Slides: Transform to ABX Webinar 8 - UiPath
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Transform to ABX Now: Maximizing Customer Lifetime Value with ABM: UiPath’s unconventional, yet genius approach to profitable, scalable account management
Wednesday, February 14, 2024
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Speakers Nancy Harlan VP, Account Based
Marketing at UiPath
Mary Gilbert CMO at Folloze
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Uncover why ABM should be at the core of your most lucrative account management activities.
Explore how to craft customer-facing ABM programs that drive adoption and supercharge account expansion.
Learn how to leverage ABM to skyrocket CSAT, exceed ROI expectations, and generate buzz for your products and services.
Webinar Objectives / Agenda During this webinar we will:
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Meet Nancy Harlan Passionate 1:1 ABM purist turned customer value accelerator
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improve retention by 70%,
Relationships key to customer growth
Effective customer engagement is more than just connecting with people at key touchpoints. It is about creating positive and ongoing relationships with B2B buyers.
Relationships that have the potential to go beyond transactions and that can turn customers into partners in growth.
grow revenue 40% faster,
increase customer lifetime value 1.6x more than other companies.
Businesses that invest in great experiences:
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But how do you meet expectations at scale?
Vendors: Smaller Customer
Success teams
Customer: Large distributed teams
xxxxxxShrinking budgetsxxxxxx
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ABM that drives Strategic Account Growth @ UiPath
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F25 1:1 ABM Structure Increase iARR, reduce churn, create raving fans
Accelerate Program
1:1 ABM
Extended Accelerate Program
In Account Events delivered vua APA's
Cross-promote major events
Department expansion and growth product upsell
Infrastructure Deep intelligence via Draup, aligned UiPath goals, value
prop/messaging/content, customer hub, detailed ABM plan
Big Bet/Global Accounts
Establish new relationships (Director & above)
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Limited by headcount
Limited by program $$
Proving impact
Challenges with 1:1 ABM Approach
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Extended Accelerate
● Influence/Amplify/Adopt
● Responders & New Responders New Responders outside “normal” landing departments, new titles
● Time spent and content consumed on Folloze Page
Objectives for ABM Growth, Executive Relationships, Efficiency & Customer Satisfaction
1:1 ABM Objectives & Results
● 50% YoY ARR Growth
● 15% YoY Growth in new VP+ relationships
● ABM Efficiency (4 campaigns/events/month/ABMer)
● Health score at 80%+
Activate
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● Kind of like Customer Success, but not…
● Paid resources in Professional Services Group
● Supports the customer:
○ Technical best practices
○ Automation program design, structure and strategy
○ Educates on line of business use cases
○ Evangelizes the automation initiative
Who is an Automation Program Advisor (APA)? Focus: Adoption, Reduced Churn, iARR
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UiPath's Extended Accelerate Program
Process
● APA uncovers an opportunity to educate/engage a particular area of the customer business
● APA solicits advice from the ABMer
● APA builds the campaign/event plan with the customer champion
● APA works with the Program Manager to execute and report success
People
● Delivered through Automation Program Advisors
● ABMers as advisors
● Extended Accelerate Program Manager:
○ Shares best practices
○ Supports the APA
○ Creates/executes programs in Martech
○ Reports on program effectiveness
Technology
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Program Deliverables
● In Account Events
● In Account Webinars
● Hack-a-Thons
● Line of Business Events
● Marcom – Newsletters, Internal Website development
The UiPath Extended Accelerate Program Enabling non-marketers to deliver ABM-like events to drive awareness, demand, and adoption
The Process
● Delivered by Automation Program Advisors
● Enabled with Playbooks
● Supported by Marketing Program Manager
● Measured like 1:1 ABM
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● Custom “Automation Stations” for all 1:1 ABM accounts
● Provides a custom feel for 1:Few Industry and LOB campaigns
● Great Executive Engagement Portal
Relationship Central: Customer Portal Everybody gets pushed to a Folloze board
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Don’t overload their already heavy workloads
● Easy to understand enablement playbooks
● Resources to advise and support
Keys to Success
Track Impact
● APA Engagement ● Customer
Engagement ● License Adoption ● Reduce churn and
increase iARR s
Enable the “right” customer-facing resources
● Customer Success, Professional Services, Sales Support functions
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Early Indicator:
Customer Success asking to bring ABM-like activity into their organization.
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Coming February 29:
Folloze Website Engager Turn your website into a buyer journey accelerator. Integrate full campaign boards, personalized content, or content journeys into your website and watch your engagement grow.
Follow us on LinkedIn for details.
Contact the team here:
mary.gilbert@folloze.com nancy.harlan@uipath.com
linkedin.com/in/maryalicegilbert linkedin.com/in/nancy-carlyle-har lan-3b09027
Upgrade Your ABX Strategy Now
mailto:mary.gilbert@folloze.com