[Webinar] The ABCs of ABM (Account-Based Marketing)
3 likes2,312 views
The document discusses account-based marketing (ABM). It begins with definitions of ABM as a strategic approach that coordinates personalized marketing and sales efforts to open doors and deepen engagement at specific accounts. It then covers a 3 step model for ABM - identifying target accounts (Who), creating customized content and messaging (What), and using various touchpoints and channels (Where). Finally it discusses metrics for measuring the success of ABM programs such as coverage, awareness, engagement, program impact, and influence on sales outcomes.
![[Webinar] The ABCs of ABM (Account-Based Marketing)](https://image.slidesharecdn.com/abcsofaccount-basedmarketing-151013212422-lva1-app6891/85/Webinar-The-ABCs-of-ABM-Account-Based-Marketing-25-320.jpg)
More Related Content
![[Webinar] Give Your SDRs An Unfair Advantage with Predictive](https://cdn.slidesharecdn.com/ss_thumbnails/giveyoursdrsanunfairadvantagewithpredictive-slidesfinal-170322190818-thumbnail.jpg?width=560&fit=bounds)
![[Webinar] How To Build A Predictable ABM Engine](https://cdn.slidesharecdn.com/ss_thumbnails/howtobuildapredictableabmenginev6a-160915184359-thumbnail.jpg?width=560&fit=bounds)
![[Webinar] Jumpstart Account-Based Marketing with Predictive & Outbound Demand...](https://cdn.slidesharecdn.com/ss_thumbnails/jumpstartabmwithpredictiveoutbound-final-160414184614-thumbnail.jpg?width=560&fit=bounds)
![[Webinar] ABM Measurement 101: Account-Based Attribution](https://cdn.slidesharecdn.com/ss_thumbnails/wbn-2019-01-10abmmeasurement101-final-190110185245-thumbnail.jpg?width=560&fit=bounds)
![[Webinar] Creating Harmony Between Demand Generation and ABM](https://cdn.slidesharecdn.com/ss_thumbnails/engagiouberflipwebinar-january29th1-190131170656-thumbnail.jpg?width=560&fit=bounds)
![[Webinar] How To Be A Data-Driven Marketing Powerhouse With Predictive Analyt...](https://cdn.slidesharecdn.com/ss_thumbnails/howtobeadata-drivenmarketingpowerhouse-webinardeckfinal-150714212927-lva1-app6891-thumbnail.jpg?width=560&fit=bounds)
![[Webinar] Predictive Marketing: Competitive Advantage for Today, Survival for...](https://cdn.slidesharecdn.com/ss_thumbnails/predictivemarketing-competitiveadvantage-140910132127-phpapp02-thumbnail.jpg?width=560&fit=bounds)
![[Webinar] Data, Predictive Analytics & Marketing Clouds: The Platform For The...](https://cdn.slidesharecdn.com/ss_thumbnails/datapredictiveanalyticsmarketingclouds-webinardeck20150225-final-150225173354-conversion-gate01-thumbnail.jpg?width=560&fit=bounds)
![[Webinar] Predictive Marketing: The Science Behind Marketing](https://cdn.slidesharecdn.com/ss_thumbnails/mintigo-predictive-marketing-the-science-behind-marketing-140529194957-phpapp02-thumbnail.jpg?width=560&fit=bounds)
Similar to [Webinar] The ABCs of ABM (Account-Based Marketing) (20)
![[Best Practices Webinar] The NEW Clear and Complete Guide to Account Based Ma...](https://cdn.slidesharecdn.com/ss_thumbnails/dgr-engagio-webinar-slidedeckfinal-190128173155-thumbnail.jpg?width=560&fit=bounds)
![[Webinar] 2019 Trends in Account Based Marketing](https://cdn.slidesharecdn.com/ss_thumbnails/marketingprofswebinar2019abmtrendsreport-190718201506-thumbnail.jpg?width=560&fit=bounds)
![[Future of ABM Webinar Series] Mission 5: Using Intent and Fit for Full-Funne...](https://cdn.slidesharecdn.com/ss_thumbnails/futureofabmmission5intentandfit-180912152226-thumbnail.jpg?width=560&fit=bounds)
![[BMUG] Account-Based Marketing Meeting Slides](https://cdn.slidesharecdn.com/ss_thumbnails/bmugmarch-2017-abm-combineddecks-170321201837-thumbnail.jpg?width=560&fit=bounds)
