Watch This Free Webinar On-Demand: http://dg-r.co/2gpxB3U - The ABM Roadmap For 2017: Five Steps To Activate Your Best Customer Accounts Build your ABM Roadmap with 5 steps to gain the buy-in, alignment & execution strategy you need Creating an ABM strategy today requires careful planning to make sure sales and marketing teams at B2B companies are aligned and laser-focused on the right customers at the right companies. This webinar will give you a detailed, five-step roadmap to planning an ABM strategy, from getting senior leadership buy-in and selecting accounts, to program rollout. We’ll provide tips and best practices on each element of a successful ABM implementation, including: • Selecting the media tactics that will work best for target accounts; • Creating messaging strategies for targeted segments; • Aligning content with each targeted segment; and • The measurement metrics that will matter in 2017.

1. #SPS16
SPONSORED BY:
The ABM Roadmap For 2017:
Five Steps To Activate Your Best
Customer Accounts

2. #SPS16
Follow This Webinar On Twitter
#SPS16
Demand Gen Report: @DG_Report
Carol Krol: @carolkrol
Madison Logic: @madisonlogic
Sonjoy Ganguly: @SjGanguly

3. #SPS16
About Demand Gen Report
• Tracking strategies & solutions in lead
generation & marketing tech since 2007
• Daily news and analysis, special reports,
original research and live events
• Newsletter reaches 40,000 readers
• Additional resources at:
demandgenreport.com/resources
@DG_Report
http://linkd.in/DG_Specialists

4. #SPS16
Join The Conversation
Submit your
questions here
Download
today’s resources
Join the conversation
#SPS16

5. #SPS16
How Are We Doing?

6. #SPS16
• Share on social using the hashtag #SPS16
• Refer a colleague to attend
• Submit questions & answer polls during the webinar
• Take our post-webinar survey
• BONUS – Attend all #SPS16 sessions live
Participate To Better Your Odds

7. #SPS16
Featured Speakers
Sonjoy Ganguly
SVP Product Management
Madison Logic
@SjGanguly
MODERATOR:
Carol Krol
Editor-In-Chief
Demand Gen Report

8. The ABM Roadmap For 2017:
Five Steps To Activate Your Best Customer Accounts
Wednesday, November 16

9. ABM THE RIGHT WAY
Campaign Activation
Lead Generation
Serve most engaged
audience highly
relevant content
Display Advertising
Surround your target
audience with your
messaging
Data & Insights
Optimize
campaign
performance
Measure
engagement with
target accounts
Inform content
creation with
insights
Open up net new
opportunities and
progress
Attribution metrics to show full return on investment
CRM + Sales
Management of leads
Management of
account relationships
Opportunity tracking
Know Your Audience
- Data-driven
content helps
markets create and
deliver the most
engaging content to
their target accounts
Content Creation
Your prioritized
account list
+
Supplement your list
with accounts
showing the most
interest in products
like yours
Audience Definition Marketing Automation
Nurture prospects
with surging topics
Progressive profiling
of unknown prospects
Scoring Account
Engagement

10. IT ALL BEGINS WITH…

11. Unstructured
Flat Files
Spreadsheets
Relational
Data
Business
Intelligence
Big Data
Machine
Learning
Real-time
Analytics &
Attribution
Streaming
Data
EVOLUTION OF DATA

12. MAPQUEST
TRAVELING WITH STATIC DATA
STATIC DATA
NO UPDATED ROAD CONDITIONS
NO INSIGHTS
YOU COULD END UP IN THE WRONG PLACE
YESTERDAY…

13. TODAY
GPS
TRAVELING WITH REAL-TIME DATA
ü ACCOUNTS FOR ROAD CLOSURES
ü SHOWS YOU EXACTLY WHERE YOU ARE
ü YOU KNOW WHEN YOU ARRIVE
ü ALWAYS ACCURATE
ü CAN EVEN FIND BEST PIZZA NEAR YOU

14. STRATEGYDATA
STEP 1: IDENTIFY YOUR AUDIENCE

15. cloud storage | cloud security | cloud infrastructure | cloud app | cloud backup | cloud system booster
A surge identifies companies
that are surging in interest.
A surge identifies topics
they are researching.
STEP 1: IDENTIFYING A SURGE

