Download - Account-Based Marketing: Meetup PPT
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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