![[Future of ABM Webinar Series] Mission 2: Evolving Your Martech Stack for Acc...](https://cdn.slidesharecdn.com/ss_thumbnails/futureofabm-mission2-martech-180731221102-thumbnail.jpg?width=560&fit=bounds)
![[Webinar] Driving The Ultimate Customer Experience With Predictive Marketing ...](https://cdn.slidesharecdn.com/ss_thumbnails/drivingcustomerexperiencewithpredictivepersonalization-20150409final-150409212716-conversion-gate01-thumbnail.jpg?width=560&fit=bounds)
![[Webinar] Demystifying Predictive Lead Scoring](https://cdn.slidesharecdn.com/ss_thumbnails/demystifyingpredictiveleadscoring-final20140729-140729161641-phpapp01-thumbnail.jpg?width=560&fit=bounds)
![[Webinar] Predictive Lead Scoring: How To Turn Data Into Revenue](https://cdn.slidesharecdn.com/ss_thumbnails/smartbear-mintigo-marketowebinar-final-20140604-140625152028-phpapp02-thumbnail.jpg?width=560&fit=bounds)
![[Mintigo Webinar] Content Intelligence: How To Survive The Arms Race In Conte...](https://cdn.slidesharecdn.com/ss_thumbnails/webinaroncontentintelligence2013-131112184840-phpapp02-thumbnail.jpg?width=560&fit=bounds)
![[Mintigo Webinar] Mining For Gold In Your Email House List](https://cdn.slidesharecdn.com/ss_thumbnails/mintigo-webinar-mining-gold-email-list-final-130910160931-phpapp02-thumbnail.jpg?width=560&fit=bounds)
![[Mintigo Webinar] How DocuSign Built A World-Class Lead Nurturing Program](https://cdn.slidesharecdn.com/ss_thumbnails/webinar-how-docusign-built-world-class-lead-nurture-program-final-130724163806-phpapp01-thumbnail.jpg?width=560&fit=bounds)
[Webinar] The ABCs of ABM (Account-Based Marketing)
- 1. The ABCs of Account-Based Marketing Presented by: Jon Miller Co-founder & CEO Atul Kumar Chief Product Officer
- 2. Audio Check Audio is delivered via your computer speakers Please let us know in the chat window if there are audio issues Webinar Replay Available We will send you a recording of today’s session afterwards Ask Questions In The Chat Window Ask questions at anytime & we will answer them during Q&A House Keeping
- 3. • What is Account-Based Marketing • 3 Step Model for Account-Based Marketing • Metrics for ABM Topics for Today
- 4. So What Is Account-Based Marketing?
- 5. Different Deal Types Require Different Types of Marketing Support Different Demand Types Account- Based Marketing Demand Generation ©2015 Engagio, Inc. All rights reserved.
- 6. Account-Based Marketing: A strategic approach that coordinates personalized marketing and sales efforts to open doors and deepen engagement at specific accounts – @jonmiller ©2015 Engagio, Inc. All rights reserved.
- 7. Different Model Up to 17 people influence enterprise purchases (up from 10 in 2011)* *2014 IDG Enterprise Role & Influence of the Technology Decision-Maker survey “Person-centric” “Account-centric” • Decision maker • End users • Influencers Going After Target Accounts Requires an Account-Centric Focus ©2015 Engagio, Inc. All rights reserved.
- 8. Different Tactics Inbound vs. Outbound You Need Targeted Tactics to Reach Specific People at Specific Accounts ©2015 Engagio, Inc. All rights reserved.
- 9. Land and Expand Often, The Best Account-Based Marketing Opportunities Are At Current Customers
- 10. “ABM Delivers The Highest ROI Of Any B2B Marketing Strategy Or Tactic” (ITSMA) About the same Somewhat higher Significantly higher 16% 42% 42% ROI of ABM How does ABM return on investment (ROI) compare to other marketing initiatives? % of Respondents (N=38) ITSMA Account Based Marketing Survey, October 2013 • Focuses time and resources on accounts most likely to drive revenue (“zero waste”) • Improves marketing- sales alignment • Creates a better, more coordinated customer experience ©2015 Engagio, Inc. All rights reserved.
