In 2016, Corrao Group created a music playlist for the upcoming Dreamforce event in San Francisco. It quickly became our most popular blog because of its wide variety of genres and artists. It contains music from the early 2000’s to the hits of 2016. It was such a hit we thought we would try and recreate it but with my own twist, only the classics this time for Dreamforce 2019.
We designed this playlist to get you, the listener, to get pumped up for this event. Whether you’re packing for your trip or picking up your badge at Dreamforce, pop in your headphones and get ready for some nostalgia. If you’re on your way to listen to former President, Barack Obama speak or getting ready for the silent disco conga line, this playlist will give you the energy boost you’ll need after long days.
Salesforce, the global leader in CRM, recently announced a specialized solution for the manufacturing industry: Manufacturing Cloud. Manufacturers will now have the ability to streamline their entire business in one single platform.
Salesforce, the global leader in CRM, recently announced a specialized solution for the manufacturing industry: Manufacturing Cloud. Manufacturers will now have the ability to streamline their entire business in one single platform.
As a long-time manufacturing-focused partner, Corrao Group attended a Salesforce partner webinar: Manufacturing Cloud: Business / Go-to-Market on October 18th. We were blown away by the presentation and believe it will provide extreme value for our customers.
Manufacturers often have complex physical processes that are hard to modify quickly and efficiently to meet the customers changing demands. In order to know the customer’s feedback in real-time, your operation teams have to be aligned with Sales representatives to have one single source of truth. Manufacturing Cloud will, “Deliver a new level of business visibility and collaboration between the sales and operations organizations of a manufacturing company to give a more predictive and transparent business” (Salesforce).
New manufacturing specific tools and enhancements released by Salesforce includes:
Einstein Analytics for Manufacturing
Mulesoft Anypoint Platform
Connected Sales and Distributions
Intelligent Service and Field Service
Personalized B2B and B2C Marketing
Real-time Business Insights
Channel Partner Management
Corrao Group’s experience and discipline with manufacturing dates back to 1982 with our Managing Partner. Jack Corrao has developed numerous operational infrastructures to support hardware and software companies to deliver the best in breed solutions. Since 2008, Corrao Group has been helping manufacturers utilize Salesforce to create an automated closed-loop system for channel-centric manufacturing.
As Dreamforce 2019 approaches, Corrao Group is excited to learn even more about the capabilities of Salesforce’s Manufacturing Cloud. We will be in attendance to meet with our customers and prospects in regards to the new releases.
We’ve attended the webinars, read through the release notes, and used the features. With our customers in mind, we trained our team on these new features to improve our Salesforce consulting services. In addition to the full Salesforce Winter ’20 release notes found at the bottom of the blog, here are some of our favorites.
Einstein: Forecasting Enhancements
Description: Einstein forecasting allows users to conduct quarterly forecasting along with monthly forecasting.
Benefits: Receive better insights from AI to make better business decisions concerning the stages of your deals.
Sales Cadence Branching
Description: Branching, which looks and feels identical to the branching in Pardot’s Engagement Studio, allows you to create two different next best steps for your sales representatives.
Benefits: Sales Cadence Branching saves your sales reps time and moves their lead or contact to the next best step, whether that’s through an email or call.
Einstein Case Routing
Description: Einstein Case Routing automatically classifies and routes support cases based on a range of criteria including qualifications, areas of expertise, and historical success rates.
Benefits: Service Agents don’t have to manually review cases and have more time to help customers.
Lightning Knowledge Enhancements
Description: Users now have the ability to send knowledge articles on any platform in real-time.
Benefits: Share a Knowledge Article with customers in conversations or with social posts when they are having issues.
Description: Creating snippets in Pardot allow companies who host webinars or other recurring events to reuse content without having to update the email and email templates themselves.
Benefits: Save your users more time and increase productivity with the ability to reuse content.
Einstein Send Time Optimization
Description: Use Journey Builder activity to find the best time for each individual email subscriber based on their history of engagement.
Benefits: Helps improve your open rates by making sure your emails are sent at the most relevant time for your customers, leads, or contacts.
Platform, Productivity, and Integration
Real-Time Event Monitoring
Description: Use real-time event monitoring to detect and prevent risky events in Salesforce.
