Jul 17, 2015
FredrikSparrmanPartner ManagerVendemore
FredrikaBennison
CMOVendemore
Some of our clients
500+ B2B tech companies in total. 100+ countries, 400+ of the Fortune 1000 companies.
Account Based Marketing
Account Based Marketing
Why are we here today?
Account-Based MarketingHow to align marketing spendwith your largest sales potential?
The future
In 6 years the number of sales people in the US will drop and the sales role change
85% of interactions will be automated… the digital salesperson
Source: Gartner
1. Content Marketing2. Account Based Marketing3. Marketing Automation
18m 4m6 years
Account Based Marketing
The Pipeline Marketing Company
Account Based Marketing
Widespread support for the supplier acrossmy organisation
Organisation is easily accesible
Organisation is easy to buy from
Organisation is willing to collaboratewith other suppliers
Provides the best value for the best price
Flexible in adjustingto unique product needs
Widespread support for the supplier acrossmy organisation
Source: Sales Executive Council researchThe Challenger Sales p. 102
Account Based Marketing
Lack of access
Challenge : How do you reach all the people that make or influence the decision?
Why do we need you?
We know better
ROI?
Expensive
Account Based Marketing
100 %
0 %
Challenge: The customers’ memory is short and unreliablewhich makes relying on internal selling risky
Kn
ow
led
ge r
eten
tio
n
Customer memory
Meeting Day 1 Day 7 Day 30Time
Account Based Marketing
Maintaining influence
100 %
0 %
Cu
sto
mer
att
enti
on
Customer contact during the sales cycle:
COLD CALL MEETING EVENT MEETING PROPOSAL DECISION
Competitive activity
Challenge : How to maintain the clients interest?
VULNERABLE TO COMPETITION
LOST PRIORITY
Account Based Marketing
€
Aligning marketing investment with revenue opportunities
Clients
Potential revenue
Existing revenue
Top 50
Next 50
Next 100
Sales resources
B2B General marketing
Account Based Marketing
Account-Based Marketing
Spray and Pray!
Account Based Marketing
So how do we do it?
Focus
Advertise…Only people working in the organisations you choose.
Account Based Marketing
Advertising, films, social media, articles, white papers aretargeted to the named accounts IP-numbers
Placement
Account Based Marketing
The Pipeline Marketing Company
Media coverage ex from Finland
+1.000.000 websites globally
A few examples locally
29 days with no advertising followed by a 29 days withtargeted advertising, everything else the same.
High engagement- over a long period of time
Account Based Marketing
Account Based Marketing
1. Target
2. Engage
3. Nurture
4. Convert
Engaging otherdepartments in existingclients. IBM growing in marketing.
Account Based Marketing
Survey ads trigger discussions
Account Based Marketing
Content video-ads- Create ”pain awareness”- Testimonials
Account Based Marketing
Blog ad/RSS feed real timemarketing
What messages are important and when…?
Why change? Why with us?Shape ”the world”
• Process specific problems • Industry specific references
• Insights, process specific problems,• Ideal solution (white papers, articles, • 5 typical mistakes, check lists, • visionary videos)
• Industry specific & very relevant references
• Market leadership• Comparison matrix
Account Based Marketing
What kind of messages can and will the buying organisation absorb?
• Problems / Headaches• References from the customer’s own industry• Market leadership• Knowledge (articles, films, infographs)
Account Based Marketing
More info, tips & Best-practice
Account Based Marketing
vendemore.com/content-hub/
Thank you!
Fredrik Sparrman, Partner Manager [email protected]
Fredrika Bennison, Marketing Manager [email protected]