Personalized Marketing Blueprint Get ready to launch!

The Folloze Personalized Marketing Blueprint 021920 © 2020 Folloze

Introduction

These core concepts are fundamental building blocks for executing on the Blueprint.

Introduction

Before jumping into the Blueprint, let's briefly discuss three of its foundational components.

1. B2B Customer Life Cycle: The Blueprint's framework is based upon a modern B2B customer life cycle. From early stage interest to closed-won and cross-sell, the B2B customer life cycle provides a road map for marketing and sales teams to align and engage the customer on their terms. Finally, the B2B life cycle also helps project Customer Lifetime Value (CLV) and what each customer is worth to your business.

2. Personalization: High value content and messaging that delivers relevant experiences -both digitally and human - across the entire customer life cycle.

3. Engagement: Intended to move customers through the life cycle, engagement incorporates a mix of personalized content, tactics and channels for each targeted buyer or group. The next three sections in this chapter will dig deeper into each of these Blueprint Basics.

Personalized Marketing Blueprint

Over the past few years, B2B marketing has dramatically changed. Do any of the following scenarios ring a bell?

Your Marketing Automation Platform is No Longer Effective

You’ve carefully segmented your target market and

planned personalized marketing campaigns for each.

Unfortunately, your existing marketing automation

platform has hit a wall and cannot personalize at scale.

So, you are forced to execute a cookie-cutter campaign

with poor results.

Your Sales Team Marches to the Beat of their Own Drum

To help drive attendance to an event, you enlist the help

of your AE and ADRs, and prepare content to ensure their

success. The teams send one or two emails, then move

onto other activities. At the same time, you have no idea

who followed through. You are flying blind.

Lackluster Pipeline

You just exited your weekly pipeline meeting and the

numbers have been consistently down. Management is on

full court press and sales is complaining about pipeline

contribution. You’re stuck between a rock and a hard

place.

Long and Unpredictable Sales Cycles

Every week, deals seem to be stuck – going nowhere fast.

To further complicate matters, additional decision

makers and buying centers keep getting added to the

mix. The sales team is looking for a magical silver bullet

from marketing that will push these deals across the

finish line.

Traditional B2B Marketing Tactics Don't Work Anymore Your campaign finally went out, but the results are

disheartening – single figure open rates and fractions for

CTA conversions.

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We are entering a brave new era in B2B marketing which is defined by the following trends:

1. More decision makers: By most estimates, the number of B2B decision makers has increased to 7-8 people across multiple buying centers.

2. Non-linear sales process: B2B buyers are savvy and informed. More importantly, your customers are in control and create a non-linear sales process: They can enter, exit, and jump around your sales funnel in any direction.

3. Long sales cycles: With more decision makers, the average B2B sales cycle can take twelve months or more.

4. Customer life cycle focus: As B2B strategies focus on bolstering customer lifetime value (CLV), marketers are shifting from the top-of-the-funnel buyer’s journey to architecting the entire customer life cycle.

To address these new marketplace realities, B2B marketers must quickly adapt. You are probably asking yourself: Where do I start?"

To help, we've documented innovative ways that B2B marketers are optimizing each step of the customer life cycle – often using Folloze in the process. We've captured those learnings into a powerful engagement framework that we’re calling “The Folloze Personalization Blueprint,” and we’re excited to share with you.

thrilled to share it with you.

You're Not Alone.

Many of your current challenges are the result of massive marketplace shifts across the B2B landscape.

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Blueprint Basics

These core concepts are fundamental building blocks for executing on the Blueprint.

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Before jumping into the Blueprint, let's briefly discuss three of its foundational components.

1. B2B Customer Life Cycle: The Blueprint's framework is based upon a modern B2B customer life cycle. From early stage interest to closed-won and cross-sell, the B2B customer life cycle provides a road map for marketing and sales teams to align and engage the customer on their terms. Finally, the B2B life cycle also helps project Customer Lifetime Value (CLV) and what each customer is worth to your business.

2. Personalization: High value content and messaging that delivers relevant experiences -both digitally and human - across the entire customer life cycle.

3. Engagement: Intended to move customers through the life cycle, engagement incorporates a mix of personalized content, tactics and channels for each targeted buyer or group. The next three sections in this chapter will dig deeper into each of these Blueprint Basics.

Personalized Marketing Blueprint

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ExpandAttract Engage Accelerate

A marketing motion to capture the attention of targeted prospects to build awareness, create thought leadership and capture contact information.

#1: The B2B Customer Life Cycle

The B2B customer life cycle is the foundation for the Folloze Personalized Marketing Blueprint. As discussed, today's B2B marketing teams have expanded their role to optimize revenue across the entire customer life cycle. With this shift, we define the entire customer life cycle as a continuum, rather than a traditional funnel.

The B2B customer life cycle is structured into four plays: Attract, Engage, Accelerate and Expand.

A joint marketing and sales motion to convert a prospect into an initial stage opportunity.

Through fast time to value, internal champions will support cross-sell or up-sell opportunities to other departments or lines of business.

Advancing a prospect along the sales process to forecasted pipeline and ultimately a successful closing.

Personalized Marketing Blueprint

#2: Personalization

Today’s B2B buyers will engage on their own terms -- not what's most convenient for your

company. We can align to the buyer and engage across the customer life cycle, or we can lose their attention

quickly. Unfortunately, most B2B marketing teams have organized their teams and campaigns around the

impersonal nature of marketing automation platforms and "spray and pray" tactics.

As marketing teams increasingly manage these new realities, they recognize the power of experiences to engage their customers on a much deeper, personal and human level.

Throughout the Blueprint, you'll notice a focus on orchestrating personalized experiences across the entire

customer life cycle that combines both human and digital engagement.

Finally, personalization is also synonymous with content that delivers value and fosters trust. B2B

messaging and content has become increasingly data-driven, with the most effective campaigns

incorporating intent data that identifies organizations that are in-market for a given solution.

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#3: Engagement Play Attributes

Now that we’ve defined the key terms supporting this document, we'll combine them into an Engagement Play Matrix: As you build various Engagement plays, you can build a variant of this matrix that best fi s your specific busin ss needs.

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Effectively engaging customers across the entire life cycle requires a focused approach incorporating clear objectives, data, people and tactics.

Clearly defined outcomes for each play. For example your goals may inclue campaign conversions, account engagement, pipeline contribution, or cross sell.

Business Goals

Identifying and incorporating the relevant Revenue Team functions at each stage of the customer life cycle.

Revenue Team Players

Folloze Engagement Rhythm®

The underlying data and system requirements for the successful execution of your Blueprint and the measurable outputs to assess progress.

Infrastructure and Data

Personalized Marketing Blueprint

Engagement Tactics

Engagement represents the rocket fuel for your customer journey. As the core of the Blueprint, specific engagement tactics should be leveraged for each targeted buyer or group and include a mix of content and channels.

