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Account based marketing is all about focus. It helps organizations, big and small, leverage their resources to win the accounts that really matter
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Growth Hacking in B2B:
Account-Based Marketing
Mike TelemVP Product Marketing, Marketo
Former Co-Founder, Insightera
Overview
• What is Account-Based Marketing
• The typical use case
• A nice story of a small startup…
Should you engage them all…?
Account-Based Marketing
“Focusing your efforts the accounts most
likely to generate revenue.”
Target prospects based on Industry, Revenue and Named Accounts
ABM – Find your Sweet Spot
Financial Telecom Healthcare Your Customized
Named Account List
• Mid-West Target Accounts
• Top 50 Retail Accounts
• Key Enterprise Accounts
• Using Specific Technologies
• Using Competitor’s Products
Medium-sized SW Company Case Study
1,000+ key targeted accounts identified each month
10,000+ impressions on personalized content in last 3 months
Improved sales and marketing alignment around target
accounts
Average time on site up 103% for those who engaged with
personalized campaigns
Personalized campaigns generate up to 33% engagements
ABM for an Early-Stage Startup?!
Story of an Early-Stage Startup
Its hard to move the needle with little resources…
We all want those big LOGOS
Yeah, right…
Story of an Early-Stage Startup
• Insightera – Real-time Targeting and Personalization
• Raised $1.5M in 2012
• 2012: 30+ customers, small team
• Challenges:
• Few resources
• Uneducated Market
• Awareness and demand Gen
• Logos, references
• Pricing model
• Scale / replication
ABM Results
Targets Key Efforts Results
Partner
customers
(Named
accounts)
• Focused lead sourcing
• Unified sales pitch
• Targeted marketing (events,
webinars, content)• Focused Dev efforts
Less objections
More wins – Key logos
Awareness in market
Network effect
Credibility
Competitor’s
prospects
• Targeted content, SEO and
PPC
• Site personalization• “VIP” sales effort
No education required
Bigger accounts
Quicker cycles
Higher prices
Confidence
ABM Flow
MGMT
MKTG
SALESDEV
Analysis
So what is Account-Based Marketing?
In a word…. its
“focus”
Key Takeaways
ABM = Focus = Better Resource Utilization >> Results
• Identify your target accounts
• Engage them in every channel
• Analyze results
• Optimize engagements
