CRASH COURSE In Account-Based Marketing

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THEMARKETER’SCRASH COURSE inAccount-BasedMarketing

2Table of Contents03Introduction32How LinkedIn Can Help Sales06Fueling Sales and Marketing Alignment35Checklist of ABM Success119 Steps to an Effective ABM Program38Conclusion27How LinkedIn Can Help Marketers3912 ABM Experts to Follow

3INTRODUCTIONIntroductionIf you’re like most B2B marketerstoday, you likely recognize accountbased marketing (ABM) hasbecome as an important element ofyour effective go-to-market strategy.ITSMA, a research-based membership organization, which first pioneeredABM more than 10 years ago, defines it as “more than a sales or marketingapproach; it is a collaborative strategy that engages sales, marketing,subject matter experts and delivery professionals, as well as key executivesin the chosen client account to determine where and how to best meetthe client’s unique business challenges. With deep insight into the client’sbusiness and key goals, this collaborative team creates a well-orchestratedmarketing and sales campaign for a single account.”SiriusDecisions, a global B2B research and advisory firm, defines ABM as“the strategic approach marketers use to support a defined universe ofaccounts, including strategic accounts and named accounts.”Source: “State of Account-Based Marketing (ABM) Study” SiriusDecisions, 2015“To break down walls between salesand marketing, ABM is pretty close toa silver bullet in that it aligns programs’dollars and focus behind the accountsthat the sales teams cares about. Sothere’s inherent buy-in.That said, ABM is only as good as yourvisibility into your highest potentialaccounts and best-fit customersegments, which gets clearer over time.It’s most effective when deployedas part of a comprehensive set oftargeting strategies.”DAVE KARELHead of B2B Marketing,LinkedIn Marketing Solutions

4INTRODUCTIONFocus on landing the big fishReap the rewards of a laser focusWe think of ABM as a strategy and opportunityto focus on an account to bear fruit. In anutshell, ABM is about marketing to accountsrather than to contacts. The fact is, sales hasalways sold to accounts. With ABM, marketingis embracing that same approach.Marketers across industries are recognizing the valueof ABM. Consider what some of SiriusDecisions’ABM clients are seeing for results:While definitions may vary, one thing is clear:ABM is truly where marketing and sales canalign around quality over quantity when itcomes to leads. Jon Miller, co-founder ofMarketo and more recently of Engagio, isfond of comparing typical demand generationto fishing with a net, whereas ABM is fishingwith a spear. In other words, you cast awide net with demand-generation programsand then whittle down the catch until you’refocusing on just the right “fish.” With ABM, youfocus from the get-go on bringing in only theright “fish,” and that usually translates to themost strategic accounts for your business. Andconsidering there are so few big watering holesto fish from, this targeted approach makesgood business sense.More than 20 percent increase indeal size30 percent improvement in customerhealth scoresMore than 200 percent increase incontribution to sales pipelineMore than 10X increase in trialacceptance rates 75 million in incremental marketingsourced or -influenced pipeline92%Analyst firm SiriusDecisions has found that 92percent of B2B marketers recognize the value ofABM and see it as a “must have” business strategy.Sources: “10 Reasons Why B2B Companies Can’t Live Without Account-Based Marketing,” Terminus, 2015;“State of Account-Based Marketing (ABM) Study” SiriusDecisions, 2015“Account-basedmarketing is astrategic approachthat coordinatespersonalized marketingand sales efforts toopen doors and deepenengagement at specificaccounts.”JON MILLERCEO & Co-Founder,Engagio

