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Fireside Chat with Sander Arts of Atmel: The Journey to Account-Based Marketing for B2B Marketers


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From the B2B Content2Conversion Conference, with:

-Chris Golec, CEO of Demandbase
-Sander Arts, VP, Corporate Marketing, Atmel
-Jen Gray, Director of Marketing, Extole

Published in: Business
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Fireside Chat with Sander Arts of Atmel: The Journey to Account-Based Marketing for B2B Marketers

  1. 1. #C2C16 Fireside Chat The Journey to Account-Based Marketing for B2B Marketers
  2. 2. #C2C16
  3. 3. #C2C16 More marketers are AWARE of ABM of B2B companies are aware of ABM. 1 75% of marketers say that ABM delivers higher ROI than any other marketing approach. 2 84% 1. Demand Metric “Defining Digital Impact in the B2B Enterprise” 2. ITSMA
  4. 4. #C2C161. Demand Metric “Account-Based Marketing Adoption” More marketers are USING ABM of B2B companies employing ABM plan to increase their ABM efforts over the next 12 months. 1 72% of B2B companies employing ABM plan to invest more in technology over the next 12 months. 1 61%
  5. 5. #C2C16 More marketers are having SUCCESS with ABM of B2B marketers employing ABM stated they are aligned with sales.1 91% of B2B companies said Account-Based Marketing has an impact on marketing’s success. 2 96% 1. SiriusDecisions’ “2015 State of Account-Based Marketing” 2. Demand Metric “Account-Based Marketing Adoption”
  6. 6. Getting Started with ABM Align sales and marketing Identify target accounts Develop ABM Marketing Plan Measure
  7. 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 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
  8. 8. #C2C16 Let’s Talk About the ABM Journey Chris Golec CEO Demandbase Sander Arts VP of Marketing ATMEL Jen Gray Director of Marketing Extole
  9. 9. #C2C16