Account-Based Marketing can help you target accounts that are likely to generate the most revenue. Learn how to identify these key accounts and attract them with the most relevant content and ads.

1. Targeted ABM
Your Demand Gen Plan for 2014
October 8, 2013
Mike Telem
VP of Business Development
& Co-founder
David Myers
Marketing Campaign Strategist

2. #AdvABM

3. Webinar Overview
1. How to identify target accounts
2. How to utilize content recommendation
3. How to attract targeted accounts with ad serving
4. Your plan for a successful ABM strategy
#AdvABM

4. What is Account-Based Marketing?
“Focusing marketing and sales on the
accounts most likely to generate
revenue or meet other strategic goals”
Engage Target Accounts from the First Ad They See, to
Onsite Personalization and Customer Acquisition
#AdvABM

5. Live Poll
What stage are you at with your Account-Based
Marketing program?

6. Identify Your Target Accounts
Determine account profiles
• Industry, location, revenue, technology, named accounts
• Behavior, customer journey and target personas
• Review sales history in terms of revenue, profitability and
sales cycle
Correlate with strategic goals
• Regional expansion, market share growth, big brands,
competitors’ customers
#AdvABM

7. Discover & Map Effective Content
• Map assets and discover who consumes them
• Analyze target account behaviors
• Find content attracting accounts and personas
• Content automation
• A/B testing
• Auto-Tune
#AdvABM

8. Real-time Targeting & Personalization
• Identify Inbound prospects in real-time based on:
• Auto-engages segmented prospects with
personalized content or calls-to-action while on site
and in context, even if they are anonymous
#AdvABM

9. Case Study: Panaya

10. Case Study: Panaya

11. A/B Testing & Auto-Tune
• Optimize site content and
landing pages by A/B
testing different CTA’s per
targeted segment
• Auto-Tune feature will
identify and accelerate the
most effective CTA or
content
#AdvABM

12. LiveU: Sports Industry Segmentation

13. Content Recommendation Engine
• Asset discovery tracks all of your content assets (case
studies/WP, videos, blogs) and analyzes firmographics &
contextual aspects
• Recommendation engine auto-engages prospects with
relevant content assets based on predictive algorithms
(collaborative filtering)
• Based on Collaborative Filtering algorithms
#AdvABM

14. Big Data & Predictive Analytics
• Integrated with Hadoop to run collaborative filtering algorithms
(user-based and content-based)
• Providing a combination of real-time recommendations using
current interest with longer-term data (classification and building
neighborhoods)
• Power real-time recommendations
• Automated content newsletters
#AdvABM

15. Engagement Optimization
• Understand the core composition of your web visitors using
company, industry, size, revenue & location identification
• Detect which content, sources and key search terms are most
effective per target accounts
• Optimize PPC/Display/Social/Nurture campaign spend
• Amplify your best performing content through outbound
channels
#AdvABM

16. Targeted Advertisement
• Provide B2B ad serving to
attract target organizations by
serving actual ads and
content based on IP
• Leverage real-time
recommendation engine
• Learn from onsite
personalization performance
• Optimize paid media spend
with A/B, Auto-Tune and
machine-learning
#AdvABM

18. Live Poll
What is missing for your ABM Program to
be up and running?

19. 5 Steps to an ABM Strategy

20. New Trends in ABM
• Companies extending reach to top funnel to engage
target accounts earlier in the sales process
• Increased focus on Persona-based Marketing to
engage key decision makers
• Leveraging existing accounts for advocacy
• Content Automation and Learning
#AdvABM

21. Next Steps
• Accelerate your path to an ABM strategy
• Speak to an ABM expert to start the process
• www.insightera.com/abm-expert
• Connect with us: @insightera, mike@insightera.com
• Questions?