My ABM Journey: Don't Make The Mistakes I Did with Jeff Soriano, Senior Director of Demand Generation at OfferPop

1. ABM
ACCOUNT BASED
MARKETING
FLIP YOUR
FUNNEL

4. Are we doing ABM?

7. IDENTIFY - ICP
Verticals (Retail, CPG, M&E)
Annual Rev(>$50M)
Social, Digital, e-Comm, Brand
ACCOUNT BASED ADVERTISING
Madison Logic
LinkedIn
Leadspace

8. EXPAND
Salesify – Account Gap Analysis
Terminus
RainKing
ENGAGE – OMNI-CHANNEL
Terminus
BWG
Marketo
Calling Campaigns

9. No
Touch
P
O
T
E
N
T
I
A
L
PERSONALIZATION
Mid
Touch
High
Touch

10. NO TOUCH ENGAGEMENT MODEL

11. FRAMEWORK

12. PLAYBOOK
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13. MID-TOUCH – RELEVANT CONTENT
Hello First Name,
As the Title at Company, I’m curious if you
face any of the following challenges:
Dynamic content based on title
Here are some great examples of how we
have worked with other Industry
companies to overcome those obstacles.
Dynamic content based on industry
If any of this peaks your interest please…

14. HIGH TOUCH – PERSONALIZED CONTENT

15. BEFORE ABM
46% of bookings from ICP accounts
AFTER ABM
66% of booking from ICP account
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Before After
No ICP
Agency
Mid-Market
Large
Strategic

16. 20% INCREASE IN AOV
Focused on the right accounts
and the right people
Before After
AOV

17. Questions