Account Based Marketing
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- Pamela Barnett
- 8 years ago
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1 Account Based Marketing Experiences from 100+ Fortune 500 companies in 6 continents Founder and CEO of Vendemore
2 Cold calling and dating? The Pipeline Marketing Company
3 My goal for today is for you to learn 1. What is Account Based Marketing? 2. What problems does it solve? 3. Who is Account Based Marketing for? 4. How to blend Account Based Marketing with great content and Marketing Automation 5. The future of marketing and sales
4 What you will NOT learn 1. How to get started with Account Based Marketing 2. How to use Account Based Marketing on a daily basis and integrated in your organization 3. What messages and content work best and in which buying phases 4. How to calculate ABM budgets
5 Why me?
6 Why Christopher Engman? Delivering in 100+ countries, 100+ Fortune 500 companies. 8 car brands. 12 banks. 35 of 50 of the biggest global software companies, 9 of the 10 largest tech companies. Account Based Marketing
7 What is Account Based Marketing?
8 Knowledge retention Customer memory Challenge: The customers memory is short and unreliable which makes relying on internal selling risky 100 % 0 % Meeting Day 1 Day 7 Day 30 Time Account Based Marketing
9 Customer attention Maintaining influence Challenge : How to maintain the clients interest? Customer contact during the sales cycle: 100 % COLD CALL MEETING EVENT MEETING PROPOSAL DECISION VULNERABLE TO COMPETITION LOST PRIORITY 0 % Competitive activity Account Based Marketing
10 Lack of access Challenge : How do you reach all the people that make or influence the decision? Why do we need you? We know better ROI? Expensive How many people influence the decision? How many people have you met? How many people know what you stand for? How many people know of you? How many people will favor you? How many people believe you are the best? Account Based Marketing
11 Aligning marketing investment with revenue opportunities Existing revenue Potential revenue Similar clients Sales resources B2B General marketing ABM Named accounts Top 50 Next 50 Next 100 Clients Account Based Marketing
12 Advertise Focus Only to people working in the organisations you choose
13 Ad space shown only to your listed companies Advertising, films, social media, articles, white papers are targeted to the named accounts IP-numbers Account Based Marketing
14 Lifestyle website samples News website samples Business website samples Tech website samples
15 How to blend Account Based Marketing with great content and Marketing Automation? The Pipeline Marketing Company
16 The future In 6 years the number of sales people in the US will drop 18m 6 years 4m 85% of interactions will be automated the digital salesperson 1. Content Marketing 2. Account Based Marketing 3. Marketing Automation Source: Gartner Account Based Marketing
17 Parallel to Account Based Marketing Marketing Automation
18 Account Based Marketing ENGAGED UNENGAGED Marketing Automation + Content Account Based Marketing + Content
19 For who is Account Based Marketing?
20 For who? 1. Long decision process months to years 2. Not 3-4 stakeholders but 50 to several hundred 3. High risk in the decision a bad decision will make people lose jobs and maybe even worse 4. High degree of change when implementing/starting using.and also for companies selling to consumers inside companies (cars, banks, telcos, insurance companies, self storage etc)
21 KEY ACCOUNT Conversion Efficiency Hit rate rather than cost per lead? ABM Events Telemarketing Client fatigue Months Account Based Marketing
22 Blog ad / RSS feed
23 Content video-ads - Create pain awareness - Testimonials
24 Article ads
25 Survey ads trigger discussions
26 White paper ads
27 Reference case ads
28 Cold calling and dating?
29 Summary Summary of Account Based Marketing 1. Companies isolated in media by IP-numbers 2. Account Based Marketing is specifically suited to win new top clients and to grow existing top clients Account Based Marketing
30 Robotisation / Automation Samantha West
31 How will Watson and similar AIsolutions influence sales & marketing?
32 Kindergarden teachers?
33 Robotisation / Automation (% probability to be replaced by robots in 20 years) Telemarketing/Telesales 99% Auditors 94% Event sales people 94% Store sales people 92% Insurance brokers 92% Commercial pilots 55% Technical sales people 25% Sources: - Stiftelsen för Strategisk Forskning 2014, Vartannat jobb automatiseras inom 20 år - Frey & Osborne 2013, The future of employment - The Economist
34 How can we target companies to reach the relevant consumers?
35 My recommendations - Use editorial content - returning visitors, not only bought traffic - Own + curated - Use a combination of Account Based Marketing and local search - Investigate what parts of your marketing, sales, customer service etc flow that can or will be robotized in the future
36 Christopher Engman, Founder and CEO of Vendemore vendemore.com
Vendemore - crossing the chasm How to build a world leading company in a new category with limited risk and small resources
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