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Buyers have changed the B2B marketing game. Account-Based Marketing For Dummies is here to give you the tools to transform your current approach to find, reach, and engage with your potential customers on their terms to meet their ever-changing demands. Packed with expert tips and step-by-step instructions, this book shows you how to analyze current data to identify the accounts with the biggest ROI opportunities and execute effective, account-specific techniques that get results.
This practical guide takes the intimidation out of account-based marketing in today's highly digitized world. You'll be armed with the knowledge you need to increase your reach in real time, giving you greater exposure to other decision-makers and influencers within an account. You'll discover how, through a combination of marketing technology and online advertising, your messages can be displayed where and when your customers already engage online.
* Align your sales and marketing teams for greater success in your ABM efforts
* Analyze data to identify key accounts
* Target your messages for real-time interaction
* Integrate your campaign with marketing automation software
If you're a member of a sales or marketing team already using a CRM tool who's looking to increase your reach, Account-Based Marketing For Dummies has you covered!
"Account-Based Marketing For Dummies clears away the confusion surrounding this much-hyped topic. It offers simple, direct explanations of what account-based marketing is, why it's important, and how to do it. Any business marketing professional will benefit from a look at this book."- David Raab, Founder at Raab Associates
"If you're reading this book and just getting started with ABM, welcome to the future of what b-to-b marketing can be: insight-led, technology-enabled and, above all, customer focused. Our clients are delighted with the business impact they deliver using account-based marketing, and you will be, too." - Megan Heuer, Vice President and Group Director, SiriusDecisions
"Like a Hollywood agent, marketing's job is to get sales the 'audition,' not the part. Account-based marketing is the key to maximizing the number of the 'right' auditions for your sales team, and Account-Based Marketing For Dummies explains how." - Joe Chernov, VP of Marketing at InsightSquared
"Ever-advancing marketing technology is enabling a new generation of sales and marketing strategies to thrive, changing the playing field for companies of all sizes. This modern wave of account-based marketing has tremendous potential to improve your business, and Sangram Vajre is an insightful and enthusiastic guide to show you how." - Scott Brinker, Author of Hacking Marketing
"Account-based marketing is shifting how businesses use customer insights to capture more upmarket revenue. This book teaches a new wave of data-driven marketers how to embrace an enlightened quality-vs-quantity approach and execute a scalable ABM strategy that delivers real results." - Sean Zinsmeister, Senior Director of Product Marketing, Infer
"The book may be titled '...for dummies', but ABM is proving to be a smart approach for B2B marketers charged with generating sales pipeline and acquiring and delighting customers. Use this book to help you get started and advance your account-based marketing strategies and tactics that will thrill your sales colleagues, executive team and customers alike." Scott Vaughan, CMO, Integrate
Buyers have changed the B2B marketing game. Account-Based Marketing For Dummies is here to give you the tools to transform your current approach to find, reach, and engage with your potential customers on their terms to meet their ever-changing demands. Packed with expert tips and step-by-step instructions, this book shows you how to analyze current data to identify the accounts with the biggest ROI opportunities and execute effective, account-specific techniques that get results.
This practical guide takes the intimidation out of account-based marketing in today's highly digitized world. You'll be armed with the knowledge you need to increase your reach in real time, giving you greater exposure to other decision-makers and influencers within an account. You'll discover how, through a combination of marketing technology and online advertising, your messages can be displayed where and when your customers already engage online.
* Align your sales and marketing teams for greater success in your ABM efforts
* Analyze data to identify key accounts
* Target your messages for real-time interaction
* Integrate your campaign with marketing automation software
If you're a member of a sales or marketing team already using a CRM tool who's looking to increase your reach, Account-Based Marketing For Dummies has you covered!
