Account-Based Marketing has officially taken off. However, ABM involves more than simply executing account-focused campaigns. B2B marketers are now responsible for identifying the companies that are likely to buy, as well as delivering the right individual buyers from within those accounts.
Join Aman Naimat, Founder of Spiderbook, and Peter Isaacson, CMO of Demandbase, as they discuss strategies to identify net new accounts and close them faster with end-to-end ABM.
You will learn:
-The main drivers behind the expansion of ABM
-The difference between predictive and prescriptive account identification
-The power of buyer-specific insights for marketing and sales
7. 7
The Evolving Sales Cycle
OLD MODEL
• Marketing generated leads
• Passed MQLs to Sales
• Success based on lead volume
• Marketing’s work done at MQL
SALESMARKETING
NEW MODEL
• Sales gets involved earlier in cycle
• Marketing stays involved later in cycle
• Marketing and sales are partners
• Success based on pipeline/revenue
SALESMARKETING
BUYER JOURNEY
BUYER JOURNEY
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Tiers of Account-Based Marketing
5-50 accounts
10000+ accounts
§ Broad lead gen
§ Focus on volume and qualification
§ Minimal personalization
ABM
Traditional
Demand Gen
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Why identify accounts?
Source: US Census Bureau
U.S. Businesses:
28 million
>1 Employee:
6 million
$10M+:
200,000
$100M+:
20,000
$1B+:
2,000
…most B2B companies should target 1,000-3,000 accounts total
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Challenges
Need agreement between Marketing and Sales
Requires industry expertise
Shift in thinking: hasn’t been done before
Lack of data and insight
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How to Evaluate Accounts
Hiring Patterns
Social Proof
References Firmographics
Recent Deals
Financial
Filings
Interests Similar
Ecosystem
Buying Team
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Attract Your Target Accounts
Engage broad tactics in
an effort to attract
eventual customers.
Proactively seek
out your target
accounts to get
them to engage
with you.
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Engage and Nurture with Personalization
Target
Accounts
Website
Content
Email
Campaigns
SocialEvents
Direct Mail