Advanced Account-Based Marketing

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Heard of Account-Based Marketing but not sure it's for you? In our presentation, we'll give you a checklist to determine success. We'll also help you create long and short-term goals for your ABM program.

Technology Business

ABM – Advanced Methods to
Target Revenue Generating
Accounts
August 21, 2013
Mike Telem
VP of Business Development
& Co-founder
David Myers
Marketing Campaign Strategist

Webinar Overview
1. How to identify target accounts
2. How to discover and map effective content
3. Results of 3 companies making ABM work for them
4. The latest trends in Account-Based Marketing
#AdvABM

What is Account-Based Marketing?
“Focusing marketing and sales on the
accounts most likely to generate
revenue or meet other strategic goals”
ABM allows marketers to scale growth
and revenue by generating marketing-
sourced deals.
#AdvABM

How to Identify Target Account
Identify Dream Prospects
•Talk to sales – What’s your sweet spot
•Avg. Deal size
•Avg. Sales cycle
Shared account attributes
•New/Existing (Advocacy, Proximity)
•Firmographics (Industry, Size, Revenue)
•Challenge / Solution
Identify key personas
•Roles
•Pain points
Establish account and persona types
#AdvABM

Discover & Map Effective Content
• Map assets and discover who consumes them
• Analyze target account behaviors
• Find content attracting accounts and personas
• Content automation
• A/B testing
• Auto-Tune

Use Cases
3 companies making ABM work for them

Use Cases
• Panaya
• Software vendor, ERP integration
• Enter new market & target named accounts & behavior
• Results: 113% content consumption; 200 organizations identified
within 1st month
#AdvABM

Use Cases
• Global Consumer Electronic Company
• Targeting new B2B market
• Targeted different persona, identify behavior and organizations
• Results: 270% increase in identified B2B accounts that turned
into opportunities
#AdvABM

Use Cases
• LiveU
• Live video coverage solutions
• Targeted stronger revenue accounts (Sports Broadcast), new
vertical & location based
• Result: Vertical match of 400 prospects; 9% CTR on location
campaigns
#AdvABM

Personalized and Effective
Messaging for Dream
Accounts

LiveU: Sports Industry Segmentation
#AdvABM

New Trends in ABM
• Companies extending reach to top funnel to engage
target accounts earlier in the sales process
• Increased focus on Persona-based Marketing to
engage key decision makers
• Leveraging existing accounts for advocacy
• Content Automation and Learning
#AdvABM

Next Steps
• Accelerate your path to an ABM strategy
• Speak to an ABM expert to start the process
• www.insightera.com/abm-expert
• Next week’s ABM webinar with Marketo
• See insightera.com / Sign up here
• Connect with us: @insightera, mike@insightera.com
• Questions?

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2. ABM – Advanced Methods to Target Revenue Generating Accounts August 21, 2013 Mike Telem VP of Business Development & Co-founder David Myers Marketing Campaign Strategist

3. Twitter #AdvABM

4. Webinar Overview 1. How to identify target accounts 2. How to discover and map effective content 3. Results of 3 companies making ABM work for them 4. The latest trends in Account-Based Marketing #AdvABM

5. What is Account-Based Marketing? “Focusing marketing and sales on the accounts most likely to generate revenue or meet other strategic goals” ABM allows marketers to scale growth and revenue by generating marketing- sourced deals. #AdvABM

6. 5 Steps to an ABM Strategy #AdvABM

7. How to Identify Target Account Identify Dream Prospects •Talk to sales – What’s your sweet spot •Avg. Deal size •Avg. Sales cycle Shared account attributes •New/Existing (Advocacy, Proximity) •Firmographics (Industry, Size, Revenue) •Challenge / Solution Identify key personas •Roles •Pain points Establish account and persona types #AdvABM

8. Discover & Map Effective Content • Map assets and discover who consumes them • Analyze target account behaviors • Find content attracting accounts and personas • Content automation • A/B testing • Auto-Tune

9. Use Cases 3 companies making ABM work for them

10. Use Cases • Panaya • Software vendor, ERP integration • Enter new market & target named accounts & behavior • Results: 113% content consumption; 200 organizations identified within 1st month #AdvABM

11. Use Cases • Global Consumer Electronic Company • Targeting new B2B market • Targeted different persona, identify behavior and organizations • Results: 270% increase in identified B2B accounts that turned into opportunities #AdvABM

12. Use Cases • LiveU • Live video coverage solutions • Targeted stronger revenue accounts (Sports Broadcast), new vertical & location based • Result: Vertical match of 400 prospects; 9% CTR on location campaigns #AdvABM

13. Personalized and Effective Messaging for Dream Accounts

14. Effective Messaging Example #AdvABM

15. Effective Messaging Example #AdvABM

16. Effective Messaging Example #AdvABM

17. Case Study: SAP & Oracle #AdvABM

18. Case Study: SAP & Oracle #AdvABM

19. Case Study: Oracle #AdvABM

20. LiveU: Sports Industry Segmentation #AdvABM

21. LiveU: Sports Industry Segmentation #AdvABM

22. New Trends in ABM • Companies extending reach to top funnel to engage target accounts earlier in the sales process • Increased focus on Persona-based Marketing to engage key decision makers • Leveraging existing accounts for advocacy • Content Automation and Learning #AdvABM

23. Next Steps • Accelerate your path to an ABM strategy • Speak to an ABM expert to start the process • www.insightera.com/abm-expert • Next week’s ABM webinar with Marketo • See insightera.com / Sign up here • Connect with us: @insightera, mike@insightera.com • Questions?

Editor's Notes

(market expansion, market share growth)
Question: (regarding last point) We talk a lot about defining this persona and known prospect behavior, why is this becoming so important.
Panaya helps companies that use ERP reduce 70% of their upgrade, testing risk and effort. Target new customer segmentIncrease focus on Fortune 1000 companies
Panaya helps companies that use ERP reduce 70% of their upgrade, testing risk and effort. Target new customer segmentIncrease focus on Fortune 1000 companies
Panaya helps companies that use ERP reduce 70% of their upgrade, testing risk and effort. Target new customer segmentIncrease focus on Fortune 1000 companies
Panaya case study Split Test – for Oracle personaAssumed Vegas case study would be interesting, the results and performance showed otherwise.
Panaya case study Split Test – for Oracle personaAssumed Vegas case study would be interesting, the results and performance showed otherwise.
Panaya case study Split Test – for Oracle personaAssumed Vegas case study would be interesting, the results and performance showed otherwise.
Stakeholders - For the typical IT decision, the average number of stakeholders has risen steadily from five per average decision in 2010, to over 7 in 2012. And the increase shows no signs of abating. (according to IDC.)For purchases over $10,000, 70% of buyers review four or more pieces of content before making a decision.The most popular type of content: white papers, read by 88% of buyers. (Earnest Agency)

Advanced Account-Based Marketing

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Editor's Notes