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The CMO Blueprint for Account-Based Marketing

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Why B2B Marketers Need to Get Started with ABM

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  • Nice presentation. You have to engage a number of people before getting results. This is time-consuming but an excellent way to build up confidence for more than one deal. This should be the aim in times, where people have more ways than ever before to compare products.
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  • nice slides and walk through
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The CMO Blueprint for Account-Based Marketing

  1. The CMO Blueprint for Account-Based Marketing Why B2B Marketers Need to Get Started with ABM
  2. B2B Marketers Work in Challenging Times
  3. More People Are Involved %%3434 of B2B buyers have increased the number of stakeholders involved in the purchase process. Source: DemandGen
  4. More People are Involved. More People are Involved. of B2B buyers have increased the number of stakeholders involved in the purchase process. The More People Involved, The Less Likely a Purchase For any given sale, 7 – 20 people are involved in the decision. As the number of people increases, the likelihood of purchase declines. Source: KnowledgeTree
  5. Buyers Do More Research, 9494%%of B2B buyers conduct some form of online research before buying a business product. Source: MarketingProfs
  6. Especially When 
 Costs Are High 9090%% For more than of B2B buyers, the amount 
 of research done depends on price. As price increases, the amount of research increases. Source: SalesForce
  7. Buyers Wait to
 Come Forward 5757%% Buyers don’t contact suppliers directly until of the purchase process is complete. Source: Corporate Executive Board
  8. And This Trend
 Will Only Continue 8080%% By 2020, of the buying process will occur without any direct human-to- human interaction. Source: Forrester
  9. Buyer Expectations
 Have Changed B2B buyers expect the same range of omni- channel options they enjoy as consumers. 4949%% of B2B buyers prefer to use consumer websites to make work-related purchases. Source: The Future of Commerce
  10. #1 According to B2B marketers, generating high-quality leads is the top challenge today. Quality Leads Are Scarce The #1 Challenge. Source: IDG Enterprises
  11. 0.75% Even Qualified Leads Are Difficult to Close 0.75% of leads generated become closed revenue. Source: Forrester
  12. When Times Are What Do You Do? Challenging
  13. You Look for Your Challenges Solutions That Address
  14. Solutions Like Account-Based Marketing
  15. What Is Account-Based Marketing?
  16. reliabletraditional reliabletraditional The Account-Based Marketing approach practices and B2B principles but targets
 company accounts rather than
 individual sales leads.
  17. successful B2B marketing It recognizes that successful B2B marketing is about speaking to a collective business or department, not to isolated individuals.
  18. marketingsales Account-based marketing
 requires a close collaboration
 and alignment of and marketingsales …
  19. to create highly engaging, personalized interactions 
 that today’s decision makers
 have come to expect.expect.expect. …
  20. Account-based 
 marketing is not a ‘one and done’‘one and done’ campaign or tactic.
  21. It’s a business 
 philosophy and strategy, 
 and it’s always turned onturned on for an account.
  22. 66 Foundational PillarsFoundational Pillars Get Started with the Account-Based Marketing.of
  23. Flip the 
 Funnel 11 Traditionally, prospects begin at the top of the buyer journey and move down to the bottom.
  24. Flip the 
 Funnel 11 With account-based marketing, you flip the funnel on its head. IDENTIFY EXPAND ENGAGE ADVOCATE Source: © Account-Based Marketing For Dummies
  25. Identify the Best Fit Accounts 22 Find and engage the right companies so that resources aren’t used on prospects that will not become customers.
  26. Expand Contacts Within an Account 33 Build relationships with multiple people within an account. Remember, business decisions are made by more than one person.
  27. Engage Accounts on Their Terms 44 Engage contacts on 
 the channels where 
 they’re most active with 
 the messages and 
 content they want.
  28. Create Customer
 Advocates 55 Leverage customer relationships to create brand champions and authentic advocates.
  29. Measure
 Success 66 With account-based marketing, measurement focuses on performance indicators that 
 evaluate success at 
 the account level.
  30. Transform Your Business with Account-Based MarketingAccount-Based Marketing
  31. of marketers say account-based marketing has higher ROI than other marketing activities. 97%97% Source: Marketo
  32. of marketers say account-based 
 marketing provides significant benefits 
 to retain and expand client relationships. 85%85% Source: Alterra Group
  33. of B2B marketers say account-
 based marketing is either very or 
 extremely important… 90%90% But while Source: SiriusDecisions
  34. of practitioners have implemented
 Account-Based Marketing strategies. 20%20% Less than Source: SiriusDecisions
  35. Launch and Accelerate Account-Based MarketingAccount-Based Marketing with These Tools
  36. Get the Book that Explains Account-Based MarketingAccount-Based Marketing Step-by-Step It’s the first-ever ABM book. It’s for beginners, experts and everyone 
 in-between.
  37. Click here to
 learn more. Get the Book that Explains Account-Based MarketingAccount-Based Marketing Step-by-Step It’s the first-ever ABM book. It’s for beginners, experts and everyone 
 in-between.
  38. Evaluate Your Existing Account-Based MarketingAccount-Based Marketing Tech Eco-System for Determine which resources to buy, replace or repurpose to create a best-in- class ABM stack.
  39. Evaluate Your Existing Account-Based MarketingAccount-Based Marketing Tech Eco-System for Determine which resources to buy, replace or repurpose to create a best-in- class ABM stack. Click here to
 learn more.
  40. Build Your Complete Account-Based MarketingAccount-Based Marketing Technology Solution Align technology 
 to the core components of your ABM strategy.
  41. Build Your Complete Account-Based MarketingAccount-Based Marketing Technology Solution Align technology 
 to the core components of your ABM strategy. Click here to
 find out how.
  42. Get to Know
 Sangram Vajre Get to Know 
 Sangram Vajre Sangram Vajre has quickly built a reputation as a leading mind in B2B marketing. Before co-founding Terminus, a SaaS platform for account- based marketing, Sangram led the marketing team at Pardot through its acquisition by ExactTarget and then Salesforce. He’s the author of Account- Based Marketing For Dummies and is the mastermind behind #FlipMyFunnel. Click here to follow Sangram on Twitter.

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