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

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.<br><br>And you will see high yielding results if you know where to begin.So, what are you waiting for?<br><br>Check out this presentation to learn all that you need to implement a successful ABM program.

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

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  1. The Beginner’s 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 ROIas it ties budget to results • A new and powerful outbound lead generation option when combined with other programs • Elevates marketing’s 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 Named Accounts: Using your ICP to identify target accounts or companies. • Industry • Vertical • Company Size • Number of Employees • Annual Revenue • Geography • Technographics • Buying intent 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

  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. Q&A

  13. Thank you! SalesIntel.io jhubbard@salesintel.io VP of Growth

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