love your pipeline 2016
TRANSCRIPT
The Account Is Everything October 2016
Difficult to identify, reach and engage prospects, let alone convert them
CHALLENGES, CHALLENGES
ACCOUNT BASED MARKETING BEST PRACTICES
IDENTIFY CREATE ENGAGE MEASURE
your accounts and the
topics that interest them
content and messaging
using relevant topics
target accounts
with content
and display
effectiveness with
real-time attribution
REACHING THE ACCOUNTS AND DECISION MAKERS
ACCOUNTSENGAGELead GenerationDisplay Advertising Media Execution
LEADS
Buying Committee Larger and More Diverse
• More than 5.4 Individuals • Range of Titles / Functions• Millennials Active in Research
Phase• Many Departments Involved
Activating multiple data sources...
…across many channels
USE THE MEASUREMENTS THAT MATTER
CLICKS
SALES
SALES OPPORTUNITIES
WEBSITE VISITORS
DATA TARGETING VERIFICATION
VALUE
ATTRIBUTION
Problems: Bad clicks, fraud, etc.
What target accounts did you reach?
Which accounts are most engaged?
Which accounts generate opportunities and revenue?
NOT ONLY WILL YOU LOVE YOUR PIPELINE…
…YOUR BOSS WILL LOVE YOU!