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7 Account-Based Marketing Strategies Every Marketer Must Master

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According to SiriusDecisions, 90% of B2B marketers say ABM is at least very important, yet less than 20% of practitioners have implemented ABM. Learn the 7 basic strategies of Account-Based Marketing covering the entire buyer / customer journey and including details on the right metrics, tactics, and expected benefits of each.

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7 Account-Based Marketing Strategies Every Marketer Must Master

  1. 1. ABM Strategies
  2. 2. 4 Types of ABM 1:1 ABM ABM Lite Programmatic ABM Bolt-on ABM Add expanded reach to entire account to supplement lead- based nurture. ABM-inspired tactics across 100s or even 1,000s of identified accounts. Accounts share similar business attributes, challenges, and initiatives. For high-value, strategic accounts. Highly personalized. Higher Value Lower Value 1-10 accounts 10-100 accounts 100-1000 accounts ABM @terminus #ABM #FlipMyFunnel
  3. 3. 7 ABM Strategies Every Marketer Must Master Net New Interest Dead Opp Renewal & ExpansionOpportunityBuying Stage ABM Strategy (1:1, ABM Lite, Programmatic) Lead-Based Strategy (Bolt-On ABM) Demand Gen Sales Pipeline Customer Marketing Pre- targeting Renewal & Upsell Pipeline Acceleration Wake the Dead Account Nurture Lead-to- Account Nurture Land & Expand X @terminus #ABM #FlipMyFunnel
  4. 4. PURPOSE Generate awareness with cold / net-new accounts to improve outcomes for outbound campaigns TACTICS Terminus campaigns SDR cadences Email campaigns Direct mail Events BENEFITS Improved engagement rates, account penetration, and MQAs created KPIs Pre-Targeting ABM Strategy + Terminus Demand Gen @terminus #ABM #FlipMyFunnel # of meetings set % of accounts that show engagement # of target accounts that attend an event or webinar
  5. 5. PURPOSE Engage key stakeholders throughout account to increase conversion to sales pipeline Terminus campaigns Email campaigns Webinars Direct mail Events Retargeting Increased engagement throughout entire account and accelerated pipeline conversion KPIs Lead-to-opportunity conversion rate MQA-to-opportunity conversion rate Pipeline created @terminus #ABM #FlipMyFunnel Account Nurture ABM Strategy + Terminus Demand Gen BENEFITSTACTICS
  6. 6. Deliver message beyond the individual lead and engage more stakeholders in the account Terminus campaigns Lead-based email nurture Retargeting Expands reach of nurture to include other key stakeholders Increased likelihood of converting to opportunity Lead-to-Account Nurture (Bolt-On ABM) Lead Based Strategy + Terminus Demand Gen @terminus #ABM #FlipMyFunnel PURPOSE KPIs Lead-to-opportunity conversion rate Pipeline created BENEFITSTACTICS
  7. 7. PURPOSE Engage wider audience of stakeholders during sales process to increase pipeline velocity and win rates Terminus campaigns Sales person engagement Field marketing activities Events Shorten sales cycle, accelerate opp progression, and increase closed/won rates KPIs Win rates Opportunity stage conversion Sales cycle length Revenue #ABM #FlipMyFunnel Pipeline Acceleration ABM Strategy + Terminus Sales Pipeline @terminus #ABM #FlipMyFunnel BENEFITSTACTICS
  8. 8. PURPOSE Generate pipeline by re-engaging opportunities that have been closed out in the sales pipeline Terminus campaigns Sales person engagement Events Direct mail Webinars Email nurture Revives lost pipeline which has a higher propensity to buy KPIs Pipeline generated Win rates Revenue Wake the Dead ABM Strategy + Terminus Sales Pipeline @terminus #ABM #FlipMyFunnel BENEFITSTACTICS
  9. 9. Engage other divisions or business units within an account Terminus campaigns Sales outreach Account management Email campaigns Direct mail Case study Increase revenue in existing accounts by targeting other divisions with customized messaging Land & Expand ABM Strategy + Terminus Customer Marketing @terminus #ABM #FlipMyFunnel PURPOSE KPIs New revenue % of new revenue influenced Churn rate BENEFITSTACTICS
  10. 10. Renewal & Upsell ABM Strategy + Terminus Customer Marketing @terminus #ABM #FlipMyFunnel Engage key decision makers beyond user in order to increase renewal rates and contract value Terminus campaigns Sales outreach Account management Email campaigns Direct mail Improved contract value and churn rates by engaging the entire account prior to renewal PURPOSE KPIs New revenue % of new revenue influenced Churn rate BENEFITSTACTICS
  11. 11. @terminus #ABM #FlipMyFunnel

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