Introducing The Sophisticated Marketer’s Crash Course in Account-Based Marketing

April 27, 2016

Crash Course in Account-Based Marketing

In a traditional B2B marketing setup, it’s marketing’s job to reach the widest possible relevant audience. We attract as many eyeballs as we can, then nurture them to become leads, whittling away the majority of them until only the marketing qualified leads, or MQLs, remain. Then there’s the transactional hand-off to sales. Sales takes over, following up and focusing on key accounts and buying committees.

However, with the rise of marketers adding an account-based marketing strategy to their overall go-to-market strategy, they’re discovering that ABM offers a wildly different approach than their traditional marketing strategies.

Not only are you focusing on a much smaller, more strategic pool of accounts, you’re also shifting from a transactional relationship with sales to being in complete lockstep with sales in everything from account identification to objectives to metrics.

But if done right, strategic ABM can be striking: A recent study from SiriusDecisions found that their ABM clients saw a 20 percent increase in deal size, a more than 200 percent increase in marketing’s contribution to the sales pipeline, and a 30 percent improvement in customer health scores.

Implementing an ABM approach is not done by flipping a switch. Adding ABM to your overall marketing mix is like pivoting from fishing with nets to fishing with harpoons.

This March, LinkedIn Marketing Solutions introduced LinkedIn Account Targeting, a tool to help marketers run ABM marketing campaigns on our platform.

With new technologies emerging, making it easier than ever to adopt and scale the practice, modern account-based marketing is still in the early adoption phase. Most marketers could use a primer on what it is, how to do it effectively, and what best practices to follow.

To help marketers create and refine their own ABM programs, we combined our expertise with advice from over a dozen industry leaders to create The Sophisticated Marketer’s Crash Course in Account-Based Marketing. It’s designed to provide a brief but thorough guide to ABM for marketers and sales professionals, regardless of your skill level or prior experience.

Download the eBook to learn:

  • How sales and marketing can align for horizontal reach across key accounts
  • The nine steps to creating an effective ABM program
  • How expert marketers have succeeded with ABM

For B2B marketers, account based marketing is quickly becoming a must-have component of a successful marketing mix. Download The Sophisticated Marketer’s Crash Course in Account-Based Marketing for the information you need to implement your own successful ABM program.