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.
There’s a time for spray and pray marketing: For casting your net wide when sharing news in the expectation that a small percentage of recipients will have that ‘aha’ moment. But let’s face it, when the emphasis is on delivering immediate results (and timely opportunities), then the more targeted your activities the better.
Which is, of course, the central promise behind Account-Based Marketing (ABM).
With it comes the ability to deliver more meaningful and relevant messages that are tailored to a precise audience. But then you already knew that. What you possibly don’t know so well are the key factors behind a successful ABM programme or the main pitfalls to avoid.
At least until you opened this ebook...
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.
There’s a time for spray and pray marketing: For casting your net wide when sharing news in the expectation that a small percentage of recipients will have that ‘aha’ moment. But let’s face it, when the emphasis is on delivering immediate results (and timely opportunities), then the more targeted your activities the better.
Which is, of course, the central promise behind Account-Based Marketing (ABM).
With it comes the ability to deliver more meaningful and relevant messages that are tailored to a precise audience. But then you already knew that. What you possibly don’t know so well are the key factors behind a successful ABM programme or the main pitfalls to avoid.
At least until you opened this ebook...
Join Jon Miller, CEO of Engagio, and Beki Scarbrough, ForgeRock VP of Marketing, for some ABM insights as we discuss what is in store to make the 1:1 future a reality.
Learn more about Engagio at Engagio.com
Twitter.com/Engagio
Linkedin.com/Company/Engagio
Facebook.com/Engagio
Account-Based Marketing has become an important part of the marketing efforts of many Fortune 500 companies as well as mid-size to small firms. This ABM slideshow takes you through what ABM is, why it is important, as well as how to do it effectively. It also provides some examples of successful ABM projects that any company in the B2B space could leverage in their business. For further information or to get consulting in this area, please contact me. See my contact information on the last slide.
To watch video presentation of this slide show go to https://youtu.be/19JKRU9fAsw
ITSMA and ABM Leadership Alliance Leadership Survey: Driving Growth with Thre...ITSMA
The recent rise of Account-Based Marketing (ABM) is nothing short of remarkable. From a special initiative that a handful of B2B pioneers developed to drive growth with top accounts in the early 2000s, ABM is now a mainstream strategy that companies are implementing with hundreds or even thousands of accounts with a wide range of programs and objectives.
The 2017 ABM Benchmark Study conducted by ITSMA and the ABM Leadership Alliance highlights the main reason for such dramatic growth: ABM works! In fact, as this research report shows, a full 87% of marketers implementing ABM say that it provides higher ROI than any other type of marketing. Similarly, strong majorities say that ABM drives improvement in the “Three R’s” of strategic marketing: Reputation, Relationships, and Revenue.
This report provides an essential review of the current state of play with ABM in 2017, with data and insight on such issues as budgets and staffing, account selection, collaboration with sales, tools and technology, campaign tactics, programmatic challenges, and business benefits.
In particular, the report explores the three distinct types of ABM that have emerged in recent years: One-to-One, One-to-Few, and One-to-Many. Most companies are currently engaged in just one of these types, but a growing number are experimenting with two of them, and many more plan to move to a blended strategy over the next few years. The research underscores the key challenges marketers are facing and the specific ways they are addressing each type of ABM.
About the Research
159 marketers and related titles from 134 B2B technology and business services companies completed an online survey during June 2017
Company size:
Less than $500 million annual revenue: 52%
$500 million-$4.9 billion: 20%
$5 billion or more: 28%
Job title or level:
VP and above: 22%
Director: 39%
Manager: 29%
Individual contributor: 10%
Location:
North America: 66%
Europe: 21%
Asia/Pacific: 10%
Latin America: 3%
Middle East: 1%
The study also included qualitative interviews with ABM program leaders from 12 companies:
Betterworks
Deluxe
Fujitsu*
HCL
Juniper Networks, Inc.*
KPMG LLP*
Localytics
NTT DATA Services*
O2
Oracle
SAP*
Global B2B Information Services Company
* Denotes member of the ITSMA Account-Based Marketing Council
Additional Data for ITSMA Member Participants
An extended report with additional data from the study, including detailed data and cross-tabs for the three types of ABM, is available to survey participants from ITSMA member companies. Contact Lisa Hafer at lhafer@itsma.com if you are interested in the extended report or a private online briefing.
