3 Steps to ITSM Success: How to Deliver Lasting Business Value
5 Steps to Account-based Marketing Success
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Transcript of 5 Steps to Account-based Marketing Success
ABM Opportunities
PointClear, LLC Confidential 2017
Marketing/sales alignment
Higher close rates
Greater customer intimacy
More customer advocacy
Bigger deal sizes
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ABM Challenges
PointClear, LLC Confidential 2017
Segmentation processes have to be
in place
Formulaic or single media programs don’t
engage
Targeting is tough (there are
no good lists)
Campaign thinking doesn’t work
Up-selling can’t be ad hoc
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ABM Defined
PointClear, LLC Confidential 2017
Account-based Marketing is a strategic approach that coordinates personalized marketing and sales efforts to open doors and deepen engagement at specific accounts. It is a different approach to marketing
engagio.com/account-based-marketing
ABM is a strategic approach that combines targeted, insight-led marketing with sales to increase mindshare, strengthen relationships, and drive growth in specific new and existing accounts
itsma.com/abm
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ABM Defined
PointClear, LLC Confidential 2017
Strategic
Markets of One
Highly Customized
Personalized
All Media
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How ABM is Used
Acquiring new clients Nurturing longer term opportunities Following up on events Mapping touch cycle to actionable latent pain Expanding enterprise accounts
PointClear, LLC Confidential 2017 6
ABM Fallacies … and Truths
Fallacy Outbound sales is a manual process of calling and/or emailing prospects while ABM is automated so messages reach buyers on their schedule, not yours
TruthOutbound activity is an intricate part of the ABM process, providing the opportunity for real dialogue and relationship building
Outbound and ABM are not mutually exclusive
PointClear, LLC Confidential 2017 7
ABM Fallacies … and Truths
PointClear, LLC Confidential 2017
FallacyMA targets individuals while ABM uses IP addresses to target accounts
TruthABM uses all information available about a potential customer—IP addresses, yes, but also personal conversations via phone, social media research, analyst reports, competitive studies, etc. to target, segment and progress the prospect through the funnel
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ABM Fallacies … and Truths
PointClear, LLC Confidential 2017
FallacyCold calling is a far cry from intentional, planned, coordinated and personalized ABM
TruthABM works because it uses all types of touchpoints including intentional, planned, coordinated and personalized “cold calling” or teleprospecting
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ABM Fallacies … and Truths
PointClear, LLC Confidential 2017
FallacyA 5 minute response time increases the probability of closing 100x
50% of buyers choose the first vendor to respond
TruthWhile response should be rapid, the dynamics and complexity of a strategic enterprise deal are very different from a commodity sale
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ABM Fallacies … and Truths
PointClear, LLC Confidential 2017
FallacyABM is complex and requires technology investment
TruthIt doesn’t take complicated rules and roles to accomplish ABM goals—just a straightforward approach to selling to markets of oneWhile CRM, MA and other technologies can facilitate ABM, they’re not required
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5 Steps in the ABM Process
1. Define Target Accounts & Identify Key Players2. Segment and Stratify3. Dynamic Engagement & Re-engagement4. Analyze5. Nurture, Upsell, Create Advocacy
PointClear, LLC Confidential 2017 12
Step #1
PointClear, LLC Confidential 2017
Define Target Accounts & Identify Key PlayersUsing firmographic data and business intelligence, prioritize high-value accounts (this could be based on
revenue and margin potential)Map contacts and how decisions are made
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Marketing Equally Sized Samples
Sample Size
Lead Rate # of Leads
200 9% 18
200 7% 14
200 5% 10
200 3% 6
200 1% 2
1,000 5% 50
Step #2
Segment and Stratify
PointClear, LLC Confidential 2017
5% Lead Rate
1,000 Companies
50 Leads
32 leads (64%)= 40% of spend
42 leads (84%) = 60% of spend
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Dynamic Engagement & Re-engagementUse multi-touch, multi-media, multi-cycle processes to multiply results (reduce dependence on digital media)Optimize cadence of dials, voicemails and emails (number of touches and retouch cycle)Map content to audiences of one
Step #3
PointClear, LLC Confidential 2017 15
Step #4
AnalyzeTouches per dispositionLead rateCost per leadCost per Sales Accepted leadLeads proactively rejectedLeads lost in black holeMarketing Qualified to Sales Accepted rateSales Accepted to Sales Qualified rateSales Qualified to Sales Closed rate
PointClear, LLC Confidential 2017 16
Step #5
Nurture, Upsell, Create AdvocacyThe goal of acquiring customers is to retain the business, increase it and maximize lifetime value
PointClear, LLC Confidential 2017 17
Strategies
Identify relevant solutions and communication preferences
Target accounts where awareness should be increased with regular, account-specific information
Establish lead definitions and metrics for marketing to provide leads to sales
Create advocates to drive new business
PointClear, LLC Confidential 2017 18
Benefits (there are tons, but …)
PointClear, LLC Confidential 2017
Benefits Buts …
Increased revenue But It will take timeFewer missed opportunities But Dependent on quality of
database
Increased loyalty But It depends on quality of relationships built
Reduced cost per lead But Not necessarily trueAlignment between marketing and sales But That’s a tall order
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Case
PointClear, LLC Confidential 2017
Standard Approach ABM ApproachObjective Engage a specific role at hospitals with 300+ bedsFocus 7,500 contacts @ 4,200
hospitals803 hospitals with 300+ beds
Directive “Call them all” “Identify decision makers and use a multi-touch , multi-media, multi-cycle process to engage and drive decision”
Cost $172,200 $49,385
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Recap on ABM
Needs top-down commitment Disconnect about IP-based targeting and “using
more digital channels than email or phone calls” Not one size fits all (1:1) The flexibility of teleprospecting makes it an
ideal ABM enabler
PointClear, LLC Confidential 2017 21
PointClear, LLC Confidential 2017
Who is PointClear?
Lead generation, qualification & nurturingResponse management
Market coverage ▪ Market intelligenceStrategic program planning
$15 billionREVENUE FOR CLIENTS.
100%SALES-QUALIFIED LEADS.
1,000,000CONVERSATIONS
20YEARS
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PointClear, LLC Confidential 2017
Thank You!
Dan [email protected]@pointclear.com678-533-2722
www.pointclear.com
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