5 Critical Steps to Account-Based Marketing

@uberflip#ABMHacks @marketo

Charm BianchiniSr. Director Marketing, Marketo@charmbianchini

5 CRITICAL STEPS TO ACCOUNT-BASED MARKETING

Victoria HoffmanContent Marketing Manager, Uberflip@victoriahoffman


JOIN IN ON

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Questions? We’ve got answers! (At the end of the webinar )


Meet the Expert

Street Cred:

• Passionate about marketing• Been practicing ABM tactics for

years• Fun Fact: If I wasn’t a marketer, I

would be an undercover CIA agent

Charm BianchiniMarketo


Let’s get hacking!


Agenda

• What Is Account-Based Marketing (ABM)• 5 Critical Steps to ABM• Successful Campaign Examples• Measuring Success


Two Approaches to Demand Gen

Broad-Reach Marketing Account-Based Marketing


Account-Based Marketing (ABM)

A strategic approach to sales and marketing where you focus your efforts on a specific set of high-value accounts with personalized messaging, campaigns and outreach


The ROI Is Very High

“Compared to other marketing initiatives, ABM delivers the highest return on investment of any B2B marketing strategy or tactic”

Source: Altera Group

97%

said ABM had a somewhat higher or much higher ROI than

other marketing initiatives

84%

said ABM provided significant benefits to retaining and expanding

existing client relationships

- 2014 ITSMA Account-Based Marketing Survey


It’s All About Collaboration

MktgSales

Mktg

SDRsVC

ABM Program Demand Gen Program


ABM Hack: Create a Process

• Identify stakeholders and get buy-in• Define ABM• Establish goals and metrics

• Accelerate sales cycle• Increase ASP• Penetrate new verticals

• Develop a plan• Focus on high-value companies• Align sales and marketing • Deliver strategic, orchestrated campaigns• Agree upon a timeline


5 Steps to Account-Based Marketing

Identify Accounts

1 2 3 4

Profile Accounts

LaunchCampaigns

Measure & Analyze

5

Create Content


Step 1: Identify High-Value Accounts


Account Identification Considerations

HighYield

Product Fit

StrategicImportance

Competitors’Customers


ABM Hack: Utilize Technology

• Marketing technology stack expanding• Use marketing automation to track customer behavior• Marketo ABM


Leverage Account Identification ToolsAccount Scoring: Niche Solution:

Ex. Competitive Data: Account Data:

etc.etc.etc.


Account Selection ProcessTop 20 Tier 1 Tier 2

Number of accounts 20 ~1,000 ~1,000

Selection criteria • Sales leadership to provide

• Account score = 100

• Filtered out some industries: e.g. Real Estate, Non-profit,

etc.

• Accounts from Sales to be added to this tier

• Each rep to pick 20 accounts

Use Leadspace account score AND rep knowledge to select accounts• Tiers for target accounts• Lock for 6 months


Account Scoring Model

Historical Data• Win rate• Deal Size• Etc.

Firmographic Data• Annual Revenue• Employee Size• Etc.

4K+ Signals• Social Media Activity• Funding• Etc.


Tier 2: AE Account Identification


Step 2: Account Profiling and Mapping


Account Profiling and Mapping

Build a plan to focus on the right part of the organization: Gather research:• Financial health• Business initiatives• Personnel developments• Technologies• Org structure• SWOT analysis• Industry analysis

Acme IndustriesIn-depth Company Report

August 2015


Account Profiling and Mapping Example


Step 3: Create Compelling Content


Develop Personas

Goal: IdentifyDecision Maker

Email Programfor Opt-ins

3. Connect: Follow-up w/calls

1. Drive Awareness: LinkedIn, Facebook Targeting, Website

Personalization

2. Engage: Field Events – Upcoming

Goal: IdentifyInfluencers

Ongoing Email Campaigns

3. Connect: Follow-up w/ those who

engage

1. Drive Awareness: Targeted Display

2. Engage: Direct Mail Campaigns

Decision maker:

Influencers:


Map the Journey


Step 4: Develop Targeted and Personalized Campaigns


Multi-Channel Approach

Get Your Voice Heard: • Use as many channels as possible• Systematic approach• Coordinate your story• Laser targeting


ABM Tiered Programs


ABM Funnel Tactical Approach


Campaign Examples


ABM Web Personalization

Conversion rates (3/15-4/12): Default: 27%; Personalized: 40%

Default Personalized to Enterprise visitors in NoAm

Definitive Guide to Web Personalization Landing Page


ABM Content Syndication

• Content syndication programs targeting ABM accounts piloted over the last 12 months

• Program ROI• Total Spend: $124K• New Pipeline: $1.3M• Pipeline to Cost Ratio: 10


ABM Direct Mail

Direct Mail program for Higher Education target accounts to drive pipeline

• 95 recipients (multiple recipients at institutions – 33 unique accounts)

• 76% successfully delivered• 4 meetings• 3 ENT opps created


ABM Target Account Emails Highly customized emails personalized with:• Account’s unique

challenges/objectives• Marketo’s ability to address

challenges/meet objectives• Relevant case study and

metrics

Email:-30% open rate-Meeting set


Engagement Marketing Luncheons

• Goal: Drive Target Account attendance• Metrics: C- level attendance, 4 ENT opps,

10x pipeline, Target account reg (50%)• Timing: month one, three months out, 1 year• Questions:

• What percentage of target accounts did sales drive?

• Did we create C-level engagement?• Did we get meetings in our key

accounts?• How did the program do overall?


ABM Hack: Align Sales and Marketing

• Develop a plan for both sales and marketing to execute• Work closely with sales for coordinated outreach• Create SLAs• Train reps on how to use tools and programs


ABM Web Activity Report

Customized, automated weekly report sent to reps on target account activity

Tracking:• Number of unique visits• Pages visited• Other engagement metrics

Prioritize ABM MQL Follow Up


Step 5: Measure and Analyze


ABM Dashboard


ABM Dashboard


ABM Salesforce Dashboard

Results:-32% increase in ASP-25% of pipeline


ABM Hack Takeaways

• Define a process and cross-functional team• Leverage technology• Align sales and marketing• Create a plan• Think multi-channel• Be personal • Measure and improve


For more information:www.marketo.com

Resources


QUESTION TIME!

Charm BianchiniSr. Director Marketing, Marketo

@charmbianchini

hub.uberflip.com

Victoria HoffmanContent Marketing Manager, Uberflip

@victoriahoffman
