We’re excited to announce our Platinum partnership with RingLead, the leader in data management, with over 300 million protected records worldwide. RingLead is dedicated to creating the most productive, feature-rich, easy to use platform to consistently improve lead quality, allowing sales and marketing teams to operate more effectively. RingLead provides tools to help prospect new leads, standardize contact records, cleanse your database and more.
You can read the full press release here, in addition to a free implementation of their products.
With data management being crucial to success, it is even more imperative for an Account-Based Marketing strategy. We are offering a free analyzation of your records with RingLead’s product, DMS Cleanse, which will reveal areas in your system that are at risk of poor data. The end result of using DMS Cleanse to its full extent is letting the tool update your data to the most accurate information.
If you are interested in DMS Cleanse, or any of RingLead’s many products, please fill out the form below.
“Will ABM completely replace my Traditional Marketing strategy?”
One of the first questions asked when looking into Account-Based Marketing (ABM) is, “Will this completely replace our traditional marketing strategy?” While it may seem that way at first, traditional marketing is actually getting absorbed into a time-tested marketing strategy that focuses on understanding the customer. In this post, we’re going to go over how traditional marketing is consolidated into an ABM strategy, as well as how they’re different.
Traditional Marketing and ABM Overview
Let’s start with defining what’s involved in our traditional marketing method. It’s one of the most commonly used marketing strategies (for now) involving marketing methods such as digital, direct mail, telephone and more. The type of content involved in this strategy is more generalized than custom to the recipient, and is sent to all different roles and titles, so you’re not sure of their potential, should you ever hear back from them. When utilizing an ABM strategy, you’re sending hyper-personalized content created for a specific decision maker at a company in which you are fully aware of the growth potential with them. This allows your content to resonate with the recipient and actually provide them value in their role, helping their company overall. Do this for the decision makers at a target account and you’ll have a great chance of closing the deal!
This is where we see one of the differences between ABM and traditional marketing’s strategies, in the content type; this is also where traditional marketing is absorbed into ABM. In ABM, it’s irrational to think that a company will have the bandwidth to create hyper-personalized content for each of their decision-making leads. Due to this, we recommend a tiered strategy where only those tier A accounts will receive the hyper-personalized content made for them. Tier B accounts should receive personalized content as well, but you can make the content custom to their industry so you’re not recreating the content each time as you would for the tier A accounts. Tier C accounts are where traditional marketing comes into the ABM strategy as this is where the majority of your leads will be.
Why should I tier my accounts?
There’s a reason behind the different personalization levels between all of these tiered accounts, and it’s a few things including bandwidth and growth potential. The tier A accounts are your “cash cows” that have the maximum possibility of growing with your solution. Tier B accounts would be the nice-to-haves, while tier C accounts are the remaining and where the majority of leads fall into. There’s no magic number of target accounts to place into each tier as it comes down to bandwidth at the company. If a company has 21-50 employees, they’re probably not going to have 30 target accounts but they may have 5-10. Since tier A accounts are the big deals you really want to land, the work and effort that is done to try and close these deals are well worth the ROI.
So, not all traditional marketing methods are lost when adopting an Account-Based Marketing strategy. Even beyond traditional marketing’s methods, some metrics are still applicable when tied to target accounts. For example, you’d want to measure how engaged your target accounts are with your company, so you would use a traditional marketing metric, such as how long they’ve been on your site, to check if it’s increasing, which would show a growing interest in your solution.
Fill out our form below to see if Account-Based Marketing is right for you.
When discussing Account-Based Marketing, the strategy that almost 85% of marketers measuring ROI say outperforms other marketing investments (ITSMA), there is usually some confusion between Buyer Personas and Ideal Customer Profiles (ICPs). Since they both represent characteristics of your company’s ideal target, they do have some similarities but are focused on two different objects: companies versus people.
Ideal Customer Profiles (ICPs)
ICPs describe the best types of companies for your organization to market and sell to. The criteria and qualities help your company determine if an account is worth going after. Such criteria can involve the company’s industry, company size, department, responsibilities and more. To obtain this information, you can evaluate your current customer base along with additional info revealed through research or client conversations.
