Transcript
© 2016 Fair Isaac Corporation. Confidential. This presentation is provided for the recipient only and cannot be reproduced or shared without Fair Isaac Corporation’s express consent.
The Nuts and Bolts
Account Based Marketing
David FornelliHead of Social Marketing, Digital Marketing Manager
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STEP
STEP
The 411Account-based marketing (ABM), also known as key account marketing, is a strategic approach to business marketing in which an organization considers and communicates with individual prospect or customer accounts as markets of one. Account based marketing is typically employed in enterprise level sales organizations.
5 STEPS TO ACCOUNT-BASED MARKETING
The Nuts and Bolts
MANAGE
ENGAGE
MEASURE
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Account Identification Considerations
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Account Identification Tools
Account Data• LinkedIn• InsideView• HooVers • Dun & Bradstreet• ReachForce
Account Scoring• Leadspace• MINTIGO• Lattice• EVERSRING
Niche Solutions• BuiltWith• Datanyze• Ghostery
Leveraging the Right Tools for the Right Job
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Account Scoring ModelThe Science Behind The Score
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Account Selection ProcessIdentify High-Value Accounts
Use predictive account score & rep knowledge to select accounts Tiers for target accounts Accounts will be locked for 6
months
WHO TO TARGET CHECKLIST
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Product FitCompetitors’ CustomersStrategic ImportanceIdentify Decision Maker & Influencers
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DECISION MAKER STRATEGY EXAMPLEBasic Campaign Flow
Goal – Identify the Decision Maker
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INFLUENCERS STRATEGY EXAMPLEBasic Campaign Flow
Goal – Identify Influencers
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DEVELOP TARGETED & PERSONALIZED CAMPAIGNS
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Account Based Marketing Funnel Tactical ApproachLeverage different marketing tactics utilizing personalized, consistent messaging
Opt-in Paid programs Social Events
Web Direct mail / survey SDR’s
Retargeting Seminars Roadshows Email Consultations
SDRs Training Demos
© 2016 Fair Isaac Corporation. Confidential. This presentation is provided for the recipient only and cannot be reproduced or shared without Fair Isaac Corporation’s express consent.
Thank You
David FornelliAccount Based Marketing (ABM) Advisor
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