ABM is hot. But it’s time to move beyond the hype to discover how the most innovative marketers are practicing ABM. In this session, you’ll hear from the award-winning marketing team at Fenergo about how they successfully rolled out a high-performing ABM program. And, they’ll share tips for uncovering buyer pains you can solve immediately, how to measure ABM strategy and success, and key takeaways they learned along the way.

1. HIGH-PERFORMING ABM
LESSONS LEARNED IMPLEMENTING A GLOBAL STRATEGY
A DEMANDBASE + FENERGO SUCCESS STORY

3. © 2020 DEMANDBASE SLIDE 3
THE DEMANDBASE ABM PLATFORM
CRM
Marketing Automation
DATA SOURCES
Website & Proprietary
Account Match
3rd Party API
Corporate Email
Ad Campaigns
ACTIONS
Ad Platforms
CRM
Sales Engagement
Marketing Automation
Direct Mail
Account-Based Chat
Website AnalyticsB2B CUSTOMER
DATA PLATFORM
ABM PLATFORM
Targeting
Orchestration
Personalization
Attribution
INTENT
AUDIENCES
ABM ANALYTICS
SALES INTELLIGENCE
Web Personalization
CSV Import
Demandbase Data

4. About Fenergo
Fenergo is award-winning global B2B enterprise software company specialising in
Client lifecycle Management & Digital Transformation for Financial Institutions.
Irish owned, 2b USD valuation, operating in all primary markets around the globe.
We are major partners with Salesforce, IBM, DXC Tech, Moodys, PWC & Refinitiv.
Sales cycle is typically 12-18 months long, deal size 2-4m USD in size and we have
7-12 people on average in the buying decision process usually involving an RFP or
RFI stage.
Why ABM
The sales and marketing team
were working in silos – we
needed to be more aligned.
We knew our ideal
customers, so why wait for
them to come to us.
The old way wasn’t working.
Our database was growing
but our pipeline wasn’t.
We wanted to develop a
scalable approach that can be
personalised, providing strong
ROI.

5. Lack of pre-planning & understanding
your Total Addressable Market (TAM)
& priority targets
Educating sales & customer success
on the process and value of ABM/ABX
Tracking & measuring the correct
success metrics and desired outputs
(fail to measure – fail to attain)
Scaling ABM: Developing campaign
assets that are mass customizable to
allow scale
Pain Points
Common
ABM/ABX
Challenges

6. Our ABM/ABX Birds-Eye View
2. Identify Target
Accounts
3. Create Personalized
Content
4. Create Campaigns
5. Execute &
Co-Ordinate
• Align Marketing &
Sales Account-
Based Strategies
• Determine Target
Accounts using an
Established
Selection Criteria.
• Segment Accounts.
• Identify Key
Personas and
buying committee.
• Analyze Existing
Contacts
• By Segment, By
Persona:
• Develop specific,
customized
messaging that is
relevant & resonates.
• Map existing content /
offers.
• Determine gaps in
SFDC and prioritize
• By Segment, By
Persona:
• Develop campaigns
around each
segment / persona.
• Use a multi-touch,
multi-channel
process (digital,
events, BDR, sales)
• Measure & Optimize
1. Alignment 6. Measure
• Execute Integrated
Marketing
Campaigns
• &
• Co-ordinated
• Sales Activities

7. 4 Key Takeaways
1. Account readiness: You need to put in the groundwork
and research the accounts and pain points. Fail to
prepare, prepare to fail.
2. Build an aligned strategy: ABM/ABX/ABE works
across Sales, Marketing, Customer Success (and
beyond) – make sure to agree and integrate
3. Start small and scale up: Don’t run before you can
walk. Don’t try to target a large group of firms, identify 3-
5 accounts and do a ‘beta trial’. See how it goes, learn
from errors and refine
4. Invest the right technology: while it is possible to
execute an ABM program manually, it is not possible to
scale the process with out the right tools

8. Have Questions?
Visit the Demandbase Virtual Booth
Or contact us:
Paul Gibson
https://www.linkedin.com/in/gibsonp/
Conor Coughlan
https://www.linkedin.com/in/finmarketing/ or @Capital_Finserv
Geraldine Flynn
https://www.linkedin.com/in/geraldineflynn

9. Thank You