Overview of core components of Account-Based Marketing and how to effectively plan and roll out a phased ABM strategy to engage a targeted group of prospects. Covers account selection and target contact identification, account insight gathering and plan development, account-relevant messaging and content development, account-specific interaction execution, and orchestration of multi-channel account-focused plays.

1. Driving ABM Success
and Revenue with Video
Dana Fugate @DanaFugate1
Rose Morabito @RoseMorabito_BC

2. Brightcove’s vision and
enterprise track record solidify
it as one of the market leaders.
TheForrester Wave™ 2016
OnlineVideoPlatforms ForSalesandMarketing
Q42016

3. Decision Drivers

4. Did the colors stick
67%
of the buyer journey
is driven through digital
channels and content

5. This is Really Important
Marketers miss out on the buying
signals that occur pre hand raise…
…and the signal that occur once a
prospect is in a sales cycle.

6. ABM vs Inbound

7. 7
ABM Campaign

8. The ABM Cycle

9. Sales and Marketing Alignment

10. DASHBOARD

11. ABM Program System

12. Account-Based Advertising
Customers Prospects
68% Lift 70% Lift

13. Retargeting Prospects

14. Retargeting Prospects

15. Meet your Account Director
Advertising Campaign

17. Meet Your Account Director Email Campaign
Open Rate: 51%
Unique Open Rate: 16%
CTR: 2.8%
Click to Open: 7%

18. Meet Your Account Manager Email Campaign
Open Rate: 224%
Unique Open Rate:
38%
CTR: 16%
Click to Open: 20%

19. First Campaign Results

20. 1,000 pieces mailed to current accounts
Direct Mail and Microsite

22. Takeaways