Account-Based MarketingWhy it’s so dang popular
Account-based is the proactive coordination of marketing, sales development, sales, and customer success to close, retain, and grow an organization’s most valuable accounts.
TOPO, “The Account-Based Everything Framework” 2016
200%Pipeline growth in organizations with an account-based strategy
Source: SiriusDecisions
20%Increase in average deal size
Source: SiriusDecisions
“Marketing drove 20,000 leads in Q1.”
“Marketing drove 10,000 marketing
qualified leads in Q1.”
“Marketing contributed to $500,000
in revenue in Q1.”
“Marketing drove 3,000 sales qualified
leads in Q1.”
2013 2015 2017 2019
B2B marketers need to tie their marketing investment to influence on revenueThe evolving B2B challenge
Account-based marketing is just good B2B marketing
RollWorks, 2019
Identifyyour list
Engage & Convertacross channels
Measureyour impact
How to ABM
IdentifyHow to define your ICP and build a winning target account list
Start with your ideal customer profile (ICP)
● NOT total addressable market (TAM)● NOT target account list (TAL)● NOT buyer persona
What is an ICP?
A strategic framework to manage resource allocation & activity across the entire business.
+
A set of attributes used to describe the companies with the highest value to your business.
What happens if you don’t have a clearly defined ICP?
● Product builds for a first set of customers
● Marketing markets to a second set of customers
● Sales sells to a third set of customers
You lose
$
68%Higher win rates were reported for organizations with a strong Ideal
Customer Profile (ICP)
Source: TOPO 2019
What an ICP does NOT look like
Attribute Value
Industry B2B
Geography English speaking countries
Verticals B2B
Company size SMB + Mid-Market
Company rev All - If they want to pay us, we’ll work with them
Technographic Have a marketing automation platform (MAP)
AND
AND
AND
AND
AND
What a solid ICP looks like
Attribute Value
Industry B2B
Geography U.S., Canada, UK, Ireland
Verticals Investment Banking, Financial Services, Accounting
Company size 500 to 5000 employees
Company rev $10MM+
Technographic Marketo, HubSpot, Pardot, Mailchimp, Constant Contact, GetResponse
AND
AND
AND
AND
AND
Sales funnel data: You already have it, use it.
● What are the shared firmographic and technographic traits of your closed won accounts?
Contact Selection
Find key decision makers. Get contact info for buying committees (and not those in unrelated roles).
Advance your account-based strategies. Build and prioritize a target account list.
Start by uncovering your , then build your , and source vetted at the accounts that matter most
Become more account-based. Define or validate your ideal customer profile (ICP) using your existing data.
Target Account Selection
ICPInsights:
ICP
TARGET
ACCOUNTS
KEY C
ONTACTS
Create a data-backed
Acquire contact information for key decision makers to ensure sales & marketing are targeting the same people
EngageHow to reach your target accounts and get them to your website
Most Commonly Used Account-Based Tactics: 1. SDR outreach2. Digital advertising3. Direct mail4. Email marketing5. Events
TOPO, 2019 Account-Based Benchmark Report
Engage across multiple channels using your existing data: Digital advertising drives new and return traffic to your site, while also providing air cover for sales outreach and direct mail
I have...
An ICP A Target Account List Known Key Contacts
I can reach them via...
Firmographic TargetingServe ads to employees at companies that match your ICP
Account-Based RetargetingServe ads to the person who visited your site, along with other members of the buying committee
Target Account List TargetingServe ads to employees at a specific list of companies
CRM / MAP TargetingServe personalized ads to contacts based on any field, incl. funnel stage and title
Sales AutomationPersonalized email outreach with triggered follow-up based on engagement
Direct MailHigh-quality, personalized items to get your sales team in the door and to move a deal forward
RetargetingServe ads to previous website visitors who displayed high intent but did not convert
● Transpay utilized RollWorks TAL (target account list) targeting to focus spend on a specific list of high-value companies
● They layered in personalized messaging for the key decision makers at their target accounts
Drove engagement at 1/2 the cost
● Transpay was testing and comparing results from multiple ABM platforms
● They sought a vendor who could improve cost-efficiencies for their display campaigns
SITUATION SOLUTION
● 50% decrease in cost per visit
● 6.4x increase in average time on site in four weeks
RESULTS
Transpay is a global payments service that provides businesses of all sizes with a scalable, secure, and fully compliant cross-border mass payout solution, making it easy to send funds directly to the local bank accounts of vendors, business partners, freelancers or others in over 200 countries.
LiveLiveProposal Onboarding/LiveConsiderationAttract
Dire
ct M
ail
Sale
s Pl
ayD
igita
l Sup
port
How we reach & engage prospects across channelsSi
te C
hat
(Drif
t)
ConvertHow to turn target accounts into customers
👋
PS: Like this experience? Imagine giving all of your targeted account this sort of red carpet treatment right on your site. With Drift Intel and Drift ABM, you can personalize your website experience for your VIPs so they feel like VIPs.
1. Yes absolutely! 2. You bet! 3. Of course I can!
Area of Opportunity
If I can target my accounts based on firmographic information and roll out the red carpet for my high value prospects.
I can drive more conversations with my ABM accounts and book more qualified meetings
SolutionDrift Intel allows NetGuru to give their top tier accounts an amazing experience by sending personalized welcome messages to those visitors and notifying their reps when those accounts are live on their website.
Result
In only ten months, Radek and the Netguru team have…
● Had 10,000+ conversations● Generated 150 CQLs per month● Guided prospects to relevant content over 450,000 times● Generated 2 net new enterprise opportunities● Closed $250k in revenue from those two opportunities
Area of Opportunity
idea of using Drift stemmed from adding real-time messaging to their site to engage with their visitors and get them the answers they were looking for as quickly as possible.
They wanted to be able to know when their target accounts were on their site and engage them with an amazing, personalized experience that would differentiate Aventri from their competitors.
SolutionDrift ABM allows Aventri to roll out the red carpet and send personalized welcome messages to their high-value target accounts.
Result
In less than five months, the Aventri team have…
● Decreased response time from 1:30 to 0:50● 270% increase in lead conversion● 20% increase in meetings booked month-over-month● $6M in pipeline created● $1.7M closed won
Reference slidesDo not include in final deck