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MARKETING BRIEFSABM & the Chamber of Marketing Secrets
SPEAKER BIO
HELEN BARLOWCLIENT SUCCESS DIRECTOR
Dedicated, experienced practitioner of B2B Demand Generation solutions, using Inbound Marketing, Content Marketing and both Established and Evolving Marketing Technologies to drive global sales revenues. I support clients to drive, design and implement strategic change and enablement across the whole buyer journey.
SPEAKER BIO
GREG DORBANHEAD OF INBOUND MARKETING
Responsibility to our business and clients for filling the top of the funnel across the full range of Inbound Marketing channels including Search, Pay-‐Per-‐Click, Display Advertising and Social Media through to conversion optimisation and user experience.
Marketing Briefs Webinar Series
• LBDGA are running a series of 30 minute webinars every 2 weeks.
• Short, focused and free of Marketing jargon.• Upcoming webinars:
• Nurture Strategy on 3rd August• Social Selling on 14th September• Gating/Form Strategy on 28th September
• Interested in any of the upcoming topics? Email [email protected]
AGENDA
What we’ll be covering today:
1. What does ABM actually mean?2. The 4 different types of ABM3. How you’re already delivering ABM4. How to identify which model of ABM to adopt5. The Tech Shopping list that you need for ABM
If it is then you’re in the right place!
1. What does Account Based Marketing actually mean?
• Account Based Marketing is probably the hottest topic in Marketing right now.• There are nearly 18 searches relating to ABM or Account Based Marketing every 10 minutes.• But the question is, what does it actually mean?
1. What does ABM actually mean?
Having to find the cash to invest in new technology
Let’s start with what it’s not…
Needing to create lots of new content
Overhauling everything to focus on ‘The One’
ABM is the process of aligningmarketing activity, strategy and execution with
target account types or groups to drive revenue growth
1. What does ABM actually mean?
2. The 4 different types of ABM
• All good things come in sets of 4: • The Seasons• Playing card suits• The Beatles• Calling birds• And ABM…
• So what are they?
2. The 4 different types of ABM
Industry/Sector
Any number of new or existing accounts in the same vertical/sector
Named Account
Moderate or large number of defined, existing or targeted accounts
Customer Lifecycle
Moderate or large number of existing customer that receive differentiated
outreach
Large Account
Very small number of large, existing or targeted
accounts
3. How you’re already delivering ABM in your business
Why are we not adopting Account Based Marketing?
3. How LBDGA helped me earn brownie points with my boss
3. How you’re already delivering ABM in your business1. You’re marketing to
an existing database that is segmented
2. Your business has a Sales team trained to win specific accounts
3. You have a website with a sector section
4. You have case studies and organisethem by sector
5. You attend sector specific events or run customer events
4. How to identify which model of ABM to adopt
üYou now understand what ABM isüYou’ve already been delivering ABM (in some form) already
üYou’re up to speed with the 4 different types of ABM
But how do you decide which model to adopt?
4. How to identify which model of ABM to adopt
What does the Sales Team focus
on?
Where will we see revenue come from?
By size/value
By name
By sector
Net new vs growth
A few large wins
Known opportunities
From 1 or 2 specific sectors
Upsell & retention
Where do I need to invest my marketing ££ and
Time?
Identifying high value opportunities in large accounts
Understand named accounts & sales enablement
Building awareness & creating sector demand
Advocacy & identifying previously unknown opportunities
Going to the Pub
Large Accounts
Named Accounts
Industry Sector
Customer/ Lifecycle
ABM Model
5. The (Tech) Shopping list that you need for ABM
• You want to adopt Account Based Marketing • You’ve identified which model of ABM is right for your business• But do you know what type of Tech you need?
• IP Media Targeting• Account / Sector targeting• Named account targeting
Attract
• Web Personalisation• Nurture/triggered email
Engage
• Sales Insight• Account lead Scoring• Predictive Analytics
Grow
• Web personalisation• Customised/dynamic email• Sales Insight
Retain
5. The (Tech) Shopping list that you need for ABM
RECAP
What we’ve covered today:
1. What does ABM actually mean?2. The 4 different types of ABM3. How you’re already delivering ABM4. How to identify which model of ABM to adopt5. The Tech Shopping list that you need for ABM
Question Time
Upcoming Webinars
If you’re looking for more information around some of the topics raised today:
• B2B Nurture Strategy on 3rd August• Gating Strategy on 28th September• Buyer Journeys on 7th December• Waterfall Reporting on 2nd February
Interested in any of the upcoming topics? Email [email protected]