With 96 percent of business marketers noting account-based marketing as a key to success, it's time for all organizations to implement an ABM strategy. This presentation will help you launch your own account-based marketing efforts.

1. Account-Based
The
Checklist
Marketing
Sponsored by:

2. 2© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.
Account-based marketing is quickly gaining
traction. As of this presentation, 71 percent of
B-to-B organizations interested in adopting ABM
are testing it or already using it, 96 percent of
business marketers say ABM is key to success,
and 60 percent of those using ABM for at least
a year attribute a revenue increase of
10 percent or higher to its use.

3. 3© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.
So how can you begin to employ this relatively new and increasingly
effective strategy? The following three steps are a good place to start.

4. 4© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.
Identify Your Target Account List
Step 1:

5. 5© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.
Your target account list contains the companies with the most potential to
your business. It can include prospects, customers, partners, or a mix of all three.

6. 6© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.
Market to Your Target Accounts
Step 2:

7. 7© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.
Once you have your target account list, it’s time to build marketing programs
that focus on those accounts and move them through the funnel.

8. 8© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.
Measure Performance by Account
Step 3:

9. 9© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.
Don’t rely on secondary metrics like unique visitors and click-through rates.
Measure your marketing performance with metrics that are directly tied to business impact.

10. 10© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.
So what do you think? Are you ready to
launch your account-based marketing strategy?
Then check out this Demandbase eBook,
entitled The B2B Marketer’s Guide to
Account-Based Marketing.
You can download it here.

11. 11© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.
All content in this Slideshare presentation
was sponsored by Demandbase. To learn more,
please visit www.demandbase.com.