MTS: What does your agenda for Dreamforce 2017 look like?
Jason Jue: I’ll be joining a panel of CXOs on Wednesday morning. Our session will cover “What works and doesn’t in Account Based Marketing.” It’s a follow up to last year’s most popular ABM session, which was largely driven by Q&A surrounding “What is ABM?” We were lucky to have such an engaged audience and ended up extending the session for an extra 30 minutes to handle all the Q&A. I’m looking forward to another round of discussions about ABM this year, where we’ll dive deeper into more specific tactics, strategies, and areas in ABM. I’ll be focused on account based advertising.
MTS: Who are you keen to meet at Dreamforce 2017?
Jason: Michelle Obama
MTS: Tell us about the magic you create with Account Targeting and Web Personalization for ABM?
Jason: Magic happens not just with account targeting but with persona targeting within your most important accounts. Your personalized messaging is only as good as your ability to reach the people you’re trying to sell to. Effective targeting is foundational to any ABM strategy. It allows marketers to run personalized web campaigns, even when their target accounts only consist of unknown visitors. With the right metrics in place, marketers can gain visibility into early-stage research, direct them towards the most relevant content, and enable sales to prospect into these interested accounts with consistent and relevant messaging.
Web personalization makes account based advertising work. Ads will drive traffic to your site. But, most of the time that traffic bounces. It’s essential that the web experience is similar to ad messaging to increase engagement and conversions. If anonymous visitors don’t find what they are looking for they bounce.
MTS: How does Triblio help B2B teams overcome the deficiencies that cause Lead Generation collapse?
Jason: With leads, you’re focusing on individual people. However, an individual person does not make the decision to buy, in a B2B purchase. Teams do. If you put all your eggs in one basket with just one known contact, you don’t have a good chance of winning that account. This lead might not be in the right department or even in a qualified account. There are many factors that could cause this lead to fail to champion your product to closed-won.
With account-based marketing, we’re saying, don’t bank on individual leads. Instead, nurture the entire buying center. On average, 6.8 stakeholders are involved in a B2B purchase, and each of these stakeholders needs to be receiving consistent marketing and sales messaging.
However, more importantly, you might not even land that one lead. In today’s B2B buyer journey, it could take months for a prospect to fill out a form, if at all. According to our research into hundreds of thousands of client data points, 45% of prospects engaged with a vendor’s website 90 days prior to form fill. During these initial months of research, the lead-based model for demand generation has no solution. ABM does. SiriusDecisions coined this stage in the funnel “Active Demand,” where visitors from target accounts are showing interest but choosing to remain anonymous.
To engage with prospects early in the buyer journey, SalesLoft uses Triblio to deliver 1:1 messaging across web and sales campaigns to their tier 1 accounts. Rather than waste resources on chasing down leads that might not be qualified, SalesLoft’s marketing team identify personalizes the web experience for each target account, and can identify whether known or unknown visitors from target accounts are actively engaged with their content and campaigns. Then each morning, its sales team receives a report on target account engagement, which enables their reps to outbound at the point of interest with the right messaging. SalesLoft had Triblio up and running within weeks and saw a 2-3x lift in conversions.
MTS: What’s the next frontier for ABM advertising in B2B ecosystem?
Jason: Account-based advertising helps drive awareness.
However, pure account based advertising is not as effective as account ads tied to your web and sales campaigns. Click-through rates are low, so marketers can’t count on click-through activity to direct prospects to the right landing pages. When account based ads are paired with web personalization, the marketer paves an alternate path to the same destination. This pathing is called a view-through. It routes prospects who saw your ad, didn’t click but visited your website to the right messaging.
Winshuttle, an SAP enhancements provider, capitalized on view-through conversions to drive traffic in their target accounts. For each target segment, the marketing team personalized display ads, a landing page, and their homepage with the same messaging. This way, prospects who saw a display ad would receive the right messaging whether they clicked on the ad or visited winshuttle.com later, which was more often the case.
Winshuttle’s first account based advertising campaign with Triblio drove a 5.6x lift in traffic and a similar lift in conversions in their target accounts. It was a cross-sell campaign. Account based advertising tools like Triblio, can target personas in target accounts. So, they could deliver one message to the new department they were trying to target.
MTS: How do you see programmatic and AI/ML capabilities accelerating the growth B2B sales enablement and ABM platforms?
Jason: Right now, according to head-to-head comparisons with the competition, it has helped us to have the best data to recognize anonymous visitors to target accounts. This means that B2B marketers can do more ABM campaigns to more target accounts.
MTS: How should B2B marketing and sales companies plan their AI-adoption strategies for better trigger-based campaigns and sales outboarding?
Jason: Before technology is implemented, it is important to have a flexible process and an organizational culture that is adaptable to technological change. And, testing and learning new technology. That’s a certainty.
What’s uncertain is how AI will fully impact our future as it is such transformative technology.
How was that non-answer answer?
MTS: Thanks for chatting with us, Jason.
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