going “all-in” on a targeted account strategy...aligned marketing for demand gen- w outbound...
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#B2BMX
Going “All-In” On A Targeted Account Strategy
Jennifer Dimas, Plex Systems
#B2BMX
▪ Target audience: Manufacturers (Both Discrete & Process) ▪ Selling Cycle
▪ SMB 6-9 month cycle▪ ENT 12-18 month cycle
▪ Decision makers▪ SMB 2-5▪ ENT 8+
▪ ADS ▪ SMB $75K▪ ENT $300K
A Little About
#B2BMX
Why We Are Account Based?
100% Focused
100% Aligned
100% Accountable
#B2BMX
Defining Targets
Marketing
Strategy
Sales
#B2BMX
Defining Your Targets is the Key
Transportation
Automotive
Fabricated Metals
Aerospace & Defense
High Tech
Industrial Machinery & Components
Plastics, Rubber & Packaging
Food & Beverage, Sweet Spot
Automotive
Fabricated Metals
Construction & Agriculture
Aerospace & Defense
Electronics Components
Electrical Components
Industrial Machinery
Plastics & Rubber
Oil & Gas Equipment
Other Discrete
Food & Beverage
2015 Verticals 2016 Verticals
Automotive
Fabricated Metals
Industrial Machinery & Components
High Tech
Plastics, Rubber & Packaging
Aerospace & Defense
Food & Beverage, Sweet Spot
+2H Market
Emerging Industries
Food & Beverage
Transportation
High Tech & Industrial
Food & Beverage
Automotive
General Manufacturing
Process Manufacturing
2017 Verticals
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Plex Target Market >70% Product Fit
60-70% Product Fit
<60% Product Fit
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2017 ENT US Territory Map
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What going “all in” means to us….
▪ Named Account Territories
▪ Equally weighted patches
▪ Efficiencies in Time & Investment focus on accounts that are most likely to become customers
▪ Aligned Marketing for Demand Gen- w outbound direction from Sales
▪ Clear guidelines for Sales & Partner Generated Demand
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Integrated Team Structured by Buyer’s JourneyUnengaged
Engaged
Inquiry
MQL
Pipeline
Win
TOFU
MIFU
Customer*Hotel California Nurture + Insufficient Data= 3,070
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ENGAGEMENT A digital sign of intent
HANDRAISEUnqualified response to a marketing tactic
INQUIRYResponse to marketing tactic from a target
account
MQLMarketing Qualified Lead
PIPELINEMulti-stage (2-5) progression of an opportunity
SALSales Accepted Lead
AWARENESSTarget Accounts & Influencers
CLOSED/WON
TARGET ACCOUNTSUnengaged to engaged – 20% of Demand Spend
Engaged to Inquiry – 30% of Demand Spend
Inquiry to Qualified Lead –45% of Demand Spend
Qualified Lead to Pipeline –5% of Demand Spend
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MQL: Marketing Qualified Lead
▪ A saleable appointment with
▪ The right company
▪ The right person (an influencer or decision maker)
▪ Who understands they have a business problem
▪ Who knows Plex may be able to help them address this problem
▪ Who is willing to have a meeting with a rep to discuss next steps
Handraises
Inquiries
MQL
SAL
Pipe
$$
Handraises
Inquiries
MQL
SAL
Pipeline
Win
ACCOUNTS
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Reframe
Challenging Across the Buyer’s Journey
Tone Spark Introduce Confront
Content Type Disruptive Motivational Prescriptive
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Spark
Disrupt
Introduce
Motivate
Confront
Prescribe
Commercial InsighteBook Analyst ReportEmail/Blog
Marketing Sales
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Aligning the Message to the Buyer’s Stage
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The New Plex.com
Industry IP Targeting▪ Automotive IP Served Generic Auto Banner
▪ Quality Banner and CTA in Grey Bar Increased Conversion
▪ F&B Homepage for Process visitors
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Geo IP Targeting▪ Canadian IP Served Canadian Banner
▪ Mexico IP directed to Mexico Site
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Account Phase IP Targeting▪ Customer-Focused Content
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Web Programs –Remarketing by Segment
▪ Visitors that have not converted on Plex.com are served Plex ads across various networks
Automotive
General
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TOFU Campaign Structure
Automotive DXProgressive
ProfilingGen Manf DX F&B DX DemandCaster Hotel California
Weekly/Bi-Weekly Email sends by industry On-going Nurture Drip
Content Syndication
SEO/SEM/YouTube
Re-targeting
Sales Intro Kits
Social
Outbound Calling by BDRs based on Engagement Score
3rd Party Advertising in Industry Pubs
Content Targeting
Industry Events
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Plex Enterprise Systems
Development
& Research
Marketin
g
Global Support
& Services
Sales
IT Services Data Center Finance/HR & HR
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Plex Marketecture
TRANSACTIONAL PLATFORMS
WEB & ASSET MANAGEMENT PLATFORM COMMUNITY PLATFORM
DATA ANALYTICS SOCIAL OTHER
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Plex.com Traffic 2014-2016• YOY - December web
traffic declined 13% due to:
• PPC traffic was realigned to drive relevant traffic and declined by 57%
• December traffic last year was driven from Centro display network (bad traffic source)
•Month over Month traffic increased by 4%
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Target Accounts Website VisitsYear over Year • December target traffic
increased by 22%*
Month over Month • Traffic increased 30% • Target breakdown
• Pipeline 29%• Prospects -9%• Customers 5%
* Feb16 list upload issues**
BOOST AWARENESS AS CLOUD LEADER Target
Volume of Coverage Articles/blog posts, research & mentions 30 Articles/Quarter (10 earned/20 placed)
Sentiment Top 20 Ind Analyst Rel. & Analyst Content G:>8 + Content KPI; Y: Miss1; R: Miss 2
Web Visits to plex.com All Quarterly Web Visits 15% Increase Y/Y (quarterly numbers)
Social Impressions/Content Reach Audience Growth + Engagement G: Meeting 1% & 10% Y: Miss 1; R: Miss 2
ACCELERATE GROWTH ACROSS PIPELINE SEGMENTS Target
Demand Creation (New Logo) Quarterly Handraise & Inquiry Targets To Plan
Pipeline Contribution (New Logo) Quarterly MQL/SAL Targets To Plan
Web Visits from Target Accounts Prospect, Pipeline and Customer Visits 25% Increase Y/Y (Quarterly numbers)
Reach- DB Health Contact Coverage on Target Accounts G: <=17% Empty Accounts; Y: 18-22%; R: >=23%
Marketing Influence on Wins Won Opportunities w Mktg Touches 100% of New Logo Wins
IGNITE & LEVERAGE CUSTOMER LOYALTY Target
PLEX Customer Community Engagement Increase Participation G: >7% , Y: 5-7%, R: Less than 5%
Reference Customers Increase of Mktg References in DB 8 New Per Quarter + 3 Enterprise Customer
Customer Assets New Customer Assets per Qtr 25+ New Per Quarter
INFRASTRUCTURE & PROCESS TO SCALE Target
People:Programs Ratio People : Programs Ratio 50:50
Budget Mgmt Accuracy Against Final Qtrly Forecast +/- 2%
Employee Retention Maintenance of Resource Capacity 100%
Cloud City Engagement Employee Participation Engagement Target 154
2016 Marketing DashboardQ1 Q2 Q3 Q4Achievement
14/30
8.97
-3%
1.04% & 4%
120%
86%
39%
22%
57/43
-0.3%
90%
183
6%
8 & 3
27
95%
#B2BMX
Why Go Account Based?
100% Focused
100% Aligned
100% Accountable