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BuyersarePeople,NotAccounts:4KeyStepstoDefiningandEngaging

TargetAccounts

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HowAreWeDoing?

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PanelistsMODERATOR:BrianAndersonNewsEditorDemandGenReport

MatthewWellschlagerVPofMarketing

Ceros@wellschlager

EmilyWingroveDirectorofMarketing

Synthio@EmilyMariaaa

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Know This: Buyers are People, Not Accounts

PRE-STEP ONE

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“Businesses do not have emotion. People do. People want to be a part of something bigger than themselves. People want to feel something. People want to be included. People want to understand.”

- B r y a n K r a m e r

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On average, 5.4 people are involved in today’s B2B purchase decisions.

- CEB

Yes, You Still Sell into Buying Groups

https://www.cebglobal.com/marketing-communications/mobilizer.html

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And Yes, You Technically Sell into an Account…BUT

PEOPLE are at the core

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• Account-based marketing; a strategy• Shifted from capturing and nurturing leads

– Focusing on target accounts• Forces the alignment between marketing and sales

– Must rely on one another to meet metrics and goals

REAL QUICK: What is ABM?

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• More time and energy dedicated to best fit accounts• Higher conversion rates• More opportunity to cross-sell and upsell

Upsides to ABM

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• Extremely limited reach – especially if you don’t have the right contacts at those target accounts

• Singular returns may be large, but they are few and far between

• Smaller quantities

Downsides to ABM

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STEP ONE

Define the Target Accounts within your TAM

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1. Analyze closed-won ACCOUNTS2. Start at the COMPANY level, not the CONTACT level

Look at fields like:– Industry– Revenue– Employee Count– Location– Technology Usage

D e f i n e t h e Ta r g e t A c c o u n t s w i t h i n y o u r TA M

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STEP TWO

Define Your Target Personas

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1. Look at CONTACTS at closed-won accounts – separate segments like:– End users– Decision makers– Influencers

2. Start at the CONTACT level, not the COMPANY level – look at fields like:– Titles

• Department• Function• Purchasing authority?

– Skills– Education– Technology usage– Employment history– Industry

D e f i n e Yo u r Ta r g e t P e r s o n a s

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STEP THREE

Match Target Personas to Target Accounts

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So Far…

M a t c h Ta r g e t P e r s o n a s t o Ta r g e t A c c o u n t s

Accounts Personas

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But Now…

M a t c h Ta r g e t P e r s o n a s t o Ta r g e t A c c o u n t s

Title Breakdown Industry Breakdown SIC Breakdown Company Type Breakdown

Employee Size Breakdown

Colin DayC L I E N T U S E - C A S ETo grow your audience, you need to know your audience

ABM Search: Match Targeted Titles to Targeted Companies

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Engaging Accounts Requires Engaging Content

STEP FOUR

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• Understanding segments– Market, Accounts, Buying Centers,

Buying Groups, Personas• Show me you know me

– For marketing AND sales efforts –do your homework

• Personalization– Increases engagement

Relevancy

According to Jupiter Research, relevant emails drive 18x more revenue than broadcast emails.

https://www.drip.co/blog/tips-and-tactics/b2b-email-marketing/

E n g a g i n g A c c o u n t s R e q u i r e s E n g a g i n g C o n t e n t

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• Interactivity– More captivating– More engaging

• Incorporating Video– Personalized video

• Automate dynamic content workflows– Save yourself work

• Smarketing– Leverage your sales counterparts to push similar

messaging out, to complement your efforts– BDR/SDR teams

88%of B2B marketers said at least 10-30% of their content would be interactive by 2018.

- DGR

Advanced Content Marketing StrategiesE n g a g i n g A c c o u n t s R e q u i r e s E n g a g i n g C o n t e n t

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• Workflows– Nurture campaigns– Consider funnel stage when assigning

frequencies of communication

• Consider Communication TYPE– Templated/HTML emails– Plain text emails– Ads

• Gifs instead of flat/static creatives

– Direct mail– Social

The best frequency for sending B2B emails is about once every two weeks.

https://redbaseinteractive.com/blog/20-incredibly-powerful-b2b-email-marketing-statistics/

FrequencyE n g a g i n g A c c o u n t s R e q u i r e s E n g a g i n g C o n t e n t

• Engagement across target accounts

• Campaign Performance

• Lead Sources• Segments• Channels• Conversions thru

funnel• Velocity• Rejection

reasons• ACV by

channel/lead source/campaign/segment

Measurement/Reporting

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HowAreWeDoing?

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Q&A/PanelistsMODERATOR:BrianAndersonNewsEditorDemandGenReport

MatthewWellschlagerVPofMarketing

Ceros@wellschlager

EmilyWingroveDirectorofMarketing

Synthio@EmilyMariaaa

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