WEBVTT

NOTE
This file was generated by Descript 

00:00:19.661 --> 00:00:24.311
Most B2B SAS companies start at some
point to think about how they can

00:00:24.311 --> 00:00:29.171
implement account-based marketing or ABM
as I'll use for the rest of the episode.

00:00:30.431 --> 00:00:33.851
Unfortunately, it's not always
that straightforward and they often

00:00:33.851 --> 00:00:36.971
run into mistakes and problems.

00:00:37.424 --> 00:00:41.234
And this episode, you'll get a
seven step account-based marketing

00:00:41.234 --> 00:00:46.124
strategy for B2B SAS, including how
to segment your target account lists

00:00:46.124 --> 00:00:47.894
based on your customer personas.

00:00:48.404 --> 00:00:52.184
How to break a list down into quartiles
based on the value of prospects so that

00:00:52.184 --> 00:00:55.994
you can allocate more budget to high
value accounts than low value accounts.

00:00:56.689 --> 00:01:00.589
And this strategy is based on what we
have seen our top B2B, SAS, clients,

00:01:00.619 --> 00:01:03.199
and other leading B2B SAS companies do.

00:01:03.643 --> 00:01:06.463
To further increase the
performance of your ABM campaigns.

00:01:07.243 --> 00:01:11.143
We'll kick things off with 10 common
mistakes to avoid making that we

00:01:11.143 --> 00:01:13.513
think limit a lot of ABM programs.

00:01:14.483 --> 00:01:15.383
Marc: I'm Marc Thomas.

00:01:15.593 --> 00:01:17.573
I'm the head of growth
at powered by search.

00:01:17.753 --> 00:01:20.753
And today I'm going to talk you through
some of the best knowledge that we

00:01:20.753 --> 00:01:23.123
have on building B2B SaaS businesses.

00:01:23.693 --> 00:01:26.663
Now, if any of this is interesting
to you and you want to read more,

00:01:26.903 --> 00:01:28.373
you should go to our website.

00:01:28.703 --> 00:01:31.883
It's poweredbysearch.com
and check us out there.

00:01:38.345 --> 00:01:42.425
Let's start by taking a look at 10
account-based marketing mistakes,

00:01:42.425 --> 00:01:44.255
B to B SAS companies should avoid.

00:01:45.455 --> 00:01:46.115
Number one.

00:01:47.075 --> 00:01:50.915
Not allocating more budget to
accounts with higher potential value.

00:01:52.055 --> 00:01:54.965
Now, let's say you're a SAS company
doing account based marketing.

00:01:55.775 --> 00:01:59.675
If you think account a on your target
account lists could be worth $50,000.

00:01:59.675 --> 00:02:00.245
ARR.

00:02:00.815 --> 00:02:03.485
And account B would be worth $15,000.

00:02:03.575 --> 00:02:04.175
ARR.

00:02:05.015 --> 00:02:09.545
You should be willing to spend more
to acquire account a I can't be right.

00:02:10.595 --> 00:02:10.895
Now.

00:02:11.285 --> 00:02:13.205
While this logic is easy to understand.

00:02:13.265 --> 00:02:17.855
Occasionally we see this fail to translate
into practice for SAS companies doing ABM.

00:02:18.545 --> 00:02:22.385
What happens is once a target
acquisition cost is determined.

00:02:22.505 --> 00:02:25.745
That's target CAC or the amount
you're willing to pay ultimately to

00:02:25.745 --> 00:02:28.265
spend, to acquire a new customer.

00:02:29.015 --> 00:02:34.025
It's applied across the board to all
campaigns, but in doing so, you miss an

00:02:34.025 --> 00:02:38.585
opportunity to allocate more budget to
accounts with a higher potential value.

00:02:39.365 --> 00:02:43.085
This is one of the biggest mistakes
that we see limits the results for SAS

00:02:43.085 --> 00:02:45.305
companies, struggling to make ABM work.

00:02:45.852 --> 00:02:46.512
Number two.

00:02:47.022 --> 00:02:51.132
Thinking Lynn, investing in an ABM
platform alone will make it all work.

00:02:52.722 --> 00:02:56.892
Popular ABM platforms like
Terminus role works or Demandbase

00:02:56.922 --> 00:02:58.062
definitely worked fine.

00:02:58.992 --> 00:03:01.932
But investing in these
platforms alone, isn't enough.

