Episode 98: How to blend demand gen and ABM: cohesive full-funnel model with Andrei Zinkevich & Vladimir Blagojeviฤ
Full-Funnel B2B Marketing Show - Ein Podcast von Andrei Zinkevich
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Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelJoin me and Vladimir Blagojevic sharing our cohesive demand gen and ABM model including:โ- How to identify engaged accounts to transfer from demand gen to the ABM team- How to activate engaged accounts- How to blend both programs and create an evergreen processOn-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-courses/Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsletter/Full-Funnel Marketing Content Hub: https://fullfunnel.io/blogJoin our community for B2B marketers - The Trenches: https://trenches.community/Upcoming events: https://lu.ma/fullfunnel/eventsCOHESIVE ABM AND DEMAND GEN MODELDemand generation = creating awareness and demand on a target market.ABM = warming up and activating engaged accounts. During Fullfunnelverse workshop I hosted last week with Vladimir Blagojeviฤ one of the most popular questions was: How to merge demand generation and ABM? Here is how I see it. 1. ๐๐๐ฆ๐๐ง๐ ๐ ๐๐ง๐๐ซ๐๐ญ๐ข๐จ๐ง creates a pool of engaged accounts that are curious about your product. 2. ๐๐ง๐ญ๐๐ง๐ญ ๐๐๐ญ๐.You can leverage different sources of intent data to spot these accounts, including: -Website traffic reveal software-Social engagement-Demo/product webinar sign-ups-Engagement with product-related content hubs-Comparison on G2 or Capterra, etc 3. ๐๐ง๐ ๐๐ ๐๐ฆ๐๐ง๐ญ ๐ญ๐ก๐ซ๐๐ฌ๐ก๐จ๐ฅ๐. Before adding these accounts to the ABM program, you need to make sure they are engaged enough Example: -An account spent more than 30 minutes on the website checking the product page and, at least, one of the case studies.-Somebody from the buying committee signed up for the product webinar. 4. ๐๐๐๐จ๐ฎ๐ง๐ญ ๐ฌ๐๐ ๐ฆ๐๐ง๐ญ๐๐ญ๐ข๐จ๐ง / ๐๐๐ ๐ฆ๐๐ญ๐๐ก๐ข๐ง๐ . Tier 1 accounts (highest revenue potential): 1-1 highly personalized campaigns Tier 2 accounts: vertical-based and job-role based personalization. Tier 3 accounts: vertical-based personalization.Retargeting and automated activation (e.g. LinkedIn conversational ads).I believe that Tier 3 accounts should be generated via demand generation programs. 5. ๐๐๐๐จ๐ฎ๐ง๐ญ ๐ช๐ฎ๐๐ฅ๐ข๐๐ข๐๐๐ญ๐ข๐จ๐ง. Even if the account matches ICP criteria, are there any other factors that can tell us that this account is a bad fit? Examples: - SaaS with pricing of less than $100 per month- decision-maker with a sales background- less than 200 SKUs in the portfolio 6. ๐๐๐๐จ๐ฎ๐ง๐ญ ๐ซ๐๐ฌ๐๐๐ซ๐๐ก. We collect all the publicly available insights about the strategic initiatives of the qualified accounts and map out the buying committee.This is crucial before defining how to market to every specific company and what warm up tactic to use. 7. ๐๐๐ซ๐ฆ ๐ฎ๐ฉ. Our favorite ways to warm up accounts include 1-1 interaction with the buying committee members, including: 1. Content collaboration (podcast, research, roundups).2. Events.3. Social engagement. 8. ๐๐๐ญ๐ข๐ฏ๐๐ญ๐ข๐จ๐ง. The last part is matching the insights we collected from account research and warm-up program, and creating completely personalized proposals for every buying committee member. This is where you can...