How to Find Common Ground: Account-Based Marketing (ABM) for Team Alignment
- 5. 5 Key Takeaways • Identifying Ideal Client Profiles (ICPs) • Developing strategy & KPI alignment • Optimizing ABM tools • Fostering collaboration and growth The HOW of implementing ABM is often the challenge in business today – from change management to implementing the right tech tools and automation, it can be a whirlwind. This session provides actionable insights for your teams to align for real revenue impact. W H AT W E H O P E YO U L E AR N
- 6. 6 Hopefully no more feeling like Sandra Bullock in Bird Box
- 8. D e f i n e d a s … Account-based marketing (ABM) is a business marketing strategy that concentrates resources on a set of target accounts within a market. It uses personalized campaigns designed to engage each account, basing the marketing message on the specific attributes and needs of the account. ABM strategies also take a more holistic view of marketing, beyond just lead generation. Marketing to existing customer accounts to encourage upselling and cross-selling is one of the keys to getting the most value from your largest accounts. That’s why 92% of companies with mature ABM programs report it drives more ROI than any other marketing tactic. A d d i t i o n a l l y …
- 9. A M E A S U R I N G S U C C E S S & O P T I M I Z I N G 9 KPI 01 Easier to measure More valuable metric Efficiency • Cost per MQL • Cost per sales- qualified leads • Cost per pipeline opportunity • Cost per closed deal Effectiveness • Inquiry-to-MQL rate • MQL-to-SRL rate • SRL-to-opportunity rate • Opportunity-to-win rate Value • Total dollar value of MQLs in pipeline • Value of opportunities Velocity • Sales cycle time • Time-to-MQL • Time-to-SQL • Time-to-opportunity • Time-to-close Volume • # of contacts in the prospect database • # of inquires • # qualified leads (MQLs) • # sales-ready leads (SRLs) • # opportunities
- 11. 3 Types of Account Based Marketing ONE TO ONE ACCOUNTS ONE TO MANY ACCOUNTS ONE TO FEW ACCOUNTS STRATEGIC ABM ABM LITE PROGRAMMATIC ABM
- 12. 3 Types of Account Based Marketing Strategic ABM: High-touch, personalized approach targeting a select number of high-value accounts. Objectives: • Deep relationship building • Driving long-term revenue growth from key accounts. ABM Lite: Targeted approach focusing on specific segments of accounts with simplified tactics. Objectives: • Lead generation pipeline acceleration • Revenue growth from specific segments. Programmatic ABM: Automated approach utilizing technology to reach a large number of accounts. Objectives: • Increasing brand awareness • Expanding reach Generating leads at scale.
- 13. 13 Benefits of ABM W hy A BM ? • Highly Focused Sales and Marketing Teams • Smoother transition from MQL to closed-won • Sales and Marketing alignment • Reduce friction • Reign in resources • Shorter sales cycles • Clearer ROI reduction in time to opportunity after implementing ABM 30% increase in revenue generation by reducing the “opportunity to close” 8-10% Report from Cyance
- 14. A C O M M O N A B M C O M M U N I C AT I O N C H A N N E L S 14 Email Campaigns Paid Advertising Web Personalization Direct Mail Webinars Events
- 16. A B U Y I N G C O M M I T T E E & C H A M P I O N S 16 CEO CMO VP of Sales Sales lead Consultant Advisor Procurement Legal CFO Your Value Prop
- 17. How to use ABM 17
- 19. A M O R E O F T H I S … . 19 Responding to inbound and initiating outbound sales calls Closing new deals Renewing contracts and upselling customers Networking and representing the brand publicly Giving presentations and demos Sales Developing marketing strategies and branded content Generating quality leads Managing multi-channel marketing programs Creating sales funnel automation Measuring, analyzing and reporting on results Marketing Nurturing and qualifying leads Building customer loyalty Defining customer and buyer personas Designing the sales funnel and customer journey Presenting sales and marketing offers Where the magic happens
- 20. A S T E P S T O I M P L E M E N T A B M 20 Step 1 Define your Ideal Customer Profile (ICP) Step 2 Identify your high-value target accounts that match your ICP Step 3 Gather Account Intelligence Step 4 Create, Promote Content, Nurture Step 5 Analyze the Impact
- 21. A S T E P 1 : D E F I N E YO U R I C P 21 • What is their industry? • What is the size of their company? • What is their annual revenue? • Where are they located? • What are their pain points and Challenges? Who are they? • What specific problems or challenges does your product or service solve for them? • What are their goals and objectives? • How do they make purchasing decisions? What do they need? • What marketing channels to they frequent? • Which social platforms do they use? • What events or conferences do they attend? • Who influences their decisions? Where can you find them?
