1. The 6 Biggest ABM Myths
And how to Conquer Them

2. Today’s Presenters
2
Charlie Liang
Director of Marketing
Engagio
Jonathan Koo
Team Lead, Digital
AdRoll
Elliott Moore
Content, Webinar MC
AdRoll

3. Agenda
3
An Introduction To ABM
The Importance of Running ABM Campaigns
The 6 Myths Biggest Myths of Running ABM Campaigns
Starting an ABM Campaign
A Real-world Example
Measuring your ABM Campaigns

4. AN INTRO TO ABM

5. Modern Day Example: ABM
5
Account Based Marketing
(ABM) refers to the marketing
practices of identifying,
targeting, and converting the
key accounts that mean the
most to a business.
*Over 80% of marketers that measure ROI say that ABM
outperforms their other marketing investments. Source: ITSMA
Account Based Marketing Survey 2013≈≈

6. 6
Why ABM over Traditional Display
• Target key accounts
• Maximize the value of each account
• More aligned marketing & sales org
• Hyper-personalization

7. 7
Personalization: The full-funnel approach
ATTRACT
Reach new prospects
CONVERT
Turn prospects into customers
GROW
Maximize customer lifetime
value

8. 8
Buyer Personas
● Each member of your
target audience has
different buying
objectives and
permissions.

9. MYTH #1
Only Large Companies Can
Run ABM Campaigns

10. Previously only the largest companies
had the resources to devote staff to
targeting individual accounts. But
Technology has changed that.

11. It’s not about the size of your company,
but about the size of your average deals.

12. ABM for the masses
Let’s look at some sample scenarios
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By the Numbers
ACV of Customer: $2,000
Willingness to Spend: $400 per opp
Assumes 20% conversion rate.
ACV of Customer: $100,000
Willingness to Spend: $10,000 per opp
Assumes 10% conversion rate.
Example 1 - $400 max spend
Example 2 - $10,000 max spend

13. ABM for the masses
● Targeting accounts has been around for
decades, from inside sales teams to the
largest agencies.
● The advancement of tools has spurred
the rise in new ABM
● What’s changed is how you reach out.
● Outreach is no longer a sales-only
pursuit.
● Outreach is not necessarily manual.
● From “nets” to “spears.”
● From manual to programmatic.
ABM from SMBs to Enterprise
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ABM for the masses

14. MYTH #2
ABM Operates in a Vacuum

15. Working with Other Departments
ABM requires a full business effort in order to be successful
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Sales Marketing
Identifies Target accounts
Create
ads/content
Position
messaging
Run their
campaigns
Help qualify
leads
Qualifies
leads
Pitch
prospects
Close deals
Working with other departments

16. 16 @engagio @adroll #ABM

17. 17 @engagio @adroll #ABM

18. 18 @engagio @adroll #ABM

19. MYTH #3
Sales Should be the Only
Ones Selecting Accounts

20. Sales shouldn’t dictate account selection
● Rely on sales to communicate
nuances involved with
outreach to specific accounts.
● But don’t let their opinions of
which accounts are most
important to your business
solely dictate which accounts
you reach out to.
● Marketing and sales should
combine their knowledge of
business needs to choose
accounts.
Let’s explore why!
ABM should be a combined effort of sales and marketing
20
Sales should dictate account selection

21. Here’s why
Understand where your sellers are coming from
21
Happy and
healthy seller
A Seller’s Approach to ABM
● Assigned or begins a book of business
● Works for months to establish contact and
grow relationships
● Begins winning deals
● Works to close the “whales” that can help
them advance their career and make $
● Presented with an opportunity to identify the
accounts that will benefit the entire business
● Looks into their own book for accounts
A look into sales

22. This is why we call it “selection bias”; we
only see a selection of the outcomes, and
therefore draw false conclusions. And
the world of business is full of it.
— Harvard Business Review
Vermeulen, HBR.org, 2009

23. Data can help drive account selection
● The process of using data to identify our target accounts
● Can be a mix of predictive score, share of wallet, industry and verticals
● Identify decision makers and sphere of influence at each account
● Data hygiene is critical
● Lead to account matching
Ensuring against selection bias
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Data can drive account selection

