Zendesk ABM Playbook

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Welcome to

Zendesk ABM Playbook for Retail

Contents What ABM means for Zendesk

Account Selection

Audience Understanding and Messaging Strategy

Creative Concept

Content, Media and GTM Strategy

ABM Measurement and Reporting

Best Practices for ABM Implementation

Defining ABM

How we define ABM

1:1

1:Few (10-25)

1:Many (>50)

High personalisation and customisation for high-value individual accounts with a focus on relationships and engagement

Taking a common approach to small groups of accounts that share similar needs & challenges, with a moderate approach to personalization

Using tech and data to segment and personalise experiences at scale

Our guiding principles

Collaboration From the core marketing team through the digital, solution, Sales and beyond, it’s critical that we come together to build and execute a plan that we all believe in and want to make a success.

Co-responsibility Shared responsibility (marketing and sales) for driving results, tracking and reporting of success to ensure that we’re driving the right outcomes.

Commitment ABM is a commitment and we need to ensure engagement from all stakeholders, especially as the campaign launches into market.

Customer-first We always start with the customer first. What are the challenges they are facing, what are they trying to achieve as an organization, what might they not have thought of yet?

Creative Creativity and customer centricity will be behind all our success. We need to nurture and develop this to make sure we show up in front of our prospects in the most impactful way.

Account Selection

Picking the right accounts

Industry: Retail

Segment:

General Retail

Segment:

Home Improvement, Furnishings, & Office

Supplies

Segment:

Automotive Dealers & Parts

Our ABM pilot program will focus on 4 segments of retail accounts.

This breaks down into a general retail cluster, as well as three sub-clusters where a more bespoke story and message can be communicated.

Relationship: Net-new Prospects

Segment:

Fashion/Apparel, Accessories, &

Beauty/Personal Care

How we arrived at our segmentation The chosen sub-clusters represent areas where we have good opportunities, strength of story,

and strong customer references.

We analyzed the initial account list to ask the following questions:

Which accounts can we win with?

Where do we need a

differentiated value prop due to unique business circumstances?

Which accounts only have

minimal retail operations?

From there we were able to land on a final account selection with the following breakdown:

Segment:

General Retail

Segment:

Home Improvement,

Furnishings, & Office Supplies

Segment:

Automotive Dealers & Parts

Segment:

Fashion/Apparel, Accessories,

& Beauty/Personal Care

89 accounts 49 accounts 21 accounts 73 accounts

Which accounts are showing high

intent/MQA scores?

Audience Understanding &

Messaging Strategy

Objectives and Key Strategic Initiatives

What’s in the way of making progress How Zendesk can help

What we know about our Retail audience

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• •

•

Outcomes we drive for retailers

•

• •

•

Messaging Hierarchy

GENERAL RETAIL STORY

BRAND STORY

RETAIL SUB-CLUSTER STORIES

Messaging Foundation

Each audience cluster has specific messaging that ladders up to "small moments, big wins" and ties into what they're challenged by, how they think, and why Zendesk will be a great partner for them.

Based on that foundation, we created two key messages for each audience cluster.

Those key messages are internal- facing "jumping off points" for shaping audience-facing communication, including ad headlines, emails, print collateral, social posts, etc.

Messaging Foundation

General Messaging Foundation

What is it? (Zendesk for retail – general)

Who is it for? (The target audience, what they think, what they're challenged by)

Why do they want it? (Value prop)

• Better their margins through increased productivity by empowering employees and customers to achieve more.

• Realize the potential of merged online and offline channel.

• Drive profits with unique customer experiences.

• Employ happy, productive agents. • Break the barriers to innovation & flex with

market demands.

Zendesk partners with retail businesses to help them create simple, frictionless experiences for customers (and the agents helping them) at every point along their buying journey, resulting in a smooth and satisfying customer experience. With a unique combination of innovative products, deep CX experience and industry leading expertise, Zendesk helps turn CX into a defining, valued brand pillar, driving loyalty and profit.

Today’s retailers face a sweeping set of challenges stemming from supply chain interruptions, global strife, and an unpredictable economic landscape. What’s more, these challenges are scaffolded by evolving customer expectations for omnichannel experiences and quick, efficient service. Businesses are on the lookout for technology that can help them optimize business operations, while delivering exceptional experiences for customers and employees alike.

“Small moments, big wins.”

KEY MESSAGE

Exceptional service, even in exceptional times

You can’t control the future. But you can provide excellent customer service—no matter what that future holds.

With Zendesk, you get a partner with the expertise and experience to help you solve any customer challenge that comes your way, today and tomorrow. We’ll help you innovate every point in their buying journey, so that no matter what happens, your customers will know they can always rely on you for the frictionless service they deserve—whenever and wherever they need it.

