Account Based Marketing - The business context
In B2B businesses, many CEOs lament the misalignment between their sales and marketing functions. This typically results in disjointed efforts delivering a low return on investment (ROI) that demotivates teams.
B2B buying behaviours are changing; these buyers are now more informed, doing up to 70% of their research before even engaging a vendor. As a result, B2B firms need to adopt approaches that are more effective in winning new business. Account Based Marketing provides a more strategic approach for sales and marketing teams. It offers a framework that delivers:
True collaboration and alignment between sales & marketing – collectively working through the customer’s buying journey to convert more qualified leads into sales.
A structured, focused and pro-active approach to sales & marketing with common goals.
More targeted sales & marketing efforts on pre-selected, pre-qualified prospects.
Increased personalisation that encourages deeper engagement and focuses on building relationships along the buying cycle to convert more sales.
Account Based Marketing (ABM) "Flip the Funnel" approach...
Focused on prioritising, engaging and expanding targeted accounts with high revenue potential
Account Based Marketing - The business context
In B2B businesses, many CEOs lament the misalignment between their sales and marketing functions. This typically results in disjointed efforts delivering a low return on investment (ROI) that demotivates teams.
B2B buying behaviours are changing; these buyers are now more informed, doing up to 70% of their research before even engaging a vendor. As a result, B2B firms need to adopt approaches that are more effective in winning new business. Account Based Marketing provides a more strategic approach for sales and marketing teams. It offers a framework that delivers:
True collaboration and alignment between sales & marketing – collectively working through the customer’s buying journey to convert more qualified leads into sales.
A structured, focused and pro-active approach to sales & marketing with common goals.
More targeted sales & marketing efforts on pre-selected, pre-qualified prospects.
Increased personalisation that encourages deeper engagement and focuses on building relationships along the buying cycle to convert more sales.
Account Based Marketing (ABM) "Flip the Funnel" approach...
Focused on prioritising, engaging and expanding targeted accounts with high revenue potential
What do I offer?
I will work with your sales and marketing teams to design, build, pilot and prove an Account Based Marketing approach that works for your business.
This is a project that will be delivered in 6-12 months where I work collaboratively with senior stakeholders of your business for 1-2 days a week, depending on what is already in place in the business. The project is typically delivered in 3 stages:
Initial ABM workshop
to facilitate collaboration between sales & marketing, establish a collective understanding of the buyer journey, define goals & KPIs with a breakdown, identify ideal customer profiles and key target accounts.
ABM planning
to develop a prioritised account-based plan across the 3 tiers of ABM (1:1, 1:few, 1:many) with defined tactics, channels, content and the supporting systems & processes to deliver ABM.
ABM execution
to manage the delivery of the programme by providing relevant tools and templates along with operational support to deliver, analyse and optimise ABM results. To truly align sales & marketing functions by getting them to work together to achieve ABM and business goals.
3 Tiers/ Categories of ABM
Knowledge of your buyer’s business and its challenges
To scale ABM while managing the budgetary and resource constraints a three-tier category model is used for ABM planning
3 Tiers/ Categories of ABM
To scale ABM while managing the budgetary and resource constraints a three-tier category model is used for ABM planning
What do I offer?
I will work with your sales and marketing teams to design, build, pilot and prove an Account Based Marketing approach that works for your business.
This is a project that will be delivered in 6-12 months where I work collaboratively with senior stakeholders of your business for 1-2 days a week, depending on what is already in place in the business. The project is typically delivered in 3 stages:
Initial ABM workshop
to facilitate collaboration between sales & marketing, establish a collective understanding of the buyer journey, define goals & KPIs with a breakdown, identify ideal customer profiles and key target accounts.
ABM planning
to develop a prioritised account-based plan across the 3 tiers of ABM (1:1, 1:few, 1:many) with defined tactics, channels, content and the supporting systems & processes to deliver ABM.
ABM execution
to manage the delivery of the programme by providing relevant tools and templates along with operational support to deliver, analyse and optimise ABM results. To truly align sales & marketing functions by getting them to work together to achieve ABM and business goals.
This approach to Account Based Marketing will enable you to:
Establish ABM goals and KPIs, broken down into account targets that sales & marketing can focus on
Structure a personalised, targeted approach that focuses on acquiring new accounts, increasing recurring revenue from existing accounts and building strong relationships
Develop a plan to deliver a successful ABM programme that creates a sustainable revenue pipeline for the business and increases your ROI
Understand the challenges of different stakeholders in targeted accounts at a deeper level with a combination of sales and marketing intelligence
Develop thought-leading content relevant to your stakeholders in key target accounts
Implement systems and processes to capture better customer-intelligence on key accounts and stakeholders