ABM 2.0: A New Approach for the Digital Era

Melissa Gruver

DMP Manager at Dell

Andres Marquez

Portfolio Marketing Manager at Dun & Bradstreet Corporation

Learning Objectives

Modern ABM is shaping towards higher digital engagement as the main approach to influence buying groups.  As digital channels are taking over traditional interactions, high-quality account data is required to fuel more meaningful and contextual experiences that meet B2B buyers' preferences. However, data silos, manual activation and poor data quality are driving marketing waste while making it hard to engage with the right accounts at the right time.


Key Takeaways:



  • Leveraging account data, insights and intent to prioritize businesses more receptive to your solutions

  • Activating always-on personalized buying experiences to help drive higher engagement with B2B buying groups  across channels

  • Measuring and optimizing across the entire funnel and improving your ABM programs


"Digital interactions are, without a doubt, a really important medium to connect and engage with buying groups."

Melissa Gruver

DMP Manager at Dell

Andres Marquez

Portfolio Marketing Manager at Dun & Bradstreet Corporation

Transcript

Andres Marquez

Hello, everyone. Welcome to this session ABM 2.0: A New Approach for the Digital Era. My name is Andres Marquez, and I’m the Portfolio Marketing Manager for ABM and Digital Solutions here and Dun & Bradstreet. I am happy to be the opening act of Melissa, if you will. Melissa from Dell, who’s going to talk about her story and how they were able to really take their ABM program from good to great, leveraging data and a barrier to digital signals. Before I turn it over to Melissa though, I like to provide a little bit of context. As marketers, we can all agree that digital interactions with our buyers are really critical. We are all looking for that edge to stand out, if you will, whether it’s delivering the right message at the right time, or building personalization across the buyer journey. Digital interactions are, without a doubt, a really important medium to connect and engage with buying groups. For a lot of us in the b2b space, account based marketing really holds the formula for us to be able to be more precise, very targeted, very relevant. This is proven out in a variety of different surveys as well, and that’s not without a good reason. Ultimately, using these tactics, we were able to drive significant improvement. Whether it’s improving engagement in the ad programs or [inaudible], whether it’s driving more meetings and creating more opportunities, which will drive more revenue. But there’s definitely a significant impact that marketers I are able to make as a result of ABM. Part of what Melissa is going to talk about today, which is what we’re seeing across our customer database of customers who are leveraging data and AI to be able to drive successful ABM programs, is that there are three things you need to do in order to do ABM properly. First, you need to be able to identify and segment your target market. You may want to know who they are, and where they are in the buying journey, the buying cycle. Once you know your segmentation is just a matter of engaging with those buyers by activating campaigns across channels. Lastly, I saw good markers who inspired to be data driven. Of course, measurement is really critical. With that, I’m going to stop talking, and I’m going to turn it over to you, Melissa. So, you can just like tell us about your story of how you are able to leverage data in order to run more successful ABM programs across digital channels. Thanks, Melissa. We’re really excited to have you here. I’m going to turn it over to you now.