These days, there are so many customers to help, questions to answer, and platforms to monitor. And with so many forces shaping the retail industry, it can feel like a lot for any customer service agent to manage every day.

Zendesk makes it easy for them to keep up with it all. We can help you innovate and improve communication for every piece of the customer journey, empowering your agents to have organic customer conversations, wherever they pop up. With all the right customer and business data at their fingertips, agents can offer a level of service they’ll be proud to provide—and that turns customers into devotees.

KEY MESSAGE

Empowered employees, overjoyed customers

Home Improvement Messaging Foundation

What is it? (Zendesk for retail – home improvement, furnishings, office supplies)

Who is it for? (The target audience, what they think, what they're challenged by)

Why do they want it? (Value prop)

• Better their margins through increased productivity by empowering employees and customers to achieve more.

• Realize the potential of merged online and offline channel.

• Drive profits with unique customer experiences.

• Employ happy, productive agents. • Break the barriers to innovation & flex with

market demands.

Zendesk partners with home improvement, furnishings, and office supply businesses to help them create personalized, frictionless experiences for customers (and the agents helping them) at every point along their buying journey, resulting in a smooth and satisfying customer experience. With a unique combination of innovative products, deep CX experience and industry- leading expertise, Zendesk automates communication at key touchpoints (like delivery tracking and notifications, appointment scheduling, large item support, and inventory management, as well as proactive post-purchase engagement) and connects it – providing a complete view of the customer, empowering agents, and ultimately resulting in CX that is a defining, valued brand pillar that drives loyalty and profit.

Today's competitive landscape, price wars, seasonal spikes, and shrinking margins make it essential for this audience to improve productivity, efficiency, and their customer experience. Because customers are research-oriented and lean toward DIY, they need expertise and guidance exactly when they want it. Scaling this type of personalized service is a challenge, as is managing communication around scheduling and inventory.

“Small moments, big wins.”

KEY MESSAGE

Provide a DIY+ experience

More customers want to do more things on their own: research, appointment management, delivery scheduling. They want to find the right solution—then implement it themselves.

Zendesk provides the products and deep CX experience you need to provide the frictionless, fast, and easy service DIY customers want. We can help you build comprehensive customer views while you automate communication in your customer experience, including for key self-service touchpoints like delivery tracking and appointment scheduling. You’ll have everything you need to help your customers create the spaces they want, on their terms.

They got this. (And we got you.)

For most of us, a DIY attitude only gets us so far—eventually, we’re going to need a little guidance.

Zendesk’s deep CX experience and products can equip your customer service agents to provide the right guidance and expertise when customers need it, so projects stay in motion. When support is this frictionless, and when they trust you to be there for them at every turn, there’s no reason for customers not to dream bigger. (Maybe it is time to build that treehouse.)

The result? Customers will know they can rely on you to help them get the job done right, every time.

KEY MESSAGE

Drive loyalty with every project

Fashion / Beauty Messaging Foundation

What is it? (Zendesk for retail –fashion/ apparel, accessory and beauty/ health )

Who is it for? (The target audience, what they think, what they're challenged by)

Why do they want it? (Value prop)

• Better their margins through increased productivity by empowering employees and customers to achieve more.

• Realize the potential of merged online and offline channel.

• Drive profits with unique customer experiences.

• Employ happy, productive agents. • Break the barriers to innovation & flex with

market demands.

Zendesk partners with fashion/apparel, accessory, and beauty/health businesses to help them create personalized, frictionless experiences for customers (and the agents helping them) at every point along their buying journey, resulting in a smooth and satisfying customer experience. With a unique combination of innovative products, deep CX experience and industry leading expertise, Zendesk automates communication at key touchpoints (like virtual try-ons, returns and inventory, as well as proactive post-purchase engagement) and connects it – providing a complete view of the customer, empowering agents, and ultimately resulting in CX that is a defining, valued brand pillar that drives loyalty and profit.

The demanding nature of the fashion and beauty industry – including an intensely competitive landscape, shifting seasonal interests, ever-changing consumer preferences and challenging price modeling – makes it essential to for this audience to stay agile, innovative, and customer-centric in order to thrive in the market.

“Small moments, big wins.”

KEY MESSAGE

Increase customer loyalty in every season

In an industry that is forever focused on "the next thing,” fashion and beauty retailers must be forward-looking and flexible to stay relevant. Clunky or siloed technology slows customer service communication down, results in "hidden" costs from mismanaging inventory and returns, and impacts customer experience—which, in a crowded field, can be a significant hit to your bottom line.

Zendesk provides the expertise, experience, and products to help you scale personalized service and allow your teams to focus on the high impact tasks that drive the business. Together we can make every moment in your customer experience a joy, turning customers into fans. Because no matter what the season is, customer loyalty looks good on you.

