This playbook provides the framework to develop an Account-Based Marketing (ABM) strategy for your firm. ABM enables companies to create highly personalized marketing campaigns based on a certain account’s wants, needs, or interests. An ABM strategy helps B2B Professional Services Firms become more focused in their marketing efforts because instead of having to market to thousands of potential accounts, they will have a more concentrated list. This playbook will help you to select target accounts, determine market attractiveness and competitive assets, score accounts based on the market attractiveness and competitive assets, find the best data on your accounts, and finally, divide the accounts into tiers. The result will be a complete ABM strategy to start executing immediately.

1. ABM
Playbook
PLAYBOOK
Marketing

2. © All Rights Reserved 2
Table of Contents
Pages 3 - 9 Pages 10 - 15 Pages 16 - 22 Pages 23 - 44
Playbook Overview Introduction What Your Goals for ABM? Selecting Target Accounts Implement
Pages 45 - 71
Growth
Summary
Playbook Use
Definitions
Traditional Versus Account Based
Marketing Funnel
Going From Traditional Marketing
to ABM
What is the difference/similarities
between ABM and KAM
ABM – The Right Fit for B2B
Professional Service Firms
Benefits of ABM
ABM Goals and Objectives
Objectives Definitions
Account Selection – Target Market
Target Market – Market
Attractiveness & Competitive Assets
Account Selection – Segmentation
Scoring
Account Selection – Data Source
Account Selection – Segment Tiers
Implementation Summary Example
Persona Template
ABM High Level Plays Examples
B2B Buyers Are More Educated
Than Ever
How to Capture Leads Early On?
Sales Triggers
Modifying Provided Triggers
Marketing Channel Categories
Awareness/Consideration/Decision
Integrated ABM Play Example

3. © All Rights Reserved
ABM
Playbook Overview
3
Playbook Overview
Growth
Summary
Playbook Use
Definitions

4. © All Rights Reserved 4
Playbook Overview
GROWTH ACCELERATOR SYSTEM (GAS)
1
Planning
2
Marketing
3
Online
Presence
4
Sales
Product Category
Marketing> Brand Management
The above four building blocks of growth are the foundational elements of
our Growth Accelerator system. They allow us to systematically assess and
optimize various components of growth. Within each of the four blocks
there are 18 different enablers of growth.
Each of these blocks are part of an interconnected ecosystem that
Company Expert leverages with these Playbooks to inject speed, alignment
and accelerated growth into the DNA of your firm –
Our Growth AcceleratorTM
GROWTH ACCELERATOR
2
Marketing
 Insights
 Products
3
Online
Presence
 Insights
 Products
1
Planning
 Insights
 Products
4
Sales
 Insights
 Products
Playbook Overview Introduction What Your Goals for ABM? Selecting Target Accounts Implement

5. © All Rights Reserved 5
Playbook Overview
1 2 3 4 5
Effort
Impact
1
2
3
4
5
Key: 1 Low – 5 High
Highest
Value
Activities
Time to Complete:
4 Weeks
Building Block of Growth:
Marketing
Other Related Enablers of
Growth:
 Online Marketing
 Segmentation Strategy
 Positioning
Impact/Effort Scoring:
Score Summary:
An Account Based Marketing strategy
requires a significant amount of resources
from both a time and commitment
perspective.
This score is based on the positive impact
that ABM can have on your business, and
the modest effort that is needed to do it.
Tool Score
Product Summary:
This playbook provides the framework to develop an
Account Based Marketing (ABM) strategy for your firm.
ABM enables companies to create highly personalized
marketing campaigns based on a certain account’s
wants, needs, or interests. An ABM strategy helps B2B
Professional Services Firms become more focused in
their marketing efforts because instead of having to
market to thousands of potential accounts, they will
have a more concentrated list.
This playbook will help you to select target accounts,
determine market attractiveness and competitive
assets, score accounts based on the market
attractiveness and competitive assets, find the best
data on your accounts, and finally, divide the accounts
into tiers. The result will be a complete ABM strategy to
start executing immediately.
Format:
PowerPoint
Excel
Number of Pages:
71
Playbook Overview Introduction What Your Goals for ABM? Selecting Target Accounts Implement

