End to-End ABM: From Identification to Closed Business
-
Upload
demandbase -
Category
Marketing
-
view
772 -
download
1
Transcript of End to-End ABM: From Identification to Closed Business
![Page 1: End to-End ABM: From Identification to Closed Business](https://reader031.fdocuments.in/reader031/viewer/2022030315/5881dc471a28ab331a8b79a9/html5/thumbnails/1.jpg)
END-TO-END ABM Peter IsaacsonCMO, Demandbase
FROM IDENTIFICATION TO CLOSED BUSINESS
Aman NaimatFounder, Spiderbook
![Page 2: End to-End ABM: From Identification to Closed Business](https://reader031.fdocuments.in/reader031/viewer/2022030315/5881dc471a28ab331a8b79a9/html5/thumbnails/2.jpg)
2
The sales and marketing divide
MARKETING SALES
LeadsPersonasQuantity
Individuals
OpportunitiesBuyers/Influencers
QualityAccounts
![Page 3: End to-End ABM: From Identification to Closed Business](https://reader031.fdocuments.in/reader031/viewer/2022030315/5881dc471a28ab331a8b79a9/html5/thumbnails/3.jpg)
3
The sales and marketing divide
MARKETING SALES
LeadsPersonasQuantity
Individuals
OpportunitiesBuyers/Influencers
QualityAccounts
![Page 4: End to-End ABM: From Identification to Closed Business](https://reader031.fdocuments.in/reader031/viewer/2022030315/5881dc471a28ab331a8b79a9/html5/thumbnails/4.jpg)
4
What’s Broken in B2B?
Sales & Marketing Alignment
The Waterfall BANT Metrics/Attribution
![Page 5: End to-End ABM: From Identification to Closed Business](https://reader031.fdocuments.in/reader031/viewer/2022030315/5881dc471a28ab331a8b79a9/html5/thumbnails/5.jpg)
5
Account-Based Marketing
Identify the companies most likely to buy, and then market to them
![Page 6: End to-End ABM: From Identification to Closed Business](https://reader031.fdocuments.in/reader031/viewer/2022030315/5881dc471a28ab331a8b79a9/html5/thumbnails/6.jpg)
6
Account-Based Marketing
Identify the companies most likely to buy, and then market to them
![Page 7: End to-End ABM: From Identification to Closed Business](https://reader031.fdocuments.in/reader031/viewer/2022030315/5881dc471a28ab331a8b79a9/html5/thumbnails/7.jpg)
7
The Evolving Sales Cycle
OLD MODEL
• Marketing generated leads• Passed MQLs to Sales• Success based on lead volume• Marketing’s work done at MQL
SALESMARKETING
NEW MODEL
• Sales gets involved earlier in cycle• Marketing stays involved later in cycle• Marketing and sales are partners• Success based on pipeline/revenue
SALESMARKETING
BUYER JOURNEY
BUYER JOURNEY
![Page 8: End to-End ABM: From Identification to Closed Business](https://reader031.fdocuments.in/reader031/viewer/2022030315/5881dc471a28ab331a8b79a9/html5/thumbnails/8.jpg)
8
“Account-Based Marketing” search
interest
![Page 9: End to-End ABM: From Identification to Closed Business](https://reader031.fdocuments.in/reader031/viewer/2022030315/5881dc471a28ab331a8b79a9/html5/thumbnails/9.jpg)
9
Tiers of Account-Based Marketing
5-50 accounts
10000+ accounts§ Broad lead gen§ Focus on volume and qualification§ Minimal personalization
ABM
Traditional Demand Gen
![Page 10: End to-End ABM: From Identification to Closed Business](https://reader031.fdocuments.in/reader031/viewer/2022030315/5881dc471a28ab331a8b79a9/html5/thumbnails/10.jpg)
10
Tiers of Account-Based Marketing
5-50 accounts
10,000+ accounts
ABM
Traditional Demand Gen
![Page 11: End to-End ABM: From Identification to Closed Business](https://reader031.fdocuments.in/reader031/viewer/2022030315/5881dc471a28ab331a8b79a9/html5/thumbnails/11.jpg)
11
Tiers of Account-Based Marketing
5-50 accounts
50-5,000 accounts
10,000+ accounts
ABM
ABM at Scale
Traditional Demand Gen
![Page 12: End to-End ABM: From Identification to Closed Business](https://reader031.fdocuments.in/reader031/viewer/2022030315/5881dc471a28ab331a8b79a9/html5/thumbnails/12.jpg)
12
Attract Engage Convert Measure
Traditional B2B Marketing
![Page 13: End to-End ABM: From Identification to Closed Business](https://reader031.fdocuments.in/reader031/viewer/2022030315/5881dc471a28ab331a8b79a9/html5/thumbnails/13.jpg)
13
Close Grow
Account-Based Marketing
Attract Engage Convert Measure
![Page 14: End to-End ABM: From Identification to Closed Business](https://reader031.fdocuments.in/reader031/viewer/2022030315/5881dc471a28ab331a8b79a9/html5/thumbnails/14.jpg)
14
Why identify accounts?
