Account-based marketing (ABM) is quickly becoming the next big thing in B2B marketing. In fact, the ITSMA says that “ABM delivers the highest Return on Investment of any B2B marketing strategy or tactic. Period.”
If you support sales teams selling six- and seven-figure deals, then this is the presentation for you!
Download this presentation to see why ABM is generating so much buzz, and to get practical tips for launching or scaling your ABM programs.
1. How ABM is different from traditional demand generation (fishing with nets)
2. Best practices for understanding target accounts, orchestrating integrated account plans, and measuring the impact of your ABM efforts
3. The right ways to market to current customers for cross-sell and retention
Key takeaways include:
Account-based marketing coordinates personalized marketing and sales efforts to land and expand specific accounts
ABM = focus = zero waste, better results
ABM delivers the highest ROI of any B2B marketing strategy or tactic
Great ABM requires great account knowledge
Create content that the right people in your target companies actually like to read and share
There is no magic campaign; success comes from a mix of integrated tactics
The “law of large numbers” breaks down in account-based marketing; measure ABM success via engagement and lift
10. @jonmiller
Account Based Marketing
A strategic approach that
coordinates personalized
marketing and sales efforts
at named accounts.
ABM targets specific accounts
11. @jonmiller
Account Based Marketing
A strategic approach that
coordinates personalized
marketing and sales efforts
at named accounts.
a way of doing business, not a campaign or tactic
12. @jonmiller
Account Based Marketing
A strategic approach that
coordinates personalized
marketing and sales efforts
at named accounts.
focus = more insights = more relevance
13. @jonmiller
Account Based Marketing
A strategic approach that
coordinates personalized
marketing and sales efforts
at named accounts.
a close collaboration required for success
17. ABM Today is Like Like Lead Nurturing in 2008
• Returns on inbound flattening
• Marketing and sales ready to work together
• Technology is emerging
The Next Big Thing?
Google Trends
22. Tier # of Accounts Insights Tactics
“Classic”
Tier 1
5 to 50
[Tens]
Full profiles
Quarterly updates
• Bespoke 1:1 Campaigns
“Lite”
Tier 2
~200
[Hundreds]
Basic account profiles
Annual updates
• 1:Few Campaigns
Tier 3
1000s
[Thousands]
Industry or segment
• Traditional Marketing with
Account Targeting
• MQAs
Styles of ABM
23. Level 1: Reps Self-Select
Level 2: Basic Data
Level 3: Advanced
Level 4: Predictive Analytics
Sophisticated predictive
scoring and modeling.
Adding purchased data and more
advanced scoring or modeling
Adding in manually collected data
and simple scoring
Based on intuition and experience.
33. Account Based Marketing Channels
• Events (Owned and 3rd Party)
• Direct mail
• Account development / SDR
• Online advertising
• Web personalization
39. BUYING CENTERS
JOURNEYS
PLAYS
TACTICS
Accounts have one or
more buying centers
Buying centers go on
Journeys towards a Goal
Plays synchronize Tactics and activities
into coordinated plans to achieve Goals
Tactics are specific marketing
programs or activities
54. Coverage:
Awareness:
Engagement:
Reach:
Impact:
Do you have sufficient data, contacts, and account
plans for each target account?
Are the target accounts aware of your company?
Are the right people at the account spending
time with your company, and is that engagement
going up over time?
Are marketing programs reaching target accounts?
Are ABM activities improving key sales outcomes?
55. Impact:
Coverage:
Awareness:
Reach
Engagement:
Are ABM activities improving key sales outcomes?
Do you have sufficient data, contacts, and account
plans for each target account?
Are the target accounts aware of your company?
Are marketing programs reaching target accounts?
Are the right people at the account spending time
with your company, and is that engagement going up
over time?
