involves stages - here is our story show a journey - all the stages we use content - show a break in the journey Journey of buying a car? Journey of planning a trip? You need to find out what sites you want, food, museums, hotels, feels daunting - there’s no easy way to find a perfect trip that matches your needs - but what if there was an amazing trip planning company who knew what food you liked, the type of traveler you are, the sites you’d like, and they planned everything for me, ended up having the perfect trip. And that’s exactly what we try to manufacture for people with ABM and getting the write content in front of the right audience at the right time - and also giving them the perfect experience. . any journey - planning a trip, takes so long, and planning that perfect trip - amazing trip planning company, what i cared about what food I liked, and i had this amazing trip fitting all my needs - and it ended up being the perfect trip. And that’s what we try to manufacture for people with ABM… when we do our trips there also content along the way..
- Journey involves stages - here is our story show a journey - all the stages we use content - show a break in the journey Journey of buying a car? Journey of planning a trip? You need to find out what sites you want, food, museums, hotels, feels daunting - there’s no easy way to find a perfect trip that matches your needs - but what if there was an amazing trip planning company who knew what food you liked, the type of traveler you are, the sites you’d like, and they planned everything for me, ended up having the perfect trip. And that’s exactly what we try to manufacture for people with ABM and getting the write content in front of the right audience at the right time - and also giving them the perfect experience. . any journey - planning a trip, takes so long, and planning that perfect trip - amazing trip planning company, what i cared about what food I liked, and i had this amazing trip fitting all my needs - and it ended up being the perfect trip. And that’s what we try to manufacture for people with ABM… when we do our trips there also content along the way..
- ABM is not a campaign, technology, or marketing approach, it is a go-to-market team transformation. ABM requires SDR-Marketing alignment and an ALLBOUND strategy. ABM takes a multi-pronged approach aligned to the buyer’s journey. ABM is not about just technology. You must tackle tailored & personalized messages, content.
- Harder than ever to reach decision makers with traditional tactics Buyers delay engagement with sales team Shift from campaign-marketing to “always on” mindset No central location to store and distribute content Cumbersome landing page development Scaling personalization felt impossible
- Content housed in separate places - all the same content in 3 different places No central location to store and distribute content Cumbersome landing page development
- No way to serve key content pieces for follow up from an event - had to link to each separately One size fits all
- Curate it in various collections
- Content collections with better tracking for event follow-ups restructured nurture campaigns by sending prospects to marketing streams and built out a new way to present their annual report. - event
- Annual report - sharing, constant consumption
- Can talk to our integration with marketo here 124% higher conversion to sales appt Explain why you think you got 124% increase… because of the experience? What is different with uberflip CTA’s rather than landing pages Lead scoring Nurtures
- Our goal was to achieve 20% increase in engagement on our content. We were pleasantly surprised when we engaged 88% of our target accounts
- Sales stream
- House and leverage content assets in one main hub Scale personalized experiences Provide the content that buyers are interested in consuming on their terms Allow sales to engage with prospects and provide valuable content for education and evaluation which they can share in their organization Allow marketers to be nimble and create destinations for events and campaigns
- Journey involves stages - here is our story show a journey - all the stages we use content - show a break in the journey Journey of buying a car? Journey of planning a trip? You need to find out what sites you want, food, museums, hotels, feels daunting - there’s no easy way to find a perfect trip that matches your needs - but what if there was an amazing trip planning company who knew what food you liked, the type of traveler you are, the sites you’d like, and they planned everything for me, ended up having the perfect trip. And that’s exactly what we try to manufacture for people with ABM and getting the write content in front of the right audience at the right time - and also giving them the perfect experience. . any journey - planning a trip, takes so long, and planning that perfect trip - amazing trip planning company, what i cared about what food I liked, and i had this amazing trip fitting all my needs - and it ended up being the perfect trip. And that’s what we try to manufacture for people with ABM… when we do our trips there also content along the way..
- Journey involves stages - here is our story show a journey - all the stages we use content - show a break in the journey Journey of buying a car? Journey of planning a trip? You need to find out what sites you want, food, museums, hotels, feels daunting - there’s no easy way to find a perfect trip that matches your needs - but what if there was an amazing trip planning company who knew what food you liked, the type of traveler you are, the sites you’d like, and they planned everything for me, ended up having the perfect trip. And that’s exactly what we try to manufacture for people with ABM and getting the write content in front of the right audience at the right time - and also giving them the perfect experience. . any journey - planning a trip, takes so long, and planning that perfect trip - amazing trip planning company, what i cared about what food I liked, and i had this amazing trip fitting all my needs - and it ended up being the perfect trip. And that’s what we try to manufacture for people with ABM… when we do our trips there also content along the way..
- Final slide