The timing and application of engagement tactics including time-based, triggered or always-on (see more detailed description later in this chapter).

ExpandAttract Engage AcceleratePlay

Business Goals

Revenue Team Players

Folloze Engagement Rhythm®

• Create brand and category awareness through thought leadership

• Capture early interest and contact information

• Build early stage pipeline

Marketing/Demand Gen • Source • Influence

Sales • Minimal, as appropriate

Always On • Ads • Social and SEO

Triggered • Events • Product Launch

Time-Based

Engagement Tactics

Infrastructure and Data

Marketing • Influence • Activate

Sales • Campaign execution • Follow up

• Sales & marketing Emails

• Build and solidify credible pipeline

Blueprint At-A-Glance

Marketing • Influence • Activate

Sales/Customer Success • Campaign execution • Follow up

Triggered • Updates in renewal events and

expansion opportunity identified

Always On

• Drive customer renewals and expansions

• Bolster Net Promoter Scores and customer advocates.

Marketing • Influence • Activate

Sales • Campaign execution • Follow up

Triggered • Change in account status

Always On • Nurture programs

• Accelerate pipeline and closed- won conversions

• Remove friction from current opportunities.

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• Digital Ads • Paid Search • Paid Social • Content Syndication • Webcsts

• Targeted and personalized by account

• Emails • Phone calls • Marketing air cover

• Targeted by intent data • Personalized by account persona

• Email campaigns

• Sales/marketing emails • Phone calls • Marketing air cover • Events • Web based resource

• Targeted by deal flow, covering entire account

• Ongoing nurture: newsletter like rhythm, 1-2 times a quarter with updates, best practices, events,

Targeted by customer and intent data covering the entire account.

•

Always On • Ads • Social

Triggered • Events • Product Launch

Time-Based • Email campaigns

• Emails • Events • Phone calls • Web-based resources and

learning centers

The Folloze Engagement Rhythm®

Effective B2B marketing takes discipline. Much like getting into shape or losing weight, achieving your goals requires both consistency and action.

If you've ever embarked on fitness regimen or

set a goal to lose weight, you will know that

sporadically going to the gym or abandoning

healthy eating habits after one month will not

yield positive results.

In much the same way, effectively selling into

large and complex B2B organizations does hot

come easy or happen overnight. To succeed,

sales and marketing teams must commit,

execute the right mix of tactics -- multichannel

and multi-touch campaigns -- at a consistent

cadence over time.

Based upon this premise, we developed the

Folloze Engagement Rhythm® as a

methodology to drive sales and marketing

engagement through every step of the

customer life cycle.

• Triggered: Depending on the type of change

in account status, for example opportunity

stage.

• Always on: Some engagement methods are

applicable at all times, for instance or nurture

programs

• Time-based: Repeated cycles (executed 4-6

times a year) of outreach using chosen

engagement methods for selected audiences.

This is the first approach we'll discuss.

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We recommend timing your engagement

methods with the following:

The Engagement Rhythm® Explained

What makes the Engagement Rhythm® effective?

Everybody is playing to the same rhythm: Your entire revenue team is marching to the same drum beat of engagement, making it more effective and efficient.

A truly collaborative marketing and sales process: The relationship shifts from a lead hand-off to a joint engagement effort. Sales sees an increase in account coverage due to timely account personalized messaging and reduced friction.

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Cycle 1 Cycle 4Cycle 2 Cycle 5Cycle 3 Cycle 6

The Engagement Rhythm®

Time Based

Triggered

Customer Summit Product

Launch

Prospect Seminar

Always On: Paid Search and Paid Social

More to come on the Engagement

Rhythm® in the following chapters.

Customer Campaign

Customer Campaign

Customer Campaign Customer Campaign

Customer Campaign

The New Role Of Marketing: Activate the Sales Team

The chart above demonstrates the different responsibilities of these marketing teams across the various plays.

Attract Engage Acceler- Expand

Marketing Roles

Source

Influence

Activate

Over the past few years, the functional role of the B2B marketer has rapidly

evolved. Traditionally, the marketing team focused on demand generation

and top-of-the-funnel programs by nurturing and delivering qualified leads

to sales.

As the modern B2B sales process grew more unpredictable and traditional

demand generation efforts lost its efficacy, marketing teams were forced to

expand their job scope. Today, B2B marketers must lead and orchestrate

success -- all in service to maximize productivity of the sales force -- across

the entire customer life cycle:

campaigns that communicates the success

•

• The reason is that this strategy enables your sellers to

maintain consultative relationships with buyers, while allowing

marketing to keep a close eye on messaging, tone of voice and

adherence to brand guidelines. In essence, this evolution in

marketing’s role to that of helping to activate sellers,

empowers each function to focus on what they do best, while

providing the best engagement experience for prospective

customers.

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• Attract: Define market segments and Ideal Customer Personas (ICP);

leverage intent data within early-stage campaigns to raise awareness and

demand among high-probability prospects.

• Engage: Maintain early-stage momentum and continue moving the

customer forward in the buying process through relevant and contextual

marketing programs and content.

• Accelerate: Remove friction within the account. Shorten and accelerate

sales cycles by engaging the many decision-makers and buying centers

across a company.

• Expand: Bolster “land-and-expand” opportunities by finding new buying

centers within specific customers and executing account-specific

marketing campaigns.

Personalized Marketing Blueprint

Measuring Your Success and Progress

• Account Engagement • Decision Makers Converted • Sales Qualified Appointments • Sales Velocity • Pipline contribution by marketing, AE or ADR resources • Average Selling Price • Net Promoter Score

As discussed, the B2B marketing function has evolved beyond lead

generation and is now focused on driving sales effectiveness across

each phase of the customer life cycle. As such, measurement

metrics and KPIs must align to this new reality. Measuring the

effectiveness of your marketing programs based upon MQL

(Marketing Qualified Lead) or volume metrics of yesteryear are very

poor indicators of success.

Marketing and sales teams must realign their metrics to accurately

measure buyer intent, engagement and opportunity across each

target account or market segment. Most importantly, your metrics

should reflect the progress, impact and velocity across each stage

of the customer life cycle.

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Evolve Your Marketing and Sales Metrics

As part of the planning process, your sales, marketing and executive

teams must first achieve consensus around the metrics and KPIs that

will accurately measure success and common goals.

Using this Blueprint Without question, delivering hyper-personalized account experiences, regardless of

channel or whether an inbound or outbound motion, enables B2B enterprises to engage

customers in much deeper and more meaningful ways.

Fortunately, the Folloze Personalization Blueprint will help achieve that objective, and

we'll provide advice and real-world examples for revenue teams looking to rise above the

chaos to deliver true, sustainable, and relevant multi-channel engagement.

