Account Based Marketing
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Transcript of Account Based Marketing
Account Based Marketing:Account Based Marketing:
How to get your Prospects How to get your Prospects from Potential Friends to from Potential Friends to
Friends with BenefitsFriends with Benefits
By the Book DefinitionBy the Book Definition
Account Based
Marketing or ABM, is the practice of marketing toward a specific prospect with a completely
personalized marketing campaign.
In Simple Terms…In Simple Terms…
You are
researching and
trying to appeal to only
one specific client
Who Cares?Who Cares?
You Should…You Should…
According to ITSMA there are five major reasons most companies are practicing ABM
Reason #1Reason #1 ABM represents a
potentially significant improvement to the existing account planning process
Reason #2Reason #2 Adds the “power” of
marketing to the account development process
Marketing
Reason #3Reason #3
Helps companies focus on their most important accounts and opportunities
ReasonReason #4#4 Develops deeper
relationships with a broader set of decision makers
(get to long walk on the beaches level...)
So How Do I ABM?So How Do I ABM?
ITSMA and DemandBase believe in a five step program in order to make ABM work
AlignAlign
To align means to unite your sales and marketing team as one
Together they will make better judgments in choosing accounts
PilotPilot
To pilot essentially means trial and error
Find out what ABM techniques work and what don’t
BuildBuild Once you have identified
techniques that work expand
Pick more accounts that can be
profitable with ABM
StandardizeStandardize
The more ABM accounts you get the more you need a model
Develop a way of pushing out more ABM programs
ScaleScale
ABM has a great potential for revenue
Apply ABM to other fields of marketing
Myths About ABMMyths About ABM
Sales Calls the ShotsSales Calls the Shots Sales doesn’t have the only or final say
Equal partnerships between the sales and marketing team will identify the best accounts
You Can Only Handle So You Can Only Handle So Many Accounts With ABMMany Accounts With ABM
It does take a little more time to go after accounts with ABM
Slow and Steady Wins the Race.
The more ABM programs you develop the better
chances at landing big accounts
You Don’t Really Need Info on You Don’t Really Need Info on Your ClientsYour Clients Because you are giving them the
time of day means you can’t skimp out on the research Learn about them!
Use ABM on All AccountsUse ABM on All Accounts
ABM is designed for the big profit accounts
Client A
Client B
Which one would you choose?
The bigger the client the bigger the profit, the smaller the client the smaller the profit
Let’s RecapLet’s Recap
Align
Pilot
Build
Standardize
Scale
Step 1
Step 2
Step 3
Step 4
Step 5
Make an Arranged MarriageMake an Arranged Marriage
The Sales and Marketing team
need to
come together in holy matrimony in order for a
successful ABM program
Don’t Over Do ItDon’t Over Do It
It’s the same as underwear, one size does not fit all
ABM works because you are specifically tailoring to a prospective client
Supply and DemandSupply and Demand
The more you want the more ABM programs you need to develop
DO YOUR HOMEWORKDO YOUR HOMEWORK
ABM only works if you really KNOW the client
Learn everything about them down to their favorite kind of ice cream
Always Make Them Always Make Them Feel Special Feel Special
Finally, remember the purpose of ABM
is to appear personalized to your client
Treat them as if you are their biggest fans!
Learn More!Learn More!
For more information about Account Based Marketing check out our free “Orange Paper” All You Need to Know…and More! About Target Account Based
Marketing here: http://www.salesquest.com/resources/target-
account-based-marketing/