Account-Based Marketing has officially taken off. However, ABM involves more than simply executing account-focused campaigns. B2B marketers are now responsible for identifying the companies that are likely to buy, as well as delivering the right individual buyers from within those accounts. Join Aman Naimat, Founder of Spiderbook, and Peter Isaacson, CMO of Demandbase, as they discuss strategies to identify net new accounts and close them faster with end-to-end ABM. You will learn: -The main drivers behind the expansion of ABM -The difference between predictive and prescriptive account identification -The power of buyer-specific insights for marketing and sales

1. END-TO-END ABM Peter Isaacson
CMO, Demandbase
FROM IDENTIFICATION
TO CLOSED BUSINESS
Aman Naimat
Founder, Spiderbook

2. 2
The sales and marketing divide
MARKETING SALES
Leads
Personas
Quantity
Individuals
Opportunities
Buyers/Influencers
Quality
Accounts

3. 3
The sales and marketing divide
MARKETING SALES
Leads
Personas
Quantity
Individuals
Opportunities
Buyers/Influencers
Quality
Accounts

4. 4
What’s Broken in B2B?
Sales & Marketing
Alignment
The Waterfall BANT Metrics/Attribution

5. 5
Account-Based Marketing
Identify the companies
most likely to buy, and
then market to them

6. 6
Account-Based Marketing
Identify the companies
most likely to buy, and
then market to them

7. 7
The Evolving Sales Cycle
OLD MODEL
• Marketing generated leads
• Passed MQLs to Sales
• Success based on lead volume
• Marketing’s work done at MQL
SALESMARKETING
NEW MODEL
• Sales gets involved earlier in cycle
• Marketing stays involved later in cycle
• Marketing and sales are partners
• Success based on pipeline/revenue
SALESMARKETING
BUYER JOURNEY
BUYER JOURNEY

8. 8
“Account-Based Marketing” search
interest

9. 9
Tiers of Account-Based Marketing
5-50 accounts
10000+ accounts
§ Broad lead gen
§ Focus on volume and qualification
§ Minimal personalization
ABM
Traditional
Demand Gen

10. 10
Tiers of Account-Based Marketing
5-50 accounts
10,000+ accounts
ABM
Traditional
Demand Gen

11. 11
Tiers of Account-Based Marketing
5-50 accounts
50-5,000 accounts
10,000+ accounts
ABM
ABM at
Scale
Traditional
Demand Gen

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Attract Engage Convert Measure
Traditional B2B Marketing

13. 13
Account-Based Marketing
Attract Engage Convert Measure

14. 14
Why identify accounts?
Source: US Census Bureau
U.S. Businesses:
28 million
>1 Employee:
6 million
$10M+:
200,000
$100M+:
20,000
$1B+:
2,000
…most B2B companies should target 1,000-3,000 accounts total

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Challenges
Need agreement between Marketing and Sales
Requires industry expertise
Shift in thinking: hasn’t been done before
Lack of data and insight

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How to Evaluate Accounts
Hiring Patterns
Social Proof
References Firmographics
Recent Deals
Financial
Filings
Interests Similar
Ecosystem
Buying Team

17. 17
Attract Your Target Accounts
Engage broad tactics in
an effort to attract
eventual customers.
Proactively seek
out your target
accounts to get
them to engage
with you.

18. 18
Engage and Nurture with Personalization
Target
Accounts
Website
Content
Email
Campaigns
SocialEvents
Direct Mail

19. 19
Identifying the Buying Committee

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Insights
Accounts &
Buyers
Financial Insights
• Financial Reports
• Growth
• Revenue Targets
• Competition
Goals
• Next quarter/year
• Expansion: new product offerings
Business Relationships
• Common Partners/Competitors
• Customers
• Influencers
Personal Insights
• Behavioral Signals
• Conference attendance, blog/social
presence, presentations, patents…

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Measuring Success
CAMPAIGN
PERFORMANCE
BUSINESS
IMPACT
Click Through Rates
Impressions/CPMs
Web Traffic
Unique Visitors
Conversions
Inquiries
MQLs
Opportunities
Pipeline
Close Rates
ACV
Funnel Velocity
Target Account Activity
Lift
Retention & Upsell
VS

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