People in today’s world are becoming increasingly connected. Being a marketer today, means being innovative, more than ever before and able to constantly find new ways to connect with targeted customers. A successful online marketer identifies customers whose behavior matches the model of the ideal customer, provided by the advanced eCommerce platform with Predictive Analytics system built in.

1. www.cerait.com

2. People in today’s world are becoming
increasingly connected. Being a marketer
today, means being innovative, more than
ever before and able to constantly find
new ways to connect with targeted
customers.
www.cerait.com

3. A successful online marketer identifies
customers whose behavior matches the
model of the ideal customer, provided by
the advanced eCommerce platform with
Predictive Analytics system built in. Precise
targeting is crucial before creating the
message to be sent to customers.
www.cerait.com

4. It is important to connect and
communicate with target customers
(potential buyers of your products or
services) on their own terms, through
different digital channels: website,
mobile, email, social media, blog, video.
www.cerait.com

5. This would be the definition of ABM –
Account Based Marketing. The aim is
to engage individual accounts in your
eCommerce B2B marketing strategy.
www.cerait.com

6. The main parts of this strategy can be
defined as:
www.cerait.com

7. 1. Aligning Marketing and Sales, identifying the model
of the ideal accounts and qualifying target accounts
2. Converting contacts into accounts and reaching the
decision makers in target accounts
3. Engaging accounts on their terms, by personalizing
communication with buyers through different
channels
4. Valuing customers and turning them into your
brand’s advocates
5. Measuring campaign success for every account
www.cerait.com

8. Building an account based plan requires
balancing pre and post-sales requirements.
Smart eCommerce platforms provide
valuable information about customer
behavior throughout the whole buying
process, making the creation of your plans
fully digitally supported.
www.cerait.com

9. There are many different channels to
communicate with target audience, but
considering the level of investments and
ROI, the online channels have proven to be
the great marketing opportunity for all
kinds of B2B online marketers, no matter
their size and strength.
www.cerait.com

10. It is important to understand that tools such
as CRM (Customer Relationship
Management) software, your website, your
social media channels and marketing
automation tools are needed and necessary
technologies, as a precondition to being
successful in Account Based Marketing.
www.cerait.com

11. www.cerait.com

12. Traditional sales funnel looks like an
upside-down triangle. It has four
major problems:
www.cerait.com

13. 1. This funnel is not optimized for B2B
marketing
2. Marketing focuses on acquiring leads,
instead of accounts
3. There’s no precise targeting, as the focus
is on lead volume
4. All customer journeys follow a linear path
www.cerait.com

14. This is why Account Based Marketing
flips the sales funnel. Obsessed with
constant customer acquisition, online
marketers forget the fact that 80% of
their revenue comes from repeated
purchases of existing customers. Isn’t it
obvious that marketing investments
should go in the same direction?
www.cerait.com

15. Retention should be considered the
new acquisition, but in a very different
way, with a strong focus on gaining
new customers through existing
customers, who become satisfied
consumers and convert into promoters
and influencers.
www.cerait.com

16. www.cerait.com

17. Listening to your customers will help
you develop and evolve your offers of
products and services, that will better
suit the needs of your customers.
Estimates show that it is three times
less expensive to acquire new
customers through existing ones, than
to use other methods of acquisition.
www.cerait.com

18. Providing a unique customer
experience will drive new customers
to your online business through the
word of mouth. Opinions of your
satisfied customers will be widespread
through the vast variety of channels on
the internet (comments, ratings and
reviews on your eCommerce website,
social media, forums, blogs, etc.).
www.cerait.com

19. Account Based Marketing consists
of four stages:
www.cerait.com

20. Identify: focus on single point of
contact and evaluate it against the set
of criteria that describes your ideal
customer profile. Turn this contact into
an account.
www.cerait.com
1

21. Expand: this means adding more
contacts, the people in the company
(the ideal profile company), who will
use your product or service.
www.cerait.com
2

22. Engage: through high quality content, marketers
engage all contacts in an account. Marketing
messages are targeted to contacts who fit the
profile of the ideal customer and shipped to
them through modern digital channels (website,
mobile, email, social media, blog, video,
webinars, eBooks, targeted ads).
www.cerait.com
3

23. Advocate: this is the final stage. At this point your
accounts are customers already. If you succeed in
making them the fans of your business and brand,
they will become your advocates. The word of
mouth will spread through reviews, ratings and
referrals making great impact on the success of
your marketing approach.
www.cerait.com
4

24. Stay with us on this journey. This is
just Part 1, the introduction of the
blog series about Account Based
Marketing. The best is still to come…
www.cerait.com

25. www.cerait.com
If you have any comments or suggestions
please feel free to let us know!
+1 800 577 8515
info@cerait.com
linkedin.com/company/cerait-inc.
175 BLOOR STREET EAST
Suite 1316, NORTH TOWER
Toronto, ON M4W 3R8
CANADA