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.

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.

Transcript

1. The Beginner’s Guide to ABM Success
2. Meet Our Speaker Jason Hubbard: VP of Growth, SalesIntel.io
3. • 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 marketing’s role, importance and your career • Sets up next level – account based sales – Even more valuable If you do ABM right, it has many benefits
4. • Understanding your ICP • Finding accurate data sources • Acquiring the tech needed • Building the campaign / Driving engagement • Monitoring progress Pulling it All Together
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. • Depth of contact data is the key for ABM • Be aware of B2B data decay • Test a sample to verify accuracy B2B Data Sources for ABM • You need 3 contact points - address, email and phone • Trusted Data provider
8. 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 What Tech do you really need?
9. How to Drive Engagement & Response 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
10. How to Drive Engagement & Response 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
11. MEASURE ABM is a Process TRACK ANALYZE REFINE IMPLEMENT
12. Q&A
13. Thank you! SalesIntel.io jhubbard@salesintel.io VP of Growth