the abcs of abm (account based marketing) - webinar
DESCRIPTION
Start focusing your efforts on accounts most likely to generate revenue, known as account based marketing (ABM). In this webinar you’ll learn how to: • Discover successful strategies and how you can implement them into your own campaigns to boost ROI • Use data to target key accounts • Shorten the sales cycle and expand deal size using real time personalization • Boost revenue by aligning sales and marketing efforts Are you looking to incorporate account based marketing into your mix? Find out how ZoomInfo can help: http://bit.ly/1pQtQ4QTRANSCRIPT
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Ned Leutz, Data Expert
DAN – can we add the ZoomInfo logo to this and make the header image that you created take up this entire slide and include the following copy on it in addition to what you already have?:
Ned Leutz, Data Expertwww.zoominfo.com
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Your Targeted Buyers. Found.
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About Ned Leutz
• Data expert at ZoomInfo for 5 years
• Works with top clients to support their ABM strategies
• Die hard Boston sports fan
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1. Have a question? Ask us on Twitter using #zoominfoABM
2. All attendees will receive a free copy of the slide deck
FAQs
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Agenda
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Account Based Marketing (ABM)
The focus of aligning sales and marketing efforts on the accounts most likely to generate revenue or meet other strategic goals
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STEPS TO BUILDING AN ABM STRATEGY
Identification Message DefinitionChannels
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Identifying Who to Target
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Defining Personalized Messaging
Map content to your buyer
personas and different
stages in the funnel
Awareness
Consideration
Education
Purchase
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Determining Channels
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Executing the Strategy
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Sales & Marketing Alignment
B2B organizations with tightly aligned sales and marketing operations achieved 24% faster three-year revenue growth, and 27% faster three-year profit growth.
(Source: SiriusDecisions)
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Data Resources
o Where do you get the names?
oHow do I understand my existing data?
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Data Analysis
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Budget Alignment
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Sales Enablement Tools
Marketing needs to support sales initiatives
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Measurement
• CRM
• Marketing Automation
• Web Analytics
• Personalization Software
• Business Intelligence Software
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KEY BENEFITS
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Increased Revenue
• 67% of people find content targeted
to their job function valuable (Source: Marketing Sherpa)
• Leads who are nurtured with targeted
content produce a 20% increase in
sales opportunities (Source: DemandGen)
• Personalized emails improve click-
through rates by 14% and conversion
rates by 10% (Source: Aberdeen)
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Increased Revenue
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Shorter Sales Cycle
Eliminate companies that aren’t a good fit from your funnel
Align your product with customers’ needs
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Expanded Deal Size & More Sales
Correlate your ABM strategy directly with a business objective
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CASE STUDY
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Challenge
• Hard time identifying IBM resellers in North America
• Lack of centralized data set
• Spending too much time researching
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Solution
ZoomInfo helped Marketing Advocate:
• High quality contact information
• Identified individual stakeholders from targeted accounts
• Multi-touch nurture campaign
• Sales direct outreach
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Results
Using ZoomInfo, Marketing Advocate:
• Increased deal size by 80%
• Closed deals in 45-90days using ZoomInfo vs. 180 days from other lead sources
• Saw a 188% ROI within the first 4 months of launching the initiative
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Key Takeaways
• Sales and marketing must collaborate
• Tools and processes are key to your success
• Analyze, measure, rinse and repeat
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ZoomInfo Can Help!
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Q & A