00:03:02.832 --> 00:03:06.012
And if you don't give the platform,
the right inputs, your marketing

00:03:06.012 --> 00:03:07.722
efforts, aren't likely to improve.

00:03:08.538 --> 00:03:10.608
Investing in one of these
platforms make sense.

00:03:11.088 --> 00:03:14.028
Only when you have a
well-developed ABM strategy.

00:03:14.589 --> 00:03:18.009
The platforms alone, won't make
your account-based marketing work.

00:03:18.767 --> 00:03:21.827
Our ABM strategy, which I'll talk
about later in the episode, we'll show

00:03:21.827 --> 00:03:26.267
you how to get good ROI from the ABM
platform that you actually invest in.

00:03:27.073 --> 00:03:27.793
Uh, number three.

00:03:28.393 --> 00:03:32.683
Purchasing ads through AdRoll or perfect
audience instead of directly on the

00:03:32.683 --> 00:03:34.393
platforms where you're advertising.

00:03:34.659 --> 00:03:38.619
when you run ABM campaigns
through a platform like ad roll or

00:03:38.619 --> 00:03:42.009
perfect audience, they're buying
ads for you and marking them up.

00:03:42.669 --> 00:03:45.909
These platforms don't show you what
you could have actually spent on an ad.

00:03:45.969 --> 00:03:48.429
Had you bought it directly
from the channel itself.

00:03:49.059 --> 00:03:53.349
For example, you'll see a CPC of
$5 40 on your account from ad roll.

00:03:53.349 --> 00:03:55.659
Without being able to see that
they bought those clicks from

00:03:55.659 --> 00:03:57.969
LinkedIn for $5 per click.

00:03:58.163 --> 00:04:00.293
But without transparency on those metrics.

00:04:00.496 --> 00:04:03.916
It's impossible for decision makers
to monitor and understand the actual

00:04:03.916 --> 00:04:05.776
value in that service over time.

00:04:06.146 --> 00:04:07.736
If you want to see a higher ROI.

00:04:08.006 --> 00:04:11.726
We recommend bypassing these services
to avoid that markup and running

00:04:11.726 --> 00:04:15.536
your marketing campaigns directly
through the native ad platforms.

00:04:15.819 --> 00:04:16.569
Number four.

00:04:17.019 --> 00:04:18.729
Poor journey off a fit.

00:04:19.016 --> 00:04:22.736
Going straight for the sale with
cold prospects offering a demo or

00:04:22.766 --> 00:04:26.786
trial right off the bat is like
proposing marriage on a first date.

00:04:26.906 --> 00:04:28.166
It's a big turn off.

00:04:28.666 --> 00:04:30.586
This is a symptom of short term thinking.

00:04:31.036 --> 00:04:34.246
Overlooking where in the customer
journey, your target audiences

00:04:34.276 --> 00:04:37.936
are leads to poor click through
rates and higher cost per click.

00:04:38.896 --> 00:04:41.326
Platforms we'll end up delivering
your ads to less of your

00:04:41.326 --> 00:04:42.766
audience due to these metrics.

00:04:43.006 --> 00:04:45.766
And you'll be left, wasting
money on underperforming ads.

00:04:46.786 --> 00:04:51.226
Number five, putting your list together
without enhancing and further refining it.

00:04:51.635 --> 00:04:54.695
Another mistake that we see B
to B marketers make is creating

00:04:54.695 --> 00:04:57.665
their initial target account
list without refining it further.

00:04:58.565 --> 00:05:01.055
Creating your initial list
is just the beginning of the

00:05:01.055 --> 00:05:02.765
process to develop it right.

00:05:02.795 --> 00:05:07.115
But an effective ABM approach
requires further list enrichment.

00:05:07.805 --> 00:05:09.035
You want to ask the question?

00:05:09.065 --> 00:05:11.705
What are some other things that we
can add to this list that will help

00:05:11.705 --> 00:05:13.745
us better target these accounts?

00:05:13.745 --> 00:05:17.660
Uh, those characteristics are sometimes
referred to as firmographic data.

00:05:17.945 --> 00:05:20.975
Uh, firmographic data includes
basic information like company

00:05:20.975 --> 00:05:22.325
size and annual revenue.

00:05:22.595 --> 00:05:25.145
But for SAS companies, we
find technographic data

00:05:25.145 --> 00:05:26.585
to be particularly useful.

00:05:26.846 --> 00:05:28.346
We'll try to answer the question.

