Advanced Account-Based Marketing
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Heard of Account-Based Marketing but not sure it's for you? In our presentation, we'll give you a checklist to determine success. We'll also help you create long and short-term goals for your ABM program.
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Advanced Account-Based Marketing
- 2. ABM – Advanced Methods to Target Revenue Generating Accounts August 21, 2013 Mike Telem VP of Business Development & Co-founder David Myers Marketing Campaign Strategist
- 4. Webinar Overview 1. How to identify target accounts 2. How to discover and map effective content 3. Results of 3 companies making ABM work for them 4. The latest trends in Account-Based Marketing #AdvABM
- 5. What is Account-Based Marketing? “Focusing marketing and sales on the accounts most likely to generate revenue or meet other strategic goals” ABM allows marketers to scale growth and revenue by generating marketing- sourced deals. #AdvABM
- 6. 5 Steps to an ABM Strategy #AdvABM
- 7. How to Identify Target Account Identify Dream Prospects •Talk to sales – What’s your sweet spot •Avg. Deal size •Avg. Sales cycle Shared account attributes •New/Existing (Advocacy, Proximity) •Firmographics (Industry, Size, Revenue) •Challenge / Solution Identify key personas •Roles •Pain points Establish account and persona types #AdvABM
- 8. Discover & Map Effective Content • Map assets and discover who consumes them • Analyze target account behaviors • Find content attracting accounts and personas • Content automation • A/B testing • Auto-Tune
- 9. Use Cases 3 companies making ABM work for them
- 10. Use Cases • Panaya • Software vendor, ERP integration • Enter new market & target named accounts & behavior • Results: 113% content consumption; 200 organizations identified within 1st month #AdvABM
- 11. Use Cases • Global Consumer Electronic Company • Targeting new B2B market • Targeted different persona, identify behavior and organizations • Results: 270% increase in identified B2B accounts that turned into opportunities #AdvABM
- 12. Use Cases • LiveU • Live video coverage solutions • Targeted stronger revenue accounts (Sports Broadcast), new vertical & location based • Result: Vertical match of 400 prospects; 9% CTR on location campaigns #AdvABM
- 13. Personalized and Effective Messaging for Dream Accounts
- 17. Case Study: SAP & Oracle #AdvABM
- 18. Case Study: SAP & Oracle #AdvABM
- 20. LiveU: Sports Industry Segmentation #AdvABM
- 21. LiveU: Sports Industry Segmentation #AdvABM
- 22. New Trends in ABM • Companies extending reach to top funnel to engage target accounts earlier in the sales process • Increased focus on Persona-based Marketing to engage key decision makers • Leveraging existing accounts for advocacy • Content Automation and Learning #AdvABM
- 23. Next Steps • Accelerate your path to an ABM strategy • Speak to an ABM expert to start the process • www.insightera.com/abm-expert • Next week’s ABM webinar with Marketo • See insightera.com / Sign up here • Connect with us: @insightera, mike@insightera.com • Questions?
Notas do Editor
- (market expansion, market share growth)
- Question: (regarding last point) We talk a lot about defining this persona and known prospect behavior, why is this becoming so important.
- Panaya helps companies that use ERP reduce 70% of their upgrade, testing risk and effort. Target new customer segmentIncrease focus on Fortune 1000 companies
- Panaya helps companies that use ERP reduce 70% of their upgrade, testing risk and effort. Target new customer segmentIncrease focus on Fortune 1000 companies
- Panaya helps companies that use ERP reduce 70% of their upgrade, testing risk and effort. Target new customer segmentIncrease focus on Fortune 1000 companies
- Panaya case study Split Test – for Oracle personaAssumed Vegas case study would be interesting, the results and performance showed otherwise.
- Panaya case study Split Test – for Oracle personaAssumed Vegas case study would be interesting, the results and performance showed otherwise.
- Panaya case study Split Test – for Oracle personaAssumed Vegas case study would be interesting, the results and performance showed otherwise.
- Stakeholders - For the typical IT decision, the average number of stakeholders has risen steadily from five per average decision in 2010, to over 7 in 2012. And the increase shows no signs of abating. (according to IDC.)For purchases over $10,000, 70% of buyers review four or more pieces of content before making a decision.The most popular type of content: white papers, read by 88% of buyers. (Earnest Agency)