This document provides information about an upcoming webinar on maximizing account-based marketing (ABM). The webinar will be presented by Jeff Marcoux and moderated by Hannah Flynn. It provides instructions for connecting to the audio of the webinar using a computer or telephone. Brief biographies of the presenters are also included, along with details about the webinar topics, a poll, and information on where to find the presenters after the webinar.

1. Maximize Your ABM
Jeff Marcoux Hannah Flynn
With: Moderated by:
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Webinar will begin:
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Access Code: 232-947-765
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2. 2
Click on the Questions panel to
interact with the presenters

3. About Jeff Marcoux
A marketing-growth hacker, CX evangelist and MarTech expert, Jeff Marcoux brings entrepreneurial innovation to a
big-tech world. With an emphasis on customer experience and digital transformation, he provides marketing
approaches and strategies that help companies understand where they are today, where they want to go and how
they'll get there.
Jeff combines a passion for technology with a talent for storytelling, backing marketing insights with behavioral science
and research. A results-driven leader, he focuses on meaningful ROI metrics that integrate both marketing and sales
data, providing a holistic view of how marketing impacts demand generation.
About Hannah Flynn
Hannah went to The University of Chicago, where she majored in Environmental Studies with a concentration in
Economics and Policy. She now works with Aggregage on social media strategy and webinar production on sites such as
Product Management Today, B2B Marketing Zone, Supply Chain Brief.

4. Maximize your ABM:
From Skunkworks to Platinum Stack
Jeff Marcoux

5. Jeff Marcoux
• Former CMO Lead, WW Enterprise Microsoft
• VP Product Strategy & Marketing, TTEC
• Marketing Professor
• UC Irvine
• Oregon State University
• Industry Speaker: SXSW, B2BMX,
SiriusDecisions, Microsoft, Drive

6. ©2017 TeleTech. Confidential and Proprietary.6
Introduction to TTEC

7. ©2017 TeleTech. Confidential and Proprietary.7
“The last best experience that anyone has
anywhere, becomes the minimum expectation
for the experience they want everywhere.”
IBM’s Bridget van Kranlinge

8. TTEC Digital TTEC Engage
+
Humanify™ Technology Platforms
Humanify™ Insights Platform
Humanify™ Unified Methodology
CX
Consulting
Technology Care Growth Trust +
Safety
We’ve built our business with CX at the core
8

9. Poll: What is your experience with ABM
1. What is ABM?
2. We are just starting to tinker and test
3. We have a strategy and some technology
4. It is working for us but there is room for improvement
5. We are the AMB wizards

10. ©2017 TeleTech. Confidential and Proprietary.10
TTEC’s Approach to ABM:
Lifecycle Account-Based
Execution

11. @sangramvajre
What is Account-Based Marketing?

12. 12
Demand ExpansionPipeline Acceleration Loyalty & Retention
Executing Lifecycle Account-Based Marketing
ENGAGE
FIT

13. Who Should We
Market To?

14. Total Addressable Market
Not a good fit Fit Engaged
Find through
Inbound/
Outbound
Those you don’t
know about
Competitors’
customers
Your
customers
ABM with Intent
Detection
Advertising
Events
Email
Etc.
Loyalty
Education
Expansion
Dissatisfaction
Value
ABM
Big Fish
Targeted ABM
Predictive Lead Gen
ABM
Advertising
Events
Email
Etc.
Actively
Looking
@JeffMarcoux

15. Getting Started with ABM Skunkworks
• Tech Stack: phone, excel, email, LinkedIn (free
version)
• Team: Sales, SDRs
• Strategy: Weekly meeting to discuss target
accounts
• Reporting: Activity against accounts (calls,
emails), meetings with target accounts,
opportunities with target accounts, closed-won
against target accounts
@JeffMarcoux

16. Expanding ABM to Marketing (Better)
• Tech Stack: phone, excel, email, LinkedIn (free
version), marketing automation system, direct mail
• Team: Marketing, Sales, SDRs
• Strategy: Weekly meeting to discuss target
accounts
• Reporting: Activity against accounts (calls,
emails), meetings with target accounts,
opportunities with target accounts, closed-won
against target accounts, engagement with target
accounts
@JeffMarcoux

