Slides - Drive Engagement Channel Tactics for ABX

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Transform to ABX Now: Drive Engagement: Channel Tactics for ABX

Speaker Kristi Tutt Digital Marketing Specialist at Folloze

Creating messaging that aligns with each stage of the buyer journey

Selecting the right channels for your specific target account profiles

Implementing cost-effective investment strategies that drive engagement

Optimizing channel performance based on real content engagement signals

Webinar Objectives / Agenda During this webinar you’ll learn how to effectively:

TOFU Account Buying Stage (6s) / Journey Stage (DB)

Opp Closed

Book Demo

Opp Created

MOFU

BOFU

TOFU

Go-to-Market Funnel Stages Systematically resource GTM teams to convert accounts into customers with optimal performance and revenue results.

Target [6s] / All Other [DB]

Awareness [6s] / Qualified [DB]

Consideration [6s] / Aware [DB]

Purchase [6s] / MQA [DB]

Decision [6s] / Engaged [DB]

Top of TOFU ● Widest audience ● Lowest cost per touch ● Brand awareness focus

Middle of TOFU ● Focused audience ● Higher spend ● Education focus

Bottom of TOFU ● Targeted audience ● Highest investment ● Conversion focus

Buyer Journey Stages

Target [6S]

Awareness [6S]

Consideration [6S] or Aware [DB]

Decision [6S] or Engaged [DB]

Purchase [6S] or MQA [DB]

All Other [DB]

Qualified [DB]

Where We’re Optimizing

Target / Awareness Consideration Decision/Purchase Microsegments (6sense or

Competitors)

Automated Communications

Folloze Board Personalization

1:1 Personalized Communications

Top-of-Funnel Multi-touch Framework Microsegments (6sense or

Competitors)

Quick Strategy Framework

● Build Recognition → Create category familiarity

● Educate → Help prospects identify challenges

● Engage → Drive lightweight interactions

Top of TOFU Buyer Journey Stages

Target [6S]

Awareness [6S]

Consideration [6S] or Aware [DB]

Decision [6S] or Engaged [DB]

Purchase [6S] or MQA [DB]

All Other [DB]

Qualified [DB]

Buyer Journey Stages

Target [6S]

Awareness [6S]

Consideration [6S] or Aware [DB]

Decision [6S] or Engaged [DB]

Purchase [6S] or MQA [DB]

All Other [DB]

Qualified [DB]

Content

● Thought leadership articles,

Infographics, Industry Reports,

White Papers, Brand Awareness

Videos

● Educational Blogs, Infographics,

Podcasts, Webinars, Social

Media Posts

Goal

● Build brand familiarity, subtle

introduce potential challenges

your needs that your product

addresses

● Capture attention, generate

interest, introduce brand

Thought leadership articles, infographics, industry reports, white papers, brand awareness videos

Educational blogs, infographics, podcasts, webinars, social media posts

Target / Awareness

DSP ADS

Organic social

Organic search / SEO

Folloze Website Engager (Embedded board section)

Display Ad Optimization

Download DSP Ads Optimization Guide

Goal = Brand Awareness NOT Engagement (CTR)

Minimum # Ad Variations: 3 per ad size

Sources: Demandbase Campaigns and Demandbase Benchmarks 6sense Campaigns and KPIs LinkedIn Text Ads

Each DSP network will have their own best practices and benchmarks, but remember

their goal is to get you to spend money on their network. Therefore, look at the

metrics that show brand lift and how visible your brand is.

Demandbase

% Lifted > 25% (see image)

6sense

● Account VTR (>20%)

● Cost per Account (Plan to spend $10-30 / Account)*

LinkedIn Text Ads

● Cost per send (CPS): $0.80 per send

● Cost per impression (CPM): $6.59 per 1,000 impressions

*depending on mid-market vs enterprise

Frequency on any platform: max 4 per day (Ask yourself, at what point do you get annoyed with seeing the same ad or brand?)

https://support.demandbase.com/hc/en-us/articles/4417347626011-Understanding-the-Performance-Tab-on-the-Campaigns-Dashboard https://support.demandbase.com/hc/en-us/articles/4402348717069-Measuring-the-Results-of-an-Advertising-Campaign https://6sense.com/blog/best-practices-for-setting-account-based-advertising-budgets/ https://revcity.6sense.com/home/discussion/41/stage-based-advertising-kpis?utm_source=community-search&utm_medium=organic-search&utm_term=benchmark+account+vtr

Google Ads Optimization

Download Google Ads Campaign and Copy Optimization Guides

Metrics for Brand Awareness

● Share of Voice measures your ad’s visibility compared to its

potential reach.