With customers coming at you from every direction, taking care of them can feel almost impossible. Add to that the increasing number of channels and systems that are duct-taped together, and the amount of work it takes to handle one shopper’s request becomes overwhelming, inefficient, and frustrating.

With Zendesk, fashion and beauty retailers get an experienced partner to help them have more successful, organic conversations with customers, across online and in- person experiences. Your business will stay in sync with shoppers at every moment of their journey and on the pulse of what they want—so that retailers can easily set the trend in customer service (and in their industry, too).

KEY MESSAGE

Always on pulse keeps you ahead of the trend

Auto Dealers / Parts Messaging Foundation

What is it? (Zendesk for retail –automotive dealers and parts)

Who is it for? (The target audience, what they think, what they're challenged by)

Why do they want it? (Value prop)

• Better their margins through increased productivity by empowering employees and customers to achieve more.

• Realize the potential of merged online and offline channel.

• Drive profits with unique customer experiences.

• Employ happy, productive agents. • Break the barriers to innovation & flex with

market demands.

Zendesk partners with automotive dealers and automotive parts businesses to help them create personalized, frictionless experiences for customers (and the agents helping them) at every point along their buying journey, resulting in a smooth and satisfying customer experience. With a unique combination of innovative products, deep CX experience and industry leading expertise, Zendesk automates communication at key touchpoints (like parts delivery, inventory management, proactive warranty/recall support and service history and appointment management) and connects it – providing a complete view of the customer, empowering agents, and ultimately resulting in CX that is a defining, valued brand pillar that drives loyalty and profit.

In today's rapidly evolving landscape, our audience faces ongoing pricing pressures and customer service expectations, new regulations and compliance requirements, and more, making it essential for them to improve productivity, efficiency and their customer experience. With a customer base that is brand and model specific, appreciates knowledgeable staff around maintenance and repairs, and often have time-sensitive needs, being able to scale personalized, knowledgeable service is key.

“Small moments, big wins.”

KEY MESSAGE

Working together for a smooth CX ride

In the automotive industry, there are no small parts: everything has to work perfectly, and work together—or it doesn’t work at all. That’s true of customer service communication, too, especially as expectations change and technology is integrated into the experience.

Zendesk has the expertise to help you innovate for a customer experience that stands out, even as the industry evolves. We’ll help you build unified customer views across in-person and online experiences, so you can stay in sync with customers every moment of their journey. Together, we’ll make sure that every part of your customer experience works perfectly, so every moment is a joyful one for customers.

When it comes to automotive parts, knowledge is key: knowing which part does what. Where it goes. And what the customer really needs. Amid supply chain constraints and changing customer expectations, it’s more important than ever to equip your agents with the knowledge they need to provide a customer experience that outpaces your competitors’.

Zendesk makes it easy to put your agents in the driver’s seat. They’ll have all the data they need at their fingertips so they can make the right recommendations, accurately answer questions, and provide personalized service at every intersection where your business and customers meet.

KEY MESSAGE

Knowledge that scales

Creative Concept

If the messaging foundation is the WHAT, then the creative concept is the WHY. It provides an anchor story to our campaign, so all messages and visuals are aligned to one hook that speaks to our audience

This campaign concept focuses on articulating a strong messaging and visual identity that is relevant to retailers. While the visuals are designed to cut across all types of retailers, there are messaging variations at the sub- cluster level that allow us to personalize our value proposition to those priority sub-clusters through our words.

Creative Concept The story We all run into problems that shouldn’t be big deals. But in the wrong set of circumstances, they erupt. What was supposed to be easy just—isn’t. And suddenly something benign is catastrophic.

The thing you’re looking for is sold out? The bookshelf you purchased is missing assembly instructions? You need to return something in person when you ordered it online?

All pretty common. All (should be) easily resolved. But all of them, if they’re mishandled, will end up as huge problems—for you and your customer. Suddenly, your shoppers are angry. You’re getting lambasted. Nobody is happy.

And the actual big deals?—(where is my wedding dress I’m getting married tomorrow!)—those don’t get your full attention. Because they can’t.

At Zendesk, we know that every small problem has the potential to turn into a really big deal—which is why every moment is a big deal to us. That way, all the moments that come up for your customers turn into moments of joy.

Small moments, big wins.

Portraits, branded Zendesk (background or clothing)

Authentic, real, joyful.

Cluster specific without going overboard (i.e. no hardhats, paintbrushes, etc.)

Ad examples Industry 01: General“Exceptional service, even in exceptional times”

Industry 02: Home Improvement “Provide a DIY+ experience”

Industry 03: Fashion/Beauty “Increase customer loyalty in every season”

Industry 04: Automotive Dealers and Parts “Working together for a smooth CX ride”

Imagery

Grid layout, simple to produce

Story

Layout

Ladders up to key message

Scalable architecture that expands and contracts, depending on layout / size

Go-to-Market Strategy

GTM Strategy

Content Approach

Content Approach | Content Framework

How to think about content creation for this program Content in this 1:Many ABM program

serves three primary purposes: to

inform, educate and inspire.

