Diablo

Lake Consulting

Account-Based Marketing
(ABM) Overview
 Agenda

1. ABM Essentials Overview

2. Target Account Identification
3. Campaigns
4. Measurement
5. Sales Collaboration
The Essentials

Coordinate and Collaborate

 Five Steps to ABM

1 2 3 4 5

Identify Profile Create Launch Measure &

Accounts Accounts Content Campaigns Analyze
IDENTIFY HIGH-VALUE ACCOUNTS
Account Identification Considerations

High Product Competitors’ Strategic

Yield Fit Customers Importance
 Account Identification Tools

Account Data: Account Scoring: Niche Solution:

Ex. Competitive Data:

etc. etc.
etc.
Building An Account Scoring Model

Scoring, especially with the help of predictive analytics,

can help determine which accounts meet your criteria
and then prioritize them.
 Account Selection

Top 20 Tier 1 Tier 2

Number of accounts 20 ~1,000 ~1,000
• Account score = 100 • Accounts from Sales to be
• Filtered out some added to this tier
Selection criteria • Sales leadership to provide
industries: e.g. Real • Each rep to pick 20 accounts
Estate, Non-profit, etc.

Use predictive account score and sales rep knowledge to select

accounts
• Tiers for target accounts
• Accounts will be locked for 6 months
 Account Profiling and Mapping

Build a plan to focus on the right part of the

organization:
Gather research:
Acme Industries
• Financial health In-depth Company Report
August 2015

• Business initiatives
• Personnel developments
• Technologies
• Org structure
• SWOT analysis
• Industry analysis
CREATE COMPELLING CONTENT
 Understanding the Buyer

Early Middle Late

Buying Stage
Pre-purchase Commit to Change Evaluation

Build awareness Help buyers find you Company-specific

address pain points when they are looking information to help
for solutions - evaluate and reaffirm
selection

Content Types Blog, ebook, research Buying guide, RFP Pricing, demos, services
data infographic, templates, ROI info, 3rd party reviews,
webinar, video calculator, analyst customer case studies
reports
Persona #1 – End User
Persona #2 - Influencer
 Map Content to Stages

End User
DEVELOP TARGETED &
PERSONALIZED CAMPAIGNS
Multi-Channel Approach

• Use the channels that work

for the objective
• Take a systematic approach
• Coordinate your story
across channels
• Work closely with Sales
 Campaign Flow

Decision maker:

Goal: Identify 1. Drive Awareness: LinkedIn, 2. Engage: Field Email Program 3. Connect: Follow-
Decision Maker Facebook Targeting, Website Events – Upcoming for Opt-ins up w/
Personalization calls

Influencers:

Goal: Identify 1. Drive Awareness: Targeted 2. Engage: Direct Ongoing Email 3. Connect: Follow-up w/
Influencers Display Mail Campaigns Campaigns those who
engage
ABM Tiered Program
 ABM Funnel Tactical Approach

Leverage different marketing tactics utilizing personalized, consistent messaging

Awareness

• Opt-in • Web personalization

• Paid programs • SDRs
TOFU • Social • Tradeshows
• Block parties • Low value direct mail/survey
Engaged

• Retargeting • Roadshows • Email

MOFU • Seminars/on-sites/lunch and learns
Sales Support: MSI
• Website personalization • Appt Setting

• Onsites • High Value Direct

• Field Events Mail
BOFU • Exec Outreach • Webinars

MQL
• SDRs
• Training
CAMPAIGNS
 Campaigns by Stage

Early Stage Mid Stage Late Stage

Web Live/Digital
ABM Direct Mail
Personalization Events
Engagement
Digital Web Activity
Events
Advertising Reporting
MEASUREMENT & METRICS
 Look at Metrics at Distinct Time Points

Example: Target Accounts

Goal = Create pipeline and revenue within target accounts
Metrics = early: engagement score, mid: number of meetings, late: pipeline and pipe coverage in TAs

Early Mid Late

•Lift in website traffic – target accounts • # of opportunities in
•Program success with a target account
1 visiting site 1 1 target accounts
•New names in target account (building
out white space)
•Call connects (target accounts) 2
• First Touch Ratio
2 2

•Target accounts visiting dedicated

account pages, converting
•# of meetings w/in target account 3
• Multi Touch Ratio
3 3

•Engagement score for set of programs •Marketing qualified leads (MQLs) in

per month target account 4 • Pipeline in target accounts
4 4