Colleen Rombach, Senior Manager of Demand Generation at InsideView, explains how to use account-based marketing as a core function to improve sales and marketing alignment.
8. Source: Retro Yet Revolutionary: Demystifying Account-Based Marketing” Forrester report
ABM enriches lead
generation with
account-specific tactics
Traditional Demand Gen vs. ABM
9. Several Approaches
LARGE ACCOUNT
Very small number of large
existing or targeted accounts
NAMED ACCOUNT
Moderate or larger number of defined
existing or targeted accounts
DEEPEN CUSTOMER
RELATIONSHIPS
Moderate or larger number of existing
customers that receive differentiated outreach
NEW MARKETS
Any number of new or existing accounts in
same vertical or other specific segment
Account-Based Models
12. A New Approach to Demand Generation
Source: SiriusDecisions Demand Generation Waterfall, 2017
13. ICP > TAM > ABM: Taming the Alphabet
Who are my perfect customers?
Where do they work?
What do they do?
What accounts fit that profile?
Where are they located?
How many are in my database?
Let’s target:
1
2
3
IDEAL CUSTOMER PROFILE
Define your targets.
TOTAL ADDRESSABLE MARKET
Find every matching account.
ACCOUNT-BASED MARKETING
Target them one by one.
14. Ideal Client Profile Mapping: Before
Industry A
Industry E
Industry C
Industry B
Industry K
Industry D
Industry F
Industry G
Industry I
Industry H
Industry J
Industry L
Re-evaluators Expanders
IdlersDecliners
15. Ideal Client Profile Mapping: After
Industry A
Industry E
Industry C
Industry B
Industry D
Re-evaluators Expanders
IdlersDecliners
19. ABM Engagement Design
Types of Programs Programs Marketing/Field Muscle
Target Accounts
Tier 1 Tier 2 Tier 3
Direct Mail Low-Cost Direct Mail Low Yes Yes No
High-Cost Direct Mail High Yes No No
In-Person Programs Tradeshows High Yes Yes Yes
Tradeshow Extras (dinner, room drop, etc.) High Yes No No
Lunch & Learns / Onsite Meetings High Yes No No
Customer Advisory Board High Yes Yes No
Online Programs Paid Advertising Medium Yes Yes No
Thought Leadership Webinars Medium Yes Yes Yes
Landing Page Personalization High Yes No No
Customized Emails Medium Yes No No
Broad Emails Low Yes Yes Yes
Sales Outreach Outreach Campaigns Medium Yes Yes No
1:1 Communications for upcoming webinars,
events, etc.
Medium Yes Yes No
Personalized Coaching High Yes Yes Yes
Executive Sponsor Low Yes No No
Personalized Content Assets Medium Yes No No
Internal Communications Included in regular review meetings High Yes No No
21. Success Plan
Build a strong data foundation
Define ICP, TAM, and database build out
Take a contact-specific approach
Develop a unique engagement strategy for both known and unknown contacts.
Drive full team alignment
Hold mandatory communication meetings. Agree on success metrics and review
them frequently.
Stick ruthlessly to the plan
Your plan should have touch points with clear beginnings and ends. Stick to it
with extreme focus. You’re in this for the long haul!
23. What Does Success Look Like?
1. Opportunity Goals
2. Relationship Goals
SUCCESS METRICS
EARLY
• New names in target account
(building out white space)
• Higher program engagement
across multiple contacts
• Lift in website traffic from
targeted accounts
MID
• # of meetings set with target
accounts
• Marketing qualified leads in target
accounts
• Program success with a target
account
• Call connects with target accounts
LATE
• Higher win rates
• Deeper and broader relationships
within accounts
• # opportunities in targeted accounts
• Pipeline in targeted accounts
• Deal acceleration
• Multi-product, multi-year deals
29. of marketers say that pipeline
is the primary way they
are measured – more than
lead quality or quantity!
Source: InsideView Market Report, 995 respondents, Oct 2015
Yay!
65%