Building an ABM Tech Stack

17 Pages·2016·1.38 MB·English

BUILDING AN
ACCOUNT-BASED MARKETING
TECHNOLOGY STACK
www.abmleadershipalliance.com
INTRODUCTION
Everyone’s talking about Account-Based Marketing (ABM). It’s quickly become one of the hottest and most noteworthy trends in B2B
marketing. And the industry is starting to take notice, with more and more marketers embarking on the ABM path and driving results
for their organizations.
As ABM adoption has soared, new technologies have emerged to help scale the strategy. Technology itself plays an integral role in
ABM—from building a target account list to executing marketing programs across the funnel to measuring the overall impact on
revenue—it enables B2B marketers to streamline their campaigns and automate their processes. However, lots of B2B marketers still
struggle to understand how to make the various technologies work together to implement an ABM strategy.
9cha2rt % 71% 84%
of companies recognize the value of B2B organizations of B2B marketers say that ABM
in ABM, going as far as calling it a interested in adopting ABM are delivers higher ROI than any
B2B marketing must-have testing or already using it other approach
(SiriusDecisions) (Demand Metric) (ITSMA)
Because of ABM’s momentum and the need to help B2B companies better understand how to get started and scale their ABM efforts, a
group of companies have come together to address these challenges. The ABM Leadership Alliance brings together industry-leading
data and technology partners who enable an ever-growing list of B2B marketers to deploy successful ABM strategies every day. These
companies have been strong advocates for ABM and play a critical role in developing a high-performing ABM technology stack.
In this eBook, we’ll walk you through several types of technology and discuss how they fit into your ABM strategy.
2 BUILDING AN ACCOUNT-BASED MARKETING TECHNOLOGY STACK
BUILDING AN ACCOUNT-BASED MARKETING TECH STACK
With over 3,700 marketing technology companies in the space, there’s tremendous opportunity to create and customize the right
combination for your needs. There is also the challenge of knowing what technology is vital to executing ABM. So what technologies
should be in your ABM tech stack?
Here are some important factors to consider when evaluating ABM technology:
Integration With Actionable Metrics B2B Centric Connected Data
Other Technologies
Metrics are an integral part of B2B companies face a set of As you execute your programs
You probably already have building a solid ABM strategy. unique marketing challenges, across the funnel, you need
a set of core technologies in Instead of relying on secondary which require specific data that allows you to
your current tech stack. As metrics like unique visitors or technology to address. As measure results and optimize
you onboard ABM specific click thru rates, you’ll need you navigate the space, what’s working. Ideally,
technology, you’ll need to measure your marketing you’ll need to identify the your different marketing
to ensure that each piece performance with metrics that technologies and vendors technologies will have the
integrates with existing are directly tied to business that have solutions built for ability to share data and make
systems like CRM and impact. The technologies you the unique needs of B2B. it more actionable.
marketing automation. choose should help you
connect program results
directly to revenue.
BUILDING AN ACCOUNT-BASED MARKETING TECHNOLOGY STACK 3
SAMPLE ABM TECH STACK
A
Here is a sample ABM technology Repttrib M
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company is different—with varying OptTiestin nces CMS
business challenges, goals and objectives mizg
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will give you a blueprint of what R
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to consider.
DeCveolnoptamcetnt T ABM Data
Over the next few pages, we’ll walk through N S
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each one of these technologies and briefly SM Tech Stack EL C
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within the ABM Leadership Alliance.
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4 BUILDING AN ACCOUNT-BASED MARKETING TECHNOLOGY STACK
INFRASTRUCTURE
A successful ABM strategy requires a set of core technologies to execute programs across the funnel. These technologies will act as a
foundational element to your ABM strategy and include many of the technologies B2B marketers are already using.
MRC SAM PMD CMS TaMga nagement Live Chat CMStatUroAgrSNeeTt A aOanGcMdcE omEMuRanEn tNR adgETaeL t(a ACa TlRl IoMOf Ny) oSuHr IP CSCcoYrOenSaNteTteTnE tEaM tNno d T(fiC etM MdthiAtSe wN) n eAebeGsdiEtseM o fE NT
a your target accounts
Dat Understand opportunity and
N F R ASTRUCTU pipeline activities from your Engage target accounts with
I RE target accounts a relevant experience
MARKETING AUTOMATION
TAG MANAGEMENT
(MAS)
S
Automate, segment and scale Manage all the code on your
communications with your target website
accounts
Improve website performance
Score highly engaged buyers
at your target accounts
DATA MANAGEMENT
LIVE CHAT
PLATFORM (DMP)
ABM Engage target accounts and
Connect data across solutions from
Tech Stack convert warmer leads
advertising to CMS and marketing
automation, all the way to CRM
Leverage data across the marketing
and sales funnel
5 BUILDING AN ACCOUNT-BASED MARKETING TECHNOLOGY STACK
ACCOUNT SELECTION
Account-Based Marketing requires you to focus on a set of target accounts—the companies with the most potential to your business,
which can include customers, prospects, partners or a mix of all three. Account Selection technologies provide you with data and
insights to target the companies most important to your business.
e
v
cti
di cs
ata Pre alyti DATA
D n g
tahC e A ertisin Identify which accounts to target
viL Adv Make informed decisions about
ACCOUNT So account-based investment
na
M S ELECTIO
N
E
R
U
T T
C N PREDICTIVE
U E
M
R Identify the attributes shared by
T E
S G your high-value customers
A A
G
R Build a list of target accounts
N
F
based on scoring attributes
ANALYTICS
ABM
Measure the success and impact of
Tech Stack
your ABM programs
Tie marketing investment to revenue
6 BUILDING AN ACCOUNT-BASED MARKETING TECHNOLOGY STACK
ENGAGEMENT
To see success with your ABM strategy, you need the right mix of programs—both digital and analog. With these technologies, you can
run a variety of targeted marketing programs to engage the companies on your target account list.
n ADVERTISING SOCIAL
o
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e E
v Create industry conversations and
d
A egil advocacy through digital relationships
ylanA E N GAGEMEN ecn se WEBSITE CONTENT
T
Engage target accounts and Create deeper engagement across
move them through every phase your target accounts and buyer teams

