ACCOUNT BASED MARKETING

OUTLINING A STRATEGIC APPROACH FOR B2B MARKETING

ACCOUNT BASED MARKETING (ABM) A TACTICAL APPROACH THAT GIVES GREATER VALUE TO YOUR MOST IMPORANT ACCOUNTS

PLAYS A KEY ROLE IN EXPANDING BUSINESS WITHIN EXISTING CUSTOMER ACCOUNTS

Compiled by author from accountbasedmarketing.com

ABM- Expectations

A Successful ABM program will grow your revenue and you can target and land those big accounts in the process

ABM- Seeks to Develop Relationships with Select Organizations

A deviation from parallel B2C practices where the focus is on targeting and building business relationships

Plays a key role in industry marketing that would not be targeted enough to appeal to the existing customer

ABM- Closes Sales/Marketing Divide

This strategy closes the typical sales and marketing divide through shifting marketing focus to better approximate how B2B Sales organizations generally operate

What Does A Well-thought-out Deployment Approach Look Like?

Construct

DeployMeasure

Understanding all the requirements is key to implementing this very successful new strategy

Compiled by author from accountbasedmarketing.com

Six Key ABM Capabilities

Account Selectio

n

Insights

Orchestration

Distribution

Content

Measurement

Compiled by author from accountbasedmarketing.com

Account Selection

Identify specific accounts you’re going to target

Reflective of existing sales assignment of accounts

This is a critical area that could significantly benefit from more robust solutions

Account Based Marketing CampaignsThe Roles Of Sales And Marketing Teams

ABM- Focus on Highest Valued Accounts

A close working relationship between sales and marketing are essential

Identify what makes up your ideal prospects and what elements you will use to determine your target accounts

Key Attributes To Use Include

Filmographic Data:

Map targeted industries

Sales Names Accounts:

Most sales reps have target account lists

Digital Behavior:

Learn and understand the customer journey

Strategic Needs:

Is the company looking to grow into new markets and/or territories

Compiled by author from marketo.com

Contact Us for the Full Presentation:

Mediacontact USA Inc.13575 58TH Street North #160

Clearwater, Fl. 33760

T: 727 538 4112E: contact@mcusa.co

www.mediacontactusa.com

Sources cited

5 steps an Account Based Marketing champ-Marketo http://blog.marketo.com/2013/08/be-an-account-based-marketing-champ-in-5-simple-steps.html

6 keys to ABM strategy and success http://www.accountbased.marketing/strategy/6-keys-to-account-based-marketing-success-infographic/

Account Based Marketing: http://www.itsma.com/abm/ Account Based Marketing: Tactics to drive your ABM Process:

http://blog.topohq.com/account-based-marketing-11-tactics-to-drive-your-abm-process/

Marketers Aren’t taking advantage of Account Based Marketing-yet All statistics were accessed from this website: http://www.dmnews.com/marketing-strategy/marketers-arent-taking-advantage-of-account-based-marketingyet/article/411646/