Empower your marketing team and focus on accounts with the highest revenue potential with Account-Based Marketing. Learn how you can jumpstart your Account-Based Marketing strategy with these 5 simple steps. We'll include a real example from our work with Panaya and how they used ABM to target and enter a new market and put their business on the fast track.

1. 5 Steps to an Account-Based
Marketing Strategy

2. 5 Steps to an Account-Based
Marketing Strategy
July 17, 2013
Mike Telem
VP of Business Development
& Co-founder
David Myers
Marketing Campaign Strategist

3. Twitter
#5stepABM

4. Webinar Overview
1. What is Account-Based Marketing (ABM)?
2. Why take an ABM approach?
3. 5 Step plan to an ABM strategy
4. ABM use case example
#5stepABM

5. What is Account-Based Marketing?
“Focusing marketing and sales on the
accounts most likely to generate
revenue or meet other strategic goals”
ABM allows marketers to scale growth
and revenue by generating marketing-
sourced deals.
#5stepABM

6. Hitting the Sweet Spot
Typical attributes of target accounts:
• Firmographic: Industry/Revenue/Location
• Sales Named Accounts
• Behavioral: Customer Journey, Product Interest
#5stepABM

7. Advantages of an ABM Approach
Improve marketing impact and ROI by focusing
your efforts and resources on high-yield prospects.
Scale your revenue by increasing the number of
marketing-sourced deals and accelerating customer
acquisition of “dream” prospects.
“With Account-Based Marketing, we were able to generate the deals the
whole company was talking about.” VP Marketing, Panaya
#5stepABM

8. Case Study Example
Panaya helps companies that use ERP reduce 70% of
their upgrade, testing risk and effort.
1. Target new customer segment
2. Increase focus on Fortune 1000 companies
#5stepABM

9. 5 Steps to an ABM Strategy
#5stepABM

10. Step 1:
Discover & Define High-Value Accounts
Review sales history in terms of revenue, profitability
and sales cycle
Determine account profiles
• Industry, location, revenue, technology, named accounts
• Behavior, customer journey and target personas
Correlate with strategic goals
• Regional expansion, market share growth, big brands,
competitors’ customers
#5stepABM

11. Step 2:
Define Personalized & Effective Messaging
• Discover existing content assets
• Correlate assets to firmographics, personas
and customer journey goals
• Offer value, don’t over personalize
• Optimize by success
#5stepABM

12. Step 3:
Determine Optimized Channels
• One size does not fit all
• Set up the touchpoints and nurture plan
• Keep the message consistent across channels
• Digital: website, social, PPC, blogs, referrals,
email
• Traditional: relevant magazines, events
#5stepABM

13. Step 4:
Execute Targeted Campaigns
“Relevant, engaging and compelling content is the main
ingredient for content success”
(B2B Content Marketing Report 2013)
“82% of prospects value content targeted to their specific
industry and 67% find content targeted to their job
function valuable”
(Marketing Sherpa)
#5stepABM

14. Step 4:
Execute Targeted Campaigns
• Speed and Relevancy
• Focus on top-funnel, inbound prospects
• Keep sales in the loop for quick response & feedback
• Real-time targeting & personalization (onsite and attentive)
#5stepABM

15. Case Study: SAP & Oracle
#5stepABM

16. Case Study: SAP & Oracle
#5stepABM

17. Case Study: Oracle
#5stepABM

18. Step 5:
Measure, Learn and Optimize
• Track the entire sales and marketing funnel
• Discover inbound accounts to track early results
• Measure interactions and engagements
• Monitor sales feedback and account traction
• Measure conversion metrics: increase in revenue,
reduce sales cycle time, customer loyalty
#5stepABM

19. Summary
Focus Marketing and Sales on key accounts that provide
the highest revenue or meet strategic goals.
#5stepABM

20. Next Steps
• Accelerate your path to an ABM strategy
• Speak to an ABM expert to start the process
• www.insightera.com/abm-expert
• Join us for an advanced ABM webinar
• www.insightera.com/abm-advanced
• Connect with us: @insightera, mike@insightera.com