B2B Revenue Acceleration
B2B Revenue Acceleration

Episode · 2 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 marketingin their industry. Let's get into the show. Hi, welcome to beto beer of a new acceleration. My name is only am with you andI'm mere today with LEANCHSCO from Demon base. How are you the end? I'mdoing very well. Thank you, Ray. Good. So today wewould be talking about operationalazing abm with in then data. But before we gointo details, can you please introduce yourself to our audience and there us moreabout you and your roll Adamen Base? Yeah, sure, so I've beena career long be to be marketer. I've been at demand base just comingup for three years. I was actually a customer of demand basis before Ijoined 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 Iam 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 awarenessand I do a lot of what we call market to marketer meeting. SoI actually work with a lot of our customers post event to actually go inand help them figure out how to operationalize ABM in their organizations and how theyget started, and through two prospects as well. So teaching them about knowwhat is account base marketing, what are the benefits, how they get started, and also running our certification program as well. So making sure that peoplereally understand, know the strategy of ABM and how that can work within theirorganization before that technology purchase. So I get involved in a variety of differentaspects at demand base. Okay, well, sounds very, very interesting and definitelyI can I can already feel that there is a lot of fixperson probablylots of great story that you may have...

...to show with us today. SoABM is still a very hard to pick in the industry and we often knowabout companies, while struggling to improve implement ABM programs, of give up inABM 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 getthe ABM approach perfect. So the first question that have good for you isall, can companies make sure that all departments are aligned to the program andpussing post doing the same goods? Yeah, and that's definitely something that is reallycommon and what we hear. It's about getting that organization or alignment aroundABM and getting everybody on the same page. It's definitely a common challenge for alot of our clients and prospects as well, and it's really there's acouple of key steps really to take to ensure that you're going to have itsuccessful ABM program or successful ABM initiatives at your company, and it's really makingsure 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 atthe end of the day, ABM is all about, you know, marketingto those accounts that have the highest propensity to buy. You know, it'senabling 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 totarget. But the next key step is really knowing who's on your team andactually building that no, ABM leadership a lions team or whatever you may callit, but that's actually made up of a number of different functions. Soit'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 actuallygot the right, you know, technology in place or that your existing technologyis going to be able to report on an account level, your customer successteam as well. That's really key because you might want to start with yourcustomers first as your first kind of an...

...a ABM program so making sure thatyou'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 goalsbased on your current close rates at your organization, but things like your averagedeal size, how long the your sales cycle is, and that's going tohelp you figure out how many target accounts you need based on those close ratesfor each of your sales reps as well. So having those five key departments andleaders from those departments is really key to success. Okay, and fromyour explains, which one of this function tends to be the most difficult togetting terrorists from or to get on site. I think generally it's the sales teamand because that, they seem to be the ones that are for acouple of reasons, so that they are very driven historically on leads and volumeof lead. So you know, we've got to have as many leads aswe 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 goingto be less because you're focusing on fewer accounts. There's going to be lessleads, but the leads that you're actually giving your sales team are going tobe 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 higherchance of actually closing that. So I think that was that's one of thereasons. there. It may be that sales persons being involved in ABM programeither at that company before or at a previous company, and hasn't had agood experience as well. So you definitely get the most kind of naysayers ina sales chain, and so my advice to that is you know, ifyou get somebody that really isn't brought into ABM, pick the sales team andBOS that are mobile into it and maybe have a pilot program and test itwith 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 andthey're going to want a piece of that Pie as well. Yeah, andthat 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'sreally on those on the value we can deliver and mbrace it, but alsoon the stone that they will be not just a spectator of what's opening butsomeone else will need to contribute and supporters in doing what we need. Soyou 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 becauseI saw you would cover up with cells. There you go. So there isa lot of actions, elements and you know, some from different typeof sides, salts and tact equal strategy that can be part of an ormaybe m complex with it's a lot of little cogs and bigger cogs getting alltogether to actually make it walk. And so I guess I've got to doubletype of question for you here, which is what does the successful ABM compaignlooks like? And also could you please show some Mike Zam pall of thatwith our audience? Yeah, so I think that there's lots of different kindof successes as well and and it really depends on, suppose, what theoverall objective of baby m program is for a company. So it may bethat you're starting with your customers as your first kind of segment and you wantto test an ABM campaign with them, and so the company objective might bearound, you know, increasing your net pretension rates or perhaps things like yournetwork promoter score, you know, overall customer satisfaction. So we see alot of our customers actually start with their clients first because they know those thoseaccounts, they've got existing relationships with those accounts and they're they're putting more kindof emphasis into making sure that their customers are happy. So I think justfrom an ABM standpoint, that would be things like, you know, increasingthe communication, making it more personalized,...

...based on potentially if there's you knowand 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 thatcustomer on boarding experience is is really positive. So it might be that you sendthem a gift. So at demand basis, is what we actually dowith our our own customers. We send them a send them a nice littlewelcome gift. They'll have certain emails from their customer success team welcoming them themon board and making sure that they've got access to all of the right productinformation and training. We also offer an ABM certification so that make sure thatpeople have got their kind of ADM strategy in place for so that they knowkind of what their key goals are aligned around. And then just those regularcheck ins throughout the year. It's not just all you know, this customis going to renew in two months right, let's make sure that we start callingthem and having meetings. It's that regular cadence with them and even invitingthem to things like the IP events or but maybe you have like a customerdrinks dinner or customer dinner and drinks throughout the year. So I think thatthat those kinds of things really really help as well, which just showing thema bit of love essentially. Okay. So, yes, it's basically almostlike a Mooly, keep touched, pape off knowledge, bring a project eggexisting customer miles and making sures you involved them. If you give them ablood farm to speak to you, absolutely. And then, I think from apress prospect perspective, it's really about kind of engaging them at the righttime in the buyer journey and you can use intent data to do that andthink 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 accountsthat 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 wouldget insight into that if you're using intent...

