Creating an account based marketing strategy

1. Account
Based
Marketing
Marketing &
Sales Method

2. BM“ABM is a strategy
that directs marketing
resources to engaging
a specific set of target
accounts.”
A

3. of businesses using ABM
say it delivers higher ROI
84 ABM enriches the marketing team with a much
deeper understanding of the target audience.

4. Buyers prefer
personalized
interactions…
… AMB
delivers
just that.

5. ABM - Account Based Marketing
Creating an
account based
marketing
strategy

6. ABM - Account Based Marketing
Account-based marketing
flips the traditional inbound
marketing funnel on its head.
Traditional Lead Gen Funnel
Nurture and engage
Nurture and
engage
Identify high-value
companies
Sales
Sales
Build long-term
relationships
Account Based Marketing Funnel
Generate broad
awareness
Identify
high-value
Companies

7. ABM - Account Based Marketing
1 Identify high-value accounts
2 Identify decision-making roles
3 Create personalised campaigns
4 Multi-Channel, Multi-Touch approach
5 Track, measure and optimise touch-points

8. ABM - Account Based Marketing
1 Identify high-value accounts
Analyze your existing customer
base to identify the ones that fit
your definition of an ideal
customer.
The most profitable, long-term,
happy customers who are a strong
fit for your company and deliver
the biggest lifetime value.

9. ABM - Account Based Marketing
2 Identify decision-making roles
The list of individuals might
include the CMO, digital
marketing managers, CIO, and
CFO.
Connect the concerns and needs
of each person. Engaging each
stakeholder is to help drive
consensus for a purchase
decision.

10. ABM - Account Based Marketing
3 Create personalised campaigns
Develop personalized
campaigns designed to resonate
with them.
It starts by aligning your messages
and content with the interests,
needs, and challenges of each
account and key stakeholder.

11. ABM - Account Based Marketing
4 Multi-Channel, Multi-Touch approach
To reach your target accounts
and the key stakeholders, figure
out which channels they use
most to research trends and
solutions.
This may vary by role or even
industry, so don’t assume you can
apply a one-size-fits-all approach
here.

12. ABM - Account Based Marketing
5 Track, measure and optimise touch-points
Marketing and sales are jointly
accountable for driving pipeline
and revenue when it comes to
ABM.
Give your teams enough time to
generate results – in line with the
typical purchase cycle – and then
adjust your strategy and tactics as
necessary.

13. ABM - Account Based Marketing
While it takes a concerted
effort and up-front work to
launch an ABM program,
success is within reach for
every B2B organisation.

14. Share it
with your
team
Ambassador London Ltd
ambassador-london.com