● Search Impression Share: Track visibility for target keywords

● Search Lost IS (rank): Identify opportunities to improve ad rank

● Search Top IS: Measure how often ads appear at the top of results

Optimization Tips

● Implement audience targeting to focus budget on your ICP

○ *note: Google Ad audiences must be greater thank 3,000 so you will need to combine audiences

● Test different ad copy focusing on educational value props

● Use every # of variation headline (15) / description (4)

Pro-Tip: If you have a dedicated Google Ads Support Rep, they can activate the “brand lift” measurement under goals.

SEO / Organic Search Benchmarks

Download SEO Optimization Guide

Key Takeaways:

● Monitor trends over minimum 1-month periods due to search

result volatility

● Consider seasonal factors when analyzing performance changes

● Focus on optimizing meta titles and descriptions for better CTR

● Build topic clusters to establish authority in specific areas

B2B Benchmarks

CTR: 1.4%+

Impressions: 73k+

Clicks: 997+

Keywords ranked in Top 10: ~29+

% Traffic from Organic Search: 36+%

Organic Social Metrics

Download Organic Social Optimization One-Pager

Key Top of TOFU Metrics to Track:

● Post Impressions & Reach

● B2B Engagement Rate (>5%)

○ Total Impressions / Engagement Actions (clicks, + shares + likes + comments)

● Follower Growth Rate

○ Compare to competitors

● Profile Views & Brand Mentions

○ Don’t forget about Reddit, Quora and other social communities

Which educational content has the highest engagement?

Quick Strategy Framework

● Deepen Understanding → Demonstrate

solution expertise

● Differentiate → Showcase unique value

proposition

● Validate → Share industry-specific proof points

● Nurture → Maintain consistent engagement

momentum based on engagement

Buyer Journey Stages

Target [6S]

Awareness [6S]

Consideration [6S] or Aware [DB]

Decision [6S] or Engaged [DB]

Purchase [6S] or MQA [DB]

All Other [DB]

Qualified [DB]

Middle of TOFU

Buyer Journey Stages

Target [6S]

Awareness [6S]

Consideration [6S] or Aware [DB]

Decision [6S] or Engaged [DB]

Purchase [6S] or MQA [DB]

All Other [DB]

Qualified [DB]

Content

How-to Guides, White

Papers, Case Studies,

Thought leadership

webinars

Goal

Educate and inform, helping

prospects understand your

product’s value. Need to hook

them here!

Middle of TOFU

How to Guides, White Papers, Case Studies, Thought Leadership Webinars

Middle of TOFU Content

Here’s how we handoff:

When to Work with BDRs

Best Practice: Respond to Signals

expert

When to Work with BDRs Here is a screenshot of someone clicking through an email sequence and comes in to our chat bot.

When to Work with BDRs And then clicking the link in our chat bot to get to the Watchguard link that was sent.

When to Work with BDRs Signal → Play → Example

When to Work with BDRs

Multi-Stakeholder Engagement

● 🚨 Signal: Multiple contacts from same account engaging with board

● 󰥂 Play: Offer to connect the additional stakeholders with relevant content based on their roles

● 💡 Example: “I see several members of your team have been exploring resources. Would it be helpful if I shared role-speciifc content with each of them directly?”

Signal → Play → Example

Real-Time Engagement Response

● 🚨 Signal: Slack alert showing prospect is currently on site from chat bot (i.e. Qualified)

● 󰥂 Play: "Pounce" on the opportunity with timely outreach

● 💡 Example: "I noticed you're exploring {specific topic} on our site right now. Would you like me to highlight the key sections most relevant to your industry?"

