This document provides an overview of account-based marketing (ABM) strategies and tactics. It discusses: 1) The benefits that B2B marketers have seen from practicing ABM, such as higher response and engagement rates from target accounts. 2) The basic framework for ABM involving segmentation, targeting, and connection with accounts. 3) A three-tiered approach to selecting and targeting the right accounts, and using firmographics, market insights, and technographics to define the ideal customer profile and build target lists. 4) Tactics for engaging accounts, including personalized email, social media posts, retargeting, and feeding leads into ongoing nurturing campaigns.

1. B-School Meets Real World:
Your Account-Based Marketing Playbook
Joe Granda | VP Business Development, Common Goal Systems
joe.granda.wg93@wharton.upenn.edu

2. • B2B marketers currently practicing ABM:
83%
• Response rates from ABM accounts: 47%
• Online activity from ABM accounts: 39%
• More pipeline opportunities: 66%

3. ABM is the evolution in lead generation
Objective Rationale
Optimize strategic target lists Ensure sales team focuses on the right
accounts
Improve account acquisition effectiveness Increase number of new strategic accounts
while speeding up sales cycle
Make it repeatable for new and current
staff with an executable plan
Strategic
3

4. Get Back to the Basics
4
Account-Based Marketing
Segmentation Targeting Connection

5. Forrester’s framework for ABM success
5
Account-Based Marketing

6. Target Account Tiers
6
Select and Target
TIER 1
10s of Accounts
TIER 2
100s of Accounts
TIER 3
1000s of Accounts

7. Define Ideal Customer Profile to build lists
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Select and Target
Firmographics
• Revenue
• Geography
• Title
• Management
Structure
• Age of Firm
Market Insights
• Change in
Leadership
• Company Growth
• M&A
• Product
• Regulatory
• Innovation Initiatives
Technographics
• Key industry tech
• Digitization
• IoT
• AI

8. Research the company and industry to
personalize
• Website
• PitchBook / CrunchBase / SEC Edgar
• Industry / Association Sources
• Company intel sources with alerts
• https://app.crayon.co/insight-feed/
• https://www.owler.com
• LinkedIn and other social media for seeing
contacts activities
8
Gather Insights

9. Create a table for each company with four
blurbs about each to be used in campaign
Company Blurbs
Company 1 Blurb 1
Blurb 2
Blurb 3
Blurb 4
Company 2 Blurb 1
Blurb 2
Blurb 3
Blurb 4
Etc.
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Insights
Blurbs are interesting facts from the insight research that can be used in each e-mail

10. Create interesting content fast
• Infographics
• Slideshare
• Blogs
• Reference Case Studies
• Videos including personalized
10
Content

11. ABM touch point tactics to engage targets
Tactic Description
e-mail Personalize email sent weekly for four consecutive weeks. Must contain personal detail
about their firm as well as industry. Choose 3-5 individuals per account.
Social Media Post e-mail content going to gated landing page to capture individuals in related area.
May post after e-mail to avoid execution bottleneck and increase chances of someone
seeing same message.
Retargeting Uses ip-addresses to identify target accounts as they search the internet. When these
accounts visit a site in the network of properties that host advertisements, they are
served the advertisement. Use the gated landing pages from above.
11
Engage
Feed into industry specific nurturing campaigns after ABM; either monthly drip or triggered or both

12. Possible ABM tools
Selection Contacts Insights Content Engagement Orchestration
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Marketing Technology
Measurement & Analytics