CREATING AN ACCOUNT-CENTRICMINDSET WITH ABM

ANOL BHATTACHARYA | GETITCOMMS

marketing solution

for technology companies

ACCOUNT BASED MARKETING

technologytool-set / application

marketing strategyframework

is ABM right for me?

Why ABM?

82% of B2B website visitors are not potential customers

* Source : Marketing Sherpa, DemandBase

79% of marketing leads never convert into sales

5.4 people now have to formally sign off procurement. 40% growth in 2 years

ABM Framework

1. Account Selection

2. Account Strategy

3. Content Strategy

4. Activation and Nurturing

5. Measurement and Optimization

Account Selection

Manual selection between marketing and sales

Account Selection

PRIO

RIT

Y

Manual selection between marketing and sales

‘Look alike’ Selection

Predictive Selection

Rules-based segmentation in marketing automation

Account Analysis

Covering Buying Centre

Data Gap Identification

Data Augmentation

Touchpoint Map

LinkedInSponsoredAds&InMail

Client’s ExistingMailing Database

1

MarketingAutomation+CMS

Gated Content Non-Gated Content

LandingPagewithtopofthefunnelcontent(e.gIDCDecisionScapeReport)

Top of the Funnel Lead

Database

2nd Touch DatabaseLead Score FilterBased on:• Designation• Content Engagement

2

Middle of the Funnel Non-Gated Content

(Tracked through Marketing Automation)

F2F Engagement / Event RSVP

F2FEngagement/Event: e.g. IDCBreakfast Briefing /Roundtable / Webinar

3rd Touch Database

Lead Score Filter + Segmentation by• Geo-location• Industry• Persona34

Retargeting

Content Strategy

Personalized ContentBeyond Hi <first name>

ContentMapped to

Prospect’s Persona

Firmography

Channel

Buying Journey Stage

Financial Decision Maker, Influencer, etc.

Industry, Size, Geo-Location

Top of the Funnel, Competitive Learning etc.

eDM, Blogpost, LinkedIn etc.

Content Strategy

Content Audit

Content Strategy

Activation and Nurturing

LinkedIn InMail, DSU

Account-Based Advertising

eDM Campaigns

Activation and NurturingLead Scoring

Match / Fit

Data Completion

Engagement

Measurement and Optimization

1. Engagement

2. Marketing Qualified Leads

3. Sales Qualified Leads

4. Funnel Velocity

5. Close Rates

6. Retention and Upsell

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