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Account Targeting & Strategy
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Braiden Ludtka
ExtraHop Networks
Barry Smith
Equinix
Kathy Mammon
INTTRA by E2open
Braiden Ludtka
Campaign Marketing Manager
Braiden Ludtka joined ExtraHop’s marketing team shortly after graduating from college and was promoted to Campaign Marketing Manager within six months to help drive success within the company’s account-based campaigns.
Prior to Ludtka’s promotion, ExtraHop’s display advertising was not performing well, and the marketing team needed to better engage target accounts by delivering content based on where buyers were in their journey. Using engagement data, Ludtka further segmented the company’s accounts into five different groups by product line to determine where that account was in the buying stage. Each group was assigned a tier (0-3), and using this information, Ludtka worked with ExtraHop’s product marketing team to determine different content that would resonate with accounts at each buying stage.
This approach has resulted in an increase in all key metrics in addition to boosted engagement with content. ExtraHop’s focus accounts are also spending more time on its website once they click on an ad. To date, average time on the company’s website has increased by 85% and is nearly double the amount of time that was spent on a page prior to the implementation of this strategy. Additionally, since the display ad strategy has been reworked, impressions increased 525% from 2017 to 2018 and have further increased another 4% in the first half of 2019. Clicks have increased YoY 500% from 2017 to 2018 and in 2019.
Since her promotion, Ludtka has worked to help plan, execute and grow ExtraHop’s ABM campaigns by working cross-functionally to utilize content in new ways. She has streamlined campaign execution to create repeatable and successful campaigns that allow for increased account personalization.
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Barry Smith
Director of Marketing Development & Global Vertical Marketing Strategy
As Director of Marketing Development and Global Vertical Marketing Strategy at Equinix, Barry Smith has a strategic mind and excels at articulating the business value of his company’s account strategy plans created to target the best accounts.
Equinix was looking to aggressively grow its business by focusing on 15,000 accounts that would benefit from its global interconnect platform. The company had a strong value proposition, but in order to prove it, it needed the right tech and IT spend intelligence to tailor the approach. Critical pieces of the puzzle included insights into how much these accounts spent on their networks, data management, security, web services, hardware and operating systems. Equinix also wanted to know what related hardware and software it already installed.
The company created a predictive machine learning model that would use its existing customer base to try to identify top targets. With IT spend and tech ecosystem intelligence from HG Insights, Smith and his team developed detailed account strategy plans that are now used to access accounts sooner and establish larger deal sizes right from the start. The insights provided Equinix with a view of its prospects and customers that it hadn’t seen before. The company was ultimately able to better understand every single one of its targets — whether they’re customers or prospects — and what their footprint is as far as the applications they use and their associated spend.
These plans provide a detailed map of all the networking related hardware, software and services an account currently has and spells out the dramatic cost savings and performance increases prospects can realize by using the Equinix platform. Thanks to this account selection and prioritization approach, Equinix can now penetrate high value accounts sooner and land larger deal sizes. Results include a compressed sales cycle, higher price points and lower churn.
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Kathy Mammon
Director of Demand Generation
As a demand generation marketer with 14 years of B2B marketing strategy and campaign execution expertise, Kathy Mammon, Director of Demand Generation at INTTRA by E2open, has built a career focused on innovation and growth, determined to stray from the status quo. In the past year, she has been recognized as an emerging thought leader in demand gen marketing on EmergingThinkers.com, was featured in Stensul’s “Marketing Masters: The Future of Demand Generation With Kathy Mammon” and was spotlighted in Heinz Marketing’s “How I Work” series, which highlights B2B business leaders. Additionally, Mammon has won the Killer Content Award three times.
INTTRA by E2open has positioned itself as the go-to provider for booking and shipping instructions for many of the world’s largest ocean logistics companies. However, driving market share with SME required a more innovative approach. Mammon looked to validate whether the marketing team could reach SME businesses that drive action through an integrated, low-cost, digital ABM campaign — something they hadn’t yet been able to accomplish.
Mammon led the new marketing approach with her team and utilized multiple technologies that spanned five test scenarios over a six-week period, with each group receiving an orchestrated series of touchpoints. She built the entire campaign strategy, including the development of goals, targeting, segmentation, cadences, creative and budget, while simultaneously tracking performance through weekly reports.
The launch of the ABM campaign ultimately resulted in a 42% increase in U.S. product registrations, directly from the SME targeted accounts, and opened up the door to a $47 million market. The campaign successfully positioned the company to hit its annual target of driving 25% of SME registrations in 18 weeks, shortening the time to goal by 65%.
Innovator of the year