5ASK THE EXPERTSAsk the ExpertsQ: How do you define ABM?JUSTIN GRAYCEO,LeadMDGray: It’s just good marketing. Whether youcall it flipping the funnel or flattening thefunnel, it’s about aiming at a more welldefined area of that funnel (i.e., your bestbuyers) and treating those best buyers in amuch more personal way while focusing onthe account as a whole.DAVE KARELHead of B2B Marketing,LinkedInMATT HEINZPresident,Heinz MarketingQ: To what extent should marketers beusing ABM? Is it the kind of thing wherethey should be all in?Karel: Account-based marketing is only asstrong as your understanding of who the rightaccounts are. And I would bet a majority ofmarketers don’t have a really great sense ofwho their customers are.Competitive dynamics keep changing,customer needs keep changing, your offeringkeeps expanding. So, I think that’s wherepeople put too many eggs in the ABM basket.It’s very tempting.There are some marketers that go to theextreme and say I want all in on ABM. They’llsay, I have 100 dollars, and I’m going to put 100 dollars against these top 100 accounts.That’s where things go wrong. With all thesegreat things like predictive analytics and leadscoring, with all that data, you can get a reallygood sense over time of who are my bestcustomers.Q: How are account-based marketing andinbound marketing related?Heinz: I think we’ve become so enamored withthe idea of inbound and having natural leadsand getting a lot of traffic. That’s all fine andgood, but, with email marketing, you have verylittle if any control over quantity and quality.So if there is a precise set of customers thatyou really want to do business with, I highlyrecommend not waiting for them to show upon your blog, as there are more direct ways tomarket to them that still provide value to themat the early stages of engagement.

6Fueling Sales andMarketing Alignment

7FUELING SALES AND MARKETING ALIGNMENTNo wonder a growing numberof B2B marketers are embracingABM as part of their overallmarketing efforts.First, ABM helps marketers better align withthe “purchase by committee” approach thatis increasingly the mainstay of today’s B2Bbuying process. The B2B buying process isa collaborative one. In addition to consultingpeers on social media, B2B buyers work withcolleagues inside their companies when makingpurchase decisions.Top Departments Included in the Typical Buying Decision32% Information Technology31% Finance26% Business DevelopmentThe B2B Buying Process Is a Team Game23% AccountingAccording to IDC, the average deal todayinvolves more than eight decision makers, a43 percent increase from three years ago. Ourown research at LinkedIn shows that anywherefrom 3.1 to 4.6 additional departments—suchas information technology or finance or humanresources—influence a B2B buying decision.22% Operations21% AdministrationThis chart shows the departments with the mostinfluence on buying decisions across verticalindustries. Information technology, finance, andbusiness development are the three departmentsthat wield the most influence on buying decisions.Sources: “The B2B Sales Funnel is Dead —and Here’s the Proof,” Salesforce, 2015; “Rethink the B2B Buyer’s Journey,” LinkedIn, 2016

8FUELING SALES AND MARKETING ALIGNMENTDepartments impacting the purchase decisionvary by industry.Automotive3.5Education3.54.0FinServ: Commercial BankingFinServ: 4.1Marketing and Advertising4.0RetailServices: Consulting3.43.6Services: HR3.9Services: Info ServicesServices: OtherTech: Adtech3.13.34.5Tech: Cloud CompTech: Computer and New3.73.9Tech: Computer SoftwareTech: IT and SvsTech: Online Media Platforms3.83.53.9Tech: TelecommTech: Other3.4Travel3.4The TakeawayMarketers—and salespeople—cannotbe satisfied with finding and directingmessages, content, and offers only at thekey decision makers. B2B marketers mustreach the broader buying group, whichmeans targeting their message at scaleto every part of a company that can wieldinfluence on the final buying decision.

