This document summarizes LogMeIn's approach to implementing account-based marketing (ABM). It discusses how LogMeIn launched its initial ABM phase in 2017, which focused on sales buy-in, defining the strategy, and running initial marketing campaigns. The first phase showed positive results but also areas for improvement. LogMeIn then refreshed its ABM strategy in 2018, improving processes, technology, and metrics. The second phase continued to see growing account penetration and pipeline generation from ABM activities. The document concludes by emphasizing that ABM is an ongoing evolution and highlights best practices like tagging accounts, robust reporting, and journey mapping.

1. It’s Not a One Size Fits All:
How LogMeIn Is Defining & Implementing ABM
Lindsay Becker & Lisa DeDonato

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INTRODUCTION
Lindsay Becker
Supervisor, Corporate Marketing
Identity & Access Management Products
#FlipMyFunnel
Lisa DeDonato
Supervisor, Corporate Marketing
Customer Engagement Products

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(NASDAQ:LOGM)
Global company with
revenue of $1B+
SMB market leader with top 1
or 2 position in all of our
addressable markets
Worldwide operations with ~
3,500 employees in 20+
global offices
25MM+ users with
nearly 300 MM
connections served
every year
Top 10 SaaS Company
S&P Mid-Cap 400
$5B+ Market Cap
What is LogMeIn?

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Communications & Collaboration
Engagement & Support
Identity & Access

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Why ABM?

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Phase 1
Present to stakeholders;
Sales buy-in
February 2017 March 2017
Launch integrated
marketing campaigns
& outbound motion
First ABM
opportunity closes
April 2017
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Marketing begins
defining ABM strategy
December 2016
Final ABM
Phase 1
analysis
November 2017
Expanded scope of ABM

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Phase 1: Takeaways
Strategy
 Sales appetite
 Account selection
 Account journey mapping
 Reporting infrastructure
 Strategy sustainability
97%
Opportunities
with marketing
influence
6%
Account-to-
opportunity
conversion
34%
of overall
pipeline created

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ABM Refresh
Paused
proactive marketing
support
Tiger Team
created
Stakeholder
buy-in
Defined
ABM
Technology
evaluations
Process
finalized

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Phase 2
Mid-year progress
check-in
Sales & Marketing
leadership align & refine
target account List
April 2018 July 2018
Launch ABM
dashboard
Launch integrated
marketing campaigns
& outbound motion
May 2018
Review account metrics
& strategy with sales
& leadership teams
June 2018
Exec attention
#FlipMyFunnel

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Phase 2: Takeaways
 Account selection
 Evolved metrics
 Reporting credibility
 Executive appetite
 More work to do!
71%
Account
penetration
17%
Account-to-
opportunity
conversion
20%
of overall
pipeline
created

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5
Video Views
BDR Outbound
Outreach
Web Demo Request
$$$
Opp
$$$
Opp
Sample Account Journey
Lead #1
Lead #2
Target
Account
Impressions
32,499
Clicks
25
#FlipMyFunnel

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So What Now?
• ABM strategy is a constant evolution
• Tag your accounts
• Reporting is everything
Map an account journey

14. THANK YOU!