Workshop B2B Marketing Forum 2017: Account Based Marketing - Getting started!

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Get started with Account Based Marketing today! The basics for ABM are those sales processes that are long and complex and involve a lot of stakeholders. The bigger the deal the more change management is needed, and the harder it is for sales to get access to the stakeholders with his or her message.

Marketing

EXPERIENCES FROM VENDEMORES +150 FORTUNE
2000 CLIENTS AND HOW WE SET IT UP AT CLIMEON
CARL BERGLUND - HEAD OF SALES (STEEL INDUSTRY) AT CLIMEON
FORMER SALES DIRECTOR/GLOBAL ACCOUNT MANAGER AT VENDEMORE
ABM TO TURN CLIMATE CHANGE AROUND?
carl.berglund@climeon.com
@cberglundABM

Climeon
World leader in converting low temperature waste heat into electricity
ABM WORKSHOP
Goals:
1. Determine if ABM is for you…or not
2. If yes…where shall you start?

carl.berglund@climeon.com
@cberglundABM
Agenda
Part 1: Is ABM for you?
Part 2: When to use Account Based Marketing?
Part 3: How to get started?
Part 4: Account Based Marketing - Organization and management
Part 5: Messaging and content
Part 6: KPIs
Part 7: How to go from good to great in ABM?

carl.berglund@climeon.com
@cberglundABM
1. Is ABM for you?

carl.berglund@climeon.com
@cberglundABM
Challenge: How do you reach all the people that make or influence the decision?
How many people influence the decision? How many people know of you?
How many people have you met?
How many people know what you stand for? How many people believe you are the best?
How many people will favour you?
LACK OF ACCESS

carl.berglund@climeon.com
@cberglundABM
• 50+ stakeholders
• 1,000,000 EURO +
• Change process
• Few stakeholders
• Many deals
• Small deals
Is ABM for you?

carl.berglund@climeon.com
@cberglundABM
€
Clients
Potential revenue
Existing revenue
Similar clients
Top
25
Next
50
Next
100
Sales resources
ABM – Named accounts
B2B General marketing
Where to use Account Based Marketing?

carl.berglund@climeon.com
@cberglundABM
1. How many customers do you have in total?
2. How many of those customers represents 80% of the revenue?
Is ABM for you?

carl.berglund@climeon.com
@cberglundABM
1. How penetrated are your top accounts?
1. % of your products/services they have bought?
2. % of potential users?
3. % of all possible regions/countries
2. What would the difference be (in revenue) if the top accounts
went from buying 20% of our portfolio to 40% (per account)?
Is ABM for you?

carl.berglund@climeon.com
@cberglundABM
3 types of ABM

carl.berglund@climeon.com
@cberglundABM
1. Strategic ABM
2. Industry Specific ABM
3. List Based Marketing
3 types of ABM

carl.berglund@climeon.com
@cberglundABM
2. When to use ABM?

carl.berglund@climeon.com
@cberglundABM
Demand generation
Named
accounts
21
Lead Nurturing
MQL/Sign
ups
Demand generation
Named accounts
Sale/Land
3 4
Acceleration Contract
SQL/Accepted
by sales
Pipeline
acceleration
5
Exploitation
Sale/Expand
Cross selling
&
Framework agreements
Defence
6
Lost
Renewals
&
Competition
New Clients Existing Clients
When to use ABM?

carl.berglund@climeon.com
@cberglundABM
3. How to get started with ABM?

carl.berglund@climeon.com
@cberglundABM
1. 1-2 top sales people: Who are they in your organization?
2. Which are the top 2-3 offerings that can drive a substantial revenue increase
with the 1-2 top sales people’s top customers?
3. What articles, videos, reference cases, white papers do you have that can help
drive awareness and trust around the additional offerings?
4. How would you blend Account Based…
1. Advertising (Vendemore or similar)
2. Targeted sponsored posts on LinkedIn and/or Twitter and/or Facebook
3. Letters, emails and InMails
How to get started with ABM?

carl.berglund@climeon.com
@cberglundABM
Not covered today?

carl.berglund@climeon.com
@cberglundABM
But remember…
1. Start small
2. Make sure to align with sales
3. Improve, change and grow