Benefits: Get greater insights into security concerns, performance metrics, and system usage.
New Salesforce Mobile App
Description: Rebuilt to bring a brand new experience. Completely personalized navigation allows users to customize their app to their own personal needs.
Benefits: Lightning helps unify the Salesforce desktop and mobile experience with power navigation and AI-powered out-of-the-box functionality that improves productivity.
Salesforce Data Integration Enhancements
Description: Users will be able to easily embed Salesforce reports and list views in Quip. Log calls in Quip and sync them back to Salesforce without having to leave Quip.
Benefits: Increase user’s productivity by getting all your work done in Quip.
Einstein Discovery: Automated Story Creation
Description: Create a story by selecting a data set in which Einstein Discovery intelligently determines which metrics to optimize and which fields to analyze to give you insights about your data.
Benefits: Einstein Discovery does all the work for you, which frees up more of your time to work on other tasks while getting the best trends and insights into the data you want to see.
Einstein Analytics in the New Salesforce Mobile App
Description: Access all your important data through search, favorites, chatter, and embedded dashboards.
Benefit: Have to work on the go? No problem. Salesforce’s new mobile app mixed with Einstein Analytics allows users to stay on the go while being able to harness the same power of Salesforce on a desktop.
The Salesforce Winter 20’ Release Notes does bring exciting new features for Salesforce employees and customers. However, customers still using classic will not be able to use these features.
Lightning does need to be activated to maximize the Winter Release Notes. Lightning will be enabled for all users coming this January. It’s important that you start thinking about making the transition if you haven’t yet. We have the tools and knowledge to help you with your transition.
The year was 2019 and on this particular foggy October morning, Mr. Joestar, the head of a large software company walked into his office to get his day started. He put down his mug next to the little pumpkin his son carved for him and logged onto his computer.
The day went on as normal, calls being made and emails being sent. Recently, two very intelligent sales representatives, Austin and Sandra, have been closing deals left and right. Neither of them ever asked for bonuses or even a raise, they always pulled their weight and always finished tasks before the deadline. In a nutshell, they were the ideal sales employees.
Mr. Joestar wanted to give them a little bonus. So he put it on his to-do list, in the meantime, there were major company updates past due that he had to send out to the staff. He wrote them back-to-back, both the bonuses and company updates.
Lunchtime was finally rolling around and all thoughts of work left his mind, all he thought of was the leftover barbeque he was about to have for lunch. He sent out the emails and left his office.
Mr. Joestar sat down for lunch in the outside patio, opening up his lunch bag and taking out the Tupperware, when Patrick from accounting walked by and said.
“Extremely generous of you, Sir.”
“Anytime, I care for each and every one of my employees!”
Mr. Joestar thought …
“There was nothing on that email about employees, just updating software and a big customer was coming to us… it’s probably nothing.”
He went on with his lunch, not knowing the grievous mistake he had made. Once lunch was over, he walked back into the lobby and told the receptionist.
“We should put fake cobwebs all around here, really get us in the Halloween mood.”
“Absolutely, sir. That’s a great idea.”
Once he got into the elevator and pushed his floor. Carl and Denise from the got on at the 3rd floor and rode up with him. Carl started up a conversation with the boss.
“That email you sent us, I mean.. Wow, thank you, boss.”
“Yeah, I can’t wait for it to go through!”
“It’s not really that big of a deal, I plan on sending more out like that, hopefully, every month.”
Carl and Denise looked at each other confused and started whispering to one another. Carl was about to tell the boss what he had done, but there was a sudden ding and the doors opened up, and the boss walked out. Everyone seemed to be in a fantastic mood, people were smiling and laughing. Nothing unusual for a Friday afternoon. Joestar walked around the desks of his employees like he always does.
“Hey, Thanks again, boss”
“You’re the best, boss”
“No one can top you, sir”
But one comment made my Sandra stood out to him.
“We really appreciate the bonus, boss, but why were Austin and I the only ones informed about the new company updates”?
Mr. Joestar stopped in his tracks.
“Excuse me? Can you please repeat that”?
“Well, we all got the email about the bonuses, but it seems that Austin and I were the only ones who got the update email.”
Joestar, pale in the face ran back to his office and logged onto his computer, he opened his email, hoping it wasn’t true.
