account based marketing (abm) - thank you twitter: @ alexmoore100 twitter : @stratagoninc facebook:

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  • The sales and marketing connector

    A c c o u n t b as e d m a r k e t i n g ( A B M )

    Copyright Stratagon Inc., 2019

  • Your Speaker

    ALEX MOORE

    Passionate Marketer and Eternal Student Moonlight Athlete Professor

    Copyright Stratagon Inc., 2019

  • Today we will discuss…

    • What is ABM

    • Sales and Marketing Alignment via ABM

    • How to get started

    Copyright Stratagon Inc., 2019

  • Sales and Marketing…

    A common difference of opinion. W h o a d d s va lu e

    Copyright Stratagon Inc., 2019

  • 60% of high school students are discovering colleges anduniversities via a search engine. (Social Admissions Report 2017, Chegg)54% of marketers say that pipeline is how they are measured. (Insideview market report 2018)

    Copyright Stratagon Inc., 2019

  • 60% of high school students are discovering colleges anduniversities via a search engine. (Social Admissions Report 2017, Chegg)

    70% of high school students prefer email at each phase of the enrollment journey. (2016 TeensTalk Survey)

    54% of marketers say that pipeline is how they are measured. (Insideview market report 2018)

    59% of sales say marketing is NOT accountable for building a pipeline

    Copyright Stratagon Inc., 2019

  • 60% of high school students are discovering colleges anduniversities via a search engine. (Social Admissions Report 2017, Chegg)

    70% of high school students prefer email at each phase of the enrollment journey. (2016 TeensTalk Survey)

    54% of marketers say that pipeline is how they are measured. (Insideview market report 2018)

    66% of sales and marketing professionals say their biggest challenge is the lack of accurate shared data on target accounts.

    59% of sales say marketing is NOT accountable for building a pipeline.

    Copyright Stratagon Inc., 2019

  • W h at i s A B M?

    Copyright Stratagon Inc., 2019

  • Leads I n flu en ce Copyright Stratagon Inc., 2019

  • ACCOU NTS CLOSE Copyright Stratagon Inc., 2019

  • ABM Funnel in 60 Seconds

    Copyright Stratagon Inc., 2019

  • Seek success at each selling stage

    • New names in target account

    • Higher program engagement across

    multiple contacts

    • Lift in website traffic from target

    accounts

    • # of meetings set with target accounts

    • MQL’s in target accounts

    • Successful calls with target accounts

    • Higher win rates

    • Deeper and broader relationships

    • # of opportunities within target accounts

    • Pipeline in targeted accounts

    • Deal acceleration

    EARLY MID LATE

    SUCCESS METRICS

    Copyright Stratagon Inc., 2019

  • 80% O f M a r k et ers

    Source: ITSMA, Account-Based Marketing and ROI: Building the Case for Investment

    MEASURING ROI SAY THAT ABM OUTPERFORMS OTHER MARKETING INVESTMENTS

    Copyright Stratagon Inc., 2019

  • How do we get Sales and Marketing

    CONNECTED?

    Copyright Stratagon Inc., 2019

  • Sales and Marketing Alignment Step #1

    Select and agree on target accounts: • Company Size • Industry • Revenue • Geographic Location • Technology • Function • Level (Seniority) • Titles

    Copyright Stratagon Inc., 2019

  • Sales and Marketing Alignment Step #2

    Agree on central data source: • Company and Contact Data • Insight Data • Engagement or Behavioral

    Copyright Stratagon Inc., 2019

  • Sales and Marketing Alignment Step #3

    Agree on success metrics: 4 Ways to Measure success

    Coverage

    Awareness

    Engagement

    Influence Copyright Stratagon Inc., 2019

  • Sales and Marketing Alignment Step #4

    Determine tactics and communication channels: • Ad Messaging • BDR Call Sequence/Scripts • Follow up Emails • Retargeting • Funnel Management

    Copyright Stratagon Inc., 2019

  • A B M Qu i c k Sta rt.

    Copyright Stratagon Inc., 2019

  • To get started:

    And segment them into like groups. S elect 1 0 0 Ac c o u n ts

    Copyright Stratagon Inc., 2019

  • Determine top, middle, and bottom of the funnel messaging and engagement flow that will fuel your

    Fu n n el st r at egy.

    Copyright Stratagon Inc., 2019

  • Select an

    And develop creative to meet the specs of the channel

    A B M P lat fo r m(s)

    Copyright Stratagon Inc., 2019

  • Launch the campaign and

    Measure. against the predefined metrics

    Copyright Stratagon Inc., 2019

  • View and Manage Ad Impressions by Account

    Copyright Stratagon Inc., 2019

  • Po p u la r A B M P lat fo r m s

    Copyright Stratagon Inc., 2019

  • T H A N K YO U

    Twitter: @alexmoore100 www.linkedin.com/in/alexmoore100/ Twitter: @stratagoninc Facebook: @Stratagon Blog: www.stratagon.com/blog