Account-Based MarketingWhy it’s so dang popular

Account-based is the proactive coordination of marketing, sales development, sales, and customer success to close, retain, and grow an organization’s most valuable accounts.

TOPO, “The Account-Based Everything Framework” 2016

200%Pipeline growth in organizations with an account-based strategy

Source: SiriusDecisions

20%Increase in average deal size

Source: SiriusDecisions

“Marketing drove 20,000 leads in Q1.”

“Marketing drove 10,000 marketing

qualified leads in Q1.”

“Marketing contributed to $500,000

in revenue in Q1.”

“Marketing drove 3,000 sales qualified

leads in Q1.”

2013 2015 2017 2019

B2B marketers need to tie their marketing investment to influence on revenueThe evolving B2B challenge

Account-based marketing is just good B2B marketing

RollWorks, 2019

Identifyyour list

Engage & Convertacross channels

Measureyour impact

How to ABM

IdentifyHow to define your ICP and build a winning target account list

Start with your ideal customer profile (ICP)

● NOT total addressable market (TAM)● NOT target account list (TAL)● NOT buyer persona

What is an ICP?

A strategic framework to manage resource allocation & activity across the entire business.

+

A set of attributes used to describe the companies with the highest value to your business.

What happens if you don’t have a clearly defined ICP?

● Product builds for a first set of customers

● Marketing markets to a second set of customers

● Sales sells to a third set of customers

You lose

$

68%Higher win rates were reported for organizations with a strong Ideal

Customer Profile (ICP)

Source: TOPO 2019

What an ICP does NOT look like

Attribute Value

Industry B2B

Geography English speaking countries

Verticals B2B

Company size SMB + Mid-Market

Company rev All - If they want to pay us, we’ll work with them

Technographic Have a marketing automation platform (MAP)

AND

AND

AND

AND

AND

What a solid ICP looks like

Attribute Value

Industry B2B

Geography U.S., Canada, UK, Ireland

Verticals Investment Banking, Financial Services, Accounting

Company size 500 to 5000 employees

Company rev $10MM+

Technographic Marketo, HubSpot, Pardot, Mailchimp, Constant Contact, GetResponse

AND

AND

AND

AND

AND

Sales funnel data: You already have it, use it.

● What are the shared firmographic and technographic traits of your closed won accounts?

Contact Selection

Find key decision makers. Get contact info for buying committees (and not those in unrelated roles).

Advance your account-based strategies. Build and prioritize a target account list.

Start by uncovering your , then build your , and source vetted at the accounts that matter most

Become more account-based. Define or validate your ideal customer profile (ICP) using your existing data.

Target Account Selection

ICPInsights:

ICP

TARGET

ACCOUNTS

KEY C

ONTACTS

Create a data-backed

Acquire contact information for key decision makers to ensure sales & marketing are targeting the same people

EngageHow to reach your target accounts and get them to your website

Most Commonly Used Account-Based Tactics: 1. SDR outreach2. Digital advertising3. Direct mail4. Email marketing5. Events

TOPO, 2019 Account-Based Benchmark Report

Engage across multiple channels using your existing data: Digital advertising drives new and return traffic to your site, while also providing air cover for sales outreach and direct mail

I have...

An ICP A Target Account List Known Key Contacts

I can reach them via...

Firmographic TargetingServe ads to employees at companies that match your ICP

Account-Based RetargetingServe ads to the person who visited your site, along with other members of the buying committee

Target Account List TargetingServe ads to employees at a specific list of companies

CRM / MAP TargetingServe personalized ads to contacts based on any field, incl. funnel stage and title

Sales AutomationPersonalized email outreach with triggered follow-up based on engagement

Direct MailHigh-quality, personalized items to get your sales team in the door and to move a deal forward

RetargetingServe ads to previous website visitors who displayed high intent but did not convert

● Transpay utilized RollWorks TAL (target account list) targeting to focus spend on a specific list of high-value companies

● They layered in personalized messaging for the key decision makers at their target accounts

Drove engagement at 1/2 the cost

● Transpay was testing and comparing results from multiple ABM platforms

● They sought a vendor who could improve cost-efficiencies for their display campaigns

SITUATION SOLUTION

● 50% decrease in cost per visit

● 6.4x increase in average time on site in four weeks

RESULTS

Transpay is a global payments service that provides businesses of all sizes with a scalable, secure, and fully compliant cross-border mass payout solution, making it easy to send funds directly to the local bank accounts of vendors, business partners, freelancers or others in over 200 countries.

LiveLiveProposal Onboarding/LiveConsiderationAttract

Dire

ct M

ail

Sale

s Pl

ayD

igita

l Sup

port

How we reach & engage prospects across channelsSi

te C

hat

(Drif

t)

ConvertHow to turn target accounts into customers

👋

PS: Like this experience? Imagine giving all of your targeted account this sort of red carpet treatment right on your site. With Drift Intel and Drift ABM, you can personalize your website experience for your VIPs so they feel like VIPs.

1. Yes absolutely! 2. You bet! 3. Of course I can!

Area of Opportunity

If I can target my accounts based on firmographic information and roll out the red carpet for my high value prospects.

I can drive more conversations with my ABM accounts and book more qualified meetings

SolutionDrift Intel allows NetGuru to give their top tier accounts an amazing experience by sending personalized welcome messages to those visitors and notifying their reps when those accounts are live on their website.

Result

In only ten months, Radek and the Netguru team have…

● Had 10,000+ conversations● Generated 150 CQLs per month● Guided prospects to relevant content over 450,000 times● Generated 2 net new enterprise opportunities● Closed $250k in revenue from those two opportunities

Area of Opportunity

idea of using Drift stemmed from adding real-time messaging to their site to engage with their visitors and get them the answers they were looking for as quickly as possible.

They wanted to be able to know when their target accounts were on their site and engage them with an amazing, personalized experience that would differentiate Aventri from their competitors.

SolutionDrift ABM allows Aventri to roll out the red carpet and send personalized welcome messages to their high-value target accounts.

Result

In less than five months, the Aventri team have…

● Decreased response time from 1:30 to 0:50● 270% increase in lead conversion● 20% increase in meetings booked month-over-month● $6M in pipeline created● $1.7M closed won

Reference slidesDo not include in final deck