Katie Bullard, Chief Growth Officer of DiscoverOrg, gave a presentation on account-based marketing (ABM) at the #FlipMyFunnel 2018 conference. She outlined three truths about ABM: 1) ABM is not always the best approach and companies need to find the right balance with inbound marketing, 2) ABM programs are more likely to fail if they do not start small and simple, and 3) the most effective hooks for attracting potential customers focus on what's in it for them (WIIFM). Her key takeaways were to develop a unique ABM/inbound formula, start with small ABM pilots before full programs, and focus marketing messages on customer benefits rather than the company

1. Let’s Get Honest About ABM
Three Truths...And No Lies.
KATIE BULLARD

2. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
INTRODUCTION
KATIE BULLARD
Chief Growth Officer, DiscoverOrg
• Lead Marketing, Product, and Customer
Experience for Sales & Marketing
Intelligence Leader
• SIIA 2017 Marketing Team of the Year
• Inc. 5000 fastest-growing company for 7
straight years
• Documented our own ABM efforts through a
docu-series on YouTube
@Katie_E_Bullard #FlipMyFunnel

3. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
TRUTH 1:
STOP.
IT’S NOT ABOUT ABM OR
INBOUND...FOR MOST OF US
@Katie_E_Bullard #FlipMyFunnel

4. IS YOUR SALES CYCLE LONG &
COMPLEX WITH LOTS OF DECISION-
MAKERS?
DO YOU HAVE A RELATIVELY SMALL
TARGET MARKET?
WILL YOU MISS YOUR REVENUE GOAL
BASED ON A FEW KEY WINS THIS YEAR?
IS IT CRITICAL THAT YOU GO WIDE AND
DEEP TO SELL YOUR PRODUCT/SERVICE?
YES TO
EVERYTHING?
GO 100% ABM
EVERYONE ELSE –
DON’T ABANDON
INBOUND & FIND
THE BALANCE

5. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
TRUTH 2:
IF YOU DON’T START SMALL &
SIMPLE, YOU WILL FAIL.
@Katie_E_Bullard #FlipMyFunnel

7. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
TRUTH 3:
THE BEST HOOKS ARE
“WIIFM.”
@Katie_E_Bullard #FlipMyFunnel

9. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
3 TAKEAWAYS
• DEVELOP
YOUR
UNIQUE
ABM/
INBOUND
FORMULA
• DON’T RUN
THE ABM
MARATHO
N BEFORE
THE ABM
5K
• STOP
TALKING
ABOUT
YOURSELF
– HOOK
THEM WITH
WIIFM
@Katie_E_Bullard #FlipMyFunnel

10. THANK YOU!
@Katie_E_Bullard
https://discoverorg.com/account-based-marketing-video-series/