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BRIDGING THE ABM CONTENT GAP

BRIDGING THE ABM CONTENT GAP. Agency of the Year. A DECADE OF SUCCESS. Agency of the Year 2018 (Finalist) Best Corporate Book 2017 Agency of the Year 2016 (Winner) Best Client-Agency Partnership 2016  Best Launch Campaign 2015 Agency of the Year 2015 (Finalist). A DECADE OF AWARDS.

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BRIDGING THE ABM CONTENT GAP

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  1. BRIDGING THE ABM CONTENT GAP Agency of the Year

  2. A DECADE OF SUCCESS

  3. Agency of the Year 2018 (Finalist) Best Corporate Book 2017 Agency of the Year 2016 (Winner) Best Client-Agency Partnership2016  Best Launch Campaign 2015 Agency of the Year 2015 (Finalist) A DECADE OF AWARDS • Best Integrated Content Program 2017 • Best Content Driven Digital Experience (Finalist)  • Agency of the Year 2016 (Runner up) • Agency of the Year 2015 (Shortlisted) • Best B2B Content Marketing Strategy (Finalist) 

  4. WHY ABM? 92% “…of companies recognize the value of ABM, going as far as calling it a B2B marketing must-have.” 84% “…of B2B marketers say that ABM delivers higher ROI than any other approach.” 75% “…higher Close Rates, 26% larger Deal Sizes, 7% more Deal Velocity.”

  5. ABM APPROACH: SPEAR VS. NET Source: Definitive ABM Guide written for Engagio by Velocity Partners

  6. WHAT’S THE SPEAR? CxOs are now Strategists vs. Technologists

  7. LEADERSHIP IS THE SPEAR CxOs now prefer Leadership vs. Technical Events & Content LEADERSHIP

  8. ABM CONTENT GAP GAP

  9. DEMAND GEN BUYER’S JOURNEY “With demand gen, accounts are 57% into their Journey before initial vendor contact.” SALES CYCLE: 3 to 9 MOS. INITIAL VENDOR CONTACT Influencer INITIATIVE RESEARCH EVALUATION PURCHASE Evaluator DG CONTENT IS NOT ABM OPTIMAL DG EMAIL COPY IS NOT ABM OPTIMAL Decision-Maker Decision-Maker

  10. ABM BUYER’S JOURNEY SALES CYCLE: 1 to 4 MOS. INITIAL VENDOR CONTACT ABM-OPTIMAL CONTENT DRIVES ACTION EVALUATION PURCHASE “At the highest level, ABM is about reaching the right senior executives. You don’t maintain a conversation at this level with generic messages – or with slick content that signals ‘generic marketing.’” –Megan Heuer, VP and Group Director, SiriusDecisions RESEARCH

  11. THREE BEST PRACTICE ABM STEPS 1. TARGETAccounts & Gather VoC Insights & Issues 2. DESIGN Engagement including Messaging & Content 3. EXECUTE Interactions & Enable Team Activity

  12. STEP I: TARGET 1. • TARGET Accounts & Gather VoC Insights • Determine optimal accounts and Unknown Urgent Risks (UURs) • Define optimal personas, personalized messaging & methods • Complete 10+ decision-makerVoC calls / detailed profiles

  13. UNKNOWN URGENT RISKS “When engaging Decision-Makers early in the Buyer’s Journey, UUR Messaging motivates them to act.” 3X More Motivated

  14. ABM TARGET ACCOUNT PLAN LEADERSHIP • ACTUAL RESULTS: • 50 Target Accounts • 34 CxO Calls • 11 POCs • 2 Proposals • 90 Days

  15. VoC CALLS & PROFILES ABM Research Pros NOT Telemarketers BeyondBANT™ Qualitative Profile Scoring

  16. STEP II: DESIGN 2. • DESIGN Engagement including Messaging & Content • Analyze VoC profiles topersonalize messaging approach • Edit or create compelling & storytelling ABM content • Developcontent map aligned with ABM Buyer’s Journey

  17. ABM CONTENT PLAN

  18. ABM STORYTELLING CONTENT DG CONTENT IS NOT ADEQUATE FOR ABM Advanced Storytelling UUR Messaging High-Gated Surveys ABM-OPTIMAL CONTENT DRIVES ACTION UNGATED OR LIGHT-GATED = LIGHT ABM INFO Storytelling Creates 1400% Higher Customer Retention

  19. AUTOMATE PERSONALIZED CONTENT LAMP System™ personalizes messaging & content on-the-fly based on personas Prospect receives personalized ABM content

