Start focusing your efforts on accounts most likely to generate revenue, known as account based marketing (ABM). In this webinar you’ll learn how to:
• Discover successful strategies and how you can implement them into your own campaigns to boost ROI
• Use data to target key accounts
• Shorten the sales cycle and expand deal size using real time personalization
• Boost revenue by aligning sales and marketing efforts
Are you looking to incorporate account based marketing into your mix? Find out how ZoomInfo can help: http://bit.ly/1pQtQ4Q
Secrets of Personalization Revealed: How Citrix Cracked the Code on Personali...
The ABCs of ABM (Account Based Marketing) - Webinar
1. DAN – can we add the ZoomInfo logo to this and
make the header image that you created take up
this entire slide and include the following copy on it
in addition to what you already have?:
www.zoominfo.com
Ned Leutz, Data Expert
Ned Leutz, Data Expert
www.zoominfo.com
www.zoominfo.com
3. www.zoominfo.com
About Ned Leutz
• Data expert at ZoomInfo for 5 years
• Works with top clients to support
their ABM strategies
• Die hard Boston sports fan
4. www.zoominfo.com
1. Have a question? Ask us on
Twitter using #zoominfoABM
2. All attendees will receive a
free copy of the slide deck
FAQs
6. Account Based Marketing (ABM)
The focus of aligning sales and marketing efforts on
the accounts most likely to generate revenue or
meet other strategic goals
www.zoominfo.com
9. Defining Personalized Messaging
www.zoominfo.com
Map content to your buyer
personas and different
stages in the funnel
Awareness
Consideration
Education
Purchase
19. Increased Revenue
• 67% of people find content targeted
to their job function valuable (Source:
Marketing Sherpa)
• Leads who are nurtured with targeted
content produce a 20% increase in
sales opportunities (Source:
DemandGen)
• Personalized emails improve click-through
rates by 14% and conversion
rates by 10% (Source: Aberdeen)
www.zoominfo.com
24. www.zoominfo.com
Challenge
• Hard time identifying
IBM resellers in
North America
• Lack of centralized
data set
• Spending too much
time researching
25. www.zoominfo.com
Solution
ZoomInfo helped Marketing Advocate:
• High quality contact information
• Identified individual stakeholders
from targeted accounts
• Multi-touch nurture campaign
• Sales direct outreach
26. www.zoominfo.com
Results
Using ZoomInfo, Marketing Advocate:
• Increased deal size by 80%
• Closed deals in 45-90
days using ZoomInfo vs.
180 days from other lead
sources
• Saw a 188% ROI within
the first 4 months of
launching the initiative
27. www.zoominfo.com
Key Takeaways
• Sales and marketing must collaborate
• Tools and processes are key to your success
• Analyze, measure, rinse and repeat
Hello and thank you for joining us for The ABCs of Account Based Marketing webinar.
If you’re not familiar with ZoomInfo, we’re a B2B database software company that delivers business data to supercharge marketing campaigns and sales outreach.
Ned Leutz has been a data expert at ZoomInfo for the past 5 years.
He works with our top clients to support their account based marketing strategies and is a die hard Boston sports fan.
If you have questions throughout the webinar, please ask them through the GoToWebinar platform or tweet using the hashtag zoominfoABM.
All attendees will receive a copy of the slide deck following the webinar.
Talk about the goal, which is revenue efficiency.
Where to start: How do we know which accounts will generate the most revenue?
Customer Purchase History
Sales Feedback
Named account lists
Account profiles
Firmographics: Industry, location, revenue, company size, technologies
Behavioral: Buyers journey and persona
Customers reported being nearly 60 percent through the sales process before engaging a sales rep, regardless of price point (http://www.forbes.com/sites/gyro/2013/01/07/the-disappearing-sales-process/).
One size doesn’t fit all
Figure out which channels are most successful and then optimize on that
Which channels are these buyers influenced by?
Email
Social media
PPC/advertising
Traditional marketing (events, magazines, snail mail)
Data Resources: Relevance, intelligence, segmentation
Plug ZoomInfo
- Plug ZoomInfo/Data Analysis
- Feedback must go both ways
- Marketing can help sales find bigger opportunities based on history of buyer data (buyer behaviors, firmographics, etc.)
- Marketing listen to sales to define account based marketing
- Marketing needs to keep sales honest with reporting
- You need to know all there is to know about your target buyers and accounts. “If there are two sales reps competing for the same piece of business, the one who has intimate knowledge of the customer will almost always win.”
Focus spending on target accounts
Marketing needs to support sales initiatives by providing offers, templates, ads, sales enablement software (Brainshark), etc.
Marketing needs to provide sales the intelligence, training, and warm up the conversation for sales into these accounts
*Add photo that represents “sales enablement tools” or “nurturing leads”
Marketing needs to measure, analyze, and report back on performance in the target markets/accounts in order to adjust and shift to capture the most revenue in the most efficient way
- CRM: Intelligence, measurement, automation
- Marketing Automation: Delivery, measurement, automation, capture
- Web Analytics: Capture, measurement
- Personalization Software: Relevance
- Business Intelligence Software: Measurement, segment
*Add photo that represents measurement
- Buyers are more likely to read content and take action when it’s highly targeted
Buyers are more likely to read content, engage, and take action when content is highly targeted
- Your ABM strategy should be directly correlated to a business objective (typically revenue growth)
- This will come from closing the same number of deals at a higher dollar amount or just more deals
Your ABM strategy should help you get there and improve revenue efficiency
- Hard time identifying IBM resellers in North America
- Sales spending too much time manually researching
- Lack of centralized data set of target companies to focus on
Using ZoomInfo, Marketing Advocate was able to:
- Quickly identify a high quality list of contacts
- Get information on individual stakeholders from target accounts
- Develop a multi-touch nurture campaign with targeted content for IBM resellers
- Pass leads onto sales and at the same time, sales was directly prospecting these target contacts
High quality contact information
Identified individual stakeholders from targeted accounts
Multi-touch nurture campaign
Sales direct outreach
- Using ZoomInfo, Marketing Advocate saw these results (plug ZoomInfo)
With a successful strategy, you’ll see:
- An increase in revenue efficiency
- Alignment of business goals with sales and marketing