● Unleash BDR productivity and scale relationship-building

● Drive an exceptional experience from first touch to the finish line

● Drive higher pipeline and get full attribution at your fingertips

Sales Development Reimagined

Target and Engage

Prospect on deep insight

Scale personalization with data + AI

2 people, multiple visits, and long time on content

Sort by Time on Content

Middle of TOFU - Impact Dashboard Metrics

Display Ads Benchmarks for Retargeting

CTR 0.15-0.3% 0.12-0.28% 0.1-0.25%

CPM $18-30 $15-28 $20-35

View-through Conversion 0.5-1.2% 0.4-1% 0.3-0.8%

Metric 6sense Retargeting

● Segment retargeting based on content consumed

● Set frequency caps at 2-4 impressions per day

● Deploy solution-focused creative versus awareness messaging

● Use document and thought leadership ads as first touch

● Keep video ads under 30 seconds for highest completion rates

● Personalize headlines by industry or role when possible

LinkedIn Ad Benchmarks

CTR 0.4-0.7% 1% 0.3-0.7% 0.4-0.8% 1.2% 3-6% 5-12%

Engagement Rate

0.8-1.5% 1.5-3% 1.2-3.5% 1-2% 1.8-4% 5-10% 8-15%

CPC $7-12 $8-15 $10-18 $8-15 $9-16 $20-40 $25-50

Conversion Rate

5-10% - - - - 10-20% 12-25%

Metric Single ImageAds Document Ads Video Ads Carousel Ads

Thought Leadership Ads Message Ads

Download Paid Social Optimization One-Pager

Open Rate ● 42.35% all industries

● 22.7% IT/tech industries

>27%

Click Through Rate (CTR)

2% -

Unsubscribe Rate 0.08% <1.1%

Bounce Rate - <2.8%

Top Line Reply - >12%

Reply Rate - >2.9%

Metric

Email & Outreach.io Benchmarks

● Personalize subject lines with company name (25% higher open rates)

● Create segments based on content engagement

● Keep emails under 300 words for highest click rates

Source: https://support.outreach.io/hc/en-us/articles/13009712416283-Best-Practices-for-Reviewing-Your-Outreach-Sequences https://www.mailerlite.com/blog/compare-your-email-performance-metrics-industry-benchmarks

Download Email Optimization One-Pager

https://support.outreach.io/hc/en-us/articles/13009712416283-Best-Practices-for-Reviewing-Your-Outreach-Sequences https://www.mailerlite.com/blog/compare-your-email-performance-metrics-industry-benchmarks

Quick Strategy Framework

● Demonstrate Value → Show concrete

solution impact

● Build Confidence → Provide comprehensive

proof points

● Personalize → Deliver account-specific

content for 1:1 or 1:few campaigns, for

1:many, personalize experiences with higher

intent content and CTAs

● Enable Action → Guide toward meaningful

engagement

Bottom of TOFU Buyer Journey Stages

Target [6S]

Awareness [6S]

Consideration [6S] or Aware [DB]

Decision [6S] or Engaged [DB]

Purchase [6S] or MQA [DB]

All Other [DB]

Qualified [DB]

Buyer Journey Stages

Target [6S]

Awareness [6S]

Consideration [6S] or Aware [DB]

Decision [6S] or Engaged [DB]

Purchase [6S] or MQA [DB]

All Other [DB]

Qualified [DB]

Content

● Product Demos, Customer

Testimonials, ROI Calculators,

Competitor comparison Content

● Pricing Pages, Interactive Tours,

product webinars

Goal

● Convince and convert, focus on

specific product benefits and

CTAs

● Offer a seamless buying

experience with clear CTs

Bottom of TOFU

Product Demos, Customer Testimonials, ROI Calculators, Competitor Comparison Content

Pricing pages, Interactive Tours, Product Webinars

Bottom of TOFU Content

● 7-8 touch sequence w/3-4 manual adds ● Persona-specific sequences ● A/B test subject lines and first

paragraphs

Create & Customize Sequences

● Organize and research accounts and buying committee

● Track if a prospect has joined one of our top accounts after leaving a customer account

● Learn who they are: passions, goals and pains

● Review signals & alerts

Prioritize Accounts & Contacts

● Personalize sequences to role and buying stage

● 1st paragraph must stand out and be personalized

● Board content aligned to journey ● Bullets in body of email for quick scan ● Visuals & Gifs create curiosity ● Links set the stage to engage and take

action ● Visual calendar access ● Connect on LinkedIn

Optimize the Experience

● Account engagement approach ● Objection handling ● Answer prospect questions ● Leverage ABM alliance partner, Execs

for additional insights and possible intro

Strategize with AE

A Day in the Life of an Engagement Valet (BDR)

