Account Based Marketing Framework – ABM Spear’s capabilities cover the entire comprehensive ABM strategy. We can build your ABM program from the ground up, or create custom content, creative assets, and campaigns to help drive existing ABM initiatives.
Our ABM practice draws on the same knowledge and expertise we have gained from years of experience developing and implementing successful demand generation programs for B2B clients. When you work with Spear, you’re working with a partner who has the strategic knowledge, creative resources, and technical expertise to ensure you get the most out of your ABM investment.
Account Based Marketing Framework
As a full-service demand generation agency, Spear Marketing Group provides a full range of ABM-related services including (but not limited to):
Understanding The B2b Content Experience Framework
Most ABM consultants are great with ideas and plans but leave you in the bag when it comes to the content and campaigns you need to run your ABM program. We take your ABM strategy from concept and planning to full-scale implementation and execution, including custom content and campaigns tailored to specific target accounts, personas, and account levels:
The SiriusDecisions Unit Demand Waterfall, Opportunity-based Marketing (OBM) framework is a proprietary B2B demand marketing model that organizes buying groups into stages (eg: target, active, engaged) based on engagement and intent, and focus It informs the ABM strategy. Channels and strategies that match specific KPIs for business phases and goals.
As a planning tool, Spear uses the OBM framework as the foundation for ABM campaigns, ensuring alignment and consensus on audiences, strategies and success metrics based on best practices. Capture the value of account-based campaigns more effectively with an all-in-one account-based framework that features five key features.
The original version of this article, written by Tom Skeers, is published by TOPO, now. Account-based campaigns, historically known as integrated marketing campaigns, have long been an important business-to-business (B2B) sales strategy, but organizations often struggle to capture value because they have a There is a lack of company-wide commitment to mobilize efforts against the key set. of the . Target account. TOPO designed the Everything Account Based (ABE) framework to help companies understand the alignment and commitment needed to succeed with an account-based go-to-market strategy. Download Ebook: The Future of Sales An Introduction to Account Everything Account-based is a personalized marketing coordination, sales development, sales and customer success initiative that drives engagement, and a target of accounts Change of seat. The primary focus is driving the full lifecycle revenue chain from marketing through sales and customer/account management success. As a byproduct, account-based alignment extends throughout the organization, including finance, product development, engineering, and executive teams. The Rise of Account-Based Campaigns Account-based selling has been around since salespeople began selling to large businesses. However, in the early 2000s, the digital marketing revolution (eg, Google AdWords, marketing automation, etc.) shifted the focus of B2B marketing to industrial-strength demand generators capable of generating large numbers of leads. Now the pendulum is swinging back to calculation-based methods. There are three main drivers behind this shift. Increasingly economically advanced sales and marketing organizations have realized that certain account types drive the most attractive customer acquisition cost (CAC) and lifetime value (LTV). Common examples are upmarket moves within a company and/or targeting a specific vertical market. One client, for example, has identified three verticals that make up 80% of their customer install base. Customers in these three segments outperform all other key indicators such as closing rate, annual contract value (ACV) and churn. However, of the 6,000+ leads generated per month through marketing, only 5% (300) fall into this primary vertical. And of the 25 meetings/month prepared by Sales Development Representatives (SDRs), only three or four are with companies in this important industry. To overcome this problem, the company managed to account-based everything. It began by focusing sales development efforts on key verticals and grew from four to 25 meetings per month on target. Demand generation is also more focused; Delivering far fewer leads overall, while generating four times the previous number in key verticals. Market Dynamics Over the past 10 years, measurable revenue growth has been driven by inbound volume and momentum models. However, for many companies, their inbound, volume, and velocity models have peaked and they must now follow a target account-based model to drive growth. At some point, marketing fails to increase the growth rate of inbound lead volume, so these companies must focus their efforts on new (usually upmarket) markets. The volume and speed model could not feed this new market and as a result, they had to move to an account based model. Account-Based Results Proved The modern version of the account-based movement is still young, but early adopters report that the program is producing impressive results, particularly with regard to deal size metrics such as ACV and LTV. For example, a best-in-class account-based program delivers a 75% increase in ACV and a 150% increase in LTV through an account-based upsell campaign. 