1. © 2016 Fair Isaac Corporation. Confidential.
This presentation is provided for the recipient only and cannot be reproduced or shared without Fair Isaac Corporation’s express consent.
The Nuts and Bolts
Account Based Marketing
David Fornelli
Head of Social Marketing, Digital Marketing Manager

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STEP
STEP
The 411
Account-based marketing (ABM), also known as key account marketing, is
a strategic approach to business marketing in which an organization
considers and communicates with individual prospect or customer
accounts as markets of one. Account based marketing is typically
employed in enterprise level sales organizations.
5 STEPS TO ACCOUNT-BASED MARKETING
The Nuts and Bolts
MANAGE
ENGAGE
MEASURE

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Account Identification Considerations

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Account Identification Tools
Account Data
• LinkedIn
• InsideView
• HooVers
• Dun & Bradstreet
• ReachForce
Account Scoring
• Leadspace
• MINTIGO
• Lattice
• EVERSRING
Niche Solutions
• BuiltWith
• Datanyze
• Ghostery
Leveraging the Right Tools for the Right Job

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Account Scoring Model
The Science Behind The Score

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Account Selection Process
Identify High-Value Accounts
Use predictive account score & rep
knowledge to select accounts
 Tiers for target accounts
 Accounts will be locked for 6
months

7. WHO TO TARGET CHECKLIST
7
Product Fit
Competitors’ Customers
Strategic Importance
Identify Decision Maker & Influencers

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DECISION MAKER STRATEGY EXAMPLE
Basic Campaign Flow
Goal – Identify the Decision Maker

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INFLUENCERS STRATEGY EXAMPLE
Basic Campaign Flow
Goal – Identify Influencers

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DEVELOP TARGETED & PERSONALIZED CAMPAIGNS

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Account Based Marketing Funnel Tactical Approach
Leverage different marketing tactics utilizing personalized, consistent messaging
 Opt-in
 Paid programs
 Social
 Events
 Web
 Direct mail / survey
 SDR’s
 Retargeting
 Seminars
 Roadshows
 Email
 Consultations
 SDRs
 Training
 Demos

14. © 2016 Fair Isaac Corporation. Confidential.
This presentation is provided for the recipient only and cannot be reproduced or shared without Fair Isaac Corporation’s express consent.
Thank You
David Fornelli
Account Based Marketing (ABM) Advisor