Transcript
Page 1: Account based marketing slideshare

ACCOUNT BASED MARKETING

OUTLINING A STRATEGIC APPROACH FOR B2B MARKETING

Page 2: Account based marketing slideshare

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

Page 3: Account based marketing slideshare

ABM- Expectations

A Successful ABM program will grow your revenue and you can target and land those big accounts in the process

Page 4: Account based marketing slideshare

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

Page 5: Account based marketing slideshare

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

Page 6: Account based marketing slideshare

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

Page 7: Account based marketing slideshare

Six Key ABM Capabilities

Account Selectio

n

Insights

Orchestration

Distribution

Content

Measurement

Compiled by author from accountbasedmarketing.com

Page 8: Account based marketing slideshare

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

Page 9: Account based marketing slideshare

Account Based Marketing CampaignsThe Roles Of Sales And Marketing Teams

Page 10: Account based marketing slideshare

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

Page 11: Account based marketing slideshare

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

Page 12: Account based marketing slideshare

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

Page 13: Account based marketing slideshare

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/