Account-Based Marketing 101

Account-Based Advertising101:
Reach BeyondYourWebsite
Presented by:
Mani Iyer, Kwanzoo CEO and Rachel Rocker, Kwanzoo Customer Success
June 25, 2015
Featuring SpecialGuest Speaker:
MikeTelem, MarketoVP Product Marketing

Webinar Objective & Agenda
Primary Objective: Introduce and explore the benefits of account-based
(ABM) advertising programs to influence buyers at target accounts
Agenda for today’s webinar:
What is Account-based Marketing?
Account-based (ABM) Advertising Basics:
- What is Account-Based Advertising?
- Two types of ABM Advertising
- How to Plan, Build & Launch an ABM Program
- ABM vs Other Outbound Marketing programs
ABM Analytics
Intro to Tools for Budgeting & Planning
Summary/Q & A

What is Account-based Marketing?
A Quick Intro to ABM

Account-Based Marketing (ABM)
“Focus on those accounts most likely to
generate revenue.”
Target prospects based on Industry,
Revenue and Named Accounts.

What is Account-Based Marketing?
In one word… it’s
FOCUS

97%
Say ABM had higher ROI than
other marketing activities
82%
Of prospects value content made for
their specific industries
67%Of prospects value content created for
their specific job functions
According to the ITSMA: “ABM delivers the highest Return on
Investment of any B2B marketing strategy or tactic.
Period.”
Account-Based Marketing

Typical ABM Use Case
Targeting groups of
high-yield
organization
Verticals (ex: Finance, Government)
Size (SMB, ENT, Fortune 500)
Targeting groups of
specific named
accounts
Sales Territories (ex: MidWest targets)
Strategic accounts (ex: Top 50 verticals)
Product Usage (ex: using competing products)
Targeting a few very
high-value
enterprises
Top ten Banks (ex: Bank of America, JP Morgan)
Key logos (Ex: Facebook, Google, Coca-cola)

3 Steps to Account-Based Marketing
1. Identify high value accounts
2. Execute targeted campaigns
3. Measure and optimize

Account-Based Marketing on Your Website

Account-Based (ABM) Advertising Basics
An introduction to account-based advertising, what it is, how it works, & more

What is Account-Based (ABM) Advertising?
Increase brand visibility,
influence buyers, and
grow site traffic by
serving display ads only
to users at your B2B
target accounts.
Increase
brand
visibility
Grow
site
traffic
Influence
key
buyers

How ABM Ads Work
1. You provide us a list of target accounts (by account names,
or as a list of key contacts with email addresses).
2. We serve display ads to users at the target accounts (and to
no one else) with pre-set caps on # ads served per user.
3. Users engage with your marketing content/offers and visit
your site.

• kkkk • kkkk
2 Types of Account-Based (ABM) Advertising
Email-BasedABM
(Target account based on
contact data)
IP-BasedABM
(Target accounts based on
company IP blocks)

Account-Based (ABM) Advertising Process Flow
Account Lists from
Your MAP/CRM
Account prioritization (Reach
net new OR accelerate the
pipeline)
IP Address Blocks
(for more reach)
Email Contact ID Lists
(for better precision)
3rd Party IP
Mapping Data
Onboarding of
Email Addresses
Serve ABM Ads
via RTB/DSP

How to Build and Launch ABM Ads
How to Build and LaunchABMAds

Prioritize Your Account Lists
Factors to Consider:
1. Site visits: accounts with lower site visits may need urgent brand boost to
their users. Accounts with higher site visits may indicate an active buying cycle.
2. Products/solutions: Sales may prioritize certain accounts as ripe for
upsell/cross sell of specific solutions.
3. Industry specific needs: Accounts within a specific industry (e.g. financial
services) may be in buying mode to solve regulatory challenges.
4. Pipeline acceleration: Sales may want to target late stage opps with case
studies and ROI calculators in front of key players, to help close deals

Planning your ads (multiple creatives, sizes etc)
Identify what resonates with your audience by testing the following:
1. Multiple Ad Sizes [728 x 90, 160 x 600, 300 x 250]
2. In-banner FormAds vs Smart Banner Ads
3. Different Creatives & Offers/OfferTypes
Test different ad sizes and A/B test multiple creatives within each ad size to
refine the ads served and optimize campaign performance.
In-Banner FormAd [300 x 250] 300 x 250
728 x 90
Smart Banner Ads
[Recommended to run in 3 sizes]

Media buying practices (IP-based ABM)
1. Cap number of users reached per account (mid-market,
enterprise)
2. Cap number of impressions/user (we recommend 15
ads/user/months)
3. Cap total number of ads served across all accounts
4. Buy media against IP address blocks

