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@uberflip#uberwebinar
What You Need to Know About
Account-Based Marketing
Victoria(Hoffman
Content(Marketing(Manager,(
Ube...
@uberflip#uberwebinar
WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar )
Join(in(on((
@uberflip#uberwebinar
Stick Around For a Demo
@uberflip#uberwebinar
So,(what(is(ABM?(
ABM(allows(marketers(to(target(key(prospects(
with(personalized(marketing(messages
@uberflip#uberwebinar
How(to(execute(ABM(– Defining(your(audience
Define(your(
Audience(
Onboard(your(
data
Develop(a(
Mar...
@uberflip#uberwebinar
How(to(execute(ABM(– Onboarding(your(data
Define(your(
Audience(
Onboard(your(
data
Develop(a(
Marke...
@uberflip#uberwebinar
How(to(execute(ABM(– Developing(a(strategy
Define(your(
Audience(
Onboard(your(
data
Develop(a(
Mark...
@uberflip#uberwebinar
How(to(execute(ABM(– Measuring(your(campaigns
Define(your(
Audience(
Onboard(your(
data
Develop(a(
M...
@uberflip#uberwebinar
STEP 1:
DEFINING
YOUR AUDIENCE
@uberflip#uberwebinar
Sales
Marketing
• Avoids(department(
bias
• Helps(create(a(
cohesive(definition(
of(your(ideal(
cust...
@uberflip#uberwebinar
Sales(data(to(consider
Size(of(companies(in(closed(accounts
Average(account(value
Length(of(a(sale
I...
@uberflip#uberwebinar
@uberflip#uberwebinar
STEP 2:
AUDIENCE SEGEMENTATION AND
DATA ONBOARDING
@uberflip#uberwebinar
Self(
Selection
Dynamic(
Data
Static(
Data
Audience(Segmentation(– Self(selection(
• Acquiring(targe...
@uberflip#uberwebinar
Self(
Selection
Dynamic(
Data
Static(
Data
Audience(Segmentation(– Static(data
• Covers(demographic(...
@uberflip#uberwebinar
Self(
Selection
Dynamic(
Data
Static(
Data
Audience(Segmentation(– Dynamic(data
• Uses(algorithms(to...
@uberflip#uberwebinar
Audience(segmentation(ideas
Existing(CRM(segments
Warm(leads
FirstVparty(Intent(data
Cold(Leads
Upse...
@uberflip#uberwebinar
STEP 3:
DEVELOPING AN
ABM STRATEGY
@uberflip#uberwebinar
The(big(picture
Don’t(operate(on(an(ABMVonly(strategy
Don’t(forget(about(companies(who(reach(out(to(...
@uberflip#uberwebinar
ABM(for(retargeting(potential(accounts
ABM(for(retargeting ABM(for(nurturing ABM(for(acquisition
• W...
@uberflip#uberwebinar
ABM(for(nurturing(current(accounts
ABM(for(retargeting ABM(for(nurturing ABM(for(acquisition
• ABM(c...
@uberflip#uberwebinar
ABM(for(acquiring(new(accounts
ABM(for(retargeting ABM(for(nurturing ABM(for(acquisition
• You(can(a...
@uberflip#uberwebinar
STEP 4:
MEASURING YOUR
ABM CAMPAIGNS
@uberflip#uberwebinar
Measuring(your(ABM(campaigns
Engagement BottomVline
Efficiency Retention(&(upsell
Metrics(for(
measu...
@uberflip#uberwebinar
Engagement
Measuring(your(ABM(campaigns(– Engagement(metrics
Clicks(on(ABM(blogs(and(ads
Whitepaper(...
@uberflip#uberwebinar
BottomVline
Measuring(your(ABM(campaigns(– BottomVline(metrics
Average(revenue(per(account((ARPA)
Nu...
@uberflip#uberwebinar
Efficiency
Measuring(your(ABM(campaigns(– Efficiency(metrics
Cost(per(click((CPC)(on(ads
Cost(per(ac...
@uberflip#uberwebinar
Retention
Measuring(your(ABM(campaigns(– Retention/upsell(metrics
Churn(rate
Length(of(account(activ...
@uberflip#uberwebinar
RESOURCES
The AdRoll Guide to Account-Based Marketing
https://www.adroll.com/resources/guides-and-re...
@uberflip#uberwebinar
QUESTION TIME!
Ben(Earle
Head(of(Industry,(B2B,(AdRoll
@BenjaminJEarle
hub.uberflip.com
Victoria(Hof...
@uberflip#uberwebinar
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What You Need to Know About Account-Based Marketing

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Over 90% of marketers recognize the value of account-based marketing (ABM), but few understand where to get started and how to successfully implement ABM at their B2B organization.

