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Learn & Share Best Practices

Share your Folloze Use Case, Best Practices & Success Stories

  • 8 Topics
  • 2 Replies
8 Topics
LisaClar
LisaClarCommunity Manager
published in Learn & Share Best Practices
Metrics that Matter when Measuring ABM Programs

When it comes to defining the metrics for your ABM program,  my advice is to keep it simple. I’ve boiled it down to 3 main categories that I monitor. The key is tight alignment between the ABM team and Sales Leadership to ensure there is agreement on what success will look like. Company Objectives The first step is to understand your company’s objectives. Once you have a grasp of these, you can align your ABM program goals to these.  For example, if one of your company goals is to boost brand identity you can align that to the account brand lift you will get from your ABM program.  ABM Scorecard Metrics  Identify the engagement stage metrics that align with marketing and sales leadership.  Campaign-Level Metrics Define campaign metrics that the ABM champion / digital marketer will monitor regularly for paid media optimization.  

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4 months ago
LisaClar
LisaClarCommunity Manager
published in Learn & Share Best Practices
How Folloze Measures our ABM Programs

As a longtime demand generation marketer, I've seen the evolution of measurement tactics and strategies for marketing programs. And I'll be the first to say that the measurement strategy Bretton and I put together for our ABM program was a significant mind shift from how we operated in the past.  Check out the clips below to learn how ABM measurement is different and how we measure program success at Folloze. How ABM Measurement is DifferentKnow your Leading vs Lagging IndicatorsThe Metrics that Matter for Measuring Success 

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4 months ago
LisaClar
LisaClarCommunity Manager
published in Learn & Share Best Practices
Taking the Mystery out of Tiering Accounts

Check out my video or read the post below to learn my how I utilize data to tier accounts.  An important part of any ABM project is tiering your target accounts. At Folloze we leverage data, including our own, to help determine our target account tiers. Here are the three main metrics we consider for tiering:Engagement Score- measures the activity and the intent data of an account over time Website Views- calculates content and pageviews of Accounts on the Folloze website Pipeline Predict Score- A look alike score for any accounts that became opportunities in the last 6 monthsFor each of these areas I ran the descriptive statistics and marked the accounts that were one standard deviation above the mean. (For an easy way to do this, check out the video from 2:02-2:54.)I then divided the accounts as follows:TIER 1: 30 accounts per Account ExecutiveEach of these accounts had an engagement score, webpage visits and pipeline predict above the mean.TIER 2- 60-75 accounts per ADR (Inside Lead

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LisaClar
1 year ago
LisaClar
LisaClarCommunity Manager
published in Learn & Share Best Practices
It's Always a Good Time to Wake the Dead

My team at Clari has been focused on providing personalized buyer experiences at scale. One way we’ve done this  was through integrating 6sense’s intent, predictive, and account engagement data with Folloze.We deployed this joint solution for our 1:few campaigns for targeted industries. This solution enables Clari to build a dynamically personalized Folloze board based on key segment data we pull from 6sense. Our small ABM team has saved time in campaign development and we’ve been able to scale our outreach to multiple accounts.A good example of this is our bi-quarterly Wake the Dead program. For this campaign, we layered 6sense market data on our closed/lost deal information. This enabled us to identify the in-market accounts we should include in the campaign.After we identified them, we invited these buyers to a Folloze board that was personalized according to their industry. Folloze enabled Clari to dynamically update the messaging on the board to make it relevant and timely for the

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LisaClar
1 year ago
LisaClar
LisaClarCommunity Manager
published in Learn & Share Best Practices
Strategic 1:1 ABM Playbook

Healthcare management consulting and technology firm ZS wanted to nurture relationships and expand business with their existing customers, a core part of business strategy. To achieve these goals, they launched a strategic 1:1 account-based marketing program. aNicole Huber, Head of Account-based Marketing, and her small team of ABM marketers were up to the challenge. In just one year, they activated more than 25 opportunity-focused campaigns, each featuring personalized messaging and content that drove key buying groups to a personalized Folloze board. Nicole recognized early on that tight alignment between sales and marketing and delivering personalized and engaging customer experiences would be critical to their success. Nicole identified four key steps that became the key components of her ABM playbook. Research your Customer Develop the Campaign Strategy Activate your Campaign Real-time Monitoring for Real-time AdjustmentsStep 1: Research your CustomerGather Client Team Insights: T

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LisaClar
1 year ago
LisaClar
LisaClarCommunity Manager
published in Learn & Share Best Practices
Customer Success Tips: Best Practices in Board Building- Meghan Richardson

Marketers: Drive More Engagement on your Boards Folloze enables marketers to engage new and existing accounts in a variety of cool ways. On the flip side, marketing teams have their own goals and initiatives to meet, whether it's lead generation or meetings booked. When using Folloze, one best practice that is essential to highlight is for marketers to put themselves in the shoes of their target audience. Taking a step back to understand your audience and consider how a Folloze Board will be perceived through a prospect's eyes is imperative. Here are 3 things to consider when building boards:  Will Board Visitors Recognize the Value I’m Presenting? Is my message clear and will my audience understand what I'm asking from them? Is what I'm presenting appealing and interesting enough to explore?

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LisaClar
1 year ago
LisaClar
LisaClarCommunity Manager
published in Learn & Share Best Practices
Confluent and Folloze

Jess Larkin Takes Content to new Heights… According to Jess Larkin, there are 5 key steps to learn. Step 1 Step 2 Step 3 Step 4 Step 5   

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LisaClar
1 year ago
LisaClar
LisaClarCommunity Manager
posted in Learn & Share Best Practices
Driving Engagement

What have you found works best for you to increase engagement on your 1:1 boards? 

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LisaClar
2 years ago

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