Align your marketing spendings with the customers most likely to generate revenue

1. Account Based Marketing
Your Road To Success
Siska Bossuyt
June 2015

2. MISSION
Enable organisations to understand the voice of the customer, creating a
unique customer experience, so that customers become loyal instead of
indifferent.
Siska Bossuyt
18 years in CRM business
Several Enterprise Sales & Marketing Functions
Founder of Jezzup
Passionate about building a customer-centric organisation
Always on discovery tour, looking for inspiration …

3. Reality Check

4. The role of Sales is changing

5. The Old Buyer
I don’t know your company
I don’t know your customers
I don’t know your products
I don’t know your service record
I don’t know your execs
I don’t know your financial stability
Now, what did you want to sell me?
www.BesondyLLC.com

6. The New Buyer
• My team and I have decided to invest in solving a
problem
• I’ve checked out your company’s reputation
• I’ve checked out your product’s reputation
• I’ve checked out your competitors
You’re on my short list;
give me your best deal
www.BesondyLLC.com

7. What analysts say ….
©2015CopyrightDemandbase,Inc..
By 2020, 85% of all interactions will be automated …
The digital salesperson is born !

9. Marketing & Sales are not aligned
Marketing Sales
Opportunities
Buyers/Influencers
Quality
Accounts
Leads
Personas
Quantity
Individuals
Marketing
“We delivered 1,456 MQL’s
this quarter.
+27% above goal !!”
Sales
“Marketing isn’t supporting
us”

10. Leads aren’t valued …
50%
of marketing generated leads
are never followed up
by sales

11. The Buyer Journey has changed,
but marketing spend remains the same
© 2015 Copyright Demandbase, Inc. .
MARKETING

12. There are 40%
more stakeholders
than 4 years ago

13. How to reach all the people
that make or influence the decision ?
© Vendemore

14. How to maintain the clients interest ?
© Vendemore

15. Traditional methods aren’t driving results

16. We need to take marketing one step further

17. Focus your marketing efforts
on those accounts most likely to generate revenue
Account Based Marketing

18. Only if …
Sales & Marketing are
rowing together
In the same direction
For the same goal

20. 4 steps

21. Identify your top accounts
WHO
Create valuable content
WHAT
Use targeted distribution
platform
WHERE
Measure your efforts on
accounts

22. CURIOUS TO KNOW MORE ?
LET’S GET IN TOUCH !
siska@jezzup.com

23. Siska Bossuyt
Managing Partner
JEZZUP
siska@jezzup.com
@MeetJezzup
@SiskaBossuyt
“Be everywhere,
Do everything,
and never fail to astonish
the customer”