00:05:28.646 --> 00:05:31.346
What are the various types
of technologies that using.

00:05:32.666 --> 00:05:33.776
There are two helpful things.

00:05:33.776 --> 00:05:34.976
You can keep an eye out for.

00:05:35.876 --> 00:05:39.806
First is companies using the same
tack as your existing customers and

00:05:39.806 --> 00:05:41.786
tack that's complimentary to your SAS.

00:05:42.386 --> 00:05:46.616
And also companies who use tack that is
at a comparable price point to your own.

00:05:47.246 --> 00:05:50.876
Uh, signal that they make significant
investments in services like yours.

00:05:51.262 --> 00:05:53.932
Both of these can indicate the
right accounts from your list

00:05:53.962 --> 00:05:55.612
to prioritize in your targeting.

00:05:56.194 --> 00:05:58.834
Number six, not doing proper data hygiene.

00:06:00.034 --> 00:06:02.494
Effective ABM requires good data hygiene.

00:06:02.764 --> 00:06:04.594
To successfully target accounts.

00:06:05.404 --> 00:06:08.824
Missing data, it can lead to
missed targeting opportunities.

00:06:09.694 --> 00:06:11.764
To drive home the
importance of data hygiene.

00:06:12.004 --> 00:06:13.204
Consider this scenario.

00:06:13.894 --> 00:06:17.134
You've got a list of 500 company
names and each company has

00:06:17.134 --> 00:06:18.664
10 people you want to target.

00:06:19.264 --> 00:06:21.484
So you have 5,000 people in an Excel file.

00:06:22.091 --> 00:06:23.921
If you don't get your data hygiene, right.

00:06:24.384 --> 00:06:26.664
You might think that you're
targeting 5,000 people.

00:06:26.994 --> 00:06:29.004
When, in fact many of them aren't mushed.

00:06:29.004 --> 00:06:32.274
When you finally upload your
list, there might be a hundred

00:06:32.274 --> 00:06:33.624
valuable names on your list.

00:06:33.654 --> 00:06:37.254
There simply aren't much because of
typos or formatting errors leading

00:06:37.254 --> 00:06:38.814
you to miss out on targeting them.

00:06:39.048 --> 00:06:43.758
Number seven, not setting up your
campaigns on an account by account basis.

00:06:44.090 --> 00:06:47.510
Account-based marketing consists
of marketing sales and performance

00:06:47.510 --> 00:06:49.880
tracking across each individual account.

00:06:50.156 --> 00:06:55.876
Yeah, we still see sometimes B2B companies
segment, there are countless based on the

00:06:55.876 --> 00:06:58.426
shared characteristics of their accounts.

00:06:58.906 --> 00:07:02.116
For example, they might create
a campaign for us enterprise

00:07:02.146 --> 00:07:06.036
technology companies, because that's
what their target companies are.

00:07:06.318 --> 00:07:09.858
Then they run that ABM campaigns
toward that group rather

00:07:09.858 --> 00:07:11.268
than each individual account.

00:07:11.898 --> 00:07:15.258
But this misconception defeats the
purpose of an account-based approach.

00:07:15.738 --> 00:07:19.698
You'll get performance data on enterprise
technology companies, but not data

00:07:19.698 --> 00:07:24.048
specific to the individual accounts you're
targeting across each individual account.

00:07:24.371 --> 00:07:28.451
Using sponsored InMail without
warming up prospects is number eight.

00:07:29.002 --> 00:07:30.862
This mistake is similar to mistake.

00:07:30.862 --> 00:07:33.352
Number three of having
put journey off of fit.

00:07:34.222 --> 00:07:37.192
If you're sending sponsored
InMail to prospects without any

00:07:37.192 --> 00:07:40.252
pre-targeting communication,
you're going to turn prospects off.

00:07:41.302 --> 00:07:41.812
Instead.

00:07:42.112 --> 00:07:46.522
You should send out ads a month ahead of
time to reach these people before you ever

00:07:46.522 --> 00:07:48.412
reach out to them through their inbox.

00:07:48.882 --> 00:07:52.662
Our stance is that sponsored InMail is
one of those marketing tactics that should

00:07:52.662 --> 00:07:54.882
be reserved for retargeting campaigns.

00:07:54.912 --> 00:07:56.892
Definitely not first touch.

00:07:57.515 --> 00:08:01.745
To learn more about B2B marketing,
best practices for LinkedIn, you

00:08:01.745 --> 00:08:05.345
can check out the article on our
website, LinkedIn ads for SAS.