So, buckle up, and get ready to launch into the most

comprehensive do-it-yourself guide for creating an

out-of-this-world B2B engagement strategy!

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Engagement Play: ATTRACT

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AttractPlay

• Create brand and category awareness through thought leadership

• Capture early interest and contact information

• Build early stage pipeline

Marketing/D-Gen • Source • Influence

Sales • Minimal, as appropriate

Marketing/D-Gen • Source • Influence • SEO

Action Triggered • Events • Product Launches

Engagement Rhythm® • Email campaigns

• Digital Ads • Paid Search • Paid Social • Content Syndication • Webcsts

• Targeted and personalized by account

Engagement Play: ATTRACT

ATTRACT is the first engagement play in the Folloze Blueprint.

As an early stage activity used by the marketing team, the

Attract play is focused on capturing contact information.

As marketers, you are primarily sourcing and capturing intent by

company and actual hand-raising prospects. However, it’s also

important to remember that within enterprise accounts you may

also need to influence a wider circle of decision-makers who also

make up a buying committee or decision-making unit.

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Business Goals

Revenue Team Players

Engagement Rhythm

Engagement Tactics

Infrastructure and Data

Engagement Play: ATTRACT

Support self-service research: When doing research, customers are trending towards a self-service model. Today, buyers prefer a more consumer-type experience that is easy, offers value upfront, and demonstrates you as a trusted advisor. Remember: 70% of the journey happens before engaging any sales rep.

Personalize demand generation: In the new digital engagement era, you must proactively target specific contacts within your list of target accounts, making your demand generation efforts much more precise and personalized. Rather than reacting to a lead who fills out a form, there is tremendous opportunity for companies to put data into action. By designing experiences that are based on rich firmographic, behavioral, and intent data, you can proactively reach target contacts and offer them a personalized, relevant, educational experience.

Content packages offer more value: Independent research now shows that relevant, personalized content packages are more effective than singular pieces of content for download after a form fill.

In fact, we've noticed that visitors are 30% more likely to consume additional content from the initial engagement.

1

3

2Three Key Principles of ATTRACT Here we outline three important principles to help guide your demand generation efforts with a new engagement strategy.

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Engagement Play: ATTRACT

Business Goals

Build awareness and interest

within target accounts, lead

the conversation through your

own taxonomy, and influence

them as early as possible when

they embark on their buying

journey.

Bolster your brand recognition

in the context of the problem

you are solving: Think solution

selling.

Revenue Team Players Marketing

ATTRACT Goals:

SDRs/ Sales With the ATTRACT method, your customer-facing teams

can serve as an additional channel for your thought

leadership and brand building efforts. As long as their engagement with the market is non-promotional, there are

simple and easy ways to crank up the volume through this

channel, especially when it comes to social media.

Capture intent by company and actual hand raisers

We are mainly sourcing at this point, but it’s important to remember we need to influence wide circles of people in our target accounts

Not yet… go to ENGAGE for that portion

Source

Influence

Activate

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•

•

•

•

• Drive your audience to rely on your content for research

and track their digital

footprint with intent signal

alerts.

Make your interested stakeholders share your content with their colleagues

as the ultimate source for

their research.

Capture relevant contacts within your target accounts,

as prospects engage with

your content and marketing

programs.

Engagement Play: ATTRACT

Engagement Rhythm Always On

Triggered

Time Based

• Ads • Social • SEO

• Events • Product Launch

• Email Campaigns

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REMEMBER: The Engagement Rhythm incorporates specific marketing tactics (channels and content) and timing (time-based, triggered or always-on) for targeting each buyer or group.

Engagement Play: ATTRACT

Engagement Tactics • Ads and sponsored posts • Events • Website resource center • Physical mailers • Paid social and search • Webcasts

There are several options for spicing up your demand

generation efforts by leveraging hyper-personalized

content experiences across different channels.

Depending on the size, maturity, and resourcing of

your organization, any or all of the following tactics

below can be used in your marketing efforts today.

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Engagement Play: ATTRACT

Tactic 1: Ads, Sponsored Social Posts Why build personalized experiences as a destination for your

ads and sponsored posts you might ask?

Rich Content Provide your customer with a rich content

experience where they can explore on their own, engage

deeper to accelerate their maturity, as captured in your scoring

paradigm.

Hyper-Personalization - Targeting customers in a multi-

channel approach will only succeed if you keep a personalized,

yet consistent message across every channel. While

personalization is easy to do via email, ads typically lead to a

more generic experience. Using advanced personalization you

can make sure any visitor gets the same level of customization

independent of channel, meaning you can accomplish a

complete tailored experience even with an ad. Whether you are

targeting specific accounts, a tier of accounts, or any type of

segment, we offer a simple way to make them more personal.

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Dynamic Personalization

Engagement Play: ATTRACT

ServiceNow recently promoted their annual user conference through their BDR team using a Folloze

board. By combining BDR workflows with targeted Folloze boards, ServiceNow exceeded their

attendance targets. In the same way, our customer Marketo doubled registration to their annual

partner event by leveraging their CSMs with Folloze boards.

• The first includes richer content with videos and photos from similar previous

events allows invitees to connect with the

“vibe” of the coming event and increase

the likelihood of registration.

• You can also offer information about your company, solution, and product

to people who end up not attending the

event. Instead of losing them as bounces

from your landing page, you engage them

and keep them on the page longer.

• Leveraging historical data, you can also send targeted email invitations by

industry, role or interest with personalized

invitations to the event, emphasizing

the value of the event for the account

or segment. The goal is to drive higher

engagement and attendance at the

event.

• Lastly, there is tremendous potential to leverage your sales reps or SDRs in

the event invitation efforts to increase

registration. Sometimes we have seen

100% increases in registration. Work

with your sales team to put a link to your

Content Site on their LinkedIn profile or

email signature with an auto-personalized

contact card. They will receive insights

regarding visitors coming from their profile

via analytics and will benefit from the

ongoing fresh content you manage and

apply.

Tactic 2: Events Did you know you can run event promotions like an ABM campaign? Its true! Plus, many of our customers leverage personalization throughout the entire life cycle of an event.

Event invitation page There are multiple advantages to creating a dynamic event invitation page compared to static landing pages:

Customer Success

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Engagement Play: ATTRACT

Sending a Folloze board with the event presentation,

session recordings and photos is the perfect way to

follow up with attendees and non-attendees. We found

that photos are a great way to lure people in. Who

wouldn’t want to see their own photo? Here too, consider

leveraging sales reps in the follow up, where applicable.

During the event Consider this lovely thought: never print another

brochure, so you have one less thing to carry home (or

to the nearest trash bin) from a trade show. Instead,

use a Folloze board as a digital brochure, and

showcasing the booth, as well as a leave behind.

