While ABM isn't new, many of the modern technologies that make it more accessible, scalable and repeatable for B2B organizations are. Watch this #LLS16 webinar where Act-On team executives will share insights to help you kick start your ABM programs: http://dg-r.co/2blBYeW
2. #LLS16
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Demand Gen Report: @DG_Report
Brian Anderson: @G3Brian
Act-On Software: @ActOnSoftware
Janelle Johnson: @janelle_johnson
Adam Mertz: @adammertz
4. #LLS16
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5. #LLS16
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7. Account-Based
Marketing:
B2B Gets Its Hot
New Thing
B2C and B2B are not
converging; marketing to
businesses remains a unique
discipline with its own
language, goals, and
tactics.
11. Despite the fact that 31% of
respondents say that their
company is practicing ABM,
only 20% say they have a
clear understanding of what
it is.
Source: Act-On Account-Based Marketing Survey 2016
Real
Account-Based
Marketing
Insights
12. 2 organic searches
1 Facebook interaction
So what exactly
is ABM?
1 webcast
2 website visits
1 Linkedin interaction
2 email views1 white paper download
1 email click through
15. Kickstarting your ABM Program
Choose target
accounts
Create detailed
personas at
these
accounts
Define
messaging and
create content
per personas
Determine
best channels
per persona
Measure success at the persona and account levels
Set clear business goals
16. Focus areas for
long-term success
with ABM
• Building brand awareness
• Generating demand
• Expanding customer
relationships
• Scale your ABM efforts by
using the right marketing
technology
• Leverage inbound and
outbound marketing tactics
17. Brand Awareness
Link buyer behaviors and data
across a single account view
• Monitor account-based activity across
the web
• Identify most interested organizations
within defined strategic accounts
• Distinguish key influencers within an
organization
18. Brand Awareness ABM Examples Leveraging Martech
View key influencer behavior in a
filterable, unified timeline
View account-level scoring based on
total account contact activity
19. Demand
Generation
Easily create account-based
campaigns to improve nurturing
and engagement
• Deliver personalized buyer and
account experiences
• Create micro-campaigns for strategic
accounts
• Utilize CRM Account data for
campaign segmentation
20. Demand Generation Examples Leveraging Martech
Quickly create micro-campaigns
based on account attributes
Drill into most active targeted accounts
to view the most engaged contacts
21. Expand
Relationships
Expand total lifetime value across
accounts
• Personalized, on-going customer
communication and education
• Targeted micro-campaigns for cross-
selling/up-selling accounts
• Create advocate building and activation
campaigns
22. Expanding Relationships Examples Leveraging Martech
Personalize customer comm’s
based on Account attributes
Create cross/up-sell account groups
and campaigns using CRM data
26. The Rest of Your Buyer's
Journey Requires Incorporation
of an Outbound Strategy
27. Example
Scenario:
Inbound +
Outbound tactics
Inbound:
Company tweets to promote an industry-specific blog post
Prospect clicks on tweet, reads post
Prospect clicks on blog post CTA – link to gated IT eBook
Prospect fills out form to get eBook asset
Prospect now gives permission for contact
Outbound:
Behavior-triggered thank you email sent with IT-centric copy
Behavior-centric nurture email sent – webcast related to IT
eBook
Company sends prospect a trial offer – prospect accepts trial
Sales follows up on the trial and provides industry case study
28. Content Marketing
should be targeted and
educational, versus
broad and sales-centric
INBOUND
Content
Marketing
29. Integrating Inbound with Outbound
You need permission to
engage with prospects on an
ongoing basis.
• Every Inbound CTA should have a
dedicated landing page
• Conduct A/B testing to improve your
conversions
30. OUTBOUND – Email Marketing
Email is ranked the #1 preferred
communication channel by
consumers.
• Behavior-triggered emails
• Automated email
programs/nurturing
31. OUTBOUND – Behavior Triggered Email
What is it?
• Trigger an email based on an action
(or lack of action)
• Let your audience self-identify
• Use digital body language to find your
messaging sweet spot
32. OUTBOUND – Nurture Email Programs
What is it?
• Nurturing is an automated email program that encourages prospects to
interact with your brand.
• Nurturing allows you to send highly targeted messages by segmenting
based on data you are collecting.
Bad Lead Warm Lead Qualified Lead
33. In Summary
Focusing marketing efforts on key target audiences maximizes ROI
ABM can be hard to implement, but the right tools can make it easy
ABM can be valuable across your brand, demand and expand efforts
34. #LLS16
Q&A / Panelists
MODERATOR:
Brian Anderson
News Editor
Demand Gen Report
Adam Mertz
Sr. Director of
Product Marketing
Act-On Software
@adammertz
Janelle Johnson
Sr. Director of Global
Segment Marketing
Act-On Software
@janelle_johnson
35. #LLS16
Join Us In-Person Feb. 20-22, 2017
www3.demandgenreport.com/LLS16http://b2bmarketing.exchange
36. #LLS16
Thank You For Attending
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