DEMOGRAPHICSData related to people

• contact name• work title• work history• social connections

FIRMOGRAPHICSData related to companies

• company size• employee count• revenue• market vertical• location

INTENT DATAInformation collected based on a potential customers’ behavior, either internally (marketing automation) or externally (web research).

Most organizations have incomplete, dirty data intheir systems of record. If you’re going to embarkon an ABM strategy, you need a consistent,recurring process in place that ensures the data isaccurate, complete, updated on a recurring basisand in the same format across multiple systems.

3 FOCUS ON ACQUIRING COMPLETE AND ACCURATE DATA

1. Alterra Group - https://www.salesforce.com/blog/2016/05/10-account-based-marketing-stats-knock-your-socks-off.html

2. SiriusDecisions - https://www.linkedin.com/pulse/23-abm-statistics-put-account-based-marketing-doubts-rest-dilday

3. MarketingProfs - https://www.salesfusion.com/resource/10-key-account-based-marketing-stats-marketers-know/

4. Experian Data Quality - http://vortini.com/blog/bad-crm-data/5. DiscoverOrg - http://vortini.com/blog/bad-crm-data/6. MarketingSherpa - https://www.hgdata.com/blog/choosing-a-data-vendors/7. ITSMA - https://www.protocol80.com/blog/2015/08/14/11-buyer-persona-

statistics-that-prove-personas-are-awesome/

®

2 BEGIN WITH THE RIGHT DATA

1 MAKE THE DECISION TO START ABM IN 2018 – HERE’S WHY

5 MEASURE AND REFINE THROUGHOUT THE YEAR

8. https://www.hgdata.com/blog/better-abm-from-better-data-using-data-to-build-a-propensity-to-buy-model/

9. https://www.linkedin.com/pulse/micro-marketing-reshaping-business-2017-ian-campbell/

10. Demand Gen Report’s Second Annual ABM Benchmark Suvey11. Demand Gen Report’s Second Annual ABM Benchmark Survey

4 USE PERSONAS, PROPENSITY TO BUY MODELS AND MICRO MESSAGING TO BOOST YOUR RESULTS

Lost by sales and marketing dept.per sales rep from using bad data.5

$32,000DOLLARS

550HOURS

Revenue lost as the result of inaccurate data.4 12%

Companies where inaccurate data had a direct impact on the bottom line.

88%

Rate at which B2B data decays annually.6 22.5%

HG DATABillions of structured and unstructured documents processed each month including case studies, white papers, press releases, newspaper articles, news, blogs, resumes, job postings, government documents.

NEWS

JOBS

GOVT.

TECHNOGRAPHICSDeliver context to these other data sets, providing information on technology installation as well as insights such as approximately when a technology was purchased, where it’s being used and how long it’s been in use. This information is crucial in developing highly-targeted customer messaging.

B2B marketers believe ABM provides significant benefits for retaining and expanding current relationships.2

84%Marketers said ABM had higher ROI than other marketing activities.1

97%Companies with ABM in place generate more revenue for their marketing efforts.3

208%

48%

Measurement and refinement is critical to ABM success. This includes:• defining your market• having a data strategy• working with credible

third-party data vendors• measuring results – what is the

ROI of the program, what is thechurn rate?

Then fine tune yourABM program.

49%

Net-new accounts engaged

46%

Win rate

42%

Contribution to pipeline revenue

42%

Number of qualified accounts and

pipeline velocity

31%

Account engagement scores

KPIs MARKETERS MEASURE TO DETERMINE SUCCESS10

The idea with account based marketing is really understanding your account, understanding the entire buying unit and all the people involved and using your entire organization to reach out to that account at different levels for full coverage.

Ready to implement this powerful sales and marketing tool in 2018? Here are the top 5 resolutions for ABM success in 2018.

GET TECHNOGRAPHICS

INTO YOUR

CRM

30DAYSBedrock Data achieved sales success within 1st month of using HG Data

30%of survey respondents

plan to use technographic data sources to help

build and formulate their targeted account list.11

2Ximprovement in

performance of predictive models for HG Data user

Modern Analytics.

3-5Xincrease in net new

accounts for HG Data customer Zendesk on its

lead generation campaigns

PROPENSITY TO BUYIn propensity to buy analysis, you look deeper, beyond simply which companies might be a good fit for your offering some time, to examine key indicators of a higher likelihood to seriously consider a purchase in the near future.8

Of buyers are more likely to consider a solution targeted to them.7

PERSONAS - A human profile of a buyer.

MICRO-MESSAGINGUses insight to make general campaign messaging much more relevant to specific recipients. Nucleus predicts that this will boost productivity of marketers by up to 50 percent. Implementing micro-marketing not only increases the productivity and effectiveness of marketers and salespeople, but can also cut costs by up to 25 percent.9

50%productivity

25%cut costs

Account Based Marketing

RESOLUTIONS FOR SUCCESS

in 2018

®

44%Of marketers use buyer personas.7

BUT

ONLY