5 steps for a winning account based marketing planChristine Keefer – Keefer Marketing Services

June 2016

How is ABM different?

Lead Gen = attracting the right contact and engaging them into the funnel with compelling content based on their persona

Up to 17 people influence enterprise purchases – *IDG 2014 study

*http://www.idgenterprise.com/resource/research/role-influence-of-the-technology-decision-maker-2014/

ABM = engaging the right account and influencing all the people within that account throughout the funnel until they get to closed

Lead Gen vs ABM

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5 Step approach to ABM

Understand and

Analyze

Plan and

Define

Build and Personalize

Execute

Measure and

Review

Target Account

s

1. Understand & analyzeBuild out account profile using market data, propensity modeling, and behavior characters

2. Plan and Define PlaysMarketing and Sales work together to plan best approach; what key plays to use, best content to leverage, what channel’s make most sense

3. Build and PersonalizeCustomization of content and delivery

4. ExecuteDeliver on plan in partnership with sales

5. Measure and ReviewBuild and share references and best practices, test and iterate as needed

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Understand the right accounts to target: Work with existing data to understand which accounts have a

higher propensity Align these against “top 5-10” accounts per sales rep Review number of contacts you have from each account within

base and what titles exist today Develop account profile for each account: Revenue, # of

employees, industry, Org chart from existing contacts, titles Analyze the account:

What products do they own today Whom from the account has already engaged with content and which kind of

content was it Understand what similar accounts have purchased; use industry heat map (where

possible)

1. It all starts with data

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2. Work with sales to build the plan Build the plan in

partnership Who else do we need to influence within

the account that is not currently in the data base

What content already exists that can be leveraged for these accounts

Where are the gaps for content that needs to be developed

What parts of the plan can marketing customize and what parts do we need sales to deliver

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3. Build and Personalize – 4. then execute!Outbound – examples Email- Customized to their

name and with content for their title/industry

Social- Show relevancy within their industry

Phone- Suspect qualification to identify key influencers

Direct mail- with attention getting premium & Invite to an event

Inbound – examples IP-based ads Retargeting LinkedIn programs Web personalization

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5. Measure and review• # of contacts within the account that opt-in for

communicationCoverage

• Increase in web traffic from targeted accountsAwareness

• # of Accounts that make it to “Marketing Qualified Account” status X# of contacts within an account are engaging in marketing activitiesEngagement

• % of contacts within ABM list that are showing up in our programs over all. Program Impact

• Impact of ABM is influencing the value of deals• Increase in sales velocity vs. non-ABM • Increase in revenue vs. non-ABMInfluence

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8Christine KeeferKeefer Marketing Services

About me:“Start with understandingyour customers, add in anydata intelligence you have,and then build a plan withmeasurable results that trackyour progress against a fullyaligned lead to pipelinemodel. This is my ultimatemarketing happy place”

Contact: https://www.linkedin.com/in/keefer