ACCOUNT-BASED MARKETINGin a Predictive World

Account Scoring

Behavior Scoring

Prioritize accounts that are a good fit for your product or service

Pipeline Metrics

Look for behavior that would indicate a prospect is in market and likely to buy

Advanced Segmentation Coverage

Personas

Execute

Are you able to speak to each prospect individually through the lens of their persona, technographic, or business pain-point?

How do you share your strategy and vocab across systems?

How do you get your data and tools to work together to execute the play?

Behavior ScoringDevelop Personalization

Account Acquisition

Contact Acquisition

Find contacts who match your personas and map to your target account list

Map ABM Tactics

Sales Alerts - Slack, Chatter, Task

Account Development - SDRs

Email Sequence - Marketing Automation, Outreach

Display Ads - Terminus

Live Events

Direct Mail Campaign

Find lookalike accounts that match the criteria defined in the Account Selection phase

Narrow your profiles with custom signals such as:

Define the specific roles you want to target within the account

Technographics

Firmographics

Keywords

Sales Engagement

Opportunity Rate

Average Deal Size

Deal Velocity

Win Rate

Revenue Impact

Number of Engaged Prospect Accounts

Depth of Engagement

Program Impact

Good Accounts per Rep

Contacts per Target Account

Sales Effort Analysis

Examples:

ACCOUNT SELECTION NET-NEW ACTIVATION MEASUREMENT

Consider segment size and value when selecting tactics

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