"Account-Based Marketing For Dummies clears away the confusion surrounding this much-hyped topic. It offers simple, direct explanations of what account-based marketing is, why it's important, and how to do it. Any business marketing professional will benefit from a look at this book."- David Raab, Founder at Raab Associates
"If you're reading this book and just getting started with ABM, welcome to the future of what b-to-b marketing can be: insight-led, technology-enabled and, above all, customer focused. Our clients are delighted with the business impact they deliver using account-based marketing, and you will be, too." - Megan Heuer, Vice President and Group Director, SiriusDecisions
"Like a Hollywood agent, marketing's job is to get sales the 'audition,' not the part. Account-based marketing is the key to maximizing the number of the 'right' auditions for your sales team, and Account-Based Marketing For Dummies explains how." - Joe Chernov, VP of Marketing at InsightSquared
"Ever-advancing marketing technology is enabling a new generation of sales and marketing strategies to thrive, changing the playing field for companies of all sizes. This modern wave of account-based marketing has tremendous potential to improve your business, and Sangram Vajre is an insightful and enthusiastic guide to show you how." - Scott Brinker, Author of Hacking Marketing
"Account-based marketing is shifting how businesses use customer insights to capture more upmarket revenue. This book teaches a new wave of data-driven marketers how to embrace an enlightened quality-vs-quantity approach and execute a scalable ABM strategy that delivers real results." - Sean Zinsmeister, Senior Director of Product Marketing, Infer
"The book may be titled '...for dummies', but ABM is proving to be a smart approach for B2B marketers charged with generating sales pipeline and acquiring and delighting customers. Use this book to help you get started and advance your account-based marketing strategies and tactics that will thrill your sales colleagues, executive team and customers alike." Scott Vaughan, CMO, Integrate
Sangram Vajre has quickly built a reputation as one of the leading minds in B2B marketing. Before co-founding Terminus, a SaaS platform for account-based marketing, Sangram led the marketing team at Salesforce Pardot. He has spoken on the topic of marketing technology around the world and is the mastermind behind #FlipMyFunnel.
Introduction 1
About This Book 2
Foolish Assumptions 2
Icons Used in This Book 4
Beyond the Book 4
Where to Go from Here 5
Part 1: Getting Started with Account-based Marketing 7
Chapter 1: Introducing the Basics of Account-Based Marketing 9
Defining Account-Based Marketing 10
Pouring leads into the funnel 10
Moving away from lead-based marketing 12
Flipping the Funnel 14
Identifying your best-fit contacts 15
Expanding contacts into accounts 16
Engaging accounts on their terms 16
Creating customer advocates 17
Chapter 2: Making the Case for Account-Based Marketing 19
Understanding Why B2B Companies Need Account-Based Marketing 20
Measuring leads is no longer enough 22
Maximizing your marketing efforts 22
Starting the Conversation about ABM 23
Investing your resources the right way 23
Supporting sales productivity 23
Influencing customer sentiment 26
Driving More Revenue from Account-Based Marketing 28
Generating qualified opportunities 29
Closing more new business 29
Preventing customer churn 30
Chapter 3: Aligning Sales and Marketing 31
Setting the Right Marketing Goals 32
Changing the B2B game 33
Creating a message that works for sales 35
Driving Revenue through Teamwork 36
Selling the dream 37
Building your "A" team 38
Renewing the Vows between Marketing and Sales 40
Connecting to marketing 41
Talking to your sales team 41
Setting realistic expectations 42
Playing to your strengths 44
