HOW TO LAUNCH & SCALE AN EFFECTIVE ACCOUNT-BASED MARKETING STRATEGY

Wednesday, May 11th, 2016

Meet Your Speakers

Michael McEuenDirector, Marketing and Growth

AdStage

@lonohead

Megan GoldenSenior Content Marketing

ManagerLinkedIn

@goldmegs

Irina SkripnikSenior Product Marketing Manager

LinkedIn

@iSkripnik

@LinkedInMktg

01 What is Account-based marketing?02 9 Steps to an effective ABM program 03 Real Marketers, Real ABM Tactics04 The Technology to Fuel Your ABM strategy05 Q&A

agenda

@LinkedInMktg

What is account-based

marketing?

@LinkedInMktg

Focus on landing the big fish

“Account-based marketing

is a strategic approach that coordinates

personalized marketing and sales efforts to open

doors and deepen engagement at specific

accounts.”

Jon MillerCEO & Co-founder,

Engagio

Identify the most strategic accounts for your business

Sales and marketing are in lock step

Nurturing buying committees with targeted content

@LinkedInMktg

6

20% increase in deal size

more than 200% in contribution to pipeline

$75 million in incremental marketing sourced or influenced pipeline

When ABM is done

right.

9 Steps to an Effective ABM

Strategy

8

Position ABM as a Strategic Initiative

Step One. Accounts

Goals

Tactics

Responsibilities

Measurements

Which companies and individuals are we pursuing?

What are the desired outcomes with each account?

What can marketing and sales to do achieve those goals?

Who is responsible for what?

How will marketing and sales be measured on their activities and impact?

9

Staff up for Success

Step two.

EntrepreneurSpirit

Broad Skillset

Appreciation for

complexityHybrid

Marketer

Leader Compelling Messaging

Project Manager

Confident Composure

While the overall goal is to land and expand you should also define the discrete goals.

Agree on Goals with Sales

Step three.

Identifying a higher number of individuals within each account

Securing a greater number of senior-level appointments/meetings

Driving faster sales cycle time

Promoting higher customer loyalty

Closing a higher percentage of major deals

Growing revenues within existing accounts

11

Identify Target Accounts

Step four. Where have we sold most effectively in the past?

Ask yourself…

Which kind of accounts have proven most profitable over time?

Which sub-industries do we work with today?

What characteristics are most predictive of sales success?

What attributes make for the best fit with our product?

What traits should rule out an account?

What kinds of accounts play best to our unique strengths?

In which accounts do we already have an advantage?

What accounts deliver the most value (including strategic value)?

Identify Roles or Departments that Influence the Buying Decisions

Step five. Pair technology with sales insights to understand who the decision makers and influencers are.

67% of marketers surveyed by SiriusDecisions turn to sales for account insights. After all, if your goal is to expand an existing relationship, your sales team knows what’s happened with the account and who has been involved from the customer’s end to date.

Your marketing message must reach vertically and horizontally across target accounts.

Create Content to Drive Engagement Across Target Accounts

Step six.

CFO CMO CIO

Develop trust and share knowledge.

Create Content to Drive Engagement Across Target Accounts

Step six.

Understand what stakeholders in target accounts believe.

1 Develop and articulate a well-informed point of view.

2 Frame a story in terms of the value delivered to help buyers see new possibilities.

3

Partner with the Sales Team

Step seven. Create Account Baselines

Account overview and personas on each member of the buying committee

Up-to-date interactions between the account and your company

Unique value propositions and relevant content

Put ABM into Action

Step eight. Leverage technology to stay in sync with sales, get a common view of the buyer’s journey, and agree upon how to sharpen their focus on the customer.

AnalyticsMarketing automatio

nAd serving Personal-

izationAccount planning

Progressive profiling

Customer advocacy marketing

Salesforce automatio

n

Customer intelligenc

eSocial media

Measure Impact

Step nine.

Measure the Impact

Step nine.

Jon Miller of Engagio Recommends…

IMPACTWhat is the value of marketing’s programs?What is the aggregate impact on new pipeline and revenue as measured by movement through a revenue cycle waterfall?

1 COVERAGEDo we know the right people to target within the account?

2 AWARENESSOf all the accounts we’re targeting, how many are aware of our company and brand?

3 REACHIf you hold an event, for example, how many of the people who show up at that event are the right people from the right accounts?

4 ENGAGEMENTHow much time is the prospect spending with us, whether on our website, attending a webinar, or at live events, etc.? What is the aggregate level of engagement across those interactions?