In the following pages, you will see

how we apply this method across how

current content can be leveraged and

identifying the gap to build new

content assets as well.

Articles –

Infographics –

Podcasts –

White Papers –

Explainer Videos –

Blogs –

Animations –

A Day In The Life –

eNewsletters –

Feature Guide –

Describe your

expertise

Informing the unaware

• Describe your expertise.

• Position Zendesk as an expert in your field

& create the opportunity for the customer

to see that his/her performance could

be improved.

• Provide guidance around problems you solve.

eBooks –

Solution Guide –

Trend Reports –

Playbooks –

Comparisons –

Workbooks –

Webinars –

Ask the Expert –

Case Studies -

Virtual Demos –

Survey/Quiz –

Testimonials –

ROI Calculators –

Business Case Builders –

Assessment Tools –

Requirement Guides –

Customer Training –

Implementation Roadmap -

Interactive Decision Tree –

Educating the Curious

• Describe who you help and how.

• Announce relevant developments

(product launch, solution updates,

acquisitions, etc.)

• Provide perspective on relevant trends,

challenges and solutions.

Inspiring the Interested

• Inspire the customer to solve his/her

problem – to take action.

• Show the customer what could be, what

others have done, what is possible when

working with you.

• Remove risks of taking action.

Describe who

you help and

how

Inspire customers

to solve their

problems

ABM Content Recommendations | Leveraging Current Retail Content Assets RETAIL-FOCUSED

Title Description Format Funnel Stage Gated?

Trend Reports

State of Retail CX 2023 Actionable insights and tips tailored to retailers on creating connected customer experiences; includes some customer stories PDF Awareness Y

State of Retail CX 2023 30 second video with stats from the guide and wraps with a cta of "find out how to power up your retail cx" Video Awareness

Three Hottest Trends in E-commerce Provides definitions for 3 e-commerce trends and ends with a cta to 'be part of the digital transformation' Video Awareness

Top retail trends to watch: Omnichannel CX Stats around omnichannel CX pulled from Zendesk research report and from McKinsey Blog / Infographic Awareness

Experience Matters: The future of CX 3-page guide featuring insights from Robert Richman, co-creator of Zappos Insights. PDF Awareness

Whitepapers

Retailers need immersive CX to meet customers expectations in 2023

Gary Drenik of Forbes interviews Marilee Bear (VP of Enterprise at Zendesk) about immersive CX and specifically why retailers should invest in delivering

personalized experiences Blog Awareness Y

Webinars

Webinar: AI in Retail: Transform CX into your competitive advantage

Co-hosted between Zendesk product marketing and sales alongside AWS Global Head of Digital Commerce Webinar Awareness Y

Webinar: How retailers can deliver fluid CX across channels

Webinar presentation deck ready for any speaker to record speaks to best practices to build fluid experiences across channels and spaces and uses

Home-Buy as a case study, also includes some additional logos by region as further proof points/testimony for working with Zendesk

Webinar Awareness Y

Demos

Zendesk demo: Home-buy: Manage loyalty programs, refunds and back-office

collaboration

Video showing how Zendesk can help customers feel valued while giving agents a unified view of the customer Video Exploration & Evaluation

Infographics

CX Trends 2023 Infographics Value offer of key findings from the report tailored to user (based on region, industry and business size) Infographics Awareness

https://www.zendesk.com/blog/retail-cx-report/?ungated=true https://www.youtube.com/watch?v=iGWkkhvdUfE https://www.youtube.com/watch?v=FY54LxTYI0o https://www.zendesk.com/blog/omnichannel-retail-cx-infographic/ https://zen-marketing-assets.s3.us-west-2.amazonaws.com/pdf/AMER/_Experience+matters_+The+future+of+CX.pdf https://cxtrends.zendesk.com/ https://cxtrends.zendesk.com/ https://player.vimeo.com/video/820633200 https://player.vimeo.com/video/820633200 https://zendesk.wistia.com/medias/ohfmjej03j https://zendesk.wistia.com/medias/ohfmjej03j https://zendesk.wistia.com/medias/ohfmjej03j https://cxtrends.zendesk.com/infographics

ABM Content Recommendations | Leveraging Current Retail Content Assets RETAIL-FOCUSED

Title Description Format Funnel Stage Gated?

Case Studies

Staples Canada pairs Zendesk with MaestroQA to empower agent success

Case study for the Home Improvement, Furnishings, & Office Supplies segment.

Blog Exploration

Zendesk Startup CX Awards: Mila Cares

Lights4fun + Zendesk: Powering proactive service

Smooth returns; return customers

Zendesk aids Lush in its drive to grow through ethical values and positivity

Case study for Fashion/Apparel, Accessories, & Beauty/Personal Care segment.

