account based marketing, your road to success
TRANSCRIPT
Account Based Marketing
Your Road To Success
Siska Bossuyt
June 2015
MISSION
Enable organisations to understand the voice of the customer, creating a
unique customer experience, so that customers become loyal instead of
indifferent.
Siska Bossuyt
18 years in CRM business
Several Enterprise Sales & Marketing Functions
Founder of Jezzup
Passionate about building a customer-centric organisation
Always on discovery tour, looking for inspiration …
Reality Check
The role of Sales is changing
The Old Buyer
I don’t know your company
I don’t know your customers
I don’t know your products
I don’t know your service record
I don’t know your execs
I don’t know your financial stability
Now, what did you want to sell me?
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The New Buyer
• My team and I have decided to invest in solving a
problem
• I’ve checked out your company’s reputation
• I’ve checked out your product’s reputation
• I’ve checked out your competitors
You’re on my short list;
give me your best deal
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What analysts say ….
© 2
01
5 C
op
yrig
ht
Dem
and
bas
e, I
nc.
.
By 2020, 85% of all interactions will be automated …
The digital salesperson is born !
Marketing & Sales are not aligned
Marketing Sales
Opportunities
Buyers/Influencers
Quality
Accounts
Leads
Personas
Quantity
Individuals
Marketing
“We delivered 1,456 MQL’s
this quarter.
+27% above goal !!”
Sales
“Marketing isn’t supporting
us”
Leads aren’t valued …
50%
of marketing generated leads
are never followed up
by sales
The Buyer Journey has changed,
but marketing spend remains the same
© 2015 Copyright Demandbase, Inc. .
MARKETING
There are 40%
more stakeholders
than 4 years ago
How to reach all the people
that make or influence the decision ?
© Vendemore
How to maintain the clients interest ?
© Vendemore
Traditional methods aren’t driving results
We need to take marketing one step further
Focus your marketing efforts
on those accounts most likely to generate revenue
Account Based Marketing
Only if …
Sales & Marketing are
rowing together
In the same direction
For the same goal
4 steps
Identify your top accounts
WHO
Create valuable content
WHAT
Use targeted distribution
platform
WHERE
Measure your efforts on
accounts
Siska Bossuyt
Managing Partner
JEZZUP
@MeetJezzup @SiskaBossuyt
“Be everywhere,
Do everything,
and never fail to astonish
the customer”