He first clicked on the “Company Update” email and looked at the recipient’s, only Austin and Sandra were selected.
He knew what he had done, he clicked on his “You’ve earned this” while reading the recipient’s line he slumped in his chair. The only recipient tagged, was everyone.
At this moment, Mr. Joestar hears his phone ring, but it’s not his normal ringtone, it’s his morning alarm ringtone.
Mistakes like this happen quite a bit with Marketing Automation. Be sure this nightmare doesn’t happen to you by utilizing the Corrao Group to help set up, and run your marketing campaigns powered by Pardot.
Did you know poor data costs businesses on average around $700 billion annually, equivalent to 30% of the company’s revenue (Salesforce)? Having a powerful CRM platform like Salesforce doesn’t automatically ensure business success. Keeping data inside Salesforce healthy takes a lot of time and effort for your employees. Clean and quality data ensures that all high-level data related to marketing campaigns, sales forecasts, project management, pipeline reports, and dashboards are accurate.
But what happens when the data in the system is unreliable?
What is Bad Data Quality?
Unhealthy data is information in the system that can disrupt a company’s business process through missing, inaccurate, or duplicate data. A recent Salesforce study found, “The average contact database is composed of 90% incomplete contacts, with 20% of records being useless due to several factors, 74% of the records needing updates, and more than 25% of those being unintentional duplicates.” In essence, poor data includes:
Missing Data: Empty fields that data is required to be in.
Example: Missing phone/email, title.
Inaccurate Data: Wrong information put in the fields.
Duplicate Data: Contacts, accounts, or leads that show up more than once.
Example: Two leads with the same number or email.
How Poor Data Effects You
According to RingLead, the 2nd largest issue among Salesforce customers is bad data. Companies start making poor business decisions because of inaccurate data producing misleading results. Here are just three ways that bad data can hurt a company:
Inaccurate Reports and Dashboards: Inaccurate data negatively impacts the sales or marketing teams to stay on top of qualified leads or opportunities. Employees could be wasting time on the wrong opportunities. False reports can lead to the company’s top decision-makers making choices based on inaccurate data.
Wasted Time and Money: Spending money on campaigns will be inefficient if the ROI reporting is incorrect. Bad data can report that your advertisement campaign only sourced $6k worth of deals when it could have actually been $80k. Not seeing that proper ROI could lead to missing out on the chance to rerun successful campaigns and efforts.
Decline in User Adoption: Users might use another system to keep track of their data if they have little to no confidence in the quality of data. Employees tracking data in another system is another example of time and money wasted on a powerful CRM system.
How to Improve Your Data Quality
According to Salesforce, “Because the quality of the data affects the entire organization, data quality metrics should be a company-wide responsibility.” Improving your data quality starts with training employees on the importance of data. The Corrao Group can help you standardize your Salesforce process and implement data requirements throughout your Salesforce sales process. Healthy data brings better results for the company in terms of customer experience, reports and dashboards, shorter sales cycles, and more. Your company can expect great results when employees start inserting data of high quality into your CRM system.
Corrao Group x RingLead Data Solution
RingLead is the #1 data quality platform for sales and marketing, and has a suite of products dedicated to removing and preventing duplicates, improving data quality, and performing system-wide data scans. Partnering with RingLead has given Corrao Group an easy to use platform to consistently improve lead quality by providing tools to help prospect new leads, standardize records, and clean unhealthy data. Corrao Group ensures your sales and marketing efforts are reaching the right people with accurate information.
Corrao Group Health Check
One of the ways Corrao Group can help your company improve bad data is through a Health Check. A Health Check is a reverse Salesforce system demo to ensure you’re getting the most out of your current investment. Health Checks help ensure your system is up to date on the latest Salesforce release and enable you to learn best practices from a certified Salesforce implementation expert. Corrao Group can help standardize your Salesforce process and implement data requirements throughout your Salesforce Sales process.
Please contact us to take your first step towards optimizing your data and maximizing your Salesforce investment!
Sometimes, companies make costly mistakes when emailing their customers. These can vary from minor typos to major emails being sent out to the wrong customers. Mistakes like these can lead to emails being sent to spam, businesses not taking them seriously, or email systems blocking them from emailing the company altogether. We’ll review five email marketing mistakes to avoid and how they could be impacting you today.
