The document discusses the shift from traditional lead tracking to account-based marketing (ABM) strategies in B2B marketing, highlighting the unique characteristics of marketing to businesses as opposed to individual leads. It outlines the benefits of ABM, such as increased revenue and close rates, and emphasizes the importance of using the right marketing technology to effectively target and engage with accounts. The content also stresses combining inbound and outbound marketing tactics for optimal results in building brand awareness and expanding customer relationships.

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Rethinking Funnel Metrics:
Why Companies Are Shifting
From Tracking Leads To Engaging
Accounts
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From TOFU to MOFU to BOFU to Close
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Panelists
MODERATOR:
Brian Anderson
News Editor
Demand Gen Report
Adam Mertz
Sr. Director of
Product Marketing
Act-On Software
@adammertz
Janelle Johnson
Sr. Director of Global
Segment Marketing
Act-On Software
@janelle_johnson

7. Account-Based
Marketing:
B2B Gets Its Hot
New Thing
B2C and B2B are not
converging; marketing to
businesses remains a unique
discipline with its own
language, goals, and
tactics.

8. B2B companies market to,
sell to, and service,
accounts – not leads.

9. Understanding ABM:
What You Need to Know in a Nutshell

10. 200%
more revenue from
marketing efforts
300%
increase in close rates
What’s so
great about
Account-Based
Marketing?

11. Despite the fact that 31% of
respondents say that their
company is practicing ABM,
only 20% say they have a
clear understanding of what
it is.
Source: Act-On Account-Based Marketing Survey 2016
Real
Account-Based
Marketing
Insights

12. 2 organic searches
1 Facebook interaction
So what exactly
is ABM?
1 webcast
2 website visits
1 Linkedin interaction
2 email views1 white paper download
1 email click through

13. The Two Most
Common Forms
of ABM
PROACTIVE TARGETING
1.

14. The Two Most
Common Forms
of ABM
REACTIVE TARGETING
2.

15. Kickstarting your ABM Program
Choose target
accounts
Create detailed
personas at
these
accounts
Define
messaging and
create content
per personas
Determine
best channels
per persona
Measure success at the persona and account levels
Set clear business goals

16. Focus areas for
long-term success
with ABM
• Building brand awareness
• Generating demand
• Expanding customer
relationships
• Scale your ABM efforts by
using the right marketing
technology
• Leverage inbound and
outbound marketing tactics

17. Brand Awareness
Link buyer behaviors and data
across a single account view
• Monitor account-based activity across
the web
• Identify most interested organizations
within defined strategic accounts
• Distinguish key influencers within an
organization

18. Brand Awareness ABM Examples Leveraging Martech
View key influencer behavior in a
filterable, unified timeline
View account-level scoring based on
total account contact activity

19. Demand
Generation
Easily create account-based
campaigns to improve nurturing
and engagement
• Deliver personalized buyer and
account experiences
• Create micro-campaigns for strategic
accounts
• Utilize CRM Account data for
campaign segmentation

20. Demand Generation Examples Leveraging Martech
Quickly create micro-campaigns
based on account attributes
Drill into most active targeted accounts
to view the most engaged contacts

21. Expand
Relationships
Expand total lifetime value across
accounts
• Personalized, on-going customer
communication and education
• Targeted micro-campaigns for cross-
selling/up-selling accounts
• Create advocate building and activation
campaigns

22. Expanding Relationships Examples Leveraging Martech
Personalize customer comm’s
based on Account attributes
Create cross/up-sell account groups
and campaigns using CRM data

23. Inbound & Outbound -
Incorporating Into your ABM
Strategy

24. (Source: Demand Metric Research Report)
84% of marketers
use inbound and
outbound tactics.

25. Inbound is a
Terrific Strategy
for the Discovery
Stage of Your
Buyer’s Journey

26. The Rest of Your Buyer's
Journey Requires Incorporation
of an Outbound Strategy

27. Example
Scenario:
Inbound +
Outbound tactics
Inbound:
Company tweets to promote an industry-specific blog post
Prospect clicks on tweet, reads post
Prospect clicks on blog post CTA – link to gated IT eBook
Prospect fills out form to get eBook asset
Prospect now gives permission for contact
Outbound:
Behavior-triggered thank you email sent with IT-centric copy
Behavior-centric nurture email sent – webcast related to IT
eBook
Company sends prospect a trial offer – prospect accepts trial
Sales follows up on the trial and provides industry case study

28. Content Marketing
should be targeted and
educational, versus
broad and sales-centric
INBOUND
Content
Marketing

29. Integrating Inbound with Outbound
You need permission to
engage with prospects on an
ongoing basis.
• Every Inbound CTA should have a
dedicated landing page
• Conduct A/B testing to improve your
conversions

30. OUTBOUND – Email Marketing
Email is ranked the #1 preferred
communication channel by
consumers.
• Behavior-triggered emails
• Automated email
programs/nurturing

31. OUTBOUND – Behavior Triggered Email
What is it?
• Trigger an email based on an action
(or lack of action)
• Let your audience self-identify
• Use digital body language to find your
messaging sweet spot

32. OUTBOUND – Nurture Email Programs
What is it?
• Nurturing is an automated email program that encourages prospects to
interact with your brand.
• Nurturing allows you to send highly targeted messages by segmenting
based on data you are collecting.
Bad Lead Warm Lead Qualified Lead

33. In Summary
Focusing marketing efforts on key target audiences maximizes ROI
ABM can be hard to implement, but the right tools can make it easy
ABM can be valuable across your brand, demand and expand efforts

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Q&A / Panelists
MODERATOR:
Brian Anderson
News Editor
Demand Gen Report
Adam Mertz
Sr. Director of
Product Marketing
Act-On Software
@adammertz
Janelle Johnson
Sr. Director of Global
Segment Marketing
Act-On Software
@janelle_johnson

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