24. Where to find target accounts
Data can be pulled from things like:
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Events Content Sales lists CRM
Demographic
Data
Firmographic
Data
Behavioral Data
Where to find target accounts

25. Engagio’s Target Account Selection Committee
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26. Breaking it down - Phase it out
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27. Here’s what it looks like
3 parties, 1 spreadsheet
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28. MYTH #4
There is One “Right” Way to
Run an ABM Campaign

29. Who is the ABM starting 5?
29 @engagio @adroll #ABM

30. Who is the ABM starting 5?
Digital MarketingDemand Gen /
ABM
Marketing Ops
Field Marketing Head of Marketing
30 @engagio @adroll #ABM

31. One-to-one and one-to-many
The traditional ABM model
31
The most hyper-personalized, and
the most time-consuming, form of
ABM. This method takes one
person and devotes their time to
attracting and closing a single
target account.
Similar to the one-to-one model.
This method reflects how most
outbound sales reps tailor their
outreach to their target accounts.
One-to-one & one-to-many ABM
One-to-one ABM One-to-many ABM

32. Demographic and Firmographic ABM
● Marketers focus on their long-held beliefs about which customers will
convert
● Examples include:
○ Serving ads to a specific location
○ Serving ads to specific businesses
○ Targeting titles of prospects
Targeting the accounts based on how your customers look
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Your customer’s attributes are king
Demographic & Firmographic ABM

33. Programmatic ABM
Programmatic
● The easiest way to scale ABM campaigns
● Take your one-to-one campaign tactics, or even one-to-many (like at
an event), and apply them to ads that can reach thousands.
● Move from one-to-one ABM to hundreds or even thousands of target
accounts.
● Using programmatic allows marketers to take their target account lists
and reach out to them with fewer personal resources.
Pouring on the gas
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Automating and scaling your efforts
Programmatic ABM

34. MYTH #5
ABM Measurement is too
Hard to Do Well

35. ● No need to completely change your company KPIs
● Apply the metrics you currently measure to gauge
marketing success and apply them to individual accounts
● Revenue can be shared between both marketing and
sales. Marketing will be able to help generate the leads and
sales will act to close them.
● Start with metrics that prove engagement and target
account coverage, then move to metrics that show whether
or not target accounts are closing and driving revenue for
your business.
Don’t reinvent the wheel
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ABM measurement made simple

36. 36
Measurement Metrics that Matter
Engagement
⠂ Content Downloads
⠂ Account signups
⠂ Sales Meetings set
The ABM Metrics That Matter
Bottom-line
⠂ Average Revenue
Per Account
⠂ Number of Closed
Deals
⠂ Retention / Customer
Lifetime Value
Efficiency
⠂ Cost per click
⠂ Cost per action
⠂ Cost per new
account
⠂ ROI
Retention/Upsell
⠂ Churn Rate
⠂ Length of account
activity
⠂ Upsell per account

37. Some Examples of
What to Measure

38. 38 @engagio @adroll #ABM
MQA: The Milestone for ABM

39. 39 @engagio @adroll #ABM

40. 40 @engagio @adroll #ABM

41. 41 @engagio @adroll #ABM

42. MYTH #6
Everyone Runs ABM Well
and We’re Behind the Curve

43. Less marketers are running ABM than you think
Running ABM can get you ahead of the curve
43
*Data pulled from eMarketer
Of US B2B marketers currently have an ABM strategy in place, according to August 2016
Demand Gen Report research.47%
33% US B2B marketers invested in ABM in 2016 according to a May 2016 study that was
run by Kapost.
60% Of US B2B marketers who have an ABM strategy up and running, had been doing it
for less than a year in 2016.

44. Ensure you’re one doing it well
To ensure your campaigns are successful, personalize
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45. ABM In Practice

46. 46
Ad Personalization

47. 47
Sample ABM Campaign - AdRoll

48. How did different emails formats perform?
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49. Q & A

50. THANK YOU!

51. Appendix

52. Weaving ABM into your marketing efforts
● Offers
● Ebooks
● Articles
● Webinars
● Events
ABM should be one tactic in your marketing arsenal
52
ABM
Inbound Programmatic
● Web
● Social
● Email
● Search
ABM and your other marketing efforts