Not Personalizing Content
One mistake that companies make is not personalizing their emails for their customers. They send out generic copied and pasted email content from inside their system. Customizing email marketing for each customer has many benefits for clients, it shows that you’re dedicated to working with them by spending the time upfront to know their business. It also reassures them that you pay attention and really cares about their needs and how your company can ultimately help them.
Not Optimizing for Mobile
Not optimizing your emails for your mobile customers can result in unread emails. According to Invespcro, “More than ⅔ of emails are being opened on smartphones and tablets” and “75% of smartphone owners use their mobile devices to check their emails”. Like the statistics state, a large portion of customers open and respond to their emails from their phones and not optimizing them to fit for mobile would be a mistake in itself. If emails are opened on mobile and they don’t render well within a few seconds, the customer is onto the next one.
Not Updating Records
Another common mistake is using an old contact list instead of an updated one. Try to keep email lists up to date and routinely clean out the contacts that aren’t engaged with you anymore. Sending emails to old contacts can hurt your email sending reputation, causing future inboxes to flag your emails as spam and negatively impact your deliverability rate. As a marketing best practice, never send content from your marketing automation system to purchased lists. The list could be years old and if you send an email out and 80% hard bounced due to incorrect, or old, email addresses, your system could be shut down.
Poor Subject Lines
Having poor subject lines in your emails can make or break whether or not your customers open them. According to Business News Daily, “the average open rate for emails across all industries analyzed was 20.81%. It’s hard to get consumers to open your emails, and bad subject lines can wreck your chances of boosting your open rate.” Most subject lines should be under 60 characters. People tend to open emails that have a simple, yet knowledgeable subject line. Using relatable wording for different companies can make all the difference as well.
Not Paying Attention To Spam Best Practices
There will be times where emails won’t be properly delivered. This is because of the customer’s inbox putting your emails straight into the spam folder. A couple of reasons why this happens comes from not including a physical address in the email, or if you use words that are usually linked to spam content. If you’re curious about whether or not your emails will be marked as spam there are tools, such as Salesforce Pardot, that can help give you feedback on if your email would be spam, and how to fix them if so.
All of these email marketing mistakes are common, but can easily be avoided if you follow best practices. Being too pushy, emailing un-opted in leads, and sending irrelevant content are also best practices to be aware of. Here at Corrao Group, we are trained in Salesforce Pardot and will help you enhance and maximize all of your marketing emails. If you’re interested in working with us, please feel free to visit our website, and sign up for our newsletter too. Hope to see you there!
Videos work because it helps companies stand out from their competitors; they grab the viewer’s attention in a way that a simple email cannot.
B2B companies are seeing higher ROI with Account-Based Marketing tactics (ABM) than they are with other marketing initiatives. Incorporating video technology into one’s ABM program can only boost its success. While those extremely nice and ground-breaking videos we see from Nike, Apple and others are amazing, even simple videos of a rep at their desk can boost ABM efforts. These videos work because it helps companies stand out from their competitors; they grab the viewer’s attention in a way that a simple email cannot. In addition to standing out from your competition, here are six reasons to use video in your ABM efforts:
1. Videos Boost Conversions and Sales
Having a video on your landing page can boost conversions by 80%. With vision being the most dominant sense, it’s not surprising. For sales, 74% of users who watched a product video ended up buying something. In today’s digital world, videos are outperforming white papers and enhancing landing pages to give the customer an easier experience.
2. The ROI is There
83% of businesses report that video provides great ROI. Whether the video’s quality is at the scale of Nike, or a simple product demo, it pays off. As technology advances, editing tools are getting easier to use and more affordable. Companies that don’t have experience in video marketing can easily get involved and start today.
3. Video Marketing Saves Time
Consumers are smart, and they know downloading a white paper means going through a sales demo at some point. They also know that it takes time to read and digest the content as the content tends to be more sophisticated than that of video. Showing a video helps viewers learn all they want about a company/solution if the video does the job right.
4. Provides Confidence and Validation
If the cost is large enough, the buyer will have to put their reputation on the line to justify it. Having a case study video testimonial will help the buyer, and their company feel more confident in your solution. Videos are also easier to share and don’t require additional information as white papers tend too.
