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Description:
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Account-based marketing (ABM) is a hot topic with technology marketers,
and for good reason. Early adopters, including Xerox Global Services
and Hewlett-Packard, are reaping tremendous benefits from their ABM initiatives.
ABM, however, is not a hit-or-miss approach. Companies that are serious
about improving demand, positioning, and profitability within target
accounts need a tried-and-true method of implementing ABM.
In this briefing, Bev Burgess and Steve Hurley delve into the specifics
of what you need to do to ensure that your ABM program is a success.
Starting with selecting the right account(s) and conducting the research
that will serve as the cornerstone of your ABM initiative, they outline
ITSMA's entire six-step approach:
- Selecting the Right Account(s)
- Understanding and Analyzing the Account(s)
- Defining and Selecting Plays
- Building a High-Impact Account Marketing Plan
- Executing on the Plan
- Measuring and Refining the Approach
In addition, the briefing includes case study examples from Xerox Global
Services Europe and Hewlett-Packard highlighting the benefits they have
realized through implementing the approach. For instance, Sarah Hauser,
Services Marketing Manager at Xerox Global Services Europe, has been
contacted by an ABM client with a request for more copies of a direct
mail brochure Xerox Global Services designed for that account because
the content was so valuable. Hillary Safer, Director, 1to1 Marketing,
Hewlett-Packard, meanwhile, has seen a 16% average increase in revenues
for target accounts, a 200% average increase in the sales funnel for
target accounts, and a 2-13 times improvement in campaign response rates.
For those just getting started with ABM, Sarah Hauser also addresses how
to launch a pilot ABM program. For those who are further along in their
ABM roll-outs, Hillary Safer provides insight into scaling your ABM initiatives
across the globe. |
