Presented in Smart Advertising Seminar 5.3.2015 organized by Avaus Marketing Innovations

2. Fredrik
Sparrman
Partner Manager
Vendemore
Fredrika
Bennison
CMO
Vendemore

3. Some of our clients
500+ B2B tech companies in total. 100+ countries, 400+ of the Fortune 1000 companies.
Account Based Marketing

4. Account Based Marketing
Why are we here today?

5. Account-Based Marketing
How to align marketing spend
with your largest sales potential?

6. The future
In 6 years the number of sales people in the US will
drop and the sales role change
85% of interactions will be
automated… the digital
salesperson
Source: Gartner
1. Content Marketing
2. Account Based Marketing
3. Marketing Automation
18m 4m6 years
Account Based Marketing

7. The Pipeline Marketing Company
Account Based Marketing
Widespread support
for the supplier across
my organisation
Organisation is
easily accesible
Organisation is
easy to buy from
Organisation is
willing to collaborate
with other suppliers
Provides the
best value for
the best price
Flexible in adjusting
to unique product needs
Widespread support
for the supplier across
my organisation
Source:
Sales Executive Council research
The Challenger Sales p. 102
Account Based Marketing

8. Lack of access
Challenge : How do you reach all the people
that make or influence the decision?
Why do we
need you?
We know
better
ROI?
Expensive
Account Based Marketing

9. 100 %
0 %
Challenge: The customers’ memory is short and unreliable
which makes relying on internal selling risky
Knowledgeretention
Customer memory
Meeting Day 1 Day 7 Day 30
Time
Account Based Marketing

10. Maintaining influence
100 %
0 %
Customerattention
Customer contact during the sales cycle:
COLD CALL MEETING EVENT MEETING PROPOSAL DECISION
Competitive activity
Challenge : How to maintain the clients interest?
VULNERABLE TO COMPETITION
LOST PRIORITY
Account Based Marketing

11. €
Aligning marketing investment with revenue opportunities
Clients
Potential revenue
Existing revenue
Top
50
Next
50
Next
100
Sales resources
B2B General marketing
Account Based Marketing
Account-Based Marketing

12. Spray and Pray!
Account Based Marketing

13. So how do we do it?

15. Focus
Advertise…
Only people working in the
organisations you choose.
Account Based Marketing

16. Advertising, films, social media, articles, white papers are
targeted to the named accounts IP-numbers
Placement
Account Based Marketing

17. The Pipeline Marketing Company
Media coverage ex from Finland
+1.000.000
websites globally
A few examples locally

18. 29 days with no advertising followed by a 29 days with
targeted advertising, everything else the same.
High engagement
- over a long period of time
Account Based Marketing

19. Account Based Marketing

20. 1. Target
2. Engage
3. Nurture
4. Convert
Engaging other
departments in existing
clients. IBM growing in
marketing.
Account Based Marketing

21. Survey ads trigger discussions
Account Based Marketing

22. Content video-ads
- Create ”pain awareness”
- Testimonials
Account Based Marketing

23. Blog ad/RSS feed real time
marketing

24. What messages are important and when…?
Why change? Why with us?Shape ”the world”
• Process specific problems
• Industry specific references
• Insights, process specific problems,
• Ideal solution (white papers, articles,
• 5 typical mistakes, check lists,
• visionary videos)
• Industry specific &
very relevant references
• Market leadership
• Comparison matrix
Account Based Marketing

25. What kind of messages can and will the
buying organisation absorb?
• Problems / Headaches
• References from the customer’s own industry
• Market leadership
• Knowledge (articles, films, infographs)
Account Based Marketing

26. More info, tips &
Best-practice
Account Based Marketing
vendemore.com/content-hub/

27. Thank you!
Fredrik Sparrman, Partner Manager Vendemore
fredrik.sparrman@vendemore.com
Fredrika Bennison, Marketing Manager Vendemore
fredrika.bennison@vendemore.com