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 Beto B RevenueAcceleration, a podcast dedicated eating software executives stay on thecutting edge of sales and marketing in their industry. Let's get into the show, I welcome to be to be a revenueacceleration. My name is Oa ite and Amir today, with leand JESCO from Demonbase. How are you lead? I'm Jang very well. Thank you ight good. So today wewill be talking about operationalizing ABM with intand data, but before we gointo Detais, can you please introduce yourself to audience and ther a moreabout you and your role? Atdiman base yeah sure, so I've been a career longtheater, B, Marketer I've been at demand base just coming up for threeyears. I was actually a customer of demand bases before I joined and I'vebeen practicing a camp base, marketing close to five years now, but my role atdemand base is it's a been of everything, so I am the onlyinternational marketer that covers in thea marketing. So I have everythingI'm involved in everything from hipeline generation to event managementto PR branding awareness, and I do a lot of what we call market at amarketer meeting. So I actually work with an Oll of our customers post eventto actually go in and help them figure out how to operationalize ABM in theirorganizations and how they get started and through to prospects, is whell lsoteaching them about. You know what is account base marketing. What are thebenefits, how they get started and also running our certification program aswell, so making sure that people really understand know the strategy of ABM Aand how that can work within their organization before that technologypurchase. So I get involved in a variety of different aspects at demandbase: okay, well, a sons very, very interesting, and definitely I can. Ican already feel thike. There is a lot of expayers and probably loots of greatstory that you may have to Shor with us...

...today. So ABM is still very hod topicin the industry and we often knew abot companies was struggling toimpromimplement ABM programs of giveup in Adian program and its often throughthe difficulties of ligning marketings servs development, businessdevelopments and getting everybody to walk together in some sort of a unisonto get the ABM approach perfect. So the first question that I've got for is howcan companies make sure that all departments are lying to the programand pursing Portuing, the semgols, yeah and and that's definitely somethingthat is really common? And what we hear it's about? Getting that organizationor alignment around Abim giving everybody on the same page. It'sdefinitely a pommon challenge for a lot of our plients and propects as well,and it's really there's a couple of keysteps really to take to ensure thatyou're going to have it successful ABM program or successful ABM initiativesat your company and it's really making sure that you're setting expectationsand that first firstly starts with simplifying your approach. So you wantto be able to connect your target accounts to revenue, because at the endof the day, ABM is all about. You know marketing to those accounts that havethe highest propensity to buy. You know it's enabling marketes to identifyanetarget those accounts that are going to matter most once. You've got that kindof idea in terms of the right account to target, but the next key step isreally knowing who's on your team and actually building that no ABMleadership, alience team, for whatever you may call it, but that's actuallymade up of a number of different functions. So it's not just Salas anmarketing thou w definitely be on that team, but it would be so itwas amarketing plus operations to make sure that you've actually got the right. Youknow technology in place, Orl that your existing technology is going to be anto report, an account level. Your customer success team as well. That'sreally key because you might want to...

...start with your customers. First,that's your first kind of NAABM program, so I m making sure that you're workingclosey with your customer success team and also your finance team as well andthey're, really going to help. You figure out your kind of pipeline goalsbased on your current close rates at your organization, but things like youraverage teal size. How long theyour sale cycle is and that's going to helpyou figure out how many target accounts you need based on those close rates foreach of your sales reps as well, so having those five key departments andleaders from those part departments is really key to success. Okay, and fromyour experience, which one of this function tends to be the most difficultto get inteurist from or to get on side, I think generally, it's the sales teamand because that they seem to be the ones that are for a couple of reasonsso that they are very driven historically on leads and volume oflead. So Y know, we've got to have as many leavs as we can to fill the top ofthe FUNNOL and start filling their pipeline. Obviously, in an accountbased marketing wild, that number of leads is actually going to be lessbecause you're, focusing on fewer accounts, there's going to be lessleads, but the leads that you're actually giving yourselves Tam aregoing to be more qualified they're going to be a better fit fiyold companytheyre going to be towng, those buying signals and therefore they've got a amuch higher chance of actually closing that. So I think that was that's one ofthe reasons 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 a goodexperience as well, so you'll definitely get the most kind of NAsayers in a sales team, and so my advice to that is you know ye getsomebody that really isn't bought into ABM pick, the sales team embers that armore bought into it and maybe have a pilot program and test it Forh, thosefolks and then, once you start seeing success. As we know, sales people areare aturally very competitive, so they...