Enough Hype - Your Roadmap to Operationalize ABM in 2018G3 Communications
View this #sps17 Webcast on-demand here: http://dg-r.co/2fXxihY
Account-Based Marketing: You know you need it because you keep seeing statistics such as 97% of marketers report higher ROI with ABM than any other tactic, and 300% higher close rates are linked to ABM. But how can you operationalize an ABM program that is “right” for your company?
In this webinar, join The Mx Group’s Tim Cook as he provides an overview on how to crawl, walk and then run in the seven key activities needed to develop and implement ABM initiatives. You’ll get the insights you need, along with a seven-page workbook to create a real roadmap that outlines every element necessary to operationalize ABM for your organization now, in 2018 and beyond.
CRM software helps your business to manage contact information in an organized way, making it easy to follow up on your interactions and activities with customers.
https://runfrictionless.com/b2b-white-paper-service/
Account Based Marketing (ABM) is when you implement highly customized marketing campaigns where each account is considered to be a market of one. ABM uses the latest technology to help you send the right messages to influencers who are actively researching products like yours.
https://runfrictionless.com/b2b-white-paper-service/
Account based heralds the dawn of new breed marketers who take their marketing strategy very seriously.In lakeb2b we practice account based marketing for fruitful results.
website:https://www.lakeb2b.com/
contact us:https://www.lakeb2b.com/contact-us
email us:info@lakeb2b.com
call us:(800) 710-5516
A guide for your 2020 programs covering:
-Programmatic Advertising
-The Adaptive #ABM process
-Account segmentation
-#MediaPlanning, #budgeting & much more.
Account-based marketing is a hot topic for B2B marketers. But to succeed, ABM campaigns need to align sales, marketing, lead generation and sales development. This framework by Craig Rosenberg of TOPO will help you get started.
ABM: How to Reach & Engage Hard-to-Reach, Global Buyers (presented on BrightT...Kwanzoo Inc
See Kwanzoo VP of Marketing Kelly J Waffle present on ABM Goals and Strategies, Identifying Target Accounts, Personalization and Effective Messaging, and more.
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/
Join Jon Miller, CEO of Engagio, and Beki Scarbrough, ForgeRock VP of Marketing, for some ABM insights as we discuss what is in store to make the 1:1 future a reality.
Learn more about Engagio at Engagio.com
Twitter.com/Engagio
Linkedin.com/Company/Engagio
Facebook.com/Engagio
Account-Based Marketing has become an important part of the marketing efforts of many Fortune 500 companies as well as mid-size to small firms. This ABM slideshow takes you through what ABM is, why it is important, as well as how to do it effectively. It also provides some examples of successful ABM projects that any company in the B2B space could leverage in their business. For further information or to get consulting in this area, please contact me. See my contact information on the last slide.
To watch video presentation of this slide show go to https://youtu.be/19JKRU9fAsw
ITSMA and ABM Leadership Alliance Leadership Survey: Driving Growth with Thre...ITSMA
The recent rise of Account-Based Marketing (ABM) is nothing short of remarkable. From a special initiative that a handful of B2B pioneers developed to drive growth with top accounts in the early 2000s, ABM is now a mainstream strategy that companies are implementing with hundreds or even thousands of accounts with a wide range of programs and objectives.
The 2017 ABM Benchmark Study conducted by ITSMA and the ABM Leadership Alliance highlights the main reason for such dramatic growth: ABM works! In fact, as this research report shows, a full 87% of marketers implementing ABM say that it provides higher ROI than any other type of marketing. Similarly, strong majorities say that ABM drives improvement in the “Three R’s” of strategic marketing: Reputation, Relationships, and Revenue.