9FUELING SALES AND MARKETING ALIGNMENTMarketing Gets in Lockstep With SalesAn ABM initiative helps marketing better alignwith their sales counterparts who are alreadyfocused on accounts at the bottom of the funnel.Simply put, by embracing ABM, marketersbecome more aligned with what the sales teamis already doing.As Dave Karel, Head of B2B Marketing atLinkedIn, explains, ABM is pretty close to a silverbullet when it comes to breaking down the wallsbetween sales and marketing. That’s becauseit aligns program dollars and focus behind theaccounts that the sales team cares about. Withthat comes inherent buy-in.According to ITSMA, with ABM, marketing createsan account-specific marketing plan and integratesit with the sales plan. In other words, marketingbecomes part of the account team. Whenmarketing and sales are working from a similarmindset—how to target and land accounts—they can coalesce around a common goal.ABM also helps marketing and sales eachwork more effectively and avoid the chance ofmishandling an account. When all contacts arehandled within the larger context of an account—usually managed by a single sales rep—there’sless chance of marketing stepping on toes.Source: “So You Want to Do Account-Based Marketing? Better Read This First,” ITSMA, 2015“We find that sales andmarketing leaders whoare successfully utilizingABM focus on leadquality, discuss pipelinemore frequently, andwork together on leadscoring models.”ANDREA AUSTINVP of Enterprise Sales,InsideView

10 ASK THE EXPERTSAsk the ExpertsANDREA AUSTINVP of Enterprise Sales,InsideViewTRACY EILERQ: How does good sales and marketingalignment contribute to ABM success?Q: How can sales and marketing teamssolve communication gaps?Austin: We find that leading companiesdemonstrate strength in four key areasthat are foundational to successful ABMinitiative: communication skills, commonpipeline measurement, adherence to leadquality, and data enrichment to drivesuccessful prospecting.Austin: In our study, the leaders reportedbetter relationships between their sales andmarketing counterparts, which was aided bybetter communication as a higher percentageof sales leaders conduct weekly meetingswith the marketing team. Here at InsideView,Tracy and I hold a weekly alignment meetingwe call #smarketing.Q: Can you click into that more? Whatdefines leading companies, and what arethey doing differently?Q: What role does data play in beingsuccessful with ABM?CMO,InsideViewEiler: In the recent market study we did, theleading companies were those that exceededrevenue goals, and they revealed patternsand a more sophisticated approach to salesand marketing alignment. Leaders havebetter processes in place and are using moreadvanced tools. Leaders are three times morelikely to characterize lead quality as excellent,compared with laggards.Eiler: Thirty-nine percent of sales andmarketing leaders in our study say that lackof data on target accounts is one of theirbiggest challenges. Companies that addressthis issue head-on and populate theiraccounts with accurate and complete dataare more successful with account-basedmarketing.

119 Steps to anEffective ABMProgram

12 9 STEPS TO AN EFFECTIVE ABM PROGRAMBecause ABM is just gaining ground within manyorganizations, there’s a dearth of best practices to drawfrom. That’s why we’ve pulled together solid guidance andrecommendations based on input from numerous industryexperts, thought leaders, and marketers who are alreadysucceeding with ABM.ASK THE EXPERTDOROTHEA GOSLINGABM & Pursuit Marketing CoE Leader,CSCQ: How can sales andmarketing teams solvecommunication gaps?Step 1Position ABM as a Strategic InitiativeABM is about driving growth throughhigh-visibility accounts. With so much riding onyour ABM efforts, it’s critical that the managementteam recognizes the strategic importance of thisprogram and puts the necessary money behindit. To succeed at ABM, your organization willneed to create, run, and analyze new programs.It may even need to hire new talent and bring onnew tools. And that means you need the rightresources in terms of money and people.Marketing and sales leadership shouldcollaborate to define this strategy andcommunicate the plan and larger initiativeto the marketing and sales teams.Key elements in an ABM strategy:AccountsWhich companies and individuals arewe pursuing?GoalsWhat are the desired outcomes witheach account?TacticsWhat can marketing and sales do toachieve those goals?ResponsibilitiesWho is responsible for what?MeasurementsHow will marketing and sales be measuredon their activities and impact?“It’s not a Band-Aid, and it’snot a passing fad or tactic.Your approach to ABM needsto be strategic, and youneed executive sponsorship.Otherwise, you’ll struggle toroll out ABM because you’llbe fighting too many battles.”

