SlideShare a Scribd company logo
©TechTarget 1
The Next Evolution
of Account-Based
Marketing
©TechTarget 2
53%
of B2B firms are
more focused on
ABM this year
versus last
ABM isn’t new…so why all the hype?
Businesses are
focused on return
on marketing
investment –
now more than
ever
Opportunity for
better sales &
marketing
alignment
Technology to
support ABM
scale is maturing
Done well, ABM
drives out waste
and improves ROI
©TechTarget 3
But there are many reasons ABM may fail to live up to
expectations
• Flaws in identifying the right accounts leads
ABM down the wrong path
• Short-term focus on lists and lead gen
results in list burnout
• Misaligned messaging and content that fails
to resonate
• ABM perceived as a risky bet that doesn’t
yield promised results
• Target only accounts that have a propensity
to buy from you
• Ability to monitor changes in acct activity
and engagement over time
• Personalized content that yields increased
conversion rates
• Efficient marketing that spends less to
generate higher ROI
The Promise of ABM The Pitfalls of ABM
©TechTarget 4
Goal
Lead-Based
Marketing (LBM)
Account-Based
Marketing (ABM)
Primary target People Accounts
Focus Volume Quality
Approach Funnel Land & Expand
Initiative Marketing Sales & Marketing
Timeframe
Campaign-based,
short term
Continuous,
long term
Demand marketing requires
access to multiple buying
team members
LBM identifies individuals with
interest, but falls short when they
can’t be mapped to an account
opportunity
ABM targets buying units, but is
useless without an accurate
understanding of who’s involved in
the purchase
ABM and LBM: Different approaches to the same goal
©TechTarget 5
Successful ABM is a marriage between Account
Discovery and Account Marketing
Account Discovery
Quality over quantity
“We’re focusing on not only the
lead but really the account as a
whole. It’s a much more laser-
focused approach that
eliminates a lot of waste.”
Justin Gray
CEO
LeadMD
Account Marketing
Not just leads…opportunities
“Marketers need to base plans
on actual insights about actual
accounts and the actual people
in them. That’s a dramatic
change and it will be the hardest
thing in ABM.”
Megan Heuer
VP and Group Director
SiriusDecisions
©TechTarget 6
The 6 Critical Success Factors of ABM
Personalize content
and promotions
Generate consideration
and demand
Measure, adjust
and evolve
Discovery
Marketing
Identify accounts
most likely to buy
Discover contacts
on the buying team
Create account insights
and prioritization
©TechTarget 7
Identify accounts
most likely to buy
Discover contacts
on the buying team
Create account insights
and prioritization
TechTarget ABM Exposes known contacts at known
accounts with known activity
300K
Active Prospects with buyer-
supplied, validated demographic
and firmagraphic data, monitored
weekly for purchase activity
100K
accounts actively monitored and
re-ranked weekly across 300 IT
segments
150M
annual inbound IT buyers from
enterprise accounts to 140
TechTarget sites; 90% direct via
Organic Search
Discovery
©TechTarget 8
TechTarget’s one-stop shop efficiently drives ABM
pipeline
Continuously
updated insight into account
fluctuations, new contacts and your
progress influencing them
Surround
the named acct buying team via
Active Prospects, Leads, Qualified
Sales Opportunities and account-
targeted banners
3-6x
higher CTRs due to activity-based
audience targeting in outbound
promotions delivered by TechTarget
Marketing
Personalize content
and promotions
Generate consideration
and demand
Measure, adjust
and evolve
©TechTarget 9
• Align marketing & sales success metrics for
ABM. Emphasis on account influence &
engagement versus volume
• Leverage tools to prioritize optimal time to
market your solutions to priority accounts –
when they are in market
• Personalize messaging to emphasize
account pain points
• Influence multiple buying team stakeholders
• Monitor & optimize
4 Key Takeaways to Create a Successful ABM Strategy
©TechTarget 10
Learn more:
Account Based Marketing and our ABM Solution
InstantABM@techtarget.com
©TechTarget 11
Thank you.

