what you need to know about account-based marketing

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What You Need to Know About Account-Based Marketing

Victoria(HoffmanContent(Marketing(Manager,(Uberflip@victoriahoffman

Ben(EarleHead(of(Industry,(B2B,(AdRoll@BenjaminJEarle


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So,(what(is(ABM?(

ABM(allows(marketers(to(target(key(prospects(with(personalized(marketing(messages


How(to(execute(ABM(– Defining(your(audience

Define(your(Audience(

Onboard(your(data

Develop(a(Marketing(Strategy

Measure(your(Campaigns

• First(Step

• Align(marketing(with(sales

• Define(your(audience


How(to(execute(ABM(– Onboarding(your(data


Onboard(your(data



• Next(is(to(upload(data

• Can(upload(by(hand(or(with(integrations


How(to(execute(ABM(– Developing(a(strategy


Onboard(your(data



• Establish(a(cohesive(strategy

• The(goal(here(is(to(close(deals(and(convert(accounts


How(to(execute(ABM(– Measuring(your(campaigns


Onboard(your(data



• Here(you(identify(your(Key(Performance(Indicators((KPIs)

• Necessary(to(allocate(marketing(budget(effectively


STEP 1:

DEFINING YOUR AUDIENCE


Sales

Marketing

• Avoids(department(bias

• Helps(create(a(cohesive(definition(of(your(ideal(customer

• Can(deliver(more(highVquality(between(marketing(and(sales


Sales(data(to(consider

Size(of(companies(in(closed(accounts

Average(account(value

Length(of(a(sale

Industries(of(closed(accounts

Locations(of(companies(within(closed(accounts


STEP 2:

AUDIENCE SEGEMENTATION ANDDATA ONBOARDING


Self(Selection

Dynamic(Data

Static(Data

Audience(Segmentation(– Self(selection(

• Acquiring(target(lists(from(new(business(sales(and(marketing(executives

• Very(simple,(but(it(has(the(potential(to(be(ineffective

• Human(error(can(play(a(role(here

• It’s(important(to(test(and(diversify(your(outreach(techniques(when(relying(on(internal(selection

• These(lists(are(often(pulled(from(your(existing(CRM(database


Self(Selection

Dynamic(Data

Static(Data

Audience(Segmentation(– Static(data

• Covers(demographic(data,(company(info,(and(cultural(indicators

• This(often(relies(on(who(companies(think,(or(assume,(their(customers(are

• It’s(important(to(consider(what(these(assumptions(are(based(on.(How(old(is(the(data?(Where(does(it(come(from?(How(well(has(it(performed(for(you(in(the(past?(


Self(Selection

Dynamic(Data

Static(Data

Audience(Segmentation(– Dynamic(data

• Uses(algorithms(to(pull(together(lists(of(data.(

• These(algorithms(analyze(things(like:(how(long(a(customer(stayed(on(your(site,(what(products(they(viewed,(and(whether(or(not(they’ve(spent(with(you(in(the(past.(

• LeastVbiased(of(the(three(methods(because(it(pulls(data(from(actual(customers.(


Audience(segmentation(ideas

Existing(CRM(segments

Warm(leads

FirstVparty(Intent(data

Cold(Leads

Upsells


STEP 3:

DEVELOPING ANABM STRATEGY


The(big(picture

Don’t(operate(on(an(ABMVonly(strategy

Don’t(forget(about(companies(who(reach(out(to(you

Customize(your(messaging(and(mage(it(engaging

Identify(what(channels(make(sense(for(your(business


ABM(for(retargeting(potential(accounts

ABM(for(retargeting ABM(for(nurturing ABM(for(acquisition

• With(AdRoll,(you(can(track(visitors(to(your(Hub(and(display(ads(to(them(related(to(the(content(they(viewed.(

• We(can(tag(and(target(the(visitors(to(these(pages(as(“high(intent.”

• Retargeting(generates(greater(online(sales(by(keeping(your(brand(front(and(center(and(bringing("window(shoppers"(back(when(they're(ready(to(buy.


ABM(for(nurturing(current(accounts


• ABM(can(also(be(used(to(nurture(accounts(who(may(have(stopped(interacting(with(you(in(the(past.(

• AdRoll(can(deliver(tailored(messaging(to(accounts(based(on(how(you(have(them(segmented(to(help(seal(the(deal.

• When(they(become(active(customers,(adjust(the(messaging(to(provide(practionercontent,(new(product(messaging,(upsell(opportunities,(etc


ABM(for(acquiring(new(accounts


• You(can(also(use(ABM(to(acquire(net(new(customers.(

• Predictive(algorithms,(like(AdRoll(Prospecting,(help(scour(the(internet(and(find(new(users(who(exhibit(the(same(online(behavior(as(customers(who(have(already(converted(on(your(site.(


STEP 4:

MEASURING YOUR ABM CAMPAIGNS


Measuring(your(ABM(campaigns

Engagement BottomVline

Efficiency Retention(&(upsell

Metrics(for(measuring(the(success(of(your(ABM(campaigns


Engagement

Measuring(your(ABM(campaigns(– Engagement(metrics

Clicks(on(ABM(blogs(and(ads

Whitepaper(downloads

Webinar(signups

Sales(meetings(arranged

New(accounts(reached


BottomVline

Measuring(your(ABM(campaigns(– BottomVline(metrics

Average(revenue(per(account((ARPA)

Number(of(closed(deals

Retention(rate

Lifetime(value(of(your(customers((LTV)


Efficiency

Measuring(your(ABM(campaigns(– Efficiency(metrics

Cost(per(click((CPC)(on(ads

Cost(per(action(taken

Cost(per(new(account(acquired

Return(on(investment( (ROI)

Sales(cycle(length


Retention

Measuring(your(ABM(campaigns(– Retention/upsell(metrics

Churn(rate

Length(of(account(activity

Upsell(per(account


RESOURCES

The AdRoll Guide to Account-Based Marketinghttps://www.adroll.com/resources/guides-and-reports/account-based-marketing-guide

How to Use Uberflip to Scale Your ABM Effortshttps://hub.uberflip.com/account-based-marketing/how-to-use-uberflip-to-scale-your-abm-efforts


QUESTION TIME!

Ben(EarleHead(of(Industry,(B2B,(AdRoll

@BenjaminJEarle

hub.uberflip.com

Victoria(HoffmanContent(Marketing(Manager,(Uberflip

@victoriahoffman