ABM Follow-up

  • Fit data
    • Past opportunity exploration is certainly one of the first places to start building a fit profile.  I’m not familiar with the firmographic data RPG has within SFDC, but we typically would take those past 500 opportunities and hit the Clearbit API in order to identify any patterns by industry, sub industry, number of employees, revenue range etc.  Depending on your SFDC opportunity object setup, there may be additional data points to include like “Closed Lost – Reasons” eg “Lost to a competitor.”
    • After determining a profile from historical data, we would then ping the Clearbit API or DiscoverOrg/Zoom for look-a-likes
  • Intent data
    • Multi-channel changes/additions/announcements – understanding which accounts might be indicating major initiatives could be something picked up by intent signals by topic.  During the on boarding process of a direct Bombora license, we do a similar exploration as above, however layering in historical intent of accounts (50-100 customers) to understand what topics were surging the previous 3, 6, 12 months before a deal closed.  With the data you have now from Bombora, we should cross reference any accounts moving through the funnel and identify any correlation with the topics in Triblio.  This could provide us with a leading indicator.  Otherwise, we should talk about any other data you have to cross reference eg DiscoverOrg/Zoom etc.
  • Media activation
    • Account based – depending on the size of your fit accounts and budget, many clients have an always on approach at least via LinkedIn and Facebook.
    • Attribute based – as mentioned yesterday, if you are only activating account based ads, the scale can be low and cost per acquisition high.  We have found success with attribute based audiences (eg. eCommerce interest groups), as there is scale behind them, the cost per acquisition is lower, but there are a percentage of those leads that end up being from a target account.  At the end of the day, the cost per acquisition from a target account ends up being about even between the two approaches.
    • Surge based – with a full license of Bombora, we have also tested surge vs non-surge audiences.  Again, the point here is to focus more media from more platforms on accounts indicating intent.  The scale is small, but we have seen the quality be high.  This is where adding programmatic display would make sense, as these audiences would theoretically be the most “qualified.”