EXPERIENCES FROM VENDEMORES +150 FORTUNE 2000 CLIENTS AND HOW WE SET IT UP AT CLIMEON CARL BERGLUND – SALES MANAGER (STEEL INDUSTRY) AT CLIMEON FORMER SALES DIRECTOR/GLOBAL ACCOUNT MANAGER AT VENDEMORE ABM TO TURN CLIMATE CHANGE AROUND? [email protected]@cberglundABM
33
Embed
Keynote B2B Marketing Forum 2017: Account Based Marketing
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
EXPERIENCES FROM VENDEMORES +150 FORTUNE 2000 CLIENTS AND HOW WE SET IT UP AT CLIMEONCARL BERGLUND – SALES MANAGER (STEEL INDUSTRY) AT CLIMEONFORMER SALES DIRECTOR/GLOBAL ACCOUNT MANAGER AT VENDEMORE
ACCOUNT BASED MARKETING...…is a customized selection of marketing activities to help sales overcome their challenges and to pursue a common goal -> REVENUE
• 10-50 accounts per segment representing +80% of the potential revenue• Focus 40-200 accounts world wide• Example account: Tata Steel, pilot 6-7 units, full site 70 units ->
5 sites = 350 units á 350.000 Euros ->More than 100 Million Euros.
ACCOUNTS AND STAKEHOLDERS (80%)
Target accounts per segment:
1. Marine - 7
2. Steel - 10
3. Cement - 12
4. Power - 30
Stakeholders per account: 2-5 key contacts + 100-150 influencers
One segment / One “top” sales rep / Few target accounts
• Marine: 9 target accounts (first deal to cold acc), 3 more segments now
• Baseline: Vendemore ABM (more ABM components in V2)
• Main challenges: Many buying centers, geographically spread out, big amounts and risks, unproven vendor, unproven technology (lack of access and lack of trust)
-> Focus on “Trust” messaging + influence many people in each account
KEY TAKE AWAYS1. Do you have a complex or transactional sales process…or both?
2. How many of your customers represents 80% of the revenue?
3. Sales & Marketing alignment
4. Start small -> One segment / One top sales rep / Few target accounts
5. Grow ABM in five steps (and don’t stress):1. Vendemore or similar for advertising (start with the top accounts in the top segment)
2. Add segments and complement with LinkedIn and/or Twitter and/or Facebook
3. Add very customized Letters, Emails and InMails
4. Add Freya News or similar for personalizing the website and to enable social sharing at scale (not covered today)
5. Have the senior sales people do Enterprise Social Selling (not covered today) https://www.linkedin.com/pulse/social-selling-b2b-companies-doing-large-deals-engman-