5 Definitions Definitions Account-based Everything is the coordination of personalized marketing, sales development, sales and customer success efforts to drive engagement, and conversion of a targeted set of accounts. It is determined by five characteristics: 1. Target, high-value accounts The organization is aligned with the ideal customer profile (ICP) definition and focuses all efforts throughout the organization on the ICP account. For example, a growing ad technology company developed its entire revenue strategy to acquire and expand the world’s 50 largest consumer advertising networks. 2. Intelligence and data driven programs/campaigns are the lifeblood of data and intelligence account driven programs. Start by having complete data on the main target account. Account intelligence shared across multiple organizations enables account personalization. 3. Cross-marketing orchestration, sales development, sales and customer support organizations run multi-channel, multi-touch, multi-organization campaigns to drive initial customer acquisition and ultimately sales/cross-selling revenue. 4. A valuable, personalized buyer experience In the volume and velocity model, the incentive for personalization is absent and most marketing and sales templates are used. A high volume of leads allows for a low conversion rate. In account-based marketing, the number of accounts is more limited and the vendor is required to provide buyers with personalized and relevant campaigns. 5. Contemporary High-Effort/High-Frequency Reach The entire organization is committed to continuing high-frequency, touch campaigns with target accounts over time until they become customers. In the volume and velocity model, organizations look at activities in bulk (how many people attended our webinars). In everything on an account basis, organizations plan and monitor the activities of each target account. For example, “Over the next 12 months, we will run a quarterly multi-touch campaign to target accounts with 45 identified stakeholders.” 77 Elements in an All-Account-Based Framework TOPO’s All-Account-Based Framework provides practitioners with a detailed overview of winning strategies and tactics in account-based marketing development, sales development, sales and customer success programs. More details about the categories and elements in the framework are given below. Target accounts In volume and velocity marketing, programs are implemented against market segments where the company’s products are expected to be in demand. The focus is on attracting enough buyers and influencers in this market to fill the company’s demand generation funnel. Based on all accounts, the focus is on engaging named accounts to generate leads, flow, and revenue. The ICP describes the account characteristics that a company wants to attract, retain, and develop. The process begins by defining the ICP, the definition of the typical customer that best matches the company’s revenue and business goals. Identifying ICP criteria drives the creation of target account listings and other key decisions during program implementation, including go-to-market strategy, media planning, recruiting, messaging, gamification, and more. Engaging with key customer-facing stakeholders at this stage results in a more accurate target list and supports stronger organizational alignment. The Ideal Customer Profile (ICP) identifies the common characteristics of accounts where the company has successfully attracted, engaged, closed and retained. Create an ICP from three data sets: Qualitative inputs such as sales team feedback Internal data such as historical data Close/win by account type Account level profitability Customer satisfaction External data such as predictive/analytical data ICP pre-configured Use this input to determine the link between sales, marketing and customer success. If these groups have different definitions of ICP, these differences should be resolved immediately so that the ICP guides all other aspects of the account-based program. Buyer Personas Matching an ICP Within a target account, it is important to identify the main common stakeholder types and create a composite for each. Collectively, called a buyer persona, a buyer’s daily activities, key challenges, career goals, roles in the decision-making process, and other purchase motivations. This exercise also ensures that the resulting lists provide adequate coverage of the target accounts since marketing, SDRs, sales representatives, and customer success managers are involved with multiple stakeholders in each account. Target Account List A well-defined ICP and detailed buyer persona criteria result in a target account list that serves as the foundation for all program activities, all account-based. The list of target accounts includes: Named accounts (new or existing) that the company will use
Product Management Lifecycle Infographic
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