3. Account
Based
Marketing
âpersonalized approach to target one
company, one department, or even one
individualâ
â Convince & Convert
âfocused growth strategy in which
Marketing and Sales collaborate to
create personalized buying experiences
for a mutually-identified set of high-value
accounts.â
- Hubspot
âdirects marketing resources to engaging
a specific set of target accounts.â
- LinkedIn Marketing Solutions
WHAT IS
ABM?
4. What is the Starting Point for ABM?
Grow ROI
Communication
Organize a comprehensive
communication plan for
each industry
Audience
Identify our target
audience thus
creating our ideal
customer profile
Key Accounts
Draw out key
accounts from target
audience
A Brief Introduction to the ABM Process
5. How Do We
Select Our
Target
Audience?
1. Review current clients that represent ideal customers
2. Identify their industries and select the industries we
want to participate in
3. Identify individual roles within each company
4. Identify competitors with same qualifications
5. Identify individuals within the competitors
Steps for Identifying Our Ideal Customer:
7. Individualized Comprehensive Communication Plan:
Illustrating Marketing and Sales Working Together
Week Marketing Sales
One Sends direct mail to primary contact in account Calls the account after mail is delivered to check in
Two Emails new whitepaper, case study, or eBook etc. Emails the account to see whether they have any
questions about the content
Three Runs display targeted advertising campaigns Collaborates with marketing to see whether the
account clicked on the ad
Four Analyzes engagement metrics to see whatâs worked Assesses next steps for moving forward and make
adjustments
(Vajre, 2016)
Account Marketing Plan â Example
9. Current Sales Strategy
o Sales find their own leads
o Lead focus is a personal preference
o Cold call leads
o Informal process
Review:
10. Current Strategy
o Sales find their own leads
o Lead focus is a personal preference
o Cold call leads
o Informal reactive process
o Marketing and Sales identify key accounts
o Key accounts are our ideal customer
o Personalized message for every account
o Consistent communication plan
o Proactive process
ABM Strategy
11. Assure Your Prospects
90% of sales people
give up after 3rd
attempt
80% of sales require 5
follow-up calls after the
first meeting
44% of sales reps
give up after first
follow-up call
Reaching a prospect
takes an avg. of 8
cold call attempts
92% of salespeople give up after four ânoâsâ
80% of prospects say ânoâ four times before they say âyesâ
People often buy after 9-to-12 exposures to something
13. DEFINE A TARGET AUDIENCE
Solving marketing's biggest problem
ALIGN AND OPTIMIZE MARKETING &
SALES DEPARTMENT
Both will be working on the same target accounts with the same goal
RETURN ON INVESTMENT
âResearch by ITSMA found that 87% of marketers that measure ROI
say that ABM outperforms every other marketing investment.â
Main
Benefits
of ABM
for BARR Credit
MOVE AWAY FROM LEAD BASED
STRATEGIES
Focus all resources on best fit accounts
14. 60% of companies
that use ABM saw
a revenue increase
of at least 10%
within 12 months,
while 1 in 5 companies
experienced a revenue
increase of 30% or more
ABM
at Work
15. 91% of ABM users
were able to increase
their average deal size,
with 25% of respondents
stating that the increase
was 50% or more
ABM
at Work
16. ABM outperforms other
marketing initiatives
ABM
at Work
171% increase in average
annual contract value for
B2B marketers after
implementing their ABM
strategy
17. SOFTWARE
COMPANY THAT
PROCESSES 35%
OF U.S.
MORTGAGE
APPLICATIONS
12 MONTHS OF UTILIZING ABM
T H E I R P I P E L I N E H A S C O N T I N U E D
G R O W T H W I T H L E A D S D I R E C T L Y
I N F L U E N C E D B Y A B M
1 8 , 0 0 0 + C O N V E R S A T I O N S &
G E N E R A T E D 4 9 4 + O P P O R T U N I T I E S
ABM
at Work
I N C R E A S E D T H E I R T O T A L D E M O
R E Q U E S T S B Y 7 2 % .
19. Next Step:
Will you support implementing
Account Based Marketing at BARR?
Questions?
20. Execution Strategy
The initial strategy is to develop one Account Based Marketing (ABM) sales representative.
The resources and metrics to consider:
⢠1 ABM focused sales representative
⢠10% of marketing time
⢠12â16-month campaign
⢠Key Performance Indicators (KPI): 10% of key accounts have been converted into clients
⢠Limited target audience and key accounts: 2 industries with 100 key accounts per industry
⢠Digital advertising budget: $500 month
⢠Direct marketing budget: $200 month
⢠Telephone based strategy: contact each key account every six weeks
Phase one: Getting Started
21. Execution Strategy cont.
After the initial ABM trial, we will roll out to a larger percentage of the sales force.
The resources required for this strategy will increase, consider:
⢠3-5 ABM focused sales representatives
⢠40% of marketing resources
⢠12â16-month campaign
⢠Key Performance Indicators: 10% of key accounts have been converted into clients
⢠Target audience and key accounts: 2 industries with 100 accounts per industry per sales representative
⢠Digital advertising budget: $2000 month
⢠Direct marketing budget: $1000 month
⢠Telephone based strategy: contact each key account every six weeks
Phase two: Rollout
22. Execution Strategy cont.
The sales and marketing departments would be expected to refocus their lead
efforts to ABM entirely.
⢠All sales representatives will be ABM focused
⢠80% of marketing resources
⢠12â16-month campaign
⢠Key Performance Indicators: 10% of key accounts have been converted into clients
⢠Target audience and key accounts: 2 industries with 100 accounts per industry per sales representative
⢠Digital advertising budget: TBA
⢠Direct marketing budget: TBA
⢠Telephone based strategy: contact each key account every six weeks
Phase three: Comprehensive
