Webinar: 5 ABM Mistakes Most Marketers Make
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The biggest challenge every marketer faces with ABM is balancing maintaining the campaign’s strategy while keeping sales informed and engaged. This is why we have joined forces with PFL and Dynamic Signal to review the top 5 common mistakes marketers make when rolling out an ABM strategy and hear how to recover from them.
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Webinar: 5 ABM Mistakes Most Marketers Make
- 1. 5 ABM Mistakes Most Marketers Make (+What Dynamic Signal Did About It!) PFL and Dynamic Signal December 19th 2019
- 2. Welcome & Introductions ABM Snapshot The 5 ABM Mistakes We Made How PFL Transformed our Campaign Strategy Q&A
- 3. Marne Reed Chief Evangelist Katie Kelley Senior Associate, Customer Marketing & ABM PFL Dynamic Signal Today’s Presenters
- 4. 4 Get Noticed. Drive Results.
- 5. 5 The Success of ABM Personalized Communications It’s no secret AMB is successful when executed well. Here’s why: • Personalized Communications • Trackable Results • Alignment of Marketing and Sales Trackable ROI Alignment of Marketing and Sales PersonalizationResultsAlignment
- 6. 6 Challenges of ABM Understanding Metrics ABM strategies aren’t easy to execute with success. Here’s why they’re hard: • Understanding Metrics • Multichannel Campaign • Alignment of Marketing and Sales Multichannel Campaign Scaling Campaigns DataMultichannelScaling
- 7. 7 What Are Your ABM Challenges? Understanding Metrics A) Understanding Metrics B) Multichannel Campaign C) Alignment of Marketing and Sales Multichannel Campaign Scaling Campaigns DataMultichannelScaling
- 8. About Dynamic Signal Dynamic Signal is the Employee Communication and Engagement Platform, trusted by world-class enterprise organizations to increase productivity and empower advocacy by informing and engaging employees with timely, relevant content across channels and devices. A Few of Our Customers:
- 9. A Snapshot of Our ABM Strategy a Year Ago Where We Were a Year Ago Impact Analysis End of Quarter Campaign Development Campaign Execution Week 1 Week 3 Week 6-7 Strategic Planning Theme & Messaging SDR Alignment Campaign Stand Up Go Live SDR Follow Up
- 10. The 5 Mistakes We Were Making Campaign Development SDR Alignment AE Partnership Measuring Results Going Beyond Marketing
- 11. Campaign Development Building a Campaign • 100% focused on Marketing objectives Campaign Execution • In-House Operation • Timeline varied between 4-6 weeks Scalability • Lack of resources • Running 1 campaign per quarter, 2 if we were lucky!
- 12. SDR Alignment SDR Organization • 50+ person team located across San Francisco, Chicago, and London • Highly focused on outbound sales Alignment with SDR Outreach • Accounts and prospects were selected by SDRs • Time lapse between SDR’s campaign introduction and execution Workflow • All follow-up was led by the team • Interruption to SDR workflow • Campaigns lived and died with the SDR team
- 13. AE Partnership AE Organization • 25 AEs working across the country (80% remote) Nonexistent Partnership • Lack of metrics and previous mix of inbound leads • Expectation they’d work with the SDR team • Overall lack of transparency with marketing goals
- 14. Measuring Success Metrics • SDR team activity was vital for success • Largest success metric was meetings booked Results • 13% of opportunities created were touched by direct mail campaigns in Q2 2018 • 95% of those opportunities were closed/lost within the quarter Ongoing Impact • No tool to measure the lasting business impact • Lack of consistency in how we were supporting the sales organization
- 15. Going Beyond Marketing Focus • TOFU campaigns • Generating new business deals for the sales team • Consumed with the campaign set up
- 16. Our survey of 575 marketers found that dimensional mail does the best job of representing a company’s brand Source: Multichannel Marketing Report by Demand Metric and PFL, 2019
- 18. True Partnership with PFL • Campaign brainstorms, builds, and timelines • Customer Success and Grizzly teams Tactile Marketing Automation • Gaps in our strategy • Real-time support Scalability • Running 5, soon to be 7, campaigns • Add 1-2 every quarter • 7-8 month timeline Campaign Development
- 19. New Process • Monthly team meetings • SDR Onboarding Campaigns • Dynamic Signal Brochure • Pre-Event Postcard • Post-Webinar & Post-Event Postcards • BBQ Kits Wins • Fastest closing corporate deal • Influenced $1.2M in ARR SDR Alignment
- 20. Team Buy-in AE Partnership “I just walked out of the best onsite I’ve had in my entire Sales career” – VP Enterprise Sales on a meeting book with the BBQ Campaign
- 21. Measuring Success Results • Bizible Implementation • Direct Mail campaigns touch 65% of all opportunities • 52% increase from 2018 • Influenced $2.12M in revenue
- 22. Going Beyond Marketing Supporting Other Teams & Strategies • PFL is used across 3 departments at the organization • Customer Success • In-Funnel Campaigns • Swag • Customer Marketing
- 23. How We Look at ABM Today TOFU SDR Workflow Top-Tier Accounts Webinar & Event Support Persona Targeting In-Funnel Stage 1 -2 Campaign Stage 3 Campaigns Customer Lifecycle Customer Launch Gifts Customer Triumphs Upsell Campaigns
- 24. Interested in receiving our Multi- channel Marketing Report?
