TMP and Zendesk

01/12/2023 2

“Born out of the frustration I had as a Marketing Director in software 20 years ago, The Marketing Practice will always be focused on providing the

entire toolkit needed to drive business outcomes.”

Clive McNamara, Founder

01/12/2023Group introduction 3

We are still 100% focused on driving business outcomes.

Today we do it for these B2B leaders (and 100+ more).

Supporting you all the way through the funnel (and beyond)

Pursuit

Market share

Growth

Price

Awareness

Engagement

Leads

Opportunities

Pipeline value

Pipeline velocity

Revenue

Deal size

Win rate

Customer growth

Adoption/Consumption

Lifetime value

Brand

strategy

Demand

creation

Demand

capture ABM ABM

Customer

lifecycle

Audience

insight

Outcomes

5

Position for growth

Repositioning and brand

activation to build a platform

for sustainable growth.

Accelerate demand

An account-based

demand engine

to build and then

accelerate pipeline.

Grow the channel

Scaled channel initiatives to

drive growth through and

with the ecosystem.

Grow your top

accounts

Pilot and scale ABM

as a strategic

business initiative.

Transform your

media engine

Specialist B2B expertise to

turbocharge your media

effectiveness.

£39m in revenue in

two years and 6th to 2nd

in brand recognition

$100m pipeline and

5x uplift in pipeline to

revenue conversion rate

+25% growth in

ACV and increased

deal sizes

$62m pipeline in

18 months with

21 partners

5x ROI on revenue

and 19x ROI

on pipeline

The outcomes our clients are asking for now

© The Marketing Practice 2022 6

Our work with Zendesk to date

© The Marketing Practice 2022 7

• Build an ABM at scale (1:Many) program, helping to prove

success of ABM within Zendesk

• Initial focus on the Retail industry to approximately 300

North American enterprise retail accounts

• ABM is new to Zendesk, so education, team alignment, and

a clear plan of action will be key to success

The brief

Zendesk ABM | TMP Approach

© The Marketing Practice 2022 8

Virtual workshops with Sales, Marketing and Product

The work

Zendesk ABM | TMP Approach

Segmentation and prioritization of accounts

Creative concepting & messaging development

Content audits

GTM & buyer journey planning

9

The result A Retail ABM program playbook that acts as a toolkit for execution, including:

Recommended GTM journeys Guidance on personalizing

comms for Sales

Creative concept for the

campaign Messaging strategyDefining ABM for Zendesk Account & Audience Definition

Media strategyContent strategy

Zendesk ABM | TMP Approach

01/12/2023

© The Marketing Practice 2022 10

Appendix- Retail 1:Many ABM Playbook

Thank you

Slide 1: TMP and Zendesk Slide 2: “Born out of the frustration I had as a Marketing Director in software 20 years ago, The Marketing Practice will always be focused on providing the entire toolkit needed to drive business outcomes.” Slide 3: We are still 100% focused on driving business outcomes. Today we do it for these B2B leaders (and 100+ more). Slide 4 Slide 5 Slide 6: Our work with Zendesk to date Slide 7: The brief Slide 8: The work Slide 9: The result Slide 10: Appendix- Retail 1:Many ABM Playbook Slide 11 Slide 12 Slide 13 Slide 14 Slide 15 Slide 16: Thank you