© Folloze 2024

Transform to ABX Now: Workday Dynamic ABM: Scaling to 40 Campaigns for the Effort of 4 with Folloze + Demandbase

© Folloze 2024

Matt Cohen-Meyer Enterprise Commercial Lead

at Demandbase

Vicki McKown Global Campaigns Sr.

Manager ABX at Workday

Speakers

Mary Gilbert CMO at Folloze

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How to scale ABX campaigns with minimal effort leveraging AI and a streamlined engagement model

Effective personalization techniques that significantly enhance engagement without straining your budget or your team.

Insider tips on how to deliver exceptional experiences with content you already have.

How to overcome the most common objections when driving adoption with global field teams.

Agenda During this webinar you’ll learn how to:

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ABX at Workday An indispensable part of the demand funnel

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TARGET ACCOUNTS MARKETING PROGRAMS AND CAMPAIGNS

INTENT & ENGAGEMENT INSIGHTS

MARKETING PROGRAMS & CAMPAIGNS

LEADS MQLS

OUTBOUND/ QUALIFY OPPTY

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CLOSED WON!

The Revenue Marketing Double Funnel

ABX is a “force multiplier”

2x closed vs. DG only

2x ACV vs. DG only

3x engagement accounts

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Dynamic ABX A Global Operating Model

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24 in market campaigns:

18 1-few Campaigns (15 industry, 3 Intent/Topic, 2 “Entry”, 1 Competitive, and 1 Customer)

6 1:1 Campaigns (select strategic accounts)

24 OG campaigns for 1 product

+ 3 additional product groups + Multiple global teams

No additional headcount

How Do We Scale The Performance?

Old Model Scaled Model

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Harness AI and Machine Learning insights to our knowledge of each account (qual/fit + pipeline predict/engagement from Demandbase - intent)

Take that data and apply surgical targeting that delivers uber relevant campaigns based on BOTH industry and intent/ demonstrated area of current interest

Streamline the development process: fewer campaigns, more repurposing and dynamically served ads and landing pages (partnering with Demandbase and Folloze)

A New Approach to Planning ABM Advertising Campaigns

1 2 3Audience Insight Targeting Delivery Model

Over time, evolve from 24 Planning campaigns to 4

Lightly verticalize (10-20%) Phase 1 Result: 40 campaigns for the lift of 4

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New Plan: 4 Campaigns instead of 24 Campaigns

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9 Industry Versions

“Default” Campaign

Dynamically served:

3 ad treatments per industry ● Personalized copy ● Generic image

Folloze landing page w/industry hero copy, image + customer story

Intent- Based

1. Higher Ed 2. Healthcare 3. Manufacturing 4. Retail 5. Insurance 6. Banking/FSI 7. Professional/Business Services 8. Hospitality 9. Software

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Continuous Planning theme

Scenario Planning theme

Reporting theme

Workforce Planning theme

4 campaigns built around intent themes

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3

© Folloze 2024

How it Works

DB Account user Identification

Personalized Creative Served to User

User Clicks on Ad Personalized Folloze Landing Pages Served

Demandbase technology identifies the user's account and industry assigned to their account.

Creatives will automatically populate the Workday defined industry for the identified account.*

After account user clicks on the ad, they will be passed on to a custom Folloze board.

The Folloze landing page will automatically populate the appropriate industry-specific personalized content for the identified account user.

Account identification using DB Technology (Pre-click)

Account Identification using Folloze Technology (Post-click)

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Audience Experience

Account is served ad personalized to pain point/intent topic + industry

Pain points/intent campaigns are:

● Continuous Planning/Forecasting (default campaign, example shown)

● Reporting ● Scenario Planning ● Workforce Planning

Industries:

● Retail, Higher Ed, Finserv, Mfg, Hospitality, Healthcare, PBS, Insurance, Software/Tech

Ad drives to Folloze landing page content specific to industry and pain point

10-20% of content is customized; 80-90% cross-campaign

Dynamic hero image and copy

Dynamic demo if avail

Default campaign content

Dynamic customer story

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Lessons Learned

But also: Be flexible as you execute; we had to retrench and rethink details on our approach several times.

Vendor communication, connection and trust is key; they will have to dig in and work together in a way that is new, unique, specific and will challenge the status quo.

“Measure twice, cut once” we spent a lot of time planning, brainstorming and thinking this new approach through!

Educate: Make sure your teams understand the difference between demand generation and ABM.

© Folloze 2024

Folloze ABX Masterclass Module 1 Connected, Personalized Journeys with 6sense and Folloze Folloze Head of Demand Generation, Melinda Monaco will deep dive on our approach to scaling personalization across your entire ABX-driven demand generation campaign. Coming in May - follow us on LinkedIn for details.

Get in touch:

linkedin.com/in/maryalicegilbert mary.gilbert@folloze.com

Supercharge Your ABX Strategy Now

mailto:mary.gilbert@folloze.com