Omnichannel account-based marketing is becoming the new standard for modern B2B marketing.
We’re hosting this webinar to share how the best global manufacturing and life science companies are reaching their key accounts across all digital channels including display ads, LinkedIn, email, Facebook, Instagram and Google.
Tav Tepfer (00:22):
Okay, great. Well, thank you all for joining our discussion today on how to use omni-channel for B2B account-based marketing. I have Lance Menuey with me today, he's one of our directors of digital strategy, and he works with several large global manufacturers and life sciences companies to really help them get results from account-based marketing programs. So thanks for joining me, Lance.
Lance Menuey (01:36):
Thanks for having me, Tav.
Tav Tepfer (01:38):
Yeah, great. Okay, so we've been talking a lot about omni-channel and we get asked all the time about, "When do I use certain channels and how do I make it account-based? What's the difference in making it account-based when I'm trying to incorporate omni-channels into strategy and my messaging?" And the number one problem we see is that companies come in and just try to randomly test a channel, and they really don't use it to put cohesively together the story for a buyer's journey or what they're trying to message to that customer or prospect. They kind of get in and get out of the channel by testing and don't really get results or know how to view those results or interpret those results, and they end up spending a lot of money.
Tav Tepfer (02:33):
So we'll show today how to stop doing that and how to pull the strategy together. And then the other problem we see is people use omni-channel just to try to chase a lead. They're really just going for that name and the name, depending on where they are in the buyer's journey, isn't as relevant maybe as you might think. And so there's an appropriate time to hand that off to sales after you've led them through a journey. So let me share my screen and we'll get started on how we do this
Tav Tepfer (03:15):
No. Okay, great. Let me go to the top. All right. Nope. There we go. So I could've shared this Lance as our kickoff. So what we're going to cover today is really how an account-based audience is different then just general audience builders that you use in each user interface from the different platforms, how experimenting is really hard, especially in a B2B marketing environment, and how it gets really expensive just to try to learn, and sometimes you don't get the learning that you think, and then really how you should use omni-channel by taking those buyers on a journey opposed to just waiting for leads. How you go out and proactively get those companies that matter most to you and lead them through that journey. So, first, I mean, Lance, why don't you talk about the complexities of B2B marketing and why this really matters to our audience?
Lance Menuey (04:29):
Yeah, thanks Tav As we see the evolution of B2B buying today, it's really changed, right? It's changed over the years, it's become more complex. And the reality in today's world of B2B buying is buyers on average are anywhere from 60 to 90% of the way through the buying cycle before they identify themselves, right? Before they engage, before they reach out to contact someone. And in that time of that buying cycle, or that 60 to 90%, they spent that time doing research, they spent that time gathering requirements, they spent time doing it digitally, all while remaining anonymous. The other real reality in today's B2B buying is that while there are known contacts or known people that you may be potentially reaching out to or trying to communicate with, buying has become more complex, your products and services are more complex, and so there's a lot more functional areas within organizations that are involved in that buying decision. So there's hidden influencers, there's unknown influencers.
Lance Menuey (05:55):
So what we find, and what we see across B2B buying today is that when that person chooses to identify themselves, fill out that lead form, because that's really on them, you can't force anyone to do that. So when they choose to do that, the reality is, is that if companies haven't been really educating and influencing around value brand, how you're the partner of choice. While they've been doing that research, doing it digitally, doing it anonymously, probability of winning goes down, right? And if you're not reaching everybody, not just the known, but also the hidden and the unknown as well, probability of winning goes down.
Lance Menuey (06:39):
And there's a lot of stats down here, but, and I won't read through them, but what we find is that it's become really critical from a marketing perspective, from a digital selling perspective to reach those buyers, those influencers, those stakeholders, not at the time of the lead, but from the very beginning around awareness, and then take them through a journey and educate them throughout that entire buying cycle. So that's really the foundation of the approach and how to think about reaching those buyers and how they actually buy today.
Tav Tepfer (07:21):
Yeah, and I think the thing that strikes me too on this slide is that what used to be led by sales is really now the marketer's job, right? The marketer has to digitally sell and bring them through that journey because they're not talking to sales anymore. So, I mean, how do you see your clients doing that for such a long period of time digitally?