Source: US Census Bureau
U.S. Businesses:
28 million>1 Employee:
6 million$10M+:
200,000$100M+:
20,000$1B+:
2,000
…most B2B companies should target 1,000-3,000 accounts total
![Page 15: End to-End ABM: From Identification to Closed Business](https://reader031.fdocuments.in/reader031/viewer/2022030315/5881dc471a28ab331a8b79a9/html5/thumbnails/15.jpg)
15
Challenges
Need agreement between Marketing and Sales
Requires industry expertise
Shift in thinking: hasn’t been done before
Lack of data and insight
![Page 16: End to-End ABM: From Identification to Closed Business](https://reader031.fdocuments.in/reader031/viewer/2022030315/5881dc471a28ab331a8b79a9/html5/thumbnails/16.jpg)
16
How to Evaluate Accounts
Hiring Patterns
Social Proof
References Firmographics
Recent Deals
Financial Filings
Interests Similar Ecosystem
Buying Team
![Page 17: End to-End ABM: From Identification to Closed Business](https://reader031.fdocuments.in/reader031/viewer/2022030315/5881dc471a28ab331a8b79a9/html5/thumbnails/17.jpg)
17
Attract Your Target Accounts
Engage broad tactics in an effort to attract
eventual customers.
Proactively seek out your target accounts to get them to engage
with you.
![Page 18: End to-End ABM: From Identification to Closed Business](https://reader031.fdocuments.in/reader031/viewer/2022030315/5881dc471a28ab331a8b79a9/html5/thumbnails/18.jpg)
18
Engage and Nurture with Personalization
Target Accounts
Website Content
Email Campaigns
SocialEvents
Direct Mail
![Page 19: End to-End ABM: From Identification to Closed Business](https://reader031.fdocuments.in/reader031/viewer/2022030315/5881dc471a28ab331a8b79a9/html5/thumbnails/19.jpg)
19
Identifying the Buying Committee
![Page 20: End to-End ABM: From Identification to Closed Business](https://reader031.fdocuments.in/reader031/viewer/2022030315/5881dc471a28ab331a8b79a9/html5/thumbnails/20.jpg)
20
Insights
Accounts & Buyers
Financial Insights• Financial Reports• Growth• Revenue Targets• Competition
Goals• Next quarter/year• Expansion: new product offerings
Business Relationships• Common Partners/Competitors• Customers• Influencers
Personal Insights• Behavioral Signals• Conference attendance, blog/social
presence, presentations, patents…
![Page 21: End to-End ABM: From Identification to Closed Business](https://reader031.fdocuments.in/reader031/viewer/2022030315/5881dc471a28ab331a8b79a9/html5/thumbnails/21.jpg)
21
Measuring Success
CAMPAIGN PERFORMANCE
BUSINESS IMPACT
Click Through RatesImpressions/CPMs
Web TrafficUnique Visitors
ConversionsInquiries
MQLs
OpportunitiesPipeline
Close RatesACV
Funnel VelocityTarget Account Activity
LiftRetention & Upsell
VS
![Page 22: End to-End ABM: From Identification to Closed Business](https://reader031.fdocuments.in/reader031/viewer/2022030315/5881dc471a28ab331a8b79a9/html5/thumbnails/22.jpg)
22