Everybody at your organization wants a piece of the ABM pie – but do you have the team, tools and resources to support and scale your strategy? Join Jenifer Walsh, VP, Demand Generation and Marketing Operations at GE Digital as she shares her story of supporting and enabling multiple business units, developing a 1:1 strategy and reporting on success. All without a deep toolbox.

1. #B2BMX
#B2BMX

2. • 25+ Years Marketing & Advertising
• B2B & B2C
• Client-side and Agency-side
• Brand to Demand
Jenifer Walsh, VP
Marketing GE Digital
www.linkedin.com/in/jeniferwalsh

3. The State of ABM
$’s Allocated Increasing
Dedicated FTE Resources
Increasing
From Shiny Object to
Practical Execution
Measurable Results - 50%
improvement in win rate

4. #B2BMX
Our Not-So-Unique Challenges
Few people resources and new team members
Organizational changes
Budget constraints
Four business units with different needs
High awareness without clear understanding
Everybody wants you

5. #B2BMX
Which Leads To…..

6. #B2BMX
Our Approach
Build the Plane While Taking Off

7. Speakers
But First, You Need to Hire a ………

8. #B2BMX
1:Many
1:Few
1:1
Target accounts grouped by similar
characteristics and/or common
issues (Named)
Strategic large-accounts prioritized by
their current and future revenue
potential (Max Focused Accounts)
All Segments: Align frequency/intensity of marketing activities to
different engagement levels
Large # of accounts may not have
indicated purchase intent
(Programmatic)
R
e
s
o
u
r
c
e
s
N
e
e
d
e
d
Quickly Define the Strategy

9. #B2BMX
BU 1, BU 2, BU 3 BU 1, BU 2, BU 4 BU 2, BU 3
Align ABM Strategy to Business Priorities
1:1
• High-personalization,
resource heavy
• In-depth account
insights
• Ideal Customer Profile
• Prioritize and select
best fit accounts to
invite to the program
• Identify Decision
Making Units and
paint points
• Custom marketing
plan with personalized
content
1:Few
• Light-personalization
• General market
intelligence and
insights
• Identify list of accounts
based on
product/solution
interest matched to
common industry pain
points
• Semi-customized
marketing plan
1:Many
• Little or no
personalization
• Leverage existing
product and solution
information and
marketing assets
• Execute a
programmatic
marketing plan to
track engagement and
intent

10. #B2BMX
Define and Rate Dependencies

11. #B2BMX
Build & Share Timeline

12. #B2BMX
Articulate What Success Looks Like
KPI Notes
% increase in Net Promoter Score for ABM accounts Establishing baseline
% increase in Engagement score
Use average engagement minutes in Demandbase for
each BU as a baseline for Account Engagement Bowler
Metric
# of new contacts identified Account Contact Completeness Bowler Metric
# of decision-making units identified
Applicable if more than one decision making unit exist in
the account
# of executive level qualifying meetings Building relationships
# of New Qualified Opportunities Created (QAO) Account-based marketing support to expand
% increase in deal velocity ABM vs Non-ABM account
A/B Testing
Baseline per BU
% revenue growth by ABM vs Non-ABM account A/B Testing
Recurring annual revenue (Customer Lifetime Value) Account-based marketing support to expand

13. Learnings
• Just start
• Prioritize and have a growth mindset
• Be agile and pivot quickly
• Don’t let inaction prevent action
• Work with the ones that can lend you
support
• Find ways to scale quickly
• Leverage technology where you can
• Set expectations
• Celebrate small wins

14. #B2BMX
Thank You
For questions, please add me as a connection within the platform