00:08:05.525 --> 00:08:06.635
It's definitely worth a read.

00:08:07.100 --> 00:08:10.520
Number nine, not remarketing
on every possible channel.

00:08:11.155 --> 00:08:13.885
Multi-channel marketing, that's
marketing to prospects through

00:08:13.885 --> 00:08:14.905
many different channels.

00:08:15.145 --> 00:08:16.795
Is the status quo today.

00:08:17.065 --> 00:08:17.905
Everyone expects it.

00:08:18.925 --> 00:08:22.825
However on the channel marketing,
which places users at the center of the

00:08:22.825 --> 00:08:25.975
marketing experience by connecting the
different channels where they interact

00:08:25.975 --> 00:08:28.495
with you is still under utilized.

00:08:29.213 --> 00:08:33.413
One easy way to implement on the channel
marketing is in your remarketing efforts.

00:08:34.163 --> 00:08:36.533
But many SAS companies fail to use this.

00:08:37.032 --> 00:08:40.752
Not creating omni-channel remarketing
campaigns for people who've engaged

00:08:40.752 --> 00:08:44.652
with your ads is a missed opportunity
to reach leads in different places.

00:08:44.652 --> 00:08:46.632
They spend time online.

00:08:47.738 --> 00:08:50.948
While ABM prospects will usually
enter your funnel through LinkedIn.

00:08:51.518 --> 00:08:55.268
You should be retargeting them through
Google and Facebook to further increase

00:08:55.268 --> 00:08:56.678
their awareness of your solution.

00:08:57.188 --> 00:08:58.418
That's just an example, by the way.

00:08:58.838 --> 00:09:00.038
Your channels will be different.

00:09:00.602 --> 00:09:04.742
In addition, when you get a click through
Google or Facebook, it's likely going to

00:09:04.742 --> 00:09:06.602
cost less than getting it on LinkedIn.

00:09:07.118 --> 00:09:11.588
And we recommend implementing omni-channel
campaigns to help you make your ABM

00:09:11.618 --> 00:09:13.748
more successful and cost effective.

00:09:14.102 --> 00:09:15.152
The final mistake.

00:09:15.512 --> 00:09:19.142
Is bidding on CPC based on
what LinkedIn recommends.

00:09:19.526 --> 00:09:22.736
Marketing teams that follow LinkedIn
suggestion about what to bid for

00:09:22.736 --> 00:09:26.336
campaigns often fall victim to
overestimations of what that beds

00:09:26.366 --> 00:09:30.176
actually need to be and end up paying
more to the platform than necessary.

00:09:30.679 --> 00:09:34.519
We recommend starting your bids
at 50% of the recommended, right?

00:09:34.549 --> 00:09:39.169
Uh, to see how things perform first and
then increasing them from there as needed.

00:09:40.249 --> 00:09:43.459
We can often attain click-through
rates of 1% upwards.

00:09:43.939 --> 00:09:49.549
Well beyond LinkedIn standard for a good
ad of 0.1, 2.7, click through right.

00:09:49.909 --> 00:09:52.849
With a CPC, that's a fraction
of what they suggest.

00:09:53.394 --> 00:09:57.474
Remember, these platforms are designed
to get rich, not to make you rich.

00:09:57.744 --> 00:10:01.494
So do your own testing to see
what bed rates perform best.

00:10:02.137 --> 00:10:05.767
Now that we've covered the common ABM
mistakes that we see all the time.

00:10:06.277 --> 00:10:08.077
Let's dive into our process for ABM.

00:10:09.032 --> 00:10:13.922
As we covered in our article on SAS
buyer personas available on our blog.

00:10:14.162 --> 00:10:17.732
We typically develop personas
for three key stakeholders.

00:10:18.392 --> 00:10:19.352
The daily user.

00:10:19.892 --> 00:10:22.082
The manager and the check sign up.

00:10:23.852 --> 00:10:27.872
When we onboard clients, we'll workshop
with them to lay out basic demographics

00:10:27.872 --> 00:10:32.132
for each persona, as well as their fears,
frustrations wants and aspirations.

00:10:32.912 --> 00:10:36.152
Then we'll create persona profiles
based on what was brainstormed.

00:10:36.812 --> 00:10:39.692
This is the first step because it
sets the stage for you to reach

00:10:39.692 --> 00:10:43.082
the right people at your target
accounts, with the right messaging.

