Lauren Blecher Scherba: How to Brew the Perfect B2B Blend with ABM and Inbound

1. HOW TO BREW THE
PERFECT B2B BLEND
WITH ABM AND INBOUND.
LAUREN BLECHER SCHERBA
Director, Marketing

2. WE OPTIMIZE LEAD
FLOW FROM
CLICK
TO
CLOSE
TO DRIVE MORE SALES-
QUALIFED LEADS FROM
DIGITAL.
DEMANDWAVE
THE B2B DEMAND GENERATION AGENCY.
SEO
PAID MEDIA
CONTENT
DESIGN
ANALYTICS
ABM SUPPORT

3. ABM.
SO HOT RIGHT NOW.

4. What is the #1 objective of your digital marketing efforts?
B2B marketers are fully focused on lead quality.
Deliver quality
leads
47%
Drive more leads
23%
Increase marketing
ROI
12%
Improve brand
awareness
9%
Increase website
traffic
4%
Other
4%
Not sure
1%
26%YoY increase in
marketers choosing “deliver
quality leads” as their top
marketing goal for 2017.
Source: DemandWave, “2017 State of B2B Digital Marketing Report.”

5. The number of marketing solutions from 2015 to 2016 grew by over 75%.
Marketing technology has seen exponential growth.
Source: Chief Martech: Scott Brinker, “Marketing Technology Landscape Supergraphic (2017).”
This is even more striking when
we look at solutions tailored to
ABM.

6. ABM & Inbound are not mutually exclusive.
Just like a good cup of coffee, you need to find the right blend.
1 ABM is NOT a channel or a technology, it’s a strategy.
Let’s debunk three common misconceptions about ABM:
2 ABM is NOT synonymous with outbound marketing.
3 ABM measurement should NOT be the same as inbound marketing.

7. Define which level of ABM makes sense for your organization.
First, build your target account list.
Source: TrackMaven, “Inbound vs. Account-Based Marketing: Ac=voiding the False Choice

8. Work with marketing, sales, and fulfillment to identify top customers and shared traits.
First, build your target account list.
1
2
Industry
Company size
3 Annual revenue
4 Location
Firmographic factors:

9. Identify the purchase decision-makers and influencers for your target accounts.
First, build your target account list.

10. The number of accounts in each tier will largely depend on team resources.
Second, organize accounts by tier based on resources.
Source: Engagio,“Engagio’s Clear & Complete Guide to ABM.”
We highly recommend
reading this eBook cover
to cover!
This is an incredibly important point!

11. The number of accounts in each tier will largely depend on team resources and budget.
Second, organize accounts by tier based on resources.
Source: Marketo,“5 Ways to ScaleYour Account-Based Marketing Strategy.”
Map your marketing
activities to each tier to
help you plan!

12. Here’s an example of how to begin by mapping the buyer’s journey by tier.
Third, build a content marketing plan for each tier.
Here’s where
content for ABM
comes into play.
Buyer Stage
Awareness
Evaluation
Purchase
Product KeywordTheme
(Keyword Example)
Educate prospects on the
value of your product &
foster thought leadership.
Build the business case for
why the prospect needs to
invest in your product or
service.
Give the prospect a reason
to choose you over your
competitors.
Marketing
Automation Software
Marketo/Branded
(Marketo features)
Marketing
Automation Software
Automated Email
(marketing email
automation)
Marketing
Automation Software
Best Automation
(best marketing
automation software)
Content Offer
Demo Request Page:
Schedule a 30-Minute
Demo with ourTeam
eBook:
5Things to Know
About Marketing
Automation Software
Webinar:
How to Choose the
Right Marketing
Automation Software
Tier 3 =
Company
Size
Tier 2 =
Industry

13. Here’s how this pans out on your site navigation.
Third, build a content marketing plan for each tier.

14. Here’s an example of how to begin by mapping the buyer’s journey by tier.
Third, build a content marketing plan for each tier.
Here’s where
content for ABM
comes into play.
Buyer Stage
Awareness
Evaluation
Purchase
Product KeywordTheme
(Keyword Example)
Educate prospects on the
value of your product &
foster thought leadership.
Build the business case for
why the prospect needs to
invest in your product or
service.
Give the prospect a reason
to choose you over your
competitors.
Marketing
Automation Software
Marketo/Branded
(Marketo features)
Marketing
Automation Software
Automated Email
(marketing email
automation)
Marketing
Automation Software
Best Automation
(best marketing
automation software)
Content Offer
Demo Request Page:
Schedule a 30-Minute
Demo with ourTeam
eBook:
5Things to Know
About Marketing
Automation Software
Webinar:
How to Choose the
Right Marketing
Automation Software
Tier 1 =
Individual
Account
Tier 3 =
Company
Size
Tier 2 =
Industry

15. Take it to the account-based level with either programmatic or social advertising solutions like LinkedIn.
B2B Marketing Audience B2B Software Marketing Audience
We customized the report
by industry to serve
specifically to our list of
ABM accounts.
Fourth, build an account-based advertising plan for each tier.

16. Have you ever tried, or are you currently
engaged in ABM?
If yes, do you think your current ABM
strategy is effective?
No
50%
Yes
37%
Not sure
12%
Yes
46%
Not sure
36%
No
18%
If yes, has your ABM strategy produced
revenue?
Given account-based marketing’s new found popularity, B2B marketers still need to time to define, measure, and test KPIs.
Source: DemandWave, “2017 State of B2B Digital Marketing Report.”
Finally, KPIs should adjust for a blended approach.
Yes
42%
Not sure
40%
No
18%

17. We’re all familiar with inbound metrics.
Awareness
Consideration
Comparison
Conversion
Retention/Upsell
Website visitor
Qualified leads fill out form (MQL)
Ready to talk to sales (SQL)
Closed-won deal
Customer considers investing more.
%
%
%
%
Finally, KPIs should adjust for a blended approach.

18. But, how will you measure and report on ABM?
Awareness
Consideration
Comparison
Conversion
Retention/Upsell
Website visitor
Qualified leads fill out form (MQL)
Ready to talk to sales (SQL)
Closed-won deal
Customer considers investing more.
%
%
%
%
Finally, KPIs should adjust for a blended approach.
1 Account coverage and engagement.
2 Length of sales cycle.
3 Growth of average deal-size.
ABM Measurement

19. 1
2
Don’t misconstrue the two strategies as mutually-exclusive.
Understand what level of ABM investment makes sense for your organization.
Craft the perfect blend of ABM + Inbound.
3
Build a tier-based, content marketing and advertising plan to support this
blended approach.

20. 800.619.1570 results@demandwave.com
Let’s start driving more qualified leads and revenue today.
Book an ABM discovery meeting with our team.