A one-page overview of various potential objectives and tactics for account based marketing. From intel gathering and awareness activity through to campaigning, sales engagement and advocacy.

1. ACCOUNT BASED MARKETING
An overview built from experiences running end-to-end annual programmes for organisations including Canon, Fujitsu, Oracle and Unisys. We execute end-to-end programmes, managing all activities
in house (from upfront planning, initial data gathering, account profiling and online monitoring through to senior executive telemarketing, campaign execution, bid support and ROI measurement).
PROCESS OVERVIEW
EXAMPLE ACTIVITIES
1
Create the strategic ABM framework
2
Planning workshop
3
Required research
4
Create plan
V
INTELLIGENCE
AWARENESS
Regular updates,
account microsites
and/or targeted
advertising
V
CAMPAIGNING
Individual-level
profiling and
data build
Company-level
research, profiling
and proposition
selection
V
Objectives, resources and process
Account workshops to define priority goals per
account and identify best potential activities
To fill intelligence gaps identified in phase two
Real-time monitoring,
with personalised
reaction pieces
Combining relevant elements from the planning
‘wheel’ (opposite) with existing wider activity
Execute
5
Personalisation of
existing corporate
activities
Re-use; mix-and-match channels; take the burden
away from the account team; regular reporting
against dashboards and action plans; keep on top of
the data; don’t always push the call to action!
6
Review
V
EXAMPLE CONTACT/ACTIVITY MATRIX
SALES
ENGAGEMENT
1-2-1 micro demand
generation campaigns
od ew
Supporting
customer events
and workshops
Specific bid
support and 121
meeting tools
M
degainaeS
sec vr sevird
OCT
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uC pU
evileD
hserf r
ht
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g
eF
elbixol
w
gnikrrp stsoob
aerC
– ytivit hw
ohc y
?2O eso
T
rofsnar
O •
yrots ru
•
aryaW
putting those CIOs who
empower change in the
driver’s seat. But the CIO’s
vitcudo
pu – yti
%03
rC
ytivitae
•
fsnarT
oitamro
T •
giB knih
sdnuf n
ohc y
otsuC
•
rofreP
ub 2O
si ssenis
uS
Video collaboration will gain a
tropp
firmer foothold in distributed
32 •
snoc m
sremuenterprises4with workforces
5 •
ub k increasingly mobile
that are0
sessenis
thgisnI
ecnam
gniworg
•
pa ruO
t hcaorp
o pleh o oc pu gninioj
asinagr
yb snoit ,snoitacinumm motsuc dna
,TI
.sre
elpoep
M •
ot gnivo
is sdraw
rfnI •
defiilpm
utcurtsa
taht ser ,gnikrow
troppus
a
retrams agne retteb dn
tnemeg
opportunity is about business
results enabled by technology –
not the technology itself. [1]
tworG
hw – h
?2O eso
etni rem
ecnegill
ioJ
pU den
•
and internationalnI that span
and
n
o
multiple v
noita time zones. Video
•
collaborationrwill become
ytiroi P
the medium of choice. [2]
In 2012, the top two IT/telecom
priorities were (A) implementing
or expanding network
security solutions (B)
B
m dliu
ytilibo
t otni
eroc eh
fo
b ruoy
reffiD
itaitne
w – no
hc yh
O esoo
?2
emphasis on technology is
ytiligA
ytiliboM
orP •
ytivitcud
•
balloC
noitaro
aM •
O ,egan
esimitp ofsnarT &
mr
egatireh
ruO •
iD
sec
e latig
neirepx
tigiD •
retni ,la
dna ten cirtnec atad
ssenisub
ssenisu
• Explore the cloud – public, private and hybrid
• Engage directly with customers through digital
marketing and two-way SMS services
• Improve information flows across your organisation
How can the
IT department
drive business
growth (with flat
budgets)?
