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The CMO Blueprint for Account-Based Marketing
This document outlines the challenges currently facing B2B marketers and introduces account-based marketing (ABM) as a solution. It notes that B2B buyers now do more research, involve more stakeholders in decisions, and expect more personalized experiences. Traditional lead-based marketing is less effective in this new environment. The document then describes ABM, highlighting its focus on identifying, engaging, and measuring success at the account level rather than individual lead level. It provides statistics showing high ROI and importance of ABM but low adoption rates so far. Finally, it promotes resources like an ABM book and technology solutions to help companies implement ABM strategies.
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Introduction to ABM and its necessity for B2B marketers today.
B2B marketers face complications from increased stakeholder involvement and research demands.
B2B buyers' expectations have evolved; leads are harder to generate and convert.
Understanding that marketers need solutions like Account-Based Marketing to address their challenges.
ABM is a targeted strategy focusing on company accounts rather than individual leads.
Fundamental principles of ABM involve identifying, expanding, engaging, and advocating for accounts.
Majority of marketers find ABM effective, but implementation rates are lagging.
Steps to successfully launch and improve ABM using various tools and evaluating tech setups.
Introduction to Sangram Vajre and his contributions to B2B marketing and ABM.
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The CMO Blueprint for Account-Based Marketing
- 1. The CMO Blueprintfor Account-Based Marketing Why B2B Marketers Need to Get Started with ABM
- 2. B2B Marketers Work inChallenging Times
- 3. More People AreInvolved %%3434 of B2B buyers have increased the number of stakeholders involved in the purchase process. Source: DemandGen
- 4. More People areInvolved. 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
- 5. Buyers Do MoreResearch, 9494%%of B2B buyers conduct some form of online research before buying a business product. Source: MarketingProfs
- 6. Especially When CostsAre 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
- 7. Buyers Wait to ComeForward 5757%% Buyers don’t contact suppliers directly until of the purchase process is complete. Source: Corporate Executive Board
- 8. And This Trend WillOnly Continue 8080%% By 2020, of the buying process will occur without any direct human-to- human interaction. Source: Forrester
- 9. Buyer Expectations Have Changed B2Bbuyers 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
- 10. #1 According to B2B marketers,generating high-quality leads is the top challenge today. Quality Leads Are Scarce The #1 Challenge. Source: IDG Enterprises
- 11. 0.75% Even Qualified Leads AreDifficult to Close 0.75% of leads generated become closed revenue. Source: Forrester
- 12. When Times Are WhatDo You Do? Challenging
- 13. You Look for YourChallenges Solutions That Address
- 14.
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- 16. reliabletraditional reliabletraditional The Account-BasedMarketing approach practices and B2B principles but targets company accounts rather than individual sales leads.
- 17. successful B2B marketing Itrecognizes that successful B2B marketing is about speaking to a collective business or department, not to isolated individuals.
- 18. marketingsales Account-based marketing requires aclose collaboration and alignment of and marketingsales …
- 19. to create highlyengaging, personalized interactions that today’s decision makers have come to expect.expect.expect. …
- 20. Account-based marketing isnot a ‘one and done’‘one and done’ campaign or tactic.
- 21. It’s a business philosophy and strategy, and it’s always turned onturned on for an account.
- 22. 66 Foundational PillarsFoundationalPillars Get Started with the Account-Based Marketing.of
- 23. Flip the Funnel 11 Traditionally,prospects begin at the top of the buyer journey and move down to the bottom.
- 24. Flip the Funnel 11 Withaccount-based marketing, you flip the funnel on its head. IDENTIFY EXPAND ENGAGE ADVOCATE Source: © Account-Based Marketing For Dummies
- 25. Identify the Best FitAccounts 22 Find and engage the right companies so that resources aren’t used on prospects that will not become customers.
- 26. Expand Contacts Within anAccount 33 Build relationships with multiple people within an account. Remember, business decisions are made by more than one person.
- 27. Engage Accounts on TheirTerms 44 Engage contacts on the channels where they’re most active with the messages and content they want.
- 28. Create Customer Advocates 55 Leverage customer relationshipsto create brand champions and authentic advocates.
- 29. Measure Success 66 With account-based marketing, measurementfocuses on performance indicators that evaluate success at the account level.
- 30. Transform Your Businesswith Account-Based MarketingAccount-Based Marketing
- 31. of marketers sayaccount-based marketing has higher ROI than other marketing activities. 97%97% Source: Marketo
- 32. of marketers sayaccount-based marketing provides significant benefits to retain and expand client relationships. 85%85% Source: Alterra Group
- 33. of B2B marketerssay account- based marketing is either very or extremely important… 90%90% But while Source: SiriusDecisions
- 34. of practitioners haveimplemented Account-Based Marketing strategies. 20%20% Less than Source: SiriusDecisions
- 35. Launch and Accelerate Account-BasedMarketingAccount-Based Marketing with These Tools
- 36. Get the Bookthat Explains Account-Based MarketingAccount-Based Marketing Step-by-Step It’s the first-ever ABM book. It’s for beginners, experts and everyone in-between.
- 37. Click here to learnmore. Get the Book that Explains Account-Based MarketingAccount-Based Marketing Step-by-Step It’s the first-ever ABM book. It’s for beginners, experts and everyone in-between.
- 38. Evaluate Your Existing Account-BasedMarketingAccount-Based Marketing Tech Eco-System for Determine which resources to buy, replace or repurpose to create a best-in- class ABM stack.
- 39. Evaluate Your Existing Account-BasedMarketingAccount-Based Marketing Tech Eco-System for Determine which resources to buy, replace or repurpose to create a best-in- class ABM stack. Click here to learn more.
- 40. Build Your Complete Account-BasedMarketingAccount-Based Marketing Technology Solution Align technology to the core components of your ABM strategy.
- 41. Build Your Complete Account-BasedMarketingAccount-Based Marketing Technology Solution Align technology to the core components of your ABM strategy. Click here to find out how.
- 42. Get to Know SangramVajre Get to Know Sangram Vajre Sangram 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.