High performance ABM teams are:
- more likely to personalize
- more likely to spend more on tech
CMOs want to provide a better customer experience; technology is considered the top constraint. (Very interesting – we, as an industry, might have made some progress with “people and process” over the years to find the technology our top constraint 🙂 ).
The question of opportunity creation started to appear when the Demand Unit Waterfall was introduced, as some of early adopters of the approach even removed lead object from their SFDC. This thought process now evolved into several step leading to marketing responsibility for the opportunity creation.
A larger picture of the slide (below)
Would marketing organizations change to take advantage of the new opportunities? SiriusDecisions observing a closer move of marketing and marketing operations.
Another great image of the Demand Unit Waterfall
On24 Chief Webinerd emphasized evolution of webinar programs into serialized programming.
Currently, most of webinar attendance is driven by email. In the future, webinars might become a subscription channel. (I must admit I doubt it would be the case… Webinars is one of the channels to deliver a content related to a certain topic, and the person should not have to “subscribe” for each channel independently when he or she would like to see a content on this topic. But I might be wrong 😉 ).
Interesting: average webinar viewing time is going up.
Case Study webinars are useful for sales: “I have a couple of companies like yours…”
Interesting: industry-based webinar “segments” did not work for On24. Could it be because webinar platform need is similar across industries? (Cyber security in my experience also did not rely on industry verticals, beyond “this industry must have $$ to spend on security…,” as the concern was identical across industries.
Video webinars seem to be challenging for some organizations, which do not invest in studio setup and qualified personnel.
Interesting usage of calls to action below
And a promotion of the next webinar in the series
Interesting combination of slides, questions, and video below
A possibility for bottom of the funnel approach (below): a video with the demonstration of the product use, additional materials, and Q&A.
And Customer Marketing example
Buyer’s Journey with PathFactory example
As a former user of PathFactory, I miss the functionality dearly!! The platform also evolved during the last year to give better view to the sales organization based on the contact and account level.
Fireeye, a PathFactory customer, found enthusiastic support in the sales organization for its new tool. Sales were supportive and excited: “This is something I’ve been asking about for years.”
The data is aggregated on the account level (beside a robust individual level) and presented in SFDC for sales convenience. PathFactory aggregates contacts associated with the account, known visitors, and also unknown visitors (screenshot below).
An individual engagement insights give an at a glance view of which pieces of content an individual accessed and how much time had been spent reviewing the asset.
PathFactory can also automatically serve as an internal “resource library,” which allows to easily find content items associated with a specific persona, stage of the sales cycle, etc.