Love Your Pipeline 2016

The Account Is Everything October 2016

Difficult to identify, reach and engage prospects, let alone convert them

CHALLENGES, CHALLENGES

ACCOUNT BASED MARKETING BEST PRACTICES

IDENTIFY CREATE ENGAGE MEASURE

your accounts and the

topics that interest them

content and messaging

using relevant topics

target accounts

with content

and display

effectiveness with

real-time attribution

REACHING THE ACCOUNTS AND DECISION MAKERS

ACCOUNTSENGAGELead GenerationDisplay Advertising Media Execution

LEADS

Buying Committee Larger and More Diverse

• More than 5.4 Individuals • Range of Titles / Functions• Millennials Active in Research

Phase• Many Departments Involved

Activating multiple data sources...

…across many channels

USE THE MEASUREMENTS THAT MATTER

CLICKS

SALES

SALES OPPORTUNITIES

WEBSITE VISITORS

DATA TARGETING VERIFICATION

VALUE

ATTRIBUTION

Problems: Bad clicks, fraud, etc.

What target accounts did you reach?

Which accounts are most engaged?

Which accounts generate opportunities and revenue?

NOT ONLY WILL YOU LOVE YOUR PIPELINE…

…YOUR BOSS WILL LOVE YOU!