Putting the “B” Back into B2B Marketing

An ABM Journey

KEVIN BOBOWSKIChief Marketing Officer

Act-On Software

There was a time when B2B marketers tried to become B2C

marketers

B2B companies market to, sell to, and service, accounts – not leads.

Is Marketing Still Relevant at Your Company?

Becoming Relevant Again

Brand Building and Social Marketing

Getting and Retaining Mindshare

BRAND

Demand Generation & Lead Acquisition

Inbound & Outbound, Working

Together

DEMAND

Customer and Partner Marketing

Generating Advocacy and Reducing Churn

EXPAND

Account-Based Marketing for a Better Customer Experience

Are leads dead?

Are you speaking their language?

Matt ZelenSVP Success

Tom CameronCRO

Kate JohnsonCFO

Account-Based

Marketing to the Rescue

B2C and B2B are not converging; marketing to

businesses remains a unique discipline with its own language, goals,

and tactics.

Putting the “B” back into

“Back to Basics”

“We have a well-defined target market. We target

SMB’s”

Go old school with your Go-To-Market Strategy

1. 2. 3. 4.How will you

win?Where is

your target

market?

What’s your ideal

customer profile?

Who is your

buyer? Influencer

?

“Is ABM all hype like Social, Big Data or

Predictive Analytics?”

Real Account-Based Marketing Insights

3% of respondents think that ABM is “all hype”; 25% believe it’s a real solution. But almost 42% say they “have no idea” whether it is a clear solution or just hype. Source: Act-On Account-Based Marketing Survey 2016

“Is this the one metric that will determine the

fate of ABM?

Customer Lifetime Value (CLV)

-------------------------Cost of Customer Acquisition

Customer Lifetime Value----------------------Cost of Customer Acquisition

Better Targeting & Alignment across Marketing, Sales and Post-Sales delivers:

• Lower cost of acquisition

• Outstanding customer experience from onboarding to renewal

• Focused product development

• Increased upsell and cross-sell

SheerID Customer Case Study

An ABM Journey

Shared Language

How Our Customers Buy

Focusing Accounts That Could Be Our Customers

SheerID Goes ABM

Turning On ABMAlignment Between

Marketing and Sales

Disrupt Tradition

Customer DataContent To Drive Engagement

Deep Integration Between

Marketing Automation and

CRM

How SheerID uses ABM

Target Accounts Gather Data Develop

Content

Create Messaging

and Personas

Automated Programs By

Role

Timely Alerts to Sales

Team

Behavior Score

Success of ABM

Increased Engagement

Speed of Business

Questions?