Scribd Logo
Upload

Welcome to Scribd!

  • What Is ABM and Why Should You Care?

    Uploaded by

    Emma Glover
    529 views36 pages
    Drink Digital, Nottingham - 28 July 2022

    Original Title

    What is ABM and Why Should You Care?

    Copyright

    © © All Rights Reserved

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Report this Document
    Drink Digital, Nottingham - 28 July 2022

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    529 views36 pages

    What Is ABM and Why Should You Care?

    Uploaded by

    Emma Glover
    Drink Digital, Nottingham - 28 July 2022

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 36

    What is ABM

    and why should


    you care?
    by Emma Glover
    Ebooks
    White papers
    k es!
    Yi
    Case studies
    ALL THE LEADS (EVEN THE SHIT
    ONES)

    SOME OF THE JUICY


    LEADS

    MQLs (HONEST!)

    SRLs
    (FINALLY)

    (The ones that actually make it)


    But how the heck do we do that?
    ABM
    What is ABM?
    Identifying and targeting a key set of accounts,
    using personalised and highly tailored campaigns
    to generate leads.
    Based on the assumption that B2B buying
    decisions are usually made by a select group of
    people rather than a single person.

    Delivering relevant messaging to the most relevant


    people within a company.
    BECAUSE EVERYONE LOVES A SEXY STAT

    According the recent stats* 80% of


    marketers say AMB outperforms all
    other marketing channels in terms of
    ROI
    Gis an example?
    BRAND A

    Industry: Payments
    Type of business: SaaS
    Goal: sign up 4 major banks by end of 2021
    BRAND A

    Industry: Payments
    Type of business: SaaS
    Goal: sign up 4 major banks by end of 2021
    Over Six Months

    • Social media advertising


    • Blog content
    • Landing pages
    • Organic social content
    • Paid news site placements
    • Direct mail
    6 hot leads
    5 converted
    Value of £3.2million
    (Total spend = £63,000)
    According to Linkedin's own research, it
    takes 6-8 stakeholders in a business to
    make a decision about new software.
    Traditional Ad Targeting ABM Ad Targeting

    Location Location
    Industry Industry
    Job Title Members Skill/Interest
    + Key Account List
    (remarketing)
    Intrigued?
    Here's what you need to get started...
    Complete Sales and
    Marketing Alignment
    (easier said than done!)
    Thorough understanding
    of each account
    (company)
    Personalised, creative
    content
    Investment (Time and
    money)
    Trust (and patience!)
    Should you try ABM?
    Sound familiar?

    The product your marketing is high value and the sales cycle is long
    You’re constantly being told the leads are poor quality
    It’s marketing vs sales, the “team” is non-existent
    Side effects may include

    Hot, pre-qualified leads + stronger pipeline = sales


    SEXY STAT ALERT AGAIN

    When ABM has been in use for at least a


    year, 60% of those using it reported a
    revenue increase of at least 10% & 19%
    reported a revenue impact of 30% or
    greater.
    Key Takeaways

    If your business or client needs hotter leads (quality vs quantity)


    ABM might be the better approach than traditional funnel
    marketing.

    Use Leadfeeder, Hubspot and LinkedIn's Engagement Report for


    smart ABM integration.

    A successful ABM campaign will have personalised content,


    complete Sales buy-in and investment of time and money.
    Let's stay in touch!

    LinkedIn: /emmakglover
    Twitter: @em_victress and @victressdigital
    Facebook: victressdigital
    LinkedIn: victressdigital
    Email: emma@victressdigital.co.uk
    Preferred drink: G&T

    You might also like