00:10:45.662 --> 00:10:50.012
Number two, build your target account
lists and ensure that your data is clean.

00:10:50.012 --> 00:10:50.042
Uh,

00:10:51.782 --> 00:10:54.662
in order to build your target account
lists first, you have to get the

00:10:54.662 --> 00:10:57.512
basic information of individuals
who work at the companies you're

00:10:57.512 --> 00:10:59.432
seeking to acquire as customers.

00:11:00.152 --> 00:11:03.932
Common ways to get this data include
purchasing it from a data provider

00:11:03.932 --> 00:11:08.522
like lead feeder, Crunchbase
angel list data lace, or ZoomInfo.

00:11:08.922 --> 00:11:12.342
Compiling it through attending trade
shows, conferences and other events.

00:11:12.852 --> 00:11:16.482
Doing research with LinkedIn sales
navigator, target account websites

00:11:16.482 --> 00:11:18.312
or other online directories.

00:11:18.721 --> 00:11:21.661
Now the basic information you
need to get started also known as

00:11:21.661 --> 00:11:25.321
anchors, a first name, last name,
email address, and company name.

00:11:25.540 --> 00:11:25.900
And the note.

00:11:25.930 --> 00:11:26.170
Yeah.

00:11:26.620 --> 00:11:30.430
In addition to those basic data points,
you can also add in your technographic

00:11:30.430 --> 00:11:34.450
data or any other relevant data that
you've decided to use to enrich your list.

00:11:34.450 --> 00:11:36.940
For example, MRR, ARR, that kind of thing.

00:11:37.328 --> 00:11:40.508
And once you have this raw data for
your target accounts, you want to be

00:11:40.538 --> 00:11:44.318
sure to check your list thoroughly
for typos and formatting errors.

00:11:44.948 --> 00:11:46.778
If you really want to
do your due diligence.

00:11:47.408 --> 00:11:51.278
Check for bounced emails through
a service like NeverBounce.

00:11:51.751 --> 00:11:52.411
Step three.

00:11:52.951 --> 00:11:56.731
Segment your targeted account lists
based on your customer personas.

00:11:57.030 --> 00:11:58.230
One account at a time.

00:11:58.500 --> 00:12:02.130
You'll take your list at separate
individuals into three categories,

00:12:02.160 --> 00:12:03.900
one for each customer persona.

00:12:04.061 --> 00:12:07.390
For example, if you sell a
SAS to marketers, You might

00:12:07.390 --> 00:12:08.830
separate your list as follows.

00:12:09.079 --> 00:12:12.769
People with job titles like
CMO or VP of marketing, go in

00:12:12.769 --> 00:12:13.939
your check, sign a segment.

00:12:14.158 --> 00:12:17.938
People with job titles like
demand gen manager or SCM manager

00:12:17.998 --> 00:12:19.498
go into your manager segment.

00:12:19.815 --> 00:12:23.565
And people with job titles like
SEO, strategist, or content writer.

00:12:23.807 --> 00:12:25.697
Go in your daily user segment.

00:12:25.845 --> 00:12:29.265
By segmenting your list in this
way, you can add personalization

00:12:29.295 --> 00:12:30.585
to the messages you deliver.

00:12:30.885 --> 00:12:33.705
And create separate campaigns
for these different stakeholders

00:12:33.705 --> 00:12:35.175
within a target company.

00:12:35.387 --> 00:12:38.987
In the accompany in blog posts to
this episode, there is a graphic

00:12:39.017 --> 00:12:40.427
that I'm going to refer to here.

00:12:41.087 --> 00:12:44.597
That shows how you might personalize
messaging for your different personas.

00:12:45.257 --> 00:12:49.127
For example, the daily user might need
workflow, ease and speed messages.

00:12:49.637 --> 00:12:52.547
The manager might need
target attainment messages.

00:12:52.997 --> 00:12:56.117
And the check signup might
need ROI focused messages.

00:12:56.552 --> 00:12:57.242
Number four.

00:12:57.482 --> 00:13:00.722
News and account-based
structure for your ad campaigns.

00:13:00.967 --> 00:13:04.717
Once you have your cleaned segmented
lists for all of your target accounts.

00:13:05.107 --> 00:13:08.827
The next step is to set up your
prospecting campaigns for each account.

