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A Blueprint for 
 Account-Based Marketing How Small Companies Can Succeed at ABM

Christine Olivas, VP of Marketing, Lingo Live, @colivas

Christine Olivas VP of Marketing Lingo Live @colivas

“But That’s for Big Companies…” The Truth about ABM for Small & Emerging Businesses

Among Companies Who Have Adopted or Will Adopt ABM,

35% had revenue of more 
 than $1.1 billion

18% had revenue between $101 and $1 billion

45% had revenue less than $100 million

“It’s not a surprise that enterprises are most likely to implement ABM. But the fact that small businesses are outpacing their midsized counterparts is interesting. [Perhaps they are] more agile and daring than established companies and thus quicker to adopt new methods that can help them scale out early growth.” Lora Kratchounova, Scratch Marketing + Media

Activity: Let’s Bust Some More ABM Myths! True or False? Marketers using ABM only target Accounts, not Leads. You can’t do ABM and traditional lead generation at the same time. I have to invest a significant amount of money to switch to ABM. ABM is the same as regular marketing except with a different name. Sales alignment is even more important with ABM.

Activity: Let’s Bust Some More ABM Myths! True or False? ABM primarily involves high-touch tactics (events, direct mail, executive outreach). ABM tackles the challenge of buy in from multiple stakeholders.

If I implement ABM, everything I create has to be account-specific or personalized. ABM is mostly for large companies. Everyone is going to love the adoption of ABM.

“[Large enterprises] might have more employees, resources, and tools at their disposal, but there is one strategy that every business, big and small, can rely on to make a significant impact on revenue goals: account-based marketing (ABM).� Josh Baez, MarketingProfs

Key Takeaways Why ABM Works Well for Small Businesses Quality over Quantity • Makes best use of limited budgets • Allows for deeper customization and penetration

Personal Connection with Prospects • Content and campaigns have deeper resonance • Avoids database “fatigue”

Sales and Marketing Alignment • Fewer handoffs and less friction

Tiered Efforts Still Yield Results • Approach allows for incremental effort AND results

“ABM may have become an over-used buzzword, but ultimately, it simply means finding the right customers for your business and giving them exactly what they need.”

Putting ABM into Practice A Real-World Case Study

Lingo Live Pre-ABM February 2017 “Spray and Pray”

2,000+ Accounts

Digital Saturation

Below-Average Open 
 & Unsubscribe Rates

Too Many End Users

10>1 Ratio in Contact 
 Management System

Lingo Live Post-ABM October 2017 Account-Based Targeting

375 Marketing Qualified Accounts (MQAs)

Multi-Channel Outreach

Consistent Engagement across Customer Lifecycle

Focus on Buying Team

4-5 Engaged Roles 
 per Target Account

Motivate Your Team to Use ABM Find the right marketing style for your company Review Your Sales Cycle • Is it a ‘Complex’ sale – i.e. is it a long sales cycle time? • How many decision makers are involved on the customer side?

Review Your Sales History • Have you lost a deal because someone was not on board? • Have you closed a deal without talking with the person who signed the check?

Address any Hesitations? • What are the long term costs of not switching to ABM?

Get People Excited! • More sales, better alignment & new technology!

“Traditional demand generation is fishing with a net. Account Based Marketing is fishing with a spear.” – Engagio

The 5 Keys to Our Initial ABM Success Just Remember “ACCTS” A – Account Data

C – Campaign Coverage

C– Customization & Content

• Gather insights on the companies you’re reaching

• Make sure you’re reaching out across your sales funnel/ process

• Develop assets that feel specific to the company and/or industry

T - Technology • Have the right tools to reach out easily and effectively

S - Success Measurement • Determine what’s worked and optimize accordingly

A – Account Data Treating Companies like People Beginner • Analyze common qualities of closed deals/happy customers and develop an Ideal Client Profile (ICP)

Intermediate • Do account insights training for your sales team: Glassdoor, Google Alerts, social media, etc.

Advanced • Purchase a tool that provides real-time updates on key company milestones, org charts and company “temperature”

C – Campaign Coverage Connect at Key Points of the “Reverse Funnel” Beginner • Document your customer lifecycle

Intermediate • Implement campaigns designed to address 1-2 key friction points

Advanced • Create outreach programs for every stage of the funnel and automate them

C – Customization & Content Tailor Asset & Message to the Account Beginner • Start with a copy-based insight

Intermediate • Dynamic emails, landing pages and banner ads

Advanced • Account-specific “plays” tailored by account and individual

T – Technology Select & Implement Tools that Work for ABM Beginner • Make sure your CRM is in place and set up properly for ABM

Intermediate • Implement marketing automation that you can use to engage and track your target accounts online and offline

Advanced • Select other ABM and high-touch tools that can be used for account outreach at scale (Terminus, Sendoso, Vidyard, etc.)

S – Success Measurement Select & Implement Tools that Work for ABM Beginner • Leverage the Salesforce Campaign Influence Report

Intermediate • Incorporate MQAs in addition to MQLs/leads

Advanced • Consider a purpose-built Analytics tool to track multi-channel campaign success and quickly identify opportunities for optimization (Pardot Wave)

Questions? Comments?

A Blueprint for Account-Based Marketing  
A Blueprint for Account-Based Marketing