Account Based Marketing How to go from pilot to rollout without losing your mind Lisa Skinner Vice President, Marketing July 10, 2018
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Account Based MarketingHow to go from pilot to rollout without losing your mind
Lisa SkinnerVice President, MarketingJuly 10, 2018
AGENDA
● Introduction
● What is ABM and why you should invest
● Key pieces of an effective ABM strategy
● Budget and team
● Tech stack and org buy in
● Tips/Tricks
We help the world’s most powerful brands build deeper relationships with their customers through personalized mobile experiences.
World’s Leading Mobile Engagement Platform
Launched: 2009 | Offices: Boston, San Francisco, London, Berlin | Employees: 114Total Raised: $70M | Last round led by Sapphire Ventures: $35M
Are you ready to dive in?
What is ABM?It’s a strategic approach that coordinates
personalized marketing and sales efforts to open doors and deepen engagement at target accounts.
Individual customer stakeholders who perceived supplier content to be tailored to their specific needs were 40% morewilling to buy from that supplier than stakeholders who didn’t (CEB in Harvard Business Review)
40% +
Personalized Content
Almost 85% of marketers measuring ROI say that ABM outperforms other marketing investments (ITSMA)
85%
ABM & ROI
92% of B2B marketers worldwide say that ABM is “extremely” or “very” important to their overall marketing efforts (SiriusDecisions)
92%
Adopt ABM
On average, a B2B customer will regularly use six different interactionchannels throughout the decision journey (McKinsey)
6Talk to Prospects
Most importantly, companies
with aligned sales and
marketing teams generate
208% more revenue for their
marketing efforts.(M arketing Pro fs)
Key Pieces of an Effective
ABM Strategy
Account Selection
Contact Development
Content Creation
Marketing Channels
Customer Example
Measurement
Start small & get wins early
BUDGET & TEAM
Cross-functional is key
Use what you’ve got
TECHSTACK
Then take it to the next level
It starts at the top
OrgBuy-In
Socialize your success
Just do it!
Iterate, iterate, iterate.
Be aligned with Sales.
Socialize your success - show how you
are making an impact and lead with data.
Be patient! Stay the course! Be tenacious!
IN CONCLUSION
Lisa SkinnerVice President, Marketing at Localytics
@LisaZsj [email protected]
Thank you!
lisadionneskinner
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