Account Based Marketing:Account Based Marketing:

How to get your Prospects How to get your Prospects from Potential Friends to from Potential Friends to

Friends with BenefitsFriends with Benefits

What is Account Based Marketing?What is Account Based Marketing?

ABM

By the Book DefinitionBy the Book Definition

Account Based

Marketing or ABM, is the practice of marketing toward a specific prospect with a completely

personalized marketing campaign.

In Simple Terms…In Simple Terms…

You are

researching and

trying to appeal to only

one specific client

Who Cares?Who Cares?

You Should…You Should…

According to ITSMA there are five major reasons most companies are practicing ABM

Reason #1Reason #1 ABM represents a

potentially significant improvement to the existing account planning process

Reason #2Reason #2 Adds the “power” of

marketing to the account development process

Marketing

Reason #3Reason #3

Helps companies focus on their most important accounts and opportunities

ReasonReason #4#4 Develops deeper

relationships with a broader set of decision makers

(get to long walk on the beaches level...)

ReasonReason #5#5

ABM has a high rate of return

So How Do I ABM?So How Do I ABM?

ITSMA and DemandBase believe in a five step program in order to make ABM work

Step 1Step 1

Align

(Be on the same track!)

AlignAlign

To align means to unite your sales and marketing team as one

Together they will make better judgments in choosing accounts

Step 2Step 2

Pilot

PilotPilot

To pilot essentially means trial and error

Find out what ABM techniques work and what don’t

Step 3Step 3

Build

BuildBuild Once you have identified

techniques that work expand

Pick more accounts that can be

profitable with ABM

Step 4Step 4

Standardize

StandardizeStandardize

The more ABM accounts you get the more you need a model

Develop a way of pushing out more ABM programs

Step 5Step 5

Scale

ScaleScale

ABM has a great potential for revenue

Apply ABM to other fields of marketing

Myths About ABMMyths About ABM

Sales Calls the ShotsSales Calls the Shots Sales doesn’t have the only or final say

Equal partnerships between the sales and marketing team will identify the best accounts

You Can Only Handle So You Can Only Handle So Many Accounts With ABMMany Accounts With ABM

It does take a little more time to go after accounts with ABM

Slow and Steady Wins the Race.

The more ABM programs you develop the better

chances at landing big accounts

You Don’t Really Need Info on You Don’t Really Need Info on Your ClientsYour Clients Because you are giving them the

time of day means you can’t skimp out on the research Learn about them!

Use ABM on All AccountsUse ABM on All Accounts

ABM is designed for the big profit accounts

Client A

Client B

Which one would you choose?

The bigger the client the bigger the profit, the smaller the client the smaller the profit

Let’s RecapLet’s Recap

Align

Pilot

Build

Standardize

Scale

Step 1

Step 2

Step 3

Step 4

Step 5

Make an Arranged MarriageMake an Arranged Marriage

The Sales and Marketing team

need to

come together in holy matrimony in order for a

successful ABM program

Don’t Over Do ItDon’t Over Do It

It’s the same as underwear, one size does not fit all

ABM works because you are specifically tailoring to a prospective client

Supply and DemandSupply and Demand

The more you want the more ABM programs you need to develop

DO YOUR HOMEWORKDO YOUR HOMEWORK

ABM only works if you really KNOW the client

Learn everything about them down to their favorite kind of ice cream

Always Make Them Always Make Them Feel Special Feel Special

Finally, remember the purpose of ABM

is to appear personalized to your client

Treat them as if you are their biggest fans!

Learn More!Learn More!

For more information about Account Based Marketing check out our free “Orange Paper” All You Need to Know…and More! About Target Account Based

Marketing here: http://www.salesquest.com/resources/target-

account-based-marketing/