13 9 STEPS TO AN EFFECTIVE ABM PROGRAMASK THE EXPERTStep 2Staff Up for SuccessThe most successful ABM marketers are,in essence, their own CMOs. They areusually senior marketers with:47%47% of companies surveyed by SiriusDecisionssay that they don’t feel their ABM teams havethe necessary skills to execute an ABM programand that marketing teams need more support tosucceed at ABM.An entrepreneurial spiritA range of experience in a variety of roles (e.g,field sales, product marketing, solution selling)An understanding of and appreciation for thecomplexities of selling to a committeeMulti-discipline marketing experience (e.g.,personalization, targeting, social media)Leadership skills to engage and command thetime of executivesExperience developing compelling messaging andcontent that inspires trust and motivates actionStrong storytelling and project management skillsThe confidence and composure to hold their ownwhen interacting with sales and in meetings withcustomerSource: “More than 90 Percent of Marketers Believe that Account-Based Marketing is a B2BMust-Have,” Demandbase, 2015NICK PANAYIHead of Global Brand &Digital Marketing,CSCQ: What skills doyou need to be anaccount-basedmarketer at CSC?“Because marketers involvedin ABM are acting as miniCMOs, they need a certainlevel of experience andcomfort with the variousdisciplines of marketing.That includes personalization,targeting, and fine-tuning,which are enabled by digital.Marketers also need tocoach sales to effectivelyuse social media as anavenue for reachingparticular companies andtheir executives, decisionmakers and influencers.”

14 9 STEPS TO AN EFFECTIVE ABM PROGRAMASK THE EXPERTStep 3Agree on Goals with SalesBecause marketing and sales will work togetherso closely on accounts, it’s vital that they agreeon the overall goals. As SiriusDecisions says,being in agreement on goals makes it easier to:Select tacticsShow how each tactic contributed toachieving the goalsWhile the overall goal is to land new accounts orexpand business with existing ones, marketingand sales should define discrete goals that align tothese big ones. These can include:Identifying a higher number of individualswithin each accountSecuring a greater number of senior-levelappointments/meetingsJustify further investmentDriving faster sales cycle timeEvaluate ad hoc requests in light of whetherit will help advance the agreed-upon goalsPromoting higher customer loyaltyClosing a higher percentage of major dealsGrowing revenues within existing accountsSource: “First Steps to Building an Account-Based Marketing Plan (And Talking to Sales About It),”SiriusDecisions, 2016TRACY EILERCMO,InsideViewQ: What’s a commonchallenge for marketingand sales to align?“We surveyed 1,000 businessleaders, and 40 percentidentified disconnected metricsas a challenge to sales andmarketing alignment.The good news is that moreand more marketers arebeing measured by pipelineattainment vs. traditional leadquantity goals.”

15 9 STEPS TO AN EFFECTIVE ABM PROGRAMStep 4Identify Target AccountsThe overall goal of ABM is to focus on a selectnumber of accounts. Considering the needs ofyour business, this list can be anywhere from300 to 30,000. Regardless, it’s critical to getthe list right. Otherwise, you might miss bigrevenue opportunities and waste valuabletime and resources.Dave Cain, GVP of Global Marketing at Marketoasserts, “with ABM, your marketing message isbased on the account you’re targeting.”Engagio—co-founded by Jon Miller, who also co-founded Marketo—recommends answering these questions when coming up with an idealcustomer profile:Where have we sold mosteffectively in the past?What traits should rule out anaccount?Which kinds of accounts haveproven most profitable overtime?What kinds of accounts playbest to our unique strengths?Which sub-industries do wework with today?What characteristics are mostpredictive of sales success?In which accounts do wealready have an advantage?What accounts deliver the mostvalue (including strategic value)?What attributes make for thebest fit with our product?You should call upon all the data at your disposal to answer these questions,including firmographics and intent and engagement data that you candiscover on LinkedIn, along with other sources. Account-based scoring canalso help here, making the list-building process more scientific and efficient.Source: “The Clear & Complete Guide to Account-Based Marketing,” Engagio, 2016