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1. EXPERIENCES FROM VENDEMORES +150 FORTUNE 2000 CLIENTS AND HOW WE SET IT UP AT CLIMEON CARL BERGLUND - HEAD OF SALES (STEEL INDUSTRY) AT CLIMEON FORMER SALES DIRECTOR/GLOBAL ACCOUNT MANAGER AT VENDEMORE ABM TO TURN CLIMATE CHANGE AROUND? carl.berglund@climeon.com @cberglundABM

2. Climeon World leader in converting low temperature waste heat into electricity ABM WORKSHOP Goals: 1. Determine if ABM is for you…or not 2. If yes…where shall you start?

3. carl.berglund@climeon.com @cberglundABM Agenda Part 1: Is ABM for you? Part 2: When to use Account Based Marketing? Part 3: How to get started? Part 4: Account Based Marketing - Organization and management Part 5: Messaging and content Part 6: KPIs Part 7: How to go from good to great in ABM?

4. carl.berglund@climeon.com @cberglundABM 1. Is ABM for you?

5. carl.berglund@climeon.com @cberglundABM Challenge: How do you reach all the people that make or influence the decision? How many people influence the decision? How many people know of you? How many people have you met? How many people know what you stand for? How many people believe you are the best? How many people will favour you? LACK OF ACCESS

6. carl.berglund@climeon.com @cberglundABM • 50+ stakeholders • 1,000,000 EURO + • Change process • Few stakeholders • Many deals • Small deals Is ABM for you?

7. carl.berglund@climeon.com @cberglundABM € Clients Potential revenue Existing revenue Similar clients Top 25 Next 50 Next 100 Sales resources ABM – Named accounts B2B General marketing Where to use Account Based Marketing?

8. carl.berglund@climeon.com @cberglundABM 1. How many customers do you have in total? 2. How many of those customers represents 80% of the revenue? Is ABM for you?

9. carl.berglund@climeon.com @cberglundABM 1. How penetrated are your top accounts? 1. % of your products/services they have bought? 2. % of potential users? 3. % of all possible regions/countries 2. What would the difference be (in revenue) if the top accounts went from buying 20% of our portfolio to 40% (per account)? Is ABM for you?

10. carl.berglund@climeon.com @cberglundABM 3 types of ABM

11. carl.berglund@climeon.com @cberglundABM 1. Strategic ABM 2. Industry Specific ABM 3. List Based Marketing 3 types of ABM

12. carl.berglund@climeon.com @cberglundABM 2. When to use ABM?

13. carl.berglund@climeon.com @cberglundABM Demand generation Named accounts 21 Lead Nurturing MQL/Sign ups Demand generation Named accounts Sale/Land 3 4 Acceleration Contract SQL/Accepted by sales Pipeline acceleration 5 Exploitation Sale/Expand Cross selling & Framework agreements Defence 6 Lost Renewals & Competition New Clients Existing Clients When to use ABM?

14. carl.berglund@climeon.com @cberglundABM 3. How to get started with ABM?

15. carl.berglund@climeon.com @cberglundABM 1. 1-2 top sales people: Who are they in your organization? 2. Which are the top 2-3 offerings that can drive a substantial revenue increase with the 1-2 top sales people’s top customers? 3. What articles, videos, reference cases, white papers do you have that can help drive awareness and trust around the additional offerings? 4. How would you blend Account Based… 1. Advertising (Vendemore or similar) 2. Targeted sponsored posts on LinkedIn and/or Twitter and/or Facebook 3. Letters, emails and InMails How to get started with ABM?

16. carl.berglund@climeon.com @cberglundABM Not covered today?

17. carl.berglund@climeon.com @cberglundABM Agenda Part 1: Is ABM for you? Part 2: When to use Account Based Marketing? Part 3: How to get started? Part 4: Account Based Marketing - Organization and management Part 5: Messaging and content Part 6: KPIs Part 7: How to go from good to great in ABM?

18. carl.berglund@climeon.com @cberglundABM But remember… 1. Start small 2. Make sure to align with sales 3. Improve, change and grow

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