Account-based marketing (ABM) focuses on individual customer accounts rather than broader business marketing. It is commonly used in enterprise sales to increase account engagement and align marketing with customer strategies. ABM considers each account as its own market and brings together industry, product, and channel marketing efforts. It can help increase sales within existing accounts and to new prospects. Effective ABM requires close collaboration between sales and marketing teams.
Unstoppable ABM | The Account-based Marketing playbook | RecotapRecotap
Download this guide to get fresh ideas and inspiration to kickstart your ABM journey. Account-Based Marketing can be daunting at first and gives the impression that it is resource-intensive and applies to large enterprises. This book breaks the myth and shows how ABM can be implemented for companies of all sizes/types and change how you approach marketing your products and services.
This guide, written in simple language, provides practical tips that even non-marketers can ace the next ABM campaign to produce better results.
Explore what all could be done when you have ability to match leads against account in the real time. From routing to segmentation, account intelligence to competitive positioning. Possibilites are countless.
Unstoppable ABM | The Account-based Marketing playbook | RecotapRecotap
Download this guide to get fresh ideas and inspiration to kickstart your ABM journey. Account-Based Marketing can be daunting at first and gives the impression that it is resource-intensive and applies to large enterprises. This book breaks the myth and shows how ABM can be implemented for companies of all sizes/types and change how you approach marketing your products and services.
This guide, written in simple language, provides practical tips that even non-marketers can ace the next ABM campaign to produce better results.
Explore what all could be done when you have ability to match leads against account in the real time. From routing to segmentation, account intelligence to competitive positioning. Possibilites are countless.
Retail Marketing and Advertising
Retail Marketing Strategies;
Strategic Positioning;
Retail marketing mix;
Customer relationship management;
Direct marketing;
Micro marketing in retailing, and
Advertising in retailing.
A Pinpoint Systems Corporation white paper discussing how companies must transform from being about them to being about the customer by:
-Committing to a philosophical and cultural shift
-Centralizing the 360° view of customer information
-Enabling intelligent outreach
-Enabling intelligent dialog
To support organizations in making the transformation from a product- and channel- focused organization to one focused on the customer, Pinpoint Systems has applied their expertise in the customer-centric space to create the Marketing System of Record solution, powered by the efficiency of the IBM Enterprise Marketing Management platform.
The tracking features of the solution allow analysts to complete these tasks:
• Attribute customer actions to specific campaigns and target cells.
• Use campaign and response history for audience selection and segmentation.
• Compute standard campaign performance metrics.
• Automatically report those metrics, as well as emerging sales trends, to product managers and other stakeholders.
Buyer behaviour in complex B2B sales has changed dramatically in the past 5 years. In this white paper we look at the characteristics of high-tech B2B sales and marketing and what you should do today to generate demand for your technology products and services.
Marketing Operations to-date has focused primarily on marketing automation, return on marketing investment, and work flow management. Here's how to take it to the next level, with much stronger impact on all of Marketing's stakeholders internally and externally.
Retail Marketing and Advertising
Retail Marketing Strategies;
Strategic Positioning;
Retail marketing mix;
Customer relationship management;
Direct marketing;
Micro marketing in retailing, and
Advertising in retailing.
A Pinpoint Systems Corporation white paper discussing how companies must transform from being about them to being about the customer by:
-Committing to a philosophical and cultural shift
-Centralizing the 360° view of customer information
-Enabling intelligent outreach
-Enabling intelligent dialog
To support organizations in making the transformation from a product- and channel- focused organization to one focused on the customer, Pinpoint Systems has applied their expertise in the customer-centric space to create the Marketing System of Record solution, powered by the efficiency of the IBM Enterprise Marketing Management platform.
The tracking features of the solution allow analysts to complete these tasks:
• Attribute customer actions to specific campaigns and target cells.
• Use campaign and response history for audience selection and segmentation.
• Compute standard campaign performance metrics.
• Automatically report those metrics, as well as emerging sales trends, to product managers and other stakeholders.
