Account Based Marketing

Your Road To Success

Siska Bossuyt

3rd of June 2015

MISSION

Enable organisations to understand the voice of the customer, creating a

unique customer experience, so that customers become loyal instead of

indifferent.

Siska Bossuyt

18 years in CRM business

Several Enterprise Sales & Marketing Functions

Founder of Jezzup

Passionate about building a customer-centric organisation

Always on discovery tour, looking for inspiration …

Reality Check

The role of Sales is changing

The Old Buyer

I don’t know your company

I don’t know your customers

I don’t know your products

I don’t know your service record

I don’t know your execs

I don’t know your financial stability

Now, what did you want to sell me?

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The New Buyer

• My team and I have decided to invest in solving a

problem

• I’ve checked out your company’s reputation

• I’ve checked out your product’s reputation

• I’ve checked out your competitors

You’re on my short list;

give me your best deal

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What analysts say ….

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Dem

and

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.

By 2020, 85% of all interactions will be automated …

The digital salesperson is born !

Marketing & Sales are not aligned

Marketing Sales

Opportunities

Buyers/Influencers

Quality

Accounts

Leads

Personas

Quantity

Individuals

Marketing

“We delivered 1,456 MQL’s

this quarter.

+27% above goal !!”

Sales

“Marketing isn’t supporting

us”

Leads aren’t valued …

50%

of marketing generated leads

are never followed up

by sales

The Buyer Journey has changed,

but marketing spend remains the same

© 2015 Copyright Demandbase, Inc. .

MARKETING

There are 40%

more stakeholders

than 4 years ago

How to reach all the people

that make or influence the decision ?

© Vendemore

How to maintain the clients interest ?

© Vendemore

Traditional methods aren’t driving results

We need to take marketing one step further

Focus your marketing efforts

on those accounts most likely to generate revenue

Account Based Marketing

Aligning marketing investments with revenue opportunities

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end

emo

re

Only if …

Sales & Marketing are

rowing together

In the same direction

For the same goal

4 steps

Identify your top accounts

WHO

Create valuable content

WHAT

Use targeted distribution platform

WHERE

Measure your efforts on

accounts

1. Identify your Top Accounts

• Building a good target list = key to the success of ABM

• Assess first, which customers are :

Most profitable for your

company

Easiest to support

Most successful using your

products and solutions

Positioned for the highest

potential lifetime value

Create a customer profile, based on following information :

Must Have

Account Industry

Account Buying Centers

Share of Wallet

Sales Goals

Stage of active deals

Contacts known / needed

Great to Have

Key Initiatives / needs

Relationship Status

Relationship map

Original source of collaboration

Channels used

Nice to Have

Growth Trend

Competitive Environment

Contact Engagement History

Account-Level buying Signals

Know where your customers are in their

decision lifecycle

Know what their prefered channels are

CRM can help

Target List

• Based on this customer profile, build your target list

= list of companies with the highest revenue potential

• Challenge this list continuously !

2. Create Valuable Content

Online

Executive don’t respond to marketing because

most of it isn’t relevant !

But would they respond when your messages and value

propositions were TARGETED and RELEVANT ?

75% © IT

SMA

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The art of understanding exactly what your prospects

and customers need to know.

Then delivering that content to them in a relevant

and compelling way to grow your business”

By “The Content Marketing Institute”

Content Marketing

Apprenda (Individual Banks)

Visitors from Barclays Visitors from UPS

Apprenda is the leading enterprise Platform as a Service (PaaS) powering the next generation of enterprise software development in public, private and hybrid clouds.

Apprenda (Individual Banks)

Visitors from Barclays Visitors from UPS

Apprenda is the leading enterprise Platform as a Service (PaaS) powering the next generation of enterprise software development in public, private and hybrid clouds.

Up to 50% click-through rates

Which kind of content ?

White papers

Thought leadership

articles

Presentations

Infographics

How-to-guides

Videos

eBooks

Webcasts / Podcasts

….

You need a content strategy

WHAT

WHY

HOW

WHEN

FOR WHOM

WITH WHAT

WHERE

WHEN

HOW OFTEN

WHAT NEXT

3. Use a targeted distribution platform

Publish

where you

know

your audiences

live

Map your Content and Channels with your Funnel

4. Measure your efforts

Track the entire sales and

marketing funnel

Discover inbound accounts to

track early results

Measure interactions and

engagements

Monitor conversion metrics

Customer

Proposal

Sales qualified lead

Sales accepted lead

Marketing qualified lead

Marketing lead

Traffic generation (new/existing) SEO, Social Media, E-mail, Direct mail, PR, ….

Closed-Loop Feedback Measure, refine and repeat

Measure success

Early Progress

• Account Insights

• New Contacts

• Successful Planning

• Sales Utilization

• Account/Contact Activity

Initial Outcomes

• New Pipeline

• Existing Opportunity Progress

• Relationship Development

Long-Term Value

• Revenue growth

• Retention

• Increased Loyalty and Advocay

Based on data from

CRM Marketing

Automation

Business Intelligence

Software

Personali-zation Software

Web Analytics ….

Benefits of Account Based Marketing

Increased Revenue

Customer Satisfaction & Retention

Sales & Marketing

support SAME reality

Focus

Identify your top accounts

WHO

Create valuable content

WHAT

Use targeted distribution platform

WHERE

Measure your efforts on accounts

Some advice

Get aligned and Create Common Dashboards

Start with small select number of accounts

Test, measure and improve over and over again

Evaluate no sooner than a complete sales cycle

Be Patient and Keep Going

It WILL bring results

Siska Bossuyt

Managing Partner

JEZZUP

siska@jezzup.com

@MeetJezzup @SiskaBossuyt

“Be everywhere,

Do everything,

and never fail to astonish

the customer”