ABM Now Turn-Key Solution
Discover everything you need to launch or expand your ABM program!
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
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
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 Personalized Messaging Personalized Microsite Relevant Content
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
It’s All About Your Growth
Metrics Tracked from 1,000+ ABM Programs
20 to 45 % of targeted accounts will engage
22X ROI (Return based upon opportunity
creation for annual programs)
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
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 marketing Direct mail and email Orchestrated
A Multi-Channel Orchestrated TEAM Sport
ABM Now! Annual Pricing
Included Details
(4) Outbound Campaigns Channels:
• 5 Touch Emails (on behalf of)
• 2 Social media ads (owned and paid)
• Seller Scripts (Video, phone and email)
• 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) • 1,000 records (Zoominfo)
Accounts and Industries • 100 (25 Bespoke and 75 Grouped)
Duration • 90 Days post launch
Investment • $120,000
Thank you!
Building Smarter Pipeline