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The Next Evolution of Account-Based Marketing

  • 1. ©TechTarget 1 The Next Evolution of Account-Based Marketing
  • 2. ©TechTarget 2 53% of B2B firms are more focused on ABM this year versus last ABM isn’t new…so why all the hype? Businesses are focused on return on marketing investment – now more than ever Opportunity for better sales & marketing alignment Technology to support ABM scale is maturing Done well, ABM drives out waste and improves ROI
  • 3. ©TechTarget 3 But there are many reasons ABM may fail to live up to expectations • Flaws in identifying the right accounts leads ABM down the wrong path • Short-term focus on lists and lead gen results in list burnout • Misaligned messaging and content that fails to resonate • ABM perceived as a risky bet that doesn’t yield promised results • Target only accounts that have a propensity to buy from you • Ability to monitor changes in acct activity and engagement over time • Personalized content that yields increased conversion rates • Efficient marketing that spends less to generate higher ROI The Promise of ABM The Pitfalls of ABM
  • 4. ©TechTarget 4 Goal Lead-Based Marketing (LBM) Account-Based Marketing (ABM) Primary target People Accounts Focus Volume Quality Approach Funnel Land & Expand Initiative Marketing Sales & Marketing Timeframe Campaign-based, short term Continuous, long term Demand marketing requires access to multiple buying team members LBM identifies individuals with interest, but falls short when they can’t be mapped to an account opportunity ABM targets buying units, but is useless without an accurate understanding of who’s involved in the purchase ABM and LBM: Different approaches to the same goal
  • 5. ©TechTarget 5 Successful ABM is a marriage between Account Discovery and Account Marketing Account Discovery Quality over quantity “We’re focusing on not only the lead but really the account as a whole. It’s a much more laser- focused approach that eliminates a lot of waste.” Justin Gray CEO LeadMD Account Marketing Not just leads…opportunities “Marketers need to base plans on actual insights about actual accounts and the actual people in them. That’s a dramatic change and it will be the hardest thing in ABM.” Megan Heuer VP and Group Director SiriusDecisions
  • 6. ©TechTarget 6 The 6 Critical Success Factors of ABM Personalize content and promotions Generate consideration and demand Measure, adjust and evolve Discovery Marketing Identify accounts most likely to buy Discover contacts on the buying team Create account insights and prioritization
  • 7. ©TechTarget 7 Identify accounts most likely to buy Discover contacts on the buying team Create account insights and prioritization TechTarget ABM Exposes known contacts at known accounts with known activity 300K Active Prospects with buyer- supplied, validated demographic and firmagraphic data, monitored weekly for purchase activity 100K accounts actively monitored and re-ranked weekly across 300 IT segments 150M annual inbound IT buyers from enterprise accounts to 140 TechTarget sites; 90% direct via Organic Search Discovery
  • 8. ©TechTarget 8 TechTarget’s one-stop shop efficiently drives ABM pipeline Continuously updated insight into account fluctuations, new contacts and your progress influencing them Surround the named acct buying team via Active Prospects, Leads, Qualified Sales Opportunities and account- targeted banners 3-6x higher CTRs due to activity-based audience targeting in outbound promotions delivered by TechTarget Marketing Personalize content and promotions Generate consideration and demand Measure, adjust and evolve
  • 9. ©TechTarget 9 • Align marketing & sales success metrics for ABM. Emphasis on account influence & engagement versus volume • Leverage tools to prioritize optimal time to market your solutions to priority accounts – when they are in market • Personalize messaging to emphasize account pain points • Influence multiple buying team stakeholders • Monitor & optimize 4 Key Takeaways to Create a Successful ABM Strategy
  • 10. ©TechTarget 10 Learn more: Account Based Marketing and our ABM Solution InstantABM@techtarget.com