Buyer Personas are detailed analyses of people, usually with decision making influence at a company. They include information such as the person’s background, objectives, pain points, who they report to and more. This type of information allows companies to adjust their messaging, which in turns proves to the potential buyer how an offering can help their company and more specifically, them in their everyday role. Do this for the decision makers within a company and when they have an internal meeting to review an offering, they will be more likely to go forward with the solution as they know exactly how it will help them as a company and individuals.
Where to start
Knowing the difference between the two, the next question is, which one to start with? Which came first, the ICP or the persona? It’s a lot easier to start with the ICP as that insight will give companies an idea of what goes on in the daily roles of each persona. For example, if we’re trying to create a Buyer Persona first, we wouldn’t know the specifics of what they do every day. Sure, if they’re the head of accounts receivable we can associate some typical, general solutions but it’s not going to grab their attention. If we know information about their company such as they have trouble tracking invoices, we can message to them that our solution will help cut their DSO up to 50%! (Check it out here, EZ-AR™).
If you need any assistance on creating a Buyer Persona or ICP, fill out the form below and let us know! If you’d like to learn more about Account-Based Marketing, download our ABM guide for B2B marketers here.
Only .75% of B2B leads generated become revenue through a traditional marketing strategy (Forrester). Why? One of the many possible explanations is due to a batch and blast email campaign approach where marketers don’t take the time to identify who their audience really is. We may think we know our customers and be able to give a good generalized idea of who they are, but generalizing will get us in trouble. Generalizing is one of the main reasons for this statistic on B2B leads. Your clients expect personalized marketing these days, and if you don’t know who your customers really are, you won’t be able to personalize the content to what they’re actually interested in. While you may still be sending generalized content, your competitors are doing their research and using personalized content. That personalized content is seeing 6x higher of a transaction rate than content that is not personalized to the prospect (Marketing Land).
To beat out your competitors, you need to start personalizing your content based on who your prospects are and what they’re interested in.
Do you really know your customers?
Knowing your customers’ industry, # of employees, annual revenue, geography and similar characteristics isn’t exactly knowing your customers, it’s knowing who their company is. To get to know your actual customers, buyer personas are the way to go. Buyer personas are representations of your ideal customer built through market research and real client data. What personas do is reveal what your prospects are doing and thinking as they make a decision on your product or service. Buyer personas are not descriptions of your clients, they go beyond that and include pieces such as actual decision-making criteria that your client went through when reviewing your solution. Utilize Buyer Personas to help build personalized emails that drive 18x more revenue than broadcast emails (Market Research). Expand that into your website and more to see even more of an impact.
What are your customers actually interested in?
Using a marketing automation tool such as Pardot can give you insight into which product/service web pages of yours they’ve visited, for how long they stayed on the page, which whitepapers they downloaded, and much more. You can use this data to then create dynamic content based on who your prospect/client is and what they’re interested in. This way, when you send out email campaigns, you’re not sending the same product/service value props to a sales rep that you are to a CMO. Instead, you’re sending content about your product/service that would specifically benefit the CMO with their everyday tasks and sending different content to sales reps on how it would benefit them with their tasks.
Buyer Personas + Client Interests
Buyer Personas and personalized content based on the client’s interest fall under the umbrella of Account-Based Marketing (ABM); a strategy for B2B companies that is reported to have a higher ROI than other marketing activities, according to 97% of marketers in a survey (Alterra Group). Buyer personas are one of the pillars of ABM as your entire strategy is centered around these personas. ABM is a strategy combining Sales and Marketing principles to target key accounts and deliver hyper-personalized messaging to the decision makers through the channels they communicate on.
If you’d like to learn more about ABM or buyer personas, please submit our form below to receive our Account-Based Marketing Guide for B2B Marketers where we dive into what it is, how it’s different from traditional marketing, how to start, and more.
If you’ve used Salesforce’s Sales Cloud prior to using Pardot, you’re most likely familiar with how Salesforce campaigns function. They are objects used to manage and track outbound marketing campaigns, ranging from a simple email campaign to large, in-person conventions. Contacts and leads can be associated with multiple Salesforce campaigns as part of a multi-touch outreach. Pardot campaigns are similar but think of them more as the first outbound marketing campaign that the prospect (contacts and leads are called prospects in Pardot) interacted with from your company. Prospects can only be associated with one Pardot campaign; acting in more of a ‘source’ field type of way here.
