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Growth Hacking in B2B:Account-Based Marketing
Mike Telem VP Product Marketing, MarketoFormer Co-Founder, Insightera
Overview
• What is Account-Based Marketing
• The typical use case
• A nice story of a small startup…
Should you engage them all…?
Account-Based Marketing
“Focusing your efforts the accounts most likely to generate revenue.”
Target prospects based on Industry, Revenue and Named Accounts
ABM – Find your Sweet Spot
Financial Telecom Healthcare Your CustomizedNamed Account List• Mid-West Target Accounts
• Top 50 Retail Accounts
• Key Enterprise Accounts
• Using Specific Technologies
• Using Competitor’s Products
Medium-sized SW Company Case Study
1,000+ key targeted accounts identified each month
10,000+ impressions on personalized content in last 3 months
Improved sales and marketing alignment around target
accounts
Average time on site up 103% for those who engaged with
personalized campaigns
Personalized campaigns generate up to 33% engagements
ABM for an Early-Stage Startup?!
Story of an Early-Stage Startup
Its hard to move the needle with little resources…
We all want those big LOGOS
Yeah, right…
Story of an Early-Stage Startup
• Insightera – Real-time Targeting and Personalization
• Raised $1.5M in 2012
• 2012: 30+ customers, small team
• Challenges:• Few resources• Uneducated Market• Awareness and demand Gen• Logos, references• Pricing model
• Scale / replication
ABM ResultsTargets Key Efforts Results
Partner
customers
(Named
accounts)
• Focused lead sourcing• Unified sales pitch• Targeted marketing
(events, webinars, content)
• Focused Dev efforts
Less objections More wins – Key logos Awareness in market Network effect Credibility
Competitor’s prospects
• Targeted content, SEO and PPC
• Site personalization• “VIP” sales effort
No education required Bigger accounts Quicker cycles Higher prices Confidence
ABM Flow
MGMT
MKTG
SALESDEV
Analysis
So what is Account-Based Marketing?
In a word…. its
“focus”
Key Takeaways
ABM = Focus = Better Resource Utilization >> Results
• Identify your target accounts
• Engage them in every channel
• Analyze results
• Optimize engagements
