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© 2016 Integrate, Inc. 1
Based on a Webinar by:
© 2016 Integrate, Inc. 2
Scott Vaughan
Integrate
@ScottAVaughan
Matt Heinz
Heinz Marketing
@HeinzMa...
This ABM Thing,
What Is It Really?
© 2016 Integrate, Inc. 3
© 2016 Integrate, Inc. 4
Isn’t this just sales disguised?
ABM Defined
Account-Based Marketing / ay-bee-em
• noun. A strategic approach to business
marketing in which an organizatio...
© 2016 Integrate, Inc. 6
But How Do You
Get It Right?
© 2016 Integrate, Inc. 7
© 2016 Integrate, Inc. 8
Jason Seeba
Chief Marketing Technologist,
BloomReach
@jseeba
HERE’S HOW JASON DID IT
Step 1: Plan & Set Goals
© 2016 Integrate, Inc. 9
© 2016 Integrate, Inc. 10
Step 2: Assign & Align Roles
© 2016 Integrate, Inc. 11
Step 3: Define Target Accounts
• For us = vertical,
website traffic, pages
indexed in Google,
and revenue
• Continually up...
Step 4: Develop Personas
…because people
sign the checks
© 2016 Integrate, Inc. 13
Step 5: Map Your Universe
1. Accounts + names
2. Populating CRM
3. Updating with relevant
contacts/changes
4. Routing lead...
Step 6: Create Content…
That Isn’t Ignored
© 2016 Integrate, Inc. 15
…Then Match that Content
to the Journey
© 2016 Integrate, Inc. 16
Step 7: Identify Tactics to
Engage Audiences
© 2016 Integrate, Inc. 17
BALANCE IS KEY
INBOUND OUTBOUND
Discover with Outbound
Engages target-account personas where they’re
having relevant conversations:
• IP-ad targeting and ...
Attract with Inbound
Inbound…it still matters –
helps inform you of what your
target accounts and personas
look like.
Webs...
Step 8: Analyze Data…
That Matters
Key Focus:
Engagement by the
right people in
target accounts
© 2016 Integrate, Inc. 20
What to Analyze
Immediately
Engagement among
targeted
accounts/personas
© 2016 Integrate, Inc. 21
What to Analyze Long Term
Revenue
attribution in
MA/CRM
platforms
© 2016 Integrate, Inc. 22
© 2016 Integrate, Inc. 23
But Before You
Get Started…
© 2016 Integrate, Inc. 24
Make Sure You
Have the Right
Tools
© 2016 Integrate, Inc. 25
© 2016 Integrate, Inc. 26
ABM Tools that Help
Tool Role Key Players
MA/CRM The hubs of your ABM tech stack
Predictive
Provides info needed to devise
ABM tactics
Website...
© 2016 Integrate, Inc. 28
Isn’t It Time to
Build Yours?
© 2016 Integrate, Inc. 29
© 2016 Integrate, Inc. 30
Plan your ABM program
using this workbook.
Includes everything you need to get
started:
 Detail...
Were these steps
helpful for you?
© 2016 Integrate, Inc. 31
Thank you!
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Account Based Marketing (ABM) for the Efficient B2B Marketer

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Marketers using account-based marketing tactics drive more than double the revenue. Jason Seeba of BloomReach shares the 8 steps they followed to develop a successful ABM program. Get the cheat sheet here.

Published in: Marketing
  • Great slides! I'd like add some great tools that work for us: 1- FollowUp.co (Paid) and ReplyUp.com (Free) - Send follow-ups emails; 2- WhoIsVisiting.com (Paid) - Identify unknown B2B website visitors; 3- Found.ly (Paid) - Sales prospecting tool on LinkedIn; 4- Attach.io (Paid) - Viewer engagement analytics for presentations.
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Account Based Marketing (ABM) for the Efficient B2B Marketer

