Improving Customer Engagement with Sales and Marketing Partnership

Improving Customer Engagement with Sales and Marketing Partnership
Improving Customer Engagement with Sales and Marketing Partnership From ABM Strategy to Action and Results
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ABM Co-marketing Partners
Today’s Speakers Brooke Ames Marketing Manager, Prospect and Content Marketing Melissa McCready Sr. Director, Business Intelligence Matt Heinz President and Founder Bethany Perkins Director of Global Marketing
@heinzmarketing What is ABM • A coordinated, integrated go-to-market effort between sales & marketing • An integrated approach to engaging & building consensus amongst the internal buying committee • A proven methodology for increasing velocity & conversion of target accounts
@heinzmarketing#ABMIgnite ABM yourself to get…..ABM?
@heinzmarketing#ABMIgnite Keys to launching ABM 1. Outcomes first (and always) 2. Map the internal buying committee, build consensus 3. Challenge the status quo 4. Securing budget 5. Drive deep coordination with sales
@heinzmarketing#ABMIgnite Defining Outcomes • Revenue growth • Target account efficiency • Opportunity cost • Where is there quantifiable pain right now?
@heinzmarketing#ABMIgnite How others are winning TODAY’S LEADING B2B MARKETERS ARE USING ABM TO: • Increase marketing contribution to pipeline • Improve coordination & efficiency between sales and marketing • Focus marketing on more profitable strategies and tactics CONVERSELY, ANALYSTS CITE EVIDENCE THAT COMPANIES NOT ADOPTING ABM ARE: • Presenting conflicting faces/messages to prospects • Failing to build internal consensus with the buyer • Losing deals to competitors who are more coordinated and effective
@heinzmarketing#ABMIgnite Key benefits by department MARKETING More focused, more efficient, and more connected to revenue IT/OPERATIONS Better coordinated platforms between sales and marketing SALES Greater precision, coordination, and velocity in Target Accounts FINANCE Greater predictability, transparency, and visibility into marketing expense ROI
@heinzmarketing#ABMIgnite Map out each discussion Persona Stage 1 Loosen the status quo Stage 2 Commit to change Stage 5 Justify decision Stage 6 Make final decision Marketing CMO Head of Demand Generation Marketing Operations Event Manager
@heinzmarketing#ABMIgnite Unique perspectives, unique messaging Audience Persona Stage 1 - Loosen the status quo Stage 2 - Commit to change Stage 5 - Justify decision Stage 6 - Make final decision Marketing CMO Traditional demand generation doesn't work for enterprise targets; internal "buying" committee is too complicated for individual-centric marketing campaigns; current marketing & sales systems are too siloed - can't see and impact target account momentum Current tools cannot hit or support enterprise marketing & sales goals for 2017; CEO requires tighter coordination with sales to demonstrate marketing contribution to revenue in 2017; VP of Sales needs tighter coordinated, operational efforts to demonstrate enterprise sales momentum & results Heightens confidence in hitting 2017 enterprise sales number; increases coordination with sales leadership & revenue objectives; allow for more precise marketing to achieve enterprise deals more accurately What is the opportunity cost of not hitting your enterprise sales number?; What is the impact of not aligning enterprise sales targets with relevant/related marketing efforts? Head of Demand Generation Lead response rates are OK but conversion to opportunities are weakening due to lack of internal buyer consensus-building; current tools don't allow for account-centric coordination of marketing activities nor targeting of key accounts more precisely Cannot hit enterprise marketing targets without more precise, account- centric programs; ABM increases your alignment with sales, tie to revenue, impacts how the organization views demand generation in a positive light; ability to measure precise marketing impact on sales/revenue increases dramatically Fishing with nets won't hit the 2017 enterprise sales number alone; Prospects are responding less frequently to siloed messages; failure to engage the entire buying organization will weaken marketing contribution to closed deals What's the opportunity cost of now hitting the organization's enterprise sales number?; What happens if marketing can't demonstrate direct impact on sales pipeline and revenue?; How important are enterprise deals to your 2017 success, and can you achieve them without coordinating an account-based marketing effort? Marketing Operations Complex deals make attribution and coordinating complex deals far more difficult; requests from sales & marketing to coordinate efforts more precisely require more time/resources/custom integration than you have time or resources for Organization requires more enterprise sales, current systems are only individual-based and not account- based; cannot achieve enterprise sales without a different approach to those complex environments; cannot achieve enterprise marketing results without better tools to execute Cannot achieve enterprise account goals without better tools, approach; Alignment of account-based efforts with sales will improve operations coordination, reporting transparency, reduce cost of maintenance of operations efforts Do you have the tools and approach necessary to hit 2017 enterprise sales goals?; Can you current operations investments bridge the gap between sales & marketing effectively? Event Manager Measuring impact of isolated events is difficult; few enterprise deals are sourced or closed by individual marketing events; importance of event role is mitigated and miscommunicated with current siloed campaign structure Account-based approach is proven to put more value on events, especially focused events on enterprise targets; an ABM investment can increase events impact on marketing & sales goals, increase commitment to event strategy growth in the months ahead Cannot demonstrate event's true value & contribution without account- centric approach to marketing Will you lose the impact of events on enterprise sales contribution without an account-centric approach? Will too tight of a focus on individualized marketing reduce your event budget, and neuter its impact on enterprise sales velocity?
@heinzmarketing The buyer’s journey
@heinzmarketing Keys to integrating ABM with your sales team 1. Make sales an early partner & collaborator
@heinzmarketing Keys to integrating ABM with your sales team 2. Execute from a consolidated engagement plan
@heinzmarketing A coordination example • The right person at the right company attends your webinar • How is follow-up different? • Who does it – with what message – in what format and channel? • What next step communication triggers does that imply? • How do you coordinate sales & marketing messages?
@heinzmarketing Keys to integrating ABM with your sales team 3. Develop shared data and insights
@heinzmarketing Buying signals and trigger events • Inventory • Prioritization • Follow-up sequencing
@heinzmarketing Keys to integrating ABM with your sales team 4. Improve your content precision
@heinzmarketing Integrated Plays Cold Outreach • All prospects • Owned by Marketing Give, Give, Get • Clicks from above • Opens from above • Balance from above • Owned by Sales or Marketing Action Required • Offer acceptance from above • Add to pipeline • Owned by Sales 1. Company Intro 1. Personal Intro 1. Deliver Offer/Schedule Call 2. Relevant Experience 3. Unique Point of View 2. Helpful Content 3. Direct CTA • Need/Outcome • Credibility • Trust Validation • Need/Outcome • Credibility • 1x1 • Relevant to them/you • Soft CTA • Demo, discussion, assessment • Whatever is first step of sales engagement • Webinar invite • Passive engagement ~2 weeks ~2 weeks 2 days 3 days 2. Schedule Call follow up 2 days 3. Schedule Call follow up 2 days
@heinzmarketing Tech Stack
@heinzmarketing Management & Measurement
@heinzmarketing Keys to integrating ABM with your sales team • Practice the OODA Loop
@heinzmarketing Keys to better feedback loops • Open communication • Constructive feedback • No defensiveness • Failure is part of the journey!
Q & A
Today’s Speakers Brooke Ames Marketing Manager, Prospect and Content Marketing Melissa McCready Sr. Director, Business Intelligence Matt Heinz President and Founder Bethany Perkins Director of Global Marketing
Thank You!

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