5 steps to account-based marketing success

5 Steps toAccount-based MarketingSuccessDriving high-value deals by doing ABM right

ABM Opportunities

PointClear, LLC Confidential 2017

Marketing/sales alignment

Higher close rates

Greater customer intimacy

More customer advocacy

Bigger deal sizes

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ABM Challenges


Segmentation processes have to be

in place

Formulaic or single media programs don’t

engage

Targeting is tough (there are

no good lists)

Campaign thinking doesn’t work

Up-selling can’t be ad hoc

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ABM Defined


Account-based Marketing is a strategic approach that coordinates personalized marketing and sales efforts to open doors and deepen engagement at specific accounts. It is a different approach to marketing

engagio.com/account-based-marketing

ABM is a strategic approach that combines targeted, insight-led marketing with sales to increase mindshare, strengthen relationships, and drive growth in specific new and existing accounts

itsma.com/abm

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ABM Defined


Strategic

Markets of One

Highly Customized

Personalized

All Media

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How ABM is Used

Acquiring new clients Nurturing longer term opportunities Following up on events Mapping touch cycle to actionable latent pain Expanding enterprise accounts

PointClear, LLC Confidential 2017 6

ABM Fallacies … and Truths

Fallacy Outbound sales is a manual process of calling and/or emailing prospects while ABM is automated so messages reach buyers on their schedule, not yours

TruthOutbound activity is an intricate part of the ABM process, providing the opportunity for real dialogue and relationship building

Outbound and ABM are not mutually exclusive




FallacyMA targets individuals while ABM uses IP addresses to target accounts

TruthABM uses all information available about a potential customer—IP addresses, yes, but also personal conversations via phone, social media research, analyst reports, competitive studies, etc. to target, segment and progress the prospect through the funnel

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FallacyCold calling is a far cry from intentional, planned, coordinated and personalized ABM

TruthABM works because it uses all types of touchpoints including intentional, planned, coordinated and personalized “cold calling” or teleprospecting

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FallacyA 5 minute response time increases the probability of closing 100x

50% of buyers choose the first vendor to respond

TruthWhile response should be rapid, the dynamics and complexity of a strategic enterprise deal are very different from a commodity sale

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FallacyABM is complex and requires technology investment

TruthIt doesn’t take complicated rules and roles to accomplish ABM goals—just a straightforward approach to selling to markets of oneWhile CRM, MA and other technologies can facilitate ABM, they’re not required

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5 Steps in the ABM Process

1. Define Target Accounts & Identify Key Players2. Segment and Stratify3. Dynamic Engagement & Re-engagement4. Analyze5. Nurture, Upsell, Create Advocacy


Step #1


Define Target Accounts & Identify Key PlayersUsing firmographic data and business intelligence, prioritize high-value accounts (this could be based on

revenue and margin potential)Map contacts and how decisions are made

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Marketing Equally Sized Samples

Sample Size

Lead Rate # of Leads

200 9% 18

200 7% 14

200 5% 10

200 3% 6

200 1% 2

1,000 5% 50

Step #2

Segment and Stratify


5% Lead Rate

1,000 Companies

50 Leads

32 leads (64%)= 40% of spend

42 leads (84%) = 60% of spend

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Dynamic Engagement & Re-engagementUse multi-touch, multi-media, multi-cycle processes to multiply results (reduce dependence on digital media)Optimize cadence of dials, voicemails and emails (number of touches and retouch cycle)Map content to audiences of one

Step #3


Step #4

AnalyzeTouches per dispositionLead rateCost per leadCost per Sales Accepted leadLeads proactively rejectedLeads lost in black holeMarketing Qualified to Sales Accepted rateSales Accepted to Sales Qualified rateSales Qualified to Sales Closed rate


Step #5

Nurture, Upsell, Create AdvocacyThe goal of acquiring customers is to retain the business, increase it and maximize lifetime value


Strategies

Identify relevant solutions and communication preferences

Target accounts where awareness should be increased with regular, account-specific information

Establish lead definitions and metrics for marketing to provide leads to sales

Create advocates to drive new business


Benefits (there are tons, but …)


Benefits Buts …

Increased revenue But It will take timeFewer missed opportunities But Dependent on quality of

database

Increased loyalty But It depends on quality of relationships built

Reduced cost per lead But Not necessarily trueAlignment between marketing and sales But That’s a tall order

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Case


Standard Approach ABM ApproachObjective Engage a specific role at hospitals with 300+ bedsFocus 7,500 contacts @ 4,200

hospitals803 hospitals with 300+ beds

Directive “Call them all” “Identify decision makers and use a multi-touch , multi-media, multi-cycle process to engage and drive decision”

Cost $172,200 $49,385

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Recap on ABM

Needs top-down commitment Disconnect about IP-based targeting and “using

more digital channels than email or phone calls” Not one size fits all (1:1) The flexibility of teleprospecting makes it an

ideal ABM enabler



Who is PointClear?

Lead generation, qualification & nurturingResponse management

Market coverage ▪ Market intelligenceStrategic program planning

$15 billionREVENUE FOR CLIENTS.

100%SALES-QUALIFIED LEADS.

1,000,000CONVERSATIONS

20YEARS

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Thank You!

Dan [email protected]@pointclear.com678-533-2722

www.pointclear.com

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