16 9 STEPS TO AN EFFECTIVE ABM PROGRAMStep 4Remember: Because of today’s technologies,organizations don’t have to relegate the useof ABM just to large, enterprise accounts.Here are some attributes to consider whendeveloping a target account list:Types of ABM Deployed Today77% named account58% large accountIndustryRevenue48% vertical (industry)-based accountLocationTechnology use39% segment (e.g., role)-based accountNumber of employeesCompetitive product usage17% customer lifecycleCurrent customersSource: “State of Account-Based Marketing (ABM) Study” SiriusDecisions, 2015

17 9 STEPS TO AN EFFECTIVE ABM PROGRAMStep 5Identify Roles or Departments thatInfluence Buying Decisions“ABM to me and toCSC is treating a singleaccount as a marketof one. And within thatmarketing of one we’relooking to customizeour marketing activitiesand message in closecollaboration with oursales team—and not justdown to a buying centeror persona, but rightdown to the individual.”DOROTHEA GOSLINGABM & Pursuit MarketingCoE Leader,CSCWhile the focus of account-based marketingis to land or expand an account, don’t forgetthat you’re selling to a set of people withineach account. And getting a firm grasp on eachperson’s role and responsibilities is critical toeffectively engaging them.As Dave Rigotti of Bizible underscores,“account-based marketing is not about thecompanies that you’re going after. It’s thepersonas involved. After defining your targetcompanies, you need to define people at thosecompanies that you care about.” In other words,you want to understand who are the decisionmakers and influencers. You need to understandas much as you can about each of these peopleon the buying committee. Think of itas developing an extensive buyer persona.Then pair this with insights supplied by your salesteam, such as the priorities, preferences, dislikes,and personalities of each.67%67% of marketers surveyed by SiriusDecisionsturn to sales for account insights. After all, ifyour goal is to expand an existing relationship,your sales team knows what’s happened withthe account and who has been involved from thecustomer’s end to date.Using LinkedIn makes it possible to surfacevital information about people in a selectaccount, such as their recent activities, likes,and experiences. You can also get a sense ofrelationships between the various stakeholders.Source: “More than 90 Percent of Marketers Believe that Account-Based Marketing is a B2B Must-Have,” Demandbase, 2015

18 9 STEPS TO AN EFFECTIVE ABM PROGRAMStep 6Create Content to Drive EngagementAcross Target AccountsThe next step is to put all those insights to work.You do that by developing compelling, engagingcontent that delivers value to each person onthe account’s buying committee while alsoaddressing the key strategic business initiativethat binds these stakeholders.In most cases, you and your sales colleaguesare trying to engage senior-level people. Ifyour organization has no relationship with thecompany you’re targeting, marketing will needto first build awareness and encourage ongoingengagement.Once people within the account are engagedand ready to be in discussions with sales,marketing needs to help the sales team continuethe conversation, so to speak. This end-to-endengagement requires a carefully orchestrated setof value propositions delivered via a variety ofmessages and content.In developing and distributing a variety of content, don’t overlook the power of social media.According to LinkedIn’s research, social media factors in every stage of the purchase process, fromawareness to selection to implementation.

19 9 STEPS TO AN EFFECTIVE ABM PROGRAMStep 6You can deliver that content in a range offormats, just as you do for your “everyday”marketing, including:ArticlesVideosReportsInfographicsBlog postsWebinarsSlideSharePresentationsE-booksWhite papersAs with all good marketing, the key is to understand anddeliver the content formats your audience prefers. No matterhow you deliver the content, focus on showing that youunderstand the account’s biggest challenges and goals. Thatsaid, you don’t necessarily need to reinvent the wheel, so tospeak. Whenever possible, repurpose existing content bytweaking it to address the specific account you’re targeting.

