Join us to find out how modern marketers can: - Align with Sales on targeting, content and ABM specific metrics - Adopt the ABM tactics real marketers are implementing today - Understand the technology that will fuel your ABM strategy

1. HOW TO LAUNCH &
SCALE AN EFFECTIVE
ACCOUNT-BASED
MARKETING
STRATEGY
Wednesday, May 11th, 2016

2. Meet Your Speakers
Michael McEuen
Director, Marketing and Growth
AdStage
@lonohead
Megan Golden
Senior Content Marketing Manager
LinkedIn
@goldmegs
Irina Skripnik
Senior Product Marketing Manager
LinkedIn
@iSkripnik
@LinkedInMktg

3. 01 What is Account-based marketing?
02 9 Steps to an effective ABM program
03 Real Marketers, Real ABM Tactics
04 The Technology to Fuel Your ABM strategy
05 Q&A
agenda
@LinkedInMktg

4. What is
account-based
marketing?
@LinkedInMktg

5. Focus on landing the big fish
“Account-based marketing
is a strategic approach that
coordinates personalized
marketing and sales efforts
to open doors and deepen
engagement at specific
accounts.”
Jon Miller
CEO & Co-founder,
Engagio
Identify the most strategic accounts for your business
Sales and marketing are in lock step
Nurturing buying committees with targeted content
@LinkedInMktg

6. 6
20% increase in deal size
more than 200% in contribution to pipeline
$75 million in incremental marketing
sourced or influenced pipeline
When ABM
is done
right.

7. 9 Steps to an
Effective ABM
Strategy

8. 8
Position ABM as
a Strategic
Initiative
Step One.
Accounts
Goals
Tactics
Responsibilities
Measurements
Which companies and individuals are we pursuing?
What are the desired outcomes with each account?
What can marketing and sales to do achieve those
goals?
Who is responsible for what?
How will marketing and sales be measured on their
activities and impact?

9. 9
Staff up for
Success
Step two.
Entrepreneur
Spirit
Broad
Skillset
Appreciation
for
complexity
Hybrid
Marketer
Leader
Compelling
Messaging
Project
Manager
Confident
Composure

10. While the overall
goal is to land and
expand you should
also define the
discrete goals.
Agree on Goals
with Sales
Step three.
Identifying a higher number of individuals within each account
Securing a greater number of senior-level appointments/meetings
Driving faster sales cycle time
Promoting higher customer loyalty
Closing a higher percentage of major deals
Growing revenues within existing accounts

11. 11
Identify Target
Accounts
Step four.
Where have we sold most effectively in the past?
Ask yourself…
Which kind of accounts have proven most profitable over time?
Which sub-industries do we work with today?
What characteristics are most predictive of sales success?
What attributes make for the best fit with our product?
What traits should rule out an account?
What kinds of accounts play best to our unique strengths?
In which accounts do we already have an advantage?
What accounts deliver the most value (including strategic value)?

12. Identify Roles or
Departments that
Influence the
Buying Decisions
Step five.Pair technology with sales insights to understand who the
decision makers and influencers are.
67% of marketers surveyed by SiriusDecisions turn to sales for account
insights. After all, if your goal is to expand an existing relationship, your sales
team knows what’s happened with the account and who has been involved
from the customer’s end to date.

13. Your marketing message must reach vertically and
horizontally across target accounts.
Create Content to
Drive Engagement
Across Target Accounts
Step six.
CFO CMO CIO

14. Develop trust and share knowledge.
Create Content to
Drive Engagement
Across Target Accounts
Step six.
Understand what
stakeholders in target
accounts believe.
1 Develop and articulate a
well-informed point of view.
2 Frame a story in terms of the
value delivered to help buyers
see new possibilities.
3

15. Partner with the
Sales Team
Step seven. Create Account Baselines
Account overview and personas on each member of the buying committee
Up-to-date interactions between the account and your company
Unique value propositions and relevant content

16. Put ABM into
Action
Step eight.Leverage technology to stay in sync with sales, get a
common view of the buyer’s journey, and agree upon how to
sharpen their focus on the customer.
Analytics
Marketing
automation
Ad serving
Personal-
ization
Account
planning
Progressive
profiling
Customer
advocacy
marketing
Salesforce
automation
Customer
intelligence
Social
media

17. Measure Impact
Step nine.
Measure the Impact
Step nine.
Jon Miller of Engagio Recommends…
IMPACT
What is the value of
marketing’s
programs?
What is the aggregate
impact on new
pipeline and revenue
as measured by
movement through a
revenue cycle
waterfall?
1 COVERAGE
Do we know the right
people to target within
the account?
2 AWARENESS
Of all the accounts
we’re targeting, how
many are aware of
our company and
brand?
3 REACH
If you hold an event,
for example, how
many
of the people who
show up at that event
are the right people
from the
right accounts?
4 ENGAGEMENT
How much time is the
prospect spending
with us, whether on
our website,
attending a webinar,
or at live events,
etc.? What is the
aggregate level of
engagement across
those interactions?
5

18. 9 Steps to an Effective ABM Strategy
Position ABM as a strategic initiative
Staff up for success
Agree on goals with sales
Identify target accounts
Identify roles or departments that influence buying decisions
Create content to drive engagement across target accounts
Partner with the sales team
Put ABM into action
Measure impact