Le Tote increases agent productivity by 3X to handle a sharp spike in ticket volume

Miinto + Zendesk: Innovative, multi-lingual support for both retail customers and

marketplace clients

Honeylove shapes its success with CX data and SMS innovation

Carsales finds more agility, better data and 30:1 deflection by moving to Zendesk

Case study for Automotive Dealers & Parts segment. Edmunds tackles 50% of CX volume with

personalized cha

https://www.zendesk.com/customer/staples-canada/ https://www.zendesk.com/customer/staples-canada/ https://www.zendesk.com/customer/mila-cares/ https://www.zendesk.com/customer/lights4fun/ https://www.zendesk.com/customer/lights4fun/ https://www.zendesk.com/blog/smooth-returns-return-customers/ https://www.zendesk.com/customer/lush/ https://www.zendesk.com/customer/lush/ https://www.zendesk.com/customer/le-tote/ https://www.zendesk.com/customer/le-tote/ https://www.zendesk.com/customer/miinto/ https://www.zendesk.com/customer/miinto/ https://www.zendesk.com/customer/miinto/ https://www.zendesk.com/customer/honeylove/ https://www.zendesk.com/customer/honeylove/ https://www.zendesk.com/customer/carsales/ https://www.zendesk.com/customer/carsales/ https://www.zendesk.com/customer/edmunds/ https://www.zendesk.com/customer/edmunds/

ABM Content Recommendations | Leveraging Current Retail Content Assets INDUSTRY AGNOSTIC

Title Description Format Funnel Stage Gated?

eBooks

Manage costs, support growth, and drive retention during an economic slowdown

An eGuide for CX leaders to adapt you customer service when facing uncertainty, addressing 5 key challenges with use cases. PDF Awareness Y

How established companies win with digital transformation

eGuide for large companies looking to undergo digital transformation with data from Zendesk benchmark. PDF Awareness

How larger companies can score a competitive advantage in CX

A playbook that gives advice on how to achieve business agility for mid- market and enterprise businesses. PDF Awareness

Third-Party Reports

2021 Gartner Magic Quadrant for the CRM Customer Engagement Center

Magic Quadrant evaluates 16 CRM CEC (customer engagement center) vendors to help application leaders find the solution that best meets their

current and long-term needs. PDF Awareness/Exploration Y

Zendesk Forrester TEI A Forrester report on total economic impact study and potential ROI from implementing Zendesk. PDF Evaluation

ROI Calculator

ROI Calculator ROI calculator that lives on the buy plan page, and buyer enters details with ability to download PDF of their results. Website Embed Evaluation Y

Webinars

CX Accelerator webinar Webinar reviewing survey findings from 5k CX leaders on what it takes to scale new heights in CX, including a strategic workbook. Webinar/Video Awareness Y

Deliver Great Employee Experiences A 40-minute webinar recording discussing the intersect of employees and CX, with 451 Research interviewing CIO of Zendesk. Webinar/Video Awareness

Company Reports

2023 Global Impact Report Fourth annual Global Impact Report that shows Zendesk’s decisive actions in 2022, sharing program toward ESG goals. PDF Evaluation

Demos

Interactive Tour Add an easy-to-access interactive tour to the homepage. Website, interactive Exploration

Demo Hub Web demo with 4 streamlined steps, including different tours based on use case. Website, interactive Evaluation Y

https://d1eipm3vz40hy0.cloudfront.net/images/AMER/Zendesk-CX%20ebook-V1_D2.pdf https://d1eipm3vz40hy0.cloudfront.net/images/AMER/Zendesk-CX%20ebook-V1_D2.pdf https://zen-marketing-content.s3.amazonaws.com/content/Zendesk%20Enterprise_Digital%20Transformation_D3.pdf https://zen-marketing-content.s3.amazonaws.com/content/Zendesk%20Enterprise_Digital%20Transformation_D3.pdf https://web-assets.zendesk.com/pdf/Agility_Enterpise_Playbook_v3.pdf https://web-assets.zendesk.com/pdf/Agility_Enterpise_Playbook_v3.pdf https://www.zendesk.com/blog/gartner-customer-service-ai-benefits/?ungated=true https://www.zendesk.com/blog/gartner-customer-service-ai-benefits/?ungated=true https://www.zendesk.com/blog/total-economic-impact-of-zendesk/ https://www.zendesk.com/suite-roi-tool/?_ga=2.127284941.153282662.1692150058-1369630796.1692150057 https://hopin.com/events/cx-accelerator-amer/registration https://event.on24.com/eventRegistration/console/apollox/mainEvent?simulive=y&eventid=4137763&sessionid=1&username=&partnerref=&format=fhvideo1&mobile=&flashsupportedmobiledevice=&helpcenter=&key=BB4F622296C5777FA2C555223F185743&newConsole=true&nxChe=true&newTabCon=true&consoleEarEventConsole=false&text_language_id=en&playerwidth=748&playerheight=526&eventuserid=628791528&contenttype=A&mediametricsessionid=538671002&mediametricid=5835207&usercd=628791528&mode=launch https://web-assets.zendesk.com/pdf/p-social-impact/Zendesk-Global-Impact-Report-2022-en-EN.pdf?_ga=2.94395736.553440419.1692150983-424879082.1692150983&_gl=1*19ff7pi*_ga*MTM2OTYzMDc5Ni4xNjkyMTUwMDU3*_ga_FBP7C61M6Z*MTY5MjE1MDA1Ny4xLjAuMTY5MjE1MDk4My42MC4wLjA.

