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Account Based Marketing - Amanda, Pragmattica Digital Consulting

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.

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MASTER
CLASS Account Based
Marketing
CAPE TOWN, SOUTH AFRICA ~ OCTOBER 25 - 26, 2023
DIGIMARCONAFRICA.COM | #DigiMarConAfrica
Amanda Louw Bester
FOUNDER
PRAGMATTICA DIGITAL CONSULTING
Account Based
Marketing
Masterclass
Account Based Marketing - Amanda, Pragmattica Digital Consulting
B2C vs B2B
Business to Consumer
I
One-to-Many customers
Business to Business
I
One-to-Few
B2B Sales Funnel B2C Sales Funnel
Key Differenciators
FACTS FUN

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Account Based Marketing - Amanda, Pragmattica Digital Consulting

  • 1. MASTER CLASS Account Based Marketing CAPE TOWN, SOUTH AFRICA ~ OCTOBER 25 - 26, 2023 DIGIMARCONAFRICA.COM | #DigiMarConAfrica Amanda Louw Bester FOUNDER PRAGMATTICA DIGITAL CONSULTING
  • 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
  • 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
  • 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
  • 17. Lessons Learned 1. Using traditional marketing thinking 2. Not Employing Personalization 3. Identifying And Prioritizing The Wrong Accounts
  • 18. Obstacles encountered 4. Sales & Marketing not on the same page 5. Customer Research and Persona Fail 6. Only focusing on digital marketing
  • 19. 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.