Infer and Synthio Webinar Slides: #ABM for the Win...But What About Leads?
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Infer and Synthio Webinar Slides: #ABM for the Win...But What About Leads?
- 2. Housekeeping • Questions? Enter them in the chat window to the right or tweet us @Synthio_ and we will answer them at the end of the webinar. • Recording? We will send you a copy within 24 hours. • Share! We encourage you to share the webinar and anything you learn on your social channels. • @Synthio_ • @InferInc
- 3. Meet Your Presenters Emily Wingrove • Director of Marketing, Synthio • Synthio’s very first marketer, and 8th employee • Rebranded the company from Social123 Synthio • Named a Top 40 ABM Superhero Inducted into the 2016 Marketing Hall of Femme
- 4. Meet Your Presenters Nikhil Balaraman • Director of Product Marketing, Infer • First Customer Operations hire • Identified and implemented digital marketing technologies for Target.com • Worked for Google to increase conversion rates for Apps for Business customers
- 5. What is ABM? • 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 “Traditional demand generation is like fishing with a net for leads. You don’t care which specific ‘fish’ you catch, you only care if you catch enough. But Account Based Marketing is more like fishing for named accounts with a spear. You reach out to the right people at the right accounts with targeted, relevant messages.” – Jon Miller, founder Engagio
- 6. What Does Being Lead-Focused Mean? • What is a lead? A person who has demonstrated an interest in your product or service, in some way • Lead generation is a marketing strategy • Involves capturing leads, nurturing them over time, and ultimately motivating them to buy a product or service “Lead Generation is a way of warming up potential customers to your business and getting them on the path to eventually buying.” - Hubspot
- 7. Lead Gen vs. ABM Lead Gen ABM • People-centric • Larger quantity, smaller accounts • Tends to be more inbound focused • More of a traditional mktg practice • Results in net-new customers • Doesn’t necessarily require strong personalization • Larger audiences • Account-centric • Smaller quantity, larger accounts • Tends to be more outbound focused • More of a traditional sales practice • Results in customer cross-sell/upsell • Requires strong personalization and relevance • Smaller audiences
- 8. Combining Lead Gen & ABM: Phase 1
- 9. Manual • Following your gut; guessing Automated • Using hard data and scoring models Predetermined • Account selection has already taken place Combining Lead Gen & ABM: Phase 1 Identify the accounts you should be targeting.
- 10. 1. Look at closed-won ACCOUNTS 2. Start at the COMPANY level, not the CONTACT level – look at fields like: • Industry • Revenue • Employee Count • Location • Technology Usage Manual Account Selection
- 11. Natural Language Processing Machine Learning Fuzzy Matching Title Normalization External Data Append Predictive Modeling SPAM Analysis Account Selection Marketing Efficiency Data-Guided Workflows CRM Marketing Automation Product Usage Engagement Data Web Crawl API Google Analytics Proprietary Data Science Automated Account Selection
- 12. Pioneering Predictive for Sales & Marketing Which prospects are the best fit? Automatically research every prospect and identify those that are a good fit to buy your product. Fit Model Types ● Leads ● Contacts ● Opportunities ● AccountsOrganized funnel after applying Fit Model
- 13. Infer is the Line Judge Send to Sales Do Not Work
- 14. Predetermined Account Selection You can’t change it… • So familiarize yourself with the accounts • And align tightly with sales/mktg/customer success
- 15. Combining Lead Gen & ABM: Phase 2
- 16. Combining Lead Gen & ABM: Phase 2 Identify the personas you should be targeting. ACCOUNTS PERSONAS
- 17. Combining Lead Gen & ABM: Phase 2 Identify the personas you should be targeting. ACCOUNTS PERSONAS
- 18. Combining Lead Gen & ABM: Phase 2 Identify the personas you should be targeting. Manual • Following your gut; guessing Automated • Using hard data and scoring models Predetermined • Persona selection has already taken place
- 19. 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 • Skills • Education • Technology usage • Employment history • Industry Manual Persona Selection
- 20. Automated Persona Selection Data Driven Selection • Identify top signals based on statistical performance • Build campaigns to resonate with your highest performing segments
- 21. Data Science Predetermined Persona Selection Technographic segmentation for expansion strategies Profiling & target account list building to drive prospects to local events Personalized outreach campaign increased top prospect attendance by 20% for regional events ELENA ROWELL Product Marketing Manager
- 22. Combining Lead Gen & ABM: Phase 3
- 23. Combining Lead Gen & ABM: Phase 3 ACCOUNTS PERSONAS Matching targeted personas to targeted accounts
- 24. Combining Lead Gen & ABM: Phase 3 Matching targeted contacts to targeted accounts
- 25. Combining Lead Gen & ABM: Phase 3 Manual • Parsing thru CRM/MAP/Social by hand Automated • Account Contact Matching Predetermined • Start thinking about enrichment Matching targeted contacts to targeted accounts
- 26. Help from Sales Team Summer Interns Call Center Outsourcing Manual Account Contact Matching
- 27. Automated Account Contact Matching
- 28. Automated Account Contact Matching
- 29. Predetermined Account Contact Matching Synthio emily.wingrove@synthio.com Synthio Director of Marketing Director of Marketing
- 31. ABM Process
- 32. Combining Lead Gen & ABM: Phase 4
- 33. Net-New Accounts Net-New Contacts A and B Prospects Combining Lead Gen & ABM: Phase 4 EXECUTE Infer Fit Model C and D Prospects
