MISSION
Enable organisations to understand the voice of the customer, creating a
unique customer experience, so that customers become loyal instead of
indifferent.
Siska Bossuyt
18 years in CRM business
Several Enterprise Sales & Marketing Functions
Founder of Jezzup
Passionate about building a customer-centric organisation
Always on discovery tour, looking for inspiration …
The Old Buyer
I don’t know your company
I don’t know your customers
I don’t know your products
I don’t know your service record
I don’t know your execs
I don’t know your financial stability
Now, what did you want to sell me?
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eso
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The New Buyer
• My team and I have decided to invest in solving a
problem
• I’ve checked out your company’s reputation
• I’ve checked out your product’s reputation
• I’ve checked out your competitors
You’re on my short list;
give me your best deal
ww
w.B
eso
nd
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What analysts say ….
© 2
01
5 C
op
yrig
ht
Dem
and
bas
e, I
nc.
.
By 2020, 85% of all interactions will be automated …
The digital salesperson is born !
Marketing & Sales are not aligned
Marketing Sales
Opportunities
Buyers/Influencers
Quality
Accounts
Leads
Personas
Quantity
Individuals
Marketing
“We delivered 1,456 MQL’s
this quarter.
+27% above goal !!”
Sales
“Marketing isn’t supporting
us”
The Buyer Journey has changed,
but marketing spend remains the same
© 2015 Copyright Demandbase, Inc. .
MARKETING
Focus your marketing efforts
on those accounts most likely to generate revenue
Account Based Marketing
Identify your top accounts
WHO
Create valuable content
WHAT
Use targeted distribution platform
WHERE
Measure your efforts on
accounts
1. Identify your Top Accounts
• Building a good target list = key to the success of ABM
• Assess first, which customers are :
Most profitable for your
company
Easiest to support
Most successful using your
products and solutions
Positioned for the highest
potential lifetime value
Create a customer profile, based on following information :
Must Have
Account Industry
Account Buying Centers
Share of Wallet
Sales Goals
Stage of active deals
Contacts known / needed
Great to Have
Key Initiatives / needs
Relationship Status
Relationship map
Original source of collaboration
Channels used
Nice to Have
Growth Trend
Competitive Environment
Contact Engagement History
Account-Level buying Signals
Target List
• Based on this customer profile, build your target list
= list of companies with the highest revenue potential
• Challenge this list continuously !
But would they respond when your messages and value
propositions were TARGETED and RELEVANT ?
75% © IT
SMA
, Ho
w C
ust
om
ers
Ch
oo
se S
olu
tio
ns
Pro
vid
ers
The art of understanding exactly what your prospects
and customers need to know.
Then delivering that content to them in a relevant
and compelling way to grow your business”
By “The Content Marketing Institute”
Content Marketing
Apprenda (Individual Banks)
Visitors from Barclays Visitors from UPS
Apprenda is the leading enterprise Platform as a Service (PaaS) powering the next generation of enterprise software development in public, private and hybrid clouds.
Apprenda (Individual Banks)
Visitors from Barclays Visitors from UPS
Apprenda is the leading enterprise Platform as a Service (PaaS) powering the next generation of enterprise software development in public, private and hybrid clouds.
Up to 50% click-through rates
Which kind of content ?
White papers
Thought leadership
articles
Presentations
Infographics
How-to-guides
Videos
eBooks
Webcasts / Podcasts
….
4. Measure your efforts
Track the entire sales and
marketing funnel
Discover inbound accounts to
track early results
Measure interactions and
engagements
Monitor conversion metrics
Customer
Proposal
Sales qualified lead
Sales accepted lead
Marketing qualified lead
Marketing lead
Traffic generation (new/existing) SEO, Social Media, E-mail, Direct mail, PR, ….
Closed-Loop Feedback Measure, refine and repeat
Measure success
Early Progress
• Account Insights
• New Contacts
• Successful Planning
• Sales Utilization
• Account/Contact Activity
Initial Outcomes
• New Pipeline
• Existing Opportunity Progress
• Relationship Development
Long-Term Value
• Revenue growth
• Retention
• Increased Loyalty and Advocay
Based on data from
CRM Marketing
Automation
Business Intelligence
Software
Personali-zation Software
Web Analytics ….
Benefits of Account Based Marketing
Increased Revenue
Customer Satisfaction & Retention
Sales & Marketing
support SAME reality
Focus
Identify your top accounts
WHO
Create valuable content
WHAT
Use targeted distribution platform
WHERE
Measure your efforts on accounts
Some advice
Get aligned and Create Common Dashboards
Start with small select number of accounts
Test, measure and improve over and over again
Evaluate no sooner than a complete sales cycle
Be Patient and Keep Going
It WILL bring results
Siska Bossuyt
Managing Partner
JEZZUP
@MeetJezzup @SiskaBossuyt
“Be everywhere,
Do everything,
and never fail to astonish
the customer”
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