You’re always hearing about the need to adjust your organization’s mindset, but this roundtable isn’t about adjusting your mindset. This roundtable is for digital marketers who want to actually start implementing ABM. We want to guide you and help you get started. The roundtable will focus on building a solid strategy and implementing tactical elements of an ABM philosophy. Our host this month is Net-Results. What will be discussed: Brief overview of how account-based marketing works (how it differs from traditional marketing) Examples of account based marketing Applying ABM to your organization Developing a strategy Tactical methods to execute your strategy

1. Meredith Giersch
Director of Channel Optimization, Net-Results
BMA Roundtable
Thursday, April 24th 2014
EFFICIENT GROWTH
THROUGH ACCOUNT
BASED MARKETING

2. © Copyright 2014 Net-Results. Trademarks belong to their respective owners. All rights reserved.Source of ABM framework: Sirius Decisions
Insights
Competitive market,
alignment with client needs,
decision maker personas,
existing relationships
Selection
High client value plus
highest likelihood to close
1 : 1 vs. 1 : few vs. 1 : many
Planning
Alignment with sales goals,
targeted messaging by
persona, tactic selection
Execution
Strategy and campaigns for
pilot – tweaked for larger
rollout
Measurement
Short term: (conversion
rates)
Medium term: (pipeline)
Long term: (revenue)
Please describe any Account Based Marketing strategies your team has tried. What success stories and/or challenges from any stage
are you willing to share? What remains your biggest concern? Any advice to share?
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Specific, account-level focus is what separates ABM from
broad-based marketing. Like most things that deliver a real
competitive advantage, however, the logic of ABM is simple
but the delivery takes some effort.
- Megan Heuer, Sirius Decisions
Account Based Marketing: from your perspective
ABM: the practice of treating individual accounts as markets in their own right.
It’s a structured approach to developing and implementing highly customized
campaigns to markets of one: accounts, partners, or prospects, typically a
company’s largest, most strategic accounts or partners.
- Jeff Sands, ITSMA

3. Specific, account-level focus is what separates
ABM from broad-based marketing. Like most
things that deliver a real competitive advantage,
however, the logic of ABM is simple but the
delivery takes some effort.
- Megan Heuer, VP and Group Director of
Data-Driven Marketing, Sirius Decisions
Source: http://www.siriusdecisions.com/blog/believe-the-hype-you-
should-be-doing-account-based-marketing/

4. This morning’s agenda…
• Who is here and what’s your background?
• What’s all the hype about Account Based Marketing (ABM)?
• What are the five stages for planning and implementation?
• How have we used ABM at Net-Results?
• What experiences – success and challenges – have you faced in
regard to ABM?

5. Over 80% of marketers that measure ROI say that ABM
outperforms other marketing investments

6. ABM Programs have been so successful that marketers
planned to double their spending in 2013

7. Insights
• Internal
Account Data
• External Data
Selection
• Segmentation
• Assessment
Planning
• Goals (Cross-
sell, Up-sell,
Relationship)
• Targeted
Messaging
• Tactic
Selection
Execution
• Pilot
• Rollout
Measurement
• Short-term
• Medium-term
• Long-term
Communication
Source: Sirius Decisions
Account Based Marketing requires intentional planning
and assessment at each stage

8. Insights Selection Planning Execution MeasurementInsights
• Alignment of
offerings
• Avg. customer
deal
• Contact
engagement
history
Selection
o 1 : 1
large accounts
1 : Few
industry/segment
o 1 : Many
customer lifecycle
Planning
• Sales goal:
relationships
• Targeted
Messaging
• Elevate /
build out
content
Execution
• Pilot: 5 of 285
• Rollout: next
tier with
adjustments
Measurement
• Short-term
(Opens, CTR,
conversions)
• Medium-term
(pipeline)
• Long-term
(revenue)
Communication: Sales, Marketing, Product Team
Net-Results example: targeting key competitor’s partners

9. Key takeaways on Account-Based Marketing (ABM)
Marketing leads ABM, but the process must be very
collaborative
Collection and sharing of insights – customer pain
points and needs – is the foundation for success
ABM is an investment in time and resources – focus
on accounts with the highest ROI
1
2
3

10. ABM requires a cross-functional, collaborative
approach, and the two functions that need to
align most clearly are sales and marketing.
Marketing must be engaged as early as possible in
the sales account planning process in order to
produce insights, content, programs and
initiatives with precision.
- Matt Senatore, Research Director, Account-
Based Marketing, SiriusDecisions
Source: https://www.siriusdecisions.com/blog/are-you-ready-for-
account-based-marketing/

11. Marketing boosts individual purchase intent and Sales
facilitates consensus
Marketing has access to insight
before sales “meets” the prospect
• Implicit data (web activity)
• Explicit (form submissions)
Source: 2013 B2B Global Buyer Survey; CEB analysis
0%
Process begins
37%
Group conflict peaks
57%
Sales rep first contacted
100%
Process completed
Marketing Owns Primary Responsibility Sales Owns Primary Responsibility

12. ABM: the practice of treating individual accounts
as markets in their own right.
It’s a structured approach to developing and
implementing highly customized campaigns to
markets of one: accounts, partners, or prospects,
typically a company’s largest, most strategic
accounts or partners.
- Jeff Sands, VP of Account
Based Marketing, ITSMA
Source: https://www.itsma.com/ezine/abm-as-the-key-to-career-
advancement/

13. The most critical component of ABM is the collection and
sharing of insights
Marketing
Online
personas
Digital
behavior
Web form
submission
Marketing
engagement
history
Sales
Contact
engagement
history
Status of
active deals
Sales goals
Relationship
with decision
makers
Market
Intelligence
Industry
Competitive
market
Industry
needs / pain
points
Average deal
size

14. Limited budget and resource concerns lend
themselves to a renewed focus on account-based
marketing techniques, combining what you know
about the companies most likely to buy with your
tactical campaign selection, lead scoring, lead
nurturing, buyer persona creation and content
strategy.
- Account-Based Marketing in 2013,
A Demandbase, Ziff Davis Survey
Source: http://www.demandbase.com/assets/ResourceDocs/White-
Paper-2013-Account-Based-Marketing-Survey.pdf

15. ABM is an investment in time and resources – focus on
accounts with the highest ROI
Selection
• Chose accounts based on opportunity, potential and ROI
• Start with a pilot with highest tier
Repurposing
• Audit current assets and map to target accounts
• Adapt and expand content to address ABM strategies
Measurement
• Base measurement on revenue and sales goals
• Near term, short term, long term

16. Insights
• Internal
Account Data
• External Data
Selection
• Segmentation
• Assessment
Planning
• Goals (Cross-
sell, Up-sell,
Relationship)
• Targeted
Messaging
• Tactic
Selection
Execution
• Pilot
• Rollout
Measurement
• Short-term
• Medium-term
• Long-term
Communication
Source: Sirius Decisions
Strategies? Success stories? Challenges?
Failures? Concerns?