ABM Now Pilot Overview Deck - Partner Co-Sell
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
We drive partner co-sell revenues
Call Scripts and LinkedIn Outreach Scripts Provided to Partner
Sales Team
Paid Ad Copy/Creative Included
[LinkedIn + Digital Ad Platform if Available]
We drive partner co-sell revenues
Partner Sales Rep. Featured
Partner provides content assets
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%
S ig
n if
ic a
n tl
y h
ig h
e r
S o
m e
w h
a t
h ig
h e
r
A b
o v e
t h
e s
a m
e
ITSMA
D e a
l s
iz e
C lo
s e
r a te
V e
lo c
it y
+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
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 Annual ABM Winkits
Product List Includes Add-Ons
Pro + Annual $120,000.00
1. 100 Accounts in one cluster tri-branded (partner logos and end account)
3. Four (4) Campaign Packs (90 Day Campaigns that include email, LinkedIn,
Digital Ads, Seller Scripts and Gifting)
4. Microsite Development
5. Best Practices Pack (TEAM Framework)
6. 2,500 contact records
7. 10 Sellers
1. + 100 accounts in the same cluster:
$30,000
2. Additional Clusters of 100 accounts:
$50,000
3. Managed LinkedIn Ad Support:
$20,000 (excludes ad buy budget
Pro Annual $100,000.00
1. 50 Accounts in one cluster tri-branded (partner logos and end account)
3. Four (4) Campaign Packs (90 Day Campaigns that include email, LinkedIn,
Digital Ads, Seller Scripts and Gifting)
4. Microsite Development
5. Best Practices Pack (TEAM Framework)
6. 2,000 contact records
7. 5 Sellers
1.+ 50 accounts in the same cluster:
$15,000
2. Additional Clusters of 50 accounts:
$20,000
3. Managed LinkedIn Ad Support:
$20,000 (excludes ad buy budget
Partner Quarterly ABM Winkits
Product List Includes Add-Ons
Pro + Pilot $50,000.00
1. 100 Accounts in one cluster tri-branded (partner logos and end account)
3. One (1) Campaign Packs (90 Day Campaigns that include email, LinkedIn,
Digital Ads, Seller Scripts and Gifting)
4. Microsite Development
5. Best Practices Pack (TEAM Framework)
6. 1000 contact records
7. 10 Sellers
1. + 100 accounts in the same cluster:
$10,000
2. Additional Clusters of 100 accounts:
$15,000
3. Managed LinkedIn Ad Support: $5,000
(excludes ad buy budget
Pro Pilot $35,000.00
1. 50 Accounts in one cluster tri-branded (partner logos and end account)
3. One (1) Campaign Packs (90 Day Campaigns that include email, LinkedIn,
Digital Ads, Seller Scripts and Gifting)
4. Microsite Development
5. Best Practices Pack (TEAM Framework)
6. 500 contact records
7. 5 Sellers
1. + 50 accounts in the same cluster:
$5,000
2. Additional Clusters of 50 accounts:
$7,500
3. Managed LinkedIn Ad Support: $5,000
(excludes ad buy budget
Thank you!
Building Smarter Pipeline