Account Based Marketing according to Accenture. General overview, stats, and how-to's.

1. Account Based Marketing
July, 2016
Nelson Bernabe

2. 2Copyright © 2016 Accenture All rights reserved.
ABM is not about generating leads, but
instead about nurturing accounts…

3. 3
Accenture’s 4R Personalization Model
Copyright © 2016 Accenture All rights reserved.
RECOGNIZE
Know your customer and
prospect’s profiles including
demographics/firmographics,
geography, and expressed
or shared interests.
RECOMMEND
Reach them with the right
marketing, offer, content,
or product recommendations
for the customer based on
their actions, preferences,
and interests.
REMEMBER
Knowing your customer’s history
means knowing how they act–as
expressed by what they browse
and what they buy.
RELEVANCE
Delivering personalization
within the context of the digital
experience based on who they
are, where they are located,
and/or what time of the year it is.
ABM is the same always-on, personalized journey strategy that modern marketers aspire to,
but it is based on account attributes.

4. 4
What is Account Based Marketing (ABM)?
Copyright © 2016 Accenture All rights reserved.
Account Based Marketing is a strategy, NOT a technology solution, that enables targeted
communications and journeys based on company-level insights.
Identify the company of
known and unknown visitors
Augment visitor profiles
based on account interest
indicators
IDENTIFICATION DATA AUGMENTATION
Leverage technologies to
personalize inbound and
outbound experiences
based on data
PERSONALIZATION

5. 5
Page Visitor Identification
Copyright © 2016 Accenture All rights reserved.
• Trustworthiness of
data/identification accuracy
• Ability to identify contact-level
attributes, like name, in addition to
company
+
• Requires visitor to have revealed
to Eloqua
• Will not work if visitor has cleared
cookies
–
ELOQUA COOKIES
Utilize Eloqua cookies to identify visitor
• Potential to identify visitors
beyond existing contact base
+
• Could require custom integration
with tools, like Eloqua, to perform
identification/personalization
–
POOLED COOKIES
Access cookie pools from third parties
• Ability to leverage for known and
unknown visitors
+
• Lower overall match recognition of
company as a standalone solution
• Will only identify company of
visitor if individual is browsing on
company network
–
REVERSE IP LOOK-UP
Utilize vendor solution to perform reverse IP
look up to identify company network

6. 6
Data Augmentation
Copyright © 2016 Accenture All rights reserved.
Data
Cleansing
Behavioral
Insight/
Analytics
Predictive
Analytics
• Data validation/normalization and cleansing for existing contacts and those originating
from form submits
• Can supply additional account/contact-level attributes outside of owned contact
database (e.g. industry, job title, etc.)
• Vendor solutions can help identify topics of interest or velocity of online search activity
for a given topic for a given company on non-owned domains
• Use of Eloqua page tags can identify a visitor’s browsing behavior and interest on
owned domains natively
• Vendor solutions can identify buying stage, potential budget, products of interest, and
net new contacts that are apart of the purchasing team
Sample Vendors

7. 7
Sample Account-Based Omnichannel Personalization
Copyright © 2016 Accenture All rights reserved.
SEGMENT
INITIAL OFFER
ON-DEMAND
VIDEO
LAST CHANCE
OFFER
TOPIC-
SPECIFIC
OFFER
FORM SUBMITS
OWNED
CONTACT
DATABASE
Banner
Ads
Syndicated
Content
Owned
Media
Engaged?
YesNo
Account Topic Interest
Product 1
Product 2
Product 3
Product 4
…
Product n
Email offer selected
based on…
Paid/owned offer
served based on…
Segments can be pushed from
Eloqua to Bluekai, leveraging
topic interest CDO
Data could be owned or
purchased and stored in an
account CDO
In market?
Reevaluated
hourly
Drop into topic-based
always-on journey
Engaged?
Key Call-outs
• Don’t underestimate the time
it will take to build content to
match the product interest
• Ensure your segmentation
parameters/targeting
strategy align across
channels
• Make sure your data is clean
and that you are able to
associate contacts to the
appropriate accounts

8. 8
Account Insights to Sales
Copyright © 2016 Accenture All rights reserved.
ABM doesn’t stop at marketing. The same insights used to generate relevant offers should be
provided to sales managers to guide and inform on-going account discussions.
Potential Insights for Sales
• Product interest
• Buy cycle stage
• Estimated wallet
• Engagement level with
marketing or digital assets
• Engagement with call
centers/support

9. The Challenge:
• Use account/company-level insight and indicators to customize the inbound experience and better target
contacts in outbound channels, like email and paid media
• Pilot vendor solutions to assess capability and performance before implementing in a global instance
The Solution:
• Accenture was involved in the integration of two data augmentation AppCloud Marketplace solutions,
the architecture of third party data sets indicating company topics of interest, and the custom
implementation of solution that identifies a third party cookie for unknown and delivers attributes of the
associated company based on third party data sources in order to best personalize Eloqua landing
pages and emails with relevant offers
• Accenture strategized, built, and maintained an always-on journey that leveraged each of the net new
capabilities and was involved with paid media and syndicated content strategy to ensure a consistent
omnichannel experience
The Results:
• Topic of interest data increased email open rates from 12% to over 50%, and click through rate from
0.75% to 1.9%
• Third party cookie pool and identification tool provided the ability to identify the company of 30% of
unknown visitors
• Data augmentation vendor provided a 47% match rate on net new contacts, including matching
personal email accounts (e.g. @gmail.com) to company names and job titles
Case Study: High Tech Hardware and Software Provider

10. 10Copyright © 2016 Accenture All rights reserved.
Lessons Learned
1. Begin with journey mapping: chart the customer journey before your decide
on how the technology will be integrated or leveraged
2. Align your launch with channels and capabilities: Plan launch dates (paid,
owned, earned offers) for when your net new capabilities may be integrated
3. Include your sales team: Sales managers should be apart of the discussion
upfront and kept apprised of progress and insights throughout the journey
lifecycle
4. All the same rules of personalized, omni-channel marketing still apply!

11. Copyright © 2016 Accenture All rights reserved.
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Accenture Delivers:
Lucia Lesar
Lucia.Lesar@accenture.com
Nelson Bernabe
Nelson.Bernabe@accenture.com
Zahidull Islam
Zahidull.Islam@accenture.com