Is ABM Right For You?

DAVID LEWIS
CEO
DemandGen
NOVA KOPITAR
Sr. Solutions Architect
DemandGen
WILL WAUGH
Consultant
DemandGen
Is ABM Right
For You?
Based on a webinar by:

“Account-Based Marketing is a strategic
approach that coordinates personalized
marketing and sales efforts to open
doors and deepen engagement at
specific accounts.”
-- Jon Miller
CEO/Co-Founder, Engagio

@demandgenCopyright © 2017 | DemandGen® International, Inc.
What is ABM?

What is ABM?
The perfect storm of strategy and
technology to identify, qualify and
engage key stakeholders at highly
coveted sales targets with relevant,
meaningful account specific programs.

“The concept of targeted-based sales and
marketing is not new; the technology has
caught up to enable and empower
marketing and sales to operationalize how
they’re targeting.”
-- David Lewis
CEO/Founder, DemandGen International

Why now?
Sales has always had their eye on landing a whale…
…and now Marketing
finally has the
technology to
effectively and
efficiently support
these efforts on a
large scale.

Why now?
It takes time to shift from a
broad marketing style to a
highly targeted marketing
style that requires new
tools and techniques.

Without the proper technology,
identifying target account leads,
assigning those leads, and efficiently
scaling your ABM efforts can be a
very manual process.

ABM without Technology
IDENTIFY
IMPORT
STRATEGIZE
MANUAL

Technology creates a streamlined
process that allows target leads to be
quickly identified and qualified, and
easily routed to the appropriate
account or program.

ABM with Technology
ATTRACT
IDENTIFY &
QUALIFY
TARGET
REAL-TIME
AUTOMATION

ABM Solution Landscape
Determine what tools and
solutions you’ll need to
support each area of your
Demand Factory™.

ABM Solution Landscape
Solutions that:
• Identify and match
leads
• Generate new
leads
Solutions that:
• Score and qualify
• Execute highly
targeted programs
Solutions that:
• Track and report on
performance
Solutions that:
• Increase footprint
within accounts

Is ABM Right for Me?

ABM is right for you if:
You sell to
businesses
You sell to larger
organizations or bigger
buying committees
The decision
process requires
multiple
stakeholders

Your sales team identifies
target accounts
Your product or service
has a high price point
ABM is right for you if:

ABM is Right for Me…Now What?
Be realistic!
Evaluate the amount of time and effort required
Determine if the payoff will be worth it
Establish a preparation checklist and roadmap

ABM is Right for Me…Now What?
Preparation Checklist
 Scoring model
 Target account
identification in CRM
 Sales routing /
assignment process
 Account marketing
strategy
GET PREPARED!

Scoring Model
LEAD SCORING vs ACCOUNT SCORING
Give target account leads a score boost so they will
qualify more quickly and rank higher in the sales queue.

Scoring Model
Account Scoring vs. Lead Scoring
Understand what’s in your current lead scoring model and
how it can be modified to create an account scoring model
Considerations:
• How are leads currently being scored?
• What, if any, account / company criteria is
currently used?
• What is the score threshold to pass leads to sales
for follow up?

Scoring Model
ACCOUNT PROFILE AGGREGATED ACTIVITY

Target Account Identification
Understand how
sales identifies
target accounts,
how account
contacts are
created, and
where new leads
are coming from

Target Account Identification
Piggy back off of sales CRM process for a dynamic list of targets – easier
for sales to flag new accounts and less work for marketing to maintain.

Account Marketing Strategy
ENGAGE
IDENTIFY
QUALIFY
EXPAND
TARGET

Considerations:
• How much do you really know about your
target accounts?
• What content is available to support
marketing activities?
• How are you currently engaging with target
accounts?
• What resources can support account-specific
campaigns?

Successful ABM requires an investment in creating
content and campaigns that are specific to the account .


Target accounts require target marketing
Know something about the company – beyond just
their name
Have a specific solution to their problem
Engage with ALL stakeholders – don’t just assume
1 person is making the decision

Sales Routing / Assignment Process

Considerations:
• Is there a process to identify and route leads
to sales?
• In the current process, should target account
leads be qualified differently than other
prospects?
• What data needs to be collected for sales to
effectively follow-up on the account – not
just the lead?

Fast track target account leads to sales, do not wait until the specific lead
scores up – “interest” signals might be tracked across multiple leads.

Final Thoughts
Assess if ABM is right for you
Take time to be prepared
Marketing and sales alignment is key

Final Thoughts
Considerations:
• A targeted marketing strategy will allow you
to tailor your content and have a much
greater impact
• Target accounts should always be
considered high priority – these are your
dream customers, they should never be
ignored

ABM Checklist
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