1. KEYNOTE
VANCOUVER, BC ~ APRIL 25 - 26, 2024
DIGIMARCONCANADAWEST.CA | #DigiMarConCanadaWest
How to Develop Digital
Marketing to B2B Companies
Leticia Teston
HEAD OF MARKETING
COREBIZ

2. Leticia Teston
Marketing professional with 13+ years’solid B2B
background. Responsible for marketing teams focused on
demand generation and account-based marketing (ABM)
in the largest IT companies in Latin America, increasing
commercial proposals and relevant contracts.
B2B Marketing | Demand Generation | Account Based
Marketing - ABM | Product Marketing | Data Driven |
Marketing Project Management

3. Digital Marketing Strategies for
B2B Companies
• Account Based Marketing Strategy (ABM)
• Foundations for an Automation Process
• How to personalize your marketing campaigns

4. Bulletproof Automation Process
How do you define your Ideal
Customer Profile (ICP)?
Build a value proposition and a strong
statement for each service/product you offer.
Statement of Value: (Product/service name)
enables (persona/client) to experience…
• To get real Goals, challenges, pain points, and
objections: reverse engineer your sales process.
• Product/service purchase/contracting process.
• Sales Playbook. Competitor analysis (product
offerings, sales tactics, results)
• Customer Success Feedback.
• Tailored specifically to your business.

5. Bulletproof Automation Process
How to apply the Customer Journey in a
B2B context
• Awareness (Advertising, Social Media, Search Marketing, Display,
YouTube, LinkedIn ads).
Accelerate your
Pipeline. Lead -
MQL - SQL -
Commercial
Proposal

6. States of your B2B Customer Journey
• Driving Engagement (Blog posts, Podcasts, Online/offline
Events/webinars/workshops/academy/assessments).

7. • Product demos, month freemium.
• Explore Buyer Intent + Long Tail Keywords (Ads, Landing Pages, Email
Marketing).
• High Intent Keyword (explore social proof – cases, testimonials).
• Build High-Converting Landing Pages.
SEM Rush. Labelled as “Commercial” or
“Transactional”.
TIP!
States of your B2B Customer Journey
Increase Conversion (CRO)

8. ABM Strategy | Personalize your marketing campaigns
Attracting and Converting Key Accounts
For ABM strategy Consider:
• The size of your customer base.
• The length of your sales cycle.
• The number of stakeholders involved in a purchase process.
1:1
Strategic ABM
- Hyper Focus.
- Sales +Mkt:
Personalize the
experience for a
specific account.
1: Few
ABM Lite
1: Many
Programmatic ABM
- Personalization
for a group of
accounts (similar
traits).
- LinkedIn Ads.
- The less focused
version.
- Data point to scale.
- Engagement (Tier 3
to 1).

9. ABM Strategy
Why are we all talking about ABM?
5 Technologies that will impact
Digital Advertising in the next two to
five years
• Generative artificial intelligence
(AI).
• Account-based marketing (ABM)
platforms
• Identity Resolution (IDR).
• Shoppable media.

10. ABM Strategy | Personalize your marketing campaigns
Fishing net or Spearfishing Strategy?
• Your ABM strategy will depend on the size of your market and the
profile of companies you want to attract.
• Target accounts accurately and personalize your marketing.
Fit Data
Accounts
you’re
interested in
(your ICP).
Intent Data
Accounts
interested in
you.
• AI-driven tools.
• Intent data.
• Hyper-personalization.
• High-value accounts
rather than a broad
market.
• Quality over Quantity.
"An effective ABM
strategy can
increase pipeline
conversion rates
by 14%" Gartner
2023.

11. ABM Strategy
How do you identify your ideal accounts?
• BANT Strategy (Budget, Authority, Need, Timeline).
• Align Marketing and Sales (SDR) – Find the right account.
• Use Intent Data for selecting an account.
• Analyze the highest NPS (net promoter scores) for cross-sell and
up-sell, annual contract values (ACV), potential for growth
retention rate, or highest customer Health score.
• Design a specific strategy for Key-accounts. Corporates with
multiple lines of business.

12. ABM Strategy
Sales and marketing channels used for ABM
Source: Gartner 2023
Lift from running ABM
Programs
• MQLs
• Overall account
engagement.
• MQL to SAL conversion
rates.
• Pipeline (value of
opportunities).
• Ads and email performance.
• Average deal size.
• Increase Cross-selling and
End-to-end sales.
• Individuals engaged per
account

13. ABM Strategy tools and Platforms
Martech…
Account
Prioritization
Database
Enrichment
Targeting
Sales and
Marketing CRM -
1st party data
Anonymous web
traffic.
3rd party Intent
Data.
Marketable
Contacts
Marketable
Contacts
Display Ads
Display
Ads/events.
Reporting
Search Ads
SDR
Dashboards
Dashboards
Hacks to automatize
all this process
• Don’t choose a tool
because everybody is
using it.
• More data, more
problems.
• Integration doesn’t need
to be a nightmare.
• Multi-channel data.
• Buil a process to scale.

14. Thank you!
Let’s stay connected!
www.linkedin.com/in/leticia-teston/