1. Marketing f th complex sale
M k ti for the l l
Account Based Marketing Workshop
Enrico Brosio MarketOne
Brosio,
Andrew Court, Oracle

2. Strategy
Plan
Implement
Stand back and Think! Measure
Review
R i
Communicate
Expand
Foster dialogue between like‐
minded individuals
Reach the decision makers
Promote solutions to their
business problems
business problems
Work with relevant partners
within the account
Provide evidence and
independent corroboration
Contribute to increasing deal size
Contribute to increasing deal size
and revenue

3. Strategy
Plan
Implement
Starting out
out… Measure
Review
R i
Communicate
Expand
Customer
Executive Sponsorship
Corporate Strategy
Needs, Direction, Objectives
Marketing Sales
1 or 2 Accounts Executive Sponsorship
Different Industries Account Planning Business Partners
ABM Strategy Baseline Assessment
Baseline Assessment Long‐term Commitment
Approved Budget Footprint Analysis Relationship with Account
Headcount Relevance Mapping Status of Account
Agency Partners Audience Messaging …
…
Jointly Agreed Account Plan

4. Strategy
Plan
Implement
The Buyers Journey
Journey… Measure
Review
R i
Communicate
Expand
Discover Educate Mature Close Celebrate
Data Quality Customer Hubs Customer Days Executive Visits ‘Go Live’ events
Profiling Social Media CxO Summits Executive Dinners BMWOracle Racing
Deep Dives Campaigns Nurture Programs Reference Visits
Newsletter Bid Support
Bid Support CVC
Digital Body Language Monitoring – Website Hits, Customer Hub Subscriptions, Downloads…
Relationship vs. Transactional Marketing
R l ti hi T ti l M k ti

5. Strategy
Plan
Implement
Just a Scratch
Scratch… Measure
Review
R i
Communicate
Expand
Program Nurture
Budget Dashboards
Office
Change Touched
Metrics
Scoring Accounts Oppo tu t es
Opportunities
Trends
Influenced Review
KPI s
KPI’s
Regional Analytics
Headcount
Measure Net‐new
Net new Expansion
Reporting $’s Pipeline
Global ULA s
ULA’s

6. Strategy
Plan
Implement
Your Questions? Measure
Review
R i
Communicate
Expand