Er is van alles aan de hand in B2B. Er zijn veel nieuwe aanpakken voorhanden en soms lijkt het lastig om te kiezen voor die ene aanpak die jou het meest kan opleveren. Account-based marketing (ABM) is een geschikte benadering als je kunt afbakenen en kunt kiezen voor een segment of kleine groep ‘key’ prospects die een hoge klantwaarde vertegenwoordigen. Account-based marketing is vooral interessant als je te maken hebt met een ingewikkeld koopproces, waarbij veel informele en formele beslissers betrokken zijn. En is vooral geschikt als je een goede relatie hebt met sales. In deze workshop gaan we aan de slag met het stappenplan voor account-based.

1. an initiative of:
Account-based marketing
Ingrid Archer (spotONvision) & Laura Haasnoot (Deloitte)

2. Ingrid Archer
spotONvision
Co-founder /
Director
Clients,
Strategy &
Success
• What is account-based marketing?
• Business case account-based marketing
Deloitte
• How to measure?
Getting started with ABM
Laura Haasnoot
Deloitte
Marketing
Manager
#b2bnl

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What is account-based marketing?
Account-based marketing is a strategic approach that
coordinates personalized marketing and sales efforts to open
doors and deepen engagement at specific accounts
#b2bnl

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Demand versus account-based

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• Deliver a customer centric experience
• Optimize Return on Investment
• Client engagement and loyalty
• Close rate
• Commercial return on investment
• Customer profitability
Why account-based marketing?

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• Returns on inbound marketing are going down
• Marketing & sales are ready to work together
• Technology is in place
Why so popular now?

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Types of account approach

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What would you do?

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Getting started
© 2018 Deloitte The Netherlands
Business case
Account-based
marketing

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© 2018 Deloitte The Netherlands
Determine: select account, commitment account team and scope of expectations.
Discover: discover contacts and map to the account and develop account insights (market, company, relationships, etc.)
Decide: meeting with LCSP to decide on goals, proposition, themes and target group.
Define: generate account-relevant messages and content.
Deliver: deliver account specific interactions and orchestrate account-focus plays.
Measure: measure campaign and report. Evaluate and adjust.
Success begins with the selection of the right account and a close cooperation with the
account team
Setting up an account-based marketing campaign

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© 2018 Deloitte The Netherlands
Criteria: revenue, strategic importance, growth potential, …
Priority accounts
Other clients
Other clients
Tier 2 Clients
Determine: Select an account
In scope for
Account-based
marketing
Regular / Theme
based marketing

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© 2018 Deloitte The Netherlands
Account selection & commitment account team, develop account insights and decision
on goals, proposition, themes and stakeholders
Account-based marketing plan
Robotics (RPA) in
conjunction with
Cognitive Automation
Theme: • Brand awareness: To
become the preferred
supplier for Robotics and
Cognitive Automation
• Engagement: Increase the
reach and the engagement
of IT stakeholders
Target:
- CIO, IT
- CFO, COO
Target Group:
• Create campaign flow with
multiple touchpoints
• Search for existing materials in
lign with the buyer journey, e.g.
video, infographic, articles,
report, round table)
• Content mapping of existing
thoughtware
• Personalize the content for
specific target groups
Tools:
Develop a
strategic approach
for this specific
account
Market
• Industry
• Key trends
Company
• Strategic pillars
• Growth areas
• Search info by
client
Deloitte
• Account plan
• Big tickets /
themes
• Must wins
Relationships
• Stakeholders
• Known + unknown
• Search info by
client
© 2018 Deloitte The Netherlands
© 2018 Deloitte The Netherlands
Account selection & commitment account team, develop account insights and decision
on goals, proposition, themes and stakeholders
Account-based marketing plan
Robotics (RPA) in
conjunction with
Cognitive Automation
Theme: • Brand awareness: To
become the preferred
supplier for Robotics and
Cognitive Automation
• Engagement: Increase the
reach and the engagement
of IT stakeholders
Target:
- CIO, IT
- CFO, COO
Target Group:
• Create campaign flow with
multiple touchpoints
• Search for existing materials in
lign with the buyer journey, e.g.
video, infographic, articles,
report, round table)
• Content mapping of existing
thoughtware
• Personalize the content for
specific target groups
Tools:
Develop a
strategic approach
for this specific
account
Market
• Industry
• Key trends
Company
• Strategic pillars
• Growth areas
• Search info by
client
Deloitte
• Account plan
• Big tickets /
themes
• Must wins
Relationships
• Stakeholders
• Known + unknown
• Search info by
client
© 2018 Deloitte The Netherlands