Lance Menuey (07:46):
Yeah, that's a great point, right? A long time ago, everything was sales driven. Buyers had to go to salespeople to get information, and that's not the case anymore. So a lot of this responsibility from a digital selling perspective is really marketing's responsibility today. And it's their responsibility to really align your products, your services, your value, your differentiation with how buyers actually buy today, right? And one of the things that we do know is that a buyer typically goes through five different stages in a buyer's journey.
Lance Menuey (08:27):
And well, stage zero's not on here, but stage zero's really around awareness, right? "Hey, here's who we are. You might not have heard of us, but here we are." But stage one is typically around challenges, it's around problems. It's around showing these companies or communicating with them, getting content in front of them that shows that you understand these challenges within their industry or these problems that they're encountering. And as you're getting this content and as they're consuming this content around these challenges and these problems-
PART 1 OF 4 ENDS [00:09:04]
Lance Menuey (09:02):
So, I mean, this content around these challenges and these problems, they eventually moved to stage two, right? And that stage two is where they, the light, for lack of a better word, that light bulb goes off and they realize that, "Hey, those problems, those challenges that I've been reading about are actually my problems. I'm experiencing those challenges." And once you acknowledge that you have a problem or you're facing these challenges, that's where it takes you to stage three, right? And how can I solve this problem? And this is where case studies, use cases, things of that nature are really beneficial in teaching the companies, right? How to solve these problems.
Lance Menuey (09:49):
Then they're going to come to stage four where they understand the problem. They understand how to solve the problem, but who can help me solve this problem? The interesting thing about stage four is this is often where we see that third party intent, right? Because now they're going to begin to research other companies that can help solve that problem. But at the end of the day, if you really think about this journey, that's too late, right? Stage four is too late. If you haven't been really bringing them through this journey and creating that narrative prior to that, that's where I talked about earlier, where that probability of winning goes down. So, stage four is really where, that's where we want to alert the sales reps, right?
Lance Menuey (10:32):
That's where those meetings get set. That's where that turns into that opportunity they're at stage five. But more importantly, it's not over at stage five either because of all those hidden influencers and unknown influencers that impact those minds decisions, right? So, I think it's interesting because marketing today is really that only group or that only organization that can reach that buyer from the very beginning to the very end, right? And really deliver that value in that message throughout. So, this is, again how the buyers are buying today and again, marketing's responsibility to really begin to align their value, their content, their messaging with these various stages here.
Tav Tepfer (11:27):
Yeah. And then I can see how you're taking them through that journey over months of time, how important it is then to deliver on all channels. I mean, hitting them one place, just trying to orchestrate this via email only, simply doesn't work, right? Or just doing random tests in one place or another doesn't work. You really have to cohesively bring together all these channels. So, that's really what we want to talk about today. And the first one I would say is, how do you build the audiences, Lance? If you're trying to take them through a journey, how is it possible to keep them with you through the journey from start to finish?
Lance Menuey (12:16):
Yeah. So, just a point on the last slide as well, Tav, it's incredibly important to really provide that unified customer experience across all these digital channels, right? Because your buyers, these influencers are going to go across all these different various channels, right? So, it's important to really begin to create that experience, that consistent experience across all those channels, right? And it really starts at that account level, right? And understanding your key accounts or those target accounts that are important to you, that are likely to have the biggest impact on your business. So, you start at that account level and then you build audiences below it and I have a great example about one of our clients who they're doing IP programmatic advertising with us at the account level. But they're also doing LinkedIn campaigns at the audience level and at the title level, right?
Lance Menuey (13:23):
And one of the things they asked us to do is to bring their data into our platform and really help them understand the results and analyze what's happening. And honestly, it was eye-opening as to the results that they were seeing, not from a positive perspective, but from, by creating campaigns at that audience level. Instead of merely focusing on their target accounts, they reached a 1,000 plus accounts that with their campaigns or with their ads. Of those 1,000 accounts, only 50 of them engaged, okay? So, they've reached a 1000 accounts. 50 of those were engaged and of those 50, 5% were actual target accounts that they had identified that they wanted to sell to. So, this was very eye opening, right? And again, that's why we recommend really starting at that account level. You start at that account level, you identify who you want to sell to or who's likely to have that biggest impact. And again, we call that a target account and then build those audiences below that, right? And ultimately at the end of the day, if you do it that way, you're not going to see this huge amount of waste, not only from a financial perspective, but quite frankly, companies and audiences that are not going to buy from you, right? So, it's really important to focus at the account level and then go down to the audiences and reach them with that content.