  20. STEP III: EXECUTE 3. • EXECUTE Interactions & Enable Team Activity • Automate personalized messaging & content delivery • Automate just-in-time sales enablement & training content • Report success metrics and adjust plan to optimize

  21. LAMP SALES ENABLEMENT Sales Pros get prospect Messaging Guides with Profile Overview, Primary Attributes, Typical Mannerisms, Primary Fears & Motivators, DOs and DON'Ts, Recommended Keywords

  22. ABM INTEGRATION Our technical team can integrate with almost anything • ENHANCES SALES ENABLEMENT SYSTEMS

  23. REPORT & OPTIMIZE

  24. WHAT ARE YOUR ABM GOALS? 4.4% “Only 4.4% of Inquiries convert to Marketing Qualified Leads. Only 7% of MQLs convert to sales.”

  25. QUALIFY & CONVERT ACCOUNTS Prospects Complete LAMP Surveys & Set Appointments Incentives Tailored to Profiles & Qualifications Influencer Green Helpful Evaluator Blue Innovative Decision-Maker Purple Commanding

  26. ACCOUNT ACCELERATION PROGRAM Target Account Details & Action Steps… Solves the #1 ABM Failure Reason: Lead Conversion Integrates into CRM

  27. ABM LEADERSHIP & SALES COACHING Sales Coaches on Calls with Reps Leadership Coaching by Certified Coaches Exclusive Neuron Leadership Books

  28. BONUS: SOCIAL SELLING TRAINING ABM works best when your sales team properly engages decision-makers via LinkedIn Advanced LinkedIn Social Selling Training Course Sales Professionals…

  29. ROC™ SOLID PERFORMANCE Content creation Content execution Our Content Performance team helps you attain the best ROC* We connect the dots between content creation and multi-channel execution. *Our ultimate goal is to prove the ROC (Return on Content™) to drive future decisions on budget allocation, themes and formats. Content Performance

  30. CLIENT ENDORSEMENTS “…a unique, quality-driven approach to lead generation that stays focused on the task at hand - generating great opportunities for our partners.” Nicole Boss, Product Manager “…a unique combination of cutting-edge digital marketing, neuroscience messaging, and social media profiling, as well as expert sales coaches on prospect calls.” Lisa Dreher VP Marketing “…insights, guidance, and high-quality solutions that enabled us to realize significant gains in our sales team's ability to execute.” Matthew Weaver Sr. Director of Global Enablement “…leveraged cutting-edge neuroscience to dramatically improve lead conversion rates, shorten sales cycles, and increase our closing percentages." Walter Leverett Director of Sales

  31. CLIENT ENDORSEMENTS “Without hesitation, they are the best agency I have worked with in the last decade, bar none.” Martin Martinovic Vice President Business Marketing “Velocity has been a great partner. Their fresh approach to content marketing has been effective in driving greater awareness and consideration for Xerox offerings. It was a true pleasure working with the Velocity team and I would highly recommend them to anyone who wants to create content marketing that is done well.” Janine Yates Vice President Global Demand Generation “Velocity has been a great partner in providing unique and innovative ideas for how we can engage and nurture our customers via content marketing. We lean on them heavily to provide thought leadership and recommendations for consistently increasing awareness and pipeline.” Carlos Mendez Manager Services Marketing “The Clear & Complete guides make up the foundations of Engagio’s marketing strategy. We drive everyone to these as key steps in the purchase journey. And it’s working: we’re seeing massive impact on pipeline within the most important audiences: the buying teams in our named target accounts.” Jon Miller CEO & Co-founder (formerly CEO of Marketo)

  32. CASE STUDY A branded transformation Website, brand, messaging and content exceeded all KPIs. Web driven, content-related opportunities generated $10,577,643 pipeline in 2 quarters. 22% increase in new users 182% increase in session duration 54% increase in social network traffic 48% increase in organic traffic (helped by a hike in domain authority) 21% increase in online PR traffic (blogging and news sites)

  33. CASE STUDY Fortune 1000 ABM Campaign ABM profiling, targeting, content-creation & personalization resulted in 11 POCs and 2 proposals valued at $11M within 1 quarter. 250% Open Rate Increase 216% CTR Increase 394% Survey Completion Increase 630% MQL Increase 34 CISO VoC Calls Completed 11 POCs 2 Proposals

  34. info@neuronleaders.com Agency of the Year LAMP

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