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ABM best practice guide

What's the key to ABM success in B2B Marketing? The integration of specialist teams to drive long term revenue growth. Here our guide to setting up and scaling successful ABM programs.

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ABM best practice guide

  1. 1. 7 Lessons for account based marketing success Integrate specialist teams to drive long-term goals, acting and optimizing at pace The Marketing Practice
  2. 2. Working on programs like these… Multi-award-winning program which has delivered 1,229:1 ROI 1:68 ROMI in global sales qualified pipeline 5x increase in average deal value …we’ve developed 7 lessons for success ...delivering results like these...
  3. 3. 1.Take your ABM program seamlessly from strategy to execution with one dedicated, experienced team. From retaining and growing key customers, to unlocking new deals, to winning big in your key prospect accounts or generating pipeline at scale: we’ve got the right blend of specialisms to deliver quick wins whilst supporting long term strategies for future growth. Integrated delivery teams CLIENT TEAMS DIRECT & DIGITAL COMMUNICATIONS DATA MANAGEMENT INSIDE SALES PROGRAM MANAGEMENT
  4. 4. 2.Make it easy to report back to the board on program success. Your ABM team, in collaboration with key account stakeholders, will define bespoke objectives and associated KPIs so you can be sure you’re measuring the right things and reporting back on genuine value and ROI, not marketing metrics. ABM Dashboard
  5. 5. 3.Build a program that can scale without added complexity or loss of consistency. Whether you start with a single pilot or a number of account groupings, your program will be created with processes and playbooks that allow you to easily add in extra accounts, propositions or territories. ABM plan for scale
  6. 6. 4.Make it a business initiative, not a marketing campaign. We’ll support you in getting sales and business unit buy-in from the outset and provide you with communications templates, guides, and agendas that have made programs such as O2 Telefónica’s so popular account teams have to pitch to take part. Account team templates
  7. 7. 5.Choose the right messaging & tactic for the right contact and account. Your cross-disciplinary team will manage your budget to deliver the best spread of tactics—from social selling, to live events, bespoke DM, custom web-design and more. And our agile teams will keep refining the approach based on account research, predictive analytics and market feedback. ABM tools & tactics
  8. 8. 6.Get people, process and technology aligned to deliver ABM success TMP has a fifteen-year track record working with global technology companies to build and scale ABM programs. We’ll support you to define and integrate the right combination of people, process and martech to deliver a blended ABM strategy, maximizing ROI. Blended ABM strategy 1:few High personalization 1:10 Effective focused demand gen at scale >100 Using tech and data to segment on the go and balance relevance with return In addition to: Using social listening to gather insights on the individuals to inform the ABM content (ie to tailor the angle/approach)
  9. 9. 7. infoUS@themarketingpractice.com (206) 792 5544 themarketingpractice.com Let's make it happen

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  • jcunniet

    Jul. 25, 2019

What's the key to ABM success in B2B Marketing? The integration of specialist teams to drive long term revenue growth. Here our guide to setting up and scaling successful ABM programs.


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