account based marketing (abm) -...
Post on 04-Nov-2019
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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 )
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Your Speaker
ALEX MOORE
Passionate Marketer and Eternal StudentMoonlight AthleteProfessor
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Today we will discuss…
• What is ABM
• Sales and Marketing Alignment via ABM
• How to get started
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Sales and Marketing…
A common difference of opinion.W h o a d d s va lu e
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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)
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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
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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.
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W h at i s A B M?
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Leads I n flu en ceCopyright Stratagon Inc., 2019
ACCOU NTS CLOSE Copyright Stratagon Inc., 2019
ABM Funnel in 60 Seconds
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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
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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
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How do we get Sales and Marketing
CONNECTED?
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Sales and Marketing Alignment Step #1
Select and agree on target accounts:• Company Size• Industry• Revenue• Geographic Location• Technology• Function• Level (Seniority)• Titles
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Sales and Marketing Alignment Step #2
Agree on central data source:• Company and Contact Data• Insight Data• Engagement or Behavioral
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Sales and Marketing Alignment Step #3
Agree on success metrics:4 Ways to Measure success
Coverage
Awareness
Engagement
InfluenceCopyright Stratagon Inc., 2019
Sales and Marketing Alignment Step #4
Determine tactics and communication channels:• Ad Messaging• BDR Call Sequence/Scripts• Follow up Emails• Retargeting• Funnel Management
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A B M Qu i c k Sta rt.
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To get started:
And segment them into like groups.S elect 1 0 0 Ac c o u n ts
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Determine top, middle, and bottom of the funnel messaging and engagement flow that will fuel your
Fu n n el st r at egy.
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Select an
And develop creative to meet the specs of the channel
A B M P lat fo r m(s)
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Launch the campaign and
Measure.against the predefined metrics
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View and Manage Ad Impressions by Account
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Po p u la r A B M
P lat fo r m s
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T H A N K YO U
Twitter: @alexmoore100www.linkedin.com/in/alexmoore100/Twitter: @stratagonincFacebook: @StratagonBlog: www.stratagon.com/blog
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