Invoca’s ABM JourneyJulia Stead, Director of Demand Gen
@juliastead
Spring 2015 – Big Marketing Challenges to Overcome
• Quickly grow our pipeline without substantially increasing budget
• Get better engagement and results from current campaigns
• Close more opportunities
@juliastead
With any given
marketing campaign
(trade show, CPL
programs, inbound leads),
only a small % were
actually potential
buyers of Invoca.
@juliastead
= low program engagement
= low lead to opportunity conversion rates
= no clear way to scale pipeline growth without
major increase in marketing budget
@juliastead
The Solution: ABM
= low program engagement
= low lead to opportunity conversion rates
= no clear way to scale pipeline growth without
major increase in marketing budget
@juliastead
July 2015• Developed initial framework
• Shared strategy & got buy-in from sales
• Began account selection process
Our ABM Timeline
May 2015 • Learned about ABM at SiriusDecisions
Summit
• Spoke with peers, industry Analysts, and
key tech providers
@juliastead
August 2015• Launched test ABM campaigns with
email, direct mail, SDR outreach
• Revised attribution and reporting
modelOctober 2015
• Expanded account selection and
management process
• Rolled-out omnichannel campaigns on
larger scale, including display
Flipping The Funnel: ABM Model
@juliastead
Master list of desirable
accounts
Refined account list by territory
(25/75)
Supplement lists with specific
technology use cases
Identify Accounts 1
@juliastead
Built out relevant and accurate
contact lists for each ABM account:
• Leveraging 3rd party tools + with manual prospecting research by SDR team
• Initial goal of 3 contacts per account (more for large enterprises, fewer for SMB)
Expand: Find the right people2
@juliastead
Invested in LeanData platform to get holistic view
of accounts:
• Matching leads to known accounts
• Automatically matching leads & converting contacts to target accounts
We rolled out ‘omnichannel nurturing’, so contacts get a consistent set of
messages across all channels, that progress them through their path to
purchase.
Engage: Leverage all channels
Direct Mail Email Display SDR outbound
3
@juliastead
Measuring Results and Advocacy
• Total amount of influenced pipeline ($)
• Pipe to spend ratio across all ABM programs (goal: 10x)
• Overall conversion rate (%) and win rate (%)
• Compare conversion and engagement rates for ABM campaigns vs
previous
Main KPIs stayed the same
4
@juliastead
Measuring Results and Advocacy
• Isolating specific channels to measure uplift impact (display, SDR
efforts)
• Benchmark data and results against: number of engaged ABM
accounts (%), portion of engaged contacts within ABM accounts (%),
ABM campaign response rate
Secondary KPIs and leading indicators
4
@juliastead
Measuring Results and Advocacy
Switched to multi-touch attribution model, to measure impact of all
ABM campaigns
4
@juliastead
Every Quarter: Rinse & Repeat!
@juliastead
• Increase in total pipeline after beta ABM programs launched:
1.8X more pipeline than last 2Q
Early Results
@juliastead
• Increase in total pipeline after beta ABM programs launched:
1.8X more pipeline than last 2Q
• Pipeline to spend ratio for beta ABM programs: 26X
@juliastead
Early Results
• Increase in total pipeline after beta ABM programs launched:
1.8X more pipeline than last 2Q
• Pipeline to spend ratio for beta ABM programs: 26X
• Lift in opportunity creation rates when ABM display campaigns
were added: 50-200%
@juliastead
Early Results
6 months later:
Enterprise Success!
@juliastead
17% increase in opportunity creation rate
for ABM accounts
Extra Tips…
• Evaluate whether ABM is the right fit for your business goals and
strategy. For Invoca, it isn’t an effective use of resources for SMB.
• Establish a clear account selection and maintenance process
with sales – it’s not set and forget.
• Ensure you have the right framework and reports to measure
success.
@juliastead
Questions?