From the B2B Content2Conversion Conference, with:
Panelists:
-Chris Golec, CEO of Demandbase
-Sander Arts, VP, Corporate Marketing, Atmel
-Jen Gray, Director of Marketing, Extole
7. 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
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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
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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