why abm & predictive are b2b marketing's 2017 power couple

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#SPS16 SPONSORED BY: Why ABM And Predictive Are B2B Marketing’s 2017 Power Couple

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Page 1: Why ABM & Predictive Are B2B Marketing's 2017 Power Couple

#SPS16

SPONSORED BY:

WhyABMAndPredictiveAreB2BMarketing’s2017PowerCouple

Page 2: Why ABM & Predictive Are B2B Marketing's 2017 Power Couple

#SPS16

FollowThisWebinarOnTwitter

#SPS16DemandGenReport:@DG_Report

AndrewGaffney:@agaffneyHootsuite:@hootsuite

ShantelShave:@mendicityLatticeEngines:@Lattice_Engines

Nipul Chokshi:@nipulc

Page 3: Why ABM & Predictive Are B2B Marketing's 2017 Power Couple

#SPS16

AboutDemandGenReport• Trackingstrategies&solutionsinlead

generation&marketingtechsince2007

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• Newsletterreaches40,000readers

• Additionalresourcesat:demandgenreport.com/resources

@DG_Reporthttp://linkd.in/DG_Specialists

Page 4: Why ABM & Predictive Are B2B Marketing's 2017 Power Couple

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JoinTheConversation

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Page 5: Why ABM & Predictive Are B2B Marketing's 2017 Power Couple

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HowAreWeDoing?

Page 6: Why ABM & Predictive Are B2B Marketing's 2017 Power Couple

#SPS16

• Shareonsocialusingthehashtag#SPS16• Referacolleaguetoattend• Submitquestions&answerpollsduringthewebinar• Takeourpost-webinarsurvey• BONUS– Attendall#SPS16sessionslive

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Page 7: Why ABM & Predictive Are B2B Marketing's 2017 Power Couple

#SPS16

FeaturedSpeakers

Nipul ChokshiVPofProductMarketing

LatticeEngines

@nipulc

ShantelShaveDirectorofDemandGeneration

Hootsuite

@mendicity

MODERATOR:AndrewGaffneyEditorialDirectorDemandGenReport

Page 8: Why ABM & Predictive Are B2B Marketing's 2017 Power Couple

Why ABM And Predictive Are B2B Marketing’s 2017 Power Couple

Page 9: Why ABM & Predictive Are B2B Marketing's 2017 Power Couple

Using Predictive for Account Based Activities

Page 10: Why ABM & Predictive Are B2B Marketing's 2017 Power Couple

Start with your target market assumptions

Typically will be based on:

• Industry = High Tech, Distributors, etc.

• Employees >500• Revenue > $150M• Geo = North America, Europe

KEY:WORKCLOSELYWITHSALES

Page 11: Why ABM & Predictive Are B2B Marketing's 2017 Power Couple

Predictive analytics adds external B2B account attributes

Typically will be based on:

• Industry = High Tech, Distributors, etc.

• Employees >500• Revenue > $150M• Geo = North America, Europe

KEY:WORKCLOSELYWITHSALESGROWTH

FIRMOGRAPHICS

TECHNOGRAPHICS

BEHAVIOR/INTENT

+

Page 12: Why ABM & Predictive Are B2B Marketing's 2017 Power Couple

Predictive analytics adds external B2B account attributes

Page 13: Why ABM & Predictive Are B2B Marketing's 2017 Power Couple

Predictive analytics adds external B2B account attributes

The closer the match, the higher the score

Page 14: Why ABM & Predictive Are B2B Marketing's 2017 Power Couple

Treat accounts differently based on priority

Tier 1: Top 100 accounts

(20 per rep)

Tier 2: ~500

accounts

Tier 3: ~3500

accounts

1:1 personalization at the account with in-depth research and full support of sales and marketing

Personalization at the segment and persona level with marketing (ads, email, web personalization) and SDR support (Tier 1 SLA)

Personalization at the persona level with marketing (web personalization, ads, email) and SDR follow-up (Tier 2 SLA)

AB

C & D

Page 15: Why ABM & Predictive Are B2B Marketing's 2017 Power Couple

Lattice makes

predictive analytics and data

available in your

execution systems

Marketing Automatio

n

CRM

Ad & Web

Platforms

Page 16: Why ABM & Predictive Are B2B Marketing's 2017 Power Couple

Predictive ABM in Action

Page 17: Why ABM & Predictive Are B2B Marketing's 2017 Power Couple

Page17 #MKTGNATION

Page 18: Why ABM & Predictive Are B2B Marketing's 2017 Power Couple

15M+users and growing

175+countries with Hootsuite users

800+of the Fortune 1000

use Hootsuite

About Us

Page 19: Why ABM & Predictive Are B2B Marketing's 2017 Power Couple

Page19 #MKTGNATION

Alignment Launch

Adoption

Success

Innovation

Our Journey to Predictive Success

Getting Started with Predictive

Uncoverhighvalueprospectsfordifferentiatedprograms

Acceleratethesalesfunnel

Page 20: Why ABM & Predictive Are B2B Marketing's 2017 Power Couple

Hootsuite’s ABM Segments

Customer accounts

Top 10 named accounts

Industry-targeted accounts

1:1personalizationattheaccountwithin-depthresearchandfullsupportofsalesandmarketing

1:manypersonalizationbyverticalandpersonawithtargeted,multi-channelcampaigns

Accountselection

Personalizedvalueprops

Deeperunderstanding

Page 21: Why ABM & Predictive Are B2B Marketing's 2017 Power Couple

Choosing the Right Accounts

Usepredictivedatatoinformaccountselection

Collaboratewithyoursalesandproductteamsonthefinalselection

Focus!!

Page 22: Why ABM & Predictive Are B2B Marketing's 2017 Power Couple

Personalizing Your Value Propositions

Adstargetingexistingcustomers,usingtechnographic accountdataenrichedbyLattice.

Page 23: Why ABM & Predictive Are B2B Marketing's 2017 Power Couple

Understanding Your Business

Considertestinguniquemodelsacrossthecustomerlifecycle,including:

• Newcustomers• Upsellandcross-sell• Newproducts&regions

Page 24: Why ABM & Predictive Are B2B Marketing's 2017 Power Couple

Success!

10X 30% 4X

Attributed pipeline between 2nd and

3rd quarters

Increase in TOFU pipeline velocity for predictive accounts

Influenced ROI in first year

Page 25: Why ABM & Predictive Are B2B Marketing's 2017 Power Couple

Q & A

Page 26: Why ABM & Predictive Are B2B Marketing's 2017 Power Couple

THANK YOU!

Page 27: Why ABM & Predictive Are B2B Marketing's 2017 Power Couple

#SPS16

HowAreWeDoing?

Page 28: Why ABM & Predictive Are B2B Marketing's 2017 Power Couple

#SPS16

Q&A/Speakers

Nipul ChokshiVPofProductMarketing

LatticeEngines

@nipulc

ShantelShaveDirectorofDemandGeneration

Hootsuite

@mendicity

MODERATOR:AndrewGaffneyEditorialDirectorDemandGenReport

Page 29: Why ABM & Predictive Are B2B Marketing's 2017 Power Couple

#SPS16

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PleaseJoinOurNextSessionTodayat3PMET/12PMPT

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