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Account-Based Marketing. How to Target and Engage the Companies That Will Grow Your Revenue. Edition No. 1

  • Book
  • 224 Pages
  • April 2019
  • John Wiley and Sons Ltd
  • ID: 5224662

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 In addition to the techniques being outdated, they create friction and distrust between marketing and sales teams.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.

Table of Contents

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

Attribution 130

Three Levels of Measurement 131

Establishing Goals and Incentives 139

Reporting Your Results 143

Chapter 9 Scaling Your ABM Efforts 149

Six Questions to Ask Yourself 150

Your ABM Playbook Is Crucial 155

Five Ways to Find the Budget for ABM 164

Orchestration 167

Chapter 10 Enhancing ABM with Technology 171

Identify Current Gaps 172

The ABM Tech Stack 173

Infrastructure Technologies 173

Account Selection Technologies 176

Engagement Technologies 177

Sales-Enablement Technologies 180

Measurement Technologies 181

Four Considerations to Keep in Mind 183

Take It Step by Step 184

Chapter 11 Guiding ABM Ever Higher 187

The Top Eight Signs that Your ABM Strategy Might Be in Trouble 188

Two Interesting Questions 191

CA Technologies Case Study 193

What’s on the Horizon for ABM 195

Acknowledgements 199

Index 201


Chris Golec Peter Isaacson Jessica Fewless