59. • Account based marketing coordinates
personalized marketing and sales efforts to
land and expand named accounts
• ABM delivers the highest ROI of any B2B
marketing strategy or tactic
• Outbound does not necessarily mean interruption;
use account-specific content to reach out
• There is no magic campaign; success comes
from a mix of integrated tactics
• Leads are insufficient to measure account-based
marketing; measure via coverage, awareness, engagement,
reach & impact
Tweetable Takeaways
@jonmiller
Notas do Editor
ABM is an investment in time and resources so you MUST focus on accounts with highest ROI
ABM is an investment in time and resources so you MUST focus on accounts with highest ROI
Why now? What about mobile, social, cloud, etc. makes this inevitable?
Harder than ever to reach decision makers with traditional tactics
New ways to reach buyers (individually-addressable touch-points, real-time ad buying)
Shift from campaign-marketing to “always on” mindset requires integration
Big data / predictive analytics allow marketers to understand the complexity of relationships and buyer context, and match personalized content accordingly
Buyers delaying engagement with sales ; harder to reach CXOs {happened in velocity, needs to happen in XYZ}
Decomposition of the nice/clean customer funnel… no longer just awareness, familiarity, consideration, etc. Useful model, but. Really a set of nodes, interactions (through a connected device)
New ways to reach buyers
Proliferation of “connected customers” and customer data -- smart phones, smart devices (50B connected devices)
behind every device is a customer → data proliferation
From campaigns to “always on”
Big data / predictive (understand the complexity of the relationships, context)
Needs new ways to measure
Wrong: what we want to say, how we want to say it target the right people
RIGHT: who we want to target what and how to say it
----- Meeting Notes (8/4/15 13:26) -----
account-based on Sales and Success; not marketing
open to influence as a metric
demandbase: vertical audiences
T1: 300 top accounts (whales)
T2: 300 next
----- Meeting Notes (8/4/15 13:26) -----
account-based on Sales and Success; not marketing
open to influence as a metric
demandbase: vertical audiences
T1: 300 top accounts (whales)
T2: 300 next
----- Meeting Notes (8/4/15 13:26) -----
account-based on Sales and Success; not marketing
open to influence as a metric
demandbase: vertical audiences
T1: 300 top accounts (whales)
T2: 300 next
Need to LISTEN
“You’re going to have to spend some money to be really good at account based marketing. But it’s OK because it’s the accounts that will make you the most money.”
----- Meeting Notes (8/4/15 13:26) -----
account-based on Sales and Success; not marketing
open to influence as a metric
demandbase: vertical audiences
T1: 300 top accounts (whales)
T2: 300 next
Many of the best high-level executive events include unique, ‘money can’t buy’ experiences.
Earn the list of attendees
For marketing invites, list should be 4-5x desired attendance
Offer charitable donation, or ipad, or airline voucher in exchange for a meeting
Don’t ignore the team
Targeting outreach campaigns by account enables Cloudera SDRs to research individual accounts and buyers and speak to their exact pain points.
As a result, these campaigns produce a 60% open rate, 31% response rate, and massive increases in both net-new opportunities and add-on business from current customers.”
TOPO: Cloudera Case Report, September, 2015
Sales Development – or Prospecting – is the heart of every ABM program.
It combines email, phone calls and the personalized end of social media interactions into a coordinated series of engagements that develop and deepen relationships.
use all the account insight you’ve generated to prove to the prospect that you understand their challenges and have a unique approach to solving them
More = Google PPC targeting now, future Uber cars
“It takes an average of 9.82 touches to engage with a prospect. We also find that senior executives are2.5 times more responsive to quality multi-touch campaigns than are junior executives.”
Dan McDade
President & CEO, PointClear
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----- Meeting Notes (8/4/15 13:26) -----
account-based on Sales and Success; not marketing
open to influence as a metric
demandbase: vertical audiences
T1: 300 top accounts (whales)
T2: 300 next
The “law of large numbers” breaks down in narrow funnel -- can’t use vanity metrics, can’t count on volumes
Only need one deal to make a program ROI look good – noisy data