Last week, BrightFunnel hosted its first ever FunnelFest virtual event and hundreds of marketers tuned in to learn how to create marketing that prospects will love. We designed this virtual event for marketers who wanted real stories on hear how six of the top B2B companies are executing marketing campaigns and measuring their impact. For those who attended, we hope our sessions provided you with clear, actionable insights that you’re able to use right away! And for those that missed FunnelFest — have no fear, you can re-watch the entire thing on demand here. If you forgot your headphones at home or would prefer to read up on what you missed, keep on reading to read our recap below of what we learned at FunnelFest!
Way #1: Don’t Be Basic When It Comes to ABM
OK — so most marketers know by now that when executed correctly, account-based marketing can be a very successful tactic that helps you build traction and stickiness with companies your brand wants most. You’ve likely experimented with ABM yourself, either sending direct mailers or coming through a prospect’s LinkedIn profiled at target accounts to craft personalized messages. But how do you take those tactics one step further and go beyond the basics of ABM campaigns?
Engage, Close, Grow
In her session on ABM, Colleen Rombach of InsideView illustrated her company’s beyond basic approach to engage, close and grow customers at target accounts. Just look at her chart below to see how InsideView thinks about executing ABM campaigns. Notice how this strategy isn’t siloed to just sales, or marketing, but instead, requires both departments to work in tandem to build brand awareness at target accounts. The InsideView team also uses tiers to map out strategies to impact on their marketing team’s efforts and workloads so that sales and marketing can work together to determine which levers to pull at each stage of their buyer’s journey.
Embrace The New Rules of Sales Development
Echoing on Colleen’s sentiments to go beyond basic, Matt Amundson of EverString, explained in his session that the grey area between sales and marketing, aka, sales development, shouldn’t be overlooked in your ABM strategy. He then outlined the eight new rules for sales development that all teams should follow when embracing ABM and we’re totally in love with each and every single one of these rules.
#1 for example? Heck yes! The BrightFunnel sales development team consists of six, hard-working account development representatives (ADRs) who sit on our marketing team and execute a hybrid of traditional and account-based outreach. They rock, and it’s amazing to have them on marketing so that we can easily communicate with them on upcoming campaigns and take a coordinated approach to follow-ups once a lead becomes qualified.
Way #2: Create Content that Resonates
To fuel your marketing strategy and make prospects eager to love your platform, what you’ll need to do next is craft personalized content that resonates with your buyers. Rafael Flores of Treasure Data elicited marketers to picture this scenario:
- You have a new lead from a target account. She visited your website, downloaded an ebook, and requested a demo.
- Your sales team followed up to schedule the meeting, but she’s gone dark.
- What are your next steps?
This scenario probably sounds all too familiar, and Rafael recommends using customer data to bring your leads back into the light. For example, by using what you know about your lead or seeing what you can find about their business stack or purchasing habits on LinkedIn, you can pinpoint a specific “content hook” that you can use to re-engage your lead. Say this lead is really interested in looking at the demand waterfall, we could craft an ad to serve to her that speaks to BrightFunnel’s demand waterfall to get her to re-engage in a more personalized way.
Another great tip we got during FunnelFest on content marketing was from Tara Robertson of Uberflip who reminded us that as marketers, we’re always trying to create more content when really we should strive to create better content. So, how do we do this? Take a look at the image above, it outlines the traditional way of thinking about content marketing vs. the new approach the Uberflip takes to creating content. They begin by asking potential customers, themselves and their business what they actually want to read about Uberflip. Then, once their content is ready to deploy, they segment out the distribution and create custom content ‘hubs’ that they can fill with content that’s only relevant to the lead who they’re sending it too. Pretty cool, right?
Way #3: Using Data To Mine The Insights That Matter
So you’ve conquered your account-based marketing and improved your content marketing — now what? Well, sadly none of your marketing efforts will really matter unless you have the data to show your boss how these campaigns have positively impacted your marketing efforts. And we understand that tracking your marketing is tough! In fact, during his session on marketing attribution, Jeff Coveney of RevEngine Marketing explained that marketers are often held back to getting the metrics that matter because they aren’t collecting the right data points from the start. To gain insight, you should set yourself up to track the following questions:
- Where are our leads originating?
- What did the lead want? What were they interested in?
- What touchpoints did they interact with at the beginning, middle and end of their journey?
In her keynote on unlocking the buyer journey, BrightFunnel’s own VP of Marketing and Sales Development, Dayna Rothman shared how we track the answers to Jeff’s questions and more through multi-touch attribution. By using a tool like BrightFunnel, you can actually turn the buyer’s journey into a science to send the right message to the right person, at the right time.
If you’re ready to have prospects fall in love with your marketing and turn your buyer’s journey into a science, we’d be happy to share how BrightFunnel can answer the questions above!