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© 2016 Integrate, Inc. 1
Based on a Webinar by:
© 2016 Integrate, Inc. 2
Scott VaughanIntegrate
@ScottAVaughan
Matt HeinzHeinz Marketing @HeinzMarketing
Jason SeebaBloomReach
@jseeba
This ABM Thing,
What Is It Really?
© 2016 Integrate, Inc. 3
© 2016 Integrate, Inc. 4
Isn’t this just sales disguised?
ABM Defined
Account-Based Marketing / ay-bee-em• noun. A strategic approach to business
marketing in which an organization considers and communicates with specific businesses as markets of one.
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But How Do You
Get It Right?
© 2016 Integrate, Inc. 7
© 2016 Integrate, Inc. 8
Jason Seeba
Chief Marketing Technologist,
BloomReach
@jseeba
HERE’S HOW JASON DID IT
Step 1: Plan & Set Goals
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Step 2: Assign & Align Roles
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Step 3: Define Target Accounts
• For us = vertical,
website traffic, pages
indexed in Google,
and revenue
• Continually updated
data/target lists
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Step 4: Develop Personas
…because people
sign the checks
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Step 5: Map Your Universe
1. Accounts + names
2. Populating CRM
3. Updating with relevant
contacts/changes
4. Routing leads to
accounts
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Step 6: Create Content…
That Isn’t Ignored
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…Then Match that Content
to the Journey
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Step 7: Identify Tactics to
Engage Audiences
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BALANCE IS KEY
INBOUND OUTBOUND
Discover with Outbound
Engages target-account personas where they’re
having relevant conversations:
• IP-ad targeting and retargeting
• Third-party content marketing
• Trade shows
• Email (nurturing)
© 2016 Integrate, Inc. 18
To Named
Accounts
Only
Attract with Inbound
Inbound…it still matters –
helps inform you of what your
target accounts and personas
look like.
Website, blog & landing pages:
• Tracking
• Personalization
• Progressive profiling
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Step 8: Analyze Data…
That Matters
Key Focus:
Engagement by the
right people in
target accounts
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What to Analyze
Immediately
Engagement among
targeted
accounts/personas
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What to Analyze Long Term
Revenue
attribution in
MA/CRM
platforms
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But Before You
Get Started…
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Make Sure You
Have the Right
Tools
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ABM Tools that Help
Tool Role Key Players
MA/CRM The hubs of your ABM tech stack
PredictiveProvides info needed to devise
ABM tactics
Website PersonalizationTrack visitors, sources and actions
to deliver personalized experience
Data Management &
MeasurementEnsure usability of data collected
from ABM programs
IP Targeted AdvertisingEnsure ad budget is spent only on
reaching targeted companies
Automated Outbound
Demand Gen
Engage decision makers at
targeted companies with long-form
content
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What Tech Do You Need?
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Isn’t It Time to
Build Yours?
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© 2016 Integrate, Inc. 30
Plan your ABM program
using this workbook.
Includes everything you need to get
started:
Detailed guidance for each step
8 customizable worksheets
Insights on current ABM tech
vendors
Were these steps
helpful for you?
© 2016 Integrate, Inc. 31
Thank you!