This report provides an essential review of the current state of play with ABM in 2017, with data and insight on such issues as budgets and staffing, account selection, collaboration with sales, tools and technology, campaign tactics, programmatic challenges, and business benefits.
In particular, the report explores the three distinct types of ABM that have emerged in recent years: One-to-One, One-to-Few, and One-to-Many. Most companies are currently engaged in just one of these types, but a growing number are experimenting with two of them, and many more plan to move to a blended strategy over the next few years. The research underscores the key challenges marketers are facing and the specific ways they are addressing each type of ABM.
About the Research
159 marketers and related titles from 134 B2B technology and business services companies completed an online survey during June 2017
Company size:
Less than $500 million annual revenue: 52%
$500 million-$4.9 billion: 20%
$5 billion or more: 28%
Job title or level:
VP and above: 22%
Director: 39%
Manager: 29%
Individual contributor: 10%
Location:
North America: 66%
Europe: 21%
Asia/Pacific: 10%
Latin America: 3%
Middle East: 1%
The study also included qualitative interviews with ABM program leaders from 12 companies:
Betterworks
Deluxe
Fujitsu*
HCL
Juniper Networks, Inc.*
KPMG LLP*
Localytics
NTT DATA Services*
O2
Oracle
SAP*
Global B2B Information Services Company
* Denotes member of the ITSMA Account-Based Marketing Council
Additional Data for ITSMA Member Participants
An extended report with additional data from the study, including detailed data and cross-tabs for the three types of ABM, is available to survey participants from ITSMA member companies. Contact Lisa Hafer at lhafer@itsma.com if you are interested in the extended report or a private online briefing.
Enough Hype - Your Roadmap to Operationalize ABM in 2018G3 Communications
View this #sps17 Webcast on-demand here: http://dg-r.co/2fXxihY
Account-Based Marketing: You know you need it because you keep seeing statistics such as 97% of marketers report higher ROI with ABM than any other tactic, and 300% higher close rates are linked to ABM. But how can you operationalize an ABM program that is “right” for your company?
In this webinar, join The Mx Group’s Tim Cook as he provides an overview on how to crawl, walk and then run in the seven key activities needed to develop and implement ABM initiatives. You’ll get the insights you need, along with a seven-page workbook to create a real roadmap that outlines every element necessary to operationalize ABM for your organization now, in 2018 and beyond.
CRM software helps your business to manage contact information in an organized way, making it easy to follow up on your interactions and activities with customers.
https://runfrictionless.com/b2b-white-paper-service/
Account Based Marketing (ABM) is when you implement highly customized marketing campaigns where each account is considered to be a market of one. ABM uses the latest technology to help you send the right messages to influencers who are actively researching products like yours.
https://runfrictionless.com/b2b-white-paper-service/
Account based heralds the dawn of new breed marketers who take their marketing strategy very seriously.In lakeb2b we practice account based marketing for fruitful results.
website:https://www.lakeb2b.com/
contact us:https://www.lakeb2b.com/contact-us
email us:info@lakeb2b.com
call us:(800) 710-5516
A guide for your 2020 programs covering:
-Programmatic Advertising
-The Adaptive #ABM process
-Account segmentation
-#MediaPlanning, #budgeting & much more.
Account-based marketing is a hot topic for B2B marketers. But to succeed, ABM campaigns need to align sales, marketing, lead generation and sales development. This framework by Craig Rosenberg of TOPO will help you get started.
ABM: How to Reach & Engage Hard-to-Reach, Global Buyers (presented on BrightT...Kwanzoo Inc
See Kwanzoo VP of Marketing Kelly J Waffle present on ABM Goals and Strategies, Identifying Target Accounts, Personalization and Effective Messaging, and more.
