Effective account-based plays and programs

[Darrell_Alfons2]

Would love to hear some examples of multi-step, multi-channel ABM plays and programs that have been working well for you.

How are you mixing in emails with phone calls? And how are you accomplishing that with Marketo?

Joe Reitz​ Tara Slover​ Prash Shenoy​

[Janet_Dulsky]

Darrell, if you haven't seen it already, you may want to check out the recording of the Summit session Charm Bianchini, Sr. Director, Marketing at Marketo did on ABM, Secret Sauce: 8 Tips For Account-Based Marketing. In the recording, you'll learn how Marketo does ABM and tips and tricks for a successful ABM program. Let me know what you think.

[Darrell_Alfons2]

Janet Dulsky​ I missed this one! Glad it's recorded.

[Anonymous]

Hi Darrell, a good example of a multi-channel, multi-step ABM program that we are running incorporates the following for accounts where our Sales team has not been successful in connecting with a decision maker in a Target Account:

• Set up a trigger in Marketo for: leads/contacts in target accounts with a title of VP and above (in our case, in the Marketing department) that reach a certain behavior threshold
• behavior score change triggers an email informing the person that a package is being sent to them and asks them to verify their address (using tokens)
  • if they need to modify their address, they go to a landing page we built and can update it there
• through a launchpoint partner, once the address is validated, we send a customized package to the recipient (the package also contains a customized letter from the rep using tokens)
  • this also triggers an alert to the Sales rep that a package has been delivered
• the rep then calls to further qualify/coordinate a follow-up meeting
• after the meeting is conducted, the rep changes a status is our CRM which syncs with Marketo and triggers a follow up package to the prospect- a thank you for meeting package (with a customized letter based on tokens)
• the rep receives an alert that the follow-up packaged was delivered
• All the pieces/steps- email, landing page, letter, packaging have the same creative look & feel

Hope this helps to inspire more multi-channel programs!

[Darrell_Alfons2]

Love this Joe, very thoughtful and personalized.

Triggering alerts to sales people from the direct mail is really clever.

I'm curious about the first email and the copy writing/ CTA - do you say something like "you've been selected to receive a package from us" , something like that?

I suppose if the direct mail piece is a printed report or guide the copy would be straightforward...but for gifts, I'm wondering how to pull that off without it seeming cheesy. Just thinking out loud.

[Anonymous]

For the copy on the first email, we say something to the effect of "we've got a package with your name on it" and then provide a brief sentence with a few adjectives that end up tying everything together.Since the mailer does contain a gift, we are trying to be a bit clever (but not too clever!) with our wording to match watch the offering is.

One step I forgot to mention is that if the rep is unable to get a hold of the prospect after the first package is delivered, we trigger a follow-up email after a few days.

[Darrell_Alfons2]

ah gotcha. And then for that follow up email - I suppose you could have the seller mark a field or add to campaign called unresponsive or something which would trigger the email.

Good program!

[Anonymous]

Joe, this is great. I am getting ramped back up on Marketo and always looking for create, effective multi-channel ABM plays. Pertaining to the recipient confirming their physical address, does the package get shipped from a confirmation click on the landing page even if the physical address is correct in Marketo. How is that part best executed to ensure high physical 'mail deliverability'? Thanks again for sharing.

[Anonymous]

Hi Arvin,

If we have the correct address in Marketo, we will simply wait 3 days before shipping (wait step). In other words, we will give them 3 days to update/confirm their address (from the confirmation email), if they don't do it within the time period it will still ship if we have a correct address on file. We have been running this program since Oct of last year and deliverability is near 100%.

[Anonymous]

Thank you Joe. This is very helpful. Yes, having a holding period to provide time for the recipient to update/confirm their address also confirms their interest 🙂