Buyer behaviour in complex B2B sales has changed dramatically in the past 5 years. In this white paper we look at the characteristics of high-tech B2B sales and marketing and what you should do today to generate demand for your technology products and services.
Marketing Operations to-date has focused primarily on marketing automation, return on marketing investment, and work flow management. Here's how to take it to the next level, with much stronger impact on all of Marketing's stakeholders internally and externally.
APA – 2014 CONVENCIÓN 122- ACTUALIZACIÓN AMERICAN PSYCOLOGICAL ASSOCIATION (...Segundo Moncada Ortega
APA – 2014 CONVENCIÓN 122- ACTUALIZACIÓN
AMERICAN PSYCOLOGICAL ASSOCIATION (APA)
WASHINTON DC.
PUBLICATION - MANUAL
La American Psychological Association (APA)
es una organización científica y profecional
que representa a los Psicologos en Estados Unidos.
cuenta con 150 000 miembros, se ha
convertido en la asociación de psicólogos más grande del mundo.
El estilo editorial Apa Style, es un conjunto de
reglas desarrolladas por especialistas, con la finalidad de unificar
criterios al momento de comunicar información de
carácter científico y asi evitar plagios de los autores.
Dr.Luis Córdova Gonzales
APA Membership 45135072
Cite y no plagie, respete los derechos de autor.
Результаты опроса учащихся, педагогов и родителей. Оценка содержания, функционала, юзабилити и дизайна учебных онлайн-курсов. Отзывы участников апробации.
Marketing to Account Based Marketing Better, Effective and Rewardingrun_frictionless
Account-based marketing is a practice that enables B2B marketers to drive more revenue by focusing their marketing and communications efforts on the accounts (companies) that have the most potential to become customers.
https://runfrictionless.com/b2b-white-paper-service/
Key Customer Account Management is the master-key to quantum sales improvement and retention of key customers.Yet few companies are able to convert good intentions to effective programs. Dr Wilfred Monteiro India's leading sales performance guru share a few insights and ideas.
Big Data. Metrics. Measurement. Statistics. ROI. You can hardly have a business conversation today without a call for more data-driven decisions and more metrics. So what is your plan for measuring your content marketing programs? This presentation lays out a sales funnel focused strategy for analyzing and using the metrics that matter most to succeeding at your business objectives.
Leeds Digital Festival: How to justify your marketing spend to your bossXpand Marketing
Research shows that many marketing managers and executives are frustrated with the constant budget restraints and pushback that they face when trying to plan their company's marketing.
Is this you? If so, we’re here to tell you that it doesn't have to be this way.
In this webinar, Danni and Fran will discuss the common concerns and priorities of bosses or upper management when it comes to marketing spend.
We'll also share some proven strategies for aligning marketing objectives with the overall business strategy, proving the ROI of your marketing efforts, and building strong relationships with your boss and stakeholders.
By the end of this webinar, you'll have the tools and knowledge you need to justify your marketing budget and get the resources you need to succeed.
Industry 4.0: Technology Insights for Channel Program OptimizationSeth Jacobsen
The concept of Industry 4.0 – also known as the fourth industrial revolution – is mostly rooted in data, analytics, autonomous learning, and the Internet of Things. The impact of smart technology, however, is not limited to the supply chain and manufacturing operations. Opportunities to innovate exist in the sales and distribution channel as well. Of course, the ultimate goal is to reduce costs, increase productivity and market share, and drive revenue growth.
B2B marketing is no longer a matter of delivering support tools and services to the sales organisation. The challenge for marketing is to take more of an independent role in B2B as a positioning driver. The loss of an extremely close, direct connection between sales and marketing also causes a loss in the alignment of sales and marketing investments for driving business. There isn’t necessarily sufficient marketing focus on generating revenue streams, as sales often ignores what will drive future revenue. B2B sales and marketing needs to re-align its objectives and priorities.
This presentation takes a deeper look into one of the most effective marketing strategies for B2B companies: account-based marketing. We'll discuss how to approach account-based marketing, create a strategy, and execute that strategy using HubSpot's software.