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/
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.
White Paper: successful with marketing automationrun_frictionless
Marketing automation is more than merely automating your workflows, even though – as the name suggests – this clearly is the point. However, if you just do what you are doing now but with the help of a fancy tool, the results will not be that dierent. Nor does marketing automation mean mass marketing, i. e. providing the same content to all the leads you have got, regardless of their engagement history, progression in the sales process, or preferences, and hoping some will bite
https://runfrictionless.com/b2b-white-paper-service/
Account Based Marketing: A Look Around the CornerMRP
So, what does 2017 have in store for Account-Based Marketing (ABM) practitioners?
In 2013 and 2014 marketers began adoption and testing of the practice. The hype surrounding the market was near deafening but a lot of fun. During 2015 and 2016 we saw ABM practitioners beginning to craft and adopt best practices. What’s around the corner for ABM?
During Q4 2016 Demand Metric connected The Account-Based Marketing Consortium and five C-Level executives in a live discussion. These experts from around the world applied their combined experience to explore what the next stage of ABM will look like.
ABM fundmental introduction slides for operator.Robin Sun
Account-Based Marketing (ABM) is a technique that is about identifying and
targeting with personalized messages, the accounts that matter the most to
your organization’s goals. It is designed to focus on, attract (clients and prospects)
engage, convert, and measure the progress of your campaigns.
ABM is a strategic approach to marketing that focuses on a key set of accounts. ABM favors increasing revenue. It promises a higher success rate of closing more accounts. The plan of action is pragmatic and lucid—strategizing marketing efforts to satisfy a specific need for each account.
How to Brew the Perfect B2B Blend of ABM & InboundDemandWave
Ready to brew a bold approach to demand generation? Check out our webinar on-demand and taste the benefits of both account-based and inbound marketing.
A Deep Dive into Account Fit: How to build the perfect account list & targeti...RollWorks
You can view the full webinar here: https://www.rollworks.com/resources/webinar/a-deep-dive-into-account-fit/
In this webinar DataFox joins us to talk about account fit, how to determine your target account list, and get set up for ABM success.
We also cover types of account-based marketing ads such as company name ads, persona based ads, and ads for sales stages. You'll learn:
How to define your ideal customer from your data
How to create the perfect account list
How to use targeted ads to reach those customers at the right time
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.
Follow these eight steps to rise up out of the marketing data weeds and start beautifully communicating the business impact of everything marketing does.
In this extensive review of account-based marketing, Eric Mower & Associates provide B-to-B marketers with everything they need to know about this rapidly growing tactic, including how and why it must be done.
Looking for new ways to win over those high-potential B2B prospects? Account-based marketing may be the answer. Learn how advances in marketing and advertising technology help you leverage account-based marketing to build affection, relevance and trust to engage your high-potential prospects.
This presentation by Morris Kleiner (University of Minnesota), was made during the discussion “Competition and Regulation in Professions and Occupations” held at the Working Party No. 2 on Competition and Regulation on 10 June 2024. More papers and presentations on the topic can be found out at oe.cd/crps.
This presentation was uploaded with the author’s consent.
Sharpen existing tools or get a new toolbox? Contemporary cluster initiatives...Orkestra
UIIN Conference, Madrid, 27-29 May 2024
James Wilson, Orkestra and Deusto Business School
Emily Wise, Lund University
Madeline Smith, The Glasgow School of Art
Have you ever wondered how search works while visiting an e-commerce site, internal website, or searching through other types of online resources? Look no further than this informative session on the ways that taxonomies help end-users navigate the internet! Hear from taxonomists and other information professionals who have first-hand experience creating and working with taxonomies that aid in navigation, search, and discovery across a range of disciplines.