So when should you use a Salesforce campaign? When should you use a Pardot campaign? The truth is you should use both, but the takeaways should be different.
Let’s take a look at an example where ACME Corporation is planning their annual convention expecting thousands of attendees, inviting both existing clients as well as new prospects. We’ll see how they could incorporate both Pardot and Salesforce campaigns. On the initial event registration form, there are completion actions to add all event registrants to a Salesforce campaign, “ACME 2017”, whether they are new prospects or existing clients. The form also assigns new prospects to a Pardot campaign, “ACME 2017”, but does not overwrite any current client’s Pardot campaign. The reason why you do not want it to overwrite anyone currently associated with a Pardot campaign is that the existing Pardot campaign is the true first touch they had with your marketing efforts. And since leads/contacts can be associated with multiple Salesforce campaigns, there is no overwriting of Salesforce campaigns, just addition of new ones.
The Pardot campaign. This object will allow you to keep track and manage where your clients are coming from marketing-wise while allowing you to take either manual or automated action with them. Since those associated with this ACME 2017 Pardot campaign are new prospects, ACME automatically has a list for new prospects compared to existing clients. Additionally, any opportunities that become associated with these new prospects at any time will be automatically tied back to this campaign for immediate ROI reporting.
The Salesforce campaign. This object contains most of your campaign information including information such as costs, ROI, leads/contacts and more. This campaign will contain everyone who registered for the ACME convention, both existing clients and new prospects, which can be grouped by attending status. All Salesforce campaigns associated with each lead/contact can be made viewable from the lead/contact record, allowing instant insight into any marketing-assisted opportunities that are created.
Take it further. ACME could then utilize Salesforce’s Einstein Analytics to view one dashboard to show which leads and contacts are associated to which Salesforce campaign(s) in addition to showing their Pardot campaign, or marketing source. If ACME were to add Opportunity information onto this dashboard, they could use the created date field to see which recent Salesforce campaign was run that may have greatly influenced this opportunity to be created. This can greatly assist anyone using, or wanting to use, a multi-touch attribution model. Einstein Analytics makes it easy for users to add/remove insight onto the dashboards between objects that previously were not able to cross and display this type of information.
At the end of the day, the question isn’t “which campaign should I use”, it’s “what do I want to know”? Salesforce continues to add to the answer of this question with new products and feature updates. That’s why it is critical to fully understand what the Salesforce platform can do for your entire company, not just one department. Understanding this will not only help your company internally and externally but also help maximize your Salesforce investment.
Imagine an environment where sales managers don’t have insight into how each individual on their sales team makes the company pitch. Managers don’t have the time to attend every sales call, leaving them to only hope that the company’s onboarding program paid off. This causes problems such as disconnected sales, overall company value not being communicated effectively, and many others.
Enter SalesHood, a sales enablement tool that reinforces your sales team’s knowledge by allowing them to share and collaborate on content, including their sales pitches. SalesHood allows you to train, test, and certify your team to ensure everyone is on the same page. It even has a large library of videos to view ranging from Sales 101 to advanced selling techniques. In addition to the video library, SalesHood allows your team to create their own videos to enable feedback from your entire team.
Take a look below to see what our team has to say about SalesHood!
