The Beginner's Guide to Account-Based Marketing(ABM) Success - PowerPoint PPT Presentation

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The Beginner's Guide to Account-Based Marketing(ABM) Success

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Only 22% of companies work with truly aligned marketing and sales departments worldwide. But account-based marketing (ABM), and its success, is somewhat rooted in that very alignment between marketing and sales. And you will see high yielding results if you know where to begin.So, what are you waiting for? Check out this presentation to learn all that you need to implement a successful ABM program. – PowerPoint PPT presentation

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Title: The Beginner's Guide to Account-Based Marketing(ABM) Success


1
The Beginners Guide to ABM Success
2
Meet Our Speaker
Jason Hubbard VP of Growth, SalesIntel.io
3
If you do ABM right, it has many benefits
  • Aligns marketing and sales
  • Increases marketing and sales ROI as it ties
    budget to results
  • A new and powerful outbound lead generation
    option when combined with other programs
  • Elevates marketings role, importance and your
    career
  • Sets up next level account based sales
  • Even more valuable

4
Pulling it All Together
  • Understanding your ICP
  • Finding accurate data sources
  • Acquiring the tech needed
  • Building the campaign / Driving engagement
  • Monitoring progress

5
Understanding and Building Your Ideal Customer
Profile (ICP)
  • Identifying Personas
  • Building out specific personas of what types of
    people will be targeted with your named accounts.
  • C-Suite
  • VPs of Marketing/Sales
  • Managers
  • End Users
  • Identifying Named Accounts
  • Using your ICP to identify target accounts
  • or companies.
  • Industry
  • Vertical
  • Company Size
  • Number of Employees
  • Annual Revenue
  • Geography
  • Technographics
  • Buying intent

6
Your ABM Strategy is Only as Good as Your Data
  • Segmentation and targeting filters must be
    accurate
  • Inaccurate phone numbers kill productivity
  • Email bounces will derail your campaigns
  • Improper targeting risks your domain reputation

7
B2B Data Sources for ABM
  • Depth of contact data is the key for ABM
  • Be aware of B2B data decay
  • Test a sample to verify accuracy
  • You need 3 contact points - address, email and
    phone
  • Trusted Data provider

8
What Tech do you really need?
  • Integration is Key
  • Account Selection
  • Data, Predictive, Analytics
  • Engagement
  • Email Marketing Automation, Social,
    Personalization, Events, Advertising, etc.
  • Sales Enablement
  • Sales Intelligence, Account insights, Contact
    development
  • Measurement
  • Testing Optimization, Business Intelligence,
    Attribution and Reporting, etc.
  • Infrastructure
  • CRM, MAS, DMP, CMS, Tag Management, Live Chat

9
  • ABM Campaign Planning
  • 4 elements
  • Contact data 50-70
  • Offer for response 20-30
  • Media sequence frequency 20-30
  • Creative 10-20
  • Offer strategy to drive response
  • Content information of real value
  • Self-qualifying offers no more than three
  • No interest reason why is a usable response
  • Fulfillment not only digital hard copy works
    well

How to Drive Engagement Response
10
  • Creative Tips
  • The three relevancies the higher degree of
    relevancy the higher the engagement and response
  • Relevant to company
  • Relevant to individual
  • Relevant to assumed need
  • Direct marketing copy is not like normal copy
  • Conversational you is better than we
  • Straight talk tell them what their thinking
  • Many books on DM copy learn the rules and break
    them
  • Position against status quo or why change

How to Drive Engagement Response
11
ABM is a Process
TRACK
IMPLEMENT
MEASURE
REFINE
ANALYZE
12
QA
13
Thank you!
  • SalesIntel.io
  • jhubbard_at_salesintel.io
  • VP of Growth
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