17. Taking the Leap: ABM as a GTM (Best)
• Tech Stack: phone, excel, email, LinkedIn (free
version), marketing automation system, direct mail,
sales acceleration, sales intelligence, marketing
intelligence, intent, target ads
• Team: Executives, Marketing, Sales, SDRs,
Finance
• Strategy: Weekly meeting to discuss target
accounts
• Reporting: Activity against accounts (calls,
emails), meetings with target accounts,
opportunities with target accounts, closed-won
against target accounts, engagement with target
accounts, ad impressions, engagement with target
accounts, direct mails to target accounts
@JeffMarcoux

18. ©2017 TeleTech. Confidential and Proprietary.18
Poll: where is your stack
1. Just the basics
2. We have some tools
3. We have made the investment into predictive analytics
4. We have the platinum stack

19. Type Program Effort Tier 1 Tier 2 Tier 3
Online IP Based Ads Medium Yes Yes No
Landing Page
Personalization
High Yes No No
Small Group Demos Medium Yes Yes No
Direct
Mail
High end dimensional
direct mail
High Yes Yes No
Swag direct mail Low Yes Yes Yes
Events Tradeshows Medium Yes Yes Yes
Executive Dinners High Yes No Yes
Lunch & Learns Medium Yes Yes No
Road Show High Yes Yes Yes
Sample: Map Your Tactics

20. The Rise (and buzz) of ABEM
• Planned
• Existing Account Expansion
• Opportunistic
• Pipeline Acceleration
• Predictive Lead Generation
– Intent
– Look-a-like Models
KEEP CALM
AND
TRY ABE
@JeffMarcoux

22. Product Name
Buying Decision Stage
Loosen Status
Quo
Commit to
Change
Explore Possible
Solutions
Commit to a
Solution
Justify the
Decision
Make the
Selection
PersonaB
Interaction
Non-Human
Human
Content
Asset Type
Delivery
Channel
Buying Phase Education Solution Selection
Asset Type
Suggestions
- Analyst Report
- Industry Article (3rd party)
- Industry Article (Vendor)
- Case Study
- Sales Intro Presentation
- Interactive brochure/webpage
- Promotional Video
- Sales demo presentation
- Blog post
- Discovery findings document
- Sales intro presentation
- Industry articles (3rd party)
- Demo
- Sales demo presentation
- Case study
- Sales proposal presentation
- RFP response
- Static brochure/sales sheet
- Industry articles (vendor)
- Contract
- Proposal
- Sales proposal presentation
- Industry articles/publications (vendor)
- Sales demo presentation
- Analyst report
- Demo
- Personal email
- Sales intro presentation
- RFP response

23. The Formula for Operationalizing ABM
FIT
INTENT
ENGAGEMENT
EXECUTE
Fit + Intent +
Engagement
is the secret formula for
#ABM
@JeffMarcoux @Mattya56 @CharlesCrnoevich #FlipMyFunnel

24. Total Addressable Market
Not a good fit Fit Engaged
Find through
Inbound/
Outbound
Those you don’t
know about
Competitors’
customers
Your
customers
ABM with Intent
Detection
Advertising
Events
Email
Etc.
Loyalty
Education
Expansion
Dissatisfaction
Value
ABM
Big Fish
Targeted ABM
Predictive Lead Gen
ABM
Advertising
Events
Email
Etc.
Actively
Looking
@JeffMarcoux

25. Where to Find Me
Jeff Marcoux
TTEC
VP of Product Strategy & Marketing
jeff.marcoux@ttec.com
@JeffMarcoux

26. 26
Q&A
VP Product Strategy & Marketing, TTEC
Linkedin page: in/jeffmarcoux
Twitter ID: @jeffmarcoux
Website: ttec.com
Site Editor, B2B Marketing Zone
Linkedin page: in/hannahmichaelflynn/
Twitter ID: @b2bmarketingz
Website: b2bmarketingzone.com
Jeff Marcoux
With:
Hannah Flynn
Moderated by:
www.b2bmarketingzone.com/webinar-series/trends-in-b2b-
marketing

27. THANK YOU!
@TwitterHandle