ABM Content Recommendations | Building Net New Content Assets

Suggested Topics Funnel Stage Description of Content Asset Why it Works

Competitive Comparison Exploration A guide that consolidates data from third party reports, reviews, and win/loss reports to identify the best providers for certain tasks, leaders in specific areas, etc.

Buyers appreciate transparent information on the pros and cons of certain providers and will likely purchase from brands they already know. Positions Zendesk as a market leader.

How to Evaluate & Select Customer Service Solutions Evaluation

An unbiased eGuide to help buying groups look at the right criteria for selecting not only specific tools for the job to be done, but also the best provider for their unique needs.

Software purchasing is a very complex process, and some teams don’t know where to start or which providers to select.

Rip & Replace Testimonials Evaluation Revamp testimonials to feature customers who replaced a competitor with Zendesk. Helps buyers overcome the fear of moving/changing providers.

How to Measure Success Conversion A blog post or checklist that helps teams identify criteria to look for when evaluating the success of their technologies and programs. This could also be utilized as an accompanying asset for pilot programs/trials.

One of the biggest challenges in implementing a new platform is the ability to report on its success. This will instill confidence among buyers on what to hold Zendesk/themselves accountable for.

Zendesk Implementation Guide (Speed to Value) Conversion

An eGuide or slide deck that prepares teams for implementation including topics such as what to know for implementation, who to hire/ new resources needed, etc.

Buyers want the after sales experience before the sale is made, and they want to know what implementation/integration will look like post purchase.

Business Case Builder & Assessment Conversion

Equipping the buyer with a slide pack (template) they can utilize to present the business case to their organization and get internal buy in / budget approval for example. This could also be a more in-depth exercise where buyers share their core success metrics and Zendesk can show them or workshop with them what their return could be.

Helps buyers sell in Zendesk to other stakeholders such as executive leadership or the board. This shows a lot of empathy in understanding buyers are too busy to make a case for new technology purchases.

Interactive Plan Quiz Evaluation Turn the “Plan Quiz” into an asset that helps buyers determine which plan is best for them. Ability to provide buyers with relevant recommendations while also gathering pertinent sales data.

Much of Zendesk’s current content assets are successful at driving awareness; however, we could benefit from creating more mid to lower funnel assets that will help build confidence in the buying group to make a more informed purchase decision.

Content Approach | Activating Across the Buyer’s Journey

•

It’s critical to align content to stages in the buying journey and utilize assets to not only solve buyers’ challenges unique to each funnel stage, but also address negative perceptions, mindsets, and frictions our buyers are exposed to.

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• • •

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GTM Strategy

Media Approach

GTM Strategy | Overview

Paid Display

Paid Social Display/Video

Paid Display (Retargeting)

Paid Social (Prospecting, Retargeting)

YouTube & Video Display

Sponsored Articles, Podcasts, Videos

Paid Social (Retargeting Lead Generation)

Emails Email Nurture

Content Syndication

Branded Paid SearchPaid Search

Webinars & Partners Lead Generation (Webinars)

High value offers can be used to incentivize prospects to take action or go deeper in their buying/research journey.

Whether you set them as pre-determined touchpoints or have them available as one-off interactions for high priority/high engagement accounts, they offer a valuable moment for you and your prospects to have a greater value exchange.

There are some examples on the table to the right, but we recommend you add specific HVOs relevant to the retail audience for this program.

High Value Offers (HVOs) Approach

High Value Offer Why it’s valuable

In-person roundtable Engaging format that encourages dialogue, discussion and learning with peer-peer networking

Free consultancy session/POC Shows your willingness to be a strategic partner vs. a vendor, gives them a ‘freebie’ in exchange for deeper account understanding

Corporate Hospitality Give key contacts a VIP experience at events, or invite them to sports/music events to help build personal relationships

ABM Measurement and Reporting

ABM measurement goes beyond just engagement & leads and instead looks at performance through the 3 R’s:

Reputation

Relationships

Revenue

We expect ABM activity to be more productive and fruitful than other types of marketing activity, and so benchmarks against other activity will be important.