00:13:09.015 --> 00:13:12.945
Now you want to set them up with an
account-based structure that divides the

00:13:12.945 --> 00:13:18.675
target account campaign set into subsets
of segmented stakeholder campaigns.

00:13:19.027 --> 00:13:19.357
Whew.

00:13:19.747 --> 00:13:20.827
I won was a mouthful.

00:13:22.515 --> 00:13:26.085
For example, and I'm again, referring
to an image that is actually

00:13:26.085 --> 00:13:27.465
on the accompanying blog post.

00:13:27.545 --> 00:13:28.955
The link is in the show notes.

00:13:29.705 --> 00:13:31.985
Account-based marketing
campaign structure.

00:13:32.391 --> 00:13:34.101
So we've got a daily user segment.

00:13:34.311 --> 00:13:39.051
We've got a manager segment and we've got
a check sign, a segment, all campaigns

00:13:39.201 --> 00:13:41.871
below a target account campaign set.

00:13:42.256 --> 00:13:46.726
Each account will have a set of several
campaigns running, serving different ads

00:13:46.726 --> 00:13:50.056
and messaging to the various customer
personas that you've identified.

00:13:50.388 --> 00:13:54.468
And a note at this stage, we've
created our lead magnet landing

00:13:54.468 --> 00:13:58.818
page flow that users will follow
from ad click through to conversion.

00:13:59.189 --> 00:14:02.399
We have a great article on this
that I refer to all the time.

00:14:02.632 --> 00:14:07.702
It's covered in our blog called mapping
SAS landing pages to your sales funnel.

00:14:07.762 --> 00:14:11.842
And there's also an episode of this
podcast on the same topic from a couple

00:14:11.842 --> 00:14:13.282
of episodes back, check that out.

00:14:13.578 --> 00:14:17.148
Step five, separate your target
accounts into core tiles based

00:14:17.148 --> 00:14:20.808
on that revenue potential and
set your budgets accordingly.

00:14:20.972 --> 00:14:26.312
Now this isn't a perfect science, but it's
an effort to factor the potential value of

00:14:26.312 --> 00:14:28.262
individual accounts into your budgeting.

00:14:28.438 --> 00:14:30.478
Let's say you have 400
companies on your list.

00:14:30.838 --> 00:14:34.408
You'd go through the 400 companies
and segment them into four quarters.

00:14:34.468 --> 00:14:34.858
Al's.

00:14:35.548 --> 00:14:38.668
Now in the first quarter, you put
the top a hundred companies that you

00:14:38.668 --> 00:14:40.228
think would bring in the most revenue.

00:14:40.468 --> 00:14:42.508
If you acquire them as customers.

00:14:42.902 --> 00:14:44.012
And the second core tile.

00:14:44.282 --> 00:14:46.922
You'd put the next a
hundred companies and so on.

00:14:47.209 --> 00:14:50.539
With this additional layer of
segmentation, you can increase

00:14:50.539 --> 00:14:54.949
your target CAC for higher value
prospects, which allows you to deliver

00:14:54.979 --> 00:14:56.959
more unique ads to key accounts.

00:14:57.409 --> 00:15:00.889
Pay more for that clicks commensurate
with that clicks being worth more.

00:15:01.148 --> 00:15:04.148
And dedicate more remarketing
budget to those accounts to.

00:15:04.442 --> 00:15:08.642
This can all increase the quality
of your lead generation and the

00:15:08.642 --> 00:15:12.362
likelihood of better conversion rates
with your most prized prospects.

00:15:12.662 --> 00:15:13.682
With all of this in place.

00:15:13.952 --> 00:15:15.632
You're set to launch your campaigns.

00:15:16.020 --> 00:15:16.800
Step six.

00:15:17.009 --> 00:15:20.759
Launch reach based campaigns
followed by engagement campaigns.

00:15:21.001 --> 00:15:24.631
We always start with launching
reach campaigns first.

00:15:24.922 --> 00:15:28.162
For these, we might kick things off
with running video ads or ads that

00:15:28.162 --> 00:15:30.532
offer ungated content like a blog post.

00:15:30.778 --> 00:15:34.528
The purpose of reach campaigns is to
create general awareness of your brand

00:15:34.528 --> 00:15:36.418
and service among your target accounts.

00:15:36.670 --> 00:15:39.280
And once you've done this and
they're becoming familiar with you.

00:15:39.700 --> 00:15:42.550
You can move into the next phase
of running engagement campaigns.

