We dove through third-party webinars, online articles, and even our own data to find out which ABM strategies work—and which are total myths. The result is a webinar that helps marketers break through the bull and create campaigns that drive actual results.
Watch this webinar with Engagio’s Director of Marketing, Charlie Liang, and AdRoll’s Digital Marketing Team Lead, Jonathan Koo, to learn how to:
-Pivot to ABM with existing framework and strategies
-Serve the most cost-effective impressions to target accounts
-Choose the right KPIs to understand how your campaigns are performing
-And more!
Download Engagio's Clear and Complete Guide to Account Based Marketing at Engagio.com/guide
Learn more about Engagio at Engagio.com
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3. Agenda
3
An Introduction To ABM
The Importance of Running ABM Campaigns
The 6 Myths Biggest Myths of Running ABM Campaigns
Starting an ABM Campaign
A Real-world Example
Measuring your ABM Campaigns
5. Modern Day Example: ABM
5
Account Based Marketing
(ABM) refers to the marketing
practices of identifying,
targeting, and converting the
key accounts that mean the
most to a business.
*Over 80% of marketers that measure ROI say that ABM
outperforms their other marketing investments. Source: ITSMA
Account Based Marketing Survey 2013≈≈
6. 6
Why ABM over Traditional Display
• Target key accounts
• Maximize the value of each account
• More aligned marketing & sales org
• Hyper-personalization
7. 7
Personalization: The full-funnel approach
ATTRACT
Reach new prospects
CONVERT
Turn prospects into customers
GROW
Maximize customer lifetime
value
8. 8
Buyer Personas
● Each member of your
target audience has
different buying
objectives and
permissions.
10. Previously only the largest companies
had the resources to devote staff to
targeting individual accounts. But
Technology has changed that.
11. It’s not about the size of your company,
but about the size of your average deals.
12. ABM for the masses
Let’s look at some sample scenarios
12
By the Numbers
ACV of Customer: $2,000
Willingness to Spend: $400 per opp
Assumes 20% conversion rate.
ACV of Customer: $100,000
Willingness to Spend: $10,000 per opp
Assumes 10% conversion rate.
Example 1 - $400 max spend
Example 2 - $10,000 max spend
13. ABM for the masses
● Targeting accounts has been around for
decades, from inside sales teams to the
largest agencies.
● The advancement of tools has spurred
the rise in new ABM
● What’s changed is how you reach out.
● Outreach is no longer a sales-only
pursuit.
● Outreach is not necessarily manual.
● From “nets” to “spears.”
● From manual to programmatic.
ABM from SMBs to Enterprise
13
ABM for the masses
15. Working with Other Departments
ABM requires a full business effort in order to be successful
15
Sales Marketing
Identifies Target accounts
Create
ads/content
Position
messaging
Run their
campaigns
Help qualify
leads
Qualifies
leads
Pitch
prospects
Close deals
Working with other departments
20. Sales shouldn’t dictate account selection
● Rely on sales to communicate
nuances involved with
outreach to specific accounts.
● But don’t let their opinions of
which accounts are most
important to your business
solely dictate which accounts
you reach out to.
● Marketing and sales should
combine their knowledge of
business needs to choose
accounts.
Let’s explore why!
ABM should be a combined effort of sales and marketing
20
Sales should dictate account selection
21. Here’s why
Understand where your sellers are coming from
21
Happy and
healthy seller
A Seller’s Approach to ABM
● Assigned or begins a book of business
● Works for months to establish contact and
grow relationships
● Begins winning deals
● Works to close the “whales” that can help
them advance their career and make $
● Presented with an opportunity to identify the
accounts that will benefit the entire business
● Looks into their own book for accounts
A look into sales
22. This is why we call it “selection bias”; we
only see a selection of the outcomes, and
therefore draw false conclusions. And
the world of business is full of it.