- 34. Outreach.io AdRoll DemandBase Google Twitter PFL MailLift Facebook Infer A and B Leads SEQUENCES CUSTOM AUDIENCES Sales Queue DIRECT MAIL Combining Lead Gen & ABM: Phase 4 EXECUTE Infer Behavior Model (Engagement) SELECTION AND NET-NEWACTIVATIONMEASUREMENT
- 35. Account & Lead Scoring of Net New Identify Net-New Contacts & Accounts Account & Lead Scoring of Existing DB Targeted Social Engagement (mktg + sales) Email Nurturing Ad Targeting Content Curation/Measurement Personalized Video Email and Phone Nurturing via BDR team Combining Lead Gen & ABM: Phase 4 EXECUTE Existing DB
- 36. Combining Lead Gen & ABM: Phase 4 MEASUREMENT
- 37. Questions? Emily Wingrove Director of Marketing @Synthio_ sales@synthio.com 1.888.530.6723 Synthio.com Nikhil Balaraman Dir. Product Marketing @InferInc sales@infer.com 1.800.393.6125 Infer.com ABM for the WIN…but what about LEADS
- 38. Thank You! Emily Wingrove Director of Marketing @Synthio_ sales@synthio.com 1.888.530.6723 Synthio.com Nikhil Balaraman Dir. Product Marketing @InferInc sales@infer.com 1.800.393.6125 Infer.com ABM for the WIN…but what about LEADS
Editor's Notes
- JAMIE
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- EMILY
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- EMILY leads pass to Nikhil
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- NIKHIL Manual Following your gut on what accounts you THINK you should target Then manually building a list of those target accounts If you do it this way, at LEAST work with your sales and customer success teams Automated Using hard data and scoring models to determine best fit accounts Predetermined Account selection has already taken place – and you won’t be convincing anyone to change those at this point
- EMILY NIKHIL If you fall in the manual bucket, be sure to take a close look at your customer ACCOUNTS to determine some basis of data
- NIKHIL
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- NIKHIL EMILY
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- EMILY Manual Following your gut on what contacts/personas you THINK you should target Then manually building a list of those target CONTACTS…AT your targeted ACCOUNTS If you do it this way, at LEAST work with your sales and customer success teams Automated Using hard data and scoring models to determine best fit contacts/personas Predetermined Persona selection has already taken place – and you won’t be convincing anyone to change those at this point
- EMILY Again, if you fall in the manual bucket, be sure to take a close look at your customer CONTACTS to determine some basis of common data. Think about segmenting out KNOWN end-users, decision makers, influencers, and then analyze the commonalities separately.
- NIKHIL
- NIKHIL
- EMILY
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- EMILY You need to MATCH the targeted contacts and personas with the targeted accounts. This is one of the bigger roadblocks of implementing ABM
- NIKHIL Manual For EXISTING: going through your CRM or MAP by hand to match companies to contacts For NEW: going to social media and the web to try to find contacts that you don’t have at targeted companies. If you go this route – give yourself tons of lead time…this will take a while Automated Using account to contact matching – this can be done to an existing DB in a CRM/MAP, but it can also be done for net-new Predetermined If both your target accounts and contacts have been identified, now would be a good time to start thinking about enriching as much of that data as possible. We will talk a little bit later about the importance of personalization and relevancy.
- EMILY Manual For EXISTING: going through your CRM or MAP by hand to match companies to contacts For NEW: going to social media and the web to try to find contacts that you don’t have at targeted companies. If you go this route – give yourself tons of lead time…this will take a while Sales Team Downs – takes a lot of time, may not be accurate Call Center Downs – takes a lot of time, may not be accurate Intern Downs – an 18 year old is managing your most important asset
- EMILY Speak to using suppression so as to not buy contacts you already have
- EMILY Push straight to CRM/MAP from here
- EMILY If you’ve got both your targeted accounts and targeted personas, the best next steps would be to Enrich these contacts and companies with as much information as possible AND You’ve spent all this time matching and targeting, it would be wise to invest in a data partner that can keep that data fresh and updated in an ongoing fashion
- EMILY If you’ve got both your targeted accounts and targeted personas, the best next steps would be to Enrich these contacts and companies with as much information as possible AND You’ve spent all this time matching and targeting, it would be wise to invest in a data partner that can keep that data fresh and updated in an ongoing fashion
- NIKHIL We’ve covered selecting and scoring target accounts, as well as how to get net-new contacts that match those target contacts/accounts Now its time to EXECUTE
- NIKHIL So we’ve bee extremely ABM-y so far – now its time to take our ABM base that we’ve built and turn it into a lead gen machine Demonstrating that you can have an ABM approach with a lead gen spin. It doesn't HAVE to be a small targeted pool of accounts, as the definition of ABM dictates, AND it doesn’t have to be some big crazy spray and pray.
- NIKHIL Nikhil to speak to it
- NIKHIL Nikhil to speak to it
- EMILY First Infer scores our existing db Then we use our own app to go find more people and companies like our high scorers Then we run those through infer against our model and score them to ensure we got the right folks Then we funnel the data into our marketing automation platform, sales acceleration platform, and email service provider
- NIKHIL EMILY JAMIE