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6 Steps to Account-Based Marketing Success

Account-based marketing (ABM) is gaining ground among B2B marketers. In fact, more than 90% of B2B marketers believe ABM is absolutely essential. And it’s for good reason: ABM’s ROI reportedly outperforms all other B2B marketing investments.

Identifying the right accounts to target is one of the first steps, and this is typically accomplished by combining customer insights and marketing data. Understanding what your ideal customer looks like, and how marketing in the past has worked for similar clients is the information you'll need. These customer focused insights will also lead the way for the message. Making a personalized message for your targets is a sure way to increase engagement. Understanding your company, and having the right tools to research, should give you insights into decision makers or targets within the company. The final step in any successful marketing department is tracking your successes and failures. With out these insights marketing all marketing efforts will be fortuitous.

Learn more about how to implement these account based marketing best practices from this SlideShare.

6 Steps to Account-Based Marketing Success

  1. 1. 6SIMPLE STEPS TO ABM SUCCESS
  2. 2. Account-based marketing (ABM) is gaining ground among B2B marketers. In fact, more than 90% of B2B marketers believe ABM is absolutely essential. And it’s for good reason: ABM’s ROI reportedly outperforms all other B2B marketing investments. However, labeling ABM as a marketing program is a misnomer. It’s really a business initiative that requires marketers to collaborate closely with other teams, including product, sales, IT and customer service. Follow these 6 steps, and your marketing will be ABM-ready before you know it.
  3. 3. Combine your customer data with trusted market data, segment along multiple dimensions, build ideal profile. KNOW YOUR MARKET 1
  4. 4. Select target accounts for both account management and business development teams, map contact coverage in target accounts. 2 IDENTIFY & VALIDATE TARGETS
  5. 5. Identify relevant data & contacts, map influencer and decision makers. Connect account insights to sales & marketing strategy. 3 POPULATE ACCOUNT MAP
  6. 6. Using insights gathered, generate or modify messages and content personalized for target accounts and contacts. 4 PERSONALIZE THE MESSAGE
  7. 7. Create engagement plans, personalized marketing campaigns, and direct touch points with account contacts. 5 EXECUTE THE PROGRAM
  8. 8. Track results, refine as needed. Consider any account or market changes. 6 MEASURE, REFINE, EXPAND
  9. 9. ABOUT DUN & BRADSTREET Dun & Bradstreet (NYSE: DNB) grows the most valuable relationships in business. By uncovering truth and meaning from data, we connect our customers with the prospects, suppliers, clients and partners that matter most, and have since 1841. Nearly ninety percent of the Fortune 500, and companies of every size around the world, rely on our data, insights and analytics. For more about Dun & Bradstreet, visit DNB.com. Twitter: @DnBUS © Dun & Bradstreet, Inc. 2018. All rights reserved. LEVERAGE A STRONG DATA FOUNDATION TO FUEL ABM SUCCESS By following these 6, simple steps, you’ll have the foundation to build and execute an ABM program at scale. But, true success starts and ends with data for in-depth insight and account selection. Visit www.dnb.com/perspectives to learn more.

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