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.

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What You Need to Know About
Account-Based Marketing
Victoria(Hoffman
Content(Marketing(Manager,(
Uberflip
@victoriahoffman
Ben(Earle
Head(of(Industry,(B2B,(AdRoll
@BenjaminJEarle

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WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar )
Join(in(on((

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Stick Around For a Demo

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So,(what(is(ABM?(
ABM(allows(marketers(to(target(key(prospects(
with(personalized(marketing(messages

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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

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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

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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

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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

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STEP 1:
DEFINING
YOUR AUDIENCE

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Sales
Marketing
• Avoids(department(
bias
• Helps(create(a(
cohesive(definition(
of(your(ideal(
customer
• Can(deliver(more(
highVquality(
between(marketing(
and(sales

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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

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STEP 2:
AUDIENCE SEGEMENTATION AND
DATA ONBOARDING

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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

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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?(

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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.(

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Audience(segmentation(ideas
Existing(CRM(segments
Warm(leads
FirstVparty(Intent(data
Cold(Leads
Upsells

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STEP 3:
DEVELOPING AN
ABM STRATEGY

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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

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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.

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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

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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.(

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STEP 4:
MEASURING YOUR
ABM CAMPAIGNS

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Measuring(your(ABM(campaigns
Engagement BottomVline
Efficiency Retention(&(upsell
Metrics(for(
measuring(the(
success(of(your(
ABM(campaigns

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Engagement
Measuring(your(ABM(campaigns(– Engagement(metrics
Clicks(on(ABM(blogs(and(ads
Whitepaper(downloads
Webinar(signups
Sales(meetings(arranged
New(accounts(reached

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BottomVline
Measuring(your(ABM(campaigns(– BottomVline(metrics
Average(revenue(per(account((ARPA)
Number(of(closed(deals
Retention(rate
Lifetime(value(of(your(customers((LTV)

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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

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Retention
Measuring(your(ABM(campaigns(– Retention/upsell(metrics
Churn(rate
Length(of(account(activity
Upsell(per(account

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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

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QUESTION TIME!
Ben(Earle
Head(of(Industry,(B2B,(AdRoll
@BenjaminJEarle
hub.uberflip.com
Victoria(Hoffman
Content(Marketing(Manager,(Uberflip
@victoriahoffman

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