BOL will dive into the next level of Account-Based Marketing, uncovering the question of "what's next" for your ABM efforts. We will uncover the six elements of next-gen ABM and how brands can stop struggling to get ABM right. Key takeaways include:
• ABM is about the strategy, the targets, the marketing program, the content, the measurements and the alignment;
• The future of ABM means thinking beyond the click;
• A holistic approach to building successful customer relationships at scale happens when brand, demand and ABM align.
• At the end of the day, ABM should do two things: Help you accelerate your pipeline and accelerate the list of accounts in your pipeline.
Advanced ABM - what it is, how to do it right, and the impact it has on a business - Rob Griffin, BOL Agency
1. MASTER
CLASS
LOS ANGELES, CA ~ JULY 11 - 12, 2022
DIGIMARCONWEST.COM | #DigiMarConWest
Rob Griffin
SVP PERFORMANCE
BOL AGENCY
Advanced ABM - what it is,
how to do it right, and the
impact it has on a business
23. WITH THE RIGHT SKILLS
23
EXPERTISE EMPATHY
EXTENSIBILITY
Harness key partnerships,
deep technological know-how
and proven marketing savvy
to translate data into action
Align teams, identifying high-
value accounts and customizing
communications to their unique
needs
Strategically grow efforts to support
specific needs and budgets, optimizing
how every dollar is spent to maximize ROI
24. THE RIGHT APPROACH
24
BRAND DEMAND
ABM
Broad always-on messaging
that builds trust with
customers and prospects
Targeted messaging that
highlights key customer-focused
benefits and offers insights into
behaviors and needs
Highly personalized messaging
focused on the specific needs of only
the most ready customers
25. AND A PROVEN PROCESS
25
Who do you target?
Where do you target?
Why should they care?
How do you define success?
How do you improve success?
26. WHO DO YOU TARGET?
26
INTENT
ANALYSIS
LOCALIZE
AND
PERSONALIZE
SEGMENT
Sales Discovery - stakeholder
interviews & synthesis
Closed Won Analysis -
analyze existing CRM data to
stack-rank industry focus +
geos, and refine budgeting
Geo-vertical prioritization and
mapping
Full funnel targeting
Intent data mapping to create
alignment with buyer needs
Geo-linguistic alignment to
match the message to the
market
Refine & Prioritize 80K target
accounts using intent signals &
historical data
Beyond vertical - shared need states
Translate segmentation into
targetable media segments