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Account Based Marketing:Account Based Marketing:
How to get your ProspectsHow to get your Prospects
from Potential Friends...
What is Account Based Marketing?What is Account Based Marketing?
ABM
By the Book DefinitionBy the Book Definition
Account Based
Marketing or ABM,
is the practice of
marketing toward
a specifi...
In Simple Terms…In Simple Terms…
You are
researching and
trying to appeal to only
one specific
client
Who Cares?Who Cares?
You Should…You Should…
According to ITSMA there are five major reasons most
companies are practicing ABM
Reason #1Reason #1
ABM represents a
potentially significant
improvement to the
existing account planning
process
Reason #2Reason #2
Adds the “power” of
marketing to the account
development process
Marketing
Reason #3Reason #3
Helps companies focus
on their most important
accounts and opportunities
ReasonReason #4#4
Develops deeper
relationships with a
broader set of decision
makers
(get to long walk on the beaches lev...
ReasonReason #5#5
ABM has a high rate of
return
So How Do I ABM?So How Do I ABM?
ITSMA and DemandBase believe in a five
step program in order to make ABM work
Step 1Step 1
Align
(Be on the same track!)
AlignAlign
To align means to unite your
sales and marketing team as one
Together they
will make better
judgments in
choosi...
Step 2Step 2
Pilot
PilotPilot
To pilot essentially means trial and error
Find out what ABM
techniques
work and what don’t
Step 3Step 3
Build
BuildBuild
Once you have identified
techniques that work
expand
Pick more accounts
that can be
profitable
with ABM
Step 4Step 4
Standardize
StandardizeStandardize
The more ABM accounts you get the more you need a
model
Develop a way of pushing
out more ABM progr...
Step 5Step 5
Scale
ScaleScale
ABM has a great
potential for revenue
Apply ABM to other fields of
marketing
Myths About ABMMyths About ABM
Sales Calls the ShotsSales Calls the Shots
Sales doesn’t have the only or
final say
Equal
partnerships
between the sales a...
You Can Only Handle SoYou Can Only Handle So
Many Accounts With ABMMany Accounts With ABM
It does take a little more time
...
You Don’t Really Need Info onYou Don’t Really Need Info on
Your ClientsYour Clients
Because you are giving them the
time o...
Use ABM on All AccountsUse ABM on All Accounts
ABM is designed for the big
profit accounts
Client A
Client B
Which one wou...
Let’s RecapLet’s Recap
Align
Pilot
Build
Standardize
Scale
Step 1
Step 2
Step 3
Step 4
Step 5
Make an Arranged MarriageMake an Arranged Marriage
The Sales and Marketing team
need to
come together
in holy matrimony in...
Don’t Over Do ItDon’t Over Do It
It’s the same as underwear, one size
does not fit all
ABM works because you are
specifica...
Supply and DemandSupply and Demand
The more you want the more ABM
programs you need to develop
DO YOUR HOMEWORKDO YOUR HOMEWORK
ABM only works if you really
KNOW the client
Learn everything
about them down to their
fa...
Always Make ThemAlways Make Them
Feel SpecialFeel Special
Finally, remember
the purpose of ABM
is to appear
personalized
t...
Learn More!Learn More!
For more information about Account Based
Marketing check out our free “Orange
Paper” All You Need t...
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Account Based Marketing

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Tips and tricks on how to get your Account Based Marketing program rolling!

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Transcript of "Account Based Marketing"

  1. 1. Account Based Marketing:Account Based Marketing: How to get your ProspectsHow to get your Prospects from Potential Friends tofrom Potential Friends to Friends with BenefitsFriends with Benefits
  2. 2. What is Account Based Marketing?What is Account Based Marketing? ABM
  3. 3. By the Book DefinitionBy the Book Definition Account Based Marketing or ABM, is the practice of marketing toward a specific prospect with a completely personalized marketing campaign.
  4. 4. In Simple Terms…In Simple Terms… You are researching and trying to appeal to only one specific client
  5. 5. Who Cares?Who Cares?
  6. 6. You Should…You Should… According to ITSMA there are five major reasons most companies are practicing ABM
  7. 7. Reason #1Reason #1 ABM represents a potentially significant improvement to the existing account planning process
  8. 8. Reason #2Reason #2 Adds the “power” of marketing to the account development process Marketing
  9. 9. Reason #3Reason #3 Helps companies focus on their most important accounts and opportunities
  10. 10. ReasonReason #4#4 Develops deeper relationships with a broader set of decision makers (get to long walk on the beaches level...)
  11. 11. ReasonReason #5#5 ABM has a high rate of return
  12. 12. So How Do I ABM?So How Do I ABM? ITSMA and DemandBase believe in a five step program in order to make ABM work
  13. 13. Step 1Step 1 Align (Be on the same track!)
  14. 14. AlignAlign To align means to unite your sales and marketing team as one Together they will make better judgments in choosing accounts
  15. 15. Step 2Step 2 Pilot
  16. 16. PilotPilot To pilot essentially means trial and error Find out what ABM techniques work and what don’t
  17. 17. Step 3Step 3 Build
  18. 18. BuildBuild Once you have identified techniques that work expand Pick more accounts that can be profitable with ABM
  19. 19. Step 4Step 4 Standardize
  20. 20. StandardizeStandardize The more ABM accounts you get the more you need a model Develop a way of pushing out more ABM programs
  21. 21. Step 5Step 5 Scale
  22. 22. ScaleScale ABM has a great potential for revenue Apply ABM to other fields of marketing
  23. 23. Myths About ABMMyths About ABM
  24. 24. Sales Calls the ShotsSales Calls the Shots Sales doesn’t have the only or final say Equal partnerships between the sales and marketing team will identify the best accounts
  25. 25. You Can Only Handle SoYou Can Only Handle So Many Accounts With ABMMany Accounts With ABM It does take a little more time to go after accounts with ABM Slow and Steady Wins the Race. The more ABM programs you develop the better chances at landing big accounts
  26. 26. You Don’t Really Need Info onYou Don’t Really Need Info on Your ClientsYour Clients Because you are giving them the time of day means you can’t skimp out on the research Learn about them!
  27. 27. Use ABM on All AccountsUse ABM on All Accounts ABM is designed for the big profit accounts Client A Client B Which one would you choose? The bigger the client the bigger the profit, the smaller the client the smaller the profit
  28. 28. Let’s RecapLet’s Recap Align Pilot Build Standardize Scale Step 1 Step 2 Step 3 Step 4 Step 5
  29. 29. Make an Arranged MarriageMake an Arranged Marriage The Sales and Marketing team need to come together in holy matrimony in order for a successful ABM program
  30. 30. Don’t Over Do ItDon’t Over Do It It’s the same as underwear, one size does not fit all ABM works because you are specifically tailoring to a prospective client
  31. 31. Supply and DemandSupply and Demand The more you want the more ABM programs you need to develop
  32. 32. DO YOUR HOMEWORKDO YOUR HOMEWORK ABM only works if you really KNOW the client Learn everything about them down to their favorite kind of ice cream
  33. 33. Always Make ThemAlways Make Them Feel SpecialFeel Special Finally, remember the purpose of ABM is to appear personalized to your client Treat them as if you are their biggest fans!
  34. 34. Learn More!Learn More! For more information about Account Based Marketing check out our free “Orange Paper” All You Need to Know…and More! About Target Account Based Marketing here: http://www.salesquest.com/resources/target- account-based-marketing/
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