“One of the biggest challenges most high-growth firms encounter is managing onboarding new Sales and Support staff. Ensuring your branding and value proposition is consistently delivered can be challenging and costly when staff is deployed in remote locations. SalesHood has delivered a mobile solution that delivered ROI overnight! Their templates for Sales best practices allowed my complete sales staff to either learn or refresh their knowledge immediately. Our Sales and Sales Operations staff has been adding collaborative content hourly as collaboration and feedback have been in real-time. I would highly recommend this solution for companies who struggle with consistent solution selling while decreasing your cost to train new staff“. Jack Corrao – Managing Partner
“This is an awesome tool because after 30 years of sales experience, you can always learn new techniques and SalesHood provides those. You can also mentor others on your team that may need help or guidance. Every sales team should be using this tool“. Tom Bersch – North East Sales Manager
“The collaboration and team building are huge for me. Being able to increase our unified story across our sales team has lead to better pitches, and a better closure rate. The mobile app lets me listen to my peers’ sales pitches and general training while on the road from client to client”. Adam Grandle – Eastern Reginal Sales Manager
“Being able to record myself, gain feedback from my peers, and be able to watch myself give my pitch is eye-opening. It’s one of those tools where you ask yourself, “Why didn’t I have this before?” Nick Samouris – Marketing Cloud Sales Manager
“As a sales manager, finding time to onboard new sales reps was extremely time-consuming. With SalesHood, we have a training, testing, and certification program that each new member of my sales team goes through, saving me time every week”. Ellis Murrow – Sales Operations
“Having a collaborative platform to practice our pitches and stories have helped make them more natural and holds the team accountable. The team building aspect SalesHood provides is second to none, not only across the sales team but including other departments as well”. Vincent Velasquez – Western Sales Manager
“It’s those tiny cracks in the sales pitch that I’ve seen people struggle with and it can ruin the overall pitch. SalesHood’s training videos focus on each stage in the sales cycle patches those cracks right up. Visiting a prospect on the verge of signing? There’s a training video for that. Visiting a lost prospect? There’s a training video for that too!” Tyler Keil – Sales Operations
But it doesn’t stop at Sales…
“SalesHood allows me to ensure that our company shares the same mindset as I did when creating product sales sheets. I love being able to record my in-depth sales pitch for each sales sheet only once and hear our sales team build on it with their expertise. SalesHood not only helps align sales and marketing but it also helps reps become more knowledgeable on our services“. Jack Corrao III – VP of Marketing
If you would like to learn more about SalesHood, or go further with how Corrao Group uses the tool, please fill out the form below.
A Dashboard is a data visualization tool that displays real-time metrics and executive KPIs for a company. They’re implemented company-wide, displaying data from your Sales Cycle, Marketing Campaigns, CSAT scores, and much more. Dashboards are crucial for a company to grow and succeed as they give real-time insight into how your departments are performing, aligning some departments along the way (e.g. Sales and Marketing).
Great dashboards take time and patience to perfect as they require collaboration within your company. At the end of the day, you’ll want your entire company to love these dashboards so much that they keep them open all the time. This post contains dashboard characteristics that will guide you towards doing just that.
1) Departmental Dashboards
These types of dashboards consistently remind your departments of their performance, allowing for adjustments to be made wherever necessary. You may be thinking of Sales and Marketing at this moment, but don’t forget dashboards for your Administration, Accounting, Production and other departments too!
For example, our Accounting Dashboard tracks and displays outstanding invoices by their age, amount, and expected payment date. We utilize a fully automated AR solution, EZ-AR™ to automatically follow up and collect expected payment dates and actual payments until they are received.
2) Aligned Dashboards
In addition to their individual dashboards, you should have one single dashboard for Sales and Marketing specifically for tracking revenue. It will keep them both aligned and should be reviewed on a weekly basis with everyone in those departments. Add key metrics to have insight into those opportunities that were driven by marketing campaigns to see which ones are working, and which ones need optimization. With everyone looking at the same dashboard, they are more prepared when entering a meeting.
In Account-Based Marketing (ABM), alignment is everything! So much that “70% of ABM users report that their sales and marketing organizations are mostly or completely aligned, compared to 51% for non-ABM users” – ABM adoption report, Sep. 2015. Whether your team utilizes ABM or not, dashboards are a stepping stone in completely aligning your teams.
3) Sales Cycle Dashboards
Take the stages in your Sales cycle and track them through a dashboard. There are multiple ways you can display this information; by each stage, you can populate it with the opportunity’s amount, the number of leads/contacts, and even the number of opportunities. Then display metrics for opportunities or leads/contacts that were closed-won, completed, closed-lost, etc.
Go even further with an advanced reporting analytics solution such as Salesforce’s Einstein Analytics to drill down into these metrics. Drilling down saves you time and provides you with additional insight into the progress throughout each step of your sales cycle. It allows you to be proactive instead of reactive.
4) Task Management Dashboard
These types of productivity dashboards give you insight into any open or closed tasks by project, project owner, etc. Rather than going through open projects one-by-one to view the tasks associated with it, have a dashboard that visually lays out all the projects assigned to a user, with the perspective tasks underneath each one. This dashboard keeps your project managers extremely prepared, and usually turns into their new best friend.
