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© Copyright The Craft Consulting 2016. All rights reserved.
Thinking
beyond…
Account Based
Marketing…Acceleratinggrowth in...
© Copyright The Craft Consulting 2016. All rights reserved.
We knowyour current
customers represent
the greatestopportunit...
© Copyright The Craft Consulting 2016. All rights reserved.
Butyou facetwo
keyareasofthreat:
Competitors
whowill steal
and...
© Copyright The Craft Consulting 2016. All rights reserved.
Organizations are
implementing Account
Based Marketing (ABM)
a...
© Copyright The Craft Consulting 2016. All rights reserved.
There is an
alternative.We believe ABM is primarily focusedon
...
© Copyright The Craft Consulting 2016. All rights reserved.
The Craft
delivers
‘Account
Based
Strategy’.
It’sbased on anal...
© Copyright The Craft Consulting 2016. All rights reserved.
Whythisisimportant
andwhattodo…
Reason1.
Technologytrends are ...
© Copyright The Craft Consulting 2016. All rights reserved.
Whythisisimportant
andwhattodo…
Reason2.
40%of buyerssay thatv...
© Copyright The Craft Consulting 2016. All rights reserved.
Whythisisimportant
andwhattodo…
Reason3.
Securinga positionas ...
© Copyright The Craft Consulting 2016. All rights reserved.© Copyright The Craft Consulting 2016. All rights reserved.
Our...
© Copyright The Craft Consulting 2016. All rights reserved.
Challenges
weseeinkey
accounts.
2
Low
perception
of
capabiliti...
© Copyright The Craft Consulting 2016. All rights reserved.
Re-position, align and
clarifytheir sales
proposition’svalue t...
© Copyright The Craft Consulting 2016. All rights reserved.© Copyright The Craft Consulting 2016. All rights reserved.
Acc...
© Copyright The Craft Consulting 2016. All rights reserved.
Contact us today.
e: beavoice@thecraft.consulting
t: +44(0)160...
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Thinking Beyond ABM (Account Based Marketing) - The Craft Consulting

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Account Based Strategy
Shifting customer perception to secure larger revenue streams. Supporting a key account lead to engage with business-critical customer accounts to shift the conversation from supplier to long-term strategic partner and avoid competitive tenders occurring.
Find out more at http://thecraft.consulting

Published in: Marketing
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Thinking Beyond ABM (Account Based Marketing) - The Craft Consulting

  1. 1. © Copyright The Craft Consulting 2016. All rights reserved. Thinking beyond… Account Based Marketing…Acceleratinggrowth in keyaccounts through AccountBasedStrategy (ABS).
  2. 2. © Copyright The Craft Consulting 2016. All rights reserved. We knowyour current customers represent the greatestopportunity forrevenuegeneration, growthandlong-term financial security foryourbusiness.
  3. 3. © Copyright The Craft Consulting 2016. All rights reserved. Butyou facetwo keyareasofthreat: Competitors whowill steal and then build on theposition you have developed. Your own performanceand capability to create the true futurestate you desire.
  4. 4. © Copyright The Craft Consulting 2016. All rights reserved. Organizations are implementing Account Based Marketing (ABM) as a way to tackle these threats. Butif everyone is employing the same ABM approach and applying marketing automation to industrialise it…it’snot personalized,the audienceknow it… and itis “me-too” marketing…losing its supposed and your advantage. © Copyright The Craft Consulting 2016. All rights reserved.
  5. 5. © Copyright The Craft Consulting 2016. All rights reserved. There is an alternative.We believe ABM is primarily focusedon the creation anddistribution of contentto an account anddoesnot create a big enoughshiftto help move you from Supplierto Strategic Partner. We believe thatfargreatervalue isdelivered through undertaking arapidand precise processthatcreatesanewcompetitive position andperception thatwillenableyou totalk in a newwayandcontroland develop the future state you want.
  6. 6. © Copyright The Craft Consulting 2016. All rights reserved. The Craft delivers ‘Account Based Strategy’. It’sbased on analysis of the customer, the account,the market, the competitor set andyourcapabilities. We engineeranew wayyoucanengage andhave a differentlevelof conversation withIT andthe business. We roadmapfromcurrent tofuture state the positionyouneedtosecure thatwill shiftyoufrom a suppliertothe strategic partnerof choice. We workwithyouto deliveritrapidly withoutundue impactonyourbusiness as usual. (ABS)
  7. 7. © Copyright The Craft Consulting 2016. All rights reserved. Whythisisimportant andwhattodo… Reason1. Technologytrends are drivingIT decision making out of thehands ofthe CIO and into the businessand Executiveoffice;changing the natureof salesengagement. Requiringaccountteams to engagewith an audience outside of IT andhavea complex businessissue based discussion ratherthana definedIT solution conversation. © Copyright The Craft Consulting 2016. All rights reserved.
  8. 8. © Copyright The Craft Consulting 2016. All rights reserved. Whythisisimportant andwhattodo… Reason2. 40%of buyerssay thatvendors’understanding and solvingtheirbusinessproblemsiskey to purchase. And makingit easyfor themto understand thevendor and theoffer iskey. Requiringaccountteams to demonstrate theyunderstandthebusiness strategyand can support it by the application of business technologyin a way that islow risk andsimple. © Copyright The Craft Consulting 2016. All rights reserved.
  9. 9. © Copyright The Craft Consulting 2016. All rights reserved. Whythisisimportant andwhattodo… Reason3. Securinga positionas strategicinnovativeadvisor and partner rather than supplier can increaseaccount valueby up to30% and protectslong-termrevenue. Requiringaccountteams to re-thinkhowto position theirproposition to securea position as strategic partnerwithinthe businessnot simply an IT supplier. © Copyright The Craft Consulting 2016. All rights reserved.
  10. 10. © Copyright The Craft Consulting 2016. All rights reserved.© Copyright The Craft Consulting 2016. All rights reserved. Our approach.
  11. 11. © Copyright The Craft Consulting 2016. All rights reserved. Challenges weseeinkey accounts. 2 Low perception of capabilities.1Risks of contract tenders. 3Not seen as an innovator. 4Low shareof wallet. 5Disrupting incumbents. Where ABS can makea real difference. We believe thereare oftenfive reasonswhyan accountcan be atrisk.
  12. 12. © Copyright The Craft Consulting 2016. All rights reserved. Re-position, align and clarifytheir sales proposition’svalue to business strategy of the client. Engage business leaders and decision- makers to create new opportunities. Re-position against competitors- demonstrating value above from others. Give internal stakeholders a clear platform,rallying promiseand joined-up capabilityfor engagement. Strategic choices thatcanbe explored. Where ABS can makea real difference. We believe thatthere are four strategicchoicesour clientsmake:
  13. 13. © Copyright The Craft Consulting 2016. All rights reserved.© Copyright The Craft Consulting 2016. All rights reserved. Accountswe’vehelpedclientstore-engage.
  14. 14. © Copyright The Craft Consulting 2016. All rights reserved. Contact us today. e: beavoice@thecraft.consulting t: +44(0)1608 819420 Doyou want tomakethe competition irrelevant?

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