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Plotting your route to success:

The 5 Key Elements of ABM

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Mary-Anne Baldwin, Head of Content, B2B Marketing Andy Bacon, Lead ABM Advisor, Head-Start, B2B Marketing

Plotting your route to success:

The 5 Key Elements of ABM

Mary-Anne Baldwin, Head of Content, B2B Marketing Andy Bacon, Lead ABM Advisor, Head-Start, B2B Marketing

› MODEL

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› Data & Insight graph – 86% are struggling

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Data & Insight

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Company information

• Business model

• Geography

• Size and market share

• Vertical

• Financial results

• Strategic priorities

• Challenges and opportunities

• Business culture

• Industry trends

DMU information

• Organisational structure

• Size of its DMU

• DMU members

• Key influencers

• Purchase intent

• Purchase history

Individual target

information

• Job role & tenure

• Reporting line

• Business/career challenges

• Personal interest, goals &

drivers

• Personality type

• Preferred channel of

engagement

Essential data & insight per account

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Essential data & insight: One-to-one

MODEL

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› Most using it to targets new accounts

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Account definition

Advice on account

selection

• Protect and grow your

existing accounts

• Use strategic one-to-

one ABM

• Know your accounts

as well as sales do

What’s the main aim of your ABM programme?

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Advice on alignment

• Any struggles with ABM look first at

your alignment with sales

• Don’t mistake friendliness for

alignment

• You need clear objectives & shared

responsibility

• ABM is what marketing & sales

achieve together

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Advice on Programme &

Content Execution • You don’t have to perfect

everything before you deliver

ABM – it can be a way to

source more customer intel

• Don’t be overwhelmed by

what others are achieving

through ABM

• Make ABM work for you

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Advice

Consider your existing account pool – have you chosen too many, or those that are

too hard to reach?

Go back to basics with your CRM and ask how effectively it’s being used. Do you

need to upgrade, offer training or incentives?

Take an honest assessment of your relationship with sales and in turn their

relationship with your chosen accounts.

If you come unstuck elsewhere – go back to our ABM Competency Model, or speak

to us!

Take outs:

How to nail those 5 Elements of ABM

Thanks for listening!

Now let’s hear from Andy Bacon

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mary-anne.baldwin@b2bmarketing.net

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