MARKETING BRIEFSABM  &  the  Chamber  of  Marketing  Secrets

SPEAKER  BIO

HELEN  BARLOWCLIENT  SUCCESS  DIRECTOR

Dedicated,  experienced  practitioner  of  B2B  Demand  Generation  solutions,  using  Inbound  Marketing,  Content  Marketing  and  both  Established  and  Evolving  Marketing  Technologies  to  drive  global  sales  revenues.  I  support  clients  to  drive,  design  and  implement  strategic  change  and  enablement  across  the  whole  buyer  journey.

SPEAKER  BIO

GREG  DORBANHEAD  OF  INBOUND  MARKETING

Responsibility  to  our  business  and  clients  for  filling  the  top  of  the  funnel  across  the  full  range  of  Inbound  Marketing  channels  including  Search,  Pay-­‐Per-­‐Click,  Display  Advertising  and  Social  Media  through  to  conversion  optimisation  and  user  experience.

Marketing  Briefs  Webinar  Series

• LBDGA  are  running  a  series  of  30  minute  webinars  every  2  weeks.

• Short,  focused  and  free  of  Marketing  jargon.• Upcoming  webinars:

• Nurture  Strategy  on  3rd August• Social  Selling  on  14th September• Gating/Form  Strategy  on  28th September

• Interested  in  any  of  the  upcoming  topics?  Email  DemandMore@lbdga.com

AGENDA

What  we’ll  be  covering  today:

1. What  does  ABM  actually  mean?2. The  4  different  types  of  ABM3. How  you’re  already  delivering  ABM4. How  to  identify  which  model  of  ABM  to  adopt5. The  Tech  Shopping  list  that  you  need  for  ABM

If  it  is  then  you’re  in  the  right  place!

1.  What  does  Account  Based  Marketing  actually  mean?

• Account  Based  Marketing  is  probably  the  hottest  topic  in  Marketing  right  now.• There  are  nearly  18  searches  relating  to  ABM  or  Account  Based  Marketing  every  10  minutes.• But  the  question  is,  what  does  it  actually  mean?

1.  What  does  ABM  actually  mean?

Having  to  find   the  cash  to  invest  in  new  technology

Let’s  start  with  what  it’s  not…

Needing  to  create  lots  of  new  content

Overhauling  everything   to  focus  on  ‘The  One’

ABM  is  the  process  of  aligningmarketing  activity,  strategy  and  execution  with  

target account  types  or  groups  to  drive revenue  growth

1.  What  does  ABM  actually  mean?

2.  The  4  different  types  of  ABM

• All  good  things  come  in  sets  of  4:  • The  Seasons• Playing  card  suits• The  Beatles• Calling  birds• And  ABM…

• So  what  are  they?

2.  The  4  different  types  of  ABM

Industry/Sector

Any  number  of  new  or  existing  accounts  in  the  same  vertical/sector

Named  Account

Moderate  or  large  number  of  defined,   existing  or  targeted  accounts

Customer  Lifecycle

Moderate  or  large  number  of  existing  customer  that  receive  differentiated  

outreach

Large  Account

Very  small  number   of  large,  existing  or  targeted  

accounts

3.  How  you’re  already  delivering  ABM  in  your  business

Why  are  we  not  adopting  Account  Based  Marketing?

3.  How  LBDGA  helped  me  earn  brownie  points  with  my  boss

3.  How  you’re  already  delivering  ABM  in  your  business1. You’re marketing to

an existing database that is segmented

2. Your business has a Sales team trained to win specific accounts

3. You have a website with a sector section

4. You have case studies and organisethem by sector

5. You attend sector specific events or run customer events

4.  How  to  identify  which  model  of  ABM  to  adopt

üYou  now  understand  what  ABM  isüYou’ve  already  been  delivering  ABM  (in  some  form)  already

üYou’re  up  to  speed  with  the  4  different  types  of  ABM

But  how  do  you  decide  which  model  to  adopt?

4.  How  to  identify  which  model  of  ABM  to  adopt

What  does  the  Sales  Team  focus  

on?

Where  will  we  see  revenue  come  from?

By  size/value

By  name

By  sector

Net  new  vs  growth

A  few  large  wins

Known  opportunities

From  1  or  2  specific  sectors

Upsell  &  retention

Where  do  I  need   to  invest  my  marketing  ££  and  

Time?  

Identifying  high  value  opportunities   in  large  accounts

Understand  named  accounts  &  sales  enablement

Building  awareness  &  creating  sector  demand

Advocacy  &  identifying   previously  unknown  opportunities

Going   to  the  Pub

Large  Accounts

Named  Accounts

Industry  Sector

Customer/  Lifecycle

ABM  Model

5.  The  (Tech)  Shopping  list  that  you  need  for  ABM

• You  want  to  adopt  Account  Based  Marketing  • You’ve  identified  which  model  of  ABM    is  right  for  your  business• But  do  you  know  what  type  of  Tech  you  need?

• IP  Media  Targeting• Account  /  Sector  targeting• Named  account  targeting

Attract

• Web  Personalisation• Nurture/triggered  email

Engage

• Sales  Insight• Account  lead  Scoring• Predictive  Analytics

Grow

• Web  personalisation• Customised/dynamic  email• Sales  Insight

Retain

5.  The  (Tech)  Shopping  list  that  you  need  for  ABM

RECAP

What  we’ve  covered  today:

1. What  does  ABM  actually  mean?2. The  4  different  types  of  ABM3. How  you’re  already  delivering  ABM4. How  to  identify  which  model  of  ABM  to  adopt5. The  Tech  Shopping  list  that  you  need  for  ABM

Question  Time

Upcoming  Webinars

If  you’re  looking  for  more  information  around  some  of  the  topics  raised  today:

• B2B  Nurture  Strategy  on  3rd August• Gating  Strategy  on  28th September• Buyer  Journeys  on  7th December• Waterfall  Reporting  on  2nd February

Interested  in  any  of  the  upcoming  topics?  Email  DemandMore@lbdga.com