Register for Napier's webinar and join us as we explore how effective ABM is and ABM campaigns that can help B2B marketers achieve sales.

1. FIVE ABM CAMPAIGNS
TO INCREASE SALES

2. 2
Agenda
• What we mean by ABM
• Why ABM is effective
• How many companies should be in your ABM campaign
• ABM campaigns you can launch today
• Pitfalls to Avoid
This webinar will cover…

3. 3
Definition of ABM
According to Marketo:
“Account-based marketing is a focused approach to B2B
marketing in which marketing and sales teams work together to
target best-fit accounts and turn them into customers.”

4. 4
Definition of ABM
• There are different types of ABM
– Strategic ABM
• Creating and executing highly-customized programs for individual accounts
– ABM-Lite
• Creating and executing lightly-customized programs for clusters of accounts
with similar issues and needs
– Programmatic ABM
• Leveraging technology to tailor marketing campaigns for specific named
accounts at scale
https://www.itsma.com/pdfs/research/ITSMA_ThreeTypesofABM_TB059.pdf

5. 5
Why ABM is Effective - Focus
• Focusing resources makes marketing more effective
• Break through the noise
• Allows more effective multi-channel campaigns
• Campaign budget targets biggest RoI opportunities
• Design campaigns to reach the right people
• Synergies result from working with sales
“Concentrate all your thoughts upon the work at hand.
The sun’s rays do not burn until brought to a focus.” Alexander Graham Bell

6. 6
Why ABM is Effective - Personalisation
• ABM allows effective personalisation
• Industry personalisation
• Full personalisation (when number of target accounts is realistic)
• More than just putting company name in communications
– Understand the target account’s needs
– Understand the target personas’ drivers
– Build trust through knowledge
“I want to show you my heart is oh so true.” Kylie and Jason

7. 7
Don’t Get Hung Up on Definitions
• The goal is NOT to “do ABM”
• The goal is to get benefits from better targeting and personalisation
• Better integration with sales is always a good thing
• So don’t worry about whether what you are doing fits a definition of
ABM, focus on the benefits of the approach
“Don’t worry about a thing, because every little thing is gonna be alright.” Bob Marley

8. 8
How Many Accounts Should be in Your ABM Programme?
• It depends!
–Programme maturity
–Resources (people, technology and money)
–Level of personalisation and targeting required
–Sales support
–Effort required to win and service an account
–Company business goals
Well-designed, targeted ABM beats larger, poorly thought-out campaigns every time!

9. 9
How Many Accounts Should be in Your ABM Programme?
• No “right” answer
• Very different list sizes
• Different sizes will have different tactics
• Note: ABM is not just about new
customers, you should run campaigns for
existing customers too
Source: Hubspot/Demandbase

10. 10
Campaign 1: Targeted Advertising
• Simple approach to ABM
– Focus your advertising on the target
accounts
• Address account-specific pain points
• Personalise adverts
• Promote content, events and activities
• LinkedIn offers easy ways to personalise,
including dynamic ads

11. 11
Targeted Advertising Approaches
• Targeting
– LinkedIn demographics
– ABM platforms
– CRM Retargeting/retargeting
• Advert Personalisation tools
– Often manual
– Tools to create ad sets at scale

12. 12
Campaign 2: Content Offer
• Create downloadable content that is super-relevant
– Market-specific content
– Account-specific content
– Fully-personalised content
• Customised PDFs
– Various creation tools
– Can be dynamic or static

13. 13
Content Offer Campaign
• Campaign to key client
• Targets divisions we’ve not worked
with in the past
• Highlighted results achieved
• Customised landing page and
downloadable content

14. 14
Campaign 3: Show You Know Them with Personalisation
• Many opportunities to personalise communications
• Go beyond the basics
– Company
– Industry
– Job role
– DMU role
– Buyer’s journey stage
– Use past engagement

15. 15
Personalisation Tools
• Marketing automation platforms
– Website dynamic content
– Email personalisation
– Segmentation
• IP-based and cookie-based website
personalisation
• Dynamic email footers

16. 16
Personalisation Campaign

17. 17
Campaign 4: A Great Mailer
• Postal mailers work!
– ABM allows them to be high value
and high impact
– Creativity matters
– Go beyond a printed card!
• Sometimes called door openers
– Focus on getting client to agree to
sales appointment/call

18. 18
Making Mailers Easy

19. 19
Campaign 5: Personalised Video
• Recording videos is easy
• Personalisation possible manually
• Services to
personalise at
scale
– Vidyard.com
– Motionlab.io

20. 20
Bonus Idea: The Free Cup of Coffee
• A reason to talk to a sales person
– “Give to get”
• Many different possible offers to have when
taking sales call
• Simple to do with vouchers
– Scales easily
• Make email highly specific and personalised

21. 21
Pitfalls to Avoid
• Having too many accounts on the programme
• Having too few accounts
• Creepy personalisation
• Insufficient investment to break through the noise
• Focussing too much on tools
• Failing to personalise
• Not integrating sales and marketing
• Not putting in measurement

22. 22
Summary: Our Five Pro Tips
• All B2B will move to ABM, so get onboard now
• Start small
• Experiment and be creative
• Use martech, but don’t be driven by technology
• Engage the sales team

23. 23
Thank You!
Any questions?
To watch the webinar on-demand, please click here: https://napier-partnership-
limited.webinargeek.com/5-abm-campaigns-to-increase-sales
mike@NapierB2B.com
www.linkedin.com/in/mikemaynard/
www.NapierB2B.com