— Harvard Business Review
Vermeulen, HBR.org, 2009
23. Data can help drive account selection
● The process of using data to identify our target accounts
● Can be a mix of predictive score, share of wallet, industry and verticals
● Identify decision makers and sphere of influence at each account
● Data hygiene is critical
● Lead to account matching
Ensuring against selection bias
23
Data can drive account selection
24. Where to find target accounts
Data can be pulled from things like:
24
Events Content Sales lists CRM
Demographic
Data
Firmographic
Data
Behavioral Data
Where to find target accounts
29. Who is the ABM starting 5?
29 @engagio @adroll #ABM
30. Who is the ABM starting 5?
Digital MarketingDemand Gen /
ABM
Marketing Ops
Field Marketing Head of Marketing
30 @engagio @adroll #ABM
31. One-to-one and one-to-many
The traditional ABM model
31
The most hyper-personalized, and
the most time-consuming, form of
ABM. This method takes one
person and devotes their time to
attracting and closing a single
target account.
Similar to the one-to-one model.
This method reflects how most
outbound sales reps tailor their
outreach to their target accounts.
One-to-one & one-to-many ABM
One-to-one ABM One-to-many ABM
32. Demographic and Firmographic ABM
● Marketers focus on their long-held beliefs about which customers will
convert
● Examples include:
○ Serving ads to a specific location
○ Serving ads to specific businesses
○ Targeting titles of prospects
Targeting the accounts based on how your customers look
32
Your customer’s attributes are king
Demographic & Firmographic ABM
33. Programmatic ABM
Programmatic
● The easiest way to scale ABM campaigns
● Take your one-to-one campaign tactics, or even one-to-many (like at
an event), and apply them to ads that can reach thousands.
● Move from one-to-one ABM to hundreds or even thousands of target
accounts.
● Using programmatic allows marketers to take their target account lists
and reach out to them with fewer personal resources.
Pouring on the gas
33
Automating and scaling your efforts
Programmatic ABM
35. ● No need to completely change your company KPIs
● Apply the metrics you currently measure to gauge
marketing success and apply them to individual accounts
● Revenue can be shared between both marketing and
sales. Marketing will be able to help generate the leads and
sales will act to close them.
● Start with metrics that prove engagement and target
account coverage, then move to metrics that show whether
or not target accounts are closing and driving revenue for
your business.
Don’t reinvent the wheel
35
ABM measurement made simple
36. 36
Measurement Metrics that Matter
Engagement
⠂ Content Downloads
⠂ Account signups
⠂ Sales Meetings set
The ABM Metrics That Matter
Bottom-line
⠂ Average Revenue
Per Account
⠂ Number of Closed
Deals
⠂ Retention / Customer
Lifetime Value
Efficiency
⠂ Cost per click
⠂ Cost per action
⠂ Cost per new
account
⠂ ROI
Retention/Upsell
⠂ Churn Rate
⠂ Length of account
activity
⠂ Upsell per account
43. Less marketers are running ABM than you think
Running ABM can get you ahead of the curve
43
*Data pulled from eMarketer
Of US B2B marketers currently have an ABM strategy in place, according to August 2016
Demand Gen Report research.47%
33% US B2B marketers invested in ABM in 2016 according to a May 2016 study that was
run by Kapost.
60% Of US B2B marketers who have an ABM strategy up and running, had been doing it
for less than a year in 2016.
44. Ensure you’re one doing it well
To ensure your campaigns are successful, personalize
44
52. Weaving ABM into your marketing efforts
● Offers
● Ebooks
● Articles
● Webinars
● Events
ABM should be one tactic in your marketing arsenal
52
ABM
Inbound Programmatic
● Web
● Social
● Email
● Search
ABM and your other marketing efforts
Editor's Notes
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Works with Sales and other departmentsWhile it’s been dubbed “account-based marketing,” it applies just as much to your sales team as it does to your marketing team. When sales works in a lead-based system, each lead is an isolated entity, separate from his/her company and his/her interactions with their coworkers during the buying process.
An account-based sales approach looks at a company/account holistically. Salespeople tailor their outreach to specific personas in that buying center, and they try to engage as many personas as possible across that account.
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One way to ensure your personalization is on point is to create a customer journey mapping canvas.
The customer journey mapping canvas keeps you entirely focused on the wants and actions of your target account.
It forces you to look beyond the surface-level firmographic data and instead dig deeper into what exactly that person desires.
By filling out the Customer Journey Mapping Canvas you can create a modern, three-dimensional rendering of who your target account is, rather than simply “painting a picture.” You can map out their desires, where they hang out, what they like to read, and what they consider before making a decision. Once that’s established, you can create useful content, place ad spends in the appropriate channels, and reach your accounts with custom messaging that speaks directly to them.