Building Your ABM Stack:Lego Blocks or Frankenstein?

David M. RaabRaab Associates

FlipMyFunnel AustinJune 7, 2016

Everyone loves technology

All-in-One ABM

All-in-One ABM

Martech LayersDelivery • Web

• email• mobile• social

• search ads• display ads• sales• support/success

Decisions • orchestration• segmentation• content

management

• reporting and analysis

Data • prospects• customers

Data FunctionsLead-Based Account-Based•capture inbound or purchase list•enhance after capture•email is primary key•account table optional•mostly feed to CRM

Data FunctionsLead-Based Account-Based•capture inbound or purchase list•enhance after capture•email is primary key•account table optional•mostly feed to CRM

•start with target lists, often from CRM•enhance immediately•seek missing contacts•seek cross-channel IDs • identify by company•track company events•account table required

Decision FunctionsLead-Based Account-Based•manage each lead separately• focus on structured nurture campaigns• individual-level scores•drive to sales handoff

Decision FunctionsLead-Based Account-Based•manage by lead• focus on structured nurture campaigns• individual scores•drive to sales handoff

•manage by account• infer account buying stage and interests•react to behaviors and events (outside of structured nurture)•continuous interaction with sales

Delivery FunctionsLead-Based Account-Based•content marketing to attract leads•critical to capture visitor email•email to nurture leads•behavior-based Web personalization •topic-driven ad targeting

Delivery FunctionsLead-Based Account-Based•content marketing to attract leads•critical to capture visitor email•email to nurture leads•behavior-based Web personalization •topic-driven ad targeting

•content marketing to gather detailed data•critical to identify visitors by company•email triggered by individual behaviors•account-based Web personalization & ad targeting

Analytics FunctionsLead-Based Account-Based• lead production• lead quality•sales acceptance rates•conversion rates•marketing-sourced revenue

Analytics FunctionsLead-Based Account-Based• lead production• lead quality•sales acceptance rates•conversion rates•marketing-sourced revenue

•account identification•account insights•account penetration•account coverage•account engagement•sales velocity

Extending Your Stack

Martech StackDelivery

Decisions

Data

CRM

Web CMS

Outside Data

Content

Analysis

Predictive

Success

Budgets

Projects

MAP

Social Display

SearchEventsemail phone

ABM Extensions to Martech StackDelivery • account identification for Web visitors

• account-specific personalization (Web, email, etc) • account targeting for display ads• account-specific events

Decisions • target account selection• account level orchestration, scoring, predictions• account-specific content & response tracking• classify sales opportunities and stages by account

• account monitoring and sales alerts• account analytics (penetration, etc.)• account reports in MAP/CRM dashboards

Data • prebuilt integrations with external data• assign leads to accounts, push soft link to CRM • account object in marketing automation database

Putting It Together

Putting It Together• Check Your Foundation

– MAP account object and CRM integration• Pick Target Accounts

– Set profiles if not known– Load and enhance (from CRM and/or external)

• Assemble Account Data– Lead/account matching tools and visitor identification

• Build Account Programs– Set goals, create content, send lists to execution– Coordinate with Sales to use results

• Measure and Improve– Combine Sales and Marketing data– Set specific goals

Keep In Mind

• ABM is an extension of your stack, not a replacement

• Key ABM challenge is creating and using unified account data

• Strategy is more important than technology

Thank You!David Raab

draab@raabassociatesinc.comwww.raabassociatesinc.com

http://customerexperiencematrix.blogspot.com/