account based marketing - vendemore

FredrikSparrmanPartner ManagerVendemore

FredrikaBennison

CMOVendemore

Some of our clients

500+ B2B tech companies in total. 100+ countries, 400+ of the Fortune 1000 companies.

Account Based Marketing

Account Based Marketing

Why are we here today?

Account-Based MarketingHow to align marketing spendwith your largest sales potential?

The future

In 6 years the number of sales people in the US will drop and the sales role change

85% of interactions will be automated… the digital salesperson

Source: Gartner

1. Content Marketing2. Account Based Marketing3. Marketing Automation

18m 4m6 years

Account Based Marketing

The Pipeline Marketing Company

Account Based Marketing

Widespread support for the supplier acrossmy organisation

Organisation is easily accesible

Organisation is easy to buy from

Organisation is willing to collaboratewith other suppliers

Provides the best value for the best price

Flexible in adjustingto unique product needs

Widespread support for the supplier acrossmy organisation

Source: Sales Executive Council researchThe Challenger Sales p. 102

Account Based Marketing

Lack of access

Challenge : How do you reach all the people that make or influence the decision?

Why do we need you?

We know better

ROI?

Expensive

Account Based Marketing

100 %

0 %

Challenge: The customers’ memory is short and unreliablewhich makes relying on internal selling risky

Kn

ow

led

ge r

eten

tio

n

Customer memory

Meeting Day 1 Day 7 Day 30Time

Account Based Marketing

Maintaining influence

100 %

0 %

Cu

sto

mer

att

enti

on

Customer contact during the sales cycle:

COLD CALL MEETING EVENT MEETING PROPOSAL DECISION

Competitive activity

Challenge : How to maintain the clients interest?

VULNERABLE TO COMPETITION

LOST PRIORITY

Account Based Marketing

€

Aligning marketing investment with revenue opportunities

Clients

Potential revenue

Existing revenue

Top 50

Next 50

Next 100

Sales resources

B2B General marketing

Account Based Marketing

Account-Based Marketing

Spray and Pray!

Account Based Marketing

So how do we do it?

Focus

Advertise…Only people working in the organisations you choose.

Account Based Marketing

Advertising, films, social media, articles, white papers aretargeted to the named accounts IP-numbers

Placement

Account Based Marketing

The Pipeline Marketing Company

Media coverage ex from Finland

+1.000.000 websites globally

A few examples locally

29 days with no advertising followed by a 29 days withtargeted advertising, everything else the same.

High engagement- over a long period of time

Account Based Marketing

Account Based Marketing

1. Target

2. Engage

3. Nurture

4. Convert

Engaging otherdepartments in existingclients. IBM growing in marketing.

Account Based Marketing

Survey ads trigger discussions

Account Based Marketing

Content video-ads- Create ”pain awareness”- Testimonials

Account Based Marketing

Blog ad/RSS feed real timemarketing

What messages are important and when…?

Why change? Why with us?Shape ”the world”

• Process specific problems • Industry specific references

• Insights, process specific problems,• Ideal solution (white papers, articles, • 5 typical mistakes, check lists, • visionary videos)

• Industry specific & very relevant references

• Market leadership• Comparison matrix

Account Based Marketing

What kind of messages can and will the buying organisation absorb?

• Problems / Headaches• References from the customer’s own industry• Market leadership• Knowledge (articles, films, infographs)

Account Based Marketing

More info, tips & Best-practice

Account Based Marketing

vendemore.com/content-hub/

Thank you!

Fredrik Sparrman, Partner Manager Vendemorefredrik.sparrman@vendemore.com

Fredrika Bennison, Marketing Manager Vendemorefredrika.bennison@vendemore.com