00:15:42.866 --> 00:15:46.016
Engagement campaigns, where we
begin offering lead magnets, like

00:15:46.016 --> 00:15:48.476
downloadable resources or webinars.

00:15:48.956 --> 00:15:53.156
Yeah, we start using the landing page flow
and we mentioned above in the episode.

00:15:53.756 --> 00:15:57.356
And the purpose of these is to turn
anonymous prospects into a name

00:15:57.476 --> 00:15:59.006
and a lead on your prospect list.

00:15:59.643 --> 00:16:03.333
Step seven remarket with lead
magnet campaigns followed by

00:16:03.333 --> 00:16:05.283
conversion campaigns for lead magnet.

00:16:05.283 --> 00:16:06.003
Download us.

00:16:06.723 --> 00:16:09.363
Uh, remarketing company
to set up to begin firing.

00:16:09.363 --> 00:16:13.233
As soon as we collected pixel data
from prospects who engage with our ads.

00:16:13.713 --> 00:16:17.733
These engagements might mean they
watched a video or write a blog post.

00:16:18.183 --> 00:16:21.453
Visited other webpages, like
a product or pricing page.

00:16:21.993 --> 00:16:24.933
Downloaded a lead magnet resource
or signed up for a webinar.

00:16:26.343 --> 00:16:30.543
The first stage of remarketing ads, our
lead magnet ads, but once someone has

00:16:30.543 --> 00:16:34.773
downloaded a lead magnet ad, that's when
you can beat again, delivering conversion

00:16:34.773 --> 00:16:37.263
focused ads with trial and demo office.

00:16:37.893 --> 00:16:41.883
Now the key to remarketing is to do it
Omni channel, as we mentioned earlier.

00:16:42.303 --> 00:16:45.843
And to meet prospects in the different
places that they spent time online.

00:16:46.353 --> 00:16:49.383
So while you'll be seeking to
get the first click on LinkedIn.

00:16:49.713 --> 00:16:51.363
That's the origin point of discovery.

00:16:52.023 --> 00:16:54.663
You want to remarket to them
on Facebook and Google as well?

00:16:55.816 --> 00:16:59.206
Omni-channel remarketing helps to
speed up your sales cycle and has

00:16:59.206 --> 00:17:02.506
the added benefit of getting clicks
at a lower cost than LinkedIn.

00:17:03.556 --> 00:17:06.706
Throughout this process will
closely monitor our campaigns and

00:17:06.706 --> 00:17:10.756
tweak messaging and budgeting when
necessary to optimize performance.

00:17:11.863 --> 00:17:13.573
So let's pull this all together.

00:17:14.872 --> 00:17:19.282
Signing up with services like Terminus
or Bizible or ad roll or perfect

00:17:19.282 --> 00:17:20.752
audience, they come and they go.

00:17:21.412 --> 00:17:23.092
Uh, only half the battle.

00:17:23.092 --> 00:17:26.452
If you want to execute on
account-based marketing for SAS.

00:17:26.752 --> 00:17:29.032
Now, if you've been using these
services or others, and you're

00:17:29.032 --> 00:17:32.272
still finding it challenging to
get results from your ABM program.

00:17:32.722 --> 00:17:36.592
I hope the strategies on the mistakes
that we've pointed out in this episode.

00:17:36.982 --> 00:17:41.092
We'll help you to refine your
approach to optimizing your campaigns.

00:17:42.352 --> 00:17:43.402
I'll see you next time.

00:17:48.483 --> 00:17:50.973
Marc: now, if you enjoyed that
today and you want to do something

00:17:50.973 --> 00:17:54.123
about your B2B SaaS marketing,
you should get in touch with us.

00:17:54.723 --> 00:17:58.473
You can do that by going to
poweredbysearch.com and checking

00:17:58.473 --> 00:17:59.883
out our assessment page.

00:18:00.783 --> 00:18:04.053
Or you can browse the case studies
and blogs that we have on the site.

00:18:04.983 --> 00:18:08.163
Now if you're not ready to do
that, definitely say hi anyway,

00:18:08.673 --> 00:18:09.963
you can ping me on Twitter.

00:18:10.353 --> 00:18:13.413
I'm @iammarcthomas that's Marc with a C.

00:18:14.223 --> 00:18:17.973
Or you can ping our founder and CEO,
@devbasu and connect with us there.

00:18:19.053 --> 00:18:21.783
Looking forward to seeing you
again for another episode.