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 Microsite Relevant Content

Digital

Partner’s Sales Team

Direct Mail

Insights

An Orchestrated Campaign in Action

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

Email Phone LinkedIn Digital Ad Chatbot Gifting

Month One

5/3/21 5/10/21 5/17/21 5/24/21 5/31/21

Email

Digital Ad

Chatbot

Gifting

Sales Team

BDR

AE

Exec.

Average Campaign Results

Metric Average Result

Account Engagement (Targeted contact from the account engaged with their

Content Experience microsite).

20 to 45% of targeted accounts engaged

Conversion to Seller Conversations* (Targeted buyer agrees to a call with a seller).

15 to 25% of engaged accounts

Average time spent on the Content

Experience by Known User (Total minutes spent by a buyer on the experience).

2:15

Average number of assets consumed (Average number of assets consumed once a buyer engages

on a content experience).

1.75

ROI (Return based upon opportunity creation for annual

campaigns)

22X

Partner ABM Winkit Example: ABM Pro

Included Campaign Components Partner’s Role Vendor’s Role

Outbound Campaigns Channels:

• 5 Touch Email Series (Sent on behalf of)

• 1 Social Media Ad (creative only, co-branded

with partner)

• Seller Scripts (Video, LinkedIn & Phone)

• Gifting – Creative & Fulfillment

• Lead Follow up: Partner (Seller calling and

LinkedIn reach out)

• Launch digital ads with Campaign Stars’

support + ad buy ($3,000 budget suggested)

• Gifting: Budget for up to 20 gifts ($600

suggested)

• Approve copy and creative

• None or approval of creative if desired

Buyer Experience

Microsite

• Development of Microsites

• Tri-branded with Vendor + Partner + End

Buyer’s logo

• Personalization: Standard copy and images.

Header Copy updated with Buyer's Account

Name

• Seller Contact Cards (up to 5 sellers)

• Assets and Microsite will be pre-built. One

unique asset can be supplied per campaign.

• Approve copy and creative • None or approval of creative if desired

Best Practices • TEAM framework

• Campaign Management & Reporting (MQLs,

Opportunities and Closed Business)

• Attend weekly project meeting and executive

monthly check-ins

• Partner to Supply: MQLs, Opportunities and

Closed/Won details

• Optional: Attend weekly project meeting and

executive monthly check-ins

Data (Contacts and

Accounts)

• 300 contacts (Zoominfo) • Attend a 30-minute data session • None

Accounts and

Industries and # of

Sellers

• 50 End Customer Accounts/1 Vertical

• 5 Sellers

• Partner to supply list of target accounts,

domains, and AE associated to each account

• Optional: Vendor to review and agree on

account list

Partner ABM Winkit Example: Alliances Included Campaign Components Partner’s Role Vendor’s Role

Outbound Campaigns Channels:

• 5 Touch Email Series (Sent on behalf of)

• 1 Social Media Ad (creative and ad buy

budget of up to $5,000 Included)

• Seller Scripts (Video, LinkedIn & Phone)

• Gifting – Sending of a box of chocolates,

cookies or something similar for up to 20

recipients including fulfillment

• Lead Follow up: Partner (Seller calling and

LinkedIn reach out)

• Launch digital ads with Campaign Stars’

support

• Approve copy and creative

• None or approval of creative if desired

Buyer Experience

Microsite

• Development of Microsites

• Tri-branded with Vendor + Partner + End

Buyer’s logo

• Personalization: Logo + Header Copy with

Buyer's Account Name

• Seller Contact Cards

• Approve copy and creative • None or approval of creative if desired

Best Practices • TEAM framework

• Campaign Management & Reporting

(Engagement, MQLs, Opportunities and

Closed/Won)

• Attend weekly project meeting and executive

monthly check-ins

• Partner to Supply: MQLs, Opportunities and

Closed/Won details

• Optional: Attend weekly project meeting and

executive monthly check-ins

Data (Contacts and

Accounts)

• 100 End Customer Accounts/1 Vertical • Attend a 30-minute data session • None

Accounts and

Industries and # of

Sellers

• 100 End Customer Accounts/1 Vertical

• 15 Sellers

• Partner to supply list of target accounts,

domains, and AE associated to each account

• Optional: Vendor to review and agree on

account list

Thank you!

Building Smarter Pipeline