engage smarter, close faster: add a human touch to abm
TRANSCRIPT
LaunchPoint Webinar Series Engage Smarter, Close Faster:
Add a Human Touch to ABMOctober 26, 2016
EngagementMarketingPlatform
• This webinar is being recorded! The slides and recording will be sent to you after the webinar.
• Enter your questions in the chat – there will be a Q&A section at the end of the webinar
• Posting to social? Make sure to use #mktgnation or tweet @marketo or @pflcom
Housekeeping
TJ NoklebyManager of
Demand Generation
Daniel GauglerVP of Marketing
@dgaugler
Who We Are
We help companies make remarkable customer connections with tactile marketing (print, mail, dimensional mail, gifts) integrated into the Marketing Automation and CRM software systems they already use.
Account Based Marketing
Customers don’trespond to robotic marketing.
The Effect of Direct Mail on Recipients
http://www.slideshare.net/canadapost/direct-mail-neuroscienceperspective040814
Leaves a deeper footprint in the brain.Integration of visual and spatial information in the parietal lobe.
Milward Brown, 2009 StudyThe red area in the images of the brain represents greater oxygenated blood flow (and hence activation) stimulated by physical ads. The blue areas are regions activated more by visual ads. The “cross hairs” highlight the named brain region.
Drives more emotional processing.Important for memory and brand associations.
Results in greater internalization.Responses connected with internal feelings, in the MPFC and cingulate.
What’s the last prospecting EMAIL you remember?
What’s the last PACKAGE you remember?
Incorporate Direct Mail into Your ABM Efforts
Initial Engagement Stuck Deals Creating Advocates
How to Make Your ABM Campaigns More Personal
Leverage Data for Personalization
• Leverage variable content.
• Trigger sends based on prospect behavior.
Personalize by Persona
MATCHTHE PACKAGE TO THE
PERSONALITY
A Multi-Channel Campaign is the Key
Source: InfoTrends
We accelerate sales for the world’s top companies.
Building your ABM Campaign
Who
Target Accounts• How many to target• Who to target• Budget
Target Contacts• Conduct research and identify
individuals
Account Research & Persona Creation• Identify account level and
contact level pain points, goals, etc.
• Create contact personas
CMO CIO VP Sales End User CFO CEO
Who What How Measure
Customized Content for Each Persona
• Content should speak to specific persona pain points.
• Sell a solution to their specific problem.
Who What How Results
Deliver the Message
Deep sales and marketing alignment
Cater the medium to the persona
Integrate cross-channel programs
Take time to build the campaign the right way
Our Campaign: Overview
6 Week Program
Dimensional Mail Email Web/Social/Ads Phone = RESULTS
Our Campaign: Tactile Marketing
What do you send the CEO/CRO of a Fortune 500 company?
• Create a tactile piece that’s memorable and ties to your campaign/product
• Don’t be too cute.
Our Campaign: Tactile Marketing
Our Campaign: Flow
CEO to CEO & CRO to CRO
AE to VP of Sales Ops, VP of Inside Sales, Dir. of Sales Ops
AE to CRO/Head of Sales, CFO, CIO
Steve Young Signed Football/Branded Football
CEO/CRO Follow-up Email
Marketing Email 1 (HDF Awareness eBook)
AE Follow-up Phone/email 1
Marketing Email 1 (HDF Awareness)
AE Follow-up Phone/Email 1
Marketing Email 2 (HDF Engage)
AE Follow-up Phone/Email 2
Marketing Email 2 (HDF Engage)
AE Follow-up Phone/Email 2
Mini Footballs + Infographic Poster
AE Follow-up Phone/Email 3
AE Follow-up Phone/Email 3
Direct Mail (Invite to Event/Dinner)
Marketing Email 3 (Digital Invite/ Follow-up to DM)
AE Phone 4 (Follow-up to DM)
AE Phone 4 (Follow-up to DM)
Marketing Email 4 (HDF Convert)
AE Follow-up Phone/Email 5
Marketing Email 4 (HDF Convert)
AE Follow-up Phone/Email 5
EVEN
T
WEEK
Our Campaign: Results
2x Pipeline In 6 weeks we created as much pipeline as sales or revenue of the whole previous year!
15xROI
You have my attention.“ ”
Key Learnings
Sales and marketing alignment is key
Take time to create a compelling campaign and plan out every detail
Tactile piece is key to breaking through to top accounts
Leverage your executives to help your AE’s get in the door
You can never over communicate to your sales team
Daniel GauglerVP of Marketing
@dgaugler
QUESTIONS?
Additional Resources:
7 Sales Cadence Templates to Double Your Contact Rates in 20 Dayshttp://www.insidesales.com/white-paper/sales-cadence-templates/
Account Based Mail: Using Direct Mail in Your ABM: http://pfl.com/abm
TJ NoklebyManager of
Demand Generation
Thank You