Growth hacking 2014 abm presentation
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The document discusses account-based marketing (ABM), which focuses marketing and sales efforts on specific target accounts most likely to generate revenue. It provides an example of a medium-sized software company that identified over 1,000 key target accounts per month and saw improved sales alignment and higher customer engagement. The document also shares the story of an early-stage startup that used ABM to focus on partner customers and competitors' prospects, which resulted in fewer objections, bigger accounts, and higher prices despite limited resources.
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Growth hacking 2014 abm presentation
- 1. Growth Hacking in B2B: Account-Based Marketing Mike Telem VP Product Marketing, Marketo Former Co-Founder, Insightera
- 2. Overview • What is Account-Based Marketing • The typical use case • A nice story of a small startup…
- 3. Should you engage them all…?
- 4. Account-Based Marketing “Focusing your efforts the accounts most likely to generate revenue.” Target prospects based on Industry, Revenue and Named Accounts
- 5. ABM – Find your Sweet Spot Financial Telecom Healthcare Your Customized Named Account List • Mid-West Target Accounts • Top 50 Retail Accounts • Key Enterprise Accounts • Using Specific Technologies • Using Competitor’s Products
- 6. Medium-sized SW Company Case Study 1,000+ key targeted accounts identified each month 10,000+ impressions on personalized content in last 3 months Improved sales and marketing alignment around target accounts Average time on site up 103% for those who engaged with personalized campaigns Personalized campaigns generate up to 33% engagements
- 7. ABM for an Early-Stage Startup?!
- 8. Story of an Early-Stage Startup
- 9. Its hard to move the needle with little resources…
- 10. We all want those big LOGOS
- 11. Yeah, right…
- 12. Story of an Early-Stage Startup • Insightera – Real-time Targeting and Personalization • Raised $1.5M in 2012 • 2012: 30+ customers, small team • Challenges: • Few resources • Uneducated Market • Awareness and demand Gen • Logos, references • Pricing model • Scale / replication
- 13. ABM Results Targets Key Efforts Results Partner customers (Named accounts) • Focused lead sourcing • Unified sales pitch • Targeted marketing (events, webinars, content) • Focused Dev efforts Less objections More wins – Key logos Awareness in market Network effect Credibility Competitor’s prospects • Targeted content, SEO and PPC • Site personalization • “VIP” sales effort No education required Bigger accounts Quicker cycles Higher prices Confidence
- 14. ABM Flow MGMT MKTG Analysis DEV SALES
- 15. So what is Account-Based Marketing? In a word…. its “focus”
- 16. Key Takeaways ABM = Focus = Better Resource Utilization >> Results • Identify your target accounts • Engage them in every channel • Analyze results • Optimize engagements
- 17. Growth Hacking in B2B: Account-Based Marketing Thanks mtelem@marketo.com
Notas do Editor
- On me On Insightera > Marketo Not sales
- Lack of attention A struggle for life
- On me On Insightera > Marketo Not sales