account based marketing overview

Account Based MarketingJuly, 2016

Nelson Bernabe

2Copyright © 2016 Accenture All rights reserved.

ABM is not about generating leads, but

instead about nurturing accounts…

3

Accenture’s 4R Personalization Model

Copyright © 2016 Accenture All rights reserved.

RECOGNIZE

Know your customer and

prospect’s profiles including

demographics/firmographics,

geography, and expressed

or shared interests.

RECOMMEND

Reach them with the right

marketing, offer, content,

or product recommendations

for the customer based on

their actions, preferences,

and interests.

REMEMBER

Knowing your customer’s history

means knowing how they act–as

expressed by what they browse

and what they buy.

RELEVANCE

Delivering personalization

within the context of the digital

experience based on who they

are, where they are located,

and/or what time of the year it is.

ABM is the same always-on, personalized journey strategy that modern marketers aspire to,

but it is based on account attributes.

4

What is Account Based Marketing (ABM)?


Account Based Marketing is a strategy, NOT a technology solution, that enables targeted

communications and journeys based on company-level insights.

Identify the company of

known and unknown visitors

Augment visitor profiles

based on account interest

indicators

IDENTIFICATION DATA AUGMENTATION

Leverage technologies to

personalize inbound and

outbound experiences

based on data

PERSONALIZATION

5

Page Visitor Identification


• Trustworthiness of

data/identification accuracy

• Ability to identify contact-level

attributes, like name, in addition to

company

+

• Requires visitor to have revealed

to Eloqua

• Will not work if visitor has cleared

cookies

–

ELOQUA COOKIESUtilize Eloqua cookies to identify visitor

• Potential to identify visitors

beyond existing contact base

+

• Could require custom integration

with tools, like Eloqua, to perform

identification/personalization

–

POOLED COOKIESAccess cookie pools from third parties

• Ability to leverage for known and

unknown visitors

+

• Lower overall match recognition of

company as a standalone solution

• Will only identify company of

visitor if individual is browsing on

company network

–

REVERSE IP LOOK-UPUtilize vendor solution to perform reverse IP

look up to identify company network

6

Data Augmentation


Data

Cleansing

Behavioral

Insight/

Analytics

Predictive

Analytics

• Data validation/normalization and cleansing for existing contacts and those originating

from form submits• Can supply additional account/contact-level attributes outside of owned contact

database (e.g. industry, job title, etc.)

• Vendor solutions can help identify topics of interest or velocity of online search activity

for a given topic for a given company on non-owned domains• Use of Eloqua page tags can identify a visitor’s browsing behavior and interest on

owned domains natively

• Vendor solutions can identify buying stage, potential budget, products of interest, and

net new contacts that are apart of the purchasing team

Sample Vendors

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Sample Account-Based Omnichannel Personalization


SEGMENT

INITIAL OFFER

ON-DEMAND

VIDEO

LAST CHANCE

OFFER

TOPIC-

SPECIFIC

OFFER

FORM SUBMITSOWNED

CONTACT

DATABASEBanner

Ads

Syndicated

Content

Owned

Media

Engaged?

YesNo

Account Topic Interest

Product 1

Product 2

Product 3

Product 4

…

Product n

Email offer selected

based on…

Paid/owned offer

served based on…

Segments can be pushed from

Eloqua to Bluekai, leveraging

topic interest CDO

Data could be owned or

purchased and stored in an

account CDO

In market?

Reevaluated

hourly

Drop into topic-based

always-on journeyEngaged?

Key Call-outs

• Don’t underestimate the time

it will take to build content to

match the product interest

• Ensure your segmentation

parameters/targeting

strategy align across

channels

• Make sure your data is clean

and that you are able to

associate contacts to the

appropriate accounts

8

Account Insights to Sales


ABM doesn’t stop at marketing. The same insights used to generate relevant offers should be

provided to sales managers to guide and inform on-going account discussions.

Potential Insights for Sales

• Product interest

• Buy cycle stage

• Estimated wallet

• Engagement level with

marketing or digital assets

• Engagement with call

centers/support

The Challenge:• Use account/company-level insight and indicators to customize the inbound experience and better target

contacts in outbound channels, like email and paid media • Pilot vendor solutions to assess capability and performance before implementing in a global instance

The Solution:• Accenture was involved in the integration of two data augmentation AppCloud Marketplace solutions,

the architecture of third party data sets indicating company topics of interest, and the custom

implementation of solution that identifies a third party cookie for unknown and delivers attributes of the

associated company based on third party data sources in order to best personalize Eloqua landing

pages and emails with relevant offers • Accenture strategized, built, and maintained an always-on journey that leveraged each of the net new

capabilities and was involved with paid media and syndicated content strategy to ensure a consistent

omnichannel experience

The Results:• Topic of interest data increased email open rates from 12% to over 50%, and click through rate from

0.75% to 1.9% • Third party cookie pool and identification tool provided the ability to identify the company of 30% of

unknown visitors • Data augmentation vendor provided a 47% match rate on net new contacts, including matching

personal email accounts (e.g. @gmail.com) to company names and job titles

Case Study: High Tech Hardware and Software Provider

10Copyright © 2016 Accenture All rights reserved.

Lessons Learned

1. Begin with journey mapping: chart the customer journey before your decide

on how the technology will be integrated or leveraged

2. Align your launch with channels and capabilities: Plan launch dates (paid,

owned, earned offers) for when your net new capabilities may be integrated

3. Include your sales team: Sales managers should be apart of the discussion

upfront and kept apprised of progress and insights throughout the journey

lifecycle

4. All the same rules of personalized, omni-channel marketing still apply!


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globally 11 years in a row

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CONTACT US

Ad Age Report 2016 ranked Accenture Interactive the world's largest and fastest growing digital agency network.

Business Need

Analysis

Data Discovery

& System Audit

Architecture

Planning

x

xo

Campaign

Enablement

Integration

Delivery

ExperienceService Design &

Strategy, Experience

Design, Experience

Realization MarketingPersonalization, Campaign, Loyalty,

Social Media & Collaboration, Omni-

channel Marketing Strategy, Digital

Strategy

ContentContent Strategy,

Content Platforms,

Content Production

CommerceOmni-channel Commerce, Digital

Sales, Digital Customer Service

OperationsMarketing as a

Service

Accenture Delivers:

Lucia Lesar

[email protected]

Nelson Bernabe

[email protected]

Zahidull Islam

[email protected]

mailto:[email protected]