...based technology. And then it's puttingthem 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 andit's getting that information that you're getting as a market tear through that intent datain the hands of your sales team and your SDR team as well, soyou're actually guiding them to say, from an account selection perspective, these arethe accounts that are showing these buying signals, so these are the ones that youshould be focusing on. But actually, a side of that, once you'vestarted to engage with them, it's it's been keeping the the sales teaminvolved 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'reshowing on our website, but also off our website. We can understand allof that so that they're outreach becomes much more personalized as well and they're hittingthem at the right time in the buying cycle. So let's spick about intendata 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 partof what we do is are on prospecting. And when you're prospecting, which peopleare 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 kindof a rich person problem. And when you get all those tools in yoursand 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, youknow, I've got information from intent data, but I was afread the right person, etcter, etc. Which is which is driving us inside, becauseyou know, if at least you know that something is going on, doyour job. Turn that into a detective boat type of approach. Go andfind the right people. You know the right person, I would be justgo and speak to them if you had something is going on. So whenhis research in someone is using your keywords,...

...consuming your keywords, looking at yourcompetition, do something. Don't just wait for marketing to give you theperfect empulea or don't even don't wait for the men base to actually sell foryou because ultimately, I think, is that the case? You don't needis 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 theguess if I was to to get each other and say how can you operationalizeabm successfully using intend data and get people to join the dots between the differentelement of information you will provide them and scale that up. Yeah, soI think there's a couple of different ways that marketing teams are using intent datatoday. So it goes back to that the earlier points that I made aroundstarting at that identification of those best target accounts. So initially it's helping thatmarketing team work with sales to say, okay, you've got a given usyour target account list. So that's one one aspect. But actually are theyshare are they showing any buying signals? What does the intent data look likeif they're showing any at all? But it will also help surface additional accountsthat weren't on their target account this but meet your idle customer profile. Soit gives them that the best target accounts to actually target and then you canactually target the real buying team as well. So we know at demand base thatwe're targeting. You know market is. So I think most organizations are goingto know kind of what job functions and job roles make up that buyingcommittee. So you're actually then getting that intent data and I think a greatway 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 mywebsite? Are they even visiting my website at all? For those that arenot, then the next best step for that with the actually let's put thoseaccounts into an account based advertising campaign and...

...we want to target those high intentusers that are searching on those keywords with, you know, relevant messaging that's goingto hit their at that stage in the buying cycle and it's going tobe delivered to them in contextually relevant places. So we we're targeting a financial servicescompany as an example. We're going to Pake our adverts on you knowFinancial Times so that those folks that are looking in those areas are going tobe served with with those ads and then once we actually get them back toour website, we just want to make sure that that experience is really personalizedto them. You might have a ton of great content, you might havesome lots of, you know, industry specific content, but if people actuallyhave to search for that when they come to your website, what we seehappen more often than not this people get frustrated because they can't find the contentwithin a few kind of seconds and then they'll leave your website. So it'sactually utilizing things such as that intent data, but alongside IP recognition technology, toactually 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 whitepaper or a case study that's going to, you know, talk to their kindof needs as well. So I think calling that out and just gettinga better experience for that account it's much more likely to get them to thatform fill stage, which is where they then, you know, identify themselvesto you as an individual and they give you that concern sent in your salesteam can follow up with that person. But before they're actually getting to thathome field stage, it's just making sure that you're giving those buying signals toyour sales team so you can actually share these are at the specific he wasthat they're searching on, this is the specific content that they're consuming on andoff 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 theminute that account comes to our website, they're actually getting notifications in real timeand we're delivering that where the sales team are actually working. So we're notexpecting 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 ofspoon feeding. But will actually deliver that through their email account, through slack, which we use as are as our chattel, and directly into their salesforce, instance, at that account level, so they're getting that insight actually wherethey're working. Then they can do that outreach themselves or perhaps work withtheir str to do that outreaching and put together a, you know, anice 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 theunder the your friend questioned. As to now, if anyone wants to connectwith you, lawn, more, Bodiam and base, pick your brain upor on a specific subject motor related to intended are Abum, what is thebest way to get to one of you? YEA, so a couple of differentchannels. I'm pretty at said, across social media. So I dohave a twitter account as well. So it's Lean Moya and I are eightfour. 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 Chesscoat Damon Bascom, and I'll be happy to answer any questions you may havearound a BM, intense data, anything like that, well as great manythings. Once again, Leanne, he was great to have you to themlishaw great. Thank you. operatics has redefined the meaning of revenue generation fortechnology companies worldwide. While the traditional concepts of building and managing inside sales teamsinhouse 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'vebeen 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 muchfor listening. Until next time.

In-Stream Audio Search

NEW

Search across all episodes within this podcast

Episodes (120)