account based marketing (abm) -...

The sales and marketing connector

A c c o u n t b as e d m a r k e t i n g ( A B M )

Copyright Stratagon Inc., 2019

Your Speaker

ALEX MOORE

Passionate Marketer and Eternal StudentMoonlight AthleteProfessor


Today we will discuss…

• What is ABM

• Sales and Marketing Alignment via ABM

• How to get started


Sales and Marketing…

A common difference of opinion.W h o a d d s va lu e


60% of high school students are discovering colleges anduniversities via a search engine. (Social Admissions Report 2017, Chegg)54% of marketers say that pipeline is how they are measured. (Insideview market report 2018)


60% of high school students are discovering colleges anduniversities via a search engine. (Social Admissions Report 2017, Chegg)

70% of high school students prefer email at each phase of the enrollment journey. (2016 TeensTalk Survey)

54% of marketers say that pipeline is how they are measured. (Insideview market report 2018)

59% of sales say marketing is NOT accountable for building a pipeline


60% of high school students are discovering colleges anduniversities via a search engine. (Social Admissions Report 2017, Chegg)

70% of high school students prefer email at each phase of the enrollment journey. (2016 TeensTalk Survey)

54% of marketers say that pipeline is how they are measured. (Insideview market report 2018)

66% of sales and marketing professionals say their biggest challenge is the lack of accurate shared data on target accounts.

59% of sales say marketing is NOT accountable for building a pipeline.


W h at i s A B M?


Leads I n flu en ceCopyright Stratagon Inc., 2019

ACCOU NTS CLOSE Copyright Stratagon Inc., 2019

ABM Funnel in 60 Seconds


Seek success at each selling stage

• New names in target account

• Higher program engagement across

multiple contacts

• Lift in website traffic from target

accounts

• # of meetings set with target accounts

• MQL’s in target accounts

• Successful calls with target accounts

• Higher win rates

• Deeper and broader relationships

• # of opportunities within target accounts

• Pipeline in targeted accounts

• Deal acceleration

EARLY MID LATE

SUCCESS METRICS


80%O f M a r k et ers

Source: ITSMA, Account-Based Marketing and ROI: Building the Case for Investment

MEASURING ROI SAY THAT ABM OUTPERFORMS OTHER MARKETING INVESTMENTS


How do we get Sales and Marketing

CONNECTED?


Sales and Marketing Alignment Step #1

Select and agree on target accounts:• Company Size• Industry• Revenue• Geographic Location• Technology• Function• Level (Seniority)• Titles



Agree on central data source:• Company and Contact Data• Insight Data• Engagement or Behavioral



Agree on success metrics:4 Ways to Measure success

Coverage

Awareness

Engagement

InfluenceCopyright Stratagon Inc., 2019


Determine tactics and communication channels:• Ad Messaging• BDR Call Sequence/Scripts• Follow up Emails• Retargeting• Funnel Management


A B M Qu i c k Sta rt.


To get started:

And segment them into like groups.S elect 1 0 0 Ac c o u n ts


Determine top, middle, and bottom of the funnel messaging and engagement flow that will fuel your

Fu n n el st r at egy.


Select an

And develop creative to meet the specs of the channel

A B M P lat fo r m(s)


Launch the campaign and

Measure.against the predefined metrics


View and Manage Ad Impressions by Account


Po p u la r A B M

P lat fo r m s


T H A N K YO U

Twitter: @alexmoore100www.linkedin.com/in/alexmoore100/Twitter: @stratagonincFacebook: @StratagonBlog: www.stratagon.com/blog

account based marketing (abm) -...

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