Tav Tepfer (15:08):
Yeah. And I can see how it's challenging, right? I mean, I just pulled a few UIs from different platforms here and they're all different, they have different metrics, different criteria for building the audience, different optimizations, different targeting approaches. It's really complex. And then you have to pull the data back from each one to try to make sense of it compared to each other. So, I mean, I can see how people get really off track in trying to incorporate an omni-channel plan into their overall strategy. So, it's difficult. I mean, unless you want to become the master of every single one and then the orchestrator across. I mean, it's a hard task for sure. And your particular social coordinators of your plan is not, it's a total different thing than leading your buyers through a journey. So, social marketing is different than what we're talking about here for omni-channel.
Lance Menuey (16:15):
Tav Tepfer (16:17):
Yeah. So yeah, I was going to say, a client example that's done experimenting in channels that you could share results and here we are.
Lance Menuey (16:26):
Yeah. That's made me chuckle because of all the different UIs and the complexity around it. And it made me think of this client right here and how they did what was recommended to them, right? Experiment, experiment with multiple ads experiment with multiple audiences titles. And the result was you can see the spike there in April and May, they ended up spending $200,000 across audiences and across titles, across regions that they didn't want to, that wasn't intended to, that they didn't want to sell to, right? And that is eye-opening, right? And part of the reason is again, titles are different, titles aren't the same across all the different industries and verticals. Information on LinkedIn is not always 100% accurate, right? One of the things that I see across clients is that you're reaching accounts that you're not trying to reach because they have multiple current job titles or companies, right? That is inaccurate. So again, that's the importance of really building again the approach at the account level, and then getting down into the audiences. And really think about a few things, right? And-
PART 2 OF 4 ENDS [00:18:04]
Lance Menuey (18:01):
A few things, right? The first is, as I talked about in the matrix that are through the buyer's journey is doing this at the appropriate time, right? Incorporating these social platforms and LinkedIn at that appropriate time through those buyer journeys to really reach and engage those appropriate audiences in those specific accounts when you want to. And so I could go on and on about that, but I thought that that was just a really great example, example of how experimenting and testing without consistency, it can backfire, right. And it can be a very costly experiment. And what we really encourage is to really understand outcomes what's the word I'm looking for? Is really think about the outcomes as you're planning these campaigns and really what you're trying to accomplish with them.
Tav Tepfer (19:11):
Yeah. I think it's really important to coordinate from start to finish your campaign. Right? Exactly like you're saying, and incorporate Omni as you're moving them through the stages and we help with that at, at Jabmo. So, can you kind of walk through an example of how a client has used this matrix that we put together for them?
Lance Menuey (19:38):
Yeah. So, over years in working with our clients and really understanding those five stages and how companies actually buy we've created this account based omnichannel matrix that we really use in working with our clients around this omnichannel approach. And in the beginning, if you look at buying stages there it's really around awareness in the beginning, right? Generate that general awareness around your brand, get that message, your CEO message outer. In the channel you can see that IP display advertising is really a great place to start, right? Get that general message out there. Direct your target account to assets on your website, to blogs, social pages. And really think about this as before they ever really start that buyer's journey.
Lance Menuey (20:35):
And then as they start moving through those buying stages, start introducing them to what we call challenger messaging, right? To really highlight those pain points, those challenges. Get them to really acknowledge and internalize that, "Hey, those problems, those challenges I'm actually facing those, right? Those are my problems. And those are my challenges." And again, IP display advertising, email, website, personalization these are great channels to really get that message out. And it's important to monitor the reach and engagement across this, as well across those target accounts. See how they're interacting, see how they're interacting with those messages. See what's resonating across those target accounts. And then really build from there. Build into that consideration mode. Where that's like stage two, three and four that I was talking about in the triangle there.
Lance Menuey (21:43):
Educate these key accounts on how other companies have solved these same problems. Begin to weave in not only IP advertising, but LinkedIn marketing. Offer more informative assets, download case studies, webinars, things of that nature. And again, it's really important. Continue to monitor that reach and engagement across these accounts. What is being downloaded? What assets are being downloaded? Who's registering for these webinars? And things like that. Really guide them or guide their journey as they're researching these solutions.
