The CMO Blueprint for Account-Based Marketing
Transcript of The CMO Blueprint for Account-Based Marketing
More People Are Involved
%%3434of B2B buyers have increased the number of stakeholders involved
in the purchase process.Source: DemandGen
More People are Involved.
More People are Involved.
of B2B buyers have increased the number of stakeholders involved in
the purchase process.
The More People Involved,
The Less Likely a Purchase
For any given sale, 7 – 20 people are involved in the decision. As the number of people
increases, the likelihood of purchase declines.Source: KnowledgeTree
Buyers Do More Research,
9494%%of B2B buyers conduct
some form of online research before buying
a business product.Source: MarketingProfs
Especially When Costs Are High
9090%%For more than
of B2B buyers, the amount of research done depends on price. As price increases, the
amount of research increases.Source: SalesForce
Buyers Wait to Come Forward
5757%%Buyers don’t contact
suppliers directly until
of the purchase process is complete.
Source: Corporate Executive Board
And This TrendWill Only Continue
8080%%By 2020,
of the buying process will occur without any
direct human-to-human interaction.
Source: Forrester
Buyer ExpectationsHave Changed
B2B buyers expect the same range of omni-channel options they enjoy as consumers.
4949%%of B2B buyers prefer to use consumer websites to make
work-related purchases.
Source: The Future of Commerce
#1
According to B2B marketers, generating
high-quality leads is the top challenge today.
Quality Leads Are Scarce
The #1Challenge.
Source: IDG Enterprises
0.75%
Even Qualified Leads
Are Difficult to Close
0.75% of leads generated become closed revenue.
Source: Forrester
reliabletraditional reliabletraditional
The Account-Based Marketing approach practices
andB2B principles but targets
company accounts rather than individual sales leads.
successful B2B marketingIt recognizes that
successful B2B marketingis about speaking to a collective business or department, not to
isolated individuals.
marketingsales
Account-based marketingrequires a close collaboration
and alignment ofand marketingsales …
to create highly engaging, personalized interactions
that today’s decision makershave come to expect.expect.expect.
…
Flip the Funnel
11
Traditionally, prospects begin at the top of the buyer journey and move down to the bottom.
Flip the Funnel
11
With account-based marketing, you flip the
funnel on its head.
IDENTIFY
EXPAND
ENGAGE
ADVOCATE
Source: © Account-Based Marketing For Dummies
Identify the Best Fit Accounts
22
Find and engage the right companies so that resources aren’t used on prospects that will not become customers.
Expand Contacts Within an Account
33
Build relationships with multiple people within an
account. Remember, business decisions are made by more
than one person.
Engage Accounts on Their Terms
44
Engage contacts on the channels where
they’re most active with the messages and content they want.
Create Customer Advocates
55
Leverage customer relationships to create brand champions and authentic advocates.
MeasureSuccess
66
With account-based marketing, measurement focuses on
performance indicators that evaluate success at the account level.
of marketers say account-based marketing has higher ROI than
other marketing activities.
97%97%
Source: Marketo
of marketers say account-based marketing provides significant benefits
to retain and expand client relationships.
85%85%
Source: Alterra Group
of B2B marketers say account-based marketing is either very or
extremely important…
90%90%But while
Source: SiriusDecisions
of practitioners have implementedAccount-Based Marketing strategies.
20%20%Less than
Source: SiriusDecisions
Launch and AccelerateAccount-Based MarketingAccount-Based Marketing
with These Tools
Get the Book that ExplainsAccount-Based MarketingAccount-Based Marketing
Step-by-Step
It’s the first-ever ABM book. It’s for beginners, experts
and everyone in-between.
Click here tolearn more.
Get the Book that ExplainsAccount-Based MarketingAccount-Based Marketing
Step-by-Step
It’s the first-ever ABM book. It’s for beginners, experts
and everyone in-between.
Evaluate Your Existing
Account-Based MarketingAccount-Based MarketingTech Eco-System for
Determine which resources to buy,
replace or repurpose to create a best-in-
class ABM stack.
Evaluate Your Existing
Account-Based MarketingAccount-Based MarketingTech Eco-System for
Determine which resources to buy,
replace or repurpose to create a best-in-
class ABM stack.
Click here tolearn more.
Build Your CompleteAccount-Based MarketingAccount-Based Marketing
Technology Solution
Align technology to the core
components of your ABM strategy.
Build Your CompleteAccount-Based MarketingAccount-Based Marketing
Technology Solution
Align technology to the core
components of your ABM strategy.
Click here tofind out how.
Get to KnowSangram Vajre
Get to Know Sangram VajreSangram Vajre has quickly built a
reputation as a leading mind in B2B marketing. Before co-founding
Terminus, a SaaS platform for account-based marketing, Sangram led the
marketing team at Pardot through its acquisition by ExactTarget and then
Salesforce. He’s the author of Account-Based Marketing For Dummies and is the mastermind behind #FlipMyFunnel.
Click here to follow Sangram on Twitter.