5. Videos are Easier to Digest
In your busy workday, can you afford to spend 15 minutes reading a white paper, or would you rather watch a 3-minute video to obtain the same info? The average viewer retains 95% of info they watch versus the 10% when they read. Multiply this a few times because your colleagues will be reading/watching this content and it all adds up.
6. Communicates Emotion
A personalized video goes a lot further than a white paper, especially when it comes to first impressions. Emotions play a part in making decisions, and personalized videos can build a relationship. When the buyer narrows their choice down to two solutions and can’t decide on which one to choose, having that relationship is going to be the difference-maker.
Anyone can start using video marketing in their ABM strategy as soon as today! Recording a video containing content that would typically be copied and pasted into an email can be your simple start. Don’t have an ABM strategy in place yet? Don’t worry, it’s not required to use video in your outreach. If you’d like to start Account-Based Marketing, take a look at our 5 tips to get started blog post. Visit our website and contact us today if you’d like us to help run, or assist your marketing efforts through our digital marketing agency. We provide marketing services of all kinds, including content creation, paid advertising, filling funnels, and much more.
When starting a new digital marketing presence, a strong foundation is crucial. We’re here to help you understand the most fundamental, but important terms out there. These are the top 10 digital marketing terms you should know.
B2B vs B2C
B2B and B2C are very similar, B2C is business to consumer and B2B is business to business. For example, a B2B company is Microsoft, selling software and electronics to other businesses. B2C is more like Apple, where instead of marketing their products solely to companies, they target and sell them to individual consumers.
A/B Split Testing
A/B split testing is when you would like to test if one version of your asset outperforms another, similar version. For example, version A of a landing page could have a form at the top of the page where version B has the form at the bottom. Test the pages for a month to see which one outperforms the other, and then stick with it! Changing the text or picture an asset can make all the difference. The more assets you have out there, the more feedback you’ll get on how to create the best version of it.
CTA is your Call to Action. Usually, a button or next steps that will either give the customer the option to buy a product, give their email, or any other activity that gets the customer involved with you. It should be the biggest and boldest part of your page, it should draw the attention of the customer when they first log onto the page. When a customer first lands on the page and sees the CTA they should want to click on it and see what they need to do to get involved. Creating CTAs comes from asking, “what do we want the viewer to do after reading this?”
Hard Bounce/Soft Bounce
Hard Bounce is when you email certain customers and the email wasn’t delivered due to a particular reason. The email address might be wrong and have a typo or the recipient could have left the company. Soft Bounce isn’t as bad as Hard Bounce, all this means is that the recipient’s email is full and can’t hold any more emails or the email was too big. If this continues and emails keep getting soft bounced, some systems may mark it as a hard bounce.
CTR, or Click-Through-Rate, is a statistic that measures the number of times your ad will appear on a site whether or not the audience sees it or clicks on it and also can apply to emails as well. It is comparable to the term “reach” which measures how many people can see your content and impressions, and see how many times your ad/content was displayed. These impressions help build your company’s brand.
A Buyer Persona is a very important part of the sales and marketing process. It gives you the bigger picture of the potential customer you’re working with. This includes the customer’s name, age, interests, pain points, buying tendencies and anything else that would give you an advantage over other competitors trying to gain them as a customer. Use these to help your marketing team write content on how your solution will solve their pain points.
SEO is another name for Search Engine Optimization. It is the organic way to move your site to the top of the search engine. In other words, getting to the top of Google’s search results. There are many parts to the SEO such as targeted keywords. These words will match the ones that customers are typing into the search bar giving you an advantage over the companies that don’t have any keywords, bumping you to the top.
PPC, or Pay Per Click, is similar to SEO in some ways. With PPC, you pay Google to sponsor your ads, making them appear more frequently than others. The more money you give, the higher you’ll be put at the top of Google results. To get more clicks to your website, you’ll want to create ads with the keywords you want to be associated with, small sentences, a picture and maybe an extension like an email to a certain department or the company phone number.
CPA, or Cost Per Acquisition, is used to determine how much you’d need to spend to acquire a new customer. The way this is done is by dividing the total cost of your campaign by the total number of conversions. This part is important because it shows how much you are spending on a single conversion. If the cost is too high, try to brainstorm ways to rewrite your marketing campaign.
