Account Based Marketing Overview
- 1. Account Based Marketing July, 2016 Nelson Bernabe
- 2. 2Copyright © 2016 Accenture All rights reserved. ABM is not about generating leads, but instead about nurturing accounts…
- 3. 3 Accenture’s 4R Personalization Model Copyright © 2016 Accenture All rights reserved. RECOGNIZE Know your customer and prospect’s profiles including demographics/firmographics, geography, and expressed or shared interests. RECOMMEND Reach them with the right marketing, offer, content, or product recommendations for the customer based on their actions, preferences, and interests. REMEMBER Knowing your customer’s history means knowing how they act–as expressed by what they browse and what they buy. RELEVANCE Delivering personalization within the context of the digital experience based on who they are, where they are located, and/or what time of the year it is. ABM is the same always-on, personalized journey strategy that modern marketers aspire to, but it is based on account attributes.
- 4. 4 What is Account Based Marketing (ABM)? Copyright © 2016 Accenture All rights reserved. Account Based Marketing is a strategy, NOT a technology solution, that enables targeted communications and journeys based on company-level insights. Identify the company of known and unknown visitors Augment visitor profiles based on account interest indicators IDENTIFICATION DATA AUGMENTATION Leverage technologies to personalize inbound and outbound experiences based on data PERSONALIZATION
- 5. 5 Page Visitor Identification Copyright © 2016 Accenture All rights reserved. • Trustworthiness of data/identification accuracy • Ability to identify contact-level attributes, like name, in addition to company + • Requires visitor to have revealed to Eloqua • Will not work if visitor has cleared cookies – ELOQUA COOKIES Utilize Eloqua cookies to identify visitor • Potential to identify visitors beyond existing contact base + • Could require custom integration with tools, like Eloqua, to perform identification/personalization – POOLED COOKIES Access cookie pools from third parties • Ability to leverage for known and unknown visitors + • Lower overall match recognition of company as a standalone solution • Will only identify company of visitor if individual is browsing on company network – REVERSE IP LOOK-UP Utilize vendor solution to perform reverse IP look up to identify company network
- 6. 6 Data Augmentation Copyright © 2016 Accenture All rights reserved. Data Cleansing Behavioral Insight/ Analytics Predictive Analytics • Data validation/normalization and cleansing for existing contacts and those originating from form submits • Can supply additional account/contact-level attributes outside of owned contact database (e.g. industry, job title, etc.) • Vendor solutions can help identify topics of interest or velocity of online search activity for a given topic for a given company on non-owned domains • Use of Eloqua page tags can identify a visitor’s browsing behavior and interest on owned domains natively • Vendor solutions can identify buying stage, potential budget, products of interest, and net new contacts that are apart of the purchasing team Sample Vendors
- 7. 7 Sample Account-Based Omnichannel Personalization Copyright © 2016 Accenture All rights reserved. SEGMENT INITIAL OFFER ON-DEMAND VIDEO LAST CHANCE OFFER TOPIC- SPECIFIC OFFER FORM SUBMITS OWNED CONTACT DATABASE Banner Ads Syndicated Content Owned Media Engaged? YesNo Account Topic Interest Product 1 Product 2 Product 3 Product 4 … Product n Email offer selected based on… Paid/owned offer served based on… Segments can be pushed from Eloqua to Bluekai, leveraging topic interest CDO Data could be owned or purchased and stored in an account CDO In market? Reevaluated hourly Drop into topic-based always-on journey Engaged? Key Call-outs • Don’t underestimate the time it will take to build content to match the product interest • Ensure your segmentation parameters/targeting strategy align across channels • Make sure your data is clean and that you are able to associate contacts to the appropriate accounts
- 8. 8 Account Insights to Sales Copyright © 2016 Accenture All rights reserved. ABM doesn’t stop at marketing. The same insights used to generate relevant offers should be provided to sales managers to guide and inform on-going account discussions. Potential Insights for Sales • Product interest • Buy cycle stage • Estimated wallet • Engagement level with marketing or digital assets • Engagement with call centers/support
- 9. The Challenge: • Use account/company-level insight and indicators to customize the inbound experience and better target contacts in outbound channels, like email and paid media • Pilot vendor solutions to assess capability and performance before implementing in a global instance The Solution: • Accenture was involved in the integration of two data augmentation AppCloud Marketplace solutions, the architecture of third party data sets indicating company topics of interest, and the custom implementation of solution that identifies a third party cookie for unknown and delivers attributes of the associated company based on third party data sources in order to best personalize Eloqua landing pages and emails with relevant offers • Accenture strategized, built, and maintained an always-on journey that leveraged each of the net new capabilities and was involved with paid media and syndicated content strategy to ensure a consistent omnichannel experience The Results: • Topic of interest data increased email open rates from 12% to over 50%, and click through rate from 0.75% to 1.9% • Third party cookie pool and identification tool provided the ability to identify the company of 30% of unknown visitors • Data augmentation vendor provided a 47% match rate on net new contacts, including matching personal email accounts (e.g. @gmail.com) to company names and job titles Case Study: High Tech Hardware and Software Provider
- 10. 10Copyright © 2016 Accenture All rights reserved. Lessons Learned 1. Begin with journey mapping: chart the customer journey before your decide on how the technology will be integrated or leveraged 2. Align your launch with channels and capabilities: Plan launch dates (paid, owned, earned offers) for when your net new capabilities may be integrated 3. Include your sales team: Sales managers should be apart of the discussion upfront and kept apprised of progress and insights throughout the journey lifecycle 4. All the same rules of personalized, omni-channel marketing still apply!
- 11. Copyright © 2016 Accenture All rights reserved. Oracle systems integrator globally 11 years in a row 52,000 Oracle-skilled professionals globally and 18,000 cloud- skilled professionals 79% of the Fortune Global 100 are clients on cloud initiatives ACCENTURE’S ORACLE PRACTICE Offering integration solutions that help clients realize value Investing to build a leading Oracle Marketing Cloud practice CONTACT US Ad Age Report 2016 ranked Accenture Interactive the world's largest and fastest growing digital agency network. Business Need Analysis Data Discovery & System Audit Architecture Planning x xo Campaign Enablement Integration Delivery Experience Service Design & Strategy, Experience Design, Experience Realization Marketing Personalization, Campaign, Loyalty, Social Media & Collaboration, Omni- channel Marketing Strategy, Digital Strategy Content Content Strategy, Content Platforms, Content Production Commerce Omni-channel Commerce, Digital Sales, Digital Customer Service Operations Marketing as a Service Accenture Delivers: Lucia Lesar Lucia.Lesar@accenture.com Nelson Bernabe Nelson.Bernabe@accenture.com Zahidull Islam Zahidull.Islam@accenture.com