#FlipMyFunnel Austin - Eric Walschmidt - Using Personalized Web Experiences to Accelerate ABM Lead Gen Activities
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Eric Walschmidt, Marketing Director at SAVI, recently presented “Using Personalized Web Experiences to Accelerate ABM Lead Gen Activities” at the #FlipMyFunnel Austin.
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#FlipMyFunnel Austin - Eric Walschmidt - Using Personalized Web Experiences to Accelerate ABM Lead Gen Activities
- 1. © Triblio Inc. All Rights Reserved. Not for Distribution Using Personalized Web Experiences to Accelerate ABM Lead Gen Activities
- 2. Account-based Web campaigns What Are We Talking About?
- 3. B2B Purchase Journey Involves Multiple Stakeholders Starts with 1:1CSCO CFO IT Legal
- 4. Most Influential Vehicles Across Buying Journey — Forrester What you’re doing on the Web is REALLY, REALLY important Source: Forrester’s Tech Marketing Navigator: “Most Influencial Vehicles”: all technologies / all roles
- 5. About Savi Technology Pioneering sensor analytics solutions provider Started in 1989 – Developed innovative RFID tags for US DoD High-value asset tracking and supply chain solutions at epicenter of IoT, Big Data, and Analytics markets
- 6. Two core segments with different needs and long sales cycles Reliability CommercialGovernment Data-driven ROI Can I execute my mission with consistency and precision? Can I execute an adaptable plan efficiently?
- 8. Recent ABM Campaign Estimated Time of Arrival as a Service (ETAaaS) aka “When (precisely) will my shipments get there?”
- 9. Savi ABM Activities and Environment Tech stack: Value proposition and positioning Account selection Messaging and content Lead gen and nurturing Sales support and feedback 4. 3. 5. 2. 1.
- 10. 1. ETAaaS Value Prop / Positioning Customer pain points… 14% increase in freight costs since 2013 Freight costs are rising 22% increase in inventory levels since 2013 Inventories continue to grow On-time deliveries have decreased 5% decrease in on time arrivals over past 2 years Billions in lost sales because product not delivered on time $238 B out-of-stocks cost for retailers in 2015 Lack of real-time visibility into shipment location, condition and ETA limits planning and execution Complex, global, multimodal logistics with many suppliers and carriers Disparate tracking systems
- 11. 1. ETAaaS Positioning / Value Prop …led to ETAaaS solution Sends real-time alerts to notify distribution centers, production sites, and customers Identifies disruptions as they happen Increases planning effectiveness and productivity Predicts situations in real-time and enables proactive responses Tracks real time shipment location and adjusts ETA by considering historical patterns of disruption continually improving ETA accuracy over time
- 12. 2. Account Selection Method Pain points create an ideal account profile Organization • Multinational • Manufactures raw materials or 50% of products Shipment characteristics Logistics operations • Time and risk sensitive • High value shipments • Multimodal – • land-sea-land • Volume – 750,000+ shipments annually
- 13. 2. Account Selection: $100K+ deals P&G, L’Oreal Ericsson, Ingram Micro Carlsburg, MolsonCoors Carrefour, Kroger GE, Smith & Nephew Prada, Hermes BASF, DuPont Philip Morris, Swedish Match Account profile generates target accounts
- 14. 3. Messaging and Content for ETAaaS Web Sales PresentationsInfographics eBooks Datasheets, Case Studies Analyst reports, Whitepapers
- 15. ABM Tactic #1: Dynamically personalize web messaging by firmagraphics for unknown and known visitors
- 16. 3. Dynamic Web Messaging = 250% Increase in Engagement General prospect ETAaaS
- 17. 3. Dynamic Web Messaging = 250% Increase in Engagement General prospect Government
- 18. 4. Outbound Lead Campaigns List Campaigns Pipeline Discovery Specialist and Sales Follow-up
- 19. ABM Tactic #2: Dynamically customize CTA overlay cards and CTAs by firmagraphics for unknown and known visitors Typical Website CTAs: Spray & Pray
- 20. 4. Web Lead Campaigns Dynamic CTAs: 50% more leads, 3x in target
- 21. 5. Support Sales: Campaign Reports Filter by rep, prospect, activity
- 22. • Opens, clicks on email • Downloads any content • Visits buying intent webpage • Unsubscribes 5. Support Sales: Account Intelligence- Known Contacts Real-time alerts, daily reports on prospect activity
- 23. 5. Support Sales: Unknown Contacts • Total traffic / account • # Unique visitors / account • Pages visited / visitor • Timing of accounts page views
- 24. 5. Account-based Content Hubs Curated by marketing and customized by sales • Organize around any dimension • Visit behavior tracks account interests
- 25. Demo Discovery Executive Briefing Follow Up Pre-Discovery Work Group Sessions ETAaaS: Campaign Results “These results are awesome!” — Scott Shaul — SVP of sales ETAaaS Sales meetings generated: 57 Phone outreach with ETAaaS best buyer leads: 302 Engagement: 250% page views increase ETAaaS opportunities identified: 8
- 27. Summary- Implement ABM Web Campaigns in Days, No IT • Personalized messaging and CTAs increase engagement and contacts • Alert sales to (un)known visitor metrics grouped by account • Content hubs track account interest
