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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.

Published in: Technology, Business
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Advanced Account-Based Marketing

  1. 1. ABM – Advanced Methods to Target Revenue Generating Accounts August 21, 2013 Mike Telem VP of Business Development & Co-founder David Myers Marketing Campaign Strategist
  2. 2. Twitter #AdvABM
  3. 3. 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
  4. 4. 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
  5. 5. 5 Steps to an ABM Strategy #AdvABM
  6. 6. 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
  7. 7. 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
  8. 8. Use Cases 3 companies making ABM work for them
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. Personalized and Effective Messaging for Dream Accounts
  13. 13. Effective Messaging Example #AdvABM
  14. 14. Effective Messaging Example #AdvABM
  15. 15. Effective Messaging Example #AdvABM
  16. 16. Case Study: SAP & Oracle #AdvABM
  17. 17. Case Study: SAP & Oracle #AdvABM
  18. 18. Case Study: Oracle #AdvABM
  19. 19. LiveU: Sports Industry Segmentation #AdvABM
  20. 20. LiveU: Sports Industry Segmentation #AdvABM
  21. 21. 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
  22. 22. Next Steps • Accelerate your path to an ABM strategy • Speak to an ABM expert to start the process • • Next week’s ABM webinar with Marketo • See / Sign up here • Connect with us: @insightera, • Questions?