Hey guys, this presentation is all about marketing starting with a crisp and clear introduction and this ppt focusses on all important aspects related to marketing whether be it decision making, marketing process, marketig analysis, marketing utilities, marketing management concepts, marketing planning, traditional & modern approaches of marketing, a full coverage of 7 Ps of marketing mix as well as various important marketing strategy techniques along with relevant diagrams & charts & illutrative examples.
Rewiring marketing: a practice based approachBrowne & Mohan
Many marketing managers are not aware if they are leveraging marketing efforts correctly or getting the returns that they anticipated. Often people believe transforming marketing is all about creating some digital assets. Marketing transformation is not piece meal improvement. The primary purpose of a marketing transformation is to increase the ROI of marketing your company. In this white paper, Browne & Mohan consultants share a practice based approach to marketing transformation.
How to Make a Field invisible in Odoo 17Celine George
It is possible to hide or invisible some fields in odoo. Commonly using “invisible” attribute in the field definition to invisible the fields. This slide will show how to make a field invisible in odoo 17.
A Strategic Approach: GenAI in EducationPeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
Palestine last event orientationfvgnh .pptxRaedMohamed3
An EFL lesson about the current events in Palestine. It is intended to be for intermediate students who wish to increase their listening skills through a short lesson in power point.
Model Attribute Check Company Auto PropertyCeline George
In Odoo, the multi-company feature allows you to manage multiple companies within a single Odoo database instance. Each company can have its own configurations while still sharing common resources such as products, customers, and suppliers.
Embracing GenAI - A Strategic ImperativePeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
June 3, 2024 Anti-Semitism Letter Sent to MIT President Kornbluth and MIT Cor...Levi Shapiro
Letter from the Congress of the United States regarding Anti-Semitism sent June 3rd to MIT President Sally Kornbluth, MIT Corp Chair, Mark Gorenberg
Dear Dr. Kornbluth and Mr. Gorenberg,
The US House of Representatives is deeply concerned by ongoing and pervasive acts of antisemitic
harassment and intimidation at the Massachusetts Institute of Technology (MIT). Failing to act decisively to ensure a safe learning environment for all students would be a grave dereliction of your responsibilities as President of MIT and Chair of the MIT Corporation.
This Congress will not stand idly by and allow an environment hostile to Jewish students to persist. The House believes that your institution is in violation of Title VI of the Civil Rights Act, and the inability or
unwillingness to rectify this violation through action requires accountability.
Postsecondary education is a unique opportunity for students to learn and have their ideas and beliefs challenged. However, universities receiving hundreds of millions of federal funds annually have denied
students that opportunity and have been hijacked to become venues for the promotion of terrorism, antisemitic harassment and intimidation, unlawful encampments, and in some cases, assaults and riots.
The House of Representatives will not countenance the use of federal funds to indoctrinate students into hateful, antisemitic, anti-American supporters of terrorism. Investigations into campus antisemitism by the Committee on Education and the Workforce and the Committee on Ways and Means have been expanded into a Congress-wide probe across all relevant jurisdictions to address this national crisis. The undersigned Committees will conduct oversight into the use of federal funds at MIT and its learning environment under authorities granted to each Committee.
• The Committee on Education and the Workforce has been investigating your institution since December 7, 2023. The Committee has broad jurisdiction over postsecondary education, including its compliance with Title VI of the Civil Rights Act, campus safety concerns over disruptions to the learning environment, and the awarding of federal student aid under the Higher Education Act.
• The Committee on Oversight and Accountability is investigating the sources of funding and other support flowing to groups espousing pro-Hamas propaganda and engaged in antisemitic harassment and intimidation of students. The Committee on Oversight and Accountability is the principal oversight committee of the US House of Representatives and has broad authority to investigate “any matter” at “any time” under House Rule X.
• The Committee on Ways and Means has been investigating several universities since November 15, 2023, when the Committee held a hearing entitled From Ivory Towers to Dark Corners: Investigating the Nexus Between Antisemitism, Tax-Exempt Universities, and Terror Financing. The Committee followed the hearing with letters to those institutions on January 10, 202
Francesca Gottschalk - How can education support child empowerment.pptxEduSkills OECD
Francesca Gottschalk from the OECD’s Centre for Educational Research and Innovation presents at the Ask an Expert Webinar: How can education support child empowerment?