After the event

AudioCodes Event Campaign: At Microsoft

Ignite 2018, AudioCodes leveraged Folloze

boards on three iPads at their booth. After a

prospect conversation at the booth, the event

staff then closed the loop by sending that board

to the recent visitor directly from the very iPad

they were using. This simple trick ensured a fast

and timely follow up.

Customer Success

Customer Success

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Event Follow-Up Campaign: Riverbed Technologies

recently leveraged Folloze after their Disrupt, D.C.

event, targeted towards federal government

accounts. Folloze provided post-event marketing

content aimed at both attendees and non attendees.

The campaign generated multiple marketing qualified

leads over the two weeks following the event, even

among prospects who were not able to attend.

Engagement Play: ATTRACT

Tactic 3: Physical Mailers Physical mailers have been making a big

come back in the ABM world. The overload

of digital marketing makes physical offers

stand out and get noticed. But why not get

the best of both worlds? Add personalized

links to corresponding Folloze boards to

your postcards or packages in the form

of QR codes or vanity URLs. Each link is

unique and personalized to the recipient,

presenting them with relevant, just-in-

time valuable information.

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Folloze customers Sensus and Autodesk both executed large-

scale physical mailer campaigns that included a link to a board.

For Sensus, the mailer represented one component within a

broader campaign targeting utility prospects that did not have a

relationship with the company. For Autodesk, the physical mailer

and the accompanying board were also part of a broader ABM

strategy. Both boards were on the promotional end of the scale,

with a very clear CTA attached to them.

Customer Success

Engagement Play: ATTRACT

The buyer journey starts with

exploration around a business problem.

As such, we want to give buyers a

comprehensive package of content

that helps them define the taxonomy of

the business problem and its different

solution approaches.

Build a resource center on your website

using a Folloze Content Site. The

Content Site will allow you to manage

hundreds of assets aggregated from

every possible source that can be

consumed in one place. You also have

the option to gate specific content,

and all content is searchable, built

into multi-hierarchy filters, and is SEO

friendly. The site will become the one-

stop-shop when buyers are looking

to learn how to solve their business

challenges, and you become a resource

and a respected advisor. Feature the

resource center throughout your

website, as a whole or highlight specific

areas, and link to it from different

places on your website and other web

assets.

You can also dynamically personalize

the resource center to the visitor.

You can map content, as well as

other elements on the site, to visitor

attributes such as location, role, vertical

and even specific accounts, and Folloze

will use IP information to personalize

the page in real-time.

Tactic 4: Website Resource Centers

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Engagement Play: ATTRACT

Thought Leadership: Your social team

is probably re-tweeting and sharing

content generated by other media

outlets or authors. You should curate

and centralize that content into a

Content Site (even if the asset is hosted

on a third party website) and promote

via social and other channels. This

tactic increases traffic back to your

website property and improves

engagement and your overall thought

leadership presence.

Work with your sales team to put a link to your Content Site on their LinkedIn profile or email signature with an auto-personalized contact card. They will receive insights

regarding visitors coming from their profile via analytics and will benefit

from the ongoing fresh content you manage and apply.

A great way to promote high profile events, surveys, or reports is adding a call to action

promotion. Its as simple as creating a text call out that links to what you are promoting or if you want to be fancy, create a customer graphic with the call to action (CTA) button built in that links

to the promotion.

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Engagement Play: ATTRACT

Tactic 5: Social Media As part of your active social listening and response strategy, build a few Folloze boards around topics

that are interesting to your audience, or as a

response to a promising conversation. The content

can also be curated and surfaced from other sites and

publishers. Use these comprehensive content

packages as part of your response to social

conversations in the context of “here are some

content assets I have collected around this topic”.

Since the curated content assets are delivered

through your branded property, this tactic will elevate

your position and trust within the visitors and give

you data about accounts and sometimes even

contacts.

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As you can imagine, there

are an infinite number of use

cases that can benefit from

packaging content to support

your demand generation

efforts. Some additional ideas

include:

Engagement Play: ATTRACT

• Product Launch - assets published across a variety of

destinations (interviews on 3rd

party publications, YouTube,

Vimeo, Facebook, blogger sites,...)

and together tell one story.

• Account site - this is a pure ABM tactic for either before the initial

sale, or after, to promote content

consumption, such as success

stories.

• Partner nurturing - periodical updates to partners around your

latest content helps put your

value proposition front and center.

One of our customers increased

deal registration by 30% using

this strategy.

• Executive Briefing Center (EBC) - consider augmenting the quality

of your physical executive meeting

with a powerful digital experience,

before and after the session. This

allows your customer to continue

the journey on their own and your

team to track it.

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Additional Engagement Tactics

Engagement Play: ATTRACT

Infrastructure & Data As you execute campaigns, data plays a central role. Specifically, each personalization campaign has three data streams:

• Two input streams for building an important and universal role across the audience and to enable the entire customer journey.

• One output stream for the engagement with the campaign itself.

As you will see in future chapters, the

output stream is serving as an input

stream for future campaigns.

Audience Interest & Leads

Personalization

Campaign

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Engagement Play: ATTRACT

Content As always, when building out marketing campaigns, you need to be very conscious of the type of content you share with

customers and make sure it aligns with their customer journey. Below are our recommendations on what types of content

are best suited for the ATTRACT Engagement Play:

• Case studies, thought leadership articles, and third party

research: This content focuses

on educating by highlighting and

answering real world business

problems.

• Combine short and long form content: Depending on the

channel, by merging snackable

content like short videos and blog

posts with long form content,

people can self-select the format

in which resonates with them

most.

• Event promotion content: Events are a unique case where you can

switch from a few content pieces

for the event invitation, to many

pieces for the event follow up.

• Resource centers: These offer a large variety and allow for

exploration. Other use cases

require more editing, like a

curated package that was created

especially for the customer.

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Engagement Play: ATTRACT

• Some of the channels used

in the ATTRACT play have

limited control on audience,

hence personalization

becomes even more

important.

• In some cases we do have a

captive audience, like in a

certain online group or a

specific event. It’s

important to look for these

opportunities, as the ROI

can be much higher.

• Know the feeling when you

are looking for a new car,

and then all of a sudden

you start to notice that

same vehicle type and

color over the freeway? The

same thing happens in the

multi-channel approach

we described in the “What”

section. Use retargeting/

remarketing approaches

to leverage those various

channels.

Input Data Stream (Audience): Defining the audience and related messaging/content is of course

foundational to every successful campaign. While we won’t go into further

“how-to” detail, below we mention a few points for emphasis:

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Hyper- Personalization We identify two types of motions when discussing personalization:

• Outbound - as in email and direct mail campaigns.