It's time to clear the fog and take a comprehensive look at the people, processes, and tools that are involved when putting ABM into action.

In this presentation, we share the key elements you need to succeed with your ABM strategy.

Published in: Marketing
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What You Need to Know About Account-Based Marketing

  1. 1. @uberflip#uberwebinar What You Need to Know About Account-Based Marketing Victoria(Hoffman Content(Marketing(Manager,( Uberflip @victoriahoffman Ben(Earle Head(of(Industry,(B2B,(AdRoll @BenjaminJEarle
  2. 2. @uberflip#uberwebinar WE WILL SEND THE RECORDING. Questions? We’ve got answers! (At the end of the webinar ) Join(in(on((
  3. 3. @uberflip#uberwebinar Stick Around For a Demo
  4. 4. @uberflip#uberwebinar So,(what(is(ABM?( ABM(allows(marketers(to(target(key(prospects( with(personalized(marketing(messages
  5. 5. @uberflip#uberwebinar How(to(execute(ABM(– Defining(your(audience Define(your( Audience( Onboard(your( data Develop(a( Marketing( Strategy Measure(your( Campaigns • First(Step • Align(marketing(with(sales • Define(your(audience
  6. 6. @uberflip#uberwebinar How(to(execute(ABM(– Onboarding(your(data Define(your( Audience( Onboard(your( data Develop(a( Marketing( Strategy Measure(your( Campaigns • Next(is(to(upload(data • Can(upload(by(hand(or(with(integrations
  7. 7. @uberflip#uberwebinar How(to(execute(ABM(– Developing(a(strategy Define(your( Audience( Onboard(your( data Develop(a( Marketing( Strategy Measure(your( Campaigns • Establish(a(cohesive(strategy • The(goal(here(is(to(close(deals(and(convert( accounts
  8. 8. @uberflip#uberwebinar How(to(execute(ABM(– Measuring(your(campaigns Define(your( Audience( Onboard(your( data Develop(a( Marketing( Strategy Measure(your( Campaigns • Here(you(identify(your(Key(Performance( Indicators((KPIs) • Necessary(to(allocate(marketing(budget(effectively
  9. 9. @uberflip#uberwebinar STEP 1: DEFINING YOUR AUDIENCE
  10. 10. @uberflip#uberwebinar Sales Marketing • Avoids(department( bias • Helps(create(a( cohesive(definition( of(your(ideal( customer • Can(deliver(more( highVquality( between(marketing( and(sales
  11. 11. @uberflip#uberwebinar Sales(data(to(consider Size(of(companies(in(closed(accounts Average(account(value Length(of(a(sale Industries(of(closed(accounts Locations(of(companies(within(closed(accounts
  12. 12. @uberflip#uberwebinar
  13. 13. @uberflip#uberwebinar STEP 2: AUDIENCE SEGEMENTATION AND DATA ONBOARDING
  14. 14. @uberflip#uberwebinar Self( Selection Dynamic( Data Static( Data Audience(Segmentation(– Self(selection( • Acquiring(target(lists(from(new(business(sales(and( marketing(executives • Very(simple,(but(it(has(the(potential(to(be(ineffective • Human(error(can(play(a(role(here • It’s(important(to(test(and(diversify(your(outreach( techniques(when(relying(on(internal(selection • These(lists(are(often(pulled(from(your(existing(CRM( database
  15. 15. @uberflip#uberwebinar Self( Selection Dynamic( Data Static( Data Audience(Segmentation(– Static(data • Covers(demographic(data,(company(info,( and(cultural(indicators • This(often(relies(on(who(companies(think,(or( assume,(their(customers(are • It’s(important(to(consider(what(these( assumptions(are(based(on.(How(old(is(the( data?(Where(does(it(come(from?(How(well( has(it(performed(for(you(in(the(past?(