0x01 - Newton's Third Law: Static vs. Dynamic AbusersOWASP Beja
f you offer a service on the web, odds are that someone will abuse it. Be it an API, a SaaS, a PaaS, or even a static website, someone somewhere will try to figure out a way to use it to their own needs. In this talk we'll compare measures that are effective against static attackers and how to battle a dynamic attacker who adapts to your counter-measures.
About the Speaker
===============
Diogo Sousa, Engineering Manager @ Canonical
An opinionated individual with an interest in cryptography and its intersection with secure software development.
Acorn Recovery: Restore IT infra within minutesIP ServerOne
Introducing Acorn Recovery as a Service, a simple, fast, and secure managed disaster recovery (DRaaS) by IP ServerOne. A DR solution that helps restore your IT infra within minutes.
Getting started with Amazon Bedrock Studio and Control Tower
Anatomy of-account-based-marketing
1. WHITE PAPER
ANATOMY OF ACCOUNT BASED MARKETING
KEY DATA PREPERATION FOR SUCCESFUL ACCOUNT BASED MARKETING
2. WHITE PAPER ANATOMY OF ACCOUNT BASED MARKETING
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TABLE OF CONTENTS
INTRODUCTION 3
ABM KEY PLAYERS 3
ABM EXERCISE 4
CHALLENGES 5
PUTTING IT ALL TOGETHER 5
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INTRODUCTION
Not long ago, the idea of Account-Based Marketing
(ABM) was very limited. It was primarily done by a sales
representative as a one-on-one approach, based from
individually-gathered information from sources, with
very little visibility into the prospect's activities and
objectives. It was simply “staying in touch” rather than
building a more nurturing client-business relationship.
Marketing was rarely even involved, and if the sales
organization is structured by product lines, then many
times the cross-selling opportunities were lost.
Today, a lot has already been said about ABM. It now
carries on a tried and tested format that marketers apply
on their own strategies, beginning with identifying and
targeting key customer accounts, to reaching out using
targeted advertising via the channels that the buyers are
actively using, such as mobile, social, display, and video.
As the one-size-fits-all approach to marketing continues
to go out of style, account-based marketing has become
a reliable, must-try strategy to personalize the buying
experience with highly-targeted messaging. Many
companies, particularly those seeking to obtain specific
high-value customers, find that they are better served
with an ABM strategy rather than taking a broad-
reaching approach to their sales and marketing efforts.
Visionaries have also been sharing their thoughts on the
current and future status of ABM, and it's still an ever-
exciting topic among thought leaders in the marketing
industry. Meanwhile, those experts on the field, where
the action happens, also continue to devise and develop
their own ABM strategies to stay ahead of the cutthroat
competition.
With such a dynamic landscape, the future sees this kind
of marketing to reach out to more sets of accounts, to
educate, nurture and ultimately generate new business
opportunities for more industries. Because the bottom
line is that it is a whole lot easier to market when the
target account is known. In-house data provide
tremendous competitive intelligence over otherwise
underprepared marketers.
Having all these in mind, let's now discuss some ABM
strategies and challenges, and explore some ways to
functionalize approaches and ultimately figure out how
to become a success on this kind of marketing method.
ABM KEY PLAYERS
There are countless ways an organization may develop
the capabilities of ABM. As this is a marketing initiative,
the responsibility lies in the marketing team, which can
consist of a Marketing Operations Manager, who will
align contacts and accounts with marketing activities
based on their stages in the purchase decision; a Content
Manager, who will supply collaterals for every stage of
the accounts initiative; a Graphic Designer, who will
collaborate with the Content Manager to develop the
creative aspect of all collaterals; and of course, the
Business/Sales Representatives, who will all be
responsible for executing inbound and outbound efforts.
Needless to say, an ABM strategy is not a marketing
venture alone. It has to buy in from many functional
units, most important of which is the sales organization.
Successful ABM execution requires unified sales and
marketing efforts. This means complete alignment of the
two departments, from target identification, account
planning and mapping, engagement tactics, offers, and
conversion metrics.
