4. Account-Based
Marketing:
B2B Gets Its Hot
New Thing
B2C and B2B are not
converging; marketing to
businesses remains a unique
discipline with its own
language, goals, and
tactics.
6. Becoming Relevant Again
Brand Building and
Social Marketing
Getting and Retaining
Mindshare
BRAND
Demand Generation &
Lead Acquisition
Inbound & Outbound,
Working Together
DEMAND
Customer and Partner
Marketing
Generating Advocacy
and Reducing Churn
EXPAND
THE CUSTOMER EXPERIENCE
10. Go old school with your Go-To-Market Strategy
1. 2. 3. 4.
How will you
win?
Where is
your target
market?
What’s your
ideal customer
profile?
Who is your
buyer?
Influencer?
12. Real Account-
Based
Marketing
Insights
3% of respondents think that
ABM is “all hype”; 25% believe
it’s a real solution. But almost
42% say they “have no idea”
whether it is a clear solution or
just hype.
Source: Act-On Account-Based Marketing Survey 2016
14. SheerID Goes ABM
Shared Language
How Our Customers Buy
Focusing Accounts That Could Be Our Customers
15. Turning On ABM
Alignment Between
Marketing and
Sales
Disrupt Tradition
Customer Data
Content To Drive
Engagement
Deep Integration
Between Marketing
Automation and
CRM
16. How SheerID Uses ABM
Target
Accounts
Gather Data
Develop
Content
Create
Messaging
and Personas
Automated
Programs By
Role
Timely Alerts
to Sales
Team
Behavior
Score
KEVIN
Post-sale alignment with customer success teams
Leveraging the data to better understand your “ideal customer”
The first reason why we decided to move to ABM was to create a shared language between marketing and sales. The marketing team was so used to talking about leads and MQLS, but when ever we would pass the lead off to sales all we heard about were accounts. By using an account centric language we made it easier to communicate with the sales team which ended up building a better bond between our two teams. Now that we share a similar language we understand each other better.
The 2nd influence to why we decided to go ABM was that our customers didn’t buy like individuals they bought as a group. There was a great article in the Harvard Business Review that describes how businesses and the enterprise buy. They call it the consensus sale. Our reps are taught to go after the one person that could single handedly close the deal but what the article points out is that the average buying group is 5.4 people. 5.4 people have to sign off before the deal goes through. So it only made sense to change the way we sell and market to our customer to accommodate how they buy.
Focusing on who our customers are rather than a shotgun approach and nurturing companies that will provide value to our bottom line.
2. What it took to transition to this type of marketing approach - the journey or process?
The most important factor in making this transition is your alignment between sales and marketing. We were really lucky to have leaders in both departments willing and wanting to transition to an ABM/ABS model. But with how marketers have been taught to quantify their success and growth this can be a big hurdle to overcome.
ABM can be very disruptive to how a marketing department functions. You’re transitioning your efforts and goals to specific accounts than trying to gather cold leads. Plus how you report success gets more difficult because you can’t just point to a number of leads you generated or qualified. Instead we’re now trying to determine a level of influence marketing had over a particular deal or opportunity. That is a much more complicated thing to quantify.
We couldn’t have switched to ABM with out the access to data. With tools like DiscoverOrg, Zoominfo, and data.com it’s easy for us to build out our org charts and navigate who our buyers are in an organization. Access to this level of data really enables any company to run an ABM model. Without it, ABM and ABS becomes a much more daunting proposition.
Once we knew who are targets where we needed content to interest and educate them about SheerID. We have an amazing content team that is able to create targeted content specific for each role and function within the organization.
The last piece to the puzzle in our transition to ABM was our integration between Acton and our CRM to make sure our lead scoring was alerting reps of interest within a target and that there was clear visibility into what types of content were being sent to our target accounts.
3. How your company does ABM and the role Marketing Automation plays in it?
So what does this look like?
First we target accounts that we believe would be able to get the most out of our products.
We gather the data and build out the org charts
We create the messaging, content and personas
And then build out automated programs by job function and role to help educate and nurture the leads
We then use Acton’s behavior scoring system to alert the sales team of when an account or an individual at a target account is engaged with us.
4. Share any business benefit, value derived, or resource savings experienced since adopting ABM?
Since we started ABM earlier this year we saw a huge jump in engagement in our marketing content. Week over week our email click through’s increased 240%.
The other noticeable success after turning on ABM was the amount of time before a rep starts talking with a target account. Instead of casting a wide net waiting for a big fish to come, we’re able to send targeted content directly to the individuals who could influence the deal. This in turn has allowed our sales team to slow down on prospecting and simply focus on closing deals.
Sent: 1405 -4055 (187%) /weekly
Click: 17 – 58 (241%) /weekly