Account-Based Marketing · Account Based Marketing (ABM) “Applying an account-based approach...
Transcript of Account-Based Marketing · Account Based Marketing (ABM) “Applying an account-based approach...
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Account-Based Marketing
LESLIE BECKMAN
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What’s one thing you learned today or something you are going to do different tomorrow?
Objective
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Account Based Marketing (ABM)
“Applying an account-based approach means focusing on a set of target accounts, thoughtfully identified, marketing and sold to in a personalized way,
resulting in more qualified prospects coming inbound than ever before.”
Forbes
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ABMA one-on-one approach with very large accounts.
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Same, Different and where we meet in the middle
Marketing Plan
Programmatic ABM
Inbound Marketing
Installed Base ABM
Strategic Account ABM
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What it is, What it isn’t
ABM Instead of
Specific Orgs Entire Industries
Accounts Market Segments
Individuals Personas
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Why and Why now?
1. Era of Relationship Marketing
2. Technology Advancements
3. Higher ROI
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According to ITSMA, almost
85% of marketers say ABM
delivers the highest ROI of
any B2B marketing
initiative.
According to the Alterra Group,
97% of marketers claimed it (ABM)
led to a better ROI than other
marketing tactics.
“80% if marketers say that
ABM outperforms other
marketing initiatives”. ITSMA
The Harvard Business Review found that a
personalized marketing experience can
deliver “five to eight times the ROI on
marketing spend, and can lift sales by
10% or more.”
From the Experts
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Are you Ready?
Critical Launch Factors
• Do you have TIME
• Do you have BUDGET
• Do you have ALIGNMENT
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Demystify: Simple, Standard & Important
WHO WHAT WHYHOW
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Step 1
• Specific Target• Account AND Individual/Title
• Accurate Data
• Sales Alignment
WHO
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Step 2
• What does she want?• Must Research!
• Personalized Message
• Success Metrics
WHAT
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Who, What …Now How
HOW = Strategy + Tactics + Technology
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Step 3
• Process• Attract, Engage, Convert
• Tracking• At each step
• Evaluate, Review, Learn, Reset
• Communication
HOW
Strategy
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Step 3
• Optimal Channels• Events, Digital, Etc.
• Industry-focused channels
• Strategy Sessions
• End-to-End Personalization
HOW
Tactics
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Step 3
• What do you Need
• Evaluate Options
• Confirm Requirements
HOW
Technology
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Choice
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Step 4
• Clear ROI “Zero-waste marketing”
• Requirement to successfully reach / maintain top accounts
• Improves overall marketing plan
WHY
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75% of customers say that
they prefer personalized
offers (Research according
to Aberdeen)
“ABM outperforms a traditional marketing
approach across a number of categories,
including sales and marketing alignment,
overall customer lifetime value, contract
value, close rate, and ROI.“ TOPO“92% of companies recognize
the value in ABM, going as
far as calling it a B2B
MARKETING MUST-HAVE”
SiriusDecisions
In Bizible’s State of Pipeline Marketing 2016
report, it found that “marketers doing ABM
are about 40% more likely to report alignment
with their sales team compared to marketers
not doing ABM.”
More from the Experts
“82% of Account Based Marketing programs fail to
achieve end-to-end maturity because marketers are
viewing ABM as a tactical strategy rather than an
engagement strategy, but when ABM is used
effectively, the percentage of participants who had
a high MQL conversion rate, rose from 50% to 85%.
(DemandMetric Report, 2017).”
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Critical Success Factors
1. Confirm Time, Budget, Sales Alignment
2. Start Small, Test, Then Grow
3. Don’t Stop at Initial Engagement
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What’s one thing you learned today or something you are going to do different tomorrow?
Key Takeaway
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Group Discussion
•What is an ABM tactic that you’ve used that has been effective?
•What tools and/or tactics are you loving today to confirm accurate data?TABLE 1
•Share great examples of how to build sales & marketing alignment (for ABM.)
•What tools and/or tactics are you loving today to track target account engagement (the metrics.)
TABLE 2
•Where have you seen overlap in your ABM & Inbound marketing strategies?
•Share useful ABM tactics used with Installed Base to improve retention and growth of strategic accounts.
TABLE 3
• What are key aspects in evaluating a new technology partner?
•What is a great example of a personalized messageTABLE 4
•What is an ABM tactic that you’ve used that has been effective?
•What are key data points in prioritizing your target account list?TABLE 5