Chapter 4: Selecting Tools 45
Understanding Marketing Technology 46
Determining your MarTech needs 46
Assessing your resources 48
Building a MarTech Stack 48
Defining your digital presence 54
Setting Up Your Platforms 54
Integrating your software 54
Managing ABM tools 56
Tying everything back to an account 57
Types of Marketing Activities 58
Advertising 58
Social 59
Events 59
Direct mail 60
Content 61
Webinars 63
Email 64
Calls 66
Part 2: Identifying Accounts for Marketing 67
Chapter 5: Targeting Your Best-Fit Accounts 69
Focusing on the Right Market 70
Specifying the industry 70
Sizing the company 71
Segmenting by industry and company size 71
Creating an Ideal Customer Profile 72
Determining your ICP 73
Crafting personas 74
Understanding personas' motivations 75
Making a Value Proposition 76
Differentiating value based on roles 76
Tailoring your message 76
Remembering everyone is different 76
Building Your List of Target Accounts 77
Starting with a tiered list of companies 77
Applying your ICP to the company list 78
Laser-focusing on best-fit 80
Prospecting within accounts 80
Chapter 6: Fueling the Account-Based Marketing Engine 81
Managing Your Existing CRM Data 82
Leveraging your customer data 82
Comparing customers with your ICP 84
Figuring out what you can use 84
Obtaining New Data on Target Accounts 84
Gathering the right data 85
Acquiring correct company information 85
Finding the right people in those companies 87
Utilizing predictive analytics 89
Creating New Accounts 91
Completing a full profile 92
Avoiding duplicate accounts 92
Assigning new accounts to owners 94
Protecting Data Quality 95
Profiling your data records 96
Determining whether your data is bad 97
Updating account information 98
Chapter 7: Qualifying Your Target Accounts 99
Gauging Interest 100
Comparing inbound and outbound activities 100
Discovering BANT 100
Asking the right qualification questions 101
Intending to buy 103
Converting Accounts to Opportunities 104
Nurturing or converting 104
Monitoring activities for buying signals 104
Triggering at the right time 105
Communicating with your accounts 106
Qualifying a Revenue Opportunity 106
Examining the account's journey 107
Agreeing on sales-ready opportunities 108
Building a full view of an account 109
Finding multiple opportunities within one account 109
Part 3: Expanding Contacts Into Accounts 111
Chapter 8: Reaching the Right People in Target Accounts 113
Preparing Your Account-Specific Plan 114
Finding the right stakeholders 114
Enabling your champion 117
Pointing out potential detractors 118
Discovering your power sponsor 118
Using Tools for Expansion 119
Selecting the right software 119
Avoiding manual data entry 121
Continuing to expand accounts 121
Adding Contacts to an Account 121
Appending more contact data to accounts 122
Writing out your organizational chart 122
Working with new contacts during the sales process 123
Identifying buying centers 123
Chapter 9: Using Marketing Automation for Your Account Strategy 125
Strategizing Your Expansion Tactics 126
Nurturing for inbound vs outbound 126
Monitoring marketing activities 130
Filtering for the right contacts 131
Advancing from initial touch to account nurture 134
Learning the Fundamentals of Scoring and Grading 135
Scoring based on activities 135
Combining scores for a single account 137
Grading based on best fit 137
Flowing Data Back into Your CRM 138
Integrating your platforms 139
Assigning tasks and follow-up 139
Determining the next steps 140
Chapter 10: Distilling the Key Roles of "Smarketing " 141
Making Sales Your Marketing Team's Number 1 Customer 142
Reestablishing marketing's mission 142
Finding urgency among your accounts 143
Providing air cover throughout the sales process 144
Benefitting from "Smarketing" Alignment 146
Going for your goals together 146
Targeting accounts across all stages 148