- 28. Thank you FMF offer: View web campaigns in your environment Stop by Triblio booth allboutmoney@triblio.com allboutmoney@savi.com
Editor's Notes
- Excited for the opportunity Happy to share Triblio experience
- Lead gen and ABM working better together More demand
- B2B buying journey is long and complex involving multiple important and unique stakeholder perspectives Since we’ve flipped the funnel we have to start with personalized messages
- Read some statistic that 80-85% of decision research is done before buyer even talks with anyone from company And the web is the most important medium so you damn well better be spot on with messages that are tailored to those multiple stakeholders
- Savi: startup mentality with 26+ years 1989 Gulf war Today largest asset tracking network Value is in data Started move to commercial in 2009/2010 Middle of 3 hottest tech markets Capitalize on our IoT experience Simplified: answer 3 questions
- 2 primary segments now Long complex sales cycles = ABM Government: cost concerns only at contract bid Meet specs at lowest $ After contract win: reliability Mission consistency and precision Commercial: profit motive Eliminate pain that's ^$ or v revenues Supply chain execs Hard to be adaptable much less efficient Highly relationship dependent 12+ months typically
- Commercial sales We built it. They hadn’t come. Was this a solution in search of a problem? Tell you the story of how an ABM approach and web personalization helped save the day
- Tell our ABM Story using 5 steps of recent campaign Support ETAaaS product
- A little background: Primary responsibilities in marketing Standard ABM process Tech stack a combination of software including Marketo – list and nurturing campaigns and reporting Triblio – *NEW* personalized web campaigns and reporting – lead gen scales ABM NetSuite - SFA, CRM [pause] Backdrop on what Savi does, who we're selling to, and the process and technologies we're using.
- Describe ETAaaS campaign story with first ABM steps Positioning and value: Start with pain. Large prospects discussions Common thread: no real time visibility Universally bad at ETA prediction Constant surprises Spend more to account for uncertainties Still challenge to meet changing demands Root cause: complex logistics, thousands of relationships. Countless separate tracking systems Can't bring data together. Results in significant top and bottom line costs...
- Built a pain relieving solution Tracking + analytics + data science services. Pulls in all data Combines with open data feeds Tracks everything in real time predictive analytics and learning models ETA always accurate Real-time visibility they were craving Alerts = no surprises. No waiting for shipment to arrive a day late to realize disruption. Much more responsive supply chains Predictive analytics: anticipate, even avoid disruptions. Kicker: Keeps getting more accurate with more data captured.
- Know the value prop and positioning. Who are we going to sell it to? Experience pain? Share these traits Basis for second step: account selection.
- 130 ideal target companies. Often results in vertical concentrations. In our case CPG, mfg, and food services.
- Know value and position and who to sell to Develop typical content, address the pain
- Where our lead gen starts scaling our ABM activities Lead visitors matching ETA profile to ETA content quickly ETA related messaging campaigns in Triblio Specifically for visitors known to Marketo or anyone from ETA target companies. View very different from general
- Aside Don't alienate gov prospects
- Marketo launched list and nurture campaigns Drip emails further develop prospects Follow-up emails for Sales
- Additional complementary web campaigns in Triblio consisting of overlay cards and customized CTAs Pages most likely to get ETA traffic. Goal: drive further engagement Conceived in Q4 Launched in mid-January
- Communication to Sales Several different reports Pull Marketo campaign data into excel Which prospect does what, by rep
- Daily aggregate reports to reps Opens clicks etc Real time Marketo alerts on significant activity
- Triblio reporting – Noise before Visits from target companies that are Marketo “unknown” Triblio provides sales with some great information about the volume of traffic volume from each company associated Drill down to page journeys and timing Sales loves this! Independently gauge interest of active opportunity PLUS – now doing email reports with activity from significant accounts
- Campaign specific content hubs Work with sales to curate and customize content hubs around any dimension pr interest ETAaaS hub Content is ungated
- Sales is ecstatic 250% increase in engagement 57 in person meetings 302 phone discussions 8 new opps No success without Triblio Sales happy = previous contentions are gone. Triblio ABM + lead gen = demand on steroids ABM at Savi works so much harder now
- Start with P&G USA Land shipments Then P&G Ocean and P&G IMEA (India, Middle East, Africa) Then retailers that P&G ships to And suppliers P&G uses And shipping/logistics partners they use