The Beginner's Guide to Account-Based Marketing(ABM) Success

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The Beginners Guide to ABM Success
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Meet Our Speaker
Jason Hubbard VP of Growth, SalesIntel.io
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If you do ABM right, it has many benefits

• Aligns marketing and sales
• Increases marketing and sales ROI as it ties
  budget to results
• A new and powerful outbound lead generation
  option when combined with other programs
• Elevates marketings role, importance and your
  career
• Sets up next level account based sales
• Even more valuable

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Pulling it All Together

• Understanding your ICP
• Finding accurate data sources
• Acquiring the tech needed
• Building the campaign / Driving engagement
• Monitoring progress

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Understanding and Building Your Ideal Customer
Profile (ICP)

• Identifying Personas
• Building out specific personas of what types of
  people will be targeted with your named accounts.
• C-Suite
• VPs of Marketing/Sales
• Managers
• End Users

• Identifying Named Accounts
• Using your ICP to identify target accounts
• or companies.
• Industry
• Vertical
• Company Size
• Number of Employees
• Annual Revenue
• Geography
• Technographics
• Buying intent

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Your ABM Strategy is Only as Good as Your Data

• Segmentation and targeting filters must be
  accurate
• Inaccurate phone numbers kill productivity
• Email bounces will derail your campaigns
• Improper targeting risks your domain reputation

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B2B Data Sources for ABM

• Depth of contact data is the key for ABM
• Be aware of B2B data decay
• Test a sample to verify accuracy

• You need 3 contact points - address, email and
  phone
• Trusted Data provider

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What Tech do you really need?

• Integration is Key
• Account Selection
• Data, Predictive, Analytics
• Engagement
• Email Marketing Automation, Social,
  Personalization, Events, Advertising, etc.
• Sales Enablement
• Sales Intelligence, Account insights, Contact
  development
• Measurement
• Testing Optimization, Business Intelligence,
  Attribution and Reporting, etc.
• Infrastructure
• CRM, MAS, DMP, CMS, Tag Management, Live Chat

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• ABM Campaign Planning
• 4 elements
• Contact data 50-70
• Offer for response 20-30
• Media sequence frequency 20-30
• Creative 10-20
• Offer strategy to drive response
• Content information of real value
• Self-qualifying offers no more than three
• No interest reason why is a usable response
• Fulfillment not only digital hard copy works
  well

How to Drive Engagement Response
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• Creative Tips
• The three relevancies the higher degree of
  relevancy the higher the engagement and response
• Relevant to company
• Relevant to individual
• Relevant to assumed need
• Direct marketing copy is not like normal copy
• Conversational you is better than we
• Straight talk tell them what their thinking
• Many books on DM copy learn the rules and break
  them
• Position against status quo or why change

How to Drive Engagement Response
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ABM is a Process
TRACK
IMPLEMENT
MEASURE
REFINE
ANALYZE
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QA
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Thank you!

• SalesIntel.io
• jhubbard_at_salesintel.io
• VP of Growth