© 2016 Fair Isaac Corporation. Confidential. This presentation is provided for the recipient only and cannot be reproduced or shared without Fair Isaac Corporation’s express consent.

The Nuts and Bolts

Account Based Marketing

David FornelliHead of Social Marketing, Digital Marketing Manager

© 2016 Fair Isaac Corporation. Confidential. 2

STEP

STEP

The 411Account-based marketing (ABM), also known as key account marketing, is a strategic approach to business marketing in which an organization considers and communicates with individual prospect or customer accounts as markets of one. Account based marketing is typically employed in enterprise level sales organizations.

5 STEPS TO ACCOUNT-BASED MARKETING

The Nuts and Bolts

MANAGE

ENGAGE

MEASURE

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Account Identification Considerations

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Account Identification Tools

Account Data• LinkedIn• InsideView• HooVers • Dun & Bradstreet• ReachForce

Account Scoring• Leadspace• MINTIGO• Lattice• EVERSRING

Niche Solutions• BuiltWith• Datanyze• Ghostery

Leveraging the Right Tools for the Right Job

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Account Scoring ModelThe Science Behind The Score

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Account Selection ProcessIdentify High-Value Accounts

Use predictive account score & rep knowledge to select accounts Tiers for target accounts Accounts will be locked for 6

months

WHO TO TARGET CHECKLIST

7

Product FitCompetitors’ CustomersStrategic ImportanceIdentify Decision Maker & Influencers

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DECISION MAKER STRATEGY EXAMPLEBasic Campaign Flow

Goal – Identify the Decision Maker

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INFLUENCERS STRATEGY EXAMPLEBasic Campaign Flow

Goal – Identify Influencers

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DEVELOP TARGETED & PERSONALIZED CAMPAIGNS

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Account Based Marketing Funnel Tactical ApproachLeverage different marketing tactics utilizing personalized, consistent messaging

Opt-in Paid programs Social Events

Web Direct mail / survey SDR’s

Retargeting Seminars Roadshows Email Consultations

SDRs Training Demos

© 2016 Fair Isaac Corporation. Confidential. This presentation is provided for the recipient only and cannot be reproduced or shared without Fair Isaac Corporation’s express consent.

Thank You

David FornelliAccount Based Marketing (ABM) Advisor