Account-based Marketing Overview: why account-based marketing, selecting best-fit targets, integrating with complete b2b marketing strategy

1. Flipping the B2B Marketing Funnel

2.  Martha France (@Martha_France)
 Marketing Director
 Vya (@Vya_Systems)
Martha France https://www.linkedin.com/in/marthafrance/

3. Marketing
technology and
production company
Financial Services,
Franchising,
Insurance,
Manufacturing
A few large
accounts
Long sales cycles
Martha France https://www.linkedin.com/in/marthafrance/

4. *Chart by Engagio
Martha France https://www.linkedin.com/in/marthafrance/

5. Early
2000’s
2016 Today
Martha France https://www.linkedin.com/in/marthafrance/

6. “Account-based marketing (ABM) is a strategic
approach to designing and executing highly-
targeted, personalized marketing programs
and initiatives to drive business growth and
impact with specific, named accounts.”
– ITSMA, Driving Growth with Three Types of ABM, 2017
Martha France https://www.linkedin.com/in/marthafrance/

8. “When it comes to ABM, it is important to keep
an inbound methodology in mind and always
focus on a customer-centric approach.” …
“Both inbound and account-based marketing
exist to solve the problem that has historically
plagued marketing: interruption.”
– Michael Rose
Martha France https://www.linkedin.com/in/marthafrance/

9. – ITSMA, Driving Growth with Three Types of ABM, 2017
of marketers implementing ABM reported improved
reputation (brand, perception, awareness & knowledge)
87%
84%
of companies say ABM drives higher ROI than other
types of marketing
Martha France https://www.linkedin.com/in/marthafrance/

10. – ITSMA, Driving Growth with Three Types of ABM, 2017
72%
58%
of marketers implementing ABM say the principles of
ABM are influencing the way we do all our marketing
today
of marketers implementing ABM say AMB is playing a
major role in making our entire company more
customer centric
Martha France https://www.linkedin.com/in/marthafrance/

11. Account-
Based
Vertical Industry -
Based
(Franchising,
Financial Services)
Inbound
Martha France https://www.linkedin.com/in/marthafrance/

12. What data are readily available?
What are the attributes of my best-
fit clients?
Use scoring to develop a near-
final list
Franchise Industry Example
Entrepreneur 500 List
number of franchisees,
growth rate, sub-
industry, have physical
locations, headquarters
location
Martha France https://www.linkedin.com/in/marthafrance/

13. Create Research Sheets
Sources: company
websites, annual reports,
employee LinkedIn
profiles
 Company name
 Company description
 Headquarters address
 Parent Company
 Key Data points
 Recent news
 Competitive
intelligence
 Marketing tactics
 Key Contacts
Franchise Industry Example
Martha France https://www.linkedin.com/in/marthafrance/

14. ABM: Included in
dimensional mailer with
custom introduction
Industry: Postcards
mailed to large lists with
download CTA
 Inbound: Available for
download on website
Account-
Based
Vertical Industry -
Based
(Franchising,
Financial Services)
Inbound
Martha France https://www.linkedin.com/in/marthafrance/

15. ABM: What events will
your accounts attend?
Industry: Research
attendee list on LinkedIn
Account-
Based
Vertical Industry -
Based
(Franchising,
Financial Services)
Inbound – Broad
category
Martha France https://www.linkedin.com/in/marthafrance/

16. LinkedIn Sponsored
Updates
Account-specific Web
Page
Martha France https://www.linkedin.com/in/marthafrance/

17. Industry
Event
Company
on Panel
Added to
Account
List
ABM Tactics
+ Industry
Nurture
Industry
Event
Meeting OpportunitySales
Follow-up
Martha France https://www.linkedin.com/in/marthafrance/

19. Martha France https://www.linkedin.com/in/marthafrance/

20. Franchise Industry
 17 initial companies (2016)
 Meetings/demos: 5 (30%)
 Closed sales: 1 (6%)
Martha France https://www.linkedin.com/in/marthafrance/

21. 22% ABM
56% Industry
22% Inbound
Account-
Based
Vertical Industry -
Based
(Franchising,
Financial Services)
Inbound
25% ABM
56% Industry
19% Inbound
2016 2017
Martha France https://www.linkedin.com/in/marthafrance/

22. Revenue
Positively influencing our overall marketing approach
 Better informed about the marketplace
 Highly targeted, prospect-centric
 Closing more business overall
Martha France https://www.linkedin.com/in/marthafrance/

23. ITSMA.com
ABMLeadershipAlliance.com
Engagio.com
Martha France https://www.linkedin.com/in/marthafrance/