ACCOUNT BASED MARKETING
OUTLINING A STRATEGIC APPROACH FOR B2B MARKETING
ACCOUNT BASED MARKETING (ABM) A TACTICAL APPROACH THAT GIVES GREATER VALUE TO YOUR MOST IMPORANT ACCOUNTS
PLAYS A KEY ROLE IN EXPANDING BUSINESS WITHIN EXISTING CUSTOMER ACCOUNTS
Compiled by author from accountbasedmarketing.com
ABM- Expectations
A Successful ABM program will grow your revenue and you can target and land those big accounts in the process
ABM- Seeks to Develop Relationships with Select Organizations
A deviation from parallel B2C practices where the focus is on targeting and building business relationships
Plays a key role in industry marketing that would not be targeted enough to appeal to the existing customer
ABM- Closes Sales/Marketing Divide
This strategy closes the typical sales and marketing divide through shifting marketing focus to better approximate how B2B Sales organizations generally operate
What Does A Well-thought-out Deployment Approach Look Like?
Construct
DeployMeasure
Understanding all the requirements is key to implementing this very successful new strategy
Compiled by author from accountbasedmarketing.com
Six Key ABM Capabilities
Account Selectio
n
Insights
Orchestration
Distribution
Content
Measurement
Compiled by author from accountbasedmarketing.com
Account Selection
Identify specific accounts you’re going to target
Reflective of existing sales assignment of accounts
This is a critical area that could significantly benefit from more robust solutions
Account Based Marketing CampaignsThe Roles Of Sales And Marketing Teams
ABM- Focus on Highest Valued Accounts
A close working relationship between sales and marketing are essential
Identify what makes up your ideal prospects and what elements you will use to determine your target accounts
Key Attributes To Use Include
Filmographic Data:
Map targeted industries
Sales Names Accounts:
Most sales reps have target account lists
Digital Behavior:
Learn and understand the customer journey
Strategic Needs:
Is the company looking to grow into new markets and/or territories
Compiled by author from marketo.com
Contact Us for the Full Presentation:
Mediacontact USA Inc.13575 58TH Street North #160
Clearwater, Fl. 33760
T: 727 538 4112E: [email protected]
www.mediacontactusa.com
Sources cited
5 steps an Account Based Marketing champ-Marketo http://blog.marketo.com/2013/08/be-an-account-based-marketing-champ-in-5-simple-steps.html
6 keys to ABM strategy and success http://www.accountbased.marketing/strategy/6-keys-to-account-based-marketing-success-infographic/
Account Based Marketing: http://www.itsma.com/abm/ Account Based Marketing: Tactics to drive your ABM Process:
http://blog.topohq.com/account-based-marketing-11-tactics-to-drive-your-abm-process/
Marketers Aren’t taking advantage of Account Based Marketing-yet All statistics were accessed from this website: http://www.dmnews.com/marketing-strategy/marketers-arent-taking-advantage-of-account-based-marketingyet/article/411646/
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