11. What drove the change?
IP Targeting
Account-based, real time bidders
Real time customization
More bandwidth/faster speeds
DMPs
Frustrated B2B Marketers
12. Getting Started with ABM
Align sales
and marketing
Identify
target accounts
Develop ABM
Marketing Plan
Measure
13. Align
Sales and
Marketing
Philosophical Alignment
Shared belief in an
account-based approach
Commitment to collaboration
Operational Alignment
Target account list selection
Planning and execution
cadence
Metrics/Goals Alignment
Shared across teams
Connected to business impact
14. Segmenting Your Target Account List
Segments you select must have discrete business objectives
that marketing can build programs to support
Healthcare
FinServ
Manufacturing
Technology
Competitor
B
Competitor
D
Competitor
C
Competitor
A
Funnel Stage Industry
Competitive
Displacement
ColdLate Stage
MQL/SAL
In
Pipe
15. The ABM Marketing Mix
Events
What percentage of attendees are on
my target account list?
Fewer Events, Greater Investment
Digital Campaigns
How do I provide a consistent, relevant
experience?
Optimize for the 15%
Customer Marketing
How can I support our customer
success team and our AEs?
Selling to and with our Customers
Field Campaigns
Which regions have the greatest
concentration of target accounts?
Set the strategy, don’t chase requests
Target
Account List
16. Close Rates
ACV
Funnel Velocity
Impressions/CPMs
Click-through Rates
Web Traffic
Unique Visitors
Net New Names
Inquiries
MQLs
Target Account Activity
Opportunities
Pipeline
Closed Revenue
Available to Close
Measuring Success
Campaign Metrics Business Outcomes
17. TARGET
ACCOUNTS
Positioning/Attribute
Targeting
► technology footprint
► competitive displacement
► regulatory issues
Company Size or Industry
Targeting
► mid market vs. enterprise
► FSI vs manufacturing vs.
healthcare
Sales Cycle Targeting
► prospect vs. customer
► pre-sales engagement vs.
pipeline push
ABM MATURITY MODEL
TIER1TIER2TIER3
MEASUREMENT
Business Outcomes
► ACV
► close rate
► retention/upsell
Campaign Performance
► CTRs
► Conversions
► inquiries
► MQLs
Revenue Performance
► lift
► pipeline
► funnel velocity
MARKETING
PROGRAMS
Analog and Digital
Full Funnel
► ads, website, MAS/CRM
► corporate events
► field activities
Bottom of the Funnel/
Lead Generation
► data append
► forms autofill
Full Funnel Digital
► ads/attraction
► website engagement
► MAS/CRM
TIER1TIER2TIER3
TIER1TIER2TIER3
TIER1TIER2TIER3
SALES & MARKETING
ALIGNMENT
Metrics and Goals
Alignment
► shared across teams
► connected to business
impact
Operational Alignment
► target account selection
► planning and execution
cadence
Philosophical Alignment
► shared belief in an account-
based approach
► commitment to collaboration
22. Click Through Rates
Impressions/CPMs
Web Traffic
Unique Visitors
Conversions
Inquiries
MQLs
Measuring Success
Opportunities
Pipeline
Close Rates
ACV
Funnel Velocity
Target Account Activity
Lift
Retention And Upsell
VS
Campaign Performance Business Impact
Editor's Notes
1
4
6
7
8
11
12
13
Increasing % of revenue from a particular segment
Winning XX number of competitor’s customers
Increasing revenue from existing customers by XX%
You have limited resources – money, manpower, etc. Why not spend it in the most efficient manner possible?
Sponsored events: only do them if 30% of attendees is on our target account list
Advertising: only spend money on the accounts we care about
Campaigns: segment to deliver relevant content in an integrated fashion: emailadvertisingweb experience
Corporate Events: all marketing focused on key segments and target accounts; 400 target account contacts is better than 750 that includes non-target accounts.
----- Meeting Notes (6/22/15 10:59) -----
Pause here. Use this as discussion - group discussions.