√

2 people, multiple visits, and long time on content

Sort by Time on Content

When to Work with Sales - Engagement Triggers

Critical Signals for Sales Involvement

● Pricing page visits ● ROI calculator usage ● Technical documentation downloads and

integration research ● Competitive comparison content views

High-Value Content Engagement √

● Folloze Impact Dashboard showing “SURGING” status

● 3+ stakeholders engaged for over 30 days ● Total account engagement time

exceeding 25+ minutes ● Regular return visits by decision-maker

personas

Account Engagement Activity √

● Engaged with both email content and social messaging

● Event participation plus content engagement

● Website visits plus Folloze board engagement

Cross-Channel Engagement √

When to Work with Sales

Personalized Insight Sharing

● 🚨 Signal: Multiple senior stakeholders engaging with ROI content

● 󰥂 Play: Sales provides custom ROI analysis based on engagement patterns

● 💡 Example: "Based on the ROI calculator parameters your team has been exploring, I've created a custom analysis showing the specific impact for your industry and company size."

Signal → Play → Example

Technical Validation

● 🚨 Signal: Technical documentation downloads or extended time spent

● 󰥂 Play: Sales facilitates technical specialist meeting aligned to specific interests

● 💡 Example: "I noticed your team has spent significant time reviewing our API documentation. Would it be valuable to arrange a call with our solutions architect to discuss your specific integration requirements?"

Competitive Positioning

● 🚨 Signal: Engagement with competitive comparison content

● 󰥂 Play: Sales facilitates technical specialist meeting aligned to specific interests

● 💡 Example: "I see you've been comparing our solution with Competitor X. I've prepared a specific breakdown of our three key advantages in the areas you've been researching."

Slack-based Alerts for Immediate Action

● 🚨 Signal: Real-time alerts showing high-value prospect engagement

● 󰥂 Play: Immediate sales follow-up with contextually relevant messaging

● 💡 Example: "Just saw you're exploring our enterprise offering. I have a case study from a company very similar to yours that might be useful right now. Would you like me to share it?"

Here’s how we handoff:

When to Work with Sales

● Use document and thought leadership ads as first touch

● Keep video ads under 30 seconds for highest completion rates

● Personalize headlines by industry or role when possible

LinkedIn Ad Benchmarks

CTR 0.4-0.7% 1% 0.3-0.7% 0.4-0.8% 1.2% 3-6% 5-12%

Engagement Rate

0.8-1.5% 1.5-3% 1.2-3.5% 1-2% 1.8-4% 5-10% 8-15%

CPC $7-12 $8-15 $10-18 $8-15 $9-16 $20-40 $25-50

Conversion Rate

5-10% - - - - 10-20% 12-25%

Single Image Ads

Document Ads Video Ads Carousel Ads

Thought Leadership Ads Message Ads

Download Paid Social Optimization One-Pager

Open Rate ● 42.35% all industries

● 22.7% IT/tech industries

>27%

Click Through Rate (CTR)

2% -

Unsubscribe Rate 0.08% <1.1%

Bounce Rate - <2.8%

Top Line Reply - >12%

Reply Rate - >2.9%

Metric

Email & Outreach.io Benchmarks

● Personalize subject lines with company name (25% higher open rates)

● Create segments based on content engagement

● Keep emails under 300 words for highest click rates

Download Email Optimization One-Pager

Micro-Segments (Competitors, Partners & More)

Mockup of a comparison table (like on the Pathfactory board)

Microsegments (6sense or Competitors)

https://docs.google.com/file/d/1itxO9BvDiDy6S2e2yd8qDnMxq7KFuSps/preview

Website Engagement & Personalization

ABX Personalized Campaign Board

Impact Dashboard

Outreach Sequences

Where we’re plugging in Folloze

ContentAI

Resources Built for You

Check out the next episode - Principles of ABX

Measurement

Connecting Channel Performance to ABX Measurement

Slides - Drive Engagement Channel Tactics for ABX

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