Plan reporting and metrics
1. Measure site visits by account pre- and post ABM program
2. Measure ads served, engagement, conversions per account
3. Collect any/all activity data (IP address of ads, publisher
domains, org/geo of ads when served)
4. Reports on new accounts reached by month / quarter, users
reached (total, by account) and account coverage (targeted vs
achieved)

Account-Based Advertising vs Other Outbound Marketing
Programs
Outbound marketing via
display is constantly evolving
and includes the 6 current
primary types:
1. Site Retargeting
2. Email Retargeting
3. CRM (or Direct Mail) Retargeting
4. Persona-based Retargeting
5. Predictive Retargeting
6. Account-Based Advertising
(ABM)
Outbound
Marketing
Programs &
Benefits
Engagement
(Nurture)
In-Banner
Form
Conversion
Increase
SiteVisits
Onsite
Form
Conversion
Reach
Target
Accounts
Site Retargeting
Email
Retargeting
CRM
Retargeting
Persona-based
Retargeting
Predictive
Retargeting
Account-Based
Advertising
Primary Benefit Secondary Benefit Account-specific lists N/A

ABM Analytics
Guidelines for ABM Analytics

Reporting for ABM Advertising Campaigns
Report on:
-ads served
-media spend
-site visits
-engagement
by account

For Sales - Measure, Learn & Optimize

Intro toTools for Budgeting & Planning
Planning your account-based advertising campaign budget

PlanningYour ABM Budget
 Calculate budget & estimated ROI
for a single or multiple campaigns
 Account-Based (ABM) Advertising
 Persona-based Ads (if using
additional targeting data)
Click to Download Budget Modeler
Now

Summary,Wrap-Up, & Questions?
Review of what we’ve covered, Q & A, and where to find helpful resources

Summary
During this webinar we covered:
I. A basic introduction to account-based marketing
II. An introduction to account-based (ABM) advertising, what it takes to
build, launch and run a campaign
III. Two major types of account-based advertising campaigns and how
they work
IV. Planning, building and launching ABM programs
V. ABM analytics and reporting
VI. Budgeting and deploying anABM program

Resources
Guides
• Marketo Ebook: Account-Based Marketing
http://www.marketo.com/ebooks/account-based-marketing/
• The Complete Guide to Retargeting [2015 Edition]:
http://www.kwanzoo.com/cms/lp/go/complete-guide-to-retargeting-download-a/
• The Business Case for Retargeting:
http://www.kwanzoo.com/cms/lp/go/business-case-for-retargeting/
One Sheeters and Solution Sheets
• KwanzooOne Sheeter: http://kwanzoo.com/content/Kwanzoo_One_Sheeter.pdf
• Email Retargeting Solution Sheet:
http://www.kwanzoo.com/content/Kwanzoo_Email_Retargeting_Solution_Sheet.pdf
• Account-Based Marketing Solution Sheet:
http://www.kwanzoo.com/content/Kwanzoo_Account_Based_Marketing_Solution_Sheet.pdf

Questions?
For more information, please contact us:
• Phone: +1.408.216.7025
• Email: info@kwanzoo.com
• Website: www.kwanzoo.com
• Find us on Social Media:
 Follow us onTwitter - @kwanzoo and @iyermani
 Connect with us on LinkedIn
• https://www.linkedin.com/in/iyermani [Mani Iyer, CEO]
• https://www.linkedin.com/in/rlrocker [Rachel Rocker, Customer Success]
 Access more resources (including past webinars) on SlideShare
http://www.slideshare.net/kwanzoo
Visit Our
Website

Appendix
Additional resources on account-based marketing tactics, planning and more.

Financial SAP Users High Schools Your Customized
Named Account List
• Mid-West Target Accounts
• Top 50 Retail Accounts
• Key Enterprise Accounts
• Existing Customers
• Prospects using Specific Technology
Identify your Target Accounts

ABM = Focus = Better Resource Utilization = Results
• Identifying high value, target accounts
• Engaging them in every channel
• Analyzing results and optimizing engagements
Generating more qualified leads
Driving attributed revenue
Account-Based Marketing (ABM)

Marketo (Ads)
Higher
Ed
B2B: Enterprise
B2C:
Consumer
Marketing
Competitor
Customers
Lead MGMT for Enterprise
Generate New Customers.
Step-by-Step Guide to Nurture Leads
Marketo.com
Marketing For High Ed
Increase Enrollment & Engagement.
Download Free Report to Learn More.
Marketo.com/Higher-Education

Account-Based Marketing 101

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