Lance Menuey (22:25):
Again, offer white papers. Start to introduce your products and services, virtual showrooms, things of that nature. Convince them to have a conversation at this point. Have a conversation with the sales rep. This is a time that you want more information. You've brought them through and this is where you can begin to really understand, are we getting meetings? Are new opportunities being opened? And things of that nature. And then at the end or at the bottom, there seven, eight, nine, it's really around the decision.
Lance Menuey (23:03):
As I said, there's multiple influencers and stakeholders, unknown influencers that impact buying decisions. So continue to deliver messaging across all these channels, reminding these accounts of those problems, highlighting your company's value, differentiation, why you're the partner of choice. And what we find is that really creating this buyer's journey through these different stages, across all these different channels, can greatly impact your business. I always like to say a lead is not a lead. You want a good high quality lead. And if you've been educating them and really bringing them through the buyer's journey, when that lead happens, that's when the magic happens. That's when your sales people are well positioned to win that opportunity.
Tav Tepfer (24:04):
Yeah. That's a great point. I mean, early in the process, you might get a name, but it's just a name for you to monitor and to track and to see what's happening. It's not a lead until you get to stage four or five, does that really become a lead? At first we deliver marketing insights to help our clients understand what to do with the information, but we wait to deliver that sales insight until it truly is a lead, right?
Lance Menuey (24:35):
Tav Tepfer (24:35):
How do your clients use this battle card, Lance?
Lance Menuey (24:40):
Yeah, no, absolutely. I think that, that's an important point to have is, sales at the end of the day, wants a lead that's ready. And so it's not about getting them a name when they're not ready, or they're not at that point in the buyer's journey to have that conversation. It's about getting them that information at that time when they're ready for that conversation. And one of the things that we do is what we call a sales battle card. And really think of the sales battle card as pre-lead information. So as you're running these campaigns, as you're running these omnichannel campaigns and monitoring that engagement, monitoring what problem statement or what is resonating across those accounts, you can begin to detect surges across multiple channels in these companies, and understanding what products they're looking at, understanding what pages they're looking at.
Lance Menuey (25:48):
And this is a great example of Eaton Lighting here. They were selling specific lighting. And one of the things that was detected through the engagement in the platform is that Abbott in Temecula, California and Murrieta, California, was looking at the lighting pages on Eaton. And they were looking out of these specific locations. And with a little bit of research, it was understood that they were replacing all the lighting. And there was a project that was going to be done across these buildings. This is something that most likely would not have been detected without understanding the engagement and the insights. And then it's about getting it to sales so that they can call on these locations and really get those meetings and get the opportunity to win that business.
Tav Tepfer (26:43):
Yeah. The nice one about this example too, is when the sales rep called for the project team there locally, they recited some of these messages back like, "Oh yeah, we definitely wanted to talk to you because we understand that you are the one that's the most efficient." I mean, there's more on the landing pages when you click here, but they really.
PART 3 OF 4 ENDS [00:27:04]
Tav Tepfer (27:03):
There's more information on the landing pages when you click here, but they really used their terminology when the sales rep did reach out to them to get this deal. That's always nice when they're using your lingo and telling you your differentiation on the first call from the sales team. So that's great.
Lance Menuey (27:20):
It's a great example of that buyer journey. Right. Taking them through those different stages so that when they were ready to talk, you brought Abbott into their view of the world. Right. And why they're the partner of choice.
Tav Tepfer (27:37):
Yeah. Well, great. So then, as we do omni-channel, how do you use the data? How can you pull it all together and help see what's making the biggest impact and how you're impacting those target accounts?
Lance Menuey (27:53):
Yeah. Ultimately, at the end of the day, we're monitoring engagement across all those digital channels. Right. And as we're running the campaigns across those digital channels, as you can see here, we want to see an increase in engagement. We want to see a compounding effect and increase across those digital channels.
Lance Menuey (28:14):
And consistent engagement across all of these digital channels gives you an indication of where those buyers potentially are within that buyer's journey. Right. And then from there, you can go into the account level detail and understand the content, the locations number of users. And really use that information to better understand when that account is potentially at that point where they're showing in market intent and really ready to have that conversation with sales reps.
Tav Tepfer (28:50):
Great. Okay. I know we're getting close here on time, so I do want to open it up to questions. I will sit us here on the conclusion slide. But if you have any questions, please put them in our chat now.
