account based marketing - a primer for operational success
TRANSCRIPT
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About LeadMD
Marketing Operations agency specializing in making strategy actionable
Focused on the latest Technology platforms
3000+ High-Growth Organizations trust LeadMD
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Aligning Sales & Marketing through ABM
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+Provided by TOPO Research
Three Key Drivers of the ABM Movement
EconomicsHigh Value Accounts require high-touch engagement: CAC and LTV economics are more compelling in high ACV offerings
Time & FocusSales & Marketing alignment struggles due to disparate focus. • Volume & Velocity inbound models foster waste to reveal rare jems. • The average B2B funnel yields less than 1% lead to revenue conversion based on traditional
‘funnels’
Proven ResultsA well defined Ideal Customer Profile (ICP) coupled with true go-to-market orchestration yields increases an average of 40% ROI. +
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Volume & Velocity Single Touch
Marketing SalesMQ
L/S
AL
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Account Based Orchestration
Marketing
MQ
A/S
AA
Executives
Sales
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What is Account Based?
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TOPO Account Based Everything
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Purchase Process
DATABASE
Target Market Research
Data Sources
INSIGHTS
Account Intelligence
CONTENT
ABM Content
Technology
EXECUTION MEASUREMENT
CRM
MARKETING AUTOMATION
ORCHESTRATION
Targeted Ads
PR & Thought
Leadership
Personalization
Playbooks
Coverage
Intelligent Routing
LeadMD Account Based Operational Framework
Account Profiles Messaging
Buyer Personas
Account PlansStandardization &
Hygiene
Nurture
Buyer Journey Mapping
Engagement
Penetration
Target Account Pipeline
Target Account ValueRevenue ModelingOffers
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Visual Data Model for Target Account Structure
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ABM Operationally
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1. Define ICP & Create Target Account Lists
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2. Segment ICP by ACV & Mobilize Resources
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4. Orchestration: ”It Takes a Village”
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4. Customized Content
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5. High Touch / High Frequency
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What re the Results of ABM?
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49% penetration into target accounts in two years
26% lift on touch pattern/SQL conversion rate
21% of first meetings converting to larger stakeholder meetings
80%+ lift in Marketing contribution to revenue (influence)
Key Results from Account Based
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LeadMD : @myleadmd
Andrea : : @jwags16
Best Practices: http://LeadMD.com/marketplace
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