In this type of motion, you

put a lot of effort in audience building and

segmentation, and from that point on, you let the

personalization engine match between the

different audiences and the messaging you created

for each. With a platform like Folloze that allows

speed and agility under corporate governance, you

can afford to create very granular messaging down

to specific accounts.

• Inbound - as in ads, social posts, etc.

In this type of motion, you leverage IP Company

mapping and feed this data into the personalization

engine. Consider auto-personalization of every

possible part of the experience - text, visuals, and

content.

Engagement Play: ATTRACT

31 / 65 Personalized Marketing Blueprint

Output data stream Segment and target key audiences for the leveraging engagement data extracted from the following sources:

• Intent - knowing which accounts

are engaging with your content is one of the

most valuable insights you will gain when you

execute your campaigns. This feeds directly

into the next stage in the framework when

prioritizing which accounts you should target

and increase your engagement efforts, as you

will see in the ENAGE, ACCELERATE, and

EXPAND plays. Naturally, accounts that

showed interest in your solution will be at the

top of the list.

• Captured contacts from gated content or

Call-To-Action clicks.

Engagement Play: ATTRACT

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Leverage intent and customer data to segment targets and execute key campaigns.

33 / 66 Engagement BluePrint

Engagement Play: ENGAGE

Engagement Play: ENGAGE

At this stage you already have strong targeting data and are ready

to engage with prospects of the highest propensity to buy, either

new logos or existing customers. Usually, you would simply provide

leads to your sales people. The reality in enterprise is that most of

these leads never get pursued in a timely fashion, which means a

huge portion of demand generation investment is wasted. Some

claim it’s north of 70%!

ENGAGE is the second play in our Personalization Blueprint and is one of the cornerstones for achieving ABM success,

34 / 65 Personalized Marketing Blueprint

EngagePlay

Marketing • Influence • Activate

Sales • Campaign execution • Follow up

• Create pipeline

• Engagement

• Emails • Phone calls • Marketing air cover

• Targeted by intent data • Personalized by account

persona

approach and is based on a highly orchestrated motion of data, content and messaging. Teams relying on old-school tactics such as aggressive telemarketing or spray-and-pray email blasts will be sorely disappointed.

During the critical ENGAGE play, the sales and marketing teams must demonstrate value and build trust with buyers. The Folloze ENGAGE Play is a new

35 / 65

Engagement Play: ENGAGE

Personalized Marketing Blueprint

Business Goals

Revenue Team Players

Engagement Rhythm

Engagement Tactics

Infrastructure and Data

• To engage in early conversations with prospective accounts that are actively in the market

Sales Team Campaign execution and customer facing

Source Capture intent by company and actual hand raisers

Influence Keep motions from ATTRACT play as air cover

Activate Package data, content, messaging and workflow for sales

Folloze Tip

36 / 65

Engagement Play: ENGAGE

Personalized Marketing Blueprint

Business Goals ENGAGE Goals:

Revenue Team Players Marketing

Consider renaming SDRs (Sales Development Reps) to

ADRs (Account Development Reps). This adjustment will

internally promote the account development process and

realign the mindset within your organization to selling into

and building trust within key accounts.

In the image below, we offer a sample of what three Engagement Rhythm cycles

might look like for an ENGAGE Play. Spanning across a 6-month time frame, the first

month cycle should be dedicated to set-up, in which you focus on your input

streams including intent, account and install base data, as well as your target

accounts. The following four months should be focused on executing highly

orchestrated and multi-channel engagement campaigns across your sales and

marketing teams.

Folloze Tip

Consider launching a Folloze content play (5-7 touches across social,

emails, calls, Folloze content sites etc). Month four is where you kick off

your second engagement cycle and begin again in the set up phase, yet this

time with your output streams MOA (?), contact details and opportunities.

Similarly to Cycle 1, in months two and three you once again run your multi-

channel campaigns leveraging your output streams.37 / 65

Engagement Play: ENGAGE

Personalized Marketing Blueprint

Engagement Rhythm In the ENGAGE play, we typically look at a rhythm of 4-6

engagement cycles that involve

both marketing and sales. The

process consists of specific prep work

across data, messaging and content, as

well as the engagement itself, and its

output. For each cycle, we suggest

selecting one or more segments.

Each segment has a built-in

sequence of touch points.

Folloze Tip

Engagement Tactics

Here, target accounts are included in

marketing outreach programs that

deliver ongoing relevant personalized

content to ensure you remain top of

mind and are trusted as a thought

leader. While the “Activate” portion

of this play is heavy on emails and

calls, the “Influence” portion is where

you want to keep a multi-channel

approach, led by marketing. Examples

of different types of outreach channels

can be found in the ATTRACT section

of this playbook, where we discussed

website resource centers, ads, social

,media, and a host of other tactics.

Source In the ENGAGE play, sourcing has already been completed in ATTRACT stage –

hooray!

Influence

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Engagement Play: ENGAGE

Personalized Marketing Blueprint

• In each cycle and for every marketing segment, the idea is to drive an orchestrated campaign combining data (audience), messaging, content and workflow.

• Start by building your target audience (see next section about Data).

• Launch a Folloze Content Play (5-7 touches) through your ADR and AE team (depending on your internal structure, stage of accounts, etc.). Continue to provide value, leveraging the content.

• ADRs/ AEs should contact recipients in parallel through

social response, social connections and phone calls to book meetings. The social venue is a good starting

point, as it’s a place where people have their guard much lower, as long as it’s not an obvious promotional InMail. Please note that it’s important to use all these channels in parallel..

• ADRs/AEs will prioritize their follow up based on engagement indicators coming from the campaign, leveraging real time notifications coming from Folloze.

• You may also want to create sub- audiences with slightly different content plays that target different personas or contact engagement stages. For example, webinar/event follow ups, actual form fillers, peers to form fillers, contacts with no pre- engagement.

Activate

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Engagement Play: ENGAGE

Personalized Marketing Blueprint

Cisco developed an entire go-to-market strategy

built around demo-day type events, which they call

“Test Drive Events”. So far, this strategy created a

9-figure pipeline for Cisco. These are SE-run events,

by engineers to engineers, leveraging a peer-to-peer

approach. Event invitations are sent to customers

by AMs and SEs, and the audience for the

invitations is built using intent and install base data.

Autodesk explored ways to solve the problem of hand-off from

marketing to sales during prospect engagement. Content boards

were selected for their ease of upkeep in both sales and

marketing, real-time analytics for named and owned accounts

reduced time intensive reporting, enabling their ABM success.

Sales and marketing were now working hand in hand to close

business in a matter of hours vs. days and weeks. In fact, with

one interaction, a salesperson was able to close an account 5

months earlier than previously anticipated.

