Account Based Marketingmrkto.b2bmarketing.net/rs/085-VAB-435/images/12.05... · Content Almost 85%...
Transcript of Account Based Marketingmrkto.b2bmarketing.net/rs/085-VAB-435/images/12.05... · Content Almost 85%...
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Account Based MarketingHow to go from pilot to rollout without losing your mind
Lisa SkinnerVice President, MarketingJuly 10, 2018
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AGENDA
● Introduction
● What is ABM and why you should invest
● Key pieces of an effective ABM strategy
● Budget and team
● Tech stack and org buy in
● Tips/Tricks
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We help the world’s most powerful brands build deeper relationships with their customers through personalized mobile experiences.
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World’s Leading Mobile Engagement Platform
Launched: 2009 | Offices: Boston, San Francisco, London, Berlin | Employees: 114Total Raised: $70M | Last round led by Sapphire Ventures: $35M
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Are you ready to dive in?
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What is ABM?It’s a strategic approach that coordinates
personalized marketing and sales efforts to open doors and deepen engagement at target accounts.
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Individual customer stakeholders who perceived supplier content to be tailored to their specific needs were 40% morewilling to buy from that supplier than stakeholders who didn’t (CEB in Harvard Business Review)
40% +
Personalized Content
Almost 85% of marketers measuring ROI say that ABM outperforms other marketing investments (ITSMA)
85%
ABM & ROI
92% of B2B marketers worldwide say that ABM is “extremely” or “very” important to their overall marketing efforts (SiriusDecisions)
92%
Adopt ABM
On average, a B2B customer will regularly use six different interactionchannels throughout the decision journey (McKinsey)
6Talk to Prospects
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Most importantly, companies
with aligned sales and
marketing teams generate
208% more revenue for their
marketing efforts.(M arketing Pro fs)
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Key Pieces of an Effective
ABM Strategy
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Account Selection
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Contact Development
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Content Creation
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Marketing Channels
Customer Example
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Measurement
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Start small & get wins early
BUDGET & TEAM
Cross-functional is key
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Use what you’ve got
TECHSTACK
Then take it to the next level
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It starts at the top
OrgBuy-In
Socialize your success
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Just do it!
Iterate, iterate, iterate.
Be aligned with Sales.
Socialize your success - show how you
are making an impact and lead with data.
Be patient! Stay the course! Be tenacious!
IN CONCLUSION
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Lisa SkinnerVice President, Marketing at Localytics
@LisaZsj [email protected]
Thank you!
lisadionneskinner