Traditional vs. ABM – Not an Either/Or!

Traditional demand generation is fishing with a net.

Account Based Marketing is fishing with a spear.

You put your content out there and start catching fish. You don’t care what fish you catch, as long as you pull in enough of them every month. You them nature and score them until opportunities come out the other end.

You don’t wait for a target account buyer to wander into your net. You reach out to target accounts directly - going after the big fish only. You don’t get wasteful ‘by-catch’ focusing all your efforts on the prospects you need to reach.

This raises the bar on the quality of your data and the relevance of your marketing. ABM is laser-focused.

Partner ABM Campaign Overview

Reach high-value prospects with a unified joint value prop and consistent marketing/sales methodology to accelerate partner ACV

GOAL

WHY ABM?

ABM surrounds target prospects with a personalized co-branded experience, resulting in dramatically higher engagement and conversion rates

HOW Accelerate and augment partner ABM efforts with Campaign Stars’ turnkey offering for your Partners

It’s All About Growth

Metrics Tracked from 1,000+ ABM Campaigns

20 to 45 % of targeted accounts engaged

22X ROI (Return based upon opportunity creation for annual campaigns)

15 to 25% of targeted accounts

Convert to a Seller conversation

Campaign Stars Clients at a Glance:

5 of the 10 Largest Software Companies in the US

Select Clients

Deliver an End-to-End Personalized Experience

Account and Contact Data / Predictive Sales Intelligence

Content and Creative Emails Sent on Behalf of Sellers

Campaign Management & Reporting

Digital Ads

Chatbots

Survey-based Lead Generation Direct Mail / Gifting

Orchestrated Sales Campaigns

Email Campaigns

#B2BMX

Account Selection Personalized Messaging Personalized MicrositeRelevant Content

Digital

Partner’s Sales Team

Direct Mail

Insights

An Orchestrated Campaign in Action

Benefits of ABM for Partners/Alliances

Efficiency ABM focuses time and resources on accounts most likely to drive revenue

Big wins ABM deal sizes are bigger

Close rates ABM increases the close rates of your toughest deals

Demandbase reports a

285% higher close rate for targeted enterprise accounts, and a 166% higher close rate for mid-market accounts when ABM was used.

Acceleration ABM deals proceed faster

Alignment ABM tightly integrates your revenue teams with your partner’s

Less than 30% of MDF programs align channel sales teams.

Mid-market

Enterprise

40%

35%

ABM by the numbers

How does ABM return on investment (ROI) compared to other marketing initiatives?

The more practical ABM payoff

42% 42%

16%

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+26%

+75%

+7%

Demandbase

97% say ABM had higher ROI than other marketing activities

84% say ABM provided significant benefits to retaining and expanding customer relationships

65% say ABM provided significant benefits to attract new customers

Alterra Group

What your peers have to say

Delivering Results

• Best in-class companies are using all marketing and sales channels

• Multi-channel outreach drives better response, better action

1%

6% 7.6%

8.7%

20%

Email only Direct mail only

Multi-channel marketingDirect mail and email Orchestrated

A Multi-Channel Orchestrated TEAM Sport Email Phone LinkedIn Digital Ad Chatbot Gifting

Month One

5/3/21 5/10/21 5/17/21 5/24/21 5/31/21

Email

Digital Ad

Chatbot

Gifting

Sales Team

BDR

AE

Exec.

Partner / Alliance Program Reporting

Reporting cadence: Your Project Director will walk you through weekly reports on program performance.

Program Snapshot Seller Level Snapshot

Partner ABM Winkits Included Pro - $20K / $60K annual Pro+ - $25K / $70K annual Alliances - $35K / $90K annual Outbound Campaigns

• Pre-built campaign • 5 Touch Email Series • 1 Social Media Ad (creative only,

co-branded with partner) • Seller Scripts (Video, LinkedIn & Phone) • Gifting – Creative & Fulfillment • Creative will be pre-built for a

theme/vertical (for example IoT Threat Detection).

Pro and: • Bespoke campaign (not pre-built)

Pro + and: ● Social Media Ads (creative and ad buy

budget of up to $4,000 Included) ● Bespoke campaign (not pre-built)

Buyer Experience Microsite

• Development of Microsites • Tri-branded with Vendor + Partner + End

Buyer’s logo • Personalization: Standard copy and

images. Header Copy updated with Buyer's Account Name

• Seller Contact Cards (up to 5 sellers) • Assets and Microsite will be pre-built. One

unique asset can be supplied per campaign.

Pro and: • One additional unique asset can be

supplied per campaign.

Pro+ and: ● Two microsite templates developed

(one for each cluster)

Best Practices • TEAM framework • Campaign Management & Reporting

• TEAM framework • Campaign Management & Reporting

• TEAM framework • Campaign Management & Reporting

Data (Contacts and Accounts)

• 300 contacts (Zoominfo) • 500 contacts (Zoominfo) • 1,000 contacts (Zoominfo)

Accounts / Industries / Sellers

• 40 End Customer Accounts/1 Vertical • 5 Sellers

• 40 End Customer Accounts/1 Vertical • 5 Sellers

• 100 End Customer Accounts/2 Clusters • 10 Sellers

Partner ABM Winkit Example: ABM Pro Included Campaign Components Partner’s Role Vendor’s Role

Outbound Campaigns • Pre-built campaign • 5 Touch Email Series • 1 Social Media Ad (creative only, co-branded

with partner) • Seller Scripts (Video, LinkedIn & Phone) • Gifting – Creative & Fulfillment • Creative will be pre-built for a theme/vertical

(for example IoT Threat Detection).

• Lead Follow up: Partner (Seller calling and LinkedIn reach out)

• Launch digital ads with Campaign Stars’ support + ad buy ($3,000 budget suggested)

• Gifting: Budget for up to 20 gifts ($600 suggested)

• Approve copy and creative

• None or approval of creative if desired

Buyer Experience Microsite

• Development of Microsites • Tri-branded with Vendor + Partner + End

Buyer’s logo • Personalization: Standard copy and images.

Header Copy updated with Buyer's Account Name

• Seller Contact Cards (up to 5 sellers) • Assets and Microsite will be pre-built. One

unique asset can be supplied per campaign.

• Approve copy and creative • None or approval of creative if desired

Best Practices • TEAM framework • Campaign Management & Reporting

• Attend weekly project meeting and executive monthly check-ins

• Partner to Supply: MQLs, Opportunities and Closed/Won details

• Optional: Attend weekly project meeting and executive monthly check-ins

Data (Contacts and Accounts)

• 300 contacts (Zoominfo) • Attend a 30-minute data session • None

Accounts and Industries and # of Sellers

• 40 End Customer Accounts/1 Vertical • 5 Sellers

• Partner to supply list of target accounts, domains, and AE associated to each account

• Optional: Vendor to review and agree on account list