If you're thinking of deploying Account Based Marketing or ABM within your business, then we've got 5 key points that you need to think about before going ahead. If you'd like to watch a recording of this webinar where we talk through each point in more detail, then click here: http://info.lbdga.com/Webinar---20072016_Registration-Page.html

1. MARKETING BRIEFS
ABM
&
the
Chamber
of
Marketing
Secrets

2. SPEAKER
BIO
HELEN
BARLOW
CLIENT
SUCCESS
DIRECTOR
Dedicated,
experienced
practitioner
of
B2B
Demand
Generation
solutions,
using
Inbound
Marketing,
Content
Marketing
and
both
Established
and
Evolving
Marketing
Technologies
to
drive
global
sales
revenues.
I
support
clients
to
drive,
design
and
implement
strategic
change
and
enablement
across
the
whole
buyer
journey.

3. SPEAKER
BIO
GREG
DORBAN
HEAD
OF
INBOUND
MARKETING
Responsibility
to
our
business
and
clients
for
filling
the
top
of
the
funnel
across
the
full
range
of
Inbound
Marketing
channels
including
Search,
Pay-­‐Per-­‐Click,
Display
Advertising
and
Social
Media
through
to
conversion
optimisation
and
user
experience.

4. Marketing
Briefs
Webinar
Series
• LBDGA
are
running
a
series
of
30
minute
webinars
every
2
weeks.
• Short,
focused
and
free
of
Marketing
jargon.
• Upcoming
webinars:
• Nurture
Strategy
on
3rd August
• Social
Selling
on
14th September
• Gating/Form
Strategy
on
28th September
• Interested
in
any
of
the
upcoming
topics?
Email
DemandMore@lbdga.com

5. AGENDA
What
we’ll
be
covering
today:
1. What
does
ABM
actually
mean?
2. The
4
different
types
of
ABM
3. How
you’re
already
delivering
ABM
4. How
to
identify
which
model
of
ABM
to
adopt
5. The
Tech
Shopping
list
that
you
need
for
ABM

6. If
it
is
then
you’re
in
the
right
place!

7. 1.
What
does
Account
Based
Marketing
actually
mean?
• Account
Based
Marketing
is
probably
the
hottest
topic
in
Marketing
right
now.
• There
are
nearly
18
searches
relating
to
ABM
or
Account
Based
Marketing
every
10
minutes.
• But
the
question
is,
what
does
it
actually
mean?

8. 1.
What
does
ABM
actually
mean?
Having
to
find
the
cash
to
invest
in
new
technology
Let’s
start
with
what
it’s
not…
Needing
to
create
lots
of
new
content
Overhauling
everything
to
focus
on
‘The
One’

9. ABM
is
the
process
of
aligning marketing
activity,
strategy
and
execution
with
target account
types
or
groups
to
drive revenue
growth
1.
What
does
ABM
actually
mean?

10. 2.
The
4
different
types
of
ABM
• All
good
things
come
in
sets
of
4:
• The
Seasons
• Playing
card
suits
• The
Beatles
• Calling
birds
• And
ABM…
• So
what
are
they?

11. 2.
The
4
different
types
of
ABM
Industry/Sector
Any
number
of
new
or
existing
accounts
in
the
same
vertical/sector
Named
Account
Moderate
or
large
number
of
defined,
existing
or
targeted
accounts
Customer
Lifecycle
Moderate
or
large
number
of
existing
customer
that
receive
differentiated
outreach
Large
Account
Very
small
number
of
large,
existing
or
targeted
accounts

12. 3.
How
you’re
already
delivering
ABM
in
your
business
Why
are
we
not
adopting
Account
Based
Marketing?
3.
How
LBDGA
helped
me
earn
brownie
points
with
my
boss

13. 3.
How
you’re
already
delivering
ABM
in
your
business1. You’re marketing to
an existing database
that is segmented
2. Your business has a
Sales team trained to
win specific accounts
3. You have a website
with a sector section
4. You have case
studies and organise
them by sector
5. You attend sector
specific events or
run customer events

14. 4.
How
to
identify
which
model
of
ABM
to
adopt
üYou
now
understand
what
ABM
is
üYou’ve
already
been
delivering
ABM
(in
some
form)
already
üYou’re
up
to
speed
with
the
4
different
types
of
ABM
But
how
do
you
decide
which
model
to
adopt?

15. 4.
How
to
identify
which
model
of
ABM
to
adopt
What
does
the
Sales
Team
focus
on?
Where
will
we
see
revenue
come
from?
By
size/value
By
name
By
sector
Net
new
vs
growth
A
few
large
wins
Known
opportunities
From
1
or
2
specific
sectors
Upsell
&
retention
Where
do
I
need
to
invest
my
marketing
££
and
Time?
Identifying
high
value
opportunities
in
large
accounts
Understand
named
accounts
&
sales
enablement
Building
awareness
&
creating
sector
demand
Advocacy
&
identifying
previously
unknown
opportunities
Going
to
the
Pub
Large
Accounts
Named
Accounts
Industry
Sector
Customer/
Lifecycle
ABM
Model

16. 5.
The
(Tech)
Shopping
list
that
you
need
for
ABM
• You
want
to
adopt
Account
Based
Marketing
• You’ve
identified
which
model
of
ABM
is
right
for
your
business
• But
do
you
know
what
type
of
Tech
you
need?

17. • IP
Media
Targeting
• Account
/
Sector
targeting
• Named
account
targeting
Attract
• Web
Personalisation
• Nurture/triggered
email
Engage
• Sales
Insight
• Account
lead
Scoring
• Predictive
Analytics
Grow
• Web
personalisation
• Customised/dynamic
email
• Sales
Insight
Retain
5.
The
(Tech)
Shopping
list
that
you
need
for
ABM

18. RECAP
What
we’ve
covered
today:
1. What
does
ABM
actually
mean?
2. The
4
different
types
of
ABM
3. How
you’re
already
delivering
ABM
4. How
to
identify
which
model
of
ABM
to
adopt
5. The
Tech
Shopping
list
that
you
need
for
ABM

19. Question
Time

20. Upcoming
Webinars
If
you’re
looking
for
more
information
around
some
of
the
topics
raised
today:
• B2B
Nurture
Strategy
on
3rd August
• Gating
Strategy
on
28th September
• Buyer
Journeys
on
7th December
• Waterfall
Reporting
on
2nd February
Interested
in
any
of
the
upcoming
topics?
Email
DemandMore@lbdga.com