  1. 1. © 2016 Integrate, Inc. 1
  2. 2. Based on a Webinar by: © 2016 Integrate, Inc. 2 Scott Vaughan Integrate @ScottAVaughan Matt Heinz Heinz Marketing @HeinzMarketing Jason Seeba BloomReach @jseeba
  3. 3. This ABM Thing, What Is It Really? © 2016 Integrate, Inc. 3
  4. 4. © 2016 Integrate, Inc. 4 Isn’t this just sales disguised?
  5. 5. ABM Defined Account-Based Marketing / ay-bee-em • noun. A strategic approach to business marketing in which an organization considers and communicates with specific businesses as markets of one. © 2016 Integrate, Inc. 5
  6. 6. © 2016 Integrate, Inc. 6
  7. 7. But How Do You Get It Right? © 2016 Integrate, Inc. 7
  8. 8. © 2016 Integrate, Inc. 8 Jason Seeba Chief Marketing Technologist, BloomReach @jseeba HERE’S HOW JASON DID IT
  9. 9. Step 1: Plan & Set Goals © 2016 Integrate, Inc. 9
  10. 10. © 2016 Integrate, Inc. 10
  11. 11. Step 2: Assign & Align Roles © 2016 Integrate, Inc. 11
  12. 12. Step 3: Define Target Accounts • For us = vertical, website traffic, pages indexed in Google, and revenue • Continually updated data/target lists © 2016 Integrate, Inc. 12
  13. 13. Step 4: Develop Personas …because people sign the checks © 2016 Integrate, Inc. 13
  14. 14. Step 5: Map Your Universe 1. Accounts + names 2. Populating CRM 3. Updating with relevant contacts/changes 4. Routing leads to accounts © 2016 Integrate, Inc. 14
  15. 15. Step 6: Create Content… That Isn’t Ignored © 2016 Integrate, Inc. 15
  16. 16. …Then Match that Content to the Journey © 2016 Integrate, Inc. 16
  17. 17. Step 7: Identify Tactics to Engage Audiences © 2016 Integrate, Inc. 17 BALANCE IS KEY INBOUND OUTBOUND
  18. 18. Discover with Outbound Engages target-account personas where they’re having relevant conversations: • IP-ad targeting and retargeting • Third-party content marketing • Trade shows • Email (nurturing) © 2016 Integrate, Inc. 18 To Named Accounts Only
  19. 19. Attract with Inbound Inbound…it still matters – helps inform you of what your target accounts and personas look like. Website, blog & landing pages: • Tracking • Personalization • Progressive profiling © 2016 Integrate, Inc. 19
  20. 20. Step 8: Analyze Data… That Matters Key Focus: Engagement by the right people in target accounts © 2016 Integrate, Inc. 20
  21. 21. What to Analyze Immediately Engagement among targeted accounts/personas © 2016 Integrate, Inc. 21
  22. 22. What to Analyze Long Term Revenue attribution in MA/CRM platforms © 2016 Integrate, Inc. 22
  23. 23. © 2016 Integrate, Inc. 23
  24. 24. But Before You Get Started… © 2016 Integrate, Inc. 24
  25. 25. Make Sure You Have the Right Tools © 2016 Integrate, Inc. 25
  26. 26. © 2016 Integrate, Inc. 26 ABM Tools that Help
  27. 27. Tool Role Key Players MA/CRM The hubs of your ABM tech stack Predictive Provides info needed to devise ABM tactics Website Personalization Track visitors, sources and actions to deliver personalized experience Data Management & Measurement Ensure usability of data collected from ABM programs IP Targeted Advertising Ensure ad budget is spent only on reaching targeted companies Automated Outbound Demand Gen Engage decision makers at targeted companies with long-form content © 2016 Integrate, Inc. 27 What Tech Do You Need?
  28. 28. © 2016 Integrate, Inc. 28
  29. 29. Isn’t It Time to Build Yours? © 2016 Integrate, Inc. 29
  30. 30. © 2016 Integrate, Inc. 30 Plan your ABM program using this workbook. Includes everything you need to get started:  Detailed guidance for each step  8 customizable worksheets  Insights on current ABM tech vendors
  31. 31. Were these steps helpful for you? © 2016 Integrate, Inc. 31 Thank you!

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