Generating your target account list is the most important step to launch an account-based marketing campaign. Before you can launch your marketing and sales teams into action, you need to empower them to be successful. You need a well-running ABM Data Engine that uses accurate data to drive your targeted marketing efforts. DiscoverOrg is joining with us here at Digital Reach to show you how to use great account and contact data to put your ABM effort into high-gear.

1. Fueling Your ABM
Engine
Identifying Target Accounts
and Contacts

2. Contact: Andrew@digitalreachagency.com | Digital Reach
We are a B2B Digital Marketing Agency
focusing on demand generation.
Companies work with us to:
• Increase qualified leads
• Track SEO and SEM to ROI
• Marketing Automation Support
About Us
• Search Engine Optimization
• Paid Search & Display
• Website Redesign
• Marketing Automation

3. Contact: Andrew@digitalreachagency.com | Digital Reach
Fuel Your Revenue Engine with Accurate &
Actionable Data on Your Target Buyer
Companies work with us to:
• Accelerate lead generation and
improve database health
• Build their Ideal Customer
Profile and source similar
accounts
• Ensure that they reach the right
person at the right time
About DiscoverOrg
• Execute Account-Based Marketing at
Scale
• Maintain accurate firmographic data
and reliable contact information for
target accounts
• Identify good fit accounts and
contacts for outreach
• Uncover actionable insights about
their target accounts

4. Contact: Andrew@digitalreachagency.com | Digital Reach
Available Now:
UNIVERSAL – Your Guide
to Account Based Success
Our eBook is Available for Download!

5. 5
Today’s Agenda

6. Contact: Andrew@digitalreachagency.com | Digital Reach
1 Know Who to Target
2 Fueling your Engine with Data
3 Measure Success
On the Agenda

7. 7
Know Who to
Target

8. Contact: Andrew@digitalreachagency.com | Digital Reach
Starting from the Beginning
ABE is about clarity and alignment
between Sales and Marketing
• Why do ABE in the first place?
• Thinking about Accounts instead of
Leads
• What does ”Alignment” really mean?

9. Contact: Andrew@digitalreachagency.com | Digital Reach
Is it worth it?
ABE requires a lot of planning
and resources. Is it worth the
trouble?
• Remember the promised
land
• Hold a control group to
measure relative success
(don’t forget sample size)

10. Contact: Andrew@digitalreachagency.com | Digital Reach
Start Close to Home
• Use your past customers to
profile your future customers
• ROI Calculations – what
products make the most sense
for us to sell?
• Strategic Orientation – what
direction is our department
looking to move toward?
Your current customers are a treasure
trove of useful data.

11. Contact: Andrew@digitalreachagency.com | Digital Reach
Buying Patterns -> Accounts
Separate Accounts first, then Contacts.
• What factors unite your best accounts?
• Firmographics?
• Funding?
• Technographics?
• Industry?
• Geography?

12. Contact: Andrew@digitalreachagency.com | Digital Reach
Buying Patterns -> Contacts
Now, find patterns from within your
best Contacts -> advocates, and
champions.
• What factors unite your best contacts?
• Role
• Persona
• How did you connect?
• Who connected?
• What problems did they need help
solving?
• What services or products do they
use?

13. 13
Fueling Your
Engine with Data

14. Contact: Andrew@digitalreachagency.com | Digital Reach
Keeping your Data Updated On-Time
Your data is constantly becoming
outdated. Can you keep up?
• What happens when someone
changes companies?
• How do industry news or shifting
business environment affect your
teams?
• ABM often means rapid
response and flexibility

15. Contact: Andrew@digitalreachagency.com | Digital Reach
The Balance Between Simplicity and Detail
There are a TON of different data types and sources. How
much is too much?
• A million dynamic signals – which ones matter to your
business? (think Data)
• Think like you’re going on a diet – focus on application, not
perfection
• Once you discover core value, plenty of time to refine the
process

16. Contact: Andrew@digitalreachagency.com | Digital Reach
Strategic Outreach & Personalization
When you have your data, now you can build a
comprehensive plan to put data into action
• Paid Ads
• Email marketing and outreach
• Multiplatform touches
• Web Personalization

17. 17
Measure Success

18. Contact: Andrew@digitalreachagency.com | Digital Reach
Stages in Buying Cycle
Where are your key accounts in the buying cycle? How are
they scored from stage-to-stage?
Buying Stages:

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Account Engagement Scoring
Can your CRM track Account activity properly?
What is L2A and why does it matter?

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Attribute Success
Make sure you track your assumptions about your
target accounts and contacts with proper data
attribution.
• UTM tags
• “List Source”
• Other Key identifiers in the CRM

21. Contact: Andrew@digitalreachagency.com | Digital Reach
What are UTMs?
Capture 5 Key Pieces of Information:
• Source
• Medium
• Campaign
• Content
• Keyword

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Getting Started with Attribution
• Google Analytics (or another
analytics provider) must be
setup and tracking
• Full funnel tracking is a must

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Closed Loop Reporting
Custom Analytics Setup to tie cross-channel visitor data to revenue in CRM.
How It Works

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Closed Loop Reporting
Some keywords might drive the majority of leads, but with attribution you’ll see which keyword
themes drive the most revenue.
How It Works

25. 25
Integrate
Solutions

26. Demand More from Your Data
Connect with DiscoverOrg to:
 Identify your Best Accounts and Contacts (ICP)
 Ensure Database Health
 Empower your Marketing & Sales Teams
Connect with DiscoverOrg
Email DeAnn.Poe@discoverorg.com for more information

27. Get a second opinion on your
Demand Generation Approach
In a 30 minute consultation, learn:
 Where you rank in relation to competitors
 Measure revenue opportunity from Search
 What you can do to accelerate results from digital now
Andrew
Seidman
Head of
Operations
Thanks for watching!
Email Andrew@digitalreachagency.com or call (415) 857-1263 for more information