*clink!*

Despite the hype, account-based marketing is really nothing new.

CLASSIC CONTEMPORARY

SPAM

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THE FUTURE

In fact, it’s the oldest sales methodology out there: relationship selling.

Back in the day, deals closed over a three-martini lunch.

The way of tomorrow is a personalized touch on any and all marketing and

sales communications, from user-specific videos to custom content.

Now, a blizzard of emails hits the inbox of every Tom, Dick and

Harriet on the daily.

Predictive marketing helps discern characteristics of your optimal accounts (Ideal Customer Profile) and is the critical first step in building pipeline. Spend less time guessing and more time closing.

Market PlanningDefine Ideal Customer Profile (ICP)

and Buyer Personas (IBP)

It’s a Match: Combining classic rapport building (schmoozing) with today's

sophisticated account-based marketing technologies

What’s changed? The sheer amount of channels and tactics out there!

Selina Kyle, CEO of Catcore Industries

So, the savvy marketer should take the old methods and pair them with cutting-edge technology to reach the right people at the right time.

What is ABM anyway?

Account-based marketing: a strategic approach that coordinates personalized marketing and sales efforts to open doors and deepen engagement at specific accounts.- Jon Miller, Engagio CEO and Founder

@jonmiller • linkedin.com/in/jonmiller2 • jon@engagio.com

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@ericspett • www.linkedin.com/in/ericspett

People like to engage on their terms, using mobile, social, display, and video, and not on your terms, like calling and emails between 9AM and 5PM." - Eric Spett, CEO of Terminus“

With the flood of technologies and methodologies out there, marketing & sales alike need a proven

roadmap for success with ABM.

INTRODUCING THE

Certified Account-Based Marketing Stack

Sales intelligence and lead generation software that uncovers the best leads inside and outside your CRM. Score leads and find new prospects based on industry-leading business, tech and social data signals.

ABM DatabaseCreate and maintain database of

target accounts and contacts

Account PlanningGather account/contact insights that

will inform campaigns

Gather thy data. Manage, track, and measure the effectiveness of target account efforts across leads and accounts/opportunities.

Campaign PlanningDetermine ABM campaign based on

account’s current situation

With ABM, the focus shifts from mass marketing to engagement. And that engagement must be tracked. Marketo is the only platform unifying all digital channels.

OffersDevelop high value offers (e.g.

events, content) to support ABM

Detailed, up-to-the-minute market intelligence to retain and grow your footprint with customers.

DIRECT MAIL - This old school method has become a new way to stand out in the sea of sameTRADE SHOWS - Offer special promotions for a booth visit, badge scans, etc.WEBINARS - Downloadable assets are a still must & special offers for attendees offer much mileage

Offer ExecutionDistribute offers across multiple,

well-coordinated channels

Stop guessing where your advertising dollars are being spent. With Terminus, you know that your ads will always reach your ideal customer profile on the channels they use the most.

Integrated email and phone to track all communication activities in one platform, and use engagement to trigger your SDR's next activity.

Lead Qualification Sales development follows-up on

leads to set appointments for sales

Sales QualificationSales holds initial call

with prospect to determine opportunity

Makes sure the prospect has the correct institutional penetration and hasn't already been targeted for other efforts.

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ABM DATABASE

ACCOUNT PLANNING

CAMPAIGN PLANNING

OFFERS

OFFER EXECUTION

LEAD QUALIFICATION SALES QUALIFICATION&

SALES CYCLE

LinkedIn’s mission is simple: To connect the world's professionals to make them more productive and successful.

Sales CycleSales works opportunities while marketing provides

campaign support

The analytics tool that measures the success of all these items. It also helps fill out the all-important ICP by being the bridge between lead-centric marketing automation

platforms (like Marketo) and account-centric/outbound marketing capabilities.

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One of the most important things to remember when thinking about account-based marketing is quality over quantity. - Sangram Vajre, Co-Founder and CMO at Terminus

BUT... IT’S NOT ALL ABOUT TECHWhile technology might be easy to buy,

it certainly isn't easy to manage. The key trifecta of this story is

People, Process, AND Technology.

Using the right tools, creating appropriate content, and working with the right people will not only help

generate new revenue, but also retain current clients. And that's a good thing—it costs 6-7 times more to

acquire a new customer than retain an existing one.

To learn more about LeadMD services, visit LeadMD.com

To check out more best practices, visit LeadMD.com/marketplace

What do you use as an END-TO-END tool throughout the entire process?

@sangramvajre • www.linkedin.com/in/sangramvajre

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Creating a scalable technology stack with the right tools to align your teams and communicate more efficiently with your clients will only secure a better

client-to-vendor relationship.

CREATE BETTER ENGAGEMENT

BETTER RELATIONSHIPS = MORE REVENUE