Furthermore, ABM calls for tighter integration between
marketing automation and the CRM since these two
functions need to communicate more often than
conventional demand generation. As such technicalities
are involved in the process, back up from operations and
the IT are also needed to ensure the success of an ABM
initiative. You also need support from the executive level
to establish the priority and urgency of the initiative.
Whoever the key players in the ABM may be, keep in
mind that your entire organization should always be on
4. WHITE PAPER ANATOMY OF ACCOUNT BASED MARKETING
4 | P a g e
the same page. You need to make sure everyone is
aligned and ready to cope with an inflow of new leads
and customers.
ABM EXERCISE
ABM is a huge opportunity for any organization. It
delivers results, helps companies win rates, deal size,
align sales and marketing and ultimately deliver growth.
However, in the process of getting things done, it
becomes so easy to get lost within some minute details
that you could end up losing sight of the bigger picture.
That's why it helps greatly to modularize the ABM. Keep
it aligned to the usual marketing method by asking these
three questions: What, Who and How.
“What” is the first question that needs answer. It sets
the objective of the exercise, and helps identify the
stakeholders needed to execute the ABM initiative. The
“What” could be very abstract, as in “Accelerate Existing
Opportunity”, or elaborate, like “Cross sell product A to
customer who bought product B”. However, it all pans
out, and as soon as the objectives are put on paper, you
will clearly see the stakeholders who need to get
involved. For example, a cross-selling campaign would
involve the following stakeholders and their respective
functions:
1. Marketing – Prepare and execute campaigns
2. Sales – Provide the insight for cross sell messaging
3. IT/Operations department – Provide data and prepare
system
4. Finance – Provide the customer purchase and
entitlement information
“Who” is a derivation of the previous question, and
mostly involves the Sales and Marketing departments
which both must sit together to identify the probable
target based on “what” is being done. This is a two-step
process: First, the targeted “Accounts” must be
determined. Second, the “Contacts” with all the
appropriate titles and departments from these accounts
should be identified. Then think about how you can
segment these accounts meaningfully. Is it by industry,
company size, tech stack, geographical region, or
something else?
In the example of a cross-selling initiative, sometimes it
may be required to identify a particular industry or
market segment (such as an SMB or Enterprise) apart
from knowing everyone who bought the product A. And
within the identified accounts, you can then target a
specific persona fit for the product B.
“How” is the nitty gritty details of the campaign. The
beauty of ABM is that it allows you to proactively engage
best-fit accounts rather than waiting for qualified leads
to come to you. With much of the buyers’ journey now
happening online, account-based marketers must
incorporate digital tools in their mix to be more effective
in reaching content in their target accounts. So, which
channels should be used to reach those accounts? It
could be anything that campaign managers feel would
yield results including, but not limited to:
1. Direct Mail
2. Nurture Campaigns
3. Web Personalization
4. Call Blitz
5. Display Ads
6. Events
7. Webinars and virtual events
8. Social Media
9. Videos
10. Blogs
11. Search engine ads
12. Websites
13. Infographics
14. E-books and white papers
The trick is to prioritize the channels which have
historically been the highest revenue drivers for your
business. Once you’ve selected your marketing channels,
you can now create targeted content that will resonate
with your audience.
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5 | P a g e
CHALLENGES
Before we proceed to the deployment, let's first take a
good look at the challenges. Yes, much like any
marketing initiative, an ABM also has its fair share of
disputes. Considerably the biggest one is to get it started
with the right key stakeholders in tow. Marketers are all
too often excited about an ABM strategy and are just
itching to put it all in action. However, it is still a
relatively new concept for Sales, who feel vulnerable
with this approach as it requires them to put out in the
open all of their hard-earned accounts and contacts. This
concern can cause a stir, considering that the Marketing
and Sales are the biggest stakeholders in an ABM
strategy.
