#flipmyfunnel atlanta 2016 - julia stead - abm success: invoca's journey from implementation to...

#FlipMyFunnel Atlanta: ABM Success: Invoca’s Journey from Implementation to Optimization

@JuliaStead

The Voice Marketing Cloud: Helping marketers think beyond digital, bringing phone calls into the omnichannel customer journey.• Call & voice analytics• Real-time engagement engine• Omnichannel call integrations

#FlipMyFunnel #ABM

2015: Marketing Challenges

@JuliaStead

Establish awareness of problem/solution and create

market

Quickly grow our pipeline without substantially

increasing budget

Get better engagement and results from current

campaigns

Create more Enterprise pipeline and close more

opportunities

#FlipMyFunnel #ABM@JuliaStead

With Traditional Marketing Tactics:

@JuliaStead

• Low program engagement• Low conversion rates• No way to cost-effectively

scale growth

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#FlipMyFunnel #ABM@JuliaStead

#FlipMyFunnel #ABM

Our ABM Timeline

@JuliaStead

July 2015• Developed initial framework • Shared strategy & buy-in from sales• Began account selection process

August 2015• Launched test ABM campaign for

Dreamforce• Revised attribution and reporting model October 2015

• Expanded account selection• Rolled-out omnichannel campaigns on

larger scaleJuly 2016

• Revised account selection process• Added new automated programs November 2016

• Expanded buyer personas• Created new nurturing tracks and

persona-based campaigns

Flipping our Funnel: ABM Rollout

@JuliaStead #FlipMyFunnel #ABM@JuliaStead

Identify Accounts-Used predictive tools; 25 A1, 75 A2, 300 B

Expand: Find the Right Contacts-Driven by SDR team, 3rd party tools

Engage: Leverage All Channels-Omnichannel campaigns & messaging

Measure Results & Advocacy-Implement multi-touch attribution model

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Pilot Program: Dreamforce


Multi-channel Approach: Pre-event direct mail, display,

email and webinar nurturing

VIP experience at Giants game

On-site Incentivized Offer: -Apple Watch for meeting

Pilot Program: Dreamforce


Results:Onsite meetings with over 25 ENT

accountsGenerated $1.3M pipeline

6 Months Later…


• Increase in total pipeline after beta ABM programs launched: 1.8X more pipeline than previous 2Q

• Pipeline to spend ratio for beta ABM programs: 26X

• Increase in opportunity creation rate for Enterprise ABM accounts: 26%

• Lift in opportunity creation rates when ABM display campaigns were added: 50-200%

1 Year Later…


Success: We are driving higher engagement with Enterprise accounts

20% higher marketing engagement

19% higher opportunity creation rate

1 Year Later…


Challenges: The volume of results is lower than desired

• Account selection process is not 100% effective

• Too many accounts = lack of personalization

• Split focus of SDR team

#FlipMyFunnel #ABM

Optimization Strategy

@JuliaStead

Updated Working Group with Sales Ideal customer profile: What is it?

In-depth cross-team training on target account buyer personas, messaging and value props

#FlipMyFunnel #ABM


@JuliaStead

Goal Setting and Capacity Modelling How much and what % of revenue is expected to

come from ABM vs Inbound?

What volume of work is required for each type of account?

Does the sales team have the capacity, and are they structured in the right way?

#FlipMyFunnel #ABM


@JuliaStead

Marketing Homework Develop personalized content and campaign

strategy to match each type of persona

Restructuring content team


But wait…what about tools?

Not absolutely necessary to get started.

Good To Have


Multi-touch attribution………..

Lead-contact-account matching……...

Digital advertising……….

Account & contact acquisition………..

Nice To Have


RTP/content personalization

Integrated direct mail………..

Integrated/customized video……..

Integrated sales & marketing campaigns

Final Tips


Establish sales & marketing work group

Prioritize resources to select proper accounts & contacts

Start small to get it right

Ensure method for determining success

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@JuliaStead