1. ABM: How to
Reach & Engage
Hard-to-Reach,
Global Buyers
Copyright © 2017. Kwanzoo, Inc. Confidential – Do Not
Kelly J. Waffle
VP, Marketing & Partnerships
June 6, 2018

2. Why Me?
I offer a multi-faceted view of ABM based on years of experience:
 Heading up corporate marketing departments and overcoming the challenges
of Demand Generation, Branding, and ABM (Corporate Marketing)
 Leading marketing consulting groups implementing ABM and Demand
Generation strategies and processes (Marketing Consulting)
 Creatively generating demand or brand as a creative director and copywriter
at marketing agencies (Agency Leadership)
 Developing marketing automation programs – winner of both Eloqua “Markie”
award and Marketo “Revvie” award (Marketing Automation Practitioner)

3. Your ABM Journey Begins…
 Define ABM Goals & Strategies
 Identify & Prioritize Target Accounts (data,
modeling, etc.)
 Determine Best Channels
 Define Personalized & Effective Messaging
 Execute ABM Campaign
 Measure, Evaluate, & Optimize

4. Dream: Reach and Engage With
One of Your Targets—Globalcorp
 VP, Marketing
 Toronto

5. Reality: At Least Six Other Targets Are
Involved in the B2B Purchase Decision
“The average number of customer
stakeholders involved in a B2B purchasing
decision is 6.8.”
Brent Adamson
Author
The Challenger Sale
The Challenger Customer

6. Reality: Globalcorp Has a Buying Group*
of Eight for Your Purchase Decision
 2 VPs in Toronto
 1 VP in Denver
 1 Sr. Director in London
 1 Director and 2 Sr.
Managers in
San Francisco
 1 VP in Tokyo
*SiriusDecisions calls this group a “demand unit.”

7. Some of the “Best Channels” to Help You
Reach Your Destinations
 Email Marketing & Marketing Automation
 Trade Shows, Conferences, & Sponsored Events
 BDRs & SDRs
 Direct Mail & Executive Gift Boxes

8. Email Marketing & Marketing Automation
 281 billion emails per day will be sent and
received in 2018 (Radicati Group)
 Only 24% of sales emails are opened (HubSpot)
 The average email click-through rate across
industries in 2017 was 4.19% (SmartInsights)
 The average person deletes 48% of the emails they
receive every day. This task takes them just five
minutes. (HubSpot)

9. Trade Shows, Conferences, &
Sponsored Events
• On average, floor space costs $22.32 per square foot (Tradeshow Institute)
• The industry average to purchase individual portable trade show booths is $100-$150 per
square foot (E&E Exhibit Solutions)
• Exhibit rentals are about 35% of the hardware purchase cost (E&E Exhibit Solutions)
• Expensive considerations: freight, drayage, rentals, carpeting/flooring, electricity, Internet,
installation/dismantling labor, A/V equipment, travel, and more.

10. SDRs & BDRs
 It takes 18 or more dials to connect with a
prospect over the phone and call-back rates are
below 1%. (TOPO)
 The average Sales Development representative
makes 46 calls a day. (The Bridge Group)
 Teleprospectors make between 100 and 500 calls
for every lead they qualify. (SiriusDecisions)

11. Direct Mail & Executive Gift Boxes
• The average rate of return on direct mail campaigns
is generally 0.50% to 2.0%. (JWM Business
Services)
• Factor in list, creative, offer, printing, shipping, and
other costs and direct mail is more expensive than
any other promotion tool available out there.
(FrescoData)
• Wrong street numbers or names and mismatched
city, state and zip codes are direct mail issues. Every
mislabeled mailer is wasted expense. (AZCentral)

12. Reaching the Hard-to-Reach Buyer Tip:
Leverage Display Advertising & Retargeting
 Display ads are more suitable for long
sales processes than for selling high
volumes. (NIBusinessInfo)
 41% of people between 18-29 years
old say they use ad blocking software.
(Adobe)
 The average click-through rate for
display ads is 0.07 percent, while the
average click-through for retargeted
Ads is about 0.7 percent. (Invesp)
 46% of search engine marketing
professionals believe retargeting is
the most underused online marketing
technology. (Invesp)

13. Advantages of ABM Display Advertising
& Retargeting
 B2B Audience Segmentation – Submit a list of accounts and see what kind
of reach you can have before you run a program.
 ABM Program Baselining – See which accounts are and are not visiting your
website before you run a program. Where do you need more air cover?
 Global Coverage – Reach target decision makers around the world through
IP- and cookie-based targeting
 Depth of Targeting – Target via job function, persona/job interest, job
level/job title, event attendance, partner or competitor following, etc.
 Program Integration – Tie marketing automation and display advertising
activities and data together for retargeting, etc.