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
For more information, visit-www.vavaclasses.com
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
1. Aladesuru Adewale Global Entrepreneurship Annex!
Account-Based
Marketing
Key Account Marketing …
Aladesuru Walter Adewale
www.aladesuru-walter-adewale.strikingly.com
2. 1 | P a g e
Account-Based Marketing
Account-based marketing
(ABM), also known as key account
marketing, is a strategic approach to
business marketing in which an
organization considers and
communicates with individual prospect
or customer accounts as markets of one.
Account-based marketing is
typically employed in enterprise level
sales organizations.
www.facebook.com/GlobalEntrepreneurshipAnnex
3. 2 | P a g e
Account based marketing can help companies to:
Increase account relevance
Engage earlier and higher with deals
Align marketing activity with account strategies
Get the best value out of marketing
Inspire customers with compelling content
While business marketing is typically organized by
industry, product/solution or channel (direct/social/PR),
account-based marketing brings all of these together to focus on
individual accounts.
As markets become increasingly commoditized,
customers see little or no difference between suppliers and their
competitors, with price as the only obvious differentiators.
ABM is increasingly adopted by companies in markets
under pressure from commoditization.
4. 3 | P a g e
Background and differences with traditional business
marketing
In the marketing of complex business propositions,
account-based marketing plays a key role in expanding business
within existing customer accounts (where, for example, wider
industry marketing would not be targeted enough to appeal to an
existing customer).
In scenarios where the initial sale has taken several
months, it is reported that account-based marketing delivers an
increase in the long-term value of the customer.
ABM can also be applied to key prospect accounts in
support of the first sale.
For example, Northrop Grumman, in which it
contributed to the completion of a successful $2 billion deal.
Account Based Marketing has been used at Shell to
drive $13m deal.
Research demonstrates that buyers are looking for
their existing suppliers to keep them updated with relevant
propositions, but are often disappointed with this.
5. 4 | P a g e
In UK research, existing suppliers came top of all the
different information channels that IT buyers use to look for
new solutions – but more than 50% felt that marketing by their
suppliers was poor.
The research also demonstrates how much easier it is
for organizations to generate more sales from existing customers
than from new customers - 77 per cent of decision-makers say
that marketing from new suppliers is poorly targeted and makes
it easy to justify staying with their current supplier.
By treating each account individually, account-based
marketing activity can be targeted more accurately to address
the audience and is more likely to be considered relevant than
untargeted direct marketing activity.
6. 5 | P a g e
The roles of sales and marketing teams
ABM is an example of the alignment of sales and
marketing teams.
In the aligned model organizations able to unite
tactical marketing efforts with defined sales goals and use
feedback from sales to identify new potential markets.
For ABM to succeed, joint working relationship with
sales is essential and marketing needs to be measuring and
optimizing based on accounts.
ABM is targeted at accounts (or companies as a
whole) as opposed to traditional inbound marketing, which is
targeted at leads (or people within these companies).
The need for sales and marketing alignment also
comes from the fact that there is an inherent disconnect between
marketers, who market to people, and sales people, who sell to
companies (or structured groups of people).
www.facebook.com/GlobalEntrepreneurshipAnnex
7. 6 | P a g e
Marketing will also take an increased role in
developing intelligence on key accounts – as proposed by
Peppers and Rogers (1993):
“When two marketers are competing for the same
customer’s business, all other things being equal, the marketer
with the greatest scope of information about that particular
customer […] will be the more efficient competitor.”
Account-based marketing and the IT industry
Organizations which are seeing the greatest current
benefit from account-based marketing are IT, Services and
Consulting companies.
With complex propositions, long sales cycles and
large customers, these organizations are ideal candidates for the
approach.
It is, though, spreading into other sectors and a benefit
can be seen to be an increased return on time (ROT).
