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22. Evolution of Account-Based Marketing
1995- 2005 2005-2012 2012>>>
• Limited in scale
(25-50 accounts)
• Field Mktg centric
• Analog in approach
• Improved scale
• Email centric
• Industry focused
• Post hand raise
• Reactive
• Fully scalable
(5000+ accounts)
• Full funnel
• Multiple targeting
options
• Pre hand raise
• Proactive
23. What drove the change?
IP Targeting
Account-based, real time bidders
Real time customization
More bandwidth/faster speeds
DMPs
Frustrated B2B Marketers
24. More
marketers are
AWARE
of ABM
of B2B companies are
aware of ABM.
75%
of marketers say that
ABM delivers higher
ROI than any other
marketing approach.
84%
25. of B2B companies
employing ABM plan to
increase their ABM efforts
over the next 12 months.
72%
of B2B companies
employing ABM plan to
invest more in technology
over the next 12 months.
61%
More
marketers are
USING
ABM
26. of B2B marketers
employing ABM
stated they are
aligned with sales.
91%
of B2B companies said
Account-Based
Marketing has an impact
on marketing’s success.
96%
More
marketers are
having
SUCCESS
with ABM
28. Getting Started with ABM
Align sales
and marketing
Identify
target accounts
Develop ABM
Marketing Plan
Measure
29. Align
Sales and
Marketing
Philosophical Alignment
Shared belief in an
account-based approach
Commitment to collaboration
Operational Alignment
Target account list selection
Metrics and goals
Planning and cadence execution
42. Develop ABM Marketing Plan
Awareness
• Account-based advertising
• Syndicated content
• Events/Tradeshows
Engagement
• Website personalization
• Webinars
• Social
• Case studies
Conversion
• Forms/Chat/Sales Accelerator
• Field Events
• Contact Me
Analog and Digital
44. Measurement
Measure across the funnel
Connect everything to revenue
Measure everything, but set
goals on business drivers
Course correct your plans and
spend based on results
46. Target Accounts
200 accounts across industries, including automotive,
consumer electronics, medical and manufacturing.
Full Funnel approach:
Attract: Account-based advertising
Engage: Website personalization
Convert: Forms
Measure: Website analytics
Results
156% increase in opps for automotive
54% increase in opps for CE
Industry Type
Consumer
Electronics
MFG
Medical
Automotive
47. Industry Type
YOY Pipeline Opps
Financial: +90%
Technology: +150%
Business Services: +200%
Medical: +250%
Financial
Business
ServicesMedical
Technology
51. #SPS2015
Q&A Panelists
John Dering
Director, Marketing Programs
Demandbase
@D_Rang
MODERATOR:
Andrew Gaffney
Editor, Demand Gen Report
52. #SPS2015
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Dana Harder & Matt McKenzie
Content4Demand