Tav Tepfer (29:13):
Okay. One question is, how do you really coordinate the channels... How do you start with an account-based channel? But that doesn't make sense. I think the question is around how do we really get the accounts set up through channels? You want me to take that, Lance? Or do you want to try it?
Lance Menuey (29:38):
Yeah, no go ahead and take that one.
Tav Tepfer (29:39):
Okay. Yeah. I mean, the way that we do it here at Jabmo is we really start with your key accounts. We think about which accounts really matter most to you. And we assess where they are in the journey by how they're interacting with your pages. We put that journey in your website, basically. We look at how you're intending for them to move through that website and see where they are.
Tav Tepfer (30:10):
If they're not coming there. I mean, you'd be amazed how many times we find that those accounts that really matter to you most are not coming to your pages for your division. And we have to go get them with IP advertising to bring them to your website. The first is an assessment. Then we set up an IP advertising campaign, a display campaign. Get them and bring them to your website.
Tav Tepfer (30:39):
And then as we move through the different ad channels through the stages, we make those account-based as well. We don't use their UI, their audience builder the way that they have it set up. We actually apply an account-based approach using first party cookies and our IP advertising to monitor those and be able to target just those accounts that matter to you. Okay. Somebody asked if we'll be sending out the recording. Yes, we absolutely will.
Tav Tepfer (31:16):
Are you seeing one channel more successful than others? And how does that work? Or in combos? Does a combination work? Yeah, I guess the answer is yes. So combinations definitely work. We do see again, if you don't get them and bring them to your site, then you really can't do any retargeting with them. If you think about first party cookie advertising, you can't do a lot with that if you don't bring them there in the first place.
Tav Tepfer (31:53):
We definitely see... Facebook is a really interesting channel for B2B right now. It's newly added that you can target accounts on Facebook and Instagram. We find that to be an interesting channel because not a lot of B2B companies are going there, especially manufacturers and life sciences companies. We're getting a lot of success there. But it really is the combination of knowing when to use those or what outcome you're trying to achieve across that buyer's journey, opposed to just randomly trying to market at once. It's really a coordination, I would say.
Tav Tepfer (32:37):
Okay. Let's see. How different is Jabmo from Bombora? Bombora is really third-party cookie advertising. It's a different approach. As Lance mentioned, later in the cycle, when you get third party data. That's something they do. They do third-party intent. And then they use third party cookies to target.
Tav Tepfer (33:05):
Third party cookies are going away in 2022. We thought it was actually going to be sooner, but it is going away here relatively soon. You really need a strategy to use IP advertising and then first party cookies. And then, we do think third-party intent data is as interesting as it gets to the decision making stage. Because you can see when they're looking at your competitors, different words they might be using there that you want. But quite honestly, we use those words in the ads all along the way, so that we optimize your search engine and your website and your landing page and all those things.
Tav Tepfer (33:46):
It's all in coordination there, but I would say the biggest difference is around third-party data versus IP advertising and first party data to coordinate. And then of course, for Bombora, you have to do it all on your own as well. They're not helping you deliver ads and look at data to make sense of it. You definitely have to do all of that on your own.
Tav Tepfer (34:11):
Okay, great. I know that we've gone over, so I apologize for that. If you have additional questions, you can feel free to send them to us and we'll be happy to answer them. We'll also be reaching out with you to see if you want to continue the conversation around your business in particular, and omni-channel account- based marketing.
Tav Tepfer (34:32):
And thank you for joining us. We'll have another series soon for our webinar track. So look out for that as well. And have a good rest of your week. Thanks, Lance. Thanks for the conversation.
Lance Menuey (34:44):
Tav Tepfer (34:44):
It was a good one.
Lance Menuey (34:46):
Yeah. Thanks, everyone. Have a great day.
Tav Tepfer (34:49):
All right. Bye.
Provide an account-based experience across all channels
Deliver the right message at every stage of your buyer's journey
Alert sales reps when a key account is getting ready to buy
Tav has worked with many of the world’s top 100 manufacturing and life science companies in building successful account-based marketing strategies.
This 30-minute live presentation is part of a webinar series aimed at helping businesses like yours understand how account-based marketing (ABM) can reach, engage, and grow revenue in key accounts. Tav and Lance will share case studies, best practices, provide tips, and take any questions during the webinar.