Selecting accounts and delivering ads is not ABM. Who's in your Buying Center?

1. The Markistry High Performance
ABM Workshop
Selecting Accounts and Delivering Ads is Not ABM
Time for ABM to Grow Up

2. Not Everyone Makes It to the Summit of High Performance ABM
Only 52% of Mt. Everest summit attempts are successful. Those who make it to the summit of High Performance ABM
get prepared by planning and training to variable capability conditions such as strategy & planning, account selection,
buying center influence, insights, content personalization, orchestration, distribution, and measurement.
A large reason for the lack of advancement with ABM
falls on the “guide.” Some companies hire the
equipment (vendor) guide while others train an internal
resource. Neither possess the map to the summit.
Neither are going to “connect the dots” with strategy and
campaigns to ensure that goals are met. Reaching the
summit of High Performance ABM requires a “Sherpa”
(seasoned strategic consultant) as guide. The
investment will pay off as the Sherpa will know which
paths (processes) to use to save time, which paths to
avoid, and how to pack tactics and build campaigns for
quick wins.

3. When your ABM campaign is under-performing, where exactly is it failing?
What are the marketers doing wrong?
This is a really critical point. Most ABM programs aren't actually doing ABM at all, but something that looks more like list-based
marketing. Recent ABM Consortium research identified that approximately 70% of programs are not doing the necessary
strategy and planning to achieve the promised objectives of ABM.
What if your top salesperson delivered the same presentation to a top prospect each week, week after week. Is your ABM
program doing this? What if that salesperson also used that same deck with each account, regardless of industry, product sold
and need of the prospect? Is your ABM program doing this?
Selecting accounts is a requirement of High Performance ABM, but it's only the first step of the journey.
Traveling the road from list-based marketing to High Performance ABM will
require that you face a number of considerations around technology,
infrastructure, processes, content, data, change management,
reporting/measurement, and more. Behind those considerations sit dozens
of questions. Just getting all the appropriate stakeholders identified, in the
same room, and thinking the same way could be an issue. You don’t want to
make expensive mistakes or have no measurable results. That is why
Markistry recommends you start with a foundation such as the Markistry
High Performance ABM Workshop. This workshop maps out a framework
and highlights a variety of considerations so that all stakeholders start from
the same baseline and assumptions. With this foundation, organizations can
confidently move ahead on the path of ROI with realistic expectations and
fewer unforeseen surprises.

4. Not All Engagement Is Created Equal
Who’s In Your Buying Center?

5. Selecting accounts and delivering ads is not ABM
Marketing
Sales
ABM Platform
Insights
Marketing Automation
The Buying Center
Strategy

6. The Markistry High Performance ABM Workshop
Objectives
• Walk your team through our eight-stage ABM framework.
• Share our perspective and proven practices on Account-Based Marketing strategies.
• Present three out of five interactive modules
• Discuss opportunities to drive marketing effectiveness and sales revenue through adoption of a High Performance
ABM revenue framework.
Considerations Along the Pathway to Success
• Skills assessment
• Change management
• ABM: More than just ad retargeting
• Budgeting
• Cross-organization resources
• Different Metrics and Measurement for ABM

7. The Markistry High Performance ABM Workshop (continued)
Getting Marketing and Sales Moving in the Same Direction
• Focus on influencing “buying centers” inside of named accounts
• ABM outreach path: selling to net new; getting deeper and broader account penetration; or cross-selling/up-selling
existing customers.
• Tactics ≠ Strategy
• Sales and marketing alignment, communications, and accountability recommendations.
Making the Journey Come to Life
• Account selection criteria
• Account lead scoring
• Buying Center Development
• Personalization
• Content auditing and repurposing
Having a Repeatable Process: The Eight-Stage
Framework
• Mapping technology to the framework: promise and
perils of martech
Content: High-Performance ABM Playbook, handouts
and leave-behinds

8. Schedule Your First Fitting Today
Markistry, Bespoke Marketing Tailors
info@markistry.com
www.markistry.com
1900 Campus Commons Drive, Suite 100
Reston, VA20191