ABM & Storytelling

How to cut through the noise at scale

#TheSecretArmyBook

It’s very, very noisy out there

85% of marketers that measure ROI say that ABM initiatives

outperform other marketing investments — and 50% of those say the difference is significant

(ITSMA)

84% of marketers said that ABM had significant benefits to retaining and expanding

existing client relationships

(Alterra Group)

43% of those using ABM for three or more years report that it impacts the entire funnel

(DemandBase for eWeek)

YESTERDAY TODAY TOMORROW TOGETHER

ABM: Back in the day

YESTERDAY TODAY TOMORROW TOGETHER

You’re probably already doing this

Assumptions…

Metrics

ABM: start, test and scale

CTAs

Speaking to humans

Risks…

If we don’t get personal we’ll end up

sounding like everyone else

Sales and marketing alignment

Bring it back to a HUMAN CONNECTION

Nobody likes someone who only ever talks about themselves

How technology works today

It’s all about relevance and timing

Predictive analytics feeds the ABM process using millions of structured and unstructured data points

Delivering better segmentation, targeting and personalisation

Reducing research time by up to 80%

Ultimately a stronger pipeline of opportunities

Artificial intelligence provides marketers with a comprehensive

understanding of what is important to the customer in real-time.

Report on results

Execute campaigns

Pick targeted channels

Build collateral

Find relevant insights

Identify desired results

Choose ABM

targets

A typical ABM process

LinkedIn Retargeting & Carousel Ads

Personalised Emails

LinkedIn InMail

Content

Personalised Landing Pages

Events

Phone Call

Cross Channel ABM

Tech gives us the reasons to engage

YESTERDAY TODAY TOMORROW TOGETHER

33% engagement / response rate

20% conversion rate

19% tech industry average

engagement / response rate

2% tech industry average

conversion rate

Time to get real ABM results

Stop missing the point

Accelerate your ABM but not at a cost of relevance

Be timely, and align to their agenda Use social intelligence to understand what matters to

prospects Understand your buyer personas – and then be

PERSONAL

Instil a culture of collaboration within your S&M team

1 – Trial before you buy on

small set of accounts

2 – Measure success

accurately and have a clear

process of attribution

3 – Assess its stickiness – i.e.

Will it integrate with other tools

in your marketing stack

4 – A fool with a tool is still a

fool. Invest in personal

development

Bright ideas to try

YESTERDAY TODAY TOMORROW TOGETHER

ABM: Together

Connect with me on LinkedIn bit.ly/Rob-Taylor

(but remember to be personal)

AI powered ABM :: artesian.ai

Time for a selfie!!

No better time to invest in ABM tech

@GBalarin

Gina.Balarin@Verballistics.co.uk

verballistics.co.uk/

ginabalarin

Introduction (Touch 1) --

Prospects

Event Invitation --

Prospects

Examples of VITO Success

-- bit.ly/Rob-Taylor --