What is Account Based Marketing (ABM)?

WHAT IS ACCOUNT BASED MARKETING (ABM)?

IT’S EASIER AND EASIER TO TUNE OUT MASS

MARKETING (EMAILS, TEXTS, AND ADS)

ONE MESSAGE FOR EVERYONE NO LONGER WORKS…YOU NEED TO STEP UP YOUR GAME

YOU’RE LIKELY ATTRACTING THE WRONG AUDIENCE

of B2B website visitors are not potential customers

of website visitors bounce without interaction after 1 page

82%

60%

SO HOW CAN YOU CHANGE THIS?

ABM IS ONE WAY MARKETERS ARE IMPROVING THEIR PROSPECT TARGETING

WHAT IS ABM?

ACCOUNT BASED MARKETING (ABM):

MARKETING TO ACCOUNTS/PROSPECTS MOST VALUABLE OR LIKELY TO DRIVE REVENUE

TARGETING DEFINED, KEY ACCOUNTS THAT ARE STRATEGICALLY IMPORTANT

PERSONALIZING MESSAGING AND MARKETING EFFORTS TO RESONATE WITH ACCOUNTS

ABM TRADITIONAL MARKETING

ABM IS HIGHLY TARGETED

ABM DETERMINES WHICH PROSPECTS/CUSTOMERS ARE MOST VALUABLE AND DEVELOPS PROGRAMS TO TARGET THEM SPECIFICALLY

ABM FOCUSES ON ACCOUNTS – NOT MARKETS

CONTENT AND CAMPAIGNS ARE PERSONALIZED AND OPTIMIZED BASED ON ACCOUNT NEEDS

ABM TARGETS BOTH CUSTOMERS AND PROSPECTS

CAMPAIGNS BRING IN NEW CUSTOMERS AND OPPORTUNITIES TO GROW CURRENT ACCOUNTS (E.G., UPSELL OR CROSS SELL)

SO… GIVE ME THE REASONS IT WORKS….

1PROVIDES A STRONG ALIGNMENT BETWEEN SALES AND MARKETING

By focusing on accounts vs. leads – marketing and sales speak the same language:

• There is a common goal• The teams work together to close more accounts• Resources are used efficiently to focus entirely on the customer• Conversions increases because every touchpoint is personalized for

the customer

Average annual revenue growth of organizations with aligned sales and marketing teams

32%of ABM users report their sales and marketing teams are mostly or completely aligned

70%

2 INCREASES EFFICIENCY AND REVENUE

ABM helps you focus on the most valuable accounts or ones most likely to generate revenue

Once you’ve identified the accounts that generate the most revenue, you can fuel your sales funnel with similar deals.

Look at your customer history, sales feedback, account lists and profiles, buyer behaviors, etc. to identify these accounts

of those who have employed ABM for at least a year attribute revenue increase to its use

60%

3 REDUCES WASTE

Rather than spending budget on customers and impressions that don’t turn into sales, ABM focuses on specific, valuable accounts that improve your ROI

of marketers say ABM outperforms other marketing investments

80%

4 SHORTENS THE SALES CYCLE

You can eliminate unqualified buyers right away.

By avoiding time waste on the wrong accounts and focuses on the “right ones” more likely to buy, you’ll shorten the sales cycle

5 QUALIFIES LEADS THROUGH PERSONALIZED MESSAGING

ABM enables you to qualify and target leads before marketing to them

• Map your content to buyer personas and the buying stages of the funnel

• Personalize your messaging to them based upon their needs and pains

of respondents agree that increasing engagement with target accounts is the #1 benefit of ABM

83%of consumers say they feel better about a company that delivers custom content, and are more likely to buy from that company

61%

6 DELIVERS THE HIGHEST ROI

“Nearly all B2B solution providers that measure Account Based Marketing (ABM) ROI find that ABM delivers higher ROI than other marketing initiatives.”

- ITSMA Study

7 ENABLES TRACKING AND OPTIMIZATION

Since ABM creates highly segmented and targeted campaigns, it is easier to analyze data and optimize as needed

of respondents report ABM is a key driver of marketing success

96%

18 © 2015 Amanda Calhoun. All rights reserved.

Now that you know about the benefits, are you ready to implement an effective ABM strategy?

Reach out for more information:

THANK YOU!

Resources:

http://rachelklausner.com/portfolio-post/account-based-marketing-infographic/http://www.slideshare.net/DrifttHQ/what-is-account-based-marketinghttp://www.leandatainc.com/uncategorized/the-new-state-of-account-based-marketinghttp://www.visualistan.com/2016/01/9-reasons-to-try-an-account-based-marketing-strategy.htmlhttp://www.itsma.com/research/account-based-marketing-and-roi-building-the-case-for-investment/http://blog.marketo.com/2015/09/what-is-account-based-marketing-abm-and-is-it-right-for-you.html