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© 2018 Deloitte The Netherlands
Buyer
journey
Step 1: Content mapping & generate account-relevant messages and content
Define the campaign
6
Content search.
Use different sources:
DU Press, YouTube,
Deloitte.nl and other
Deloitte sites.
Key messages:
a key message
for each target group
within this account
Personalize is key
Different types of
content & channels
© 2018 Deloitte The Netherlands

15. #b2bnl#b2bnl
© 2018 Deloitte The Netherlands
Step 2: Puzzling with the content & tools, aligning with the buyer journey
Define the campaign
Automated
e-mails
target groups
IT + Finance
Personalized
content at
homepage
Deloitte.nl
Video
Targeted
LinkedIn
campaign
Robotics kitRoundtable
Webpages
target groups
IT + Finance
Personalized
brochure
Outlook e-
mails to
selected
audience
• 2 target groups (IT +
Finance/CFO/COO/Risk)
• All items align with
stages of the buyer
journey
• 3 subsequent e-mails
• Supporting targeted
LinkedIn campaign
• A-B testing in social
media messages
• Content • Tools

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© 2018 Deloitte The Netherlands
Customer Experience
Deliver
© 2018 Deloitte The Netherlands

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© 2018 Deloitte The Netherlands
Targeted LinkedIn campaign
• Target groups for the specific account, based on
job level, job description and seniority
• LinkedIn posts in the timeline of the different
target groups
• A / B testing
• Marketo as landing page tool, register before
downloading content
LinkedIn
Deliver
© 2018 Deloitte The Netherlands

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© 2018 Deloitte The Netherlands
Steps to take:
• Outline the process in PowerPoint or Visio
• Discover which pieces of content you need
to “fill”
• Which target group is getting what
content?
• Which technology and channel for what
content?
• What does the journey of the client look
like?
Outline the process and discover what the customer journey looks like
Execution
© 2018 Deloitte The Netherlands

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© 2018 Deloitte The Netherlands
E-mails
Targeted
Social Media Database 1-1 contacts Awareness Engagement
206 e-mails sent
74% Open Rate
11 Clicks in emails
8858 impressions
76 clicks
11 Requested
reports
10 New contacts
Average
engagement:
IT: 1,293 %
Other: 0,951 %
Screening & import
stakeholders
Robotics in
SalesForce (11 IT,
59 Other contacts)
11 new contacts
(growth of 16%)
Close cooperation
for preparations
Robotics workshop
(content, invitee
list, location)
Follow-up: Overview
of contacts
interested in
Robotics, due to
Marketo +
SalesForce
Target: To become
the preferred
supplier for Robotics
and Cognitive
Automation
• 8.858
Impressions
LinkedIn
• 155 Opened
Emails (74%)
Target: Increase the
reach and the
engagement of IT
stakeholders
• 11 requests for
report
• 11 new
contacts
• Average
engagement
LinkedIn (av
fsi: 0,4)
• IT: 1,293 %
• Other 0.951 %
• Enhanced
contacts
• Contacts in
SalesForce
Time frame: February – April
Results ABM campaign for this specific account

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© 2018 Deloitte The Netherlands
Key take-aways
1
2
3
4
5
Create a lot of impact with a small intensive campaign
Make use of the Buyer-journey and the power of repetition
Generate opportunities for lead scoring and follow-up
Measurement is the key to knowledge
Relevant content is key
© 2018 Deloitte The Netherlands

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What would you do?

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1. Coverage
• Do you have sufficient data, contacts and account plans for each target account?
2. Awareness
• Are the target accounts aware of your company and its solutions?
3. Engagement
• Are the right people at the account spending time with your company, is the
engagement going up over time?
4. Reach
• Are marketing programmes reaching the target accounts? How much waste is there?
5. Influence
• How are the ABM activities improving sales outcomes such as deal velocity, win rates,
average contract values, retention and net promotor scores?
About measuring

23. • ingrid@spotonvision.com
• lhaasnoot@deloitte.nl
Questions?
27 June 2018

24. an initiative of: