VIDEO 1: B2B MARKETING: ACCOUNT BASED MARKETING
When segmentation does not work for us, maybe account based marketing may help
us..
Defining Account Based Marketing:
- Treating individual accounts as markets in their own right.
- ABM is a structured process for developing and implementing
highly-customized marketing programmes to strategic accounts, partners or
prospects.
- ABM involves taking a deep dive into the business issues facing the target
accounts, mapping them to individuals and tailoring campaigns to address
those issues.
- ABM is by its very nature a long-term programme that demands a
commitment of resources since it can take more than a year to deliver
substantial returns.
- ABM is underpinned by a close analysis of the key business issues facing the
client.
you develop a process for developing a very highly customized marketing
programme: you develop a marketing programme for one account ( select the top
account which you need and then do a deep-dive )
developing marketing campaign
cut down and commit: limited resources
“ ABM is a strategic approach that concentrates marketing and sales resources
against a limited set of customer accounts, treating these accounts as markets in
their own right”
What’s new with ABM?
- The general concept of ABM has been around for 20 years, to focus on a
small number of named accounts
- Now your efforts are scalable, from high-value accounts downwards using
technology to personalize your message.
- ABM tools today allow you to deliver a personalized, relevant experience on
your website.
- Your personalisation will be focused on the full decision- making unit.
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,Roles of marketing and sales
Sales and Marketing engagement
- Hold weekly meetings of marketing campaign performances.
- Discuss lead scoring and routing. Discuss lead quality.
- Agree how you will hand over leads to Sales. (see next)
- Present and validate content design
- Agree with sales on medium (blog, white paper,..)
- Develop your annual content sales and marketing calendar.
- Align on joint metrics.
key account management
different tools as ABC ( ABC is more face to face and in the field )
KAM does not have the ability to go face to face
“ identifies the company’s most important B2B customers and offers them special
treatment, with the goal of building trust and relationship capital in order to protect
and grow long-term revenue and profits.”
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, - For customers that are considered as strategically important.
- The accountmanager (sales) as facilitator and relationship developer.
- The accountmanager with the focus of resolution of customer problems, to
secure the long-term outcome for the supplier.
- The accountmanager extends the pure seller function, and is involved in
information sharing, joint planning and joint coordination.
- The accountmanager is a strategic relationship manager and networks
actively at the account. He has direct access to the top management of the
customer.
- The accountmanager is a generalist and draws on the expertise of other
colleagues. not a specialist!! If they need a specialist, they will find one for that
field.
- The accountmanager writes the account plan to establish how the company
will develop the business relationship.
- (Key) accountmanager may also coordinate sales approach over affiliates and
countries.
KEY ACCOUNT MANAGEMENT ACCOUNT BASED MARKETING
- develop deep insight in the - develop deep insight in the
customer business for sales customer business for Marketing.
- manage DMU contacts - Develop deep personal insight on
- nurture personal customer the DMU.
relationships - Manage personalized campaigns
- manage customer contact for that account: digital, events,..
moments - Focus on high value
- manage opportunities, driven opportunities.
close the deal - Tailoring marketing assets across
- the miller heiman approach accounts.
involves 3 steps - Allocating marketing staff to
- categorizing the different accounts (new. (organizational
contact/roles by their perspective ))
influence on the given
sales cycle use ABM digital platforms such as
Hubspot, Adobe Marketo, Demandbase,
use CRM software such as salesforce,
hubspot, microsoft CRM, oracle CRM
we start from the contacts, going
beyond persona’s → more personal
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, where do we apply ABM
- You will focus on accounts that deserve your effort, and that are ready to buy
- And customers receive a better experience. (if you do your homework).
- You can deliver a personalized message to target accounts, before they
indicate a buying intention.
- You can avoid hunting all contacts that just downloaded a piece of content.
- Marketing and Sales are in sync because Marketing delivers highly qualified
leads only. You and Sales are co-creating on the target accounts.
- Marketing becomes connected to revenu.
ABM is used
- mostly to deeply develop current key accounts
- understanding the customer’s gains and pains. understanding what the
customer really knows about us. engaging the personal contacts in a
more personal way. developing differentiation against competitive
propositions
- but also to win new target accounts
- understanding the customers gains and pains. initiation relationships
with decision makers and influencers. understanding the sales
opportunity. driving and shaping the buying cycle
MICHELIN
1. THE DEEP DIVE
startingpoint
a. interviews, annual reports, press release, competitor analysis, social
listening, proprietary data, linkedIn navigation
b. prioritisation of keu targets, the hook for each account, the creative
message, the channels
2. PERSONA’S developing tailormade messages
a. demonstration of the value of data for one customer
i. Review of the account organisation structure from information of
the public domain.
ii. Identification of key stakeholders
iii. Verification of contacts
3. ACCOUNT MAPPING leverage the message to other target accounts
a. same advantage, different person, so different product for this one
customer
b. strong marketing agency necessary
4. DEVELOPING TAILORMADE MESSAGES
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