Workshop B2B Marketing Forum 2017: Account Based Marketing - Getting started!
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Transcript of Workshop B2B Marketing Forum 2017: Account Based Marketing - Getting started!
EXPERIENCES FROM VENDEMORES +150 FORTUNE 2000 CLIENTS AND HOW WE SET IT UP AT CLIMEONCARL BERGLUND - HEAD OF SALES (STEEL INDUSTRY) AT CLIMEONFORMER SALES DIRECTOR/GLOBAL ACCOUNT MANAGER AT VENDEMORE
ABM TO TURN CLIMATE CHANGE AROUND?
[email protected]@cberglundABM
ClimeonWorld leader in converting low temperature waste heat into electricity
ABM WORKSHOP
Goals:1. Determine if ABM is for you…or not2. If yes…where shall you start?
[email protected]@cberglundABM
Agenda
Part 1: Is ABM for you?
Part 2: When to use Account Based Marketing?
Part 3: How to get started?
Part 4: Account Based Marketing - Organization and management
Part 5: Messaging and content
Part 6: KPIs
Part 7: How to go from good to great in ABM?
[email protected]@cberglundABM
Challenge: How do you reach all the people that make or influence the decision?
How many people influence the decision? How many people know of you?
How many people have you met?
How many people know what you stand for? How many people believe you are the best?
How many people will favour you?
LACK OF ACCESS
[email protected]@cberglundABM
• 50+ stakeholders• 1,000,000 EURO +• Change process
• Few stakeholders• Many deals • Small deals
Is ABM for you?
[email protected]@cberglundABM
€
Clients
Potential revenue
Existing revenue
Similar clients
Top 25
Next 50
Next 100
Sales resources
ABM – Named accounts
B2B General marketing
Where to use Account Based Marketing?
[email protected]@cberglundABM
1. How many customers do you have in total?
2. How many of those customers represents 80% of the revenue?
Is ABM for you?
[email protected]@cberglundABM
1. How penetrated are your top accounts?
1. % of your products/services they have bought?
2. % of potential users?
3. % of all possible regions/countries
2. What would the difference be (in revenue) if the top accounts
went from buying 20% of our portfolio to 40% (per account)?
Is ABM for you?
[email protected]@cberglundABM
1. Strategic ABM
2. Industry Specific ABM
3. List Based Marketing
3 types of ABM
[email protected]@cberglundABM
Demand generation
Named accounts
2 1
Lead Nurturing
MQL/Signups
Demand generationNamed accounts
Sale/Land
3 4
Acceleration Contract
SQL/Accepted by sales
Pipeline acceleration
5
Exploitation
Sale/Expand
Cross selling&
Framework agreements
Defence
6
Lost
Renewals&
Competition
New Clients Existing Clients
When to use ABM?
[email protected]@cberglundABM
1. 1-2 top sales people: Who are they in your organization?
2. Which are the top 2-3 offerings that can drive a substantial revenue increase
with the 1-2 top sales people’s top customers?
3. What articles, videos, reference cases, white papers do you have that can help
drive awareness and trust around the additional offerings?
4. How would you blend Account Based…
1. Advertising (Vendemore or similar)
2. Targeted sponsored posts on LinkedIn and/or Twitter and/or Facebook
3. Letters, emails and InMails
How to get started with ABM?
[email protected]@cberglundABM
Agenda
Part 1: Is ABM for you?
Part 2: When to use Account Based Marketing?
Part 3: How to get started?
Part 4: Account Based Marketing - Organization and management
Part 5: Messaging and content
Part 6: KPIs
Part 7: How to go from good to great in ABM?
[email protected]@cberglundABM
But remember…
1. Start small2. Make sure to align with sales3. Improve, change and grow