Tips and tricks on how to get your Account Based Marketing program rolling!

1. Account Based Marketing:Account Based Marketing:
How to get your ProspectsHow to get your Prospects
from Potential Friends tofrom Potential Friends to
Friends with BenefitsFriends with Benefits

2. What is Account Based Marketing?What is Account Based Marketing?
ABM

3. By the Book DefinitionBy the Book Definition
Account Based
Marketing or ABM,
is the practice of
marketing toward
a specific prospect
with a completely
personalized
marketing campaign.

4. In Simple Terms…In Simple Terms…
You are
researching and
trying to appeal to only
one specific
client

5. Who Cares?Who Cares?

6. You Should…You Should…
According to ITSMA there are five major reasons most
companies are practicing ABM

7. Reason #1Reason #1
ABM represents a
potentially significant
improvement to the
existing account planning
process

8. Reason #2Reason #2
Adds the “power” of
marketing to the account
development process
Marketing

9. Reason #3Reason #3
Helps companies focus
on their most important
accounts and opportunities

10. ReasonReason #4#4
Develops deeper
relationships with a
broader set of decision
makers
(get to long walk on the beaches level...)

11. ReasonReason #5#5
ABM has a high rate of
return

12. So How Do I ABM?So How Do I ABM?
ITSMA and DemandBase believe in a five
step program in order to make ABM work

13. Step 1Step 1
Align
(Be on the same track!)

14. AlignAlign
To align means to unite your
sales and marketing team as one
Together they
will make better
judgments in
choosing accounts

15. Step 2Step 2
Pilot

16. PilotPilot
To pilot essentially means trial and error
Find out what ABM
techniques
work and what don’t

17. Step 3Step 3
Build

18. BuildBuild
Once you have identified
techniques that work
expand
Pick more accounts
that can be
profitable
with ABM

19. Step 4Step 4
Standardize

20. StandardizeStandardize
The more ABM accounts you get the more you need a
model
Develop a way of pushing
out more ABM programs

21. Step 5Step 5
Scale

22. ScaleScale
ABM has a great
potential for revenue
Apply ABM to other fields of
marketing

23. Myths About ABMMyths About ABM

24. Sales Calls the ShotsSales Calls the Shots
Sales doesn’t have the only or
final say
Equal
partnerships
between the sales and
marketing team will identify
the best accounts

25. You Can Only Handle SoYou Can Only Handle So
Many Accounts With ABMMany Accounts With ABM
It does take a little more time
to go after accounts with ABM
Slow and Steady Wins the Race.
The more ABM programs
you develop the better
chances at landing
big accounts

26. You Don’t Really Need Info onYou Don’t Really Need Info on
Your ClientsYour Clients
Because you are giving them the
time of day means you
can’t skimp out on the
research Learn about them!

27. Use ABM on All AccountsUse ABM on All Accounts
ABM is designed for the big
profit accounts
Client A
Client B
Which one would you choose?
The bigger the client
the bigger the profit,
the smaller the client the smaller the
profit

28. Let’s RecapLet’s Recap
Align
Pilot
Build
Standardize
Scale
Step 1
Step 2
Step 3
Step 4
Step 5

29. Make an Arranged MarriageMake an Arranged Marriage
The Sales and Marketing team
need to
come together
in holy matrimony in order for a
successful ABM program

30. Don’t Over Do ItDon’t Over Do It
It’s the same as underwear, one size
does not fit all
ABM works because you are
specifically
tailoring to a prospective
client

31. Supply and DemandSupply and Demand
The more you want the more ABM
programs you need to develop

32. DO YOUR HOMEWORKDO YOUR HOMEWORK
ABM only works if you really
KNOW the client
Learn everything
about them down to their
favorite kind of ice cream

33. Always Make ThemAlways Make Them
Feel SpecialFeel Special
Finally, remember
the purpose of ABM
is to appear
personalized
to your client
Treat them as if you are their biggest fans!

34. Learn More!Learn More!
For more information about Account Based
Marketing check out our free “Orange
Paper” All You Need to Know…and
More! About Target Account Based
Marketing here:
http://www.salesquest.com/resources/target-
account-based-marketing/