Hopefully, you’ll be able to walk away from this knowing some vital digital marketing terms to help further your marketing experience. These are digital marketing terms that everyday marketers deal with and know how important they are to be experienced in them. If you have any questions or want to get in contact with us to, please feel free to visit our website and reach out to us. Hope to hear from you soon!
Going through every little detail of the Salesforce Summer 19’ Release Notes can be very time-consuming. We’ve decided to highlight the most popular features that have been circulating with a description and a benefit for each new release.
It’s important to note that most of these newly released features are only available in Salesforce Lightning and not Classic.
Pardot Einstein Campaign Insights
Description: Einstein currently gives you essential statistics and insights on how your campaigns are executing. You can discover more insights from Einstein for other marketing assets like prospect details, list emails, engagement, and marketing forms. Linking Pardot with Salesforce will enable you to keep every one of your records in a single spot.
Benefits: Helps marketers analyze buyer behavior, dissect data, and find similarities of what your prospects share to maximize your campaign effectiveness.
Einstein Activity Metrics
Description: When you click on an Opportunity, you can now view the last email date and the Einstein score of the Opportunity. In the reports tab, you can see who has been active and who needs your recognition.
Benefits: Activity metrics in Sales Cloud makes it easy to get a complete view of all activity so that your sales team can know how to prioritize their time with their customers and prospects.
Einstein Pricing Guidance
Description: When Sales reps add a product with pricing guidance to their quote, they can view the suggested target, norm, and floor discount amounts. If the representative chooses the target price, Salesforce CPQ applies the fitting discount to the quote line.
Benefits: Helps your sales team close deals by providing them with pricing guidance based on historical deals and product pricing trends.
Salesforce Milestone Confetti Celebration
Description: Sales will drop virtual confetti across the screen when reps reach a certain milestone.
Benefits: A fun feature released by Salesforce to help your team celebrate success.
Field Service Lightning: Dispatch Console Enhancements
Description: Schedule a service appointment by dragging it from the map onto a service resource’s schedule in the Gantt.
Benefits: Faster schedule and dispatch jobs right on the map and view long-cycle jobs by month directly on the Gantt.
Description: Be more productive with smart macros in Lightning Experience that include conditional instructions.
Benefits: Increase employee productivity by automating routine tasks based on a set of conditions and criteria. Adding expressions into the builder will help specify steps, timing, and streamline macros.
Digital Engagement: Agent-Initiated Messaging
Description: When an issue needs additional examination, agents can leave the messaging conversation to find the solution. Then, return to restart the conversation. Agents can now connect with customers via SMS.
Benefits: Resolve customer problems faster than ever. Replies become automatically routed back to the same agent every time.
Marketing Cloud Integration with Google Analytics 360 Enhancements
Description: Create IDs between Google Analytics 360 and Marketing Cloud for a single user. By linking these two IDs, you can build audiences based on Google Analytics data for web and mobile app activity, email engagement, and offline behavior.
Benefits: Capture the customer’s behavior and actions like goal non-completes, page exits, browse abandons, and search abandons.
Advertising Studio Integration with Google Customer Match
Description: Users can now match their data to Google with more than just email. Now you match mobile ID, phone number, address, and user ID.
Benefits: Increasing match rates, and make your marketing work for you. With more attributes added, customers have an increased chance at achieving higher match rates, and ultimately, a greater return on ad spend.
Einstein Engagement Frequency
Description: Maximize customer engagement by pinpointing the right number of emails to send over a time frame. If you send too many emails, you can risk wearing down the customer. Send too few, and you might miss out on a sales opportunity.
Benefits: Einstein Engagement Frequency addresses these concerns by discovering the best email frequency range to meet your goals with your customers or subscribers.
The Salesforce Summer 19’ Release Notes does bring exciting new features for Salesforce employees and customers. However, for the customers that are still using classic could be in trouble.
Lightning does need to be activated to maximize the Salesforce Summer 19’ Release Notes. Lightning will be enabled for all users coming this October. In addition, we do offer services to help you with your transition.
