What's the key to ABM success in B2B Marketing? The integration of specialist teams to drive long term revenue growth. Here our guide to setting up and scaling successful ABM programs.

1. 7 Lessons
for account based
marketing
success
Integrate specialist teams to drive long-term goals,
acting and optimizing at pace
The Marketing Practice

2. Working on programs
like these…
Multi-award-winning program
which has delivered
1,229:1 ROI
1:68 ROMI
in global sales
qualified pipeline
5x increase
in average deal value
…we’ve developed 7 lessons for success
...delivering results like these...

3. 1.Take your ABM program seamlessly from strategy to
execution with one dedicated, experienced team.
From retaining and growing key customers, to unlocking
new deals, to winning big in your key prospect accounts or
generating pipeline at scale: we’ve got the right blend of
specialisms to deliver quick wins whilst supporting long term
strategies for future growth.
Integrated
delivery teams
CLIENT
TEAMS
DIRECT
& DIGITAL
COMMUNICATIONS
DATA
MANAGEMENT
INSIDE
SALES
PROGRAM
MANAGEMENT

4. 2.Make it easy to report back to the board
on program success.
Your ABM team, in collaboration with key account stakeholders,
will define bespoke objectives and associated KPIs so you can
be sure you’re measuring the right things and reporting back
on genuine value and ROI, not marketing metrics.
ABM
Dashboard

5. 3.Build a program that can scale without added
complexity or loss of consistency.
Whether you start with a single pilot or a number
of account groupings, your program will be created
with processes and playbooks that allow you to
easily add in extra accounts, propositions
or territories.
ABM plan for scale

6. 4.Make it a business initiative, not
a marketing campaign.
We’ll support you in getting sales and business unit
buy-in from the outset and provide you with
communications templates, guides, and agendas that
have made programs such as O2 Telefónica’s so
popular account teams have to pitch to take part.
Account team templates

7. 5.Choose the right messaging & tactic for the
right contact and account.
Your cross-disciplinary team will manage your budget
to deliver the best spread of tactics—from social selling,
to live events, bespoke DM, custom web-design and more.
And our agile teams will keep refining the approach
based on account research, predictive analytics and
market feedback.
ABM tools & tactics

8. 6.Get people, process and technology aligned
to deliver ABM success
TMP has a fifteen-year track record working
with global technology companies to build
and scale ABM programs. We’ll support you
to define and integrate the right combination
of people, process and martech to deliver a
blended ABM strategy, maximizing ROI.
Blended
ABM strategy
1:few
High
personalization
1:10
Effective focused
demand gen
at scale
>100
Using tech and data to
segment on the go and
balance relevance
with return
In addition to:
Using social listening to gather insights on the
individuals to inform the ABM content (ie to
tailor the angle/approach)

9. 7.
infoUS@themarketingpractice.com
(206) 792 5544
themarketingpractice.com
Let's make it
happen