account based marketing (abm) for the efficient b2b marketer

© 2016 Integrate, Inc. 1

Based on a Webinar by:

© 2016 Integrate, Inc. 2

Scott VaughanIntegrate

@ScottAVaughan

Matt HeinzHeinz Marketing @HeinzMarketing

Jason SeebaBloomReach

@jseeba

This ABM Thing,

What Is It Really?

© 2016 Integrate, Inc. 3

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Isn’t this just sales disguised?

ABM Defined

Account-Based Marketing / ay-bee-em• noun. A strategic approach to business

marketing in which an organization considers and communicates with specific businesses as markets of one.

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But How Do You

Get It Right?

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Jason Seeba

Chief Marketing Technologist,

BloomReach

@jseeba

HERE’S HOW JASON DID IT

Step 1: Plan & Set Goals

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Step 2: Assign & Align Roles

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Step 3: Define Target Accounts

• For us = vertical,

website traffic, pages

indexed in Google,

and revenue

• Continually updated

data/target lists

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Step 4: Develop Personas

…because people

sign the checks

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Step 5: Map Your Universe

1. Accounts + names

2. Populating CRM

3. Updating with relevant

contacts/changes

4. Routing leads to

accounts

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Step 6: Create Content…

That Isn’t Ignored

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…Then Match that Content

to the Journey

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Step 7: Identify Tactics to

Engage Audiences

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BALANCE IS KEY

INBOUND OUTBOUND

Discover with Outbound

Engages target-account personas where they’re

having relevant conversations:

• IP-ad targeting and retargeting

• Third-party content marketing

• Trade shows

• Email (nurturing)

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To Named

Accounts

Only

Attract with Inbound

Inbound…it still matters –

helps inform you of what your

target accounts and personas

look like.

Website, blog & landing pages:

• Tracking

• Personalization

• Progressive profiling

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Step 8: Analyze Data…

That Matters

Key Focus:

Engagement by the

right people in

target accounts

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What to Analyze

Immediately

Engagement among

targeted

accounts/personas

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What to Analyze Long Term

Revenue

attribution in

MA/CRM

platforms

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But Before You

Get Started…

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Make Sure You

Have the Right

Tools

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ABM Tools that Help

Tool Role Key Players

MA/CRM The hubs of your ABM tech stack

PredictiveProvides info needed to devise

ABM tactics

Website PersonalizationTrack visitors, sources and actions

to deliver personalized experience

Data Management &

MeasurementEnsure usability of data collected

from ABM programs

IP Targeted AdvertisingEnsure ad budget is spent only on

reaching targeted companies

Automated Outbound

Demand Gen

Engage decision makers at

targeted companies with long-form

content

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What Tech Do You Need?

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Isn’t It Time to

Build Yours?

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Plan your ABM program

using this workbook.

Includes everything you need to get

started:

Detailed guidance for each step

8 customizable worksheets

Insights on current ABM tech

vendors

Were these steps

helpful for you?

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Thank you!