5 Steps to an Account-Based

Marketing Strategy

5 Steps to an Account-Based

Marketing Strategy

July 17, 2013

Mike TelemVP of Business Development

& Co-founder

David MyersMarketing Campaign Strategist

Twitter

#5stepABM

Webinar Overview

1. What is Account-Based Marketing (ABM)?

2. Why take an ABM approach?

3. 5 Step plan to an ABM strategy

4. ABM use case example

#5stepABM

What is Account-Based Marketing?

“Focusing marketing and sales on the

accounts most likely to generate

revenue or meet other strategic goals”

ABM allows marketers to scale growth

and revenue by generating marketing-

sourced deals.

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Hitting the Sweet Spot

Typical attributes of target accounts:

• Firmographic: Industry/Revenue/Location

• Sales Named Accounts

• Behavioral: Customer Journey, Product Interest

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Advantages of an ABM Approach

Improve marketing impact and ROI by focusing

your efforts and resources on high-yield prospects.

Scale your revenue by increasing the number of

marketing-sourced deals and accelerating customer

acquisition of “dream” prospects.

“With Account-Based Marketing, we were able to generate the deals the

whole company was talking about.” VP Marketing, Panaya

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Case Study Example

Panaya helps companies that use ERP reduce 70% of

their upgrade, testing risk and effort.

1. Target new customer segment

2. Increase focus on Fortune 1000 companies

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5 Steps to an ABM Strategy

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Step 1:

Discover & Define High-Value Accounts

Review sales history in terms of revenue, profitability

and sales cycle

Determine account profiles

• Industry, location, revenue, technology, named accounts

• Behavior, customer journey and target personas

Correlate with strategic goals

• Regional expansion, market share growth, big brands,

competitors’ customers

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Step 2:

Define Personalized & Effective Messaging

• Discover existing content assets

• Correlate assets to firmographics, personas

and customer journey goals

• Offer value, don’t over personalize

• Optimize by success

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Step 3:

Determine Optimized Channels

• One size does not fit all

• Set up the touchpoints and nurture plan

• Keep the message consistent across channels

• Digital: website, social, PPC, blogs, referrals,

email

• Traditional: relevant magazines, events

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Step 4:

Execute Targeted Campaigns

“Relevant, engaging and compelling content is the main

ingredient for content success”

(B2B Content Marketing Report 2013)

“82% of prospects value content targeted to their specific

industry and 67% find content targeted to their job

function valuable”

(Marketing Sherpa)

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Step 4:

Execute Targeted Campaigns

• Speed and Relevancy

• Focus on top-funnel, inbound prospects

• Keep sales in the loop for quick response & feedback

• Real-time targeting & personalization (onsite and attentive)

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Case Study: SAP & Oracle

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Case Study: SAP & Oracle

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Case Study: Oracle

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Step 5:

Measure, Learn and Optimize

• Track the entire sales and marketing funnel

• Discover inbound accounts to track early results

• Measure interactions and engagements

• Monitor sales feedback and account traction

• Measure conversion metrics: increase in revenue,

reduce sales cycle time, customer loyalty

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Summary

Focus Marketing and Sales on key accounts that provide

the highest revenue or meet strategic goals.

#5stepABM

Next Steps

• Accelerate your path to an ABM strategy

• Speak to an ABM expert to start the process

• www.insightera.com/abm-expert

• Join us for an advanced ABM webinar

• www.insightera.com/abm-advanced

• Connect with us: @insightera, mike@insightera.com