Project Management with Salesforce’s Einstein Analytics
5) Dashboard Optimization
Your newly created dashboards won’t be perfect when you first roll them out, they never are. Work with your team to receive feedback and optimize their dashboards. This process will be ongoing as dashboards are a continuously growing platform, with new reports to add and adjust. More feedback from your team means they are consistently using them!
After deploying your dashboards, these updates are usually minor tweaks that take a few minutes. The Salesforce platform has easy to create dashboards where you can quickly drag and drop reports around to best fit the viewer. You’re also able to add visual components to each report, displaying them in tables, pie charts, funnel charts and much more.
6) Make it enjoyable
No one wants their new, exciting dashboards to look like replicas of what they were using in spreadsheets. If you really want your team to use these dashboards, you need to add some design to it. Aesthetically pleasing dashboards will see a higher use rate and get your team excited about reporting. Add some color, and we recommend using graphs, pie charts, and more when utilizing dashboards.
The bottom line is, the more your teams use dashboards, the greater your ROI will be.
If you’d like to learn more about how dashboards can benefit your company, please contact us below:
Salesforce Engage allows users to be first, be relevant, and be productive with their clients. Why is it important to be first? “50% of Sales go to the Rep that responds first”- InsideSales.com. With Engage, your Sales team knows the moment their prospects interact with their emails. Be relevant with personalized, Marketing approved templates to send to prospects as “78% of B2B buyers expect Sales Reps to send personalized interactions based on information from their online activities” – IDC, 2015. Gone are the days of purchasing lists and expecting an ROI from it.
Salesforce has recently released the feature of Engage Team Reports for Salesforce Engage. Rather than viewing all Engage emails sent within a time period from everyone in your company, you now have the ability to create teams of your users and drill down specifically on each team. Users will be able to view aggregated email stats per team that were sent via Engage in Salesforce, Gmail, and Outlook. In each team report, drill down into each Sales Rep and determine the most successful templates via email open rate or click through rate.
With the introduction of Salesforce Engage’s Team Reports feature comes another technological advancement for Account Based Marketing (ABM). In ABM, one vital metric is making sure that your content reaches clients and makes an impact. Well, you can’t track the impact of the email if you don’t know whether the email actually reached the inbox or not. Without Engage, Marketing Automation sends off emails and requires you to manually go through each prospect to check if they opened the email. With Engage Team Reports, you can drill down and see a list of those who it was sent to, who opened it, clicked a link, and more.
In addition to making sure your content reaches prospects, Engage Team Reports boosts your ABM metrics in additional ways. Utilize the tool to be first, knowing when your clients open emails so that you can prepare for a relevant call. It also supports the ABM metric of ‘Quality vs Quantity’ as it allows your team to focus on those qualified prospects who are actually opening and clicking through emails, rather than blindly going into a call hoping that they read your email.
Salesforce Engage Team Reports is available for current and future Salesforce Engage users. For those who have Engage already, follow this article to quickly install and start reporting on your team’s Engage emails! For those who do not have Salesforce Engage at the moment, contact sales to learn more.
84% of Marketers are seeing higher ROI with Account Based Marketing (ABM) than other Marketing programs.Source: ITSMA
What is ABM?
Account Based Marketing applies time-tested B2B Sales and Marketing principles to the selling cycle by going after company accounts, or decision-makers instead of individual sales leads. This results in spending your time with more qualified prospects. If you would like to learn more about what ABM is, or how to take it a step further, view our past blog post – Go Beyond ABM with Account Based Management.
Why you should use Einstein Analytics with ABM
With the name, Einstein comes a few keywords: genius, brainiac, intelligent. Salesforce’s Einstien Analytics allows users to supercharge their ABM with artificial intelligence to create more personal interactions with every key account. Integrate it with the #1 CRM, Salesforce, and display ABM statistics on your dashboard, uniting your Sales, Marketing, and Service teams even more. Let’s take a look into some of the main highlights of using Einstein Analytics with ABM.
