B2B Revenue Acceleration
B2B Revenue Acceleration

Episode · 3 years ago

33: Using Intent Data to Boost your ABM Program’s Success w/ Leanne Chescoe

ABOUT THIS EPISODE

ABM has been around for a while now.

But many companies are still struggling to implement an AMB program successfully.

Leanne Chescoe came on the latest episode of the B2B Revenue Acceleration podcast to talk about how to successfully implement an ABM initiative, focusing on how to operationalize ABM with intent data.

Leanne is a career long B2B marketer, but currently works as the Senior Manager Field Marketing EMEA at Demandbase.

You're listening to BB revenue acceleration, a podcast dedicated helping software executives stay on the cutting edge of sales and marketing in their industry. Let's get into the show. Hi, welcome to be to beer of a new acceleration. My name is only am with you and I'm mere today with LEANCHSCO from Demon base. How are you the end? I'm doing very well. Thank you, Ray. Good. So today we would be talking about operationalazing abm with in then data. But before we go into details, can you please introduce yourself to our audience and there us more about you and your roll Adamen Base? Yeah, sure, so I've been a career long be to be marketer. I've been at demand base just coming up for three years. I was actually a customer of demand basis before I joined and I've been practicing a camp base marketing close to five years now. But my role at demand base is it's a bit of everything. So I am the only international marketer that covers a mere marketing. So I have everything. I'm involved in everything from pipeline generation to event management to PR branding awareness and I do a lot of what we call market to marketer meeting. So I actually work with a lot of our customers post event to actually go in and help them figure out how to operationalize ABM in their organizations and how they get started, and through two prospects as well. So teaching them about know what is account base marketing, what are the benefits, how they get started, and also running our certification program as well. So making sure that people really understand, know the strategy of ABM and how that can work within their organization before that technology purchase. So I get involved in a variety of different aspects at demand base. Okay, well, sounds very, very interesting and definitely I can I can already feel that there is a lot of fixperson probably lots of great story that you may have...

...to show with us today. So ABM is still a very hard to pick in the industry and we often know about companies, while struggling to improve implement ABM programs, of give up in ABM program and it's often should the difficulties of a laiming marketing serves development, business development and getting everybody to walk together in some sort of unison to get the ABM approach perfect. So the first question that have good for you is all, can companies make sure that all departments are aligned to the program and pussing post doing the same goods? Yeah, and that's definitely something that is really common and what we hear. It's about getting that organization or alignment around ABM and getting everybody on the same page. It's definitely a common challenge for a lot of our clients and prospects as well, and it's really there's a couple of key steps really to take to ensure that you're going to have it successful ABM program or successful ABM initiatives at your company, and it's really making sure that you're setting expectations and that first firstly starts with simplifying your approach. Show you want to be able to connect your target accounts to revenue because at the end of the day, ABM is all about, you know, marketing to those accounts that have the highest propensity to buy. You know, it's enabling market is to identify and target those accounts that are going to matter most. Once you've got that kind of idea in terms of the right accounts to target. But the next key step is really knowing who's on your team and actually building that no, ABM leadership a lions team or whatever you may call it, but that's actually made up of a number of different functions. So it's not just sales and marketing. They would definitely be on that team, but it will be sales and marketing plus operations to make sure that you've actually got the right, you know, technology in place or that your existing technology is going to be able to report on an account level, your customer success team as well. That's really key because you might want to start with your customers first as your first kind of an...

...a ABM program so making sure that you're working closely with your customer success team and also your finance team as well, and they're really going to help you figure out your kind of pipeline goals based on your current close rates at your organization, but things like your average deal size, how long the your sales cycle is, and that's going to help you figure out how many target accounts you need based on those close rates for each of your sales reps as well. So having those five key departments and leaders from those departments is really key to success. Okay, and from your explains, which one of this function tends to be the most difficult to getting terrorists from or to get on site. I think generally it's the sales team and because that, they seem to be the ones that are for a couple of reasons, so that they are very driven historically on leads and volume of lead. So you know, we've got to have as many leads as we can to fill the top of the funnel and start filling their pipeline. Obviously, in an account based marketing world that number of leads is actually going to be less because you're focusing on fewer accounts. There's going to be less leads, but the leads that you're actually giving your sales team are going to be more qualified, they're going to be a better fit for your company, they're going to be knowing those buying signals and therefore they've got a much higher chance of actually closing that. So I think that was that's one of the reasons. there. It may be that sales persons being involved in ABM program either at that company before or at a previous company, and hasn't had a good experience as well. So you definitely get the most kind of naysayers in a sales chain, and so my advice to that is you know, if you get somebody that really isn't brought into ABM, pick the sales team and BOS that are mobile into it and maybe have a pilot program and test it with those folks and then once she starts seeing success, as we know, salespeople are a naturally very competitive, so...

