Accelerating Your Buyers Journey with ABM
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LaucnhPoint Webinar featuring Amy Vosko, Director of Demand Generation and ABM for Madison Logic. Published on October 17, 2019
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Accelerating Your Buyers Journey with ABM
- 1. L a u n c h P o i n t W e b i n a r AcceleratingYourBuyers Journeywith ABM OCTOBER 17th 2019
- 2. Proprietary and Confidential | © Marketo, Inc. 2 Amy Vosko Director of Demand Generation & ABM Today’s Speaker
- 3. Today’s Agenda 01 02 03 04 05 06 07 The Forgotten Funnels Sales Alignment How to Get Started Metrics to Focus On Journey Acceleration Wrap Up Q&A
- 4. Proprietary and Confidential | © Marketo, Inc. The Forgotten Funnels 01
- 5. Proprietary and Confidential | © Marketo, Inc. 5 Full FunnelMarketing • Focusing on the full funnel marketing will constantly keep your target accounts and eventually persona engaged and add value to your brand • Positive outcomes from adding value? • Velocity, • Larger Deal Sizes • Stickiness TOFU MOFU BOFU
- 6. Proprietary and Confidential | © Marketo, Inc. 6 What is TOFU? TOFU MOFU BOFU Known Engaged MQL SAL SQL
- 7. Proprietary and Confidential | © Marketo, Inc. 7 Forgotten Funnels:MOFU & BOFU Discovery Demo Product Evaluation (Fit) Negotiation Verbal Agreement Closed One TOFU MOFU BOFU
- 8. Proprietary and Confidential | © Marketo, Inc. 8 Why it’s a Challengeto Address the ForgottenFunnel Bandwidth Technology Alignment
- 9. Proprietary and Confidential | © Marketo, Inc. 9 How Sales Plays a Role in The Forgotten Funnel 9 Often the handoff between the of funnel and bottom of funnel are lost, forgotten or simply not explicit
- 10. Proprietary and Confidential | © Marketo, Inc. 10 How You Can Start Small Outline your target accounts, then what do you want to say, through-out the funnel. Even starting with one new content when they shift position is great to start. Decided how, when and who will visit the inbox? Sales, marketing?
- 11. Proprietary and Confidential | © Marketo, Inc. 11 Focus on thewho? And thewhy you will come • ABM is meant to focus on the who first, then the “why you” • Madison Logic Platform and Marketo ABM Essentials features are two promoters of holistic ABM approaches to pull all of your data into one place and then action on that data • Let technology be your tool. Let it work for you.
- 12. Proprietary and Confidential | © Marketo, Inc. 12 ContentShifts– Concept of ChangingYour Messages Why do we want to change messaging? • Freshness, Relevancy, • It’s all about engagement. Engagement leads to education and higher lead and account scoring, and helps sales be operationally ready to talk.
- 13. Proprietary and Confidential | © Marketo, Inc. 13 Whento SwitchGears • After key content is downloaded— complimentary content • After the discovery call is booked— emails, content and ads about who your company is • After a webinar or event registration • If your intent data shows a change Transition…
- 14. Proprietary and Confidential | © Marketo, Inc. 14 Tactics to Use When SwitchingGears • Use your CRM, ABM Tech (like ML) and MAP to help you identify stage changes • Marketo Engage or even ABM Essentials. • Build out a smart campaign to ring fence people and accounts who are moving from one stage another. • Then use that segmented audience to transition into new content via email, display and even lead gen. • ML Journey Acceleration™ helps me automatically and dynamically do some heavy lifting.
- 15. Proprietary and Confidential | © Marketo, Inc. 15 G e t t h e r i g h t m e s s a g e t o t h e r i g h t p e o p l e w h e r e v e r t h e y a r e i n t h e f u n n e l . Journey Acceleration DynamicTargeting:Target and segment prospects using CRM, MAP, and data from 22+ sources. Messaging: Continuously engage target prospects with relevant content and the right messaging strategy throughout their journey. Acceleration: Speed the buying committee to close by automatically moving prospects into the proper media and content programs. Acquire Nurture Accelerate Grow 1 2 3 4
- 16. Proprietary and Confidential | © Marketo, Inc. 16 Sales and Marketing Alignmenton JA
- 17. Proprietary and Confidential | © Marketo, Inc. 17 M a r k e t o , a n A d o b e C o m p a n y h a s o u t l i n e d a g r e a t w a y t o t h i n k a b o u t m e a s u r e m e n t T h i s i s a n e x c e l l e n t w a y t o s e t e x p e c t a t i o n s a n d t h i n k a b o u t s u c c e s s t h r o u g h t h e e n t i r e f u n n e l KPIsand Pullingit All Together
- 18. Proprietary and Confidential | © Marketo, Inc. 18 Wrap Up Find a way to identify what type of messaging makes sense at each stage of the funnel Work closely with your sales teams to partner on outreach. Set realistic KPIs initially. Engagement is what you are going for. Get those scores moving. Use your technology to aid in automatic dynamic changes.Work smarter not harder.
- 19. Q&A
Notas do Editor
- Focused Investments Track Record of Delivery Innovation
- How do you deliver value? We think the answer for marketing boils down to three simple rules: Listen, Learn and Engage. To win, you need to change your paradigm: Start listening to each individual customer across every touchpoint, Your marketing channels: web, mobile, ads, social email, SMS, events, etc. All your organizational touchpoints: Sales touches, Services touches, Operations like billing or fulfillment, how people are actually using your products Business technologies across your organization that provide insights about your customers Imagine what it would be like to have all of that data in a single hub – where you could have a 360 degree view of your customer. 2. Learn what they want, and When you look at all your customer information, what picture does it paint about your customers? What topics do they care about? What channels do they use? How often do they want to hear from you? 3. Engage them wherever they are, whenever they are ready, with the perfect message for that moment. This is relatively easy to do with 10 customers. But to scale the formula to thousands or even millions, across individual touchpoints and over each customer’s lifetime… you have to have technology. Luckily, technology has evolved to help you keep up with expectations. You have to transform your processes and even your culture to start with the individual customer in mind. And while transformation is a not always easy, you can minimize the complexity with a platform approach to customer engagement that seamlessly brings together the right customer data and touchpoints and content.