Identify Optimal Accounts and Reveal New Ones
Allow Einstein to do all the digging for you. Use predictive lead scoring to gain insight into which accounts are most likely to close. Go a step further and configure Einstein to develop and target lookalike accounts of your top customers, revealing new audiences to reach out to.
Personalized Customer Engagements
Develop personalized campaigns for your audiences to show the right ads with the right messaging, on channels your audience actually frequents. Combine that with account-based email journeys based on their role and interactions, and provide them with content they’ve shown interest in. Tie it all together with using dynamic content to provide personalized experiences based on the information you have on your accounts.
Aligning Sales, Marketing and More
Marketing is required to generate leads while Sales is required to turn those leads into clients; however, those two goals are not 100% aligned. Sales and Marketing need to share roles and goals to ensure that ROI becomes one of the organization’s top goals. With Einstein Analytics, it makes everyone at the company a marketer by utilizing marketing-approved email templates that are ready to send. Once the email is sent, keep Sales involved with real-time alerts when their clients open and interact with each email. Einstein Analytics goes the extra step and develops trends based off of your data to reveal new, qualified opportunities.
Report and Optimize Marketing Campaigns
In the Marketing world, almost everything is outdated. The article you posted a week ago is most likely outdated now. That’s why it is important to constantly track and optimize your campaigns. Einstein Analytics will visually show you how well your ABM campaigns are performing, highlighting the most successful ones. For your more qualified leads/contacts, track where your targeted accounts are moving throughout your Sales Funnel.
Despite what many bloggers may say, we can confirm here at Corrao Group that email marketing, in fact, is not dead- it’s actually growing. According to the The Radicati Group, worldwide will top 3 billion users by 2020. Not only is email marketing growing, but also it delivers the highest ROI over SEO, SEM, and content marketing (Econsultancy)
This just means it is going to get harder and harder to grab ahold of your audience’s attention. This means your email marketing strategy is going to become a critical key in how you run build your marketing campaigns. Let’s take a look at what email strategies you can start implementing today:
Tips to Improve Your Email Marketing
Segment your list
Segmenting your lists allows you to send emails that are more targeted to your audience. Not only does it allow you to be more target, but segmented and targeted emails generate 58% of all revenue. (The Direct Marketing Association, 2015)
Here are some ways to segment your lists:
By Sales/Marketing Funnel – New Leads need to receive different content then a contact that is about to make a purchase. Segmenting by what stage they are in your journey will allow you to help them move through the journey
By Location – This allows you to send content for events or store locations to people who actually live in that area
By Industry: Different industries have different needs and wants. You also can tailor different customer stories to people in those industries
Personalize your emails
Personalizing your emails is proven to work. The open rate for e-mails with a personalized message was 18.8%, as compared to 13.1% without any personalization in 2016. (Source: Statista 2016)
Here are some way to personalize your emails:
Gather accurate data from your audience: The only way to personalize emails is by having the correct data. Some data fields to get:
Dynamic Content:Sending the right content to your consumer based on the data you have acquired on this. This allows you to create one email that dynamically displays the content your audience wants to see
Merge Tags – Bring information you have on your client into the email like first name, company name,etc
Test when to send your email
Do not send your email at the same time every week. Test to see when your audience is opening your emails and engaging with them. You want your message to get your target at the optimal time that they will read it. According to SeoPressor, the best day to send your email is on tuesday and the best time during the day is from 9-11am.
At the end of the day opens and click throughs are what you looking for with your email strategy. A little tweak to a subject line or a call to action could make a difference to your bottom line. When A/B testing remember to only make one little change at a time so you can quantify what is actually making that change. Here are some parts on your email you can A/B:
Setting up automations can save a whole lot of time for you while increasing your customer lifetime value and increasing conversions. By setting up lead nurturing campaigns and other marketing campaigns, you could have personalized email on autopilot with different stages and/or events triggering them. Marketing automation drives a 14.5% increase in sales productivity and a 12.2% reduction in marketing overhead. (CMO.com) and Businesses that use marketing automation to nurture prospects see a 451% increase in qualified leads (The Annuitas Group).
Here are some ideas for marketing automation campaigns you can be running:
Welcome Series triggered from a blog subscriptions or account creations
Abandoned Cart Series triggered when customer leaves the shopping cart without buying