Customer Success

Customer Success

Engagement Play: ENGAGE

Across all our customers, events, both physical and virtual,

play a huge role in the ENGAGE play. You can use event

invitations and follow ups as one of your Engagement Rhythm®

outreach campaigns. In your Folloze board for an event for

example, include information about your solution in addition to

specific event information. This way, you can increase your

chances to engage with prospects who were not able to attend,

but are still interested.

Campaign Follow Up As marketers, we expend a lot of energy launching a campaign and

sometimes neglect the post campaign follow up. The follow up

process is just as important as the campaign itself, especially when

your company is top-of-mind with engaged prospects and customers.

Event Invitations

Creating a solid process for selecting your target

accounts is key to a successful engagement strategy.

It’s imperative to focus your ADR and AE’s time on

accounts that are ready to buy and in the market for

your solution.

About Account Tiers: You may want to identify some key

accounts where the process is highly customized for above

and beyond this broader exercise, especially if you have

an existing relationship with specific history. Many of the

same steps should be followed, only highly-customized.

Data and Infrastructure

Data input stream This is NOT about individual leads, it’s about your target accounts. If you have

had discussions with specific people, met them at an event, or they came to one

of your webinars, consider them as proxies

on behalf of their organizations. Develop a list of all relevant contacts from

these accounts and continue to engage with them. Remember, it needs to be

beyond just the individuals you’ve already had discussion with, that’s an ABM

approach to the whole strategy. Random

Targeting Accurate Targeting

Folloze Tip

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Engagement Play: ENGAGE

Personalized Marketing Blueprint

Targeting should be built out of the following signals:

IP - Company mapping of anonymous visitors on your website and other digital assets.

Social activity by your target accounts. Track the relevant hashtags, associations and groups. Leverage tools like LinkedIn Sales Navigator to track specific accounts and people, or a platform like Sprinklr for social listening.

Intent signals - Consider using a service like Bombora or 6sense for intent data, as it opens a far wider view and is even more important if your air cover efforts are limited.

Contacts from your database - Contacts who filled out online forms, attended a recent in person event and/or webinar.

How do you run an account-centric process in your CRM?

• Create an account field with a field name of account stage. Include

a stage field in your CRM at account level with the following values:

Open, Working, Engaged, Opportunity, Customer, Past Customer,

Nurture, and Disqualified

• Create another field to “Score” account readiness incorporating the

various signals. It could be as simple as Ready, Warm, None or more

complex as you find suitable.

• Prior to the beginning of each engagement cycle update these

values for the coming cycle:

• Decide which of the previous cycle you will be keeping and add it to the current cycle as “working,” otherwise associate them to other stages

• Add the new targets based on readiness level

• Bring back some accounts from “park” or “nurture” stage

• Make sure every account is assigned to an account executive and an account development rep. You will need this information when executing your content plays during each cycle

Folloze Tip

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Engagement Play: ENGAGE

Personalized Marketing Blueprint

Content

Stage in the Lifecycle

Study your target list for the current engagement cycle. Are

the contacts in the list in the beginning of their journey?

Are they new to your brand? Are they further along in

the customer lifecycle? Based on your answer, select the

content that is the best fit.

Snackable vs Long Form Content

What channels are you planning to use in this cycle? Will

the audience be mostly on mobile (e.g. for social posts) or

mostly on laptops (e.g. for email)? The answer will guide

you with your content selection. Short videos and short

blog posts work for mobile, longer form content is typically

more suitable for laptops.

Promotional vs Educational

What are your business goals for the current cycle? Are

you promoting a time-sensitive event or product launch?

Are you educating your accounts about your solution?

Here, too, based on your answer, select the appropriate

messaging and content. Tip: Conversation-based content - As the name of this Play suggests, our

goal is to engage customers in conversation. As such, group your content

according to the actual conversations your reps are typically having. For

example, the efficiency of your solution is one conversation, and can

include testimonials of quick deployment and quick ROI. At the same time,

the effectiveness of your solution is a different conversation, and can

include stories of how your customers get amazing results using your

solution.

Folloze Tip

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Engagement Play: ENGAGE

Personalized Marketing Blueprint

Engagement Play: ACCELERATE

44/ 65 Engagement BluePrint

Engagement Play: ACCELERATE

AcceleratePlay

Marketing • Influence • Activate

Sales • Campaign execution • Follow up

• Pipeline accelerationand conversion

• Triggered by deal stage • Engagement rhythm® for

nurture

As we move to the critical phase of developing initial pipeline - named ACCELERATE - sales and marketing teams must unite to ensure that deals continue to progress.

Typically we tend to take a step back in this third

stage and let the AE run the show with the goal of

conversion, but as marketers, we can make a big

impact by providing the AE with the right tools and

the right content.

Our impact is even stronger if we activate the AEs

and don’t leave it to chance. And at Folloze, we’ve

seen first hand how thoughtful, non-promotional

outreach can move a deal forward or pull contacts

out of the dark.

45 / 65 Personalized Marketing Blueprint

• Sales/marketing emails • Phone calls • Marketing air cover • Events • Web based resource

Business Goals

Revenue Team Players

Engagement Rhythm

Engagement Tactics

Infrastructure and Data

• Targeted by deal flow, covering entire account

• Shorten cycles and improve conversions, and especially reduce number of discussions going dark.

• Influence the entire buying committee beyond the business champion.

• Empower your champion in her consensus building process.

ACCELERATE Goals

SDRs/ Sales Campaign execution and customer facing

Source Lightly look for additional members in the buying committee

Influence Keep motions from ATTRACT play as air cover

Activate Package data, content, messaging and workflow for sales

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Engagement Play: ACCELERATE

Business Goals Revenue Team Players Marketing

Personalized Marketing Blueprint

Engagement Rhythm The ACCELERATE play is driven to a large extent by

the opportunities that you have in the pipeline. We

can identify two main “Rhythms” here:

• On demand by the Account Executive. The marketer’s role in this case is to ensure that the AE has

the latest and greatest content readily available on

demand.

• Weekly or bi-weekly rhythm of educational email campaigns to known members of the buying

committee as well as potential members and

influencers within the account or buying center.

want to keep a multi-channel approach,

led by marketing. Examples of different

types of outreach channels can be found

in the ATTRACT section of this playbook, where we discussed ads, social, website

resource centers, and a host of other

tactics.

Engagement Tactics Source As accounts get into ACCELERATE play, don’t hesitate, keep sourcing additional conversation through ATTRACT and ENGAGE plays, unless AEs directed you differently. If you have a “do

Influence Here, target accounts are included in marketing outreach programs that deliver

ongoing relevant hyper-personalized content to ensure you remain top of mind

and are trusted as a thought leader. While the "Activate" portion of this play is

heavy on emails and calls, the “Influence” portion is where you

as a thought leader. While the

“Activate” portion of this play is

heavy on emails and calls, the

“Influence” portion is where you

47 / 65 Personalized Marketing Blueprint

Activate As mentioned on the previous page, we

distinguish between two main types of

motions - AE driven and Marketing driven.

