growth hacking 2014 - account based marketing
DESCRIPTION
Account based marketing is all about focus. It helps organizations, big and small, leverage their resources to win the accounts that really matterTRANSCRIPT
Growth Hacking in B2B:
Account-Based Marketing
Mike TelemVP Product Marketing, Marketo
Former Co-Founder, Insightera
Overview
• What is Account-Based Marketing
• The typical use case
• A nice story of a small startup…
Should you engage them all…?
Account-Based Marketing
“Focusing your efforts the accounts most
likely to generate revenue.”
Target prospects based on Industry, Revenue and Named Accounts
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
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
ABM for an Early-Stage Startup?!
Story of an Early-Stage Startup
Its hard to move the needle with little resources…
We all want those big LOGOS
Yeah, right…
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
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
ABM Flow
MGMT
MKTG
SALESDEV
Analysis
So what is Account-Based Marketing?
In a word…. its
“focus”
Key Takeaways
ABM = Focus = Better Resource Utilization >> Results
• Identify your target accounts
• Engage them in every channel
• Analyze results
• Optimize engagements