Dive into the barrel of a Blended ABM strategy.

1. ABM TASTING ROOM
How to Crush Your Blended ABM
Approach

2. © 2020 DEMANDBASE｜SLIDE 2
MARKET HIERARCHY
▪ TAM: All companies that could buy
from you
▪ TARGET MARKET: Accounts that
are suitable clients – meet your ICP
▪ TARGET ACCOUNT LIST: Our
focus of XXXX accounts – XX
accounts per sales rep, and those
showing buying intent
▪ AE TOP ACCTS: Top XX% of the
Target Account List that is the
primary focus for Sales & Marketing
▪ OPPORTUNITY: Any account that
is engaged in a Sales Cycle –
MQL+
TAM
Target Market
Target Accts
AE Top Accts
Opportunity/
Customers

3. © 2020 DEMANDBASE｜SLIDE 3
Creating and executing
highly-customized programs
for individual accounts
Creating and executing
lightly-customized programs for
clusters of accounts with similar
issues and needs
Leveraging technology to tailor and
personalize marketing campaigns for
specific, named accounts at scale
UNDERSTANDING THE THREE TYPES OF ABM… IN THEORY
One
-to-
One ABM
One-to-Few
ABM
One-to-Many ABM
Investment&ROIperaccount
HIGH
LOW
Source: ITSMA and Demandbase

4. © 2020 DEMANDBASE｜SLIDE 4
THE THREE TYPES OF ABM… IN PRACTICE
One
-to-
One ABM
One-to-Few
ABM
One-to-Many ABM
Investment&ROIperaccount
HIGH
LOW
Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, October 2019
5−50
Accounts
▪ Prioritize existing key accounts
▪ Customized for each account
▪ Engagement and
relationship-focused
3-5
clusters of
5-25
accounts
each
▪ Focus on new and existing key
accounts with similar issues
▪ Customized with some
personalization
▪ Engagement and lead-focused
100s of
accounts
▪ Prioritize new accounts
▪ Targeted with light personalization
▪ Lead-focused

5. SEGMENTING YOUR MARKET

6. © 2020 DEMANDBASE｜SLIDE 6
ABM ACCOUNT SEGMENTATION MODEL
ABMSTRATEGY
MESSAGING
1:1
STRATEGIC
ACCTS
1:FEW
AE30
1:MANY
REST OF DB4K
DEMAND GEN
IDEAL CUSTOMER
PROFILE (ICP)
OPENOPPS
CUSTOMERS
ACCTS CHOSEN BASED ON
INTENT SCORE AND MARKETING
CAMPAIGN ENGAGEMENT
ACCTS CHOSEN BASED
ON INTENT SCORE, SITE
ENGAGEMENT, AND
TRENDING BEHAVIOR
INTENT TOPIC STANDARD VERTICAL
ROLE-BASED
SEGMENTATION
OVERLAY TO ACCOUNT
SEGMENTS – HOW WE
ENGAGE WITH CONTACTS

7. © 2020 DEMANDBASE｜SLIDE 7
5−50
Accounts
▪ C-suite VIP experience
▪ Custom personalized
packages
▪ Custom digital
experience
▪ Account-based
advertising (highest
spend per account)
3-5 clusters
of 5-25
accounts
each
▪ Regional invites in areas
with high densities of
target accounts
▪ Company branded items
with custom inserts
▪ Relevant content &
related case studies
▪ Programmatic
retargeting, ABA
(medium spend per
account)
1000s of
accounts
▪ Capitalizing on existing
tradeshows and regional
events
▪ High volume, low cost
branded items
▪ Personalization based on
industry/size
▪ Account-based
advertising (efficient
spend-account)
UNDERSTANDING THE THREE TYPES OF ABM… IN PRACTICE
FIELD MARKETING DIRECT MAIL WEBSITE ADVERTISING

8. © 2020 DEMANDBASE｜SLIDE 8
CAMPAIGN PLANNING: MULTICHANNEL IS ESSENTIAL
TOP TACTICS FOR THE THREE TYPES OF ABM
One-to-One ABM
▪ One-on-one, face-to-face
meetings
▪ Executive-to-executive
relationship programs
▪ Account-specific (bespoke)
thought leadership
development and
dissemination
▪ Direct mail
▪ Custom collateral, videos,
podcasts, webinars
One-to-Few ABM One-to-Many ABM
▪ Email marketing
▪ Direct mail
▪ Webinars
▪ Custom collateral/videos
/podcasts/webinars
▪ Web personalization
▪ Roadshows/events
▪ Email marketing
▪ Reverse IP/targeted digital
ads/content/retargeting
▪ Roadshows/events
▪ Webinars & virtual events
▪ Paid social media
▪ Account-based content syndication
INDIVIDUALIZED CUSTOMIZED SEGMENTED AND PERSONALIZED
Source: ITSMA and ABM Leadership Alliance, 2019 ABM Benchmark Study,
October 2019

9. © 2020 DEMANDBASE｜SLIDE 9
ICP (DemandGen) DB4K (1:Many) AE Top 30 (1:Few) Strategic (1:1) Customers
Advertising Standard Messaging Intent Ads M2M Meetings, Success Stories & ROI
Direct Mail n/a
eGifting ($10), Meeting
Maker
eGifting ($50), Wine
Tasting Rooms, Meeting
Maker
(incl prev.),
Hyper-Personalized to
Individual ($$$)
Wine Tasting Rooms,
eGifting ($10-50),
Hyper-Personalized to
Individual
Drift
Cluster Messaging
(Content, SDR Meetings)
Targeted Messaging (M2M
Meetings, etc.)
Hyper-Personalized
Messaging
Webinars Lightly personalized invitations, On-Demand Notifications, Industry-specific webinars
(Incl. prev.), Customer
Webinars
ABM
Certification
Standard Messaging
Lightly personalized
invitations, 30% Discount
Highly personalized
invitations, 50% Discount
Waived Fees, Live
Training Debrief
(incl. prev.), Full Virtual
Training
Field Marketing* Standard Messaging
Lightly personalized
invitations
VIP invites, Dinners, Drops
Customized Account
Plans
VIP invites, Dinners, Drops
Events Standard Messaging
Lightly personalized
invitations, Reception,
Customized Follow up
VIP invites, Dinners
Executive Briefings &
Dinners
(Incl. prev.), Office Hours
Content Assets Standard Messaging & Content
Custom Content
Experience
Product-Focused Content
Live Workshops Online Learning Paths
Marketer to Marketer
(Remote)
Marketer to Marketer
(Remote/Onsite)
M2M, Advisory Sessions,
EBRs, ROI Analysis

10. THANK YOU