You will need to create those benchmarks from appropriate segments where we’ve done activity previously.

How to measure success

MediumShort Long

Reputation

Relationships

Revenue

• Sales and account team satisfaction

• Social reach and engagement

• Engaging decision makers • Web/landing page visits

• # new contacts added • Increase in touchpoints • # executive briefings • # client meetings • Web/landing page visits

• # opportunities • Pipeline confidence • Pipeline acceleration • Increase in RFP invitations

• NPS/CSAT scores • More executive meetings • Event attendance • Customer satisfaction • Engaging decision makers

• X% lift in executive engagement

• X% lift in relationship strength with key stakeholders

• # of individual objectives met

• $ pipeline • Increase in ARR • Conversion rates • Opportunity ‘shape’ (size and

type)

• RFP/project invitations • References and advocacy

activity • Testimonials

• Renewal • Seniority of key relationships • Account penetration • Referrals

• CLV • Deal shape (size and type) • Account penetration • Portfolio penetration • Share of wallet

KPI-centric Media

When it comes to the media elements of the GTM, you can track the performance of specific channels much as you would for any other demand program.

In tandem with your ABM-focused metrics, these will allow you to evaluate what’s working/not working at a more detailed channel level and make changes accordingly to media mix, spend, and pacing.

5001/12/2023

C O R E C A M P A I G N G O A L

CAMPAIGN GOALS

SECONDARY CAMPAIGN GOAL

OBJECTIVES

QUESTIONS TO ANSWER

What audiences are new users to the site?

What ad messages are resonating most in market with

which audiences?

Is Zendesk better known in the market than it was at the onset

of the program?

AWARENESS QUALITY PIPELINE DRIVE REVENUE

• Impressions & reach • Clicks, CTR, CPC by tactic &

creative • Site visits/sessions/time on

site • View-through conversions • Branded keyword search lift • Brand lift (brand survey)

What audiences are engaging with our content?

What channels/tactics are driving the most

engagement?

What channels/tactics have the most effective CPLs?

Are we reaching the buying group?

• Titles engaged (form fills) • Accounts engaged (form

fills) • Penetration within

accounts (multiple contacts within an account)

• Email engagement (opens/CTR) by title/account

What channels/tactics are driving the most qualified

leads (accepted by sales)?

What channels/tactics are driving quicker sales cycles (converting to closed won

faster)?

• # of leads passed off to sales

• Leads by product • CPA • Opportunities generated • Opportunity value • Pipeline velocity • Leads to opportunities to

closed won conversion rates

KPIS

\CHANNELS PAID SOCIAL, PROSPECTING DISPLAY PAID SOCIAL RETARGETING, DISPLAY RETARGETING EMAIL NURTURE, CONTENT SYNDICATION

Example ABM Measurement Framework

Objective KPI What will be measured Channels Short term

goals (0-4

weeks)

Mid term goals

(4-8weeks)

Long term goals

(> 8 weeks)

Reputation (brand, perception, awareness, and knowledge etc.)

# Digital media engagement

# Views # Likes/Comment s # CTR # Form fills

LinkedIn Digital Display Landing Page

# Time spent with Zendesk content

# mins spent LinkedIn Landing Page

# Landing page engagement

# Views # Time on Page

Landing Page

Relationships (# of net new relationships) (# of enhanced existing relationships)

C-Level engagements

# engagements # meetings # referrals

E-Mail InMail Phone

D-Level engagements

# engagements # meetings # referrals

E-Mail InMail Phone

M-Level engagements

# engagements # meetings # referrals

E-Mail InMail Phone

Business Units # new functions engaged

E-Mail InMail Phone

Revenue (pipeline acceleration, net- new customers)

Sourced pipeline Amount $ Sales

Influenced pipeline Amount $ Sales

Closed Won Amount $ Sales

Here’s an example of how to track success for this program, considering the different channels and tactics that are most meaningful from both an ABM and media-centric perspective.

Whether you use simple excel spreadsheets or automated dashboards, it’s important you measure ABM programs in this way vs. how you would typically measure digital/media- driven campaigns.

While leads are still important, they should not be the be all and end all when it comes to success.

ABM Best Practice

ABM Working Rhythm

Status reviews

Weekly update of project status for Marketing

Report highlighting key actions to ensure projects get driven through.

Are we on track in terms of content creation, delivery and execution.

Sales review

Weekly update with Sales

Campaign report highlighting results, interactions of note, key intelligence and feedback from sales.

What is and isn’t working from a message, content & outreach perspective.

Monthly review

Dashboard report and review

Review performance dashboard and build recommendations for improving the program.

Ask ourselves what do we need to scale/test/stop.