Approach 1: AE Driven

As part of the standard sales call follow up, your AEs probably send out content to support the discussion.

The idea of ACCELERATE is to go beyond that. Consider building

ACCELERATE specific multi-touch campaigns, strictly value centric

(best practices, case studies, etc.), and train your AEs to pick the

relevant campaign, launch and target several members of the buying

committee as a way to elevate their value, build trust and relationship

with all, keep excitement high and support overall a much better

conversation.

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Engagement Play: ACCELERATE

Personalized Marketing Blueprint

Folloze customer Digium sent a Folloze board to each new opportunity with

an active sales cycle. To support this campaign, the marketing team

created template boards that reflected the company's many different

solutions. After a customer conversation, the AEs would select relevant

pieces of content from the templates to quickly build a personalized board

from within Salesforce, using a Folloze browser plugin that connects to the

CRM. This process creates uniformity and efficiency among the different

AEs. Engagement information from Folloze is then fed into their forecasting

models.

Customer Success

Approach 2: Marketing Driven Scale this process mention in tactic 1, to be

highly structured and driven by Marketing. How

would that work?

• Marketing: Once a week, collect data about all relevant accounts that moved to an active

discussion, develop a list of the relevant

contacts (champion + peers + other decision

makers and influencers) in those accounts, and

launch a Folloze content play from the AE to all

relevant contacts. For some accounts, it may be

a customized Folloze board based on what you

learned specifically in the discovery calls.

• AE: Follow up with more people as they engage with content and/ or raise their hand.

49 / 65 Personalized Marketing Blueprint

Engagement Play: ACCELERATE

Adding a timestamp to the transition

between account and opportunity stages

helps build a list that rolls over time.

Data and Infrastructure Audience -- Input Data Stream

• When driven, data collection is up to the AE, naturally. Their outreach will be triggered by the typical progress of the sales cycle.

• When Marketing driven - pull active opportunities from your CRM and enrich with additional contacts within those accounts.

Opportunity Stage Detail

50 Date Stage 0

Identify Date 12/15/2018 Identify

Discovery Date Discovery

Solution Dev Date Solution Dev

Proposal Date

Validation Date

Close Stage Date Close

Closed Won Date Closed Won

Nurture Date Nurture

Closed Lost Date Closed Lost

Identify - Unqualified Proposal

Folloze Tip

50 / 65

Proposal

Validation

Personalized Marketing Blueprint

Engagement Play: ACCELERATE

• Hyper Personalization:

• Collecting data and input for the personalization engine in the ACCELERATE stage is fairly straightforward -- we have everything we need within our CRM or Marketing

Automation Platform. We just need to remember to add any

new contacts who are added to the account and were

previously unknown.

• Hyper-personalization can be used whether it’s an AE or Marketing driven motion. If you create content packages

by a combination of stage in the customer life cycle or

sales conversations, personalization can enhance the

experience without expending significant resources.

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Engagement Play: ACCELERATE

Output Data Stream: At this stage, engagement information combined with specific

content delivers powerful insights for the AE team. During a recent

opportunity, one of our AEs received a Folloze notification indicating

that one of his prospects was actively engaged with a board. In fact,

the prospect spent a full hour on that particular board, Even though

the prospect went dark over the past few weeks, the AE knew that

the deal was indeed moving forward. In summary, data at this stage

consists real-time notifications, delivered to the AE in real-time. This

information is also available to marketing for reporting purposes.

52 / 65 Personalized Marketing Blueprint

Engagement Play: ACCELERATE

Folloze customers have been very successful leveraging content to accelerate deals and remove friction from the buying process:

• Use conversation-based content boards to stand out. Interview your sales reps to understand the conversations they are having

with prospects in this stage of the buying cycle, then frame your

content around those conversations. For example, competitive

information can be a big topic for conversation for decision-

makers. Weave differentiation topics and case studies of

customers who switched to your solution into your content

packages.

• Adding templates for the commercial discussion, like master services agreements, security questionnaire, etc. to the board. If

your prospects downloaded or engaged with these documents,

this is a clear sign for deal progress.

Content During the ACCELERATE play, you can leverage long-form content. Your prospects are doing their due diligence and will require detailed input to continue moving the sales process forward.

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Engagement Play: ACCELERATE

Personalized Marketing Blueprint

Engagement Play: EXPAND

54 / 65 Personalized Marketing Blueprint

ExpandPlay

• Customer renewal and expansion

Marketing • Influence • Activate

Sales/CS • Campaign execution • Follow up

• Emails • Events • Phone calls • Web-based resources and

learning centers

The salesperson plays an even more

significant role in this account stage

and therefore it is critical to position

them prominently. While as marketers

we typically leave much of this stage

up to our salespeople, if we use our

depth of data on actual accounts

for hyper-personalization, we can

create a whole lot more pipeline and

revenue by selling smartly to our

account base. This may include richer

data about that account that can be

used: products they’ve deployed,

their needs and upsell opportunities,

key stakeholders, etc. The account

personalization experience can

depend on those insights and be

geared to potential upsell motions,

to educate the customer on best

practices, and to nurture account

relationships.

In this Play, we’re using tactics from

other plays in the Blueprint, and again

tweaking messaging so that it speaks

to the needs of existing customers

with the potential for renewal AND

expansion across additional use

cases and departments. In the chart

below we outline the Who, What,

When, Why, and How best practices

for EXPAND.

Engagement Play: EXPAND

Our fourth and final Blueprint Engagement Play is EXPAND. This valuable play is often the most overlooked and ignored.

55 / 65 Personalized Marketing Blueprint

Business Goals

Revenue Team Players

Engagement Rhythm

Engagement Tactics

Infrastructure and Data

Triggered by renewal events and the identification of expansion opportunities.

•

Targeted by customer and intent data covering the entire account.

•

• With existing customers you have rich data that can be fed into hyper-personalizing the process:

• Install base - what products or services did they buy in the past?

• Usage and consumption of existing products, depth and sophistication of usage

• Problems - you know which problems were solved, which new problems were created

• Interests - based on digital and physical engagement • You already have a strong relationship with the users

and decision makers in the account

Specifically, when looking at the ENGAGE and EXPAND plays, both are about creating net new revenue for the company,

whether by expanding by selling more to the same buying

center or by expanding to new buying centers. As such, you

can employ similar tactics.

56 / 65 Personalized Marketing Blueprint

Engagement Play: EXPAND

• Promoting adoption and consumption through training, support, success stories, and best practices

• Achieving good coverage of your target account to uncover opportunities for expansion and increase your

reach with the customer organization

• Maintaining ongoing excitement and engagement

Sales Team Campaign execution and customer facing

Source Covered in ATTRACT play. Also with existing customers many new opportunities will be created through activation of Sales and Customer Success as described below.

