Upload
terminus
View
112
Download
0
Embed Size (px)
Citation preview
ABM Strategies
4 Types ofABM1:1 ABM ABM Lite
Programmatic ABM Bolt-on
ABM
Add expanded reach to entire account to supplement lead-based nurture.
ABM-inspired tactics across 100s or even 1,000s of identified accounts.
Accounts share similar business attributes, challenges, and initiatives.
For high-value, strategic accounts. Highly personalized.
Higher Value Lower Value
1-10 accounts 10-100 accounts
100-1000 accounts
ABM
@terminus #ABM #FlipMyFunnel
7 ABM Strategies Every Marketer Must Master
Net New Interest Dead Opp
Renewal & ExpansionOpportunityBuying Stage
ABM Strategy
(1:1, ABM Lite, Programmatic)
Lead-Based
Strategy(Bolt-On ABM)
Demand Gen Sales Pipeline Customer Marketing
Pre-targeting
Renewal & Upsell
Pipeline Accelerati
on
Wake the
Dead
AccountNurture
Lead-to-Account Nurture
Land & ExpandX
@terminus #ABM #FlipMyFunnel
PURPOSEGenerate awareness with cold / net-new
accounts to improve outcomes for outbound
campaigns
TACTICSTerminus
campaignsSDR cadences
Email campaigns Direct mail
Events
BENEFITSImproved
engagement rates, account penetration, and MQAs created
KPIs
Pre-TargetingABM Strategy + Terminus
Demand Gen
@terminus #ABM #FlipMyFunnel
# of meetings set % of accounts that show engagement
# of target accounts that attend an event
or webinar
PURPOSEEngage key stakeholders
throughout account to increase conversion to
sales pipeline
Terminus campaigns
Email campaigns Webinars
Direct mail Events
Retargeting
Increased engagement
throughout entire account and
accelerated pipeline conversion
KPIsLead-to-opportunity
conversion rateMQA-to-opportunity
conversion ratePipeline created
@terminus #ABM #FlipMyFunnel
Account NurtureABM Strategy + Terminus
Demand Gen
BENEFITSTACTICS
Deliver message beyond the individual
lead and engage more
stakeholders in the account
Terminus campaigns
Lead-based email nurture
Retargeting
Expands reach of nurture to include
other key stakeholders
Increased likelihood of converting to
opportunity
Lead-to-Account Nurture (Bolt-On ABM)
Lead Based Strategy + Terminus
Demand Gen
@terminus #ABM #FlipMyFunnel
PURPOSE KPIsLead-to-opportunity
conversion ratePipeline created
BENEFITSTACTICS
PURPOSEEngage wider audience of
stakeholders during sales process to increase pipeline
velocity and win rates
Terminus campaigns
Sales person engagement
Field marketing activitiesEvents
Shorten sales cycle, accelerate opp
progression, and increase closed/won
rates
KPIsWin rates
Opportunity stage conversion
Sales cycle lengthRevenue
#ABM #FlipMyFunnel
Pipeline Acceleration
ABM Strategy + Terminus
Sales Pipeline
@terminus #ABM #FlipMyFunnel
BENEFITSTACTICS
PURPOSEGenerate pipeline by
re-engaging opportunities that
have been closed out in the sales pipeline
Terminus campaigns
Sales person engagement
Events Direct mailWebinars
Email nurture
Revives lost pipeline which has a higher propensity to buy
KPIsPipeline generated
Win ratesRevenue
Wake the DeadABM Strategy + Terminus
Sales Pipeline
@terminus #ABM #FlipMyFunnel
BENEFITSTACTICS
Engage other divisions or business units within an account
Terminus campaigns
Sales outreach Account
management Email campaigns
Direct mailCase study
Increase revenue in existing accounts by
targeting other divisions with customized messaging
Land & ExpandABM Strategy + Terminus
Customer Marketing
@terminus #ABM #FlipMyFunnel
PURPOSE KPIsNew revenue
% of new revenue influencedChurn rate
BENEFITSTACTICS
Renewal & UpsellABM Strategy + Terminus
Customer Marketing
@terminus #ABM #FlipMyFunnel
Engage key decision makers beyond user in
order to increase renewal rates and
contract value
Terminus campaigns
Sales outreach Account
management Email campaigns
Direct mail
Improved contract value and churn rates
by engaging the entire account prior
to renewal
PURPOSE KPIsNew revenue
% of new revenue influencedChurn rate
BENEFITSTACTICS
@terminus #ABM #FlipMyFunnel