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How to Prove ABM Success in 6 Months or Less
This document discusses how to prove the success of an Account-Based Marketing (ABM) program in 6 months or less. It recommends defining success metrics upfront and focusing on 3 main metrics: relationships within accounts, reputation, and revenues/pipeline. It then provides examples for different ABM strategies, showing how the metrics could improve over 6 months to demonstrate success. For a 1:1 ABM approach, the goal may be strategic conversations and meetings. For a 1:few approach, the goal could be opportunities created. And for a 1:many approach, the goal may be overall revenue targets. In all cases, the document stresses establishing a baseline to measure improvements over the 6 month period.
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Similar to How to Prove ABM Success in 6 Months or Less
How to Prove ABM Success in 6 Months or Less
- 1. © 2019 Inverta Howto Prove ABM Success in 6 Months or Less Kathy Macchi, VP Consulting ServicesMarch 14, 2019
- 2. © 2019 Inverta Realestate millionaire in just 90 days! Get rich in the stock market with these 3 tips! Lose 30 pounds in 30 days! Cure all with this one pill! Call now!
- 3. © 2019 Inverta Abstract Howcan you commit to the ABM long game when your department is desperate for a couple of quick wins? This session will share the secrets to balancing long-term gains with short- term success and demonstrate how you can win big by reporting key ABM program metrics that show business impact in less than six months.
- 4. © 2019 Inverta JamieOliver: 5 Ingredients Charter Account List Research Messaging & Flagship Content Shared Metrics
- 5. © 2019 Inverta Ingredient1: Charter Charter Account Selection Research Messaging &Flagship Content Shared Metrics
- 6. © 2019 Inverta 40%40% 20% Ingredient 2: Account List Charter Account Selection Research Messaging &Flagship Content Shared Metrics
- 7. © 2019 Inverta 60%25% 15% List Offer Creative Charter Account Selection Research Messaging &Flagship Content Shared Metrics
- 8. © 2019 Inverta Ingredient3: Research Charter Account Selection Research Messaging &Flagship Content Shared Metrics
- 9. © 2019 Inverta Ingredient4: Messaging and Flagship Content Charter Account Selection Research Messaging &Flagship Content Shared Metrics
- 10. © 2019 Inverta Ingredient5: Shared Metrics Charter Account Selection Research Messaging &Flagship Content Shared Metrics
- 11. So how doI show progress in 6 months?
- 12. © 2019 Inverta Startwith the end in mind. Define success. Month 1 Month 2 Month 3 Month 5 Month 4 Month 6
- 13. © 2019 Inverta IfABM 1:1 Success: Strategic conversations and meetings with key stakeholders Month 1 Month 2 Month 3 Month 5 Month 4 Month 6
- 14. © 2019 Inverta IfABM 1:Few Success: Opportunities created at a handful of accounts Month 1 Month 2 Month 3 Month 5 Month 4 Month 6
- 15. © 2019 Inverta IfABM 1:Many Success: Revenue Month 1 Month 2 Month 3 Month 5 Month 4 Month 6
- 16. © 2019 Inverta ShowBusiness Impact • Compare your ABM accounts to your non-ABM accounts ‒ Win rate ‒ Average deal size ‒ Deal velocity ‒ Advocates and references ‒ Marketing ROI
- 17. © 2019 Inverta 3Main Metrics Source: ITSMA Relationships which indicate deeper penetration within accounts Reputation which may include improving perception and/or educating accounts on your offerings or capabilities Revenues including pipeline as well as specific, identified sales opportunities
- 18. © 2019 Inverta BuildReputation and RelationshipsPlan Completed If ABM 1:1 Charter created. Conduct research. ABM workshop. Build ABM plan and sign-off. Develop thought leadership and learn more about stakeholders. Creatively distribute thought leadership & exec relationship building. Rich conversations about your thought leadership. Success: Strategic conversations and meetings with key stakeholders Month 1 Month 2 Month 3 Month 5 Month 4 Month 6 Success!
- 19. © 2019 Inverta DemonstratingSuccess for 1:1 ABM Establish a baseline for each metric to see improvement over time.
- 20. © 2019 Inverta Revenue IfABM 1:Few Charter created. Conduct industry research. Build ABM Plan and get buy-in. Build dynamic landing pages for “customized” content. Creatively distribute thought leadership. Executive relationship building. Rich conversations and opportunities created. Success: Opportunities created at a handful of accounts Build Reputation and RelationshipsPlan Completed Month 1 Month 2 Month 3 Month 5 Month 4 Month 6 Success!
- 21. © 2019 Inverta DemonstratingSuccess for 1:Few ABM Establish a baseline for each metric to see improvement over time.
- 22. © 2019 Inverta RevenueCampaign Launched PlanCompleted Campaign Built Engagement! If ABM 1:Many Charter created. Account selection Messaging and campaign build Campaign activation Awareness & engagement Opportunity support Closed/won deals Define success. Revenue Month 1 Month 2 Month 3 Month 5 Month 4 Month 6 Success!
- 23. © 2019 Inverta DemonstratingSuccess for 1:Many ABM Establish a baseline for each metric to see improvement over time.
- 24. © 2019 Inverta Charter Research: DrivesContent Accounts Orchestration & Collaboration
- 25. Kathy Macchi VP, ConsultingServices Inverta p. 1-512-454-2423 Email: [email protected]