20 9 STEPS TO AN EFFECTIVE ABM PROGRAMStep 6Your Marketing Message Must ReachVertically and Horizontally AcrossTarget AccountsABM challenges marketers to think differentlyabout their messages and content because itmust reach both far and wide within a singleaccount. Our research shows, depending on theindustry, 3.1 to 4.6 additional groups beyondthe main purchaser inside a company influencethe purchase process.In other words, marketers and salespeoplemust educate more than the primary decisionmaker. You can reach all influencers throughoutthe buying cycle by using a combination ofbroad, early-stage tactics and more focused,later-stage tactics.At first you want to create broad awarenessacross the company since you don’t know exactlywho’s going to influence a deal. Then you putmore resources behind tactics to more specificallyzero in on the key people within the account.

21 9 STEPS TO AN EFFECTIVE ABM PROGRAMASK THE EXPERTStep 6JASON SEEBAOnce you have identified the key players within anaccount, map the ecosystem to show who is engagedand what problem(s) they care about. Be clear about thedifferences and the messages you will share with each ofthem. For example, while the CIO, CFO, and CMO mayall care about driving higher revenues for their company,the CMO wants to do that using easy-to-use software,the CIO wants that software to require little in the way ofinstallation and maintenance, and the CFO wants thatsoftware to be affordable.Develop Trust and ShareKnowledgeChief Marketing Technologist,BloomReachIt’s a complex world, and buyers thirst forknowledge. In LinkedIn research, we found that“subject matter expert” and “valuable consulting,education, and tools” rank high in what buyerswant from vendors. And it just so happens thatcontent is the perfect vehicle for delivering thatknowledge.Q: How do youdefine ABM?The following are potential tactics to use atevery stage:Remember: Getting someone in an account toengage with one of your sales reps largely hingeson how well your content does its job. Simply put,your content is standing in for your sales teamuntil buyers in the target account are ready tospeak to a salesperson.DisplayadvertisingSocial mediaBlog postsHere are three steps to developthought-leadership content:1Understand what stakeholdersin target accounts believe.2Develop and articulate awell-informed point of view.3Frame a story in terms of thevalue delivered to help buyers seenew possibilities.@PREmailmarketingNewsletters“ABM is a targetedeffort and targetedoutreach to a set listof accounts that youdefine as a good fitfor your business.”

22 9 STEPS TO AN EFFECTIVE ABM PROGRAMASK THE EXPERTStep 7Partner with the Sales TeamWhen the sales department is handlinginteractions with members of the buyingcommittee, it’s vital that they are equippedwith the right tools and content to deepenrelationships and win the deal. To that end,package up all the insights and information youcan about each account, covering the following:The four most important factors forbuyers’ willingness to engage witha vendor are:25% is a subject matter expert/thought leader25% provides valuable consultation, education, or toolsUp-to-date interactions between theaccount and your company25% knows my company’s products/servicesDon’t forget that interactions might occur viasocial networks such as LinkedIn, so be sureto craft relevant copy for effective use inthat channel.Head of Marketing,BizibleQ: How does Bizible’smarketing team partnerwith sales on an ABMstrategy?26% understands my company’s business modelAccount overview and personas oneach member of the buying committeeUnique value propositions and relevantcontent, including when to use it andwith which personaDAVE RIGOTTI“After working withsales on target accountdefinitions, we’reresponsible for warmingup prospects but alsoto converting accountsto opportunities. Weuse LinkedIn to supportboth pieces: identifyingthe right people withinaccount, generatingawareness throughbranded advertising,and driving marketinggenerate demand.”

