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.

It’s how buyers buy and sellers want to sell

of B2B buyers only respond to

“personalized and bespoke” experiences

— Canam Research

Salespeople never talk

about how many leads

they’ve closed.

They talk about how many

accounts they’ve closed.

people now have to formally sign off on each

purchase (CEB), this is 40% larger than it was

2 years ago

5.4

75%

Benefits of ABM

How does ABM return on investment

(ROI) compared to other marketing

initiatives?

The more practical ABM payoff

42% 42%

16%

S ig

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S o

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a t

h ig

h e

r

A b

o v e

t h

e s

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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

About Campaign Stars

Metrics Tracked from 1,000+ Annual

ABM Programs

20 to 45 % of targeted accounts will engage

22X ROI Based upon pipeline build

15 to 25% of targeted accounts

Convert to a Seller conversations

Campaign Stars Clients at a Glance:

5 of the 10

Largest Software Companies in the US

Select Clients

FireEye’s Award Winning Campaign

On plan for

$100M pipeline with 2

people in FY21

5X higher pipeline to

bookings

conversion rate

25% bigger average

deal size

50% of ABM customers

have adopted SaaS

Top program user is

ADR of the Year

Multi-channel Outreach

The anatomy of an evergreen campaign

Pre-build the entire campaign structure(s)

Experiences/Microsites

Define Entitlements by ABM Tier

Marketing Driven, Sales- Owned

Dynamic Evergreen Account Selection

How RingCentral Grew Their Business

ACQUIRE ACCELERATE

The Lifecycle Approach to Account-Based Marketing

EXPAND

Create TOF

Engagement

Set New Demos Accelerate Deals in

Pipe

Revive Stalled

Opportunities Retain More

Customers

Land & Expand Cross-Sell New

Products

Stage

Strategy

Experience

Results

After 12 months

92% Engaged

40% Opportunities

After 3 months

50% Engaged

25% Opportunities

Channels

Significant reduction

In time to opportunity

And deal closure

Personalized account experiences

Sales Rep

Engagement

Owned Social

Targeted Ads

Exec LinkedIn

Outreach

Physical Mail Adam Romanowski

#B2BMX

Account Selection TARGET

Personalized Messaging, Content & Microsites ENGAGE

Best Practices and KPIs MEASURE

Seller Enablement ACTIVATE

Digital

Your Sales Team

Direct Mail

Insights

An Orchestrated Turn-Key Campaign in Action

Deliver an End-to-End Personalized Experience

Account and Contact Data /

Predictive Sales Intelligence Content and Creative

Emails Sent on Behalf

of Sellers

Program Management

& Reporting

Digital Ads

Chatbot

Survey-based

Lead Generation

Direct Mail / Gifting

Orchestrated Sales Campaigns

Included

Email Campaigns

Included

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

ABM Now! Annual Pricing

Included Details

(4) Campaign Packs (Outbound Campaigns) Channels:

• (5) Touch Emails

• (2) Social media ads

• Seller Scripts (Video, LinkedIn, phone and email)

• (1) Physical/Direct mail

Buyer Experience Microsite & Annual License Subscription • Annual software license

• Turn-key development

• Lead seller highlighted

Best Practices • TEAM framework

• Program reviews & reporting

Data (contacts and accounts) + Intent • 5,000 records (Zoominfo)

• One time use of Bombora Company Surge® data per Campaign

Pack

Accounts and Industries • 100 Accounts in a single grouping

Duration • Annual with four 90 Day campaigns

Investment • $140,000

Thank you!

Building Smarter Pipeline