Lining up your pipeline 150
Banking on Your Strengths 150
Creating a sustainable process 151
Serving and selling 153
Greasing the wheel to revenue 153
Part 4: Engaging Accounts on Their Terms 155
Chapter 11: Generating Velocity for Sales 157
Accelerating Your Pipeline from Click to Close 158
Launching a pipeline acceleration campaign 158
Executing with your sales team 160
Focusing on the right deals 161
Advancing Opportunities to Closed-Won Deals 163
Nurturing throughout the buying process 164
Selling value, not product features 164
Converting opportunities 165
Growing Revenue Using ABM 166
Creating clear metrics 167
Linking your ABM strategy to revenue 167
Turning opportunities into deals: a case study 168
Chapter 12: Personalizing the Buyer's Channel 171
Mobilizing Your Message 172
Working outside of business hours 172
Networking in-person and online 174
Ensuring your message resonates 176
Advertising on the Right Platforms 177
Building your advertising campaigns 178
Pushing the envelope 181
Changing your message at every stage 183
Automating stage-based advertising for every opportunity 185
Launching form-free 186
Engaging on Social Media 187
Connecting with your contacts 187
Following accounts 189
Sponsoring posts 190
Chapter 13: Developing Content for Campaigns 191
Creating a Content Library 192
Storytelling and its importance 197
Taking an ABM lens to your content 199
Producing content by industry vertical 200
Basing content on personas 201
Humanizing Content 204
Demonstrating thought leadership 205
Addressing wants, needs, and pain points 206
Personalizing your message 207
Developing a brand identity 207
Reaching Through Technology 209
Employing a content strategy 209
Delivering content on the right channel 212
Cross-promoting your content 212
Measuring your content's effectiveness 213
Chapter 14: Executing ABM: A Playbook 215
Centering a Strategy 216
Listing your accounts 218
Progressing accounts to the next stage 219
Planning your tactics and activities 221
Coordinating Your Efforts 231
Strategizing your content 231
Launching advertising campaigns 232
Assigning "smarketing" tasks 233
Ranking Your "Smarketing" Success 235
Winning with new revenue 235
Learning from mistakes and opportunities 236
Brainstorming new ideas 236
Part 5: Turning Customers Into Advocates 237
Chapter 15: Elevating the Buyer to Customer Journey 239
Prospecting to Contacts 240
Furthering opportunities through the pipeline 241
Closing the deal 241
Establishing a Customer Journey 242
Adopting your technology 242
Engaging end-users 244
Continuing education 245
Selling to Existing Customers 245
Landing and expanding accounts 246
Cross-selling in the account 247
Upselling new or upgraded products 248
Chapter 16: Valuing Customer Advocacy 249
The Rising Influence of the Customer Voice 250
Providing customer joy 250
Surprising your clients 251
Establishing relationships 252
Making Your Customers Your Marketers 254
Getting...
| Erscheinungsjahr: | 2016 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Importe, Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Inhalt: | 384 S. |
| ISBN-13: | 9781119224853 |
| ISBN-10: | 1119224853 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: | Vajre, Sangram |
| Hersteller: |
John Wiley & Sons
John Wiley & Sons Inc |
| Verantwortliche Person für die EU: | Wiley-VCH GmbH, Boschstr. 12, D-69469 Weinheim, amartine@wiley-vch.de |
| Maße: | 236 x 187 x 22 mm |
| Von/Mit: | Sangram Vajre |
| Erscheinungsdatum: | 27.05.2016 |
| Gewicht: | 0,522 kg |
Sangram Vajre has quickly built a reputation as one of the leading minds in B2B marketing. Before co-founding Terminus, a SaaS platform for account-based marketing, Sangram led the marketing team at Salesforce Pardot. He has spoken on the topic of marketing technology around the world and is the mastermind behind #FlipMyFunnel.