Quarterly reviews

Quarterly business reviews (QBRs)

Quarterly results, priorities, future plans.

Program results from the quarter – how we are tracking to target.

Reflection on marketing plan – looking forward and strategic direction of the program.

Review and agree next quarter’s priorities.

Creating engagement is a journey, not a sprint

DAY 1 DM Deployed

DAY 3 Follow-up email

DAY 5 LinkedIn / desk-

based research

DAY 6 Call to Contact 1

Unavailable /

left message

Referred to

Contact 2

DAY 13 Received email

response from

Contact 1

no decision-

making power

DAY 8-12 Further calls

to Contact 1

unavailable

DAY 7 Follow-up email

to Contact 1

DAY 14 LinkedIn / desk-

based research

DAY 15 Call to Contact 1

Unavailable / left

message with PA

DAY 16 Emailed PA with

soft copy of DM

DAY 17 Second call to

Contact 2

PA requested

physical

copy of DM

Referred to

Contact 3

DAY 22 Third call to

Contact 2

Interest detected

DAY 21 Sent InMail to

Contact 2

DAY 19 Second DM

deployed

DAY 23 LinkedIn / desk-

based research

DAY 24 Email sent to

Contact 3

With soft copy

of DM

DAY 25 Contact 3

on holiday

Advise to call back

in 2 weeks

DAY 35 Call to Contact 3

Away from desk /

left message with

DAY 38 Introduction / handover

to RVP and meeting

agenda

Meeting secured

PA advises

available dates

DAY 36 Second call to

Contact 3

Discussed

proposition /

qualified interest

18 CALLS

3 MESSAGES

4 EMAILS

2 REFERRALS

1 INMAIL

1 OPPORTUNITY

8 WEEKS

Creating engagement within our target accounts is not something that can be done alone by media channels or just Marketing.

It requires a coordinated, multi-function & multi-channel effort from Marketing and Sales, over a sustained period of time.

When it comes to orchestrating your program, make sure you’ve thought about who is doing what and when- what’s Sales-owned vs. Marketing- owned.

This journey flow is a very typical illustration of the non-media touchpoints a target prospect might receive before it converts into an opportunity.

The intention of this playbook was to give you the key strategic inputs needed to inform an ABM program into Retail.

The task ahead is now for you to implement and execute against this plan, including the creation of content and landing pages, formation of a media plan and enabling Sales.

By using the tools, scenarios and systems outlined in this playbook you’ll be able to put into practice an account-based structure that you can build on into the future.

Best of luck!

Final words

Slide 1 Slide 2 Slide 3: Defining ABM Slide 4: How we define ABM Slide 5: Our guiding principles Slide 6: Account Selection Slide 7: Picking the right accounts Slide 8: How we arrived at our segmentation Slide 9: Audience Understanding & Messaging Strategy Slide 10: What we know about our Retail audience Slide 11 Slide 12: Messaging Foundation Slide 13: Messaging Foundation Slide 14: General Messaging Foundation Slide 15: Home Improvement Messaging Foundation Slide 16: Fashion / Beauty Messaging Foundation Slide 17: Auto Dealers / Parts Messaging Foundation Slide 18: Creative Concept Slide 19: Creative Concept Slide 20 Slide 21: Ad examples Slide 22: Go-to-Market Strategy Slide 23: Content Approach Slide 24: Content Approach | Content Framework Slide 25: ABM Content Recommendations | Leveraging Current Retail Content Assets Slide 26: ABM Content Recommendations | Leveraging Current Retail Content Assets Slide 27: ABM Content Recommendations | Leveraging Current Retail Content Assets Slide 28: ABM Content Recommendations | Building Net New Content Assets Slide 29: Content Approach | Activating Across the Buyer’s Journey Slide 30: Media Approach Slide 31: GTM Strategy | Overview Slide 32: Media Approach | Retail Audience Slide 33: Media Approach | Data Collection & Acquisition Slide 34: Media Approach | Channel & Tactics Considerations Slide 36: ABM Approach Slide 37: GTM Strategy | Overview Slide 38: ABM Approach | Landing Page Best Practice Slide 39: ABM Approach | Nurture Stream Slide 40: Sales Enablement Approach Slide 41: GTM Strategy | Overview Slide 42: Sales Enablement | How Sellers can support this program Slide 43: Sales Enablement Approach | Assets Sellers to Leverage Slide 44: High Value Offer Approach Slide 45: GTM Strategy | Overview Slide 47: High Value Offers (HVOs) Approach Slide 48: ABM Measurement and Reporting Slide 49: How to measure success Slide 50 Slide 51: Example ABM Measurement Framework Slide 52: ABM Best Practice Slide 53: ABM Working Rhythm Slide 54: Creating engagement is a journey, not a sprint Slide 55: Final words Slide 56

Zendesk ABM Playbook

Item Type: pdf