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#C2C16
Fireside	Chat	
The	Journey	to	Account-Based	
Marketing	for	B2B	Marketers
#C2C16
#C2C16
More	
marketers	are
AWARE
of	ABM
of	B2B	companies	are	
aware	of	ABM.	1
75%
of	marketers	say	that	
ABM	delivers	high...
#C2C161.			Demand	Metric	“Account-Based	Marketing	Adoption”
More	
marketers	are
USING
ABM
of	B2B	companies	
employing	ABM	...
#C2C16
More
marketers are
having
SUCCESS
with ABM
of	B2B	marketers	
employing	ABM	
stated	they	are	
aligned	with	sales.1	
...
Getting	Started	with	ABM
Align	sales	
and	marketing
Identify	
target	accounts
Develop	ABM	
Marketing	Plan
Measure
TARGET
ACCOUNTS
Positioning/Attribute Targeting
▶ technology footprint
▶ competitive displacement
▶ regulatory issues
Comp...
#C2C16
Let’s	Talk	About	the	ABM	Journey
Chris	Golec
CEO
Demandbase
Sander	Arts
VP	of	Marketing
ATMEL
Jen	Gray
Director	of	...
#C2C16
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Fireside Chat with Sander Arts of Atmel: The Journey to Account-Based Marketing for B2B Marketers

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Veröffentlicht am

From the B2B Content2Conversion Conference, with:

Panelists:
-Chris Golec, CEO of Demandbase
-Sander Arts, VP, Corporate Marketing, Atmel
-Jen Gray, Director of Marketing, Extole

Veröffentlicht in: Business
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Fireside Chat with Sander Arts of Atmel: The Journey to Account-Based Marketing for B2B Marketers

  1. 1. #C2C16 Fireside Chat The Journey to Account-Based Marketing for B2B Marketers
  2. 2. #C2C16
  3. 3. #C2C16 More marketers are AWARE of ABM of B2B companies are aware of ABM. 1 75% of marketers say that ABM delivers higher ROI than any other marketing approach. 2 84% 1. Demand Metric “Defining Digital Impact in the B2B Enterprise” 2. ITSMA
  4. 4. #C2C161. Demand Metric “Account-Based Marketing Adoption” More marketers are USING ABM of B2B companies employing ABM plan to increase their ABM efforts over the next 12 months. 1 72% of B2B companies employing ABM plan to invest more in technology over the next 12 months. 1 61%
  5. 5. #C2C16 More marketers are having SUCCESS with ABM of B2B marketers employing ABM stated they are aligned with sales.1 91% of B2B companies said Account-Based Marketing has an impact on marketing’s success. 2 96% 1. SiriusDecisions’ “2015 State of Account-Based Marketing” 2. Demand Metric “Account-Based Marketing Adoption”
  6. 6. Getting Started with ABM Align sales and marketing Identify target accounts Develop ABM Marketing Plan Measure
  7. 7. TARGET ACCOUNTS Positioning/Attribute Targeting ▶ technology footprint ▶ competitive displacement ▶ regulatory issues Company Size or Industry Targeting ▶ mid market vs. enterprise ▶ FSI vs manufacturing vs. healthcare Sales Cycle Targeting ▶ prospect vs. customer ▶ pre-sales engagement vs. pipeline push ABM MATURITY MODEL TIER1TIER2TIER3 MEASUREMENT Business Outcomes ▶ ACV ▶ close rate ▶ retention/upsell Campaign Performance ▶ CTRs ▶ Conversions ▶ inquiries ▶ MQLs Revenue Performance ▶ lift ▶ pipeline ▶ funnel velocity MARKETING PROGRAMS Analog and Digital Full Funnel ▶ ads, website, MAS/CRM ▶ corporate events ▶ field activities Bottom of the Funnel/ Lead Generation ▶ data append ▶ forms autofill Full Funnel Digital ▶ ads/attraction ▶ website engagement ▶ MAS/CRM TIER1TIER2TIER3 TIER1TIER2TIER3 TIER1TIER2TIER3 SALES & MARKETING ALIGNMENT Metrics and Goals Alignment ▶ shared across teams ▶ connected to business impact Operational Alignment ▶ target account selection ▶ planning and execution cadence Philosophical Alignment ▶ shared belief in an account- based approach ▶ commitment to collaboration
  8. 8. #C2C16 Let’s Talk About the ABM Journey Chris Golec CEO Demandbase Sander Arts VP of Marketing ATMEL Jen Gray Director of Marketing Extole
  9. 9. #C2C16

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