The Account Based Strategy team uses various tactics when launching an Account Based Marketing (ABM) campaign. This page will provide the details an ABM Manager needs to successfully launch those tactics.
When launching a 1:1 or 1:Few ABM campaign, the ABM Manager will open an issue for each account as a SSOT for tactics, launch schedule and bi-weekly metric updates. The ABM Manager will also open an issue for each tactic being launched for the account and relate to the larger campaign issue.
The ABS team leverages the tool Demandbase, a targeting and personalization platform, that lets us target online ads to companies that fit pre-determined criteria. This means delivering advertising assets to audiences in specific accounts, with custom messaging and offers informed by the account's ABM strategy and needs.
Detailed information about PathFactory, creating tracks/explore pages, etc. can also be found here.
A collection of content specifically selected based on industry, tech stack, entry point use case, SFDC notes and conversations with the account team. PathFactory leverages machine-learning to suggesting the ideal content in the track based on what prospects are already viewing.
Campaign Toolsat the top of the PathFactory site. Select target or recommended.
+ Create Trackin the top right OR click a track that you would like to clone. If you are cloning a track, once you have clicked in, in the top left next to the track name click the clone track symbol of two overlaping squares.
+ Add Contentin the top right and add content as needed. Remove content by selecting the piece you want to remove and clicking the trash can icon at the bottom right.
A landing page that is customized to the account with a logo, SAL image and specific banner. The page will then show the content treack created above as options to click into.
Campaign Toolsat the top of the PathFactory site. Select explore.
+ Create Explore Pageand selec the track you created that you want to be leveraged in this explore page. Select the ABM/ABS folder.
Appearancesby selecting the gear icon at the top right of PathFactory. The colors, fonts, imagery, and layout of your explore page can be customized there.
Drift is a chat platform used by SDRs to engage visitors on select webpages. When a site visitor interacts with the bot they will be taken through a customized series of questions offering the option to view the PathFactory track, chat with an SDR or schedule time to speak with an SDR.
We can create a specific welcome message, playbook, or chat landing page for ABM accounts. More information can be found here. To create any of the above open a Drift Campaign Issue for our Marketing Operations team.
SDRs will have a signature banner that aligns with the ads prospects are being served. It will only send an ABM campaign banner if they are reaching out to someone from one of our ABM accounts. If a prospect clicks through, they will be redirected to the PathFactory track. Additional information about Terminus can be found here.
Additional information about webcasts and launch steps can be found here.
This is a GitLab-hosted virtual event with Webcast type configuration in Zoom. This is the preferred setup for larger GitLab-hosted virtual events (up to 1,000 attendees) that requires registration due to the integration with Marketo for automated lead flow and event tracking. GitLab-hosted webcast type is a single room virtual event that allows multiple hosts. Attendees cannot share audio/video unless manually grated access.
This is a light-weight virtual event that can be hosted on any team member’s personal Zoom. This is recommended for smaller virtual events (200 attendees max) and allows you to break the audience into smaller groups during the event. Attendees are able to be interactive in this event type, having the option to share both audio/video if allowed by the host. We can track registration, but there is NO Marketo integration, which requires manual list upload to Marketo post-event.
The ABS team will be working with the Verticurl team to execute email marketing setup and other tasks in Marketo. We will use issues and an issue board to remain aligned. The triage process will be fairly straightforward with the ABM Manager opening and completing all necessary tasks within issues and handing off to the final copy to the Verticurl team.
|ABM-Verticurl::blocked||ABM Manager adds when the issue does not have enough information for Verticurl to work on the issue or the asks are not complete. ABM Manager is to address then re-add the ABM-Verticurl::triage label to flow back through the process.|
|ABM-Verticurl::wip||ABM Manager adds when the issue is 100% cleaned up and they are ready to send the work to Verticurl to complete|
|ABM-Verticurl::review||Verticurl adds when they are ready for ABM manager to review the work they have completed|
SLAs for both Buyer Progression and Self-Service Webcasts can be found [here] (https://docs.google.com/spreadsheets/d/1otehEQ1_LPnRs0ilX4CZB4j4qJwBx2t-3R6bZjMTI2Y/edit?usp=sharing)
Please note that all Buyer Progression Webcasts have a -45 business day SLA requirement.
[Hold WC Hosted] Webcast title
Invite Othersunder Guest Permissions so invitees are not able to modify the event or add additional guests.
The ABS team leverages content syndication as a campaign tactic to drive top of funnel leads for our ABM accounts. Content syndication campaigns are run through a third party vendor (ie True Influence) and promote a piece of content like a white paper or eBook. In order to download the GitLab content piece the person must provide their contact information. When running a BANT program, the person must answer a few qualifying questions to download the piece of content.