Free ebook: The Expert ABM Guide: Insights for The B2B Marketer

EXPERT ABM INSIGHTS FOR THE B2B MARKETER FIND OUT HOW OUR MOST INNOVATIVE CUSTOMERS ARE USING ABM TO DRIVE RESULTS. We’ve pulled together a collection of customer stories, along with Account-Based Marketing best practices, to give you the insights you need to run your own Account-Based Marketing program. You’ll learn how to: Align around a list of accounts Segment your target account list Target and attract the right audiences Engage your target accounts Measure performance across the funnel

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THE EXPERT ABM GUIDE: INSIGHTS FOR THE B2B MARKETER Introduction For the past several years, we’ve been the leading advocates for Account-Based Marketing. And during that time, we’ve created white papers, blogs, eBooks and infographics on everything from the fundamentals of Account-Based Marketing (ABM), to how to execute a high performing ABM strategy. But through our conversations with B2B marketers, we’ve learned that there isn’t one single path that companies can take as they implement ABM. Rather, that every company is different—with their own challenges, goals and technology stacks. So instead of talking more on why ABM is useful for B2B or how to get started—we’d rather show you how leading B2B companies are implementing, executing and measuring ABM. Their stories are packed with best practices, innovative strategies, results and inspiration that can help pave the way for your own ABM plan. Account-Based Marketing is used by B2B marketers to identify and target the accounts they value the most. ABM solutions typically include account-based data and technology to help companies attract, engage, convert and then measure progress against customers and prospects. 92% of companies recognize the value in ABM, going as far as calling it a B2B marketing must-have. (SiriusDecisions) 96% of B2B marketers leveraging ABM report a positive impact on Marketing’s success. (Demand Metric) 71% of B2B organizations interested in adopting ABM are testing or already using it. (Demand Metric) 72% of B2B companies employing ABM plan to increase their ABM efforts over the next 12 months. (Demand Metric) Through these stories, you’ll see how leading B2B organizations have implemented ABM to achieve results across the entire sales and marketing funnel. Align Around a List of Target Accounts Skytap is a public cloud provider that extends enterprise Cloud and DevOps strategies to traditional on-premises applications. Like many B2B companies, Skytap was struggling to deliver high-quality leads, and as a result, their sales and marketing teams were not on the same page. Skytap wanted to go beyond traditional B2B marketing (which focuses on generating a high quantity of leads) and focus on a few select accounts. To achieve their goal, Skytap implemented an ABM strategy, which required them to build a target account list—the companies most valuable to them. Skytap worked closely with key stakeholders from Sales and Marketing to define their list. From there, Sales and Marketing were able to align around a set of key metrics. As a result of their efforts, Skytap saw the following: 40% of their appointments came in from C/VP level within their target accounts MQLs went from 60% conversion to pipe to 78% conversion to pipeline KEY LEARNING: An effective ABM strategy starts with a target account list—the companies with the most potential to your business, which can include customers, prospects, partners or a mix of all three. This requires you to sit down with key stakeholders from your sales team and align over a list of accounts. We are finally utilizing our budgets efficiently—leads we generate are the same that sales is looking for. This is because we aligned on a set of targets to begin with. – CMO, Skytap