...they see somebody else having success and they're going to want a piece of that Pie as well. Yeah, and that makes sense. We often see that as well, even for our services, where we may want to pick a couple of salespeople first people. It's really on those on the value we can deliver and mbrace it, but also on the stone that they will be not just a spectator of what's opening but someone else will need to contribute and supporters in doing what we need. So you know it's a contributor. was under someone was looking at the action, so probably appreciate what you're saying. I guess I was a leading question because I saw you would cover up with cells. There you go. So there is a lot of actions, elements and you know, some from different type of sides, salts and tact equal strategy that can be part of an or maybe m complex with it's a lot of little cogs and bigger cogs getting all together to actually make it walk. And so I guess I've got to double type of question for you here, which is what does the successful ABM compaign looks like? And also could you please show some Mike Zam pall of that with our audience? Yeah, so I think that there's lots of different kind of successes as well and and it really depends on, suppose, what the overall objective of baby m program is for a company. So it may be that you're starting with your customers as your first kind of segment and you want to test an ABM campaign with them, and so the company objective might be around, you know, increasing your net pretension rates or perhaps things like your network promoter score, you know, overall customer satisfaction. So we see a lot of our customers actually start with their clients first because they know those those accounts, they've got existing relationships with those accounts and they're they're putting more kind of emphasis into making sure that their customers are happy. So I think just from an ABM standpoint, that would be things like, you know, increasing the communication, making it more personalized,...

...based on potentially if there's you know and renewal coming up. Just checking in, working with your customer success team, making sure that customers set up for success. It might even be, you know what, from once they're a new customer, making sure that that customer on boarding experience is is really positive. So it might be that you send them a gift. So at demand basis, is what we actually do with our our own customers. We send them a send them a nice little welcome gift. They'll have certain emails from their customer success team welcoming them them on board and making sure that they've got access to all of the right product information and training. We also offer an ABM certification so that make sure that people have got their kind of ADM strategy in place for so that they know kind of what their key goals are aligned around. And then just those regular check ins throughout the year. It's not just all you know, this custom is going to renew in two months right, let's make sure that we start calling them and having meetings. It's that regular cadence with them and even inviting them to things like the IP events or but maybe you have like a customer drinks dinner or customer dinner and drinks throughout the year. So I think that that those kinds of things really really help as well, which just showing them a bit of love essentially. Okay. So, yes, it's basically almost like a Mooly, keep touched, pape off knowledge, bring a project egg existing customer miles and making sures you involved them. If you give them a blood farm to speak to you, absolutely. And then, I think from a press prospect perspective, it's really about kind of engaging them at the right time in the buyer journey and you can use intent data to do that and think we'll probably talk a little bit more about that a little bit later on, but I think it's just about, you know, identifying those right accounts that are shown those intense signals and engaging them with content that's relevant to them. So with they're looking or researching on a particular key words, you would get insight into that if you're using intent...

...based technology. And then it's putting them content that's related to that as well. So making sure that you've got those, you know, multitouch points again throughout that sales cycle and it's and it's getting that information that you're getting as a market tear through that intent data in the hands of your sales team and your SDR team as well, so you're actually guiding them to say, from an account selection perspective, these are the accounts that are showing these buying signals, so these are the ones that you should be focusing on. But actually, a side of that, once you've started to engage with them, it's it's been keeping the the sales team involved in that seal circle and saying, well, this is where they're sharing. You know that they're looking like key words on this the activity that they're showing on our website, but also off our website. We can understand all of that so that they're outreach becomes much more personalized as well and they're hitting them at the right time in the buying cycle. So let's spick about inten data now. Actually I think it's a good frontesting bridge to man x question. So I experience with inten data, we just think is absolutely fantastic, you know, because we are in the business of prospecting or about for business, but everything that we do is are on prospecting. But a good part of what we do is are on prospecting. And when you're prospecting, which people are actually in the process of looking for something. It's much as Yah, it's much easier and you can get better return and all that. However, we've seen not some reticence, but I guess you know, it's kind of a rich person problem. And when you get all those tools in yours and all such as intend data and no orbits and pieces for your ABM approach, we still see internal teams sometimes complaining and so yeah, well, you know, I've got information from intent data, but I was afread the right person, etcter, etc. Which is which is driving us inside, because you know, if at least you know that something is going on, do your job. Turn that into a detective boat type of approach. Go and find the right people. You know the right person, I would be just go and speak to them if you had something is going on. So when his research in someone is using your keywords,...

