Account-Based Marketing

Account-Based Marketing is changing the discipline of marketing--Why?

Business-to-business (B2B) companies spend $40 Billion on marketing each year, and they embrace tech-driven innovations, yet the traditional model for lead generation has not changed for decades. Why? In addition to the techniques being outdated, they create friction and distrust between marketing and sales teams. ABM has quickly gained traction with leading B2B companies because it aligns sales and marketing teams around the accounts that will have the most business impact. Instead of chasing a large volume of lower-quality, generic leads, ABM helps sales and marketing professionals coordinate their efforts against a specific set of target accounts.

Despite the clear advantages of ABM, there continues to be much confusion around just how to implement it. Written by the leaders behind the successful marketing firm Demandbase, Account-Based Marketing explains how to execute a world-class ABM strategy from start to finish.

• Find out exactly how highly successful B2B companies are using Account-Based Marketing to grow their customer base

• Develop an effective strategy to adapt ABM principles for your own organization with its own unique needs

• Integrate your sales and marketing processes into an efficient, cohesive workflow

• Locate and attract the ideal clients for your business to increase revenue and open up new opportunities

From building the right target account list and understanding the impact of ABM on marketing programs, to selling ABM within an organization and finding budget for the strategy, you'll find it all in this authoritative guide.

Autorentext

Chris Golec (www.demandbase.com, Chicago, IL) the founder and CEO of Demandbase, a leader in the white-hot Account-Based Marketing space. Demandbase makes it possible for businesses to deliver personalized ads to people at specific companies across the web, and then help tailor the messages on their website to convert these companies to customers.

Peter Isaacson (www.demandbase.com; San Francisco, CA) is the CMO of Demandbase, and has deep experience with international marketing across Europe and Asia.

Jessica Fewless (www.demandbase.com; San Francisco, CA) is the Vice President at Demandbase and played a key role in executing Demandbase's Account Based Marketing strategy. Jessica has worked with organizations to build, hone, and measure the success of their ABM strategies, from building the right target account list and understanding the impact of ABM on marketing programs, to selling ABM within an organization and finding budget for the strategy.

Klappentext

PRAISE FOR Account-Based Marketing: How to Target and Engage the Companies That Will Grow Your Revenue

"We've been working on account based strategies for the past few years and this book does a great job of capturing the practical lessons of how to plan for long term success with ABM. Get ready to take notes!"
Sydney Sloan, Chief Marketing Officer, SalesLoft

"There is no one more knowledgeable about ABM than the folks at Demandbase. When you read this book, you're getting the definitive story on ABM."
Meagen Eisenberg, Chief Marketing Officer, MongoDB

"For all the hype around Account-Based Marketing, there isn't a lot of practical, hands on guidance out there. This book changes thatit's an important read for any B2B marketer executing ABM."
Alison Wagonfeld, Chief Marketing Officer, Google Cloud

Does any of the following happen at your company?

• Your Marketing and Sales teams are not aligned and don't collaborate to target the highest-value prospects and customers.
• You have a hard time proving the ROI on your marketing investments and programs.
• Marketing has trouble providing enough highly qualified leads to Sales.
• You have a one-size-fits-all website, leading to high bounce rates and low conversions.
• You're still focused on vanity marketing metricsleads, website visits, downloadsbecause you can't prove marketing's impact further down the funnel.
  If so, this book will help you address and rectify these issues, to ensure you have greater success and make a bigger impact with your marketing strategy!

Zusammenfassung

Account-Based Marketing is changing the discipline of marketingWhy?

Business-to-business (B2B) companies spend $40 Billion on marketing each year, and they embrace tech-driven innovations, yet the traditional model for lead generation has not changed for decades. Why? In addition to the techniques being outdated, they create friction and distrust between marketing and sales teams. ABM has quickly gained traction with leading B2B companies because it aligns sales and marketing teams around the accounts that will have the most business impact. Instead of chasing a large volume of lower-quality, generic leads, ABM helps sales and marketing professionals coordinate their efforts against a specific set of target accounts.

Despite the clear advantages of ABM, there continues to be much confusion around just how to implement it. Written by the leaders behind the successful marketing firm Demandbase, Account-Based Marketing explains how to execute a world-class ABM strategy from start to finish.

• Find out exactly how highly successful B2B companies are using Account-Based Marketing to grow their customer base
• Develop an effective strategy to adapt ABM principles for your own organization with its own unique needs
• Integrate your sales and marketing processes into an efficient, cohesive workflow
• Locate and attract the ideal clients for your business to increase revenue and open up new opportunities
  From building the right target account list and understanding the impact of ABM on marketing programs, to selling ABM within an organization and finding budget for the strategy, you'll find it all in this authoritative guide.

Inhalt

Chapter 1 The Sweet Spot 1

Is This Book for You? 3

What Would a World-Class Marketing Strategy Include? 4

Pushback 6

Key Gains of an ABM Strategy 11

How to Make a Smooth Transition into ABM 13

Chapter 2 Building Blocks 15

Organizational Benefits of ABM 15

One Size Never Fits All 17

Data Is at the Core of an ABM Strategy 20

The Six Areas of Faocus for ABM 22

ABM Maturity Model 33

Key Transformations of an ABM Strategy 36

Chapter 3 Getting Buy-In 39

What 1878 Can Teach Us 40

Getting ABM Off the Ground 41

Next Step: Alignment 47

Everyone Will Get to Flex Some New Muscles 51

Your New Compass Heading 53

Chapter 4 Your Target Account List 59

Beginning the List Process 60

Secure Provisional Agreement 64

Update Your List Regularly 65

Begin to Embed the List in Your Systems 66

Segmenting Your Target Account List 67

Set Your Goals 70

Expanding Your Target Account List 70

Customers, Partners, and Your Target Account List 73

The 30-60-90-Day Plan 77

Chapter 5 Attracting Your Target Accounts 79

Marketing Automation Systems 80

Account-Based Advertising 80

Case Study: Progress 85

What About Retargeting? 86

Field Marketing 88

Getting Social 90

Your Event Strategy 90

Webinars 92

Content Marketing 93

Defining Your Initial ABM Attraction Strategy 97

Chapter 6 Boosting Engagement 99

The Net and the Dart 100

Personalize the Message 101

Seven Steps to Phasing in Website Personalization 106

Chapter 7 Converting and Closing 109

Signals and the Buying Journey 110

Heat Maps Deliver Insights 111

On-Page Signals to Watch for 112

The Great Gate Debate 114

Ways to Increase the Likelihood of a Conversion 116

Best Practices for Webinar Conversions 121

Lowering the CTA Bar 123

Case Study: Iron Mountain 124

Closing Accounts 125

Chapter 8 Measuring What Matters 129

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