5

9 Steps to an Effective ABM Strategy Position ABM as a strategic initiative

Staff up for success

Agree on goals with sales

Identify target accounts

Identify roles or departments that influence buying decisions

Create content to drive engagement across target accounts

Partner with the sales team

Put ABM into action

Measure impact

Real Marketers, Real Tactics

Account Based Plays

Account Based Plays

Connect with Sales Talk to Customers Tap into your CRM

Defining Your Ideal Customer Profile

Use Historical Data to Your Advantage

Craft Prospect Personas

Creating a Target Account List

Coordinated OutreachCoordinate Outreach

Sales Marketing

Drive EngagementTailor your targeting and messaging

Craft Nurture CampaignsMarketing’s job is not over when a demo request happens.

Inspire Advocates

Recruit & mobilize

LESSONS LEARNEDLessons Learned

Include sales

What to do…

Expand reach across the departments

Continue to market after the sale

Track engagement at the contact & account level

Use multiple mediums to engage

LESSONS LEARNEDLessons Learned

Measure success in leads

What not to do…

Stop marketing after a demo is scheduled

Expect instant results

Run a canned message to all prospects

Target too narrowly

Technology to Fuel Your ABM

Strategy

The ABM Technology LandscapeProspect Engage AnalyzeAdvocate

Research

Predictive

Digital Ads

Direct

ContentOutbound

Customer Success

Advocacy

ManageCRM

MA

ABM

Attribution

Reporting

Polling Events

The most effective platform for marketers to engage professionals

Achieve your goals from awareness to engagement to new business

61Msenior-levelinfluencers

40Mdecision makers

10Mopinion leaders

6MC-level execs

22MMass Affluent

8MBrand managed Company Pages

414Mprofessionals are on LinkedIn

The largest global community of professionals

The Buying Committee

OperationsFinanceSalesMarketing C-Suite HR

Now all possess budget, purchase authority, and influence in buying decisions

Understanding Profile-based Targeting

TitleCompan

y

GeographyMember

entered or IP

Group Membershi

p

SkillsSchoolField of Study

Graduation Year

DanieSeattle, WA USA

Boston University

COMPANY INDUSTRYSIZE

SCHOOL

LOCATION

JOB TITLESENIORITY

FUNCTION

FIELD OF STUDY

DEGREE

GRADUATION AGE

SKILLS

GROUPS

IP

CommunicationBachelor of Science

2011, 25-34Simply Measured, 51-

200, Internet Senior Marketing

Manager, Marketing, Senior IC

CMA, LEWIS, Social Tools

SEO, Social Media, Digital Marketing,

Blogging

39

Targeting by Function Inferred from user entered title

 User Entered Title (possibly many) ↓

 Standardized Title  ↓ ↓

 Seniority Function

Levels of Seniority:Unpaid / Training / Entry IC / Senior IC / Manager / Director / VP / CXO / Partner / Owner

Influence the InfluencerConsider targeting “Entry” and “Senior” individual contributor as part of your audience these are the Senior System Network Engineers, Senior Developers, Accountants, Lawyers, Scientists

OwnerPartner

CXOVP

DirectorManager

SeniorEntry

TrainingUnpaid

Seniority TargetingOur most differentiated targeting option

Company Size and Company Industry Member industry is directly inferred from their current experience

 Company Entered Name 

 Company Entered Industry 

 Company Entered # of employees

 Engage your prospects with relevant content in the world’s only professional feed

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Align sales and marketing by seamlessly engaging influencers and decision makers

across your key accounts with Account Targeting on LinkedIn

47

Align program dollars and resources against priority accounts that are determined

in partnership with your sales team Why How

Audience and reachAccurately target influencers across prospect organization

RelevancyTailor Sponsored Updates and Sponsored InMail campaigns to accounts that matter most

Business impactDeliver relevant content that translates into meaningful results

Your target audienceDefine your account list and streamline your focus using LinkedIn profile-based targeting like seniority and job function

Your ContentCreate relevant and valuable content to drive impactful engagement among your key accounts

Your ResultsMeasure the effectiveness of your campaigns and optimize your content

Re-engagementRe-establish a connection with your lost opportunities through valuable and relevant content

Thought leadershipDeepen relationships with your current customers and find a voice amongst your target accounts

Business results Deliver marketing-influences leads to your sales team

Use Case

48

Wrapping up...

You know what ABM is

You have 9 steps to an effective program

You have real tactics to implement

You understand ABM specific technology

Q&A

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