ABM = Account Based Marketing Target Specific Clients Specific Industry Utilize existing campaigns & retarget to specific clients

1. ACCOUNT-BASED MARKETING
FOR EVERY BUDGET
$10K, $35K and $100K Blueprints
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2. MEET THE SPEAKERS
Tanya Sampson
Director
Marketing
Nick Robinson
Head of Digital Marketing
North America
Catia Rocha
Strategic Partnerships &
Technical Director
Christine Farrier
Director, Field and
Channel Marketing
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3. THE CHALLENGE
● How do we start adopting an ABM approach?
● How do we scale? Optimize? Get buy-in?
● How much of our budget do we allocate for ABM?
● What does a realistic ABM game plan look like with my budget?
● What are others doing?
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4. ● A “crawl, walk, run” guide to starting and scaling ABM efforts
● A realistic understanding of what you can accomplish with
various budgets
● A tactical guide to proving ABM without the risk of spending all
of your existing marketing budget*
● Different use cases, tips & techniques from experienced ABM-
ers
WHAT TO EXPECT
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5. SMALL BUDGET ($10K) INTRO
● Looking to start ABM /
prove the model
● No buy-in yet
● Do not have budget for
additional support
● Running (mostly) solo
Objective:
Gain buy-in
$10-34k
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6. Build & Experiment:
● Start small, no need to invest in agency or new technology support
yet
● Align on a target list and get an internal partner
● Scope, and agree on metrics for success (set a realistic timeframe)
○ HINT: What’s your typical sales cycle?
SMALL BUDGET ($10K) APPROACH
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7. SMALL BUDGET ($10K) CAMPAIGN VIEW
Ad targeted by location.
● Repurpose some existing generic
assets and personalize based on
broad segment.
● Also personalize emails, landing
pages, forms & digital ads
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8. SMALL BUDGET ($10K) BUDGET ALLOCATION
ADVERTISING & MEDIA
TECHNOLOGY
AGENCY EXECUTION & PLANNING
EVENTS & EXPERIENCES
ADVERTISING & MEDIA (100%)
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9. MEDIUM BUDGET ($35K) INTRO
● Have buy-in
● More budget dollars
dedicated for ABM
● Discovering the ideal
strategy to adopt across
your organization
Objective:
Scaling & org-wide
adoption
$35-99k
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10. The Real ABM Pilot
● Sales & marketing teams partner
● Extend list of target accounts
● Execute on a greater scale with additional support
● Know when to lean on agency, technology & internal resource
support
MEDIUM BUDGET ($35K) APPROACH
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11. MEDIUM BUDGET ($35K) CAMPAIGN VIEW
● Targeted emails with
personalized content and
drip campaigns
● Personalized sales streams
for key accounts
● Targeted ads to traffic from
competitor websites
● Personalized chat bots
Personalized sales streams for specific target accounts. Source: Uberflip
Email marketing campaign using
personalized videos. Source: Vidyard
Personalized call-out via website chatbot.
Source: Drift
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12. MEDIUM BUDGET ($35K) BUDGET
ADVERTISING & MEDIA
TECHNOLOGY
AGENCY EXECUTION & PLANNING
EVENTS & EXPERIENCES
ADVERTISING & MEDIA (100%)ADVERTISING
& MEDIA (35%)
AGENCY EXECUTION &
PLANNING (40%)
TECHNOLOGY
(25%)
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13. LARGE BUDGET ($100K) INTRO
● Have an implemented
ABM strategy
● Organizational
alignment
● Have a larger budget
Objective:
Streamlining &
Optimizing
$100k +
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14. Optimizing & Streamlining
● Move away from manual effort
● Perform thorough optimization of content
● Use metrics to identify areas for improvement
● Strategy can become more sophisticated at this stage
● Extend efforts into lead nurturing tactics, field marketing, or up-
sell cross-sell strategies
LARGE BUDGET ($100K) APPROACH
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15. LARGE BUDGET ($100K) CAMPAIGN VIEW
Personalized content directly on website. Can also include company name using IP
information, ie. “Recommendations for Brainrider”. Source: Demandbase
● Website personalized
● Resource center of catered
content for accounts
● Website making AI-driven
content recommendations
● Sales notifications
● Target accounts at
exclusive events to extend
reach
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16. LARGE BUDGET ($100K) BUDGET
ADVERTISING & MEDIA
TECHNOLOGY
AGENCY EXECUTION & PLANNING
EVENTS & EXPERIENCES ADVERTISING
& MEDIA (25%)
AGENCY EXECUTION &
PLANNING (25%)
TECHNOLOGY
(35%)
EVENTS &
EXPERIENCES
(15%)
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17. Leading Indicators
Campaign Effectiveness
● Target account
penetration / lift
● MQLs
● Downloads
● Conversions
MEASURING SUCCESS
Lagging Indicators
Business outcomes
● Win/loss rates
● Annual contract value (ACV)
● Average sales price (ASP)
● Funnel velocity
● Customer lifetime value (LTV)
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18. PANELIST Q&A
Tanya Sampson
Director
Marketing
Nick Robinson
Head of Digital Marketing
North America
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19. More questions? Send us an email. We can provide additional
content and a personal consultation.
catia@brainrider.com
cfarrier@demandbase.com
THANK YOU ADDITIONAL HELP AND RESOURCES
SMALLER BUDGET MID-SIZE BUDGET LARGER BUDGET
Download the ABM
Checklist
Watch the ‘Getting
Started with an ABM
Pilot’ Webinar
Solution Guide:
Choosing the Right
ABM Technology for
You
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