  16. 16. @uberflip#uberwebinar Self( Selection Dynamic( Data Static( Data Audience(Segmentation(– Dynamic(data • Uses(algorithms(to(pull(together(lists(of(data.( • These(algorithms(analyze(things(like:(how( long(a(customer(stayed(on(your(site,(what( products(they(viewed,(and(whether(or(not( they’ve(spent(with(you(in(the(past.( • LeastVbiased(of(the(three(methods(because( it(pulls(data(from(actual(customers.(
  17. 17. @uberflip#uberwebinar Audience(segmentation(ideas Existing(CRM(segments Warm(leads FirstVparty(Intent(data Cold(Leads Upsells
  18. 18. @uberflip#uberwebinar STEP 3: DEVELOPING AN ABM STRATEGY
  19. 19. @uberflip#uberwebinar The(big(picture Don’t(operate(on(an(ABMVonly(strategy Don’t(forget(about(companies(who(reach(out(to(you Customize(your(messaging(and(mage(it(engaging Identify(what(channels(make(sense(for(your(business
  20. 20. @uberflip#uberwebinar ABM(for(retargeting(potential(accounts ABM(for(retargeting ABM(for(nurturing ABM(for(acquisition • With(AdRoll,(you(can(track(visitors(to(your(Hub(and(display(ads(to(them(related(to( the(content(they(viewed.( • We(can(tag(and(target(the(visitors(to(these(pages(as(“high(intent.” • Retargeting(generates(greater(online(sales(by(keeping(your(brand(front(and( center(and(bringing("window(shoppers"(back(when(they're(ready(to(buy.
  21. 21. @uberflip#uberwebinar ABM(for(nurturing(current(accounts ABM(for(retargeting ABM(for(nurturing ABM(for(acquisition • ABM(can(also(be(used(to(nurture(accounts(who(may(have(stopped(interacting( with(you(in(the(past.( • AdRoll(can(deliver(tailored(messaging(to(accounts(based(on(how(you(have(them( segmented(to(help(seal(the(deal. • When(they(become(active(customers,(adjust(the(messaging(to(provide(practioner content,(new(product(messaging,(upsell(opportunities,(etc
  22. 22. @uberflip#uberwebinar ABM(for(acquiring(new(accounts ABM(for(retargeting ABM(for(nurturing ABM(for(acquisition • You(can(also(use(ABM(to(acquire(net(new(customers.( • Predictive(algorithms,(like(AdRoll(Prospecting,(help(scour(the(internet(and(find( new(users(who(exhibit(the(same(online(behavior(as(customers(who(have(already( converted(on(your(site.(
  23. 23. @uberflip#uberwebinar STEP 4: MEASURING YOUR ABM CAMPAIGNS
  24. 24. @uberflip#uberwebinar Measuring(your(ABM(campaigns Engagement BottomVline Efficiency Retention(&(upsell Metrics(for( measuring(the( success(of(your( ABM(campaigns
  25. 25. @uberflip#uberwebinar Engagement Measuring(your(ABM(campaigns(– Engagement(metrics Clicks(on(ABM(blogs(and(ads Whitepaper(downloads Webinar(signups Sales(meetings(arranged New(accounts(reached
  26. 26. @uberflip#uberwebinar BottomVline Measuring(your(ABM(campaigns(– BottomVline(metrics Average(revenue(per(account((ARPA) Number(of(closed(deals Retention(rate Lifetime(value(of(your(customers((LTV)
  27. 27. @uberflip#uberwebinar Efficiency Measuring(your(ABM(campaigns(– Efficiency(metrics Cost(per(click((CPC)(on(ads Cost(per(action(taken Cost(per(new(account(acquired Return(on(investment((ROI) Sales(cycle(length
  28. 28. @uberflip#uberwebinar Retention Measuring(your(ABM(campaigns(– Retention/upsell(metrics Churn(rate Length(of(account(activity Upsell(per(account
  29. 29. @uberflip#uberwebinar RESOURCES The AdRoll Guide to Account-Based Marketing https://www.adroll.com/resources/guides-and-reports/account-based-marketing-guide How to Use Uberflip to Scale Your ABMEfforts https://hub.uberflip.com/account-based-marketing/how-to-use-uberflip-to-scale-your-abm-efforts
  30. 30. @uberflip#uberwebinar QUESTION TIME! Ben(Earle Head(of(Industry,(B2B,(AdRoll @BenjaminJEarle hub.uberflip.com Victoria(Hoffman Content(Marketing(Manager,(Uberflip @victoriahoffman
  31. 31. @uberflip#uberwebinar

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