As a marketer you know not all leads are the same. With the dollars you have to spend, it is critical to attract and market to buyers that will be the best fit for your business and not waste money on accounts that have low return or ultimately churn. Account-based marketing is a useful strategy that will help you achieve the right business outcomes by targeting specific high-yield accounts. But how do you get started and what really matters?
Check out this slide deck to get insights into the essentials of account-based marketing.
8. ENT Account Scoring Model
Historical Data
- Win rate
- Deal Size
- Etc.
Firmographic Data
- Annual Revenue
- Employee Size
- Etc.
4K+ Signals
- Social Media Activity
- Funding
- Etc.
9. Account Selection Process
Top 20 Tier 1 Tier 2
Number of accounts 20 ~1,000 ~1,000
Selection criteria • Sales leadership to provide
• Account score = 100
• Filtered out some
industries: e.g. Real
Estate, Non-profit, etc.
• Accounts from Sales to be
added to this tier
• Each rep to pick 20 accounts
Use predictive account score AND
rep knowledge to select accounts
• Tiers for target accounts
• Accounts will be locked for 6
months
11. Page 11 #MKTGNATION
Account Profiling and Mapping
Build a plan to focus on the right part of the organization:
Gather research:
• Financial health
• Business initiatives
• Personnel developments
• Technologies
• Org structure
• SWOT analysis
• Industry analysis
Acme Industries
In-depth Company Report
August 2015
14. Know your Buyer: What and When
Buying Stage Early
Pre-purchase
Middle
Commit to Change
Late
Evaluation
Build awareness address
pain points
Help buyers find you when
they are looking for
solutions -
Company-specific
information to help
evaluate and reaffirm
selection
Content Types Blog, ebook, research data
infographic, webinar, video
Buying guide, RFP
templates, ROI calculator,
analyst reports
Pricing, demos, services
info, 3rd party reviews,
customer case studies
Persona #1 – End User
Persona #2 - Influencer
17. Page 17 #MKTGNATION
Multi-Channel Approach
• Use the channels that work for the objective
• Take a systematic approach
• Coordinate your story across channels
• Work closely with Sales
18. Page 18 #MKTGNATION
Campaign Flow Example
Goal: Identify
Decision Maker
Email Program
for Opt-ins
3. Connect: Follow-
up w/
calls
1. Drive Awareness: LinkedIn,
Facebook Targeting, Website
Personalization
2. Engage: Field
Events – Upcoming
Goal: Identify
Influencers
Ongoing Email
Campaigns
3. Connect: Follow-up w/
those who
engage
1. Drive Awareness: Targeted
Display
2. Engage: Direct
Mail Campaigns
Decision maker:
Influencers:
22. Page 22 #MKTGNATION
Visitors from UPS Visitors from Barclays
Using Web Personalization - increased opportunity stream from key accounts
1. Web Personalization
23. These Ads drove 2x more lead conversions
117% increase yr./yr. in qualified leads
2. Digital Advertising
25. Page 25 #MKTGNATION
ABM Direct Mail
Direct Mail program for Higher
Education target accounts to
drive pipeline
• 95 recipients (multiple
recipients at institutions – 33
unique accounts)
• 76% successfully delivered
• 4 meetings
• 3 ENT opps created
26. • Goal: Drive Target Account attendance
• Metrics: C- level attendance, 4 ENT opps, 10x
pipeline, Target account reg (50%)
• Timing: month one, three months out, 1 year
• Questions:
• What percentage of target accounts did
sales drive?
• Did we create C-level engagement?
• Did we get meetings in our key
accounts?
• How did the program do overall?
Engagement Marketing Luncheons
29. Customized, automated weekly report
sent to reps on target account activity
Tracking:
• Number of unique visits
• Pages visited
• Other engagement metrics
ABM Web Activity Report
31. Example: Target Accounts
Goal = Create pipeline and revenue within target accounts
Metrics = early: engagement score, mid: number of meetings, late: pipeline and pipe coverage in TAs
1
• Lift in website traffic – target
accounts visiting site
2
• New names in target account
(building out white space)
3
• Target accounts visiting dedicated
account pages, converting
4
• Engagement score for set of
programs per month
1
• Program success with a target
account
2
• Call connects (target accounts)
3
• # of meetings w/in target account
4
• Marketing qualified leads (MQLs) in
target account
1
• # of opportunities in target accounts
2
• First Touch Ratio
3
• Multi Touch Ratio
4
• Pipeline in target accounts
Early Mid Late
Look at Metrics at Distinct Time Points
38. Page 38 #MKTGNATION
Contoso Bank
Globex Corporation
Hooli
Initiech
ACME Corp
ACME Health
ACME Energy
MKTO Systems
SES Exports
Identify Target Accounts from CRM
47. Page 47 #MKTGNATION
Lead-to-Account Matching - Automatic
C1
C2
C3
L1
1:NNamed
Account
L2
CRM Contact
CRM Contact
CRM Contact
Lead Form Fill Out or Lead
Import or Lead created via
API
CRM Lead
• Lead-to-Account Match is determined
by following attributes:
• Domain Name (Via email address)
• IP Address
• Inferred Information
• Marketo Company Name
• CRM Account Name
• Strong matches are automatically
shown under ‘People’.
• Weak matches are placed under the
‘Potential People’
49. Page 49 #MKTGNATION
Cross-Channel Engagement
Account-level Campaigns
New ABM Filters and Triggers
Close Integration with Web
Personalization (aka RTP)
53. Page 53 #MKTGNATION
Account-level Web Campaign
Automatic Sync of Account
Lists from ABM to Web
Personalization (aka RTP)
Account list import not
allowed in Web
Personalization for
customers using new ABM
product
60. Page 60 #MKTGNATION
Opportunities Potential People 4Dashboard
Opportunity Name Amount Contact Account OwnerExpected Revenue
Stop
Acme-Renewal-2016
Stage
Negotiation $410,300 $300,000 Joy Luck Gavin Bates
Expected Close Date
Oct 9, 2016
Acme-New-Product Cross-sell $229,100 $205,000 Katie Stokes Beatrice Santos August 9, 2016
Acme-Infrastructure Negotiation $110,200 $101,000 Justin Tran Leona Knight Sept 10, 2016
Acme-Increase-Seats Upsell $102,100 $96,000 Norman Paul Ian Davis August 3, 2016
Acme-Consulting Upsell $95,000 $91,000 Sophia Summers Elijah Abbott October 5, 2016
Acme-Upgrade-Package Upsell $87,000 $70,000 Zachary Kelly Stanley Patton November 3, 2016
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Acme Corp
Marketo Account Based Marketing Joe
6
Named Account Actions
Account Team 5
Account-Level Opportunities