In today's world, sales and marketing professionals are implementing account-based marketing (ABM) strategies to win new business and create lasting relationships.
In this presentation, Marketo's ABM expert Charm Bianchini shares five easy steps to use ABM to drive demand and generate revenue within target accounts.
3. @uberflip#ABMHacks @marketo
Meet the Expert
Street Cred:
• Passionate about marketing
• Been practicing ABM tactics for
years
• Fun Fact: If I wasn’t a marketer, I
would be an undercover CIA agent
Charm Bianchini
Marketo
7. @uberflip#ABMHacks @marketo
Account-Based Marketing (ABM)
A strategic approach to sales and marketing
where you focus your efforts on a specific set of
high-value accounts with personalized
messaging, campaigns and outreach
8. @uberflip#ABMHacks @marketo
The ROI Is Very High
“Compared
to
other
marketing
initiatives,
ABM
delivers
the
highest
return
on
investment
of
any
B2B
marketing
strategy
or
tactic”
Source:
Altera
Group
97%
said
ABM
had
a
somewhat
higher
or
much
higher
ROI
than
other
marketing
initiatives
84%
said
ABM
provided
significant
benefits
to
retaining
and
expanding
existing
client
relationships
-‐ 2014
ITSMA
Account-‐Based
Marketing
Survey
10. @uberflip#ABMHacks @marketo
ABM Hack: Create a Process
• Identify stakeholders and get buy-in
• Define ABM
• Establish goals and metrics
• Accelerate sales cycle
• Increase ASP
• Penetrate new verticals
• Develop a plan
• Focus on high-value companies
• Align sales and marketing
• Deliver strategic, orchestrated campaigns
• Agree upon a timeline
16. @uberflip#ABMHacks @marketo
Account Selection Process
Top 20 Tier 1 Tier 2
Number of accounts 20 ~1,000 ~1,000
Selection criteria
• Sales leadership to
provide
• Account score = 100
• Filtered out some
industries: e.g. Real
Estate, Non-profit, etc.
• Accounts from Sales to
be added to this tier
• Each rep to pick 20
accounts
Use Leadspace account score AND rep
knowledge to select accounts
• Tiers for target accounts
• Lock for 6 months
17. @uberflip#ABMHacks @marketo
Account Scoring Model
Historical Data
• Win rate
• Deal Size
• Etc.
Firmographic Data
• Annual Revenue
• Employee Size
• Etc.
4K+ Signals
• Social Media Activity
• Funding
• Etc.
20. @uberflip#ABMHacks @marketo
Account Profiling and Mapping
Build a plan to focus on the right part of the organization:
Gather research:
• Financial health
• Business initiatives
• Personnel developments
• Technologies
• Org structure
• SWOT analysis
• Industry analysis
Acme Industries
In-depth Company Report
August 2015
31. @uberflip#ABMHacks @marketo
ABM Web Personalization
Conversion rates (3/15-4/12): Default: 27%;; Personalized: 40%
Default Personalized to Enterprise visitors in NoAm
Definitive Guide to Web Personalization Landing Page
32. @uberflip#ABMHacks @marketo
ABM Content Syndication
• Content syndication programs targeting ABM accounts piloted
over the last 12 months
• Program ROI
• Total Spend: $124K
• New Pipeline: $1.3M
• Pipeline to Cost Ratio: 10
33. @uberflip#ABMHacks @marketo
ABM Direct Mail
Direct Mail program for
Higher Education target
accounts to drive pipeline
• 95 recipients (multiple
recipients at institutions –
33 unique accounts)
• 76% successfully delivered
• 4 meetings
• 3 ENT opps created
34. @uberflip#ABMHacks @marketo
ABM Target Account Emails
Highly customized emails
personalized with:
• Account’s unique
challenges/objectives
• Marketo’s ability to address
challenges/meet objectives
• Relevant case study and
metrics
Email:
-30% open rate
-Meeting set
35. @uberflip#ABMHacks @marketo
Engagement Marketing Luncheons
• Goal: Drive Target Account attendance
• Metrics: C- level attendance, 4 ENT
opps, 10x pipeline, Target account reg
(50%)
• Timing: month one, three months out, 1
year
• Questions:
• What percentage of target accounts
did sales drive?
• Did we create C-level engagement?
• Did we get meetings in our key
accounts?
• How didthe program do overall?
36. @uberflip#ABMHacks @marketo
ABM Hack: Align Sales and Marketing
• Develop a plan for both sales and marketing to execute
• Work closely with sales for coordinated outreach
• Create SLAs
• Train reps on how to use tools and programs
37. @uberflip#ABMHacks @marketo
ABM Web Activity Report
Customized, automated weekly report
sent to reps on target account activity
Tracking:
• Number of unique visits
• Pages visited
• Other engagement metrics
43. @uberflip#ABMHacks @marketo
ABM Hack Takeaways
• Define a process and cross-functional team
• Leverage technology
• Align sales and marketing
• Create a plan
• Think multi-channel
• Be personal
• Measure and improve