putting the "b" back in b2b
TRANSCRIPT
Putting the “B” Back into B2B Marketing
An ABM Journey
KEVIN BOBOWSKIChief Marketing Officer
Act-On Software
SIMON SPENCERDirector of Marketing
SheerID
B2B companies market to, sell to, and service, accounts – not leads.
Account-Based Marketing: B2B Gets Its Hot New Thing
B2C and B2B are not converging; marketing to
businesses remains a unique discipline with its own language, goals,
and tactics.
Is Marketing Still Relevant at Your Company?
Becoming Relevant Again
Brand Building and Social Marketing
Getting and Retaining Mindshare
BRAND
Demand Generation & Lead Acquisition
Inbound & Outbound, Working
Together
DEMAND
Customer and Partner Marketing
Generating Advocacy and Reducing Churn
EXPAND
THE CUSTOMER EXPERIENCE
Are leads dead?
Are you speaking their language?
Matt ZelenSVP Success
Tom CameronCRO
Kate JohnsonCFO
Putting the “B” back into
“Back to Basics”
Go old school with your Go-To-Market Strategy
1. 2. 3. 4.How will you
win?Where is
your target
market?
What’s your ideal
customer profile?
Who is your
buyer? Influencer
?
[B2B]Putting the “B” back into B2B
Marketing
Real Account-Based Marketing Insights
3% of respondents think that ABM is “all hype”; 25% believe it’s a real solution. But almost 42% say they “have no idea” whether it is a clear solution or just hype. Source: Act-On Account-Based Marketing Survey 2016
Lifetime Value (LTV)-------------------------Cost of Acquisition
SheerID Goes ABM
Shared Language
How Our Customers Buy
Focusing Accounts That Could Be Our Customers
Turning On ABM
Alignment Between
Marketing and Sales
Disrupt Tradition
Customer DataContent To Drive Engagement
Deep Integration Between
Marketing Automation and
CRM
How SheerID Uses ABM
Target Accounts Gather Data Develop
Content
Create Messaging
and Personas
Automated Programs By
Role
Timely Alerts to Sales
Team
Behavior Score
Success Of ABM
Increased Engagement
Speed of Business
www.act-on.com | #ActOnSW | @ActOnSoftware
Questions?