- 22. A S T E P 2 : I D E N T I F Y YO U R H I G H VA L U E A C C O U N T S 22 Identify the companies or accounts that fit your ideal customer profile criteria. Identify Prioritize target accounts based on factors like revenue potential, fit with your solution and strategic importance. Prioritize
- 23. A Document your findings in your playbook to begin planning your content and paid strategies Document S T E P 3 : G AT H E R A C C O U N T I N T E L L I G E N C E 23 Use intelligence in your CRM to identify buying intent signals and about customers who’ve converted CRM Talk to Sales and Customer Success teams about prospects and customers, and interview or survey customers directly. Collaborate
- 24. A B U Y I N G I N T E N T S I G N A L S 24 • Insights from BDR teams • C-Level reports Discussions with champions RFIs & RFPs • Social Media Listening Partnership • Surveys Industry News Reviews Market Intelligence • Website Visitors • Interactive Demo • Past prospect in CRM • Product Analytics • Sales navigator lists • First-Party CRM data • Third-Party Intent Data Tech Insights • Frequent openers of your newsletters • Content sharers • Comments on your social posts • Content feedback • Subscribers • Downloads • Answers to polls social live questions case study engagement Reoccurring content consumption • Events Partnership • Frequent Webinar • Participants • Top Active Members Activities and Events
- 25. A 25 Make sure to allow your campaigns sufficient time to nurture and influence the various decision-makers. Ending them too soon can negatively affect not only the campaign itself but also the sales team it is supporting. Nurture S T E P 4 : C R E AT E , P RO M O T E , N U R T U R E 25 The foundation of ABM is personalized content and experiences. When creating content, you’re doing more than using their name or referring to mutual partners or past transactions. You’re taking their data and your understanding of their problem and how they’ve tried to solve it and combined it with your segmentation to create a custom experience Create Segment all contacts into clusters based on their preferred topics, buying stage, or any other shared characteristics. This helps you organize relevant content to send to each segment. Promote
- 26. A S T E P 5 : A N A LY Z E I M PA C T 26 Monitor interactions with content, website, and emails. Analyze content consumption and event participation. Track Engagement Metrics 1 Assess target accounts moving into the sales pipeline. Evaluate deal size, velocity, and closed-won revenue. Measure Pipeline and Revenue Impact 2 Determine reach and engagement of target accounts. Measure influence across multiple stakeholders. Evaluate Account Penetration 3 Compare revenue generated to campaign costs. Analyze cost per engaged or converted account. Calculate ROI & Cost Efficiency 4 Implement multi-touch attribution to understand touchpoint impact. Analyze first and last interactions contributing to conversions. Use Attribution Models 5
- 27. Why ABM Team’s Fail 27
- 28. 28 Why ABM Campaigns Fail? Lack of alignment between sales and marketing teams Lack of common KPIs for determining a campaigns performance Little to no campaign personalization Lack of top-down support and consistency Deploying every marketing trick in the bag Giving up too early Not leveraging the right tools
- 30. A A C C O U N T - B A S E D M A R K E T I N G T E C H S TA C K E X A M P L E 30 Marketing & sales intelligence Digital advertising All-Around Account - Based Marketing Platforms CRM Reporting/Attribution Events Conversional ABM Marketing automation Web experience/ personalization Giving (Physical/Virtual) Social Content/ Sales enablement ABM Engine
- 31. A B M Re s o u r c e D o w n l o a d 31