23 9 STEPS TO AN EFFECTIVE ABM PROGRAM“We built a targetedlist and hired a salesdevelopment team. Webrought in technologythat facilitated theunderstanding ofaccounts and buyers,and then we ranhigh-touch, highlypersonalized campaignsfor top targets.The sales developmentteam reports tomarketing, but whatwe’re delivering toreps is meetings andopportunities—not a listof leads.Using this approach,we’ve built a consistentpipeline for the last fouryears. “JASON SEEBAChief Marketing Technologist,BloomReachStep 8Put ABM into ActionMake Use of the Tools and Technologies at Your DisposalIn step 1, you defined responsibilities. Formarketing, this likely included:Serving content and messagesGenerating leadsTracking accountsKeeping sales postedon interactionsThe good news is that you—and your salescolleagues—can call upon plenty of tools tohelp. In fact, according to the SiriusDecisionssurvey, 61 percent of B2B companies saidthey’re planning to invest in technology to helpwith account-based marketing this year.Possible technologies and tools to call upon include:AnalyticsMarketing automationAd servingPersonalizationAccount planningProgressive profilingCustomer advocacy marketingSalesforce automationCustomer intelligenceSocial mediaIn fact, LinkedIn research shows that certaintechnologies can drive deeper relationships withinaccounts and better alignment between marketingand sales. One reason is that they make it easier formarketing and sales to work together, get a commonview of the buyer’s journey, and agree on how to sharpentheir focus on the customer.Whatever tools you use, be sure to work closely withsales to ensure a coordinated approach and consistentmessage across each account.

24 9 STEPS TO AN EFFECTIVE ABM PROGRAMStep 9Measure ImpactWhat’s different in measuring the effectivenessof ABM is how you will analyze it against yourstandard campaigns. That’s because you’ll bereviewing data across a subset of accounts ratherthan across your entire database.You should A/B test and optimize your ABMprogram and campaigns just as you do your othermarketing initiatives. For example, you’ll need totest different content that resonates with differentpersonas within the buying committee.“Digital empowers us to be reallytargeted, resulting in hyper-relevantcontent. So, the objective is to not toget as many downloads as possible.Break yourself of that fixation. Focusinstead on a percentage of yours thatmatch your target account profile.”Here are the five metrics that Jon Miller ofEngagio recommends:1ImpactWhat is the value of marketing’s programs (typicallymeasured by pipeline creation using a multi-touchattribution methodology)? What is the aggregate impacton new pipeline and revenue, as measured by movementthrough a revenue cycle waterfall?2CoverageDo we know the right people to target within the account?3AwarenessOf all the accounts we’re targeting, how many are awareof our company and brand? This can be determine bytraffic to your website and LinkedIn company page,for example.4ReachIf you hold an event, for example, how many of the peoplewho show up at that event are the right people from theright accounts?5EngagementHow much time is the prospect spending with us, whetheron our website, attending a webinar, or at events, etc.?What is the aggregate level of engagement for the account(e.g., web traffic, online interaction, attendance at events,and so on)?Revenue Cycle WaterfallInquiriesMarketing Qualified LeadsSales Accepted LeadsSales Qualified LeadsJOE CHERNOVVP of Marketing,InsightSquaredNew Customers

25 9 STEPS TO AN EFFECTIVE ABM PROGRAMASK THE EXPERTStep 9That said, here’s the time to go big or gohome. This might seem counterintuitive, butit’s better to start with a big list rather than asmall one. If you start small, you can’t run A/Btests and fine-tune your focus. But if you startwith a large list of target accounts and applyABM best practices, you can measure theimpact of your campaigns and then segmentthat big list.From there, you can run A/B tests to seehow your campaigns perform against a moretargeted list and then narrow in on evensmaller lists. This approach lets you figure outthe most effective way to reach, engage, andconvert key stakeholders at each account —the true measure of ABM success.JON MILLERClimbing the ABM Maturity ScaleITSMA outlines three tiers of accountbased marketing:1Lowest level: Programmatic ABM: This software-centricapproach automates ABM-inspired tactics acrosshundreds or even thousands of identified accounts.Programmatic ABM is much less resource intensive forthe marketing organization and can

The B2B Buying Process Is a Team Game FUELING SALES AND MARKETING ALIGNMENT Sources: “The B2B Sales Funnel is Dead—and Here’s the Proof,” Salesforce, 2015; “Rethink the B2B Buyer’s Journey,” LinkedIn, 2016 Top Departments Included in the Typical Buying Decision 32% Information Technology 31% Finance 26% Business Development 23% .

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