Account -Based Marketing (ABM) – Building qualified pipelines for target

accounts

What is Account-Based Marketing (ABM)?

ABM is key account

marketing with solid client base

Defined set of assigned/desirabl

e individual accounts

Profiling target accounts based

on needs & attributes

Treating individual “high-valued” accounts

as distinct market

Organizes marketing metrics by accounts rather

than leads, channels or products

ABM Increased ROI!

Why ABM is right for you?

Optimizing marketing

programs for target accounts reduces wastage

of resources

Planning/ mapping

campaigns with the right account

Design prospect-specific sales

offers to deliver high conversion

rates

A role-based contacts helps in

relationship building with the right accounts

It completely aligns sales and marketing teams to target new accounts with collective consensus

Identify collective

accounts with greater precision

Why ABM is right for you?

75% of customers say they prefer personalized

offer

80% of marketers measuring

ROI say they ABM outperforms other

marketing investments

60% of marketers reported

of at least 10% revenue increase

using ABM

90% of marketers believe

that ABM is a “must-have” for B2B

marketing

Why ABM Technology?

NOT all customer accounts can drive desired results. It is imperative to focus on accounts that are capable of generating optimal results…

Identify buying intent with new accounts/Target & engage the right accounts

Implement account specific campaigns directly for targeted accounts using the right combination

Find newopportunities

Sales alignment remains high

With ABM Technology….

Because…

ABM technology-The biggest revenue driver for today’s B2B business 84% of B2B marketers find that ABM provides significant benefits for retaining and expanding existing client relationships. This is because…

You understand your customers & strategies that can get desired results

You can reach the full panel of stakeholders at prospective client business

You can focus on accounts that are capable of generating optimal results

You can choose accounts based on margins and profitability, revenue history and account history and gauge whether the client will be interested in maintaining a long term relationship

ABM Technology-Which form of ABM is right for you?

Based on margins and profitability

Based on revenue history and

accounthistory

Based on types of account lists

Customer list

Named account list

Target segment (defined by attributes such as industry or revenues) List of

strategic accounts

List of customers up for renewal

Once you have a list of accounts, you can build personalized marketing programs that target those accounts and accelerate the buyer’s journey at the right stage before they enter the sales funnel…

ABM Technology- What are the TypesIP-Based Account Based Marketing– Uses collective IP addresses and targeted media to reach the right account or a number of accounts.

Email List-Based Account Based Marketing – In house, 3rd -party and B2B email lists are built specifically around key contacts at target accounts

Predictive Account Based Targeting – This goes beyond the existing contacts. It is used to identify new accounts using past CRM data and explore accounts where you have made conversions in the past to service them through a different approach

How ABM Technology worked for DocuSign, an electronic signature technology

The Company found that potential buyers visiting the website were bouncing before they access relevant content. The Company invested in ABM strategy to target the “markets of one”.

This involved targeting six industries via company specific digital campaigns with dynamic custom homepages, images, testimonials, logos etc. This attracted the right targeted accounts to the website and sorted out the right accounts automatically, boosting page views by over 300% generating 22% of sales into the pipeline!

The case:

The Problem:

The Solution:

More leads, more traffic & more clicks!

How to start your own ABM program

Step 1: Determine & Describe High-Value Accounts-You might have high valued accounts already and ones that you are vying to include in your client list. It is important to match this with previous account history and revenue data to determine the attributes that can determine your future target accounts.

Step 2:

Analyse and Review Messaging- Now that you have identified your dream accounts, it is important to review the content you have, the content you have shared by far, and the success percentage and gauge the further action steps ahead. Map content with target accounts, their personas and assess what will best suit their needs.

Step 3: Work through Optimal ChannelsJust as one size fits all doesn’t work with all accounts, so does the channel through which you communicate. Each persona you target will have a certain channel they prefer. Understand the channels of highest reception and reach out through these channels.

How to start your own ABM program

Step 4: Implement Targeted CampaignsEfficiency of campaigns in account based marketing is based on two important factors -speed & relevancy. Your content and channel may be excellent however if it does not reach the right audience, the effort goes wasted. Share the content and engage audience at the right time.

Step 5: Measure, Study and MaximiseOne of the best attributes of account based marketing is measuring, learning and optimising. This process is simple as your focusing on a smaller group of audience with a great revenue potential.

Does ABM Technology works as same as marketing automation?

DON’T GET CONFUSED!!ABM Technology Marketing Automation Uses an IP address to target an account

Uses cookies to target individuals

Using IP address you identify your target customer accounts

Based on interaction before targeting customers

It starts with “who I am selling to” (qualifying prospect companies) & then match with the relevant message to market them

It starts with marketing to the decision-makers first with free-willed persona having individual needs

Sends message as a unit of collective decision makers the moment they enter the sales funnel. It’s an united & cohesive marketing & sales effort to facilitate sales- both time-based & need-based

Automate repetitive tasks for individual departments to pull them into the sales funnel where, the message is time based and not need-based

Account-Based Marketing (ABM)-Benefits

Real-time ad buying: Enables execute highly targeted programs with minimal costs

IP-based targeting: Allows for highly targeted ads to people you have never interacted with before

Automated: As the system is automated, it allows you to set up programs and run them with minimal interference, thereby avoiding irrelevant messages

Fairly easy to implement: Setting up an ABM tool is not as extensive as marketing automation. It does require basic IP mapping, but does not require extensiveintegrations to launch it.

Marketing & sales Alignment: Personalised campaigns are tailored & streamlined to each account as your marketing & sales team speak the same language

Account-Based Marketing (ABM)-Benefits Contact data upgradation: Enables update contact and lead information automatically by hypertargeting the right companies with right matching accounts the moment they enter the sales funnel

Optimize lead generation efforts: Provides a straightforward metrics for lead generation that helps you with action-oriented insights to plan out

Optimized experiences: A highly tailored experience for members of target account lists driven by high quality leads within target accounts

Industry based personalization: Increased engagement and decreased bounce rate with relevant content tailored to individual specific needs specific to each vertical

Focuses on pipeline acceleration; not leads:By increasing engagement from key decision-makers from high-valued accounts to impact bigger to core KPI metrics

ABM Approach-Outcome

• Increase in deal close rate

• Higher ROI than marketing programs

• Decrease in bounce rates • Qualified web traffic • Deeper level of content

engagement from the very beginning

• Serve ads across web at scale to target accounts

without cookies • Huge engagement lift • Larger size of strategic

accounts that can make up a significant portion

of revenue

ABM strategy Doesn’t focuses on volumes; focuses on high quality leads at the entry point of the sales funnel

If you want to learn more about Account-Based Marketing …

Read more from my book, “The New Frontiers of Marketing” to know the right tactics of Account-Based Marketing, all power-packed in this whole book! Explore a little more.

And that’s not all!