- 11. ABM Today is Like Like Lead Nurturing in 2008 The Next Big Thing? Google Trends “Sales has been doing target account selling for years; marketing is now sophisticated enough to do some of the same tactics at scale.” “Your timing is very good, based on what we see happening at Sirius. We launched an ABM practice in response to a groundswell.” “Account based marketing is red hot...several attendees named account based marketing as their top priority right now” “…it’s clear that we’ve passed the fad phase of ABM’s most recent comeback. Now, we’re solidly in the trend phase.” Marketers know they need to do it, and are trying to figure out how
- 12. 3 Step Model for Account- Based Marketing Account- Based Marketing Who What Where
- 13. ABM Planning Starts With The Account, Not the Offer ©2015 Engagio, Inc. All rights reserved. #FlipMyFunnel What do we want to say? (offers) Who should we say it to? (segments) Who are we trying to reach? (accounts) What should we say? (content) Where should we say it? (channels) Where should we say it? (channels) DEMANDGEN ABM
- 15. B2B Buying Is A Team Sport Stake Holder Security Officer Economic Buyer Project Lead Approver User Your Customer ©2015 Mintigo, Inc. All rights reserved.
- 16. = Above $1B in revenue HQ in North America Financial roles & ;tles Company • Revenue • Number of Employees • HQ Loca;on • Industry • Contact informa;on • Behavioral data • Product Usage / Ownership 10% to 20% of your top accounts don’t fit your defini;on! Your Customer Who Are Your Customers? ©2015 Mintigo, Inc. All rights reserved.
- 17. = Early adopters Compliance requirements High turnover in IT Company • Cloud Compu;ng: AWS • Marke;ng Automa;on: Eloqua • CRM: Salesforce.com • Compliance requirements: PCI/ DSS, HIPPA, Truste • Hiring employees: SEIM, cyber a[ack, cyber security, IT security, security cer;fied You can’t target what you can’t see! Your Customer Who Are Your Customers? ©2015 Mintigo, Inc. All rights reserved.
- 18. Buyer Lifecycle Marketing Fit Analysis -‐ Journey Relevance Intent Analysis -‐ Journey Relevance Behavior Analysis -‐ Journey Relevance Acme Inc. ©2015 Mintigo, Inc. All rights reserved.
- 19. Get A Full Picture Of Your Customers Marketing Indicators • Hiring PR Positions • Hiring Marketing Communications Positions • Hiring Content Marketing Positions • Hiring Promotions Positions • Hiring Demand Gen Positions • Hiring Digital Marketing Positions • Social Network Advertising: Twitter • Social Network Advertising: Facebook Advertising Platforms • Online Advertising Platform: AdRoll • Advertising Platform Technology: FetchBack • Website Technology: Ad Services • Advertising Platform Technology: Atlas • Advertising Technology: DoubleClick for Advertisers Email Marketing Technology • Email Marketing Technology: VerticalResponse • Email Marketing Technology: MailChimp • Email Marketing Technology: AWeber • Email Marketing Technology: iContact • Email Marketing Technology: Cheetahmail • Email Marketing Technology: Constant Contact Marketing Automation Software • Marketing Automation Technology: Pardot • Marketing Automation Technology: Act-On • Marketing Automation Technology: Eloqua • Marketing Automation Technology: Unica • Marketing Automation Technology: Genius • Marketing Automation Technology: Hubspot • Marketing Automation Technology: Marketo • Marketing Automation Technology: Silverpop Digital Marketing Technology • Digital Marketing Technology: Tealium • Digital Marketing Technology: Ensighten • Digital Marketing Technology: Optify • Digital Marketing Technology: ExactTarget • Digital Marketing Technology: LeadLander Marketing Content on Website • Website Content: Newsletter • Website Content: Whitepapers • Website Content: Webinar • Website Content: Blog Contact Form in • Website Infographics Technology: Visually • Infographics Technology: Infogram 150M Contacts10M Companies 2500+ MIs ©2015 Mintigo, Inc. All rights reserved.
- 20. Identify The Ideal Customer DNA Ideal Prospect 150-‐250 MIs Customers Prospects Predic;ve score & Insights 2,500+ MI’s 10 MM Companies 150 MM Contacts Data as is . . . Enriched Validated Appended ©2015 Mintigo, Inc. All rights reserved.
- 21. Buyer Lifecycle Marketing – ABM Accounts
- 23. What Does Sales Want From Marketing? ©2015 Engagio, Inc. All rights reserved. What “A meaningful and real relationship with the decision-makers + relationship with all significant decision influencers + understanding of the dynamics of the specific customers' business.” New relationships: • Accurate and clean contacts • Air cover (awareness) • Access and coverage (e.g. engagement heat map) • Meetings (where person knows why they are meeting) Insights: • Research: org chart, budget, initiatives, priorities • Timeline: what’s gone to each customer, their status, etc. • Reasons to call • Account specific content
- 24. With #ABM you need to knock on people’s doors. – @jonmiller ©2015 Engagio, Inc. All rights reserved.
