Account Based Marketing in Pardot
According to SiriusDecisions, over 90% of marketers recognize the value of Account Based Marketing, with 60% planning to invest in the practice over the next 12 months. First thought of as an enterprise-only process, this new method of targeting key accounts is gaining popularity as supporting technologies pop up to aid in the process. Yet, many marketers don’t have the support they need to report back on the success of their own account based marketing initiatives. Read on to learn 3 ways that Multi-Touch Attribution analysis can support and improve Account Based Marketing in Pardot efforts:
1. See the Entire Account
With the power of marketing automation software tied to CRM, everything from lead nurturing campaigns to dynamic content can be powered at the account level. Even still, most marketing analysis done in the CRM is tied down by which contacts are associated to ABM campaigns or the master opportunity. With MTA Analysis, marketers gain the freedom to analyze the success of marketing tactics across the entire account. So long as Account Based Marketing efforts are being tagged to contacts at the point of interaction, these touch points will be visible in the marketing touch data stack. Make sure you choose an MTA partner that allows you to drill into opportunities by geography or sales rep for ease of reporting. With AttributeApp, simply select to see “all contacts” associated with the account of that opportunity. This is a simple, purpose-built way to envision the influencing tactics across an entire account. No need to pressure sales to add each and every contact to the opportunity in the CRM. The best part? Take it to the next level by determining how to distribute influence across all of the contacts with different proven MTA models such as u-shaped attribution, time decay models, and more.
Bonus Tip: with AttributeApp, the marketing touch data stack feeds straight from Pardot or your marketing automation vendor via API. For the best view of how your ABM steps pay off, use naming specific to the account being targeted. When using a dedicated landing page or email campaign; name the Pardot campaign and the assets accordingly so that analysis can include ABM-specific activities plus generic content marketing efforts.
2. Evaluate ABM Strategies in Context of their Goal
Some of the most popular tactics of ABM include dedicated retargeting ads, prospect specific offers, dynamically personalized website content, elaborate direct mail campaigns, and more. These tactics aren’t deployed in a batch-and-blast style; rather they are carefully planned per account in partnership with sales. Certain tactics are inherently better geared toward a specific part of the sales funnel. MTA analysis is the single best way to ensure that you measure ABM tactics according to their intent.
Check out the chart below to understand 2 examples of how tactics line up to MTA models and reports with AttributeApp.
|ABM Tactic||MTA Analysis Model||AttributeApp Reports|
|Early funnel retargeting ads for the Southeast sales teams’ key accounts||Custom Model (giving extra weight to the first contact hooked in by the campaign)||Filter the report to find accounts in the Southeast and evaluate the Pardot campaign for these ads|
|Mid funnel high-touch direct mail campaign sent to decision makers||Custom U-Shaped model (giving more weight to the last touch at the account before the opportunity closed)||Filter the report to include opportunities in your custom Salesforce.com opportunity stages most closely aligned with ID’ing decision makers|
3. Prove it to Sales
Proper Account Based Marketing requires a high degree of trust and alignment between sales and marketing. Phase one is a joint effort of building the target market and key account list. Phase two hands the ball to marketing to target these accounts digitally. Using marketing automation, marketing must surface the key points of interaction to sales in real-time. Then sales takes over and begins concerted outreach to key contacts with targeted offers. Over time, marketing continues to be involved in the sales process. With so much back and forth, sales must be completely bought into the ABM process.
Use MTA to show sales how important it is to target an entire account. Once they have proof of the improved funnel velocity, higher close rates, and success of ABM tactics, they’ll be hooked on the program. As necessary, AttributeApp can show success down to the sales rep level — allowing marketing to run contests among reps, build custom programs for each person and custom Multi-Touch Attribution reports based on that salesperson’s program and style.
If you are in the 60% of marketers planning to take on Account Based Marketing in Pardot this year, don’t go it alone. Make sure that your marketing automation strategy is aligned to support your ABM strategy. The power of marketing automation, account based marketing, and multi-touch attribution is the most promising way to ensure your sales and marketing alignment is at an all-time high in 2016.