Melissa Gruver

Great, thank you. Thanks for having me. A little bit about myself. I’ve been at Dell for 11 years now, pretty much dip my toe in every piece of the business I can possible. I’ve been in Sales. I’ve done Ecommerce, working with our Dell.com platform. I’ve done Program Management. My latest is on our global ad tech team helping out with programmatic advertising. Now, as the global DMP lead, I’m working to get our audience strategy aligned globally. My passion is really to create and deliver the best end to end customer experience possible. Over time, I have realized that you cannot do that without good data and a good tech stack. Going in and kind of showing what our tech stack looks like, and how we are serving up our digital marketing campaigns. We have a lot of different platforms that support us in in this journey. We’re using Adobe Analytics for web analytics. We’re using Salesforce within our sales teams as well as our DMP. We have Google Campaign Manager. Working with Dun and Bradstreet has really helped us to execute not only our ABM custom segments, but also to pull back in that visitor intelligence on the back end to really understand who is connecting and engaging with our digital campaigns to help set us up for the best ABM digital strategy. At Dell, we really look to lead with a customer first approach, whether it’s those large companies with 500 plus employees or whether it’s small to medium businesses that has 100 to 500 employees. It’s how can we tailor our message to fit our customer needs. We look and work with our contact strategy teams to really identify those key accounts to target within these different area groups, whether it’s our clients solutions, for customers are looking to refresh some of their laptops, desktops, any of their workspace solutions. Or maybe it’s more enterprise related, whether you’re looking to update your storage, enhance your servers, look at data protection or cloud—we’re pretty much a one stop shop. We’re using key signals from online and offline to enrich those ABM lists to really get the best approach for messaging to each of these customers within all three of these different segments. Let’s talk execution. We have to segment each of these audiences to align to those different business units I just went through. We use employee size data, we use industry data, as well as job function and roles to help create scale of who we’re targeting. We’re also looking at those ABM lists that I talked about, and using Dun & Bradstreet intent data across those to look for any other opportunities that may pop out. Whether it ties back to specific product messaging that we already have in play, or maybe there’s cross sell opportunities that we haven’t yet identified, where we know maybe customers have a lot of our servers, but they don’t yet have a good storage solution. So, let’s message storage to see if those customers are interested, and we can really help complete their full solution. We’re also using personalized messaging here throughout our funnel of digital marketing. We have our target audiences ready to go. We know which accounts need to fall. Maybe we aren’t exactly sure what those customers are truly going to engage with. This is where our dynamic creative aurat allows us to really personalize that digital journey based on those customers interactions. Whether it be they click on a banner, or they watch a video. We are looking at that customer engagement not only at the asset level, but also once they’ve come to our site to really understand how we need to retarget those customers. We end up retargeting those customers with a more specific message based on the engagement from the asset or the page that they visited on dell.com to serve them up with the right offer, and also help to move them further down their either research or buying funnel journey. I always like to remind everybody that a customer journey is not a linear path. You cannot expect a customer to go from point A to point B. They’re going to be doing a lot of different things. They might have already talked to their sales rep before they saw an advertisement online. So, you really have to connect both online and offline channels to be able to succeed here. Tracking touch engagement within our digital campaigns really helps us identify and quantify how well these digital marketing campaigns are working by the number of high value engagements we get. Whether that is a click, whether that’s a video completion, whether a customer has downloaded a white paper, or submitted a lead form to ask for more information, so that we know how many of those high value engagements were driving online. We’re also using Dun & Bradstreet data pixel to help map accounts that have engaged with our digital campaigns to help us further understand where our customers are in the buying journey, and what opportunities our sales teams have available. Data is truly the foundation here. Again, you must align and have the conversations with both sales and marketing to make sure that what we are talking to our customers from a digital standpoint is the same conversations that our sales teams are having with those customers. Data doesn’t always have to be perfect, but it does need to be accurate. While we are leveraging those online and offline signals, while we’re leveraging the engagement signals, we’re trying to pass all of that data back into our sales team so that they can understand what our customers are truly interested in. We know whether you’re either a b2b buyer or even a b2c buyer that most of your digital journey is all self service. You’re doing research online before you contact your sales rep. You’re reading as much information about the product as you possibly can, so you can make that educated decision when you’re buying for your company. That’s why personalization is key here. That’s why we’re looking at how can we create that more personalized digital journey from end to end. Again, you can’t do that without good data. You want to be consistent across that buyer journey. So, whether we’re putting out a message with email or in our search campaigns or in social, we want to make sure that same message flows all the way through from what our sales teams are saying.


Andres Marquez

Definitely great content here. We have a couple of questions for you, which is what we typically see across our customer base when the different interactions we have with them. Before going through them, we would like to have this special gift to all the people who are watching our session right now. We have put together a complimentary intent report, it’s like in market accounts list, if you will. So, you can just follow this link, and get it totally free. It’s completely personalized for your business. Definitely, we think it’ll be helpful right now. Digital interactions are really important for the moment we’re going through. Without any further ado, Melissa, I have a couple of questions. Let’s get started there. First one is, what are the main challenges to activate data across channels? Any other approach on how you typically go over them?


Melissa Gruver

Yeah, that’s a great question. We have a lot of partners on our digital plan. So, trying to understand where our customers are, and who we should be partnering with to run our digital campaigns can be a little bit of a trick. It’s also scalability. We know we have a certain account list that we’re working with. We know we have a certain target market that we’re looking to hit. How can we scale across all of those different partners? We really look to apply our key accounts in areas that make the most sense, whether that be in certain channels, like social or search or banner ads, or if we’re just truly looking at doing a direct partnership with a publisher or in that programmatic space.


Andres Marquez

Good. Next question I have for you is what do you recommend as the best use case to activate inputting data within ABM programs?


Melissa Gruver

Activating the intent data really talk to your contact strategy teams, understanding how the accounts are split, and how we are tracking data internally. We handed off our ABM list to Dun & Bradstreet, and they applied that intent overlay to, like I said earlier, find what products or topics are popping. It was interesting to see how that applied back to how we had already pre aligned our accounts and if there were any other possible opportunities. If you can also use that intent data to serve messages and creative that aligned directly to that, instead of it just being a part of your generic prospecting campaigns, really make sure that you’re aligning that intent data with a specific piece of creative. For example, we’ve used server intent data from Dun & Bradstreet, and we’re making sure they’re only seeing server creative.


Andres Marquez

Good. Great. Final question I have for you today, Melissa, is you took a little bit about personalization, but we’re seeing people having challenges scaling it up. How do you scale personalization across your web experience and digital channels?


Melissa Gruver

I think that is something that we’re still working on at Dell, to be perfectly honest. Flashtalking is our DCO or Dynamic Creative Personalization Partner. They’ve really helped us in the digital space, and tackle that across all of the channels. We’re also working closely with our website teams to make sure that the message that the customer is seeing online is the same thing that they see when they land on our website. We’re using different tools within our ads tech ad tech stack to make sure that we can connect those dots and personalize that landing page experience for any of our customers, not just a blanket message to everybody.


Andres Marquez

Wonderful. Thank you so much, Melissa. We’re really grateful for having you here today, telling us your story. Definitely appreciate the time and your for putting these great session together. Once again, thank you so much. The viewers really appreciate as well. You’re connecting with us today and watching this session. We really hope to see you again in a future event. Thanks, Melissa, again.


Melissa Gruver

Thank you.


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