Cloud collaboration is
taking off – these services
Reduce costs
without
impacting
quality
Create and use
business apps
Identify the best way to harness XaaS
aerC IaaS, PaaS) for my business
(SaaS,
wen et
troppo
seitinu
Make use of all
the technologies
supporting new
ways to work
How do I maximise
performance?
eliboM
e ram
gnitg rekotsuc sees
m
Achieve right-first-time
decision making
r
fo htwo
providing more mobility
enioJ
P pU d support for employees,
•
elpoe customers, and business partners.
orpmI
weN ev continue
fo syaw Both willorpmI • to top the list of
gnikrow
evoev
oc IT/telecom priorities in 2013. [2]
taroball tacinummoc
dna noi
noi
nE •
gnicnah
senisub
lpxE •
ytiliga s
c gnitio
emusno
rC •
noitasir
a gnitae
aniatsus
agro elb
noitasin
Innovate – yet manage security
and risk
Budgets are moving to
other departments yet
IT is still responsible
Deploy solutions that
are homogeneous across
whole organisations yet
customised locally
o Embrace consumerisation; manage and control it
deni• J
•
dnfi oT
aw wen otsuc
srem
oT •
vorpmiCEOs and other business execs
c dne e
e
remotsu dna ecneirepx see technology as crucial to
vird
their
oT •firm’s success – and for
ytlayol e
egagne
good reason. Virtually nothing
ffe erom
i oT •
ylevitce
evorpm a company does today takes
(
ecivres
f ,retteb
reviled
c ,retsa place without significant support
)repaeh
from computer technology. This
a fo sy
nitcartt
noitam
B
ssenisu
CIO: delivering globally
for business_
• Analyse the effectiveness of locationindependent working, BYOX*, presence,
workflow and collaboration tools and
adjust as your business evolves
remots
nwod
revo
O
tahW :2
r’eW
tigid a e W
e
civres la
nisub se od elpoep pleh
tiw ,sse
a hEnable workforce effectiveness htiW
rom
,su
na ni ,e
h elibom
enisub
Use mobility solutions s enable
.egatire fo eht fo • tuo d moc dna toess secure
.ecfi
itinum
transactions via tablets and smartphones
fl nac se
i hsiruo
igid a n
at
.dlrow l
The
challenges
How can digital
services enhance
business value?
Enhance the customer journey
through digital services
%05
Customers
increasingly engage
via mobile and social
How do your people actually do
their work?
“CIOs can prioritise their device and app investments
by walking a mile in employees’ shoes. Build a
very deep marketing understanding of who your
employees are and what they use technology for.
Start with a simple segmentation of employees’
mobile and application requirements, so you can
provision the right services on the right devices based
on business outcomes, not just on intuition.” [3]
How should we
respond to customers’,
suppliers’ and
employees’ changing
behaviours?
Employees demand
flexible working and BYOX*
What can we get
out of data?
Turn customer data into
actionable insight
Visualise data (including
Big Data) so other teams
can react profitably
Themes
Programme elements
B
C
Contact 1
Sold
Uncertain
Good target
No requirement
Good target
Contact 3
Uncertain
No requirement
Sold
Contact 4
No requirement
Good target
No requirement
Activity 2
Activity 3
Good target
Contact 2
Activity 1
V
ADVOCACY
From joint client
activity to advocacy/
relationship events
foster effective communication
by bringing together real time
communication such as voice,
chat, video, and presence with
persistent collaboration such
as groups, messaging, activity
streams, file editing/sharing,
blogs, wikis, etc. [4]
Through innovation, CIOs can
help their firms win in the
age of the customer
– with technology at the core
of competitive differentiation,
CIOs and business
technology organisations
are in a position to
empower innovation in
their firms. They can do this by
tracking emerging technologies
that support the firm’s strategic
business goals, focusing on
systems of engagement, and
concentrating rapid change at the
edge of the technology stack. [1]
[We will see] a surge in mobile
Internet traffic, inbound and
outbound. Cisco’s Visual
Networking Index (VNI)
forecasts compound annual
growth rates (CAGR) of 78%
during the next four
years for mobile data/
internet traffic. [2]
The role of the CIO – evolution
or revolution?
• Gather evidence to show cost-effectiveness
• Report stakeholder value to demonstrate the
contribution of IT
• Engage with customers as part of the customerfacing team
*BYOX: bring your own device, application, data or anything else to improve your work or personal business readiness
A
Provide consistent
access across
multiple channels
for enhanced
effectiveness