ABM – Advanced Methods to

Target Revenue Generating

Accounts

August 21, 2013

Mike TelemVP of Business Development

& Co-founder

David MyersMarketing Campaign Strategist

Twitter

#AdvABM

Webinar Overview

1. How to identify target accounts

2. How to discover and map effective content

3. Results of 3 companies making ABM work for them

4. The latest trends in Account-Based Marketing

#AdvABM

What is Account-Based Marketing?

“Focusing marketing and sales on the

accounts most likely to generate

revenue or meet other strategic goals”

ABM allows marketers to scale growth

and revenue by generating marketing-

sourced deals.

#AdvABM

5 Steps to an ABM Strategy

#AdvABM

How to Identify Target Account

Identify Dream Prospects

•Talk to sales – What’s your sweet spot

•Avg. Deal size

•Avg. Sales cycle

Shared account attributes

•New/Existing (Advocacy, Proximity)

•Firmographics (Industry, Size, Revenue)

•Challenge / Solution

Identify key personas

•Roles

•Pain points

Establish account and persona types

#AdvABM

Discover & Map Effective Content

• Map assets and discover who consumes them

• Analyze target account behaviors

• Find content attracting accounts and personas

• Content automation

• A/B testing

• Auto-Tune

Use Cases

3 companies making ABM work for them

Use Cases

• Panaya

• Software vendor, ERP integration

• Enter new market & target named accounts & behavior

• Results: 113% content consumption; 200 organizations identified

within 1st month

#AdvABM

Use Cases

• Global Consumer Electronic Company

• Targeting new B2B market

• Targeted different persona, identify behavior and organizations

• Results: 270% increase in identified B2B accounts that turned

into opportunities

#AdvABM

Use Cases

• LiveU

• Live video coverage solutions

• Targeted stronger revenue accounts (Sports Broadcast), new

vertical & location based

• Result: Vertical match of 400 prospects; 9% CTR on location

campaigns

#AdvABM

Personalized and Effective

Messaging for Dream

Accounts

Effective Messaging Example

#AdvABM

Effective Messaging Example

#AdvABM

Effective Messaging Example

#AdvABM

Case Study: SAP & Oracle

#AdvABM

Case Study: SAP & Oracle

#AdvABM

Case Study: Oracle

#AdvABM

LiveU: Sports Industry Segmentation

#AdvABM

LiveU: Sports Industry Segmentation

#AdvABM

New Trends in ABM

• Companies extending reach to top funnel to engage

target accounts earlier in the sales process

• Increased focus on Persona-based Marketing to

engage key decision makers

• Leveraging existing accounts for advocacy

• Content Automation and Learning

#AdvABM

Next Steps

• Accelerate your path to an ABM strategy

• Speak to an ABM expert to start the process

• www.insightera.com/abm-expert

• Next week’s ABM webinar with Marketo

• See insightera.com / Sign up here

• Connect with us: @insightera, mike@insightera.com

• Questions?