5 Critical Steps to Account-Based Marketing

@uberflip#ABMHacks @marketo
Charm Bianchini
Sr. Director Marketing, Marketo
@charmbianchini
5 CRITICAL STEPS TO
ACCOUNT-BASED MARKETING
Victoria Hoffman
Content Marketing Manager, Uberflip
@victoriahoffman

JOIN IN ON
WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar )

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

Let’s get hacking!

Agenda
• What Is Account-Based Marketing (ABM)
• 5 Critical Steps to ABM
• Successful Campaign Examples
• Measuring Success

Two Approaches to Demand Gen
Broad-Reach Marketing Account-Based Marketing

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

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

It’s All About Collaboration
Mktg
Sales
Mktg
SDRs
VC
ABM Program Demand Gen
Program

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

5 Steps to Account-Based Marketing
Identify
Accounts
1 2 3 4
Profile
Accounts
Launch
Campaigns
Measure &
Analyze
5
Create
Content

Step 1: Identify High-Value Accounts

Account Identification Considerations
High
Yield
Product
Fit
Strategic
Importance
Competitors’
Customers

ABM Hack: Utilize Technology
• Marketing technology stack expanding
• Use marketing automation to track customer behavior
• Marketo ABM

Leverage Account Identification Tools
Account Scoring: Niche Solution:
Ex. Competitive Data:
Account Data:
etc.etc.etc.

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

Account Scoring Model
Historical Data
• Win rate
• Deal Size
• Etc.
Firmographic Data
• Annual Revenue
• Employee Size
• Etc.
4K+ Signals
• Social Media Activity
• Funding
• Etc.

Tier 2: AE Account Identification

Step 2: Account Profiling and Mapping

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

Account Profiling and Mapping Example

Step 3: Create Compelling Content

Develop Personas
Goal: Identify
Decision Maker
Email Program
for Opt-ins
3. Connect: Follow-
up w/
calls
1. Drive Awareness: LinkedIn,
Facebook Targeting, Website
Personalization
2. Engage: Field
Events – Upcoming
Goal: Identify
Influencers
Ongoing Email
Campaigns
3. Connect: Follow-up w/
those who
engage
1. Drive Awareness: Targeted
Display
2. Engage: Direct
Mail Campaigns
Decision maker:
Influencers:

Map the Journey

Step 4: Develop Targeted and Personalized
Campaigns

Multi-Channel Approach
Get Your Voice Heard:
• Use as many channels as possible
• Systematic approach
• Coordinate your story
• Laser targeting

ABM Tiered Programs

ABM Funnel Tactical Approach

Campaign Examples

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

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

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

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

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 did the program do overall?

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

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

Step 5: Measure and Analyze

ABM Dashboard

ABM Salesforce Dashboard
Results:
-32% increase in ASP
-25% of pipeline

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

For more information:
www.marketo.com
Resources

QUESTION TIME!
Charm Bianchini
Sr. Director Marketing, Marketo
@charmbianchini
hub.uberflip.com
Victoria Hoffman
Content Marketing Manager, Uberflip
@victoriahoffman

5 Critical Steps to Account-Based Marketing

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