account based marketing · why is account based marketing so popular now? •its not passive •it...

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Account Based MarketingDriving Adoption and Increasing Upsell in

Your Customer Base

Mike Manheimer

Gainsight

Phil Hollrah

Demandbase

Sydney Strader

Influtive


What is Account Based Marketing

Account Based Marketing is a strategic

approach that coordinates personalized

marketing and sales efforts to open doors

and deepen engagement at specific

accounts.


What is Account Based Marketing

Customer Success is a strategic

approach that coordinates personalized

outreach and relationship building efforts

to open doors and deepen engagement at

specific accounts.


Why is Account Based Marketing so popular now?

• Its not passive

• It forces you to look upmarket

• Alignment is foundational

• It compliments subscription models

“I see ABM as a response to

inbound marketing. Inbound

is great, but you don’t have

control over quantity and quality. You also can’t afford

to wait until those named

account targets happen to

find your content and

download something.”

Matt Heinz

President of Heinz Marketing


ABM starts with your ideal customer profile

Start with Success Potential

“The seeds of churn

are planted early”

Lincoln Murphy

Sixteen Ventures

• Technical Fit – Do they have the

required Technology to be successful?

• Functional Fit – Do you have the

functionality they require to be successful?

• Experience Fit – Do they have the

experience internally to be successful in

their relationship with you?

• Support Fit – Can you support them in a

way that’s appropriate for them?

Source: Sixteen Ventures- Lincoln Murphy – Ideal Customer Profile


S U P P O R T

A D O P T R E N E WE X P A N D

$ $ $

S AL E S

$

Account Based Marketing isn’t just about marketing

ABM

ABMDemand

Gen

CSM

With a focus on larger accounts, the biggest

opportunity in ABM is Land and Expand.


Account Based Marketing

to Customers

PHIL HOLLRAH

Demandbase


Demandbase focus with ABM

Focuses on

best opportunities

Delivers customer-

centric experience

Supports

sales reality

Connects marketing

to revenue


ABM Segmentation

Messaging needs:

• Category/company

• Value proposition

• Customer success

Messaging needs:

• Enablement/how to sell

• New connectors

Messaging needs:

• New features

• Training/support

• Customer success

Prospect

Customer

Partner


Why Upsell Matters

Tenure is longer at accounts with multiple products

1 2 3 4 5 6+

Average Tenure (Years) 1.72 2.20 2.15 3.36 4.18 4.95

0.00

1.00

2.00

3.00

4.00

5.00

6.00

Ave

rag

e P

rod

uct

Co

un

t

Tenure (Years)


Customer Segmentation

Customer Situation Product Mix

Retenti

on

Churn

ed

Upsell

Product B

Product C

Product A


Customer Segmentation – Upsell

Customer Situation Product Mix

Retenti

on

Churn

ed

Upsell

Product B

Product C

Product A


Integrated Campaign – Web Analytics

Account-Based AdvertisingAccount-Based Advertising Segmented Emails


Integrated Campaign – Web Analytics

Account-Based Advertising

Webinar

Personalized Webpage


Results

Web Analytics upsell campaign

176 65 27

customers targeted opportunities closed/won


Account Based Marketing

and Advocacy

Sydney Strader

Influtive


2. When To Use Your Advocates

3. How To Use Your Advocates

4. Understanding Your Priorities

1. Quick About Me

Agenda


SYDNEY STRADER

Manage A Team Of 10

Rockstar Advocacy Coaches


MYTH

1. When To Use Your Advocates

FACT


REFERRALS, REFERRALS, REFERRALS!

2. How To Use Your Advocates

4x -10x MORE VALUABLE

SHORTER SALES CYCLE

&

INCREASED WIN RATES

LARGER ORDER SIZES


Priorities to help channel your advocates

3. Understanding Your Priorities

New Accounts Existing Accounts Industry Segments


Q & A


Audience Questions


THANK YOU

account based marketing · why is account based marketing so popular now? •its not passive •it...

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