- 26. e cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. Opt out, tune out, toss out
- 27. Outbound Does Not Mean Interruption Account-based marketing applies best concepts from demand generation to outbound prospecting: • Content driven • Helpful and valuable • Focused on the buyer, not the company • Personalized and relevant • Highly measurable • Continuously improving • Deep sales and marketing alignment Not Interruption Marketing ©2015 Engagio, Inc. All rights reserved.
- 28. Great ABM Requires Great Customer Knowledge “A structured approach to developing and implementing highly-customized marketing campaigns to markets of one.” – ITSMA ©2015 Engagio, Inc. All rights reserved.
- 29. Buyer Lifecycle Marketing – ABM
- 30. Right Content – ABM 5X SiteProtect UltraDNS ©2015 Mintigo, Inc. All rights reserved.
- 31. Buyer Lifecycle Marketing – New Accounts & Leads 10,000 30,000
- 32. Focus On Your Customers • Understand the persona of your best customers – help you create content and discover segments to target • Find the best accounts to target – build predictive models to identify best accounts who are likely to buy your product & services • Discover new accounts – target accounts that are interested in your products but haven’t interacted with you directly Your Customer ©2015 Mintigo, Inc. All rights reserved.
- 34. Commonly Used ABM Tactics Events Outbound Digital • Owned events • Partner events • Third-party events • Prospecting (SDR) • Email • Phone • Social • Direct mail / dimensional mailer • Ads • IP-based ads • Retargeting (persona- based ads) • Facebook / Twitter ads • LinkedIn ads • Web personalization • Paid lead gen Channels ©2015 Engagio, Inc. All rights reserved.
- 35. Orchestration: It’s not about any one tactic; it’s the MIX of touches that drives success.
- 36. Example: Marketo Fortune Cookie Campaign • Targeted high value but inactive contacts • 63% connect rate, 5% opportunity rate • $13,000 investment • $200,000+ revenue Integrated Tactics ©2015 Engagio, Inc. All rights reserved.
- 37. Metrics for ABM
- 38. It’s called “business to business”, not “business to lead” – @jonmiller ©2015 Engagio, Inc. All rights reserved. Waterfall is Insufficient
- 39. Don’t count the people you reach; reach the people that count. – David Ogilvy
- 40. Coverage Do you have sufficient data, opt-in contacts, and account plans for each target account? ©2015 Engagio, Inc. All rights reserved. “Big 5” ABM Metrics (1)
- 41. Awareness Which target accounts have any awareness of us? Are they visiting the website? ©2015 Engagio, Inc. All rights reserved. “Big 5” ABM Metrics (2)
- 42. Engagement Are the right people at the account spending time with your company, is that engagement going up over time? ©2015 Engagio, Inc. All rights reserved. “Big 5” ABM Metrics (3a)
- 43. Engagement Are the right people at the account spending time with your company, is that engagement going up over time? ©2015 Engagio, Inc. All rights reserved. “Big 5” ABM Metrics (3b) Marketing Qualified Account (MQA): An account (or discrete buying center) that has reached enough aggregate engagement.
- 44. Engagement Are the right people at the account spending time with your company, is that engagement going up over time? ©2015 Engagio, Inc. All rights reserved. “Big 5” ABM Metrics (3c)
- 45. Program Impact Are marketing programs reaching the target accounts? How much waste is there? ©2015 Engagio, Inc. All rights reserved. “Big 5” ABM Metrics (4) FOCUS %ofsuccessesfrom targetaccounts COVERAGE % target accounts with a success
- 46. Influence How are the ABM activities improving sales outcomes such as deal velocity, win rates, average contract values, retention, and net promoter scores ©2015 Engagio, Inc. All rights reserved. “Big 5” ABM Metrics (5) • “Top 25% engagement = 18% faster sales cycles.” • “Accounts with >three engaged contacts = 15% higher contract values.” • “Accounts that attended that dinner = 16% more movement to next opp stage.”
- 47. ABM Market Map Selection Insights Content Interactions Orchestration Measurement Identify target accounts and contacts Understand what is relevant and resonant at account (triggers, priorities, etc.) Create account- specific content and messaging to use in outreach Manage 1:1 account-specific interactions in channel – Events, Outbound, Digital (ads, web) Orchestrate intelligent account plans across teams and channels Show impact of ABM efforts: coverage, awareness, engagement, impact, influence Complementary WebAds DataPredictive Paid Insights Sales SDR Direct
- 48. • 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, impact & influence Tweetable Takeaways @jonmiller @atkumar47 ©2015 Engagio, Inc. All rights reserved.