It’s well known that 87% of B2B marketers agree that ABM delivers a higher ROI than any other method (ITSMA). The next question everyone asks is, “where should I start?” ABM for beginners is a complex strategy, and newcomers can quickly become intimidated by the time and effort it takes to run. The truth is, even a company with 10 employees can successfully execute an ABM strategy. All it takes is knowing how to start correctly with a solid foundation. Businesses just don’t start ABM with 200 accounts on day one; they start out with a few accounts, show ROI and success, correct themselves, and continue to scale. ABM for beginners starts with building the right team.
1. Form the Team
An ABM strategy is only as great as the team that develops it. It’s pivotal that ABM teams are built correctly with the right people. They will be responsible for defining the goals and KPIs, developing the strategy, and executing to produce results. There is no magic number for the right team as it varies based on the company’s size. Recommended team members include the heads of Sales and Marketing, including those involved with content strategy, technology management, and media managers. Once the team is assembled, it’s time to decide on who your customers will be with your ABM strategy.
2. Identify Target Accounts
With hundreds and even thousands of accounts on file, is there a trick to pinpointing the ones that would provide the highest chance of ROI? There is, creating your Ideal Customer Profile (ICP). An ICP is a description of a company that is the perfect fit for your solution. Criteria can include industry, budget, employee headcount, the technology they use, etc. Based on how many criteria a company meets, they should be segmented or tiered. Those that meet more criteria of the ICP should produce the most ROI, so they should be tiered higher and given more attention and resources. For example, if your solution is perfect for a company in the manufacturing industry with a budget of $30k, has 400 employees whom all use Gmail, that would be a Tier 1 client. If an account comes in that meets only one out of eight potential criteria, they would be a tier 3 client. Once some tier 1 accounts are segmented, we can then target and message the decision-making contacts at the account.
3. Highlight Decision-Makers
Finding out those who will ultimately say yes or no to your solution at a company will help your team market to them, swaying them to say yes. These decision-makers usually are c-level, but it’s also important to find out those who may not be in the c-suite but still have a major influence on this decision. Finding out who these contacts are can be done through interactions with the company as well as conducting research. The value here is having the confidence that you know who you’re speaking to will ultimately be the ones making the decision on your solution. A buyer persona should be filled out for each decision-maker, and include info on their daily activities and pain points. Knowing about your buyers’ pain points will help marketing create their content, and help sales with their outreach since they’ll know what pains to address. Having these contacts highlighted will help you in the next step when you create custom content for each decision-maker.
4. Design Outreach Plan
In traditional marketing, the same content is usually blasted out to everyone in all types of roles. ABM is about sending custom content about how your solution(s) will help the recipient in their specific role. This requires research to be done on what challenges they face daily, and how your offering will solve it. For example, a VP of Marketing at a tier 1 account will receive content from your company on how your solution will help produce more quality leads because it is a pain point for them. This can be time-consuming, but well worth the investment. Once the content is finalized, incorporating it into the larger outreach plan will help paint the larger picture for everyone. You’ll designate who will receive content and when, when a call from sales will go out, when they will see an ad about your solution, etc.
5. Expand Accounts, ROI Reporting
ABM requires an abundance of research, but the time and resources is well worth the investment. Due to all the research your company will do, they can find additional ways that your solution(s) can help a customer that would have never been found through traditional marketing. This stops the one-and-done projects and allows a longer engagement and more success for both your company and the customer. After ABM has been running for some time, it’s time to report on your success, did ABM work for your company? ABM reporting can be one of the more difficult efforts to track unless you have the right technology. It’s not recommended to track efforts manually as it would be too time-consuming, and not scalable. Our recommended tool is Salesforce’s Einstein B2B Marketing Analytics as it helps see top-level KPIs, identifies top-engaging accounts, see current stages, and much more.
ABM for Beginners: Final Thoughts
Account-Based Marketing will take time to show revenue due to the deals typically being larger in size. With ABM’s marketing efforts generating 200% more revenue than others, it’s well worth it (Flip My Funnel). In addition to having a great strategy, the technology used is also an important factor. Tried and true for both ourselves and our customers, the Salesforce platform has all the tools and connections to accomplish your ABM campaigns. Corrao Group offers services that both help set up your system for ABM training and campaigns, as well as execute and run it for your organization. If you’d like to download our full Account-Based Marketing Guide for B2B Marketers, please fill out the form below.