Marketers using account-based marketing tactics drive more than double the revenue. Jason Seeba of BloomReach shares the 8 steps they followed to develop a successful ABM program. Get the cheat sheet here.

1. © 2016 Integrate, Inc. 1

2. Based on a Webinar by:
© 2016 Integrate, Inc. 2
Scott Vaughan
Integrate
@ScottAVaughan
Matt Heinz
Heinz Marketing
@HeinzMarketing
Jason Seeba
BloomReach
@jseeba

3. This ABM Thing,
What Is It Really?
© 2016 Integrate, Inc. 3

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Isn’t this just sales disguised?

5. ABM Defined
Account-Based Marketing / ay-bee-em
• noun. A strategic approach to business
marketing in which an organization
considers and communicates with
specific businesses as markets of one.
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7. But How Do You
Get It Right?
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8. © 2016 Integrate, Inc. 8
Jason Seeba
Chief Marketing Technologist,
BloomReach
@jseeba
HERE’S HOW JASON DID IT

9. Step 1: Plan & Set Goals
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11. Step 2: Assign & Align Roles
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12. Step 3: Define Target Accounts
• For us = vertical,
website traffic, pages
indexed in Google,
and revenue
• Continually updated
data/target lists
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13. Step 4: Develop Personas
…because people
sign the checks
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14. Step 5: Map Your Universe
1. Accounts + names
2. Populating CRM
3. Updating with relevant
contacts/changes
4. Routing leads to
accounts
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15. Step 6: Create Content…
That Isn’t Ignored
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16. …Then Match that Content
to the Journey
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17. Step 7: Identify Tactics to
Engage Audiences
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BALANCE IS KEY
INBOUND OUTBOUND

18. Discover with Outbound
Engages target-account personas where they’re
having relevant conversations:
• IP-ad targeting and retargeting
• Third-party content marketing
• Trade shows
• Email (nurturing)
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To Named
Accounts
Only

19. Attract with Inbound
Inbound…it still matters –
helps inform you of what your
target accounts and personas
look like.
Website, blog & landing pages:
• Tracking
• Personalization
• Progressive profiling
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20. Step 8: Analyze Data…
That Matters
Key Focus:
Engagement by the
right people in
target accounts
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21. What to Analyze
Immediately
Engagement among
targeted
accounts/personas
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22. What to Analyze Long Term
Revenue
attribution in
MA/CRM
platforms
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24. But Before You
Get Started…
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25. Make Sure You
Have the Right
Tools
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26. © 2016 Integrate, Inc. 26
ABM Tools that Help

27. Tool Role Key Players
MA/CRM The hubs of your ABM tech stack
Predictive
Provides info needed to devise
ABM tactics
Website Personalization
Track visitors, sources and actions
to deliver personalized experience
Data Management &
Measurement
Ensure usability of data collected
from ABM programs
IP Targeted Advertising
Ensure ad budget is spent only on
reaching targeted companies
Automated Outbound
Demand Gen
Engage decision makers at
targeted companies with long-form
content
© 2016 Integrate, Inc. 27
What Tech Do You Need?

28. © 2016 Integrate, Inc. 28

29. Isn’t It Time to
Build Yours?
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30. © 2016 Integrate, Inc. 30
Plan your ABM program
using this workbook.
Includes everything you need to get
started:
 Detailed guidance for each step
 8 customizable worksheets
 Insights on current ABM tech
vendors

31. Were these steps
helpful for you?
© 2016 Integrate, Inc. 31
Thank you!