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Land Bigger Deals Faster With Account-Based Marketing: Steve Watt

The document discusses account-based marketing (ABM) and provides an overview of an online course on the topic. It covers the three main types of ABM (strategic, lite, and programmatic), common mistakes to avoid like lack of executive alignment and measuring the wrong metrics, and the importance of running a pilot program. The document emphasizes that traditional demand generation is often inefficient and that ABM can help companies access harder to reach markets by "flipping the funnel" and changing how they plan, execute, and measure marketing activities with a focus on specific accounts.

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Sowmya R
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89 views49 pages

Land Bigger Deals Faster With Account-Based Marketing: Steve Watt

The document discusses account-based marketing (ABM) and provides an overview of an online course on the topic. It covers the three main types of ABM (strategic, lite, and programmatic), common mistakes to avoid like lack of executive alignment and measuring the wrong metrics, and the importance of running a pilot program. The document emphasizes that traditional demand generation is often inefficient and that ABM can help companies access harder to reach markets by "flipping the funnel" and changing how they plan, execute, and measure marketing activities with a focus on specific accounts.

Uploaded by

Sowmya R
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Land Bigger Deals Faster with

Account-Based Marketing
Steve Watt
● Chief Revenue Officer at RattleHub

● ABM Advisor at Quarry Integrated Communications

● Co-Founder of the Toronto ABM Summit

● Co-Leader of the Toronto ABM Pioneers Meetup Group

● ABM writer, speaker, advisor

Steve Watt
linkedin.com/in/stevewatt/
@steve_watt1
A Little Red Ferrari

and a BIG Account-Based Marketing Win


100 Accounts
A Clear Understanding of the Buyer
A Quality Experience
An Appealing Incentive
An Easy Way to Engage
A Basic Split Test
Big Results
And Big Learnings Too
Further Testing was Needed
That was the Beginning of My ABM Journey
The Journey Of This Course
Part 1 | SETUP Part 2 | HOW TO Part 3 | APPLY

Lesson 1 Lesson 3 Lesson 5


ABM Foundations Who: Accounts & Optimizing &
Contacts Scaling

Lesson 2 Lesson 4 Lesson 6


Planning Your What: Research, ABM Tools &
Pilot Journeys, Channels Careers
Lesson 1
ABM Foundations
Foundations - Lesson Objectives
1. Learn why conventional B2B sales, marketing, and demand
generation principles and practices often create inefficiencies that
waste time and money, undermine collaboration, and slow growth.

2. Determine which types of ABM are appropriate for your company,


and why a mixture of several may be ideal.

3. Avoid three common and deadly mistakes in building a powerful


ABM capability.
Once upon a time...
Houston, we have a problem
My Definition of ABM
Or More Simply
Three Types of ABM
Three Types of ABM

https://www.itsma.com/research/driving-growth-with-three-types-of-abm/
Many Factors to Consider
Two Thirds of Companies Do Just One
Top Performers Employ a Blended Approach
Avoiding Common Mistakes
Big Mistake #1:
Lack of Executive & Sales Alignment
Have you seen a new initiative fail
to gain traction in your company?

How might it have been different?


Big Mistake #2:
Measuring the Wrong Things
Coverage, Engagement & Impact
Relationships, Reputation & Revenue
Marketing Qualified Accounts
A Wide Variety of Metrics

How many is too many? Maybe roll them up into one accounts score?
ABM Bingo Card
What are your top two or three
marketing metrics today?

How might they lead you astray as


you build and scale ABM?
Big Mistake #3:
Skipping the Pilot
Your ABM Pilot Sandbox

● Big enough to be material; small enough to


be safe

● Focus. Then focus even deeper

● Create an impactful, delightful user


experience

● Do things that don’t scale

● Maximize learning and optimization


opportunities with smart tests
Class #1 - Recapping Today’s Key Points

● ABM can blow open the doors on hard to reach markets (little red Ferrari)

● Traditional “big funnel” demand generation is often inefficient and ineffective

● “Flipping the funnel” changes every aspect of how you plan, execute, and measure

● ABM comes in three essential varieties, and you’ll likely employ more than one

● Executive and sales alignment is vital

● Determining the right ways to measure your ABM program isn’t always straightforward

● It’s important to run a smart pilot (more on that in the next lesson)
Examine the context in which your company operates.

Consider each of the following factors, and perhaps others that you see as important, and assess
“your world” in each.

Assignment #1 Are you likely to achieve the greatest gains with 1:1 Strategic ABM, 1:Few ABM Lite, or 1:Many
Programmatic ABM? Should you employ a combination of two or more approaches? Why?
Your strategic
If you’re already doing ABM, are you approaching it the best way? What may need to change?
foundations
If you’re just getting started, where will you start?

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