- 25. Q&A
- 26. THANK YOU
Notas do Editor
- Thank you and I am excited to have you here today. We are sharing an amazing story about a high performing marketer who is going through transformation and seeing great results.
- My name is Marne Reed, Chief Evangelist and a 17 year veteran here at PFL. I am excited to be joined by our customer Katie Kelley, Senior Associate and Customer Marketing at Dynamic Signal.
- PFL is a marketing technology company that helps marketers cut through the digital clutter by delivering impactful and meaningful messages with Tactile Marketing automation. We do this by integrating with the systems and tools you already use from your marketing automation platform to your CRM, and make sending a postcard or multi-piece dimensional mailer as personalized and timely as digital marketing.
- Slide 6: WHY ABM Personalization Personalization engage customers and prospects on a new level – marketers can change the type of marketing based on the size and industry of the account Allows marketers to target the accounts are the highest priority and tailor messaging that helps them stand out among the clutter Buyers prefer personalized interactions and ABM delivers just that Results Like any marketing strategy – ABM must be trackable. According to the Information Technology Services Marketing Association, 84% of businesses surveyed said that account-based marketing delivers higher ROI than other types of marketing. The increase in ROI comes from understanding your accounts and the marketing channels they best react to and scaling those channels. Alignment No area of the business should operate in a silo. AMB helps the sales and marketing team align on strategy and tactics. When targeting higher value accounts, it’s important to develop a thoughtful approach from marketing and sales that boost engagement and ABM helps you do just that.
- Slide 6: Challenges of ABM Understanding Data - In a world with a plethora of data – how do you combine all of your data sources, make sure they’re accurate, and tell and tell a story with your data? How can you enrich your data in real time? Multichannel Campaign Consistency AMB is most successful when multiple marketing channels are utilized. The maintaining consistency across the orchestration of these channels can be difficult! Scaling Campaigns How do you scale successful campaigns and shut down unsuccessful ones?
- Slide 6: Challenges of ABM Understanding Data - In a world with a plethora of data – how do you combine all of your data sources, make sure they’re accurate, and tell and tell a story with your data? How can you enrich your data in real time? Multichannel Campaign Consistency AMB is most successful when multiple marketing channels are utilized. The maintaining consistency across the orchestration of these channels can be difficult! Scaling Campaigns How do you scale successful campaigns and shut down unsuccessful ones?
- Target buying persona: Communications, Marketing, and IT
- Linear format
- All across the board from campaign development to how we worked with the sales organization, measured results and more
- Campaign Development: How we were approaching a campaign from the very beginning and setting the tone for the entirety of its development
- The level at which we depended on the SDR team to bring success to campaigns and getting the team on board SDR Organization 50+ person team located across San Francisco, Chicago, and London Highly focused on outbound sales Alignment with SDR Outreach Accounts and prospects were selected by SDRs Time lapse between SDR’s campaign introduction and execution
- What we expected of the sales organization in terms of follow up and the relationship we developed between the two departments
- Without a proper way to measure the results, we were left with insufficient understanding of ROI and how to improve our ABM strategy
- The way in which our ABM strategy was structured didn’t allow us to explore the possibility of direct mail expanding to across our organization
- Team Buy-in Scalable campaign for the Enterprise team Expectation they’d work with the SDR team Overall lack of transparency with marketing goals
- Personal Measurement Half the time to stand up campaigns Ease of use
- Triumphs