Delving deeper, there are more challenges that you
could encounter in an ABM approach but here's how you
can face them head on:
Communication and Education. It is imperative
that stakeholders are well informed about the
ABM potential and its proposed outcome. That's
why from the get-go, alignment is really vital. All
key players should be aware of their roles and
responsibilities, and more importantly, should
agree in the same goals and objectives. Without
goal clarity, it can be challenging to determine
how success would be evaluated and what
metrics to use.
Data. Not all Marketing and Sales organizations
enjoy as much access to data for them to fully
execute their role. As previously stated, Sales
and Marketing information exchange between
systems is needed as the success of an ABM
initiative lies between these functions. For
example, if a pipeline acceleration program is in
place as part of an ABM initiative, then the
opportunity stages and relevant information
from Sales must be made available to Marketing.
Additional Sales data points such as customer
status, purchase history and opportunity status
should also be accessible, in addition to contact
and account data. On the other hand, Sales must
be able to flag accounts and contacts who should
opt out of this ABM program.
Segmentation. Traditional marketing automation
systems are designed with primary focus on
contacts-based segmentation. ABM needs a
more dynamic segmentation system that can
help relate different data sources like contact,
account, past purchase, opportunities, etc. A few
times, it may also be required to create a
“target” account list that is not available in the
CRM. Also, the segmentation tool should be
flexible enough to bring in any new data points.
Monitoring. Most marketing automation
platforms don’t offer full visibility into account-
based activity. However, some new technologies
have come to the fore seeking to address these
difficulties. Some work to supplement your
existing marketing automation platform with an
account-based view into engagement and
activity. Others offer tools that work within your
web analytics to monitor account-based activity
across your web properties. As popular interest
in ABM has grown, technology vendors are rising
to the challenge with some impressive
technologies to offer.
PUTTING IT ALL TOGETHER
ABM deployment is essentially a set of smaller ABM
initiatives. You can start by meeting the stakeholders and
deciding on the ABM objectives, requirements and get
buy-in for supporting functions. Again, it is critical not to
mix-match ABM objectives—you must select one unique
objective, which could be product-specific, time-bound,
competitor-focused, among others.
6. WHITE PAPER ANATOMY OF ACCOUNT BASED MARKETING
6 | P a g e
www.vyakar.com
Once the Who, What and Why have been discussed and
decided, it is time to put everything into action. Getting
relevant data, and correctly matching and mapping these
data is the key to success. Often times, the biggest
hurdle is matching the contacts with the accounts. There
are quite a few solutions offering Lead-to-Account
matching, but keep in mind you also need to match
“Marketing Contacts” who are not yet leads, and that the
sales force also needs to be matched to these accounts.
Also, when targeting a dedicated account list, the
segmentation tool must match all the name variations of
the target account list with accounts as well as contacts.
After selecting your targets, you can then build out the
specifics of their respective compositions, create
content, and select the channels you’ll use to promote it.
And then it's time to execute.
A good way to start is not by asking something from your
target accounts, but instead, sending them something of
value that entails no cost on their end. For instance, you
can send a very candid email that addresses a common
issue within their line of work and then provide a link to
a thought-provoking blog post covering a topic they
would be interested in. You see, these days, customers
really don't enjoy feeling like they're being sold to. That’s
why it’s crucial that your marketing provides value, and
doesn’t push products.
So always remember that running your campaign will
require some care. You’ll have to coordinate your
messaging across the various channels—you don’t want
to send different signals to the same person within a
target account.
Now, upon capturing your targets' attention, you can
utilize all of the wonders of marketing automation like
following up with people who accessed the first blog
post by sending more content, warming them up, and
moving them through the buying process. The more they
engage, the more you can send more evaluator-stage
content.
When your message has already been in market long
enough to make an impression on your target accounts,
it’s time for your sales reps to begin outreach. At this
point, your marketing team will have already used ABM
to generate brand awareness and engage decision-
makers at your target accounts, setting the stage for
more effective sales conversations and ultimately, sales
conversions.
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