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FiresideChatTheJourneytoAccount-BasedMarketingforB2BMarketers

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Moremarketersare

AWAREofABM

ofB2BcompaniesareawareofABM.1

75%

ofmarketerssaythatABMdelivershigherROIthananyothermarketingapproach. 2

84%1.DemandMetric“DefiningDigitalImpactintheB2BEnterprise”2.ITSMA

#C2C161.DemandMetric“Account-BasedMarketingAdoption”

Moremarketersare

USINGABM

ofB2BcompaniesemployingABMplantoincreasetheirABMeffortsoverthenext12months. 1

72%

ofB2BcompaniesemployingABMplantoinvestmoreintechnologyoverthenext12months. 1

61%

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More marketers are

having

SUCCESSwith ABM

ofB2BmarketersemployingABMstatedtheyarealignedwithsales.1

91%

ofB2BcompaniessaidAccount-BasedMarketinghasanimpactonmarketing’ssuccess. 2

96%1. SiriusDecisions’“2015StateofAccount-BasedMarketing”2. DemandMetric“Account-Based MarketingAdoption”

GettingStartedwithABM

Alignsalesandmarketing

Identifytargetaccounts

DevelopABMMarketingPlan

Measure

TARGETACCOUNTS

Positioning/Attribute Targeting▶ technology footprint

▶ competitive displacement▶ regulatory issues

Company Size or Industry Targeting▶ mid market vs. enterprise▶ FSI vs manufacturing vs.

healthcare

Sales Cycle Targeting▶ prospect vs. customer▶ pre-sales engagement vs.

pipeline push

ABMMATURITYMODELTIER

1TIER

2TIER

3

MEASUREMENT

Business Outcomes▶ ACV▶ close rate▶ retention/upsell

Campaign Performance▶ CTRs▶ Conversions▶ inquiries▶ MQLs

Revenue Performance▶ lift▶ pipeline▶ funnel velocity

MARKETINGPROGRAMS

Analog and DigitalFull Funnel▶ ads, website, MAS/CRM▶ corporate events▶ field activities

Bottom of the Funnel/Lead Generation▶ data append▶ forms autofill

Full Funnel Digital▶ ads/attraction▶ website engagement▶ MAS/CRM

TIER 1TIER 2

TIER 3

TIER 1TIER 2

TIER 3

TIER 1TIER 2

TIER 3

SALES & MARKETING ALIGNMENT

Metrics and Goals Alignment▶ shared across teams▶ connected to business impact

Operational Alignment▶ target account selection▶ planning and execution

cadence

Philosophical Alignment▶ shared belief in an account-

based approach▶ commitment to collaboration

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Let’sTalkAbouttheABMJourney

ChrisGolecCEODemandbase

SanderArtsVPofMarketingATMEL

JenGrayDirectorofMarketingExtole

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