Free ebook: The Clear & Complete Guide to Account Based Marketing

The Clear & Complete Guide to Account Based Marketing You’ve heard the hype: Account Based Marketing is rapidly becoming the next big thing in B2B marketing. Now it’s time to move beyond the hype: How do you actually implement ABM in your organization? What are the best practices used by top companies? How can you best navigate the rough waters of change management? The Clear & Complete Guide to Account Based Marketing is your guide to solving this problem. Easy to read and loaded with 124 pages of worksheets, charts, and thought leadership from ABM experts, The Clear and Complete Guide to Account Based Marketing normally costs $19.95, but you can download it for free by filling out the form! Check out what you’ll to learn from The Clear and Complete Guide to Account Based Marketing: Part I: From lead-centric to account-centric marketing It’s time to recognize that we’re not marketing and selling to a lead, we’re marketing and selling to an account. Learn what Account Based Marketing is, see why it’s so hot, and understand how it’s different from what’s come before. Part II: The 6 ABM processes Get practical tips and best practices for how to do Account Based Marketing, following our six-step process. Select accounts: Align sales and marketing around a list of target accounts and existing customers that are most likely to deliver revenue. Discover contacts and map to your accounts: Fill out these accounts and buying centers with specific contacts based on your ideal buyer profiles. Develop account insights: Learn as much as you can about each account so that your interactions are always relevant and resonant. Generate account-relevant messages and content: Create or adapt content and messaging that reflects your account insight and is targeted specifically at the buying teams in each account. Deliver account-specific interactions: Manage targeted interactions that are personalized for each account. Orchestrate account-focused plays: Synchronize interactions into coordinated plays that align to account plans and goals. Part III: Metrics: measuring account progress Account-based marketing is a fundamentally different marketing approach that requires fundamentally different metrics. Learn all about the Big Five metrics for ABM: Coverage, Awareness, Engagement, Reach, and Influence. Part IV: Implementing ABM – the road to success Learn how to make ABM work in the real world. It’s about culture and change. And about the people, processes, technologies and attitudes that make ABM programs successful. If your company depends on major, complex, long-cycle deals, this could well be the most important guide you’ll ever read.

Table Of Contents

Contents Introduction 3 Seizing the biggest deals Part I 4 From lead-centric to account-centric marketing Part II 27 The 6 ABM processes 1. Select accounts 29 2. Discover contacts and map to your account 43 3. Develop account insights 47 4. Generate account-relevant messages and content 55 5. Deliver account-specific interactions 62 6. Orchestrate account-focused plays 78 Part III 88 Metrics: measuring account progress 1. Coverage 93 2. Awareness 94 3. Engagement 95 4. Reach 100 5. Influence 101 Part IV 103 Implementing ABM: the road to success Conclusion 119 An idea whose time has come Thank you 121 ABM Experts 122 About Engagio 123

First 3 Pages

The Clear & Complete Guide to Account Based Marketing Everything you need to know about winning the biggest deals Contents Introduction 3 Seizing the biggest deals Part I 4 From lead-centric to account-centric marketing Part II 27 The 6 ABM processes 1. Select accounts 29 2. Discover contacts and map to your account 43 3. Develop account insights 47 4. Generate account-relevant messages and content 55 5. Deliver account-specific interactions 62 6. Orchestrate account-focused plays 78 Part III 88 Metrics: measuring account progress 1. Coverage 93 2. Awareness 94 3. Engagement 95 4. Reach 100 5. Influence 101 Part IV 103 Implementing ABM: the road to success Conclusion 119 An idea whose time has come Thank you 121 ABM Experts 122 About Engagio 123 Introduction Seizing the biggest deals B2B demand generation has almost completely re-invented itself over the last decade. The collision of inbound, content marketing, lead nurturing, marketing automation, analytics, email, search, social media and native advertising has transformed the discipline from a dark art to an increasingly data-driven science. But there’s a problem. All of these tactics and technologies are optimized for a specific kind of deal: higher velocity, lower value deals – the kind that are often driven through by a single buyer. As a result, today’s marketing departments struggle to support the most important deals of all: the long, complex sales that involve many stakeholders, departments and disciplines. The biggest deals. When it comes to helping to land and expand these major deals, today’s marketing teams are seriously handicapped. The Clear & Complete Guide to Account Based Marketing (ABM) is your guide to solving this problem. It will take you, step-by-step, through this fast-emerging discipline, showing you how to align your sales and marketing team around a strategy that’s optimized for the biggest, most important deals. As you’ll see, ABM is not a magic wand. Instead, it’s a powerful combination of people, process and technology that, deployed intelligently, will out-perform every other demand generation initiative in your company. But ABM doesn’t require you to unplug all that you’re doing now and start over. Instead, it’s a complementary strategy that works alongside your existing demand generation processes – sharing resources, data, tools and technologies with them. We’ve seen Account Based Marketing in action across a wide range of companies, and we’re convinced that this is the way virtually all big deals will be won and grown. Those who don’t practice it will lose to those who do. If your company depends on major, complex, long-cycle deals – landing and expanding them systematically, efficiently and measurably – this could well be the most important guide you’ll ever read. Let’s get to work.