Workshop B2B Marketing Forum 2017: Account Based Marketing - Getting started!

transcript

EXPERIENCES FROM VENDEMORES +150 FORTUNE 2000 CLIENTS AND HOW WE SET IT UP AT CLIMEONCARL BERGLUND - HEAD OF SALES (STEEL INDUSTRY) AT CLIMEONFORMER SALES DIRECTOR/GLOBAL ACCOUNT MANAGER AT VENDEMORE

ABM TO TURN CLIMATE CHANGE AROUND?

carl.berglund@climeon.com@cberglundABM

ClimeonWorld leader in converting low temperature waste heat into electricity

ABM WORKSHOP

Goals:1. Determine if ABM is for you…or not2. If yes…where shall you start?

Agenda

Part 1: Is ABM for you?

Part 2: When to use Account Based Marketing?

Part 3: How to get started?

Part 4: Account Based Marketing - Organization and management

Part 5: Messaging and content

Part 6: KPIs

Part 7: How to go from good to great in ABM?

1. Is ABM for you?

Challenge: How do you reach all the people that make or influence the decision?

How many people influence the decision? How many people know of you?

How many people have you met?

How many people know what you stand for? How many people believe you are the best?

How many people will favour you?

LACK OF ACCESS

• 50+ stakeholders• 1,000,000 EURO +• Change process

• Few stakeholders• Many deals • Small deals

Is ABM for you?

Clients

Potential revenue

Existing revenue

Similar clients

Top 25

Next 50

Next 100

Sales resources

ABM – Named accounts

B2B General marketing

Where to use Account Based Marketing?

1. How many customers do you have in total?

2. How many of those customers represents 80% of the revenue?

Is ABM for you?

1. How penetrated are your top accounts?

1. % of your products/services they have bought?

2. % of potential users?

3. % of all possible regions/countries

2. What would the difference be (in revenue) if the top accounts

went from buying 20% of our portfolio to 40% (per account)?

Is ABM for you?

3 types of ABM

1. Strategic ABM

2. Industry Specific ABM

3. List Based Marketing

3 types of ABM

2. When to use ABM?

Demand generation

Named accounts

Lead Nurturing

MQL/Signups

Demand generationNamed accounts

Sale/Land

Acceleration Contract

SQL/Accepted by sales

Pipeline acceleration

Exploitation

Sale/Expand

Cross selling&

Framework agreements

Defence

Renewals&

Competition

New Clients Existing Clients

When to use ABM?

3. How to get started with ABM?

1. 1-2 top sales people: Who are they in your organization?

2. Which are the top 2-3 offerings that can drive a substantial revenue increase

with the 1-2 top sales people’s top customers?

3. What articles, videos, reference cases, white papers do you have that can help

drive awareness and trust around the additional offerings?

4. How would you blend Account Based…

1. Advertising (Vendemore or similar)

2. Targeted sponsored posts on LinkedIn and/or Twitter and/or Facebook

3. Letters, emails and InMails

How to get started with ABM?

Not covered today?

Agenda

Part 1: Is ABM for you?

Part 2: When to use Account Based Marketing?

Part 3: How to get started?

Part 4: Account Based Marketing - Organization and management

Part 5: Messaging and content

Part 6: KPIs

Part 7: How to go from good to great in ABM?

But remember…

1. Start small2. Make sure to align with sales3. Improve, change and grow