The CMO Blueprint for Account-Based Marketing
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Transcript of The CMO Blueprint for Account-Based Marketing
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The CMO Blueprint forAccount-Based Marketing
Why B2B Marketers Needto Get Started with ABM
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B2B Marketers Work in Challenging Times
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More People Are Involved
%%3434of B2B buyers have increased the number of stakeholders involved
in the purchase process.Source: DemandGen
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More People are Involved.
More People are Involved.
of B2B buyers have increased the number of stakeholders involved in
the purchase process.
The More People Involved,
The Less Likely a Purchase
For any given sale, 7 – 20 people are involved in the decision. As the number of people
increases, the likelihood of purchase declines.Source: KnowledgeTree
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Buyers Do More Research,
9494%%of B2B buyers conduct
some form of online research before buying
a business product.Source: MarketingProfs
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Especially When Costs Are High
9090%%For more than
of B2B buyers, the amount of research done depends on price. As price increases, the
amount of research increases.Source: SalesForce
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Buyers Wait to Come Forward
5757%%Buyers don’t contact
suppliers directly until
of the purchase process is complete.
Source: Corporate Executive Board
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And This TrendWill Only Continue
8080%%By 2020,
of the buying process will occur without any
direct human-to-human interaction.
Source: Forrester
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Buyer ExpectationsHave Changed
B2B buyers expect the same range of omni-channel options they enjoy as consumers.
4949%%of B2B buyers prefer to use consumer websites to make
work-related purchases.
Source: The Future of Commerce
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#1
According to B2B marketers, generating
high-quality leads is the top challenge today.
Quality Leads Are Scarce
The #1Challenge.
Source: IDG Enterprises
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0.75%
Even Qualified Leads
Are Difficult to Close
0.75% of leads generated become closed revenue.
Source: Forrester
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When Times Are
What Do You Do?Challenging
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You Look for
Your ChallengesSolutions That Address
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Solutions LikeAccount-Based Marketing
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What IsAccount-Based Marketing?
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reliabletraditional reliabletraditional
The Account-Based Marketing approach practices
andB2B principles but targets
company accounts rather than individual sales leads.
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successful B2B marketingIt recognizes that
successful B2B marketingis about speaking to a collective business or department, not to
isolated individuals.
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marketingsales
Account-based marketingrequires a close collaboration
and alignment ofand marketingsales …
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to create highly engaging, personalized interactions
that today’s decision makershave come to expect.expect.expect.
…
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Account-based marketing is not a
‘one and done’‘one and done’campaign or tactic.
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It’s a business philosophy and strategy,
and it’s always turned onturned on
for an account.
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66 Foundational PillarsFoundational PillarsGet Started with the
Account-Based Marketing.of
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Flip the Funnel
11
Traditionally, prospects begin at the top of the buyer journey and move down to the bottom.
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Flip the Funnel
11
With account-based marketing, you flip the
funnel on its head.
IDENTIFY
EXPAND
ENGAGE
ADVOCATE
Source: © Account-Based Marketing For Dummies
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Identify the Best Fit Accounts
22
Find and engage the right companies so that resources aren’t used on prospects that will not become customers.
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Expand Contacts Within an Account
33
Build relationships with multiple people within an
account. Remember, business decisions are made by more
than one person.
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Engage Accounts on Their Terms
44
Engage contacts on the channels where
they’re most active with the messages and content they want.
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Create Customer Advocates
55
Leverage customer relationships to create brand champions and authentic advocates.
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MeasureSuccess
66
With account-based marketing, measurement focuses on
performance indicators that evaluate success at the account level.
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Transform Your Business withAccount-Based MarketingAccount-Based Marketing
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of marketers say account-based marketing has higher ROI than
other marketing activities.
97%97%
Source: Marketo
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of marketers say account-based marketing provides significant benefits
to retain and expand client relationships.
85%85%
Source: Alterra Group
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of B2B marketers say account-based marketing is either very or
extremely important…
90%90%But while
Source: SiriusDecisions
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of practitioners have implementedAccount-Based Marketing strategies.
20%20%Less than
Source: SiriusDecisions
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Launch and AccelerateAccount-Based MarketingAccount-Based Marketing
with These Tools
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Get the Book that ExplainsAccount-Based MarketingAccount-Based Marketing
Step-by-Step
It’s the first-ever ABM book. It’s for beginners, experts
and everyone in-between.
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Click here tolearn more.
Get the Book that ExplainsAccount-Based MarketingAccount-Based Marketing
Step-by-Step
It’s the first-ever ABM book. It’s for beginners, experts
and everyone in-between.
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Evaluate Your Existing
Account-Based MarketingAccount-Based MarketingTech Eco-System for
Determine which resources to buy,
replace or repurpose to create a best-in-
class ABM stack.
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Evaluate Your Existing
Account-Based MarketingAccount-Based MarketingTech Eco-System for
Determine which resources to buy,
replace or repurpose to create a best-in-
class ABM stack.
Click here tolearn more.
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Build Your CompleteAccount-Based MarketingAccount-Based Marketing
Technology Solution
Align technology to the core
components of your ABM strategy.
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Build Your CompleteAccount-Based MarketingAccount-Based Marketing
Technology Solution
Align technology to the core
components of your ABM strategy.
Click here tofind out how.
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Get to KnowSangram Vajre
Get to Know Sangram VajreSangram Vajre has quickly built a
reputation as a leading mind in B2B marketing. Before co-founding
Terminus, a SaaS platform for account-based marketing, Sangram led the
marketing team at Pardot through its acquisition by ExactTarget and then
Salesforce. He’s the author of Account-Based Marketing For Dummies and is the mastermind behind #FlipMyFunnel.
Click here to follow Sangram on Twitter.