Account-Based Marketing

PRAISE FOR Account-Based Marketing: How to Target and Engage the Companies That Will Grow Your Revenue "We've been working on account based strategies for the past few years and this book does a great job of capturing the practical lessons of how to plan for long term success with ABM. Get ready to take notes!"
-Sydney Sloan, Chief Marketing Officer, SalesLoft "There is no one more knowledgeable about ABM than the folks at Demandbase. When you read this book, you're getting the definitive story on ABM."
-Meagen Eisenberg, Chief Marketing Officer, MongoDB "For all the hype around Account-Based Marketing, there isn't a lot of practical, hands on guidance out there. This book changes that-it's an important read for any B2B marketer executing ABM."
-Alison Wagonfeld, Chief Marketing Officer, Google Cloud Does any of the following happen at your company?

If so, this book will help you address and rectify these issues, to ensure you have greater success and make a bigger impact with your marketing strategy!

Chris Golec (www.demandbase.com, Chicago, IL) the founder and CEO of Demandbase, a leader in the white-hot Account-Based Marketing space. Demandbase makes it possible for businesses to deliver personalized ads to people at specific companies across the web, and then help tailor the messages on their website to convert these companies to customers. Peter Isaacson (www.demandbase.com; San Francisco, CA) is the CMO of Demandbase, and has deep experience with international marketing across Europe and Asia. Jessica Fewless (www.demandbase.com; San Francisco, CA) is the Vice President at Demandbase and played a key role in executing Demandbase's Account Based Marketing strategy. Jessica has worked with organizations to build, hone, and measure the success of their ABM strategies, from building the right target account list and understanding the impact of ABM on marketing programs, to selling ABM within an organization and finding budget for the strategy.

Chapter 1 The Sweet Spot 1 Is This Book for You? 3 What Would a World-Class Marketing Strategy Include? 4 Pushback 6 Key Gains of an ABM Strategy 11 How to Make a Smooth Transition into ABM 13 Chapter 2 Building Blocks 15 Organizational Benefits of ABM 15 One Size Never Fits All 17 Data Is at the Core of an ABM Strategy 20 The Six Areas of Faocus for ABM 22 ABM Maturity Model 33 Key Transformations of an ABM Strategy 36 Chapter 3 Getting Buy-In 39 What 1878 Can Teach Us 40 Getting ABM Off the Ground 41 Next Step: Alignment 47 Everyone Will Get to Flex Some New Muscles 51 Your New Compass Heading 53 Chapter 4 Your Target Account List 59 Beginning the List Process 60 Secure Provisional Agreement 64 Update Your List Regularly 65 Begin to Embed the List in Your Systems 66 Segmenting Your Target Account List 67 Set Your Goals 70 Expanding Your Target Account List 70 Customers, Partners, and Your Target Account List 73 The 30-60-90-Day Plan 77 Chapter 5 Attracting Your Target Accounts 79 Marketing Automation Systems 80 Account-Based Advertising 80 Case Study: Progress 85 What About Retargeting? 86 Field Marketing 88 Getting Social 90 Your Event Strategy 90 Webinars 92 Content Marketing 93 Defining Your Initial ABM Attraction Strategy 97 Chapter 6 Boosting Engagement 99 The Net and the Dart 100 Personalize the Message 101 Seven Steps to Phasing in Website Personalization 106 Chapter 7 Converting and Closing 109 Signals and the Buying Journey 110 Heat Maps Deliver Insights 111 On-Page Signals to Watch for 112 The Great Gate Debate 114 Ways to Increase the Likelihood of a Conversion 116 Best Practices for Webinar Conversions 121 Lowering the CTA Bar 123 Case Study: Iron Mountain 124 Closing Accounts 125 Chapter 8 Measuring What Matters 129 Attribution 130 Three Levels of Measurement 131 Establishing Goals and Incentives 139 Reporting Your Results 143 Chapter 9 Scaling Your ABM Efforts 149 Six Questions to Ask Yourself 150 Your ABM Playbook Is Crucial 155 Five Ways to Find the Budget for ABM 164 Orchestration 167 Chapter 10 Enhancing ABM with Technology 171 Identify Current Gaps 172 The ABM Tech Stack 173 Infrastructure Technologies 173 Account Selection Technologies 176 Engagement Technologies 177 Sales-Enablement Technologies 180 Measurement Technologies 181 Four Considerations to Keep in Mind 183 Take It Step by Step 184 Chapter 11 Guiding ABM Ever Higher 187 The Top Eight Signs that Your ABM Strategy Might Be in Trouble 188 Two Interesting Questions 191 CA Technologies Case Study 193 What's on the Horizon for ABM 195 Acknowledgements 199 Index 201