Account Based Marketing, Your Road To Success

Account Based Marketing

Your Road To Success

Siska Bossuyt

June 2015

MISSION

Enable organisations to understand the voice of the customer, creating a

unique customer experience, so that customers become loyal instead of

indifferent.

Siska Bossuyt

18 years in CRM business

Several Enterprise Sales & Marketing Functions

Founder of Jezzup

Passionate about building a customer-centric organisation

Always on discovery tour, looking for inspiration …

Reality Check

The role of Sales is changing

The Old Buyer

I don’t know your company

I don’t know your customers

I don’t know your products

I don’t know your service record

I don’t know your execs

I don’t know your financial stability

Now, what did you want to sell me?

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The New Buyer

• My team and I have decided to invest in solving a

problem

• I’ve checked out your company’s reputation

• I’ve checked out your product’s reputation

• I’ve checked out your competitors

You’re on my short list;

give me your best deal

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What analysts say ….

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By 2020, 85% of all interactions will be automated …

The digital salesperson is born !

Marketing & Sales are not aligned

Marketing Sales

Opportunities

Buyers/Influencers

Quality

Accounts

Leads

Personas

Quantity

Individuals

Marketing

“We delivered 1,456 MQL’s

this quarter.

+27% above goal !!”

Sales

“Marketing isn’t supporting

us”

Leads aren’t valued …

50%

of marketing generated leads

are never followed up

by sales

The Buyer Journey has changed,

but marketing spend remains the same

© 2015 Copyright Demandbase, Inc. .

MARKETING

There are 40%

more stakeholders

than 4 years ago

How to reach all the people

that make or influence the decision ?

© Vendemore

How to maintain the clients interest ?

© Vendemore

Traditional methods aren’t driving results

We need to take marketing one step further

Focus your marketing efforts

on those accounts most likely to generate revenue

Account Based Marketing

Only if …

Sales & Marketing are

rowing together

In the same direction

For the same goal

4 steps

Identify your top accounts

WHO

Create valuable content

WHAT

Use targeted distribution

platform

WHERE

Measure your efforts on

accounts

CURIOUS TO KNOW MORE ?

LET’S GET IN TOUCH !

[email protected]

Siska Bossuyt

Managing Partner

JEZZUP

[email protected]

@MeetJezzup @SiskaBossuyt

“Be everywhere,

Do everything,

and never fail to astonish

the customer”