Account based marketing 101

Account-based marketing (ABM), also known as key account marketing, is a strategic approach to business marketing in which an organization considers and communicates with individual prospect or customer accounts as markets of one. Account based marketing is typically employed in enterprise level sales organizations.

1. The Nuts and Bolts Account Based Marketing David Fornelli Head of Social Marketing, Digital Marketing Manager

2. STEP STEP The 411 Account-based marketing (ABM), also known as key account marketing, is a strategic approach to business marketing in which an organization considers and communicates with individual prospect or customer accounts as markets of one. Account based marketing is typically employed in enterprise level sales organizations. 5 STEPS TO ACCOUNT-BASED MARKETING The Nuts and Bolts MANAGE ENGAGE MEASURE

3. Account Identification Considerations

4. Account Identification Tools Account Data LinkedIn InsideView HooVers Dun & Bradstreet ReachForce Account Scoring Leadspace MINTIGO Lattice EVERSRING Niche Solutions BuiltWith Datanyze Ghostery Leveraging the Right Tools for the Right Job

5. Account Scoring Model The Science Behind The Score

6. Account Selection Process Identify High-Value Accounts Use predictive account score & rep knowledge to select accounts Tiers for target accounts Accounts will be locked for 6 months

7. WHO TO TARGET CHECKLIST 7 Product Fit Competitors’ Customers Strategic Importance Identify Decision Maker & Influencers

8. DECISION MAKER STRATEGY EXAMPLE Basic Campaign Flow Goal – Identify the Decision Maker

9. INFLUENCERS STRATEGY EXAMPLE Basic Campaign Flow Goal – Identify Influencers

10. DEVELOP TARGETED & PERSONALIZED CAMPAIGNS

11. Account Based Marketing Funnel Tactical Approach Leverage different marketing tactics utilizing personalized, consistent messaging Opt-in Paid programs Social Events Web Direct mail / survey SDR’s Retargeting Seminars Roadshows Email Consultations SDRs Training Demos

12. Thank You David Fornelli Account Based Marketing (ABM) Advisor