Introduction 1
About This Book 2
Foolish Assumptions 2
Icons Used in This Book 4
Beyond the Book 4
Where to Go from Here 5
Part 1: Getting Started with Account-based Marketing 7
Chapter 1: Introducing the Basics of Account-Based Marketing 9
Defining Account-Based Marketing 10
Pouring leads into the funnel 10
Moving away from lead-based marketing 12
Flipping the Funnel 14
Identifying your best-fit contacts 15
Expanding contacts into accounts 16
Engaging accounts on their terms 16
Creating customer advocates 17
Chapter 2: Making the Case for Account-Based Marketing 19
Understanding Why B2B Companies Need Account-Based Marketing 20
Measuring leads is no longer enough 22
Maximizing your marketing efforts 22
Starting the Conversation about ABM 23
Investing your resources the right way 23
Supporting sales productivity 23
Influencing customer sentiment 26
Driving More Revenue from Account-Based Marketing 28
Generating qualified opportunities 29
Closing more new business 29
Preventing customer churn 30
Chapter 3: Aligning Sales and Marketing 31
Setting the Right Marketing Goals 32
Changing the B2B game 33
Creating a message that works for sales 35
Driving Revenue through Teamwork 36
Selling the dream 37
Building your "A" team 38
Renewing the Vows between Marketing and Sales 40
Connecting to marketing 41
Talking to your sales team 41
Setting realistic expectations 42
Playing to your strengths 44
Chapter 4: Selecting Tools 45
Understanding Marketing Technology 46
Determining your MarTech needs 46
Assessing your resources 48
Building a MarTech Stack 48
Defining your digital presence 54
Setting Up Your Platforms 54
Integrating your software 54
Managing ABM tools 56
Tying everything back to an account 57
Types of Marketing Activities 58
Advertising 58
Social 59
Events 59
Direct mail 60
Content 61
Webinars 63
Email 64
Calls 66
Part 2: Identifying Accounts for Marketing 67
Chapter 5: Targeting Your Best-Fit Accounts 69
Focusing on the Right Market 70
Specifying the industry 70
Sizing the company 71
Segmenting by industry and company size 71
Creating an Ideal Customer Profile 72
Determining your ICP 73
Crafting personas 74
Understanding personas' motivations 75
Making a Value Proposition 76
Differentiating value based on roles 76
Tailoring your message 76
Remembering everyone is different 76
Building Your List of Target Accounts 77
Starting with a tiered list of companies 77
Applying your ICP to the company list 78
Laser-focusing on best-fit 80
Prospecting within accounts 80
Chapter 6: Fueling the Account-Based Marketing Engine 81
Managing Your Existing CRM Data 82
Leveraging your customer data 82
Comparing customers with your ICP 84
Figuring out what you can use 84
Obtaining New Data on Target Accounts 84
Gathering the right data 85
Acquiring correct company information 85
Finding the right people in those companies 87
Utilizing predictive analytics 89
Creating New Accounts 91
Completing a full profile 92
Avoiding duplicate accounts 92
Assigning new accounts to owners 94
Protecting Data Quality 95
Profiling your data records 96
Determining whether your data is bad 97
Updating account information 98
Chapter 7: Qualifying Your Target Accounts 99
Gauging Interest 100
Comparing inbound and outbound activities 100
Discovering BANT 100
Asking the right qualification questions 101
Intending to buy 103
Converting Accounts to Opportunities 104
Nurturing or converting 104
Monitoring activities for buying signals 104
Triggering at the right time 105
Communicating with your accounts 106
Qualifying a Revenue Opportunity 106
Examining the account's journey 107
Agreeing on sales-ready opportunities 108
Building a full view of an account 109
Finding multiple opportunities within one account 109
Part 3: Expanding Contacts Into Accounts 111
Chapter 8: Reaching the Right People in Target Accounts 113
Preparing Your Account-Specific Plan 114
Finding the right stakeholders 114
Enabling your champion 117
Pointing out potential detractors 118
Discovering your power sponsor 118
Using Tools for Expansion 119
Selecting the right software 119
Avoiding manual data entry 121
Continuing to expand accounts 121
Adding Contacts to an Account 121
Appending more contact data to accounts 122
Writing out your organizational chart 122
Working with new contacts during the sales process 123
Identifying buying centers 123
Chapter 9: Using Marketing Automation for Your Account Strategy 125
