The document outlines a 5-step approach to account based marketing (ABM): 1) Understand and analyze target accounts using data to build profiles; 2) Plan customized content and engagement strategies with sales; 3) Build and personalize content for each account; 4) Execute the engagement plan; 5) Measure results and refine the approach based on key performance indicators like coverage, awareness, engagement, program impact, and influence. The goal of ABM is to engage all key stakeholders in an account through the sales funnel until close.

1. 5 steps for a winning account based
marketing plan
Christine Keefer – Keefer Marketing Services
June 2016

2. How is ABM different?
 Lead Gen = attracting the right contact
and engaging them into the funnel with
compelling content based on their
persona
Up to 17
people
influence
enterprise
purchases –
*IDG 2014
study
*http://www.idgenterprise.com/resource/research/role-influence-of-the-technology-decision-maker-
2014/
 ABM = engaging the right
account and influencing all the
people within that account
throughout the funnel until they
get to closed
Lead Gen vs ABM
Keefer Marketing Services – June 2016
2

3. 5 Step approach to ABM
Target
Accounts
1. Understand & analyze
Build out account profile using market data, propensity
modeling, and behavior characters
2. Plan and Define Plays
Marketing and Sales work together to plan best
approach; what key plays to use, best content to
leverage, what channel’s make most sense
3. Build and Personalize
Customization of content and delivery
4. Execute
Deliver on plan in partnership with sales
5. Measure and Review
Build and share references and best practices, test and
iterate as needed
Keefer Marketing Services – June 2016
3

4.  Understand the right accounts to target:
 Work with existing data to understand which accounts have a higher
propensity
 Align these against “top 5-10” accounts per sales rep
 Review number of contacts you have from each account within base and
what titles exist today
 Develop account profile for each account: Revenue, # of employees,
industry, Org chart from existing contacts, titles
 Analyze the account:
 What products do they own today
 Whom from the account has already engaged with content and which kind of content was it
 Understand what similar accounts have purchased; use industry heat map (where possible)
1. It all starts with data
Keefer Marketing Services – June 2016
4

5. 2. Work with sales to build the plan
 Build the plan in partnership
 Who else do we need to influence within the
account that is not currently in the data base
 What content already exists that can be
leveraged for these accounts
 Where are the gaps for content that needs to
be developed
 What parts of the plan can marketing
customize and what parts do we need sales to
deliver
Keefer Marketing Services – June 2016
5

6. 3. Build and Personalize – 4.
then execute!
Outbound – examples
 Email- Customized to their name
and with content for their
title/industry
 Social- Show relevancy within their
industry
 Phone- Suspect qualification to
identify key influencers
 Direct mail- with attention getting
premium & Invite to an event
Inbound – examples
 IP-based ads
 Retargeting
 LinkedIn programs
 Web personalization
Keefer Marketing Services – June 2016
6

7. 5. Measure and review
• # of contacts within the account that opt-in for communication
Coverage
• Increase in web traffic from targeted accountsAwareness
• # of Accounts that make it to “Marketing Qualified Account”
status X# of contacts within an account are engaging in
marketing activities
Engagement
• % of contacts within ABM list that are showing up in our programs
over all.
Program Impact
• Impact of ABM is influencing the value of deals
• Increase in sales velocity vs. non-ABM
• Increase in revenue vs. non-ABM
Influence
Keefer Marketing Services – June 2016
7

8. Christine Keefer
Keefer Marketing Services
9
About me:
“Start with understanding
your customers, add in any
data intelligence you have,
and then build a plan with
measurable results that track
your progress against a fully
aligned lead to pipeline
model. This is my ultimate
marketing happy place”
Contact: https://www.linkedin.com/in/keefer