T N E of their journey whether they’re known or anonymous
N
O N
U I AS Educate and convert key Allow buyers to consume content at
O T BA
C C LL stakeholders from your target their pace and accelerate the
E EE accounts buyer’s journey
C L MS
A E E
S N
PERSONALIZATION EMAIL
Create customized content to Engage and convert your target
increase website engagement accounts
from your target accounts
ABM Nurture your target accounts with
Tech Stack Scale personalization to both timely conversations
known and unknown site visitors
Facilitate relevant, 1:1 EVENTS
connections with your audiences
Have a presence at events that
have a high concentration of
your target accounts
7 BUILDING AN ACCOUNT-BASED MARKETING TECHNOLOGY STACK
SALES ENABLEMENT
The promise of ABM is a more precise, focused and efficient approach to B2B marketing and sales. To be successful with ABM, you need
to align your organization, but particularly your sales and marketing teams, around both strategic and tactical efforts. Sales Enablement
technologies provide the insights your sales team needs to focus on the buying groups within your target accounts.
stnevE IntelligeSnaclees InsightsAccount tnempoltecvaetnDoC citylan SPtaaArsgLseE mt Saa cIrNckoeTutEinnLtgsL ioInGnteEtollNi gSCeaEnlec se regarding
s
E SALES Align Sales and Marketing around
E N ABLEMEN account activity data
T
E
N M
G E ACCOUNT INSIGHTS
A
A
S
G U Deliver valuable buying signals to Sales
E R
M E so they can prioritize outreach
M
E
N E
N
CONTACT DEVELOPMENT
Learn more about the individual
ABM decision-makers at your target accounts
Tech Stack
8 BUILDING AN ACCOUNT-BASED MARKETING TECHNOLOGY STACK
MEASUREMENT
The final step to implementing an Account-Based Marketing strategy is measuring your results and optimizing your programs. With
these technologies, you can measure your results at every step of the funnel, with data and metrics that focus on accounts and revenue.
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& M
o CR layouts, CTAs and messaging to
nt
pmaecntt M E ASUREMENT iadcecnotuifnyt wshat resonates with your target
I
T N
N F
S E R BUSINESS INTELLIGENCE
E M A
AL E ST Use data to analyze the performance
L R of your business, identify new areas for
S B U
A C growth and inform strategies
N T
U
ATTRIBUTION & REPORTING
Align Sales and Marketing around a set
ABM of key metrics
Tech Stack
Prove marketing ROI
9 BUILDING AN ACCOUNT-BASED MARKETING TECHNOLOGY STACK
PREDICTIVE
“
Predictive is key to the foundation of our customer’s account-based strategy.
Customers who are leveraging existing CRM data, external data and technology to
predict which accounts are going to be best for their business are able to gain that
competitive advantage and accelerate the growth of their business. Predictive and
ABM are the perfect combination. ”
-Darian Shirazi, CEO, Radius
Predictive allows you to define your ideal The first step to building an ABM
customer profile (ICP)–the common attributes program requires you to build a list of
MAIN BENEFITS
shared amongst your best customers and target accounts—the accounts with a
prospects that convert most often. Predictive much higher likelihood to be your next Understand which prospects
1
technologies consider available data from a customers. With predictive analytics, have the highest probability
variety of internal and external sources (e.g., you can score and segment companies of becoming customers
CRM, marketing automation, websites, social based on a set of attributes that go beyond Focus resources and marketing
2
media channels) to determine: firmographic data (things like company spend on the most valuable
size and industry)—such as social activity, accounts
· Who your best customers are technology usage and buying intent 3 Align Sales and Marketing
signals. From there, you can identify the around a set of target accounts
attributes shared by your highest-value
· How you can convert them
customers and build a list of pre-qualified
accounts. Sales and Marketing can then
· How you can find more of them
align around a common account list and
prioritize marketing spend and outbound
efforts to these key accounts.
10 BUILDING AN ACCOUNT-BASED MARKETING TECHNOLOGY STACK