16. Account Attribution
CRM Integration
Target Audiences
Lead Generation
Marketing Qualified Leads
Lead Velocity
Content Marketing
Surging Accounts & Topics
STEP 1: KNOWING YOUR AUDIENCE
CASE STUDY
Madison Logic wanted
to find accounts that were
actively researching topics
around account based
marketing.
DATA HELPED TO IDENTIFY
• 1,236 SMB accounts
• 108k decision makers
& influencers
• The topics most
important to them

17. STEP 2: DATA-DRIVEN CONTENT STRATEGY

18. Stacy Nawrocki
Marketing Leader,
Media & Entertainment
IBM Analytics
“If your organization is looking to generate sought after
thought leadership content, I would highly recommend
Madison Logic Content Marketing Services.”
Mobility
Mobile cloud
API
Enterprise Mobility
Mobile Content
Enterprise Mobility Management
Mobile Apps
STEP 2: TOPIC DRIVEN CONTENT

19. CONTENT
SYNDICATION
TARGETED
ADVERTISING
80%
growth
Accelerated velocity. Increased pipeline. Larger deal size.
THE POWER OF AN INTEGRATED STRATEGY
ACCOUNT BASED MARKETING
STRATEGY

20. STEP 3: ENGAGE THE RIGHT AUDIENCES
Balance Scale and Quality To DRIVE ROI

21. Jeff Soriano
Director of
Demand Generation
”Madison Logic has been able to deliver me the right
leads through the different programs and tactics to
support all of the strategies that I need."
2x
sales
qualified
leads
10x
account
penetration
85%
reach to
ideal customer
profile
STEP 3: INTEGRATED MARKETING DRIVES RESULTS

22. Media Activation
Lead Generation
Serve most engaged
audience highly
relevant content
Display Advertising
Surround your target
audience with your
messaging
Sales Approach
Management of leads
Management of
account relationships
Opportunity tracking
Nurturing
Nurture prospects
with surging topics
Progressive profiling
of unknown prospects
Lead scoring of
content consumption
Data & Insights
AccountsAccountsAccounts Accounts
Account #1 Account #4Account #3Account #2
Predictive | Intent | Install Base | Registration | Cross-Device
STEPS 4 & 5: THE MARKETERS JOB ISNT DONE YET

23. STEP 4: NURTURING YOUR ACCOUNTS
NURTURE PROSPECTS
with surging topics
cloud storage
cloud security
cloud infrastructure
cloud app
cloud backup
cloud system

24. Company Revenue*
STEP 4: MULTI-TOUCH ENGAGEMENT
PROGRESSIVE
PROFILING
of prospects
Phone Number*Address 1*
City*State*
Company Size*

25. STEP 5: NURTURE THE ACCOUNT, NOT THE LEAD
Management of account relationships

26. STEP 4: MEASURING ENGAGEMENT
SCORING ACCOUNTS
Site Visits Surge
Exposure
Impressions
Content
+10
+15
+20
+25
+5
cloud storage
cloud security
cloud infrastructure
cloud app
cloud backup
cloud system

27. STEP 5: DRIVING ALIGNMENT WITH SALES
LEAD MANAGEMENT
Capture
Track

28. STEP 5: FROM ENGAGEMENT TO OPPORTUNITY

29. SUMMARY – THE FIVE STEPS
• Audience Definition
• Content Creation
• Campaign Activation
• Marketing Automation
• CRM & Sales
}
}
Executed by ABM Platforms
Informed by ABM Platforms

30. THANK YOU

31. #SPS16
How Are We Doing?

32. #SPS16
Q&A / Speakers
Sonjoy Ganguly
SVP Product Management
Madison Logic
@SjGanguly
MODERATOR:
Carol Krol
Editor-In-Chief
Demand Gen Report

33. #SPS16
Thank You For Attending
Register for more sessions now thru November 18th!
Please Join Our Next Session Tomorrow at 2PM ET / 11AM PT
www3.demandgenreport.com/sps16