Influence Keep motions from ATTRACT play as air cover

Activate Package data, content, messaging and workflow for CSMs + AMs

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Engagement Play: EXPAND

Business Goals To increase renewals and upsell the account through:

Revenue Team Players Marketing

Personalized Marketing Blueprint

Align the engagement plan of existing accounts to the Engagement Rhythm® of your company.

Some touch-points will apply to both

prospects and existing customers. Others

will be more unique to the audience and

stage of the relationship.

Two main cadences we identified are:

• Upsell/cross-sell motions - refresh your target account list every cycle and run a targeted campaign, similar to tactics used by ATTRACT and ENGAGE plays.

• Ongoing nurturing - newsletter like rhythm, 1-2 times a quarter with updates, best practices, or events.

58 / 65 Personalized Marketing Blueprint

Engagement Play: EXPAND

Engagement Rhythm

You may also want to build a campaign that

combines the two cadences together.

As a reminder: The Engagement Rhythm

typically consists of 4-6 engagement cycles

that involve both marketing and sales. The

process consists of specific prep work

across data, messaging and content, as well

as the engagement itself, and its output. For

each cycle, we suggest selecting one or more

segments. Each segment has a built-in

sequence of touch points.

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Engagement Play: EXPAND

60 / 65 Personalized Marketing Blueprint

Engagement Play: EXPAND

Engagement Tactics Source At this point in the customer life cycle, sourcing has mostly been

completed because the account is already a customer. However,

other buying centers may not be aware of your company. Your

customer success managers and account managers are tasked with

sourcing opportunities at this stage. Help them by planning

campaigns that engage their account

Customer Success

Sharing Best Practics - Best Board of the Year Every year, Folloze hosts a “Best Board of the Year” contest and invites users to submit their most popular boards and campaigns. The winner this year was a Microsoft user who submitted a public sector campaign. After announcing the winner, other Folloze customers leveraged this winning approach within their marketing campaigns. Be on the lookout for the "Best Board of the Year - 2020" call for submissions!

• In each cycle and for every marketing segment, you drive an orchestrated campaign combining data

(audience), messaging, content and workflow.

• Start by building your target audience (see next section about Data). • Launch a Folloze Content Play (5-7 touches) through your ADR and

AE teams (depending on your internal structure, stage of accounts,

etc.). Continue to provide value, leveraging unique content.

• AMs and CSMs will prioritize their follow up based on engagement indicators coming from the campaign, leveraging real time notifications

coming from Folloze.

Activate The mechanics of activation will be familiar at this point:

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Engagement Play: EXPAND

Influence During the ENGAGE play, target accounts are included in

marketing outreach programs that deliver ongoing relevant

hyper-personalized content to ensure you remain top of

mind and are trusted as a thought leader. While the

“Activate” portion of this play relies heavily on emails and

calls, the “Influence” portion is where you want to keep a

multi-channel approach, led by marketing. Examples of

different types of outreach channels can be found in the

ATTRACT section of this playbook, where we discussed website resource centers, ads, social ,media, and a host of

other tactics.

62 / 65 Personalized Marketing Blueprint

Customer Success

Microsoft and Autodesk: Internal Advocacy Campaigns

Both Autodesk and Microsoft leveraged champions within their customer accounts to help disseminate content internally. They took advantage of the trusted advisor status of these champions among their peers. Both accounts significantly increased their account coverage scores as an initial result, expanding the reach and building lists of new contacts. More importantly, both Microsoft and Autodesk were able to demonstrate contribution to pipeline. Want to take it a step further? Provide your champions with a Folloze login – this will allow them to update their own organization's contact emails.

Customer Success

Cisco - Upsell and Tech Refresh

For networking giant Cisco, Folloze helped give birth to a very successful rhythm campaign refreshing "end-of- life" equipment. An end-of-life conversation with a customer is never easy. The customer doesn't necessarily have a good reason to upgrade, but the vendor has an obvious incentive to upgrade the customer, both from a revenue stream and support point of view. Cisco made it easier for the sellers by, first, provide them with a dashboard, on a Folloze board, of their accounts that are candidates for refresh. Second, they provided the sellers with a content package that highlights the value they can derive from upgrading. This campaign created a 7 figure pipeline and started a new era of customer engagement at Cisco.

Engagement Play: EXPAND

Personalized Marketing Blueprint

Engagement Play: EXPAND

663 /65 Personalized Marketing Blueprint

Customer Success

Demo Days and Hackathon: Cisco One of the great ways to advance a deal is by inviting customers to a highly targeted and hyper-personalized event. But this is also a great way to uncover expansion or cross-sell opportunities within your existing accounts. This use-case is why Cisco is inviting customers to “Test Drive” events. These are peer-to-peer events (in their case, engineer-to-engineer), where sales engineers take the customers hand in hand through the transition from hardware-based networks to software-defined networks. These events enjoy over 50% requests for follow up and advanced sales conversations and are bringing Cisco 7 figure pipeline on an ongoing basis. Event invitations and event follow-ups are done using Folloze - sellers use Folloze to invite their accounts to the event. Marketers use the on- behalf motion to follow up on behalf of the SEs post-event.

Customer Success

The Online Newsletter is Reinvented: Microsoft If you are anything like our next customer at Microsoft, you probably haven’t opened a newsletter email in years, even from vendors and brands that you enjoy following. Typically those emails end up in promotions folders, and we forget they are even there. But imagine an email newsletter that is just a few lines with a link to a curated, personalized content experience. And it’s being sent from my account manager, and maybe that account manager even recommends a specific piece of content because she knows it’s trending right now. The chances for me to open this newsletter just became much higher -- which is the ultimate goal of the “Monthly Microsoft Highlights” campaign. And guess what, multiple opportunities were created from those newsletters.

SUBSCRIBE

• Account coverage: Depending on sales segment, account managers may own anything from a few named accounts to tens and hundreds in

commercial tiers, or more if this is a territory-based segment. Ideally

you want each account to be touched at least once every two months.

Build your ongoing rhythm by segment/ region.

• Expansion within existing buying centers: These are your customers, you know them best - what they bought, how much they use it, what

stage of maturity they are. This is a play where data is extremely in your

favor, allowing you to segment very accurately. At some accounts it’s

about promoting usage, at others it’s about upselling or cross-selling a

different product.

• Expansion across buying centers: Leverage customer success in some areas to communicate with other business

units not in touch yet. It’s important to map those and create

specific Engagement Rhythms® for these contacts, using the

same plays as in ATTRACT and ENGAGE.

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Engagement Play: EXPAND

Data and Infrastructure

Data in

Thank you! To learn more, visit www.folloze.com

© 2020 Folloze

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