ABM is a strategic approach that coordinates personalized marketing and sales efforts at named accounts. It involves identifying target companies, engaging them with professional campaigns, and building lasting relationships that lead to new opportunities. Key aspects of ABM include researching accounts to develop ideal customer profiles, creating relevant content to engage accounts across appropriate channels, and measuring the impact of ABM activities on sales outcomes.

2. Marketing
Marketing is a set of activities that is used to identify the needs of people and to produce products or
services to satisfy their needs. It means you have to identify your target market segments and offer
quality products and services.

3. Account Based Marketing
A strategic approach that coordinates personalized marketing and sales efforts at named accounts.
• Strategic – A way of doing business, not a campaign or tactic.
• Personalized marketing and sales efforts – More focus, more insights, more relevant content and a
close collaboration required between sales and marketing team for success.
Identify Expand Engage Advocate

4. Demand Generation
Marketing
Demand Generation
Nurturing
Sales

5. Account Based Marketing
Identify target
companies
Engage them with
professional campaigns
Build last relationships that
lead to new opportunities
Identify
Advocate
Engage
Expand

6. Planning & Strategy
Rather than targeting an industry, ABM targets individual companies using personalized campaigns.
ABM planning starts with the account, not offer:-
ABM
Who are we trying
out to reach
(Accounts)
What should
we say
(Content)
Where should we
say it ?
(Channels)

7. Key Terminologies:-
• ABM – Treating individual accounts as markets in their own right. (Engagement, Advocating)
• Coverage – Coverage refers to how much you know about a given account(it measures the completion
of research you have done. Example – How many relevant contacts have you identified from that
account? How much relevant information you have gathered?
• Firmographic – Think demographic but for companies and firms. Refers to company characteristics
such as # Number of employees # Industry # Annual Revenue # Location. Because account
based marketers look at data when researching accounts and developing ideal customer profiles
• Ideal Customer Profile (ICP) - type of like buyer persona, account persona, actually it
defines characteristics of ideal customer account.

8. • Key Account, Key Account Management – Key accounts are 20% of customers or company account
who make up 80% of a company’s overall business and key account management is a systematic
approach to managing these crucial customer accounts.
• Land & Expand – After closing a new customer, customer relationship doesn’t end. The next step is to
invest in the success of that new customer and to help them see the value in buying more seats as they
want to upgrade premium version of product.
• Market Qualified Account (MQA) – Marketing Quality Lead. Target account that has reached a sufficient
level of engagement to indicate possible sales readiness.
• Predictive Analytics – Using existing customer data to find other accounts, companies with
similar characteristics.
• Technographic – Refer to technologies that companies are currently using or thinking about investing
in. Account based marketers look at technographic data when researching accounts and developing
ideal customer profiles.
Key Terminologies:-

9. Measurement
Inbound Marketing ABM
Focus Market/Industries Accounts
Measure of Success Quantity of Leads Quality of Target Accounts
Objective New Business Land & Expand
Research Tool Buyer Persona Ideal Customer Profile
Track everything offline and online( Web visits, Fill out form, Open email, Open sales email, Links
clicked in web page, Email delivered, Webinar)

10. WHAT
Insights
ContentInteractions
Orchestration
Contacts
Accounts
Measurement
WHO
WHERE
ABM Market Map
ABM

11. Who
❑ Level 1 – Represents self selection, based on experience and intuition
❑ Level 2 – Basic Data ( Adding in manually collected data & simple scoring).
❑ Level 3 – Advanced ( Adding purchased data)
❑ Level 4 – Predictive Analytics
What
❑ Content
❑ Insights
Where
❑ Interactions - Online channels, Direct mail, Events, Web personalization

12. Program Impact
• How ABM activities improving sales outcomes
• ICARE
❑ Impact – Are ABM activities improving key sales outcomes ?
❑ Coverage – Do you have sufficient data, contacts and account plans for each target account ?
❑ Awareness – Are the target accounts aware of your company
❑ Reach – Are the marketing program reaching target account
❑ Engagement – Right people at the account spending time with your company

13. Summary
• Identify your target
• Research your accounts
• Create your content to build credibility
• Choose your channels
• Run your campaign
• Measure your results