The document discusses the growing awareness and adoption of Account-Based Marketing (ABM) among B2B marketers, highlighting that 75% of them believe ABM yields higher ROI than other marketing strategies. It notes the success rate of B2B companies employing ABM, with 91% aligning marketing and sales and 96% reporting a positive impact on marketing success. The document also outlines steps for implementing ABM, including aligning teams, identifying target accounts, and measuring success across various metrics.

1. #C2C16
Fireside Chat
The Journey to Account-Based
Marketing for B2B Marketers

2. #C2C16

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More
marketers are
AWARE
of ABM
of B2B companies are
aware of ABM. 1
75%
of marketers say that
ABM delivers higher ROI
than any other
marketing approach. 2
84%
1. Demand Metric “Defining Digital Impact in the B2B Enterprise”
2. ITSMA

4. #C2C161. Demand Metric “Account-Based Marketing Adoption”
More
marketers are
USING
ABM
of B2B companies
employing ABM plan to
increase their ABM
efforts over the next 12
months. 1
72%
of B2B companies
employing ABM plan to
invest more in
technology over the
next 12 months. 1
61%

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More
marketers are
having
SUCCESS
with ABM
of B2B marketers
employing ABM
stated they are
aligned with sales.1
91%
of B2B companies said
Account-Based
Marketing has an
impact on marketing’s
success. 2
96%
1. SiriusDecisions’ “2015 State of Account-Based Marketing”
2. Demand Metric “Account-Based Marketing Adoption”

6. Getting Started with ABM
Align sales
and marketing
Identify
target accounts
Develop ABM
Marketing Plan
Measure

7. TARGET
ACCOUNTS
Positioning/Attribute Targeting
▶ technology footprint
▶ competitive displacement
▶ regulatory issues
Company Size or Industry
Targeting
▶ mid market vs. enterprise
▶ FSI vs manufacturing vs.
healthcare
Sales Cycle Targeting
▶ prospect vs. customer
▶ pre-sales engagement vs.
pipeline push
ABM MATURITY MODEL
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MEASUREMENT
Business Outcomes
▶ ACV
▶ close rate
▶ retention/upsell
Campaign Performance
▶ CTRs
▶ Conversions
▶ inquiries
▶ MQLs
Revenue Performance
▶ lift
▶ pipeline
▶ funnel velocity
MARKETING
PROGRAMS
Analog and Digital
Full Funnel
▶ ads, website, MAS/CRM
▶ corporate events
▶ field activities
Bottom of the Funnel/
Lead Generation
▶ data append
▶ forms autofill
Full Funnel Digital
▶ ads/attraction
▶ website engagement
▶ MAS/CRM
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SALES & MARKETING
ALIGNMENT
Metrics and Goals
Alignment
▶ shared across teams
▶ connected to business impact
Operational Alignment
▶ target account selection
▶ planning and execution
cadence
Philosophical Alignment
▶ shared belief in an account-
based approach
▶ commitment to collaboration

8. #C2C16
Let’s Talk About the ABM Journey
Chris Golec
CEO
Demandbase
Sander Arts
VP of Marketing
ATMEL
Jen Gray
Director of Marketing
Extole

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