engage smarter, close faster: add a human touch to abm

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LaunchPoint Webinar Series Engage Smarter, Close Faster: Add a Human Touch to ABM October 26, 2016

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Page 1: Engage Smarter, Close Faster: Add a Human Touch to ABM

LaunchPoint Webinar Series Engage Smarter, Close Faster:

Add a Human Touch to ABMOctober 26, 2016

Page 2: Engage Smarter, Close Faster: Add a Human Touch to ABM

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

Page 3: Engage Smarter, Close Faster: Add a Human Touch to ABM

TJ NoklebyManager of

Demand Generation

Daniel GauglerVP of Marketing

@dgaugler

Page 4: Engage Smarter, Close Faster: Add a Human Touch to ABM

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.

Page 5: Engage Smarter, Close Faster: Add a Human Touch to ABM

Account Based Marketing

Customers don’trespond to robotic marketing.

Page 6: Engage Smarter, Close Faster: Add a Human Touch to ABM

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.

Page 7: Engage Smarter, Close Faster: Add a Human Touch to ABM

What’s the last prospecting EMAIL you remember?

What’s the last PACKAGE you remember?

Page 8: Engage Smarter, Close Faster: Add a Human Touch to ABM

Incorporate Direct Mail into Your ABM Efforts

Initial Engagement Stuck Deals Creating Advocates

Page 9: Engage Smarter, Close Faster: Add a Human Touch to ABM

How to Make Your ABM Campaigns More Personal

Page 10: Engage Smarter, Close Faster: Add a Human Touch to ABM

Leverage Data for Personalization

• Leverage variable content.

• Trigger sends based on prospect behavior.

Page 11: Engage Smarter, Close Faster: Add a Human Touch to ABM

Personalize by Persona

MATCHTHE PACKAGE TO THE

PERSONALITY

Page 12: Engage Smarter, Close Faster: Add a Human Touch to ABM

A Multi-Channel Campaign is the Key

Source: InfoTrends

Page 13: Engage Smarter, Close Faster: Add a Human Touch to ABM

We accelerate sales for the world’s top companies.

Page 14: Engage Smarter, Close Faster: Add a Human Touch to ABM

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

Page 15: Engage Smarter, Close Faster: Add a Human Touch to ABM

Who What How Measure

Customized Content for Each Persona

• Content should speak to specific persona pain points.

• Sell a solution to their specific problem.

Page 16: Engage Smarter, Close Faster: Add a Human Touch to ABM

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

Page 17: Engage Smarter, Close Faster: Add a Human Touch to ABM

Our Campaign: Overview

6 Week Program

Dimensional Mail Email Web/Social/Ads Phone = RESULTS

Page 18: Engage Smarter, Close Faster: Add a Human Touch to ABM

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.

Page 19: Engage Smarter, Close Faster: Add a Human Touch to ABM

Our Campaign: Tactile Marketing

Page 20: Engage Smarter, Close Faster: Add a Human Touch to ABM

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

Page 21: Engage Smarter, Close Faster: Add a Human Touch to ABM

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.“ ”

Page 22: Engage Smarter, Close Faster: Add a Human Touch to ABM

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

Page 23: Engage Smarter, Close Faster: Add a Human Touch to ABM

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

Page 24: Engage Smarter, Close Faster: Add a Human Touch to ABM

Thank You