...see somebody else having success andthey're going to want a piece of that Pie as well. You know that make sense.We often see that as well, even for services, where we may want to pick U Acouple of cells, people first people a really Onde Sonde venue, we can deliverand embrace it, but also on de Oston that they will be not just a spectatorof what's happening. But someone who need to contribute and support us indoing what we need. So you know it's a contributor was UNDRESTIN. One waslooking at the action, so completely appreciate what you're saying I guess Iwas aleading question because I saw you would cover up with sends there you go.So there is a lot of actions, elements N. You know some from different type ofside, sorts and tectical strategy that can be part of an Mabim compax. It's alot of little cogs and bigger COS getting all together to actually Maotwalk, and so I guess I've got to doble type of question for you here, which iswhat does a successful ABM campaign looks like and also could you pleasejust a make zample of that with our idence yeah. So I think that there'slots of different kind of successes as well, and it really depends on supposewhat the overall objective of the ABM program is for a company. So it may bethat 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 objectivemight be around. You know increasing your net pretension rates, or perhapsthings like your net promotor school. You know overall customer satifaction,so we see a lot of our customers actually start with their clients first,because they know those those accounts. Ha've got existing relationships withthose accounts and that they're putting more kind of emphasis into making surethat their customers are happy. So I think, just from an ABM standpoint,that would be things like you know, increasing the communication, making itmore personalized based on.

Potentially, if there's you know arenewal coming up just checking in working with your customer success team,making sure that customers set up for success. It might even be. You knowwhat, from once, they're a new customer making sure that that customeronboarding experience is is really positive, so it might be that you sendthem a gift. So at demand basis is what we actually do with our with our owncustomers. We sendmen send Hem a nice little welcome gift, they'll, havecertain emails from their customer success, team, welcoming thewn and onboard and making sure that they've got access to all of the right productinformation and trailing. We also offer an ABM certification, so that makessure that people have got their kind of ABM strategy in place for so that theyknow kind of what their key goals are aligned around and then just thoseregular check ins throughout the year. It's not just al. You know this customis going to renew in two months right tat, make sure that we start callingthem and having meetings, it's that ropular accadance with them and eveninviting them Shou things like the IP events or, but maybe you have like acustomer, drink dinner or customer dinner and drinks throughout the year.So I think that that those kinds of things really really help as well. It'sjust slowing them a bit of love, essentially, okay, so yes, itsbasically almost like a mot touch. Pype of not Ringo port of your Li, existingcustomos and making surethat Tou involve them is give them a platform tospeak to you absolutely and then I think, from a pers prospect perspective,it's really about kind of engaging them at the right time in the byer journey,and you can use intent data to do that and think we'll probably talk a littlebit more about that a little bit later on. But I think it's just about youknow identifying those right accounts that are shown those intense signalsand engaging them with content, that's relevant to them. So, with they'relooking researching on a particular key word, you would get insight into thatif you're using intent based technology...

...and then it's toin them content, that'srelated to that as well, so making sure that you've got those. You knowmultitouch points again throughout that sales cycle and it's and it's gettingthe information that you're going as a marketed through that intent, data inthe hands of your sales team and your SDR team as well so you're, actuallybiding them to say from an accounts election perspective, and these are theaccounts that are showing these pying signals. So these are the ones that youshould be focusing on, but actually a side of that once you started to engagewith them it. It's then keeping the sales team involved in that salesipeand saying well. This is where they're, showing you know that the look lackywords on this, the activity that they're showing on our website, butalso off our website. We can understand all of that, so that theyre out, whichbecomes much more personalized as well and they're, heading them at the righttime in the buying cycle. So, let's Spiak about itten data now, actually Ithink it's a good fantestic bridge to my next question. So our experiencewithinten data, we just think I's absolutely fantastic. You know becausewe are in the business of prospecting of pot of our business, but everythingthat we do is around prospecting Tbut, a good part of what Wenews are onprospective and when you're prospecting with people who areteally in theprocess of looking for something it's much isier it's much easier and you canget better return and all that oever we'e seen not some retisence. But Iguess you know it's kind of a rich person problem and when you get allthose tools in your asn Al such sat, intend data and knows a bits and piecesfor your ABM approach. We still see internal team, sometimes complainingand so yeah we'll. You know. I've got information from inten data, but Hirwas afreete right person except o EC, which is which is driving US insanebecause you know if I tis, you know that something is going on. Do Your jobturn that into a detective boad type of o coach go and find the right people?you know the right person Ti would be just go and speak to them if syou heardsomething I's going on. So when he's...