14. The “ZeroTouch to Close” B2B Marketing
& Sales Process
The “ZeroTouch to Lead” phase requires a platform that enables reaching and engaging
buyers at target accounts, prior to them identifying themselves and/or engaging with the
brand through any digital channel.

15. Accelerating From ZeroTouch to an
Opportunity

16. Reaching the Hard-to-Reach Buyer Tip:
Focus More on the ZeroTouch to Lead Stage
How many hard-to-reach
buyers never make it to
the lead stage due to a
lack of interaction or
engagement?

17. Reaching the Hard-to-Reach Buyer Tip:
Marketers Must Become Part Data Scientists
 Get better at understanding data,
identifying intelligence, and
gleaning insights.
 Ask yourself “why” and dig for the
answers.
 Keep current with the type of data,
reporting, and analytics out there.
Let’s look at a few types of reports…

18. Through ABM Program Baseline Reports, See
Which Accounts Are/Aren’t Visiting Your Website.

19. Account Coverage Report: Matched list of
accounts that are reachable via Oracle B2B
Through ABM Program Planning, Discover
If You Can Reach Your Targeted Buyer

20. See Which Accounts Are Seeing Lift in Ad
Clicks and Website Visits
Get week-by-week metrics on unique accounts engaged or ads
served, drill down into specific accounts

21. Arm Your Sales Teams with More Insights on
Hard-to-Reach Buyers
Key Sales Questions
Answered
▪ Who is coming?
▪ What are they doing?
▪ How should sales prioritize
accounts?
‘Visitor Journey’ tracks each buyer
Arm Sales with the both account and individual
buyer insights. .
Copyright © 2018. Kwanzoo, Inc. Confidential – Do Not Distribute.

22. US
Segments:
Geo Region
Intent Filters
Industry
Company Size
etc.
US
Segments:
Geo Region
Intent Filters
Industry
Company Size
etc.
UK
Segments:
Geo Region
Industry
Company Size
etc.
APAC
Segments:
Geo Region
Intent Filters
Industry
Company Size
etc.
US
Segments:
Geo Region
Intent Filters
Industry
Company Size
etc.
EU
Segments:
Geo Region
Industry
Company Size
etc
Audience Verification
1st Party Customer
Cookie Data
Reporting
Post Campaign Data
DSP Logs, etc
Use Campaign Optimization & Audience
Verification to Optimize Programs

23. Advanced Optimization: Go Beyond Account Segments, and
Personalize Your ABM Ads to Individual Accounts or Buyers
Rule
1
Rule
2
Rule
3
Rule
4
Personalize Ads to
Known Contacts in your
MAP
Personalize Ads to Target
Accounts using Cookie or IP
data
Personalize Ads using
information in the Referring URL
of your Ad
Default Ad using In-Banner Form for
Net New Prospects (Anonymous)
Copyright © 2018. Kwanzoo, Inc. Confidential – Do Not Distribute.

24. Reaching the Hard-to-Reach Buyer Tip:
Learn, Apply, & Optimize
No matter how hard you
try, you are not going to
engage all of your
targeted accounts and
contacts in one program.
Glean insights and apply
to your next program.

25. Key Takeaways to Reaching
Hard-to-Reach Buyers
 Use an integrated, cross-channel ABM approach – “Fishing Lures”
 Use both display advertising & retargeting – “Fishing Line & Lure”
 Realize and leverage the power of data
 Personalize your ads & other channel tactics
 Learn, apply, & optimize

26. Free, 90 Days of ABM Baseline Reporting

27. Kelly J. Waffle
VP, Marketing & Partnerships
Website: www.kwanzoo.com
LinkedIn: https://www.linkedin.com/in/kellyjwaffle/
Twitter: @KellyJWaffle
Thank You for Joining Me
Today…