The document discusses setting up an Account-Based Marketing (ABM) program to create a sales pipeline. It outlines a phased approach: 1) a pilot program, 2) expansion into North America and EMEA, and 3) making the program technology-driven. The key components of the ABM program include account selection using technology, advertising platforms, website personalization, and focus on conversion. The document provides tips for each component and describes an ABM outreach plan involving various stakeholders from marketing, sales, and technology.

1. Getting ABM Up & Running to
Create a Pipeline Machine
Presented by:
Amanda Wynne
Senior Director, Marketing

2. ABM STRATEGY HAS BROUGHT A NEW NORMAL
15%
Of cost to
find
60%
Of cost to
create

3. OPERATING
CONDITIONS
ACCELERATED
NEED FOR ABM

4. Integrated Team Focused on
Common Goals & Process
MARKETING
Multi-touch
campaigns
INSIDE SALES
Account Selection
Quarterback Plays
SET UP
FOR
SUCCESS

5. ABM JOURNEY WAS DONE IN BITE-SIZED PIECES
Pilot Program
Phase 1
Expansion in NA &
EMEA
Phase 2
Technology
Driven
Phase 3

6. ABM TECH TOOLKIT
ACCOUNT
SELECTION1
3
2
4
DEMANDBASE
AD PLATFORM
WEBSITE
PERSONALIZATION
CONVERSION

7. ABM OUTREACH PLAN
ACCOUNT SELECTION AD PLATFORM
SITE
PERSONALIZATION
CONVERSION

8. TECH NARROWS
IN ON PROSPECT
COLLABORATION
SDRS & AES
ACCOUNT EXECUTIVE
TOP 50 SALES CHOICES
ACCOUNT SELECTION
TECH DRIVEN CHOICES
AND
ACCOUNT SELECTION A|B TEST1

9. WHO YOU EXCLUDE IS AS
IMPORTANT AS WHO YOU
INCLUDE
ACCOUNT SELECTION
PRO TIPS
TERRITORY ALIGNMENT MAY NOT
MAX OUT POWER OF
TECHNOLOGY
GO WIDE ON CONTACT BUILD
OUT
THERE IS A TIPPING POINT

10. ACCOUNT SELECTION AD PLATFORM
SITE
PERSONALIZATION
ABM OUTREACH PLAN
TECH LED
CONVERSION
AE LED
“MODE OF ENTRY” TO
PROGRAM

11. ADVERTISING
PLATFORM2
HIGH QUALITY PRODUCT • HIGH QUALITY PLACEMENT

12. ADVERTISING
PLATFORM2
MULTIPLE ADS (A|B TESTING)
MULTIPLE FORMATS

13. ADVERTISING PLATFORM
PRO TIPS
TESTING IS KEY
IF IT AINT BROKE, DON’T FIX IT
KEEP IT SIMPLE
BE BOLD

14. ACCOUNT SELECTION AD PLATFORM
SITE
PERSONALIZATION
ABM OUTREACH PLAN
TECH LED
CONVERSION
AE LED
“MODE OF ENTRY” TO
PROGRAM

15. WEBSITE PERSONALIZATION3

16. TEST IP ADDRESS BY PROFILE SO
YOU CAN CHECK THE EXPERIENCE
SITE PERSONALIZATION
PRO TIPS
FIND A METRIC THAT WORKS
DIMENSIONALIZE WHEN
POSSIBLE
START SMALL AND WORK YOUR
WAY UP

17. CONVERSION
4

18. CONVERSION4

19. INFO HOURDING NOT NECESSARY
CONVERSION
PRO TIPS
TALK ABOUT IT
START HERE FOR
PERSONALIZTION

20. ABM 300 Outreach Plan
SDR Email
(personalized)
Account Based Advertising Engagement
AE or Executive
Outreach
Email or DM send
Leads/Contacts from ABM 300MODE OF ENTRY
Landing Page Engagement
Marketing
Email #1
Marketing
Email #2
Direct Mail Send
(by SDR)
Direct
Mail
Arrives
SDR Outreach
(either call blitz or
individual email
outreach)
AE
Send personalized
email i.e. w/ invite
to upcoming event
AE
Run with Deal; Pull
in SDR/Marketing
when needed
Meeting
Set?
No
Yes
SDR
Finds new
stakeholder/division
& re-starts outreach
AE
Send personalized
email i.e. w/ invite
to upcoming event
AE
Run with Deal; Pull
in SDR/Marketing
when needed
SDR Email
(personalized)
Day 1 Day 2 Day 10 Day 12 Day 14-onwardDay 13

21. HYPER-CHANGE
FOR DIGITAL CONTENT
CHANGE IS EVERYTHING2

22. ABM BUY-IN
Doesn’t Disperse evenly
Across Territories
Wide Range of AE’s Know account history.
Focused on Deals
In-Flight
Mix had to be right.
Time was against us. Test & Learn. Repeat.
Always hunt for data.

23. CHALLENGE
1. Get more DS1s
2. Focus on top
accounts
3. Knowing who
to reach out to
ABM Metrics
SOLUTION
Phase 1:
• Pilot Program
Phase 2:
• Expansion for NA
and EMEA
Phase 3:
• Technology driven
Opportunities
Pipeline from SpiderBook
13.9%
16.9%
Total pipeline from ABM
Opportunities created based
on accounts advertised to
39%

24. THANK YOU