...researching someone using your keywardsconsuming your Kyas looking at your competition, do something don't justwait for marketing to give you the perfect empor or don't Yoven. Don'twait for Dmen Baye to actually sell for you, because Widimateme, I think, isthat the case you don't in is Obideotim Aserstam, O, no and marketing wouldpresidil directly. So that's so long in troduction to me innext question, whichis around the. I guess, if I was Toc each other say how can youocorretionalize ABM successfully using inten data and get people to join thedods between the different element of information? You will provide them andscale that up yeah. So I think that there's a couple of different ways thatmarketing teems are using intent data today, so it goes back to it. Theearlier points that I made around starting at that identification ofthose best target accounts. So initially it's helping that marketingteam work with Salls to say: okay, if you're not giving us your targetaccountless. So that's one one aspect, but actually are they shit? Are theyshowing any bind signals? What does the inten data look like if they're showingany at all, but it will also help surface additional accounts that wenton their target account thiss, but meet your idol customer profile, so it givesthem 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 marketes. So I think most organizations are going toknow kind of what job functions and job roles make up that buying committee, soyou're. Actually, then getting that intent date and I think, a great way ofoperationizing. It is actually making sure that that data is actionable, sowe're getting that intent data. But what is the next step? So you wouldlook at okay, one of those accounts currently doing across my website. Arethey even visiting my website at all for those that are not, then the nextbest step for that would be actually,...

...let's put those accounts into anaccount based advertising campaign. We want to target those high intent usersthat are searching on those key words with you know relevant messaging,that's going to hit them at that stage, ind the buying cycle and it's going tobe delivered to them in contectulby relevant places. So I we're targeting afinancial services company as an example. We're going to put our advertson you know, Financial Times, so that those folks that are are looking inthose areas are going to be served with with those ads and then once weactually get them back to our website. We just want to make sure that thatexperience is really personized to them know you might have a ton of greatcontent. You might have lots of. You know, industry, specific content, butif 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 theycan't find ha content within a a few kind of seconds and then they'll leaveyour website. So it's actually utilizing things such as that intentdata, but alongside IP recognition technology to actually identify thatit's a financial services account that's coming to your website so thatwhen they hit the home page they're, actually greeted with financialservices messaging, it might has been imagery. That's related to financialservices or a specific white paple o case study. That's going to you knowtalk to their kind of needs as well, as I think calling that out and justgetting a better experience for that account. It's much more likely to getthem to that fulmfill stage, which is where they, then you know, identifythemselves to you as an individual and they give you that consent ind. Yoursales team can follow up with that person, but before they're, actuallygetting to that fullfill stage, it's just making sure that you're givingthose buying signals to yourselves team, so you can actually share. These are athe specific he wors that they're searching on this is the specificcontent that they're consuming and off our website Wen. This is how they'reengaging with our ads as well, but we...

...can actually work with our selves teamto make sure that the minute that account comes to our website they're,actually getting notifications in real time and we're delivering that wherethe sales team are actually working, so we're not expecting them to log intothe mombas platform. We're actually you know. We know ses people are prettylazy by nature, a d they need a lot of spoon feeding but well actually deliverthat through that email account through slack, which we used as are as ourchattel and directly into their sales force. Instance at that account level,so they're getting that insight, actually, where they're working thenthey can do that out, reach themselves or perhaps work with their restte Ar todo that outreaching and put together. You know a nice email, that'sPersonalizedir, perhaps pick up the phone have that conversation, okay, welsongs, very, very powrful. So thanks for that Leanan, I really appreciateyour time and insight to Tay Unde the different question. As you know, ifanyone wants to connect with you, learn more about demen bays pick your brainup or on a specific subject matter: Relat to inten data ABM. What is thebest way to get old of you YEP, so a couple of different channels, I'mpretty asave across social media, so I do have a twitter account as well, soit's Leann, Moyer, Moir, t four, that's my twitter handle or you can find me atLinktin, which is just a confuse people in my married name, Solian Chessco, orthey can email me through my demand based email, which is l Chessco at Lon,Basscom ut I'll, be happy to answer any questions you may have around ABMintent data. Anything like that. Well as great many things once againn theARN, it was great to have you to the bishow great thank Yo. operadics has redefined the meaning ofrevenue generation for technology companies worldwide, while thetraditional concepts of building and managing inside sales teams in househas existed for many years. Companies are struggling with the lack of focus,agility and scale required in today's...

...fast and complex world of enterprisetechnology sales see Ow operatics can help your company accelerate pipelineat operatics. Dot Net you've been listening to be to B RevenueAcceleration to ensure that you never miss an episode subscribe to the showin your favorite podcast player. Thank you so much for listening until nexttime.

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