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 Program Overview

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

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 SecurityScorecard Partners

It’s All About Growth

Metrics Tracked from 1,000+ ABM Programs

Account Engagement (Targeted contact from the account engaged

with their Content Experience microsite)

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

20 to 45% of targeted accounts

engaged

Campaign Stars Clients at a Glance:

5 of the 10 Largest Software Companies in the US

Select Clients

Average Result

Today’s Customer Experience B2C B2B

VS.

What 2,000 B2B buyers have to say

Don’t waste my time! Engage me on my terms.

Entertain me. Get to know me.

And most importantly, treat me like a real person, not a “high target lead”!

Make sure your solution is a good fit for me. When, where and how

I want to engage.

I like Netflix, not forms.

If I choose to engage, remember me and be

consistent.

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 - Media Spend + Placement Not Included

Included: Ad Copy & Creative

Chatbot - Leverage (if available) Included: CS to Author Playbooks

Survey-based Lead Generation

Recommended, Not Included Direct Mail / Gifting - Recommended, Gifts and

Fulfillment Not Included Included: Creative

Orchestrated Sales Campaigns Included

Email Campaigns Included

How RingCentral gives their buyers an amazing experience!

RingCentral’s first ABM Pilot

Lifecycle ABM for RingCentral

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

Entertain: Account Level Personalization

If three or more assets are consumed,

57% conversion to a call with your seller

New Logo Acquisition Account Level Personalization

Expansion Industry Level Personalization

Expansion Light Personalization

based on Industry

Outbound Campaign

Call Scripts and LinkedIn Outreach Scripts Provided to Partner Sales Team

Paid Ad Copy/Creative Included [LinkedIn + Digital Ad Platform if Available]

Buyer Experience Microsite

Partner Sales Rep. Featured

Partner provides content assets

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

Partner ABM Pro+ Program Summary Included Program Components Owner Outbound Campaigns Channels:

• 5 Touch Email Series (Sent on behalf of) • 1 Social Media Ads (Creative only and co-branded with

SecurityScorecard) • Seller Scripts (Video, LinkedIn & Phone)

• Email: Campaign Stars • Digital Ad Scheduling and Spend: Partner • Digital Ad Creative: Campaign Stars • Seller Scripts: Campaign Stars • Lead Follow up: Partner

Buyer Experience Microsite • Development of Microsites • Co-branded with SecurityScorecard + End Buyer’s logo • Lead seller CTA via a contact card (up to 5) • Personalization: Logo + Header Copy with Account Name

• Development of Microsites: Campaign Stars • Seller CTA: Partner (up to 5 sales team members to supply contact

card information and be the face/follow up of target account) • Microsite Copy/Creative: Campaign Stars (Partner to supply

brand/voice/tone guides)

Best Practices • TEAM framework • Program Management & Reporting (Engagement, MQLs,

Opportunities)

• TEAM framework: Campaign Stars • Program Management: Campaign Stars • Reporting: Campaign Stars • Partner to Supply: MQLs, Opportunities and ACV information

Data (Contacts and Accounts) • 1,000 records (Zoominfo) • 1,000 records: Campaign Stars

Accounts and Industries • 100 Accounts/2 Verticals or Personas • 100 Accounts/1 Vertical - Partner to supply list of target accounts, domains, and AE associated to each account

Duration and Pricing (30-day build up + 90-day campaign)

$55,000

Digital Ads - Recommended Budget for 90-Day Campaign (Not Included) $6,000

Direct Mail / Gifting - Recommended Budget for 90-Day Campaign (Not Included) $2,000