A comprehensive masterclass introducing you to B2B marketing and the types of B2B marketing strategies and trends. Leading into a journey of Account Based Marketing with best practices and key principles to adopt to ensure a successful ABM strategy is executed. We'll highlight the importance of sales and marketing departments working together in a cohesive manner, and unpack how ABM can be applied to within your organization. Furthermore, we'll share some key insights and lessons learned from ABM projects we've worked on. Key Takeaways: By the end of this session, you will have a clearer understanding of Account Based Marketing and how to differentiate it from other forms of marketing. Establish how ABM can be applied within your organization. Identify common pitfalls and red flags and how to mitigate them.

1. MASTER
CLASS
DUBLIN, IRELAND ~ SEPTEMBER 5 - 6, 2022
DIGIMARCONIRELAND.IE | #DigiMarConIreland
Account Based
Marketing Master Class
Amanda Louw Bester
FOUNDER
PRAGMATTICA DIGITAL CONSULTING

2. ABM Masterclass

4. B2C vs B2B
Business to Consumer
I
One-to-Many customers
Business to Business
I
One-to-Few

5. B2B Sales Funnel B2C Sales Funnel

6. Key Differenciators
FACTS FUN

7. KPI’s to determine if your B2B
marketing is succeeding
Shortening your sales cycle
Increase in MQLs and SQLs
Increase in contract renewals
Improved customer lifetime value

8. Account-based marketing (ABM) is a
structured go-to-market strategy that
involves the coordination of the sales
and marketing departments to create
personalized, targeted marketing
campaigns.

9. 4 Key Principles
of ABM

10. With ABM, sales and marketing focus on solving the buyer’s problem, rather than
promoting the solution they want to sell.
1. Client Centricity & Insight

11. 2. Partnership between Sales & Marketing
ABM will only achieve its potential
when sales and marketing work
hand in hand.

12. 3. Focus on reputation & relationships, not
just revenue
ABM objectives focus on client
lifetime value, going beyond
lead generation and short-term
revenue goals.

13. 4 Tailored Programs & Campaigns
Marketing and sales teams work together to craft personalized content to drive interest
and engagement.
Direct Events Tailored
content
Organic
Social & Online
ads
Search Ads &
Content
Targeted PR Billboards,
Posters and
Sponsorship

14. How Does It Work?
Data
Enriched
Profiles
(DEPs)
A detailed prospect
& Account profile is
developed using a
combination of tools
and techniques
Personal
Marketing
Plan (PMP)
A customer
journey is
developed based
on the insights
generated from the
persona
Production
Produce adverts,
op-eds, articles,
videos, and
social media
content designed
to engage the
prospect.
POEM
(placement/
publishing/
eventing)
Place the content
across paid, owned
and earned media
channels to ensure
we reach the
prospect multiple
times over the time
Track and
Optimize
Gather data from
each touchpoint to
get a sense of what
is working and what
isn’t working so we
can optimise and
refine the persona,
the plan, and the
creative.

15. Account Based Marketing Strategy for B2B Organizations
Attract
Nurture
Close
Identify
Land & Expand
Engage
Traditional Marketing
For Brand Awareness
Account Based Marketing
For Sales Conversion
Use the Traditional Marketing funnel
approach for overall Co. Brand
Awareness and development
Use ABM to support direct sales
efforts across serviced industry
sectors.
FEEL
KNOW
DO

16. Lessons Learned
1. Using traditional marketing thinking
2. Not Employing Personalization
3. Identifying And Prioritizing The Wrong
Accounts

17. Obstacles encountered
4. Sales & Marketing not on the same
page
5. Customer Research and Persona Fail
6. Only focusing on digital marketing

18. Obstacles encountered
7. Not Cultivating Relationships With Targeted Accounts
8. Marketing does not exist to replace sales and sales is not there
to replace marketing.

19. Questions?

20. 14 YEARS IN DIGITAL MEDIA
ABOUT ME
Business Development Manager
- Mobile publisher acquisitions Africa
- Employee No:1 for 2x programmatic start-ups
- Marketing & Monetization Strategist
- AdTech Consultant
- Specialist Performance Marketing Strategy &
Analytics
o IAB 2018 Top 7 wonder women in tech – Speaker
o IAB 2019 Bookmarks Awards Judge
o AfricaCom Panel Moderator &
o AfricaCom Finalist - Women Innovator of The Year 2019!
o UCT GSB Data Analytics Lecturer
o International speaker – digital media, programmatic, performance
marketing

21. Intro to B2B
Smart Sales
Intelligence
Sales professionals need to persuade, negotiate, and
communicate value in a way that resonates with their
clients. Our product provides you with the data needed to
quickly understand a person's behaviour, motivations, and
communication style so that you can build trust, improve
the quality and response rate of your sales calls and
meetings, and close with confidence.
Our direct sales playbooks include specific strategies to help
you close deals faster for any business situation.
Enrich your understanding of an account
beyond generic prospect insights and
data-points.
Understand how to motivate buyers and
drive deals forward with rich
personality profiles

22. Account Based Marketing Sales Funnel