account-based marketing: meetup ppt
DESCRIPTION
Buyers today spend much more time researching a purchase before engaging with a sales person, which puts considerable responsibility for the sale on the marketing team. Account-Based marketing (ABM) strategy helps B2B marketers target high-yield accounts and stay focused on the deals that are most likely to generate revenue. Learn how to: Identify and target your key accounts Discover and map effective content Drive engagement with target accounts Measure and analyze the effectiveness of your marketing programs across various channels Optimize your marketing budget to focus on the best-performing programs Learn from real-life examples and how companies applied this strategy.TRANSCRIPT
B2B Account-Based Marketing (ABM)
How to Target your Key Accounts and Drive Revenue
Yanir Calisar Product Expert Marketo
Overview
• Defining Account-‐Based Marke5ng (ABM)
• The 3 W’s model for ABM
• Successful ABM use cases
• How to get started with your own ABM
Account-Based Marketing (ABM) “Focus on those accounts most likely
to generate revenue.”
Planning your marke5ng strategy based on Loca5on, Industry, Revenue and Named Accounts.
Why ABM?
• Minimize waste and focus marke5ng efforts
• Improve alignment between marke5ng and sales
• The data and technology are available
• 82% of prospects value content targeted to their specific industry
• 75% of execu5ves will read unsolicited materials that contain ideas
that might be relevant to their business
• 84% of marke5ng execu5ves say they plan on developing a process
to map rich media content assets to buyer journey stage
• Average number of content pieces on company websites: SMB -‐
290, Ent. -‐ 2,430.
ABM Stats
The 3 W’s Model for ABM
The 3 W’s Model for ABM
Who Identify Target Accounts > Verticals > Size/Revenue > Named Accounts
What Discover & Map Content > White Papers > Case Studies > Videos, Posts
Where Channels > Website, Mobile > Email > Advertising
Who - Identify your Target Accounts
• Determine account profiles
• Industry, loca5on, revenue, technology
• Behavior, customer journey and target personas
• Named account lists
• Correlate with strategic goals
• Regional expansion, market share growth, big brands, compe5tors’ customers
Financial Telecom Healthcare Your Customized Named Account List
• Mid-West Target Accounts
• Top 50 Retail Accounts
• Key Enterprise Accounts
• Existing customers
Who - Identify your Target Accounts
What - Discover and Map Effective Content
• Discover marke5ng content assets
• Map content to target segments
• Analyze content consump5on
Target Segments Awareness Interest Evalua3on Commitment
Fortune 500 Why enterprises need
cyber security
Infographic
GE
Case Study
Tech-‐S product
Datasheet
Fortune 500 Product
User Group
Financial Industry
Customer Service in Finance Sector
Blog Post
10 Tips Banking and Technology
Video
Tech-‐S
White Paper
Tech-‐S Customer
Event/ Conference
Named Account Lists
Learn how Tech-‐S leverages site security
Overview Video
Op5mize your web security
Webinar
Security Expert Offer
Free consulta3on
Join the top security execu5ves
Breakfast mee3ng
• Mapping content with a Content Matrix
What - Discover and Map Effective Content
What - Discover and Map Effective Content
What - Discover and Map Effective Content
Where - Channels
Web
Mobile
PR’s & Advertising
Offline Events
© 2013 Marketo, Inc. Marketo Proprietary and Confiden5al
Use Cases
Use Case • Blue Jeans provides a cloud-‐based video conferencing
service that connects par5cipants across a wide range of devices and conferencing placorms.
• ABM Challenge: Largest US Banks
Use Case • ABM Challenge: Largest US Banks
Who Largest US Banks Account-Based Lists
What Case Studies Banners / Logos Videos
Where Website Mobile Emails
Real-time Personalization
http://pages.insightera.com/wp-content/uploads/2014/04/RTP-Campaigns2.html
Real-time Personalization
Getting Started
Where to start?
Iden3fy high yield targets
Map effec3ve content
Execute campaigns
Measure and analyze results
Key Takeaways
• Focusing on your key revenue genera5ng accounts
• The 3 W's model for ABM: who, what, where
• Gegng started is easier than you think
Thank you! Any Questions?
Ebook: Account-‐Based Marke5ng
Yanir Calisar
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