Account Based Marketing: Make Your CRM Payoff & Get Those Targeted Accounts

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This presentation focuses on how you can use effective targeting and the supporting data from your CRM system to improve opportunity qualification and accelerate the acquisition of targeted customers. Whether you are you are a pro at using your CRM platform, or are still trying to crack the code, this information is for you.

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Account Based Marketing: Make Your CRM Payoff & Get Those Targeted Accounts

  1. 1. (c) 1999-2014 The Slade Group and VisionEdge Marketing. Not for reproduction or redistribution without permission.
  2. 2. Improve Opportunity Creation & Accelerate Your Revenue You, like many companies, use a CRM platform. Perhaps you excel leveraging this tool. Or maybe you are still trying to crack the code. Either way, this information is for you. It focuses on how you can use effective targeting and the supporting data in your CRM system to improve opportunity qualification and accelerate acquiring targeted customers. (c) 1999-2014 The Slade Group and VisionEdge Marketing. Not for reproduction or redistribution without prior permission.
  3. 3. Key Actions!         Deploy Best Practices. Be Customer Centric. Align Around the Customer Buying Process. Develop an Actionable Opportunity Scoring Model. Identify Your Opportunities. Tell Your Story. Customize Your Messaging. Set Your Metrics, Measure and Report. (c) 1999-2014 The Slade Group and VisionEdge Marketing. Not for reproduction or redistribution without permission.
  4. 4.     Use a customer-centric as you deploy a targeted opportunity management process. Develop a unique scoring model around the customer’s buying process. Prepare and use a decision process that allows Marketing and Sales to work in sync to accelerate revenue generation. Develop the resources needed to deliver offerings and protect your value stream. (c) 1999-2014 The Slade Group and VisionEdge Marketing. Not for reproduction or redistribution without permission.
  5. 5. Can you answer these questions about your customers?          Who are they (psychographic, demographic, persona)? How can they be segmented (needs based ideally)? Quantity in each segment? What, when and why? How do they buy? Who does the buying? Who is the influencer? What triggers the buying process? What are their criteria? (c) 1999-2014 The Slade Group and VisionEdge Marketing. Not for reproduction or redistribution without permission.
  6. 6. Six behaviorallybased stages in the journey . . . Contact  Connection  Conversation  Consideration  Consumption  Communication  (c) 1999-2014 The Slade Group and VisionEdge Marketing. Not for reproduction or redistribution without permission.
  7. 7.  Aligning around the buying journey Reduces ambiguity – behavior is observable and measurable.  Clarifies what is a qualified opportunity.  Defines where the stages are in the process and who owns them.  (c) 1999-2014 The Slade Group and VisionEdge Marketing. Not for reproduction or redistribution without permission.
  8. 8.    Build a scoring model around fit AND behavior. Determine when an opportunity is sales worthy AND ready. Decide how to pass the baton and log it into the CRM system. (c) 1999-2014 The Slade Group and VisionEdge Marketing. Not for reproduction or redistribution without permission.
  9. 9.  Use your scoring model to: Create agreement between Marketing and Sales on best opportunity characteristics and identify key account characteristics.  Gain clarity on who & where targeted accounts are.  Describe your major accounts in psychographic terms.  Project and forecast the value of these accounts so you can align human capital and financial assets to attract and capture these buyers.   Use your CRM data to map locations, channels and lead nurturing path to meet these buyers. (c) 1999-2014 The Slade Group and VisionEdge Marketing. Not for reproduction or redistribution without permission.
  10. 10.   Build content, touch points and channels that drive conversion across the Six C’s With your story . . .      Show how you create and sustain trust. Demonstrate your competence. Let others validate. Make your prospects the hero! Show how you can exceed their needs. Keep it real. (c) 1999-2014 The Slade Group and VisionEdge Marketing. Not for reproduction or redistribution without permission.
  11. 11.       Speak to customer needs and interests Deliver value Entertain Inform Give hope Fit your language to their hearing (c) 1999-2014 The Slade Group and VisionEdge Marketing. Not for reproduction or redistribution without permission.
  12. 12.      Start with relevant content. Deliver your messages where and how it matters to the customer. Reach out to influencers who buyers respect. Devote enough dollars to “appear to be there even when you’re not” in that channel. Check with the market to affirm its perspective . . . often enough but not too much. (c) 1999-2014 The Slade Group and VisionEdge Marketing. Not for reproduction or redistribution without permission.
  13. 13.       Set common metrics and performance targets. Use a tracking device outside the normal CRM process for targeted accounts. Use benchmarks to establish your targets. Track your target’s progress along the buying journey. Have a plan for dormant or “indecisive” prospects. Measure, monitor and report. (c) 1999-2014 The Slade Group and VisionEdge Marketing. Not for reproduction or redistribution without permission.
  14. 14.      Marketing needs to understand the quantity, quality, value, velocity, conversion and win rate of marketing-generated opportunities. Sales and the account team will understand, own and track all assets associated with account nurturing. You can ask for help on handling change, distractions or other “change agents”. Collaborate on how to convert a new customer into a sustainable relationship. Make the effort to plan the details of the customer experience at the start! (c) 1999-2014 The Slade Group and VisionEdge Marketing. Not for reproduction or redistribution without permission.
  15. 15. How do you know if it’s working? Watch for these indicators:  Improved:  Best Practices Sharing  Forecast Accuracy  Communications  Win Rate  Increased:  Revenues  Margins  Reduced:  Admin Burden  New Rep Ramp-up Time  Sell Cycle (c) 1999-2014 The Slade Group and VisionEdge Marketing. Not for reproduction or redistribution without permission.
  16. 16.     Celebrate your wins! Learn from your losses. Use wins and losses to drive insights and improve. Create! Yes that’s right. It’s vital to segment time for both marketing and sales to create new differentiators and testimonials. (c) 1999-2014 The Slade Group and VisionEdge Marketing. Not for reproduction or redistribution without permission.
  17. 17. Since 1999 Laura and the VisionEdge Marketing team has helped marketers improve and prove the value of marketing. By leveraging VisionEdge Marketing’s expertise in data, analytics, metrics and process, marketing leaders and their teams are able to accelerate revenue, make marketing more relevant to the C-Suite, measure their contribution and impact to the business and transform marketing into a center of excellence. LAURA PATTERSON Founder & CEO, VisionEdge Marketing Free white paper in Resources section at www.visionedgemarketing.com“Don’t Waste Your Bullets”. We drive the concept-to-execution processes that create and sustain long-term value through integrated marketing strategies for companies operating in regional, national and global markets. This involves not only complex project management success, but also direction of diverse technical and creative talents and teams. We have developed and use a superb model for C-leaders to direct success through all their growth stages. Ask and it’s yours. JOE SLADE Founder & CEO, The Slade Group (c) 1999-2014 The Slade Group and VisionEdge Marketing. Not for reproduction or redistribution without permission.

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