L'Account Based Marketing (ABM) consiste à concentrer vos investissements et efforts marketing vers une liste des prospects les plus pertinents, sciemment sélectionnés. L'ABM est particulièrement adapté aux cycles de ventes longs, là où trouver et engager les décideurs s'avèrent complexe. Cette présentation explique 1) Pourquoi un changement de stratégie commerciale est nécéssaire 2) Quels sont les principes de l'Account Based Marketing 3) Comment le mettre en place et quels sont les challenges 4) Quels bénéfices vous pouvez en attendre

1. L’AGENCE B2B + AZALEAD
MAXIMIZE ROI WITH ACCOUNT BASED MARKETING
Hervé Paolini, Azalead
Guillaume Rigal, l’Agence B2B

2. L’AGENCE B2B + AZALEAD
HERVÉ PAOLINI
• Founder of direct marketing
agency, Direct One, in 2002
(became Saatchi One).
• CO-founder of Azalead Software
in 2013 (1st mobile app for
Account Based Marketing in
Europe.
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3. L’AGENCE B2B + AZALEAD
AZALEAD : SALES ACCELERATION SOFTWARE
OUR VISION
Facilitating new business in BtoB
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4. L’AGENCE B2B + AZALEAD
AZALEAD : THE SOLUTION
• Azalead identifies the
organizations who visit your web
site
• And alerts sales teams in real-time
when a key account is on the web
site
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5. L’AGENCE B2B + AZALEAD
GUILLAUME RIGAL
• 15 years experience in digital marketing and
B2B
• American Express Small Business
International : acquisition, CRM
• Managing the Agence B2B for 2 years
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6. L’AGENCE B2B + AZALEAD
AGENCE B2B, HELPING YOU MEET YOUR OBJECTIVES
5years
In business
80
clients
100%
B2B
+1000
B2B Publishers
Technology Studio Consulting Media Ad Sales
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7. L’AGENCE B2B + AZALEAD
L’AGENCE B2B : REFERENCES
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8. L’AGENCE B2B + AZALEAD
Why change your Marketing & Sales Strategy
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9. L’AGENCE B2B + AZALEAD
THE PARADOX OF THE CENTURY
CONNECTION VS. ENGAGEMENT
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10. L’AGENCE B2B + AZALEAD
THE PARADOX OF THE CENTURY
CONNECTION ENGAGEMENT
vs
Source : Comscore, Clarity Ray Adblock report 2012
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11. L’AGENCE B2B + AZALEAD
B2B MARKETING MUST EVOLVE TO REMAIN EFFECTIVE
Inbound
Very filtered
Outbound
Very targeted
Nurturing
Very efficient
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12. L’AGENCE B2B + AZALEAD
THE NEED TO INFLUENCE
YOUR PROSPECTS
EFFICIENTLY
NOTORIETY
CONSIDERATION
CONVERSION
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13. L’AGENCE B2B + AZALEAD
The principles of Account-Based Marketing
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14. L’AGENCE B2B + AZALEAD
Don’t count the people that you reach;
reach the people who count.
-David Ogilvy
“
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15. L’AGENCE B2B + AZALEAD
L’ABM EST UNE DÉMARCHE STRUCTURANTE
POUR LES INVESTISSEMENTS MARKETING
Mid-term Immediate
Notoriety Consideration Conversion
Lead generation over time
Decision-making process
Relance
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16. L’AGENCE B2B + AZALEAD
How to implement ABM
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17. L’AGENCE B2B + AZALEAD
WHAT DO YOUR BEST CLIENTS LOOK LIKE
1. Determine the profile of your best clients
2. Seek to duplicate them
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18. L’AGENCE B2B + AZALEAD
HOW TO REACH YOUR VIP TARGETS
1. Build a qualified list
2. Enrich with pertinent
content
3. Entice them to come
(or return) to your
web site
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19. L’AGENCE B2B + AZALEAD
3) FOCUS YOUR MARKETING EFFORTS ON THESE KEY ACCOUNTS
E-mailing and retargeting campaigns:
• Webinars
• White papers
• Demos
• Event invitations
• Case studies
Educational content
Target by industry
Your web site at the center
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20. L’AGENCE B2B + AZALEAD
The benefits of a real-time ABM approach
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21. L’AGENCE B2B + AZALEAD
IMPACT ON SALES OF AN ABM STRATEGY
1. Increase sales
conversion rates
2. Reduce cold calling
efforts
3. Decrease sales cycles
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22. L’AGENCE B2B + AZALEAD
CALL YOUR TARGET ACCOUNTS WHILE THEY ARE ON YOUR WEB SITE
The odds of contacting a lead are 100
times greater when a salesperson
reaches out within five minutes after a
lead is submitted than if they wait 30
minutes.”
* Source: insidesales.com
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23. L’AGENCE B2B + AZALEAD
Live
Demo
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24. L’AGENCE B2B + AZALEAD
QUESTIONS ?
Guillaume Rigal
Managing Director, Agence b2b
+33 (0)1 40 82 60 89
guillaume.rigal@agence-b2b.com
www.agence-b2b.com
Twitter.com/agenceb2b
Twitter.com/guillaumerigal
Hervé Paolini
COO, Azalead
+33 (0)6 85 05 30 41
hpaolini@azalead.com
www.azalead.com
twitter.com/AzaleadABM
facebook.com/pages/Azalead-France/787127791308117
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