19. Real Marketers,
Real Tactics

20. Account Based Plays
Account
Based
Plays

21. Connect with Sales Talk to Customers Tap into your CRM
Defining Your Ideal Customer Profile

22. Use Historical
Data to Your
Advantage

23. Craft Prospect
Personas

24. Creating a
Target
Account List

25. Coordinated Outreach
Coordinate Outreach
Sales Marketing

26. Drive
Engagement
Tailor your
targeting and
messaging

27. Craft Nurture
Campaigns
Marketing’s job is
not over when a
demo request
happens.

28. Inspire
Advocates
Recruit &
mobilize

29. LESSONS LEARNED
Lessons
Learned
Include sales
What to do…
Expand reach across the departments
Continue to market after the sale
Track engagement at the contact & account level
Use multiple mediums to engage

30. LESSONS LEARNED
Lessons
Learned
Measure success in leads
What not to do…
Stop marketing after a demo is scheduled
Expect instant results
Run a canned message to all prospects
Target too narrowly

31. Technology to Fuel
Your ABM Strategy

32. The ABM Technology Landscape
Prospect Engage AnalyzeAdvocate
Research
Predictive
Digital Ads
Direct
ContentOutbound
Customer Success
Advocacy
Manage
CRM
MA
ABM
Attribution
Reporting
Polling Events

34. The most effective platform for marketers to
engage professionals
Achieve your goals from awareness to
engagement to new business

35. 61M
senior-level
influencers
40M
decision makers
10M
opinion leaders
6M
C-level execs
22M
Mass Affluent
8M
Brand managed
Company Pages
414Mprofessionals are on LinkedIn
The largest global community of professionals

36. The Buying Committee
OperationsFinanceSalesMarketing C-Suite HR
Now all possess budget, purchase authority, and influence in buying decisions

37. Understanding Profile-based Targeting
Title
Company
Geography
Member
entered or IP
Group
Membership
Skills
School
Field of Study
Graduation
Year

38. Danie
Seattle, WA USA
Boston University
COMPANY INDUSTRYSIZE
SCHOOL
LOCATION
JOB TITLE
SENIORITY
FUNCTION
FIELD OF STUDY
DEGREE
GRADUATION AGE
SKILLS
GROUPS
IP
Communication
Bachelor of Science
2011, 25-34
Simply Measured, 51-200,
Internet
Senior Marketing Manager,
Marketing, Senior IC
CMA, LEWIS, Social Tools
SEO, Social Media, Digital
Marketing, Blogging

39. 39
Targeting by Function
Inferred from user entered title
User Entered Title (possibly many)
↓
Standardized Title
↓ ↓
Seniority Function
Levels of Seniority:
Unpaid / Training / Entry IC / Senior IC / Manager /
Director / VP / CXO / Partner / Owner

40. Influence the Influencer
Consider targeting “Entry” and “Senior”
individual contributor as part of your audience
these are the Senior System Network
Engineers, Senior Developers, Accountants,
Lawyers, Scientists
Owner
Partner
CXO
VP
Director
Manager
Senior
Entry
Training
Unpaid
Seniority Targeting
Our most differentiated targeting option

41. Company Size and Company Industry
Member industry is directly inferred from their current experience
Company Entered Name

Company Entered Industry

Company Entered # of employees

42. Engage your prospects with relevant content in the world’s
only professional feed
Sponsored Content
Build customer relationships at
every stage of the buyer’s
journey by targeting content to
your most valuable audiences
wherever they spend their time.

43. Sponsored Content
Engage your prospects with relevant content in the world’s
only professional feed
Publish your content in
a premium context
Sponsor content in the brand-friendly
environment of the LinkedIn feed to an
audience of influencers and business
decision-makers
Grow your business at
every stage
Drive quality leads, generate
engagement, and raise brand
awareness with a powerful
advertising platform
Target your most
valuable audiences
Reach the people that
matter most using accurate, profile-
based, first-party data

44. LinkedIn Sponsored InMail
Send timely, convenient, and relevant private messages to
the people that matter most to your business

45. Unique product, uncluttered environment,
and effective results
Mobile-optimized design
for easy clicks
Persistent call-to-action
button remains on top of
content while user scrolls
Real-time delivery
ensures timely reach
Sponsored InMail
messages are only
delivered when members
are on LinkedIn
Uncluttered professional
context
Strict delivery frequency
caps ensure your
message gets maximum
mindshare
Flexibility to tailor
your content
Send a personalized
message that will
resonate most with your
target audience

46. Align sales and marketing by seamlessly
engaging influencers and decision makers
across your key accounts with
Account Targeting on LinkedIn

47. 47
Align program dollars and resources against priority accounts that are determined
in partnership with your sales team
Why How
Audience and reach
Accurately target influencers across
prospect organization
Relevancy
Tailor Sponsored Updates and
Sponsored InMail campaigns to accounts
that matter most
Business impact
Deliver relevant content that translates
into meaningful results
Your target audience
Define your account list and streamline
your focus using LinkedIn profile-based
targeting like seniority and job function
Your Content
Create relevant and valuable content to
drive impactful engagement among
your key accounts
Your Results
Measure the effectiveness of your
campaigns and optimize your content
Re-engagement
Re-establish a connection with your lost
opportunities through valuable and
relevant content
Thought leadership
Deepen relationships with your current
customers and find a voice amongst your
target accounts
Business results
Deliver marketing-influences leads to your
sales team
Use Case

48. 48
Wrapping up...
You know what ABM is
You have 9 steps to an effective program
You have real tactics to implement
You understand ABM specific technology

49. Q&A

50. ©2016 LinkedIn Corporation. All Rights Reserved. Confidential
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half of the 600 million professionals on the planet,
representing the largest group anywhere of
influential, affluent, and educated people.
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