Strategizing Your Expansion Tactics 126
Nurturing for inbound vs outbound 126
Monitoring marketing activities 130
Filtering for the right contacts 131
Advancing from initial touch to account nurture 134
Learning the Fundamentals of Scoring and Grading 135
Scoring based on activities 135
Combining scores for a single account 137
Grading based on best fit 137
Flowing Data Back into Your CRM 138
Integrating your platforms 139
Assigning tasks and follow-up 139
Determining the next steps 140
Chapter 10: Distilling the Key Roles of "Smarketing " 141
Making Sales Your Marketing Team's Number 1 Customer 142
Reestablishing marketing's mission 142
Finding urgency among your accounts 143
Providing air cover throughout the sales process 144
Benefitting from "Smarketing" Alignment 146
Going for your goals together 146
Targeting accounts across all stages 148
Lining up your pipeline 150
Banking on Your Strengths 150
Creating a sustainable process 151
Serving and selling 153
Greasing the wheel to revenue 153
Part 4: Engaging Accounts on Their Terms 155
Chapter 11: Generating Velocity for Sales 157
Accelerating Your Pipeline from Click to Close 158
Launching a pipeline acceleration campaign 158
Executing with your sales team 160
Focusing on the right deals 161
Advancing Opportunities to Closed-Won Deals 163
Nurturing throughout the buying process 164
Selling value, not product features 164
Converting opportunities 165
Growing Revenue Using ABM 166
Creating clear metrics 167
Linking your ABM strategy to revenue 167
Turning opportunities into deals: a case study 168
Chapter 12: Personalizing the Buyer's Channel 171
Mobilizing Your Message 172
Working outside of business hours 172
Networking in-person and online 174
Ensuring your message resonates 176
Advertising on the Right Platforms 177
Building your advertising campaigns 178
Pushing the envelope 181
Changing your message at every stage 183
Automating stage-based advertising for every opportunity 185
Launching form-free 186
Engaging on Social Media 187
Connecting with your contacts 187
Following accounts 189
Sponsoring posts 190
Chapter 13: Developing Content for Campaigns 191
Creating a Content Library 192
Storytelling and its importance 197
Taking an ABM lens to your content 199
Producing content by industry vertical 200
Basing content on personas 201
Humanizing Content 204
Demonstrating thought leadership 205
Addressing wants, needs, and pain points 206
Personalizing your message 207
Developing a brand identity 207
Reaching Through Technology 209
Employing a content strategy 209
Delivering content on the right channel 212
Cross-promoting your content 212
Measuring your content's effectiveness 213
Chapter 14: Executing ABM: A Playbook 215
Centering a Strategy 216
Listing your accounts 218
Progressing accounts to the next stage 219
Planning your tactics and activities 221
Coordinating Your Efforts 231
Strategizing your content 231
Launching advertising campaigns 232
Assigning "smarketing" tasks 233
Ranking Your "Smarketing" Success 235
Winning with new revenue 235
Learning from mistakes and opportunities 236
Brainstorming new ideas 236
Part 5: Turning Customers Into Advocates 237
Chapter 15: Elevating the Buyer to Customer Journey 239
Prospecting to Contacts 240
Furthering opportunities through the pipeline 241
Closing the deal 241
Establishing a Customer Journey 242
Adopting your technology 242
Engaging end-users 244
Continuing education 245
Selling to Existing Customers 245
Landing and expanding accounts 246
Cross-selling in the account 247
Upselling new or upgraded products 248
Chapter 16: Valuing Customer Advocacy 249
The Rising Influence of the Customer Voice 250
Providing customer joy 250
Surprising your clients 251
Establishing relationships 252
Making Your Customers Your Marketers 254
Getting...
| Erscheinungsjahr: | 2016 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Importe, Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Inhalt: | 384 S. |
| ISBN-13: | 9781119224853 |
| ISBN-10: | 1119224853 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: | Vajre, Sangram |
| Hersteller: |
John Wiley & Sons
John Wiley & Sons Inc |
| Verantwortliche Person für die EU: | Wiley-VCH GmbH, Boschstr. 12, D-69469 Weinheim, amartine@wiley-vch.de |
| Maße: | 236 x 187 x 22 mm |
| Von/Mit: | Sangram Vajre |
| Erscheinungsdatum: | 27.05.2016 |
| Gewicht: | 0,522 kg |
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