Many suppliers have woken up to the fact that the
revenues of some of their customers exceed the GDP of some
nation states.
They are changing the amount of their resourcing
accordingly.
8. 7 | P a g e
Organizations supporting sales and marketing efforts
in the IT industry – including the Information Technology
Services Marketing Association (ITSMA), The Marketing
Practice, IRSDirect Ltd, and VAZT Global, Inc.
NOTE:
(VAZT) have developed a great deal of the
intellectual capital and practical tools shaping the direction of
ABM.
The first to codify the trend was Bev Burgess when
she was European MD of ITSMA. She co-created the approach
with organizations like Fujitsu, BT, HP, and Accenture. Others
have adapted it and modified it since.
9. 8 | P a g e
Choosing the key account
Key accounts are accounts that are identified within
organizations as being a focus for account-based marketing.
Not all accounts meet the requirements to be
designated as a strategic or key account and organizations need
to be careful about which accounts to focus on for their account-
based marketing efforts or risk losing a valuable client.
When choosing, organizations should look at revenue
history, account history, margins and profitability as well as the
viability that the client in question would be interested in a long-
term relationship.
Lastly, asking what the client and the company have in
common helps in solidifying the approach that the client cannot
find this kind of service anywhere else.
There are also some red flags that help recognize that a
relationship with a key account is about to change:
Business that regularly would have come to the company
goes elsewhere.
A re-organization within the company forces a change in
relationship.
Both involved companies aren’t seeing ROI from the
relationship.
Mutual goals are not achieved.
10. 9 | P a g e
ABM Programmes
- Program frameworks
There are a number of different frameworks for account-
based marketing campaigns but, in general, the following
approach is used:
- Create the strategic framework:
Methodology for selecting the accounts that will be focused
on and framework of objectives and measures for the ABM
programme.
- Planning workshop:
Joint marketing and sales session around each of the
account to agree on goals and explore understanding of the
account and relevant propositions.
- Required research:
Marketing activity to build a more complete picture of the
structure of the target organization and its requirements.
11. 10 | P a g e
- Create plan:
Bringing together existing corporate marketing activities
with new account-specific communications to achieve
account-specific goals.
- Execute:
Build a joint sales and marketing team to deliver on the
plan.
- Review:
Apply measures such as the value of sales, amount of
potential revenue in the sales pipeline, coverage of
communications in the account, perception-shifts or
appointments made.
ABM framework
Example Account selection:
Opportunity sizing & Propensity Modelling Planning and
insight: Account research and profiling Messaging and
propositions: Account vision and Propositions Content and
communication: Content, Digital Media and marcomms
Execution and engagement: Campaigns, events and seminars
12. 11 | P a g e
Strategies
In terms of specific marketing activities that form part
of account-based marketing programs, the following provides a
basis for selecting the appropriate tactics for any specific
account:
Intelligence – marketing’s role in profiling the target
account and contacts within it to identify relevant
propositions and communication preferences.
Awareness – in target accounts where awareness of the
supplier is low, regular communications have a role to
play in creating a more favorable perception.
Campaigning – in large target accounts, lead generation
campaigns can be run to uncover opportunities and
appoint meetings. This can also be combined with a
digital targeted marketing campaign targeted to the
chosen companies.
Sales – marketing has a role to play in supporting sales
bids to improve conversion rates and shorten the sales
cycle
Advocacy – the cycle is completed when customers
become advocates and are used to drive further
incremental business.
13. 12 | P a g e
May history
always be kind to you,
Walter Aladesuru Adewale;
the restless one of an
extraordinary story of a
young Africa entrepreneur who consistently proved in
numerous ways that a single individual can indeed make
a difference.
Enjoy the journey!
Aladesuru Adewale Walter
A Great Entrepreneur and A Self-Made Billionaire of the Future.
www.aladesuru-walter-adewale.strikingly.com
www.facebook.com/GlobalEntrepreneurshipAnnex
“I love connecting with people, helping them, and educating
them.” -- Walter
Checkout for Educational Tools @
http://www.slideshare.net/walterklip