...consuming your keywords, looking at your competition, do something. Don't just wait for marketing to give you the perfect empulea or don't even don't wait for the men base to actually sell for you because ultimately, I think, is that the case? You don't need is a BEDR team or sells team. You know and marketing with plositive directly. So that's a long introduction to my index question, which is around the guess if I was to to get each other and say how can you operationalize abm successfully using intend data and get people to join the dots between the different element of information you will provide them and scale that up. Yeah, so I think there's a couple of different ways that marketing teams are using intent data today. So it goes back to that the earlier points that I made around starting at that identification of those best target accounts. So initially it's helping that marketing team work with sales to say, okay, you've got a given us your target account list. So that's one one aspect. But actually are they share are they showing any buying signals? What does the intent data look like if they're showing any at all? But it will also help surface additional accounts that weren't on their target account this but meet your idle customer profile. So it gives them that the best target accounts to actually target and then you can actually target the real buying team as well. So we know at demand base that we're targeting. You know market is. So I think most organizations are going to know kind of what job functions and job roles make up that buying committee. So you're actually then getting that intent data and I think a great way of operationalizing it is actually making sure that that data is is actionable. So you're going to that intent data, but what is the next steps? So you would look at okay, what are those accounts currently doing across my website? Are they even visiting my website at all? For those that are not, then the next best step for that with the actually let's put those accounts into an account based advertising campaign and...

...we want to target those high intent users that are searching on those keywords with, you know, relevant messaging that's going to hit their at that stage in the buying cycle and it's going to be delivered to them in contextually relevant places. So we we're targeting a financial services company as an example. We're going to Pake our adverts on you know Financial Times so that those folks that are looking in those areas are going to be served with with those ads and then once we actually get them back to our website, we just want to make sure that that experience is really personalized to them. You might have a ton of great content, you might have some lots of, you know, industry specific content, but if people actually have to search for that when they come to your website, what we see happen more often than not this people get frustrated because they can't find the content within a few kind of seconds and then they'll leave your website. So it's actually utilizing things such as that intent data, but alongside IP recognition technology, to actually identify that it's a financial services account that's coming to your website, so that when they hit the home page they're actually greeted with financial services messaging. It might pus them imagery that's related to financial services or a specific white paper or a case study that's going to, you know, talk to their kind of needs as well. So I think calling that out and just getting a better experience for that account it's much more likely to get them to that form fill stage, which is where they then, you know, identify themselves to you as an individual and they give you that concern sent in your sales team can follow up with that person. But before they're actually getting to that home field stage, it's just making sure that you're giving those buying signals to your sales team so you can actually share these are at the specific he was that they're searching on, this is the specific content that they're consuming on and off our website. Then this is how they're engaging with our ads as well, that we can actually work with our...

...sales team to make sure that the minute that account comes to our website, they're actually getting notifications in real time and we're delivering that where the sales team are actually working. So we're not expecting them to log into the moon based platform. We're actually you know, we know sales people are pretty lazy by nature and they need a lot of spoon feeding. But will actually deliver that through their email account, through slack, which we use as are as our chattel, and directly into their sales force, instance, at that account level, so they're getting that insight actually where they're working. Then they can do that outreach themselves or perhaps work with their str to do that outreaching and put together a, you know, a nice email that's personalized, or perhaps pick up the phone and have that conversation. Okay, well, it's film was very, very poor, awful. So thanks for ely and and I really appreciate your claim and insight with the under the your friend questioned. As to now, if anyone wants to connect with you, lawn, more, Bodiam and base, pick your brain up or on a specific subject motor related to intended are Abum, what is the best way to get to one of you? YEA, so a couple of different channels. I'm pretty at said, across social media. So I do have a twitter account as well. So it's Lean Moya and I are eight four. That's my twitter handle. Or you can find me at Linkedin, which is just to confuse people in my married name, so lean CHESSCO, or they can email me through my damm based email, which is l Chessco at Damon Bascom, and I'll be happy to answer any questions you may have around a BM, intense data, anything like that, well as great many things. Once again, Leanne, he was great to have you to the mlishaw great. Thank you. operatics has redefined the meaning of revenue generation for technology companies worldwide. While the traditional concepts of building and managing inside sales teams inhouse has existed for many years, companies are struggling with a lack of focus, agility and scale required in today's fast...

...and complex world of enterprise technology, sales see O operatics can help your company accelerate pipeline at operatics dotnet. You've been listening to BEDB revenue acceleration. To ensure that you never miss an episode, subscribe to the show in your favorite podcast player. Thank you so much for listening. Until next time.

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