Growth hacking 2014 - Account Based Marketing
-
Upload
mike-telem -
Category
Marketing
-
view
171 -
download
0
description
Transcript of Growth hacking 2014 - Account Based Marketing
![Page 1: Growth hacking 2014 - Account Based Marketing](https://reader033.fdocuments.us/reader033/viewer/2022060202/559bdb7d1a28ab32158b46ad/html5/thumbnails/1.jpg)
Growth Hacking in B2B:
Account-Based Marketing
Mike TelemVP Product Marketing, Marketo
Former Co-Founder, Insightera
![Page 2: Growth hacking 2014 - Account Based Marketing](https://reader033.fdocuments.us/reader033/viewer/2022060202/559bdb7d1a28ab32158b46ad/html5/thumbnails/2.jpg)
Overview
• What is Account-Based Marketing
• The typical use case
• A nice story of a small startup…
![Page 3: Growth hacking 2014 - Account Based Marketing](https://reader033.fdocuments.us/reader033/viewer/2022060202/559bdb7d1a28ab32158b46ad/html5/thumbnails/3.jpg)
Should you engage them all…?
![Page 4: Growth hacking 2014 - Account Based Marketing](https://reader033.fdocuments.us/reader033/viewer/2022060202/559bdb7d1a28ab32158b46ad/html5/thumbnails/4.jpg)
Account-Based Marketing
“Focusing your efforts the accounts most
likely to generate revenue.”
Target prospects based on Industry, Revenue and Named Accounts
![Page 5: Growth hacking 2014 - Account Based Marketing](https://reader033.fdocuments.us/reader033/viewer/2022060202/559bdb7d1a28ab32158b46ad/html5/thumbnails/5.jpg)
ABM – Find your Sweet Spot
Financial Telecom Healthcare Your Customized
Named Account List
• Mid-West Target Accounts
• Top 50 Retail Accounts
• Key Enterprise Accounts
• Using Specific Technologies
• Using Competitor’s Products
![Page 6: Growth hacking 2014 - Account Based Marketing](https://reader033.fdocuments.us/reader033/viewer/2022060202/559bdb7d1a28ab32158b46ad/html5/thumbnails/6.jpg)
Medium-sized SW Company Case Study
1,000+ key targeted accounts identified each month
10,000+ impressions on personalized content in last 3 months
Improved sales and marketing alignment around target
accounts
Average time on site up 103% for those who engaged with
personalized campaigns
Personalized campaigns generate up to 33% engagements
![Page 7: Growth hacking 2014 - Account Based Marketing](https://reader033.fdocuments.us/reader033/viewer/2022060202/559bdb7d1a28ab32158b46ad/html5/thumbnails/7.jpg)
ABM for an Early-Stage Startup?!
![Page 8: Growth hacking 2014 - Account Based Marketing](https://reader033.fdocuments.us/reader033/viewer/2022060202/559bdb7d1a28ab32158b46ad/html5/thumbnails/8.jpg)
Story of an Early-Stage Startup
![Page 9: Growth hacking 2014 - Account Based Marketing](https://reader033.fdocuments.us/reader033/viewer/2022060202/559bdb7d1a28ab32158b46ad/html5/thumbnails/9.jpg)
Its hard to move the needle with little resources…
![Page 10: Growth hacking 2014 - Account Based Marketing](https://reader033.fdocuments.us/reader033/viewer/2022060202/559bdb7d1a28ab32158b46ad/html5/thumbnails/10.jpg)
We all want those big LOGOS
![Page 11: Growth hacking 2014 - Account Based Marketing](https://reader033.fdocuments.us/reader033/viewer/2022060202/559bdb7d1a28ab32158b46ad/html5/thumbnails/11.jpg)
Yeah, right…
![Page 12: Growth hacking 2014 - Account Based Marketing](https://reader033.fdocuments.us/reader033/viewer/2022060202/559bdb7d1a28ab32158b46ad/html5/thumbnails/12.jpg)
Story of an Early-Stage Startup
• Insightera – Real-time Targeting and Personalization
• Raised $1.5M in 2012
• 2012: 30+ customers, small team
• Challenges:
• Few resources
• Uneducated Market
• Awareness and demand Gen
• Logos, references
• Pricing model
• Scale / replication
![Page 13: Growth hacking 2014 - Account Based Marketing](https://reader033.fdocuments.us/reader033/viewer/2022060202/559bdb7d1a28ab32158b46ad/html5/thumbnails/13.jpg)
ABM Results
Targets Key Efforts Results
Partner
customers
(Named
accounts)
• Focused lead sourcing
• Unified sales pitch
• Targeted marketing (events,
webinars, content)• Focused Dev efforts
Less objections
More wins – Key logos
Awareness in market
Network effect
Credibility
Competitor’s
prospects
• Targeted content, SEO and
PPC
• Site personalization• “VIP” sales effort
No education required
Bigger accounts
Quicker cycles
Higher prices
Confidence
![Page 14: Growth hacking 2014 - Account Based Marketing](https://reader033.fdocuments.us/reader033/viewer/2022060202/559bdb7d1a28ab32158b46ad/html5/thumbnails/14.jpg)
ABM Flow
MGMT
MKTG
SALESDEV
Analysis
![Page 15: Growth hacking 2014 - Account Based Marketing](https://reader033.fdocuments.us/reader033/viewer/2022060202/559bdb7d1a28ab32158b46ad/html5/thumbnails/15.jpg)
So what is Account-Based Marketing?
In a word…. its
“focus”
![Page 16: Growth hacking 2014 - Account Based Marketing](https://reader033.fdocuments.us/reader033/viewer/2022060202/559bdb7d1a28ab32158b46ad/html5/thumbnails/16.jpg)
Key Takeaways
ABM = Focus = Better Resource Utilization >> Results
• Identify your target accounts
• Engage them in every channel
• Analyze results
• Optimize engagements