6. © All Rights Reserved 6
Playbook Overview
An Account Based Marketing strategy allows
b2b professional services firms to spend each
dollar of their budget on key accounts instead
of throughout each stage of the marketing
funnel, resulting in a better ROI.
Using this Playbook helps you develop an ABM
strategy that will work for your firm to
establish deeper connections with current &
future customers.
WHY USE THIS PLAYBOOK? WHO IS THIS PLAYBOOK FOR? HOW TO USE THIS PLAYBOOK
This Playbook is for B2B professional services
firms that want to strengthen their marketing
efforts in order to win clients.
Most sophisticated b2b firms engage in some
type of Account Based Marketing.
Review the guidelines set forth in this
playbook.
After reviewing the playbook, use the
templates provided to develop an Account
Based Marketing program that will work for
your firm.
Tips and strategies
TIP Warning, be careful
KEY
SUMMARY
Help
Playbook Overview Introduction What Your Goals for ABM? Selecting Target Accounts Implement

7. © All Rights Reserved 7
Definitions
Enables companies to create highly personalized marketing campaigns based on a certain account’s wants, needs, or interests. It is
especially beneficial for B2B professional service companies because, instead of having to market to thousands of potential
accounts, they will have a more focused list.
Account Based
Marketing (ABM)
A weighted rating of an account.
Account Score
Ability to compete in the market e.g, quality of your people, technology, expertise, positioning
Competitive
Assets
The various data points you will need to gain a clear understanding of your account landscape. Data comes from all different
sources such as your own data you’ve created (e.g. account score) as well as other data such as revenues and employee count.
Data Source
The use of different marketing channels (e.g. events, email, social media) within a cohesive ABM strategy.
Integrated ABM
An organization focused on B2B marketing and the premier thought leader for Account Based Marketing.
ITSMA
Playbook Overview Introduction What Your Goals for ABM? Selecting Target Accounts Implement

8. © All Rights Reserved 8
Definitions
Having a strategy for your most important customers. KAM gives consistent information to ABM to help update the ideal customer
profile for targeting new customers. Having both ABM and KAM helps embed a culture of deep relationships and personalization
into your professional service firm.
Key Account
Management
(KAM)
A combination of client attributes (geographic, firmographic, behavioral and ideal client) held by several firms that make up a
portion of your target market or all potential buyers.
Market Segment
A weighting of key criteria, such as: market size, market growth, competitive environment, strategic fit for your firm, and pricing
that allows you to compare market segments against one another.
Market Segment
Attractiveness
The ways products and services are made available to prospects and customers. There are a vast amount of marketing channels,
which usually fall under the following categories: advertising, content, email, events, mobile, partners, people, PR, print, search
marketing and social.
Marketing
Channel
An exchange of value between a firm and a customer or prospect. Most often your call-to-action, e.g. Whitepaper download in
exchange for form fill.
Marketing Offer
An account that you have identified as a qualified prospect, potentially an account that you have selected for ABM. Ideally you have
intelligence on this account or will be working to gather intelligence on the account.
Named Accounts
Playbook Overview Introduction What Your Goals for ABM? Selecting Target Accounts Implement

9. © All Rights Reserved 9
Definitions
A time-bound offering or event that helps a sales team successfully sell their product or service. This may be something internal
that is taking place at your customer or prospect. Examples include determining buyer intent, hosting or speaking at an event or
layoffs.
Sales Play
A way to segment prospects based on account coverage. ABM can be done one-to-one, one-to-few, or one-to-many.
Segment Tier
All potential buyers who consider your services.
Target Market
Your ideal prospects or customers and who your marketing strategy is catered towards. You can have multiple target personas and
cater your marketing messages to different personas. An example is the CEO of a Technology Firm.
Target Persona
Playbook Overview Introduction What Your Goals for ABM? Selecting Target Accounts Implement

10. © All Rights Reserved
APPENDIX
License
You Will Be In Good Company With Company Expert
Page 73
Page 74
10

11. © All Rights Reserved
License
11
Except as permitted by any such license, no part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any
means, electronic, mechanical, recording, or otherwise, without the prior written permission of Company Expert. This publication has been written for
information purposes only. Every effort has been made to make this document as complete and accurate as possible. However, there may be mistakes in
typography or content. Also, this document provides information only up to the publishing date. Therefore, this document should be used as a guide - not
as the ultimate source.
The purpose of this publication is to educate. Company Expert does not warrant that the information contained in this document is fully complete and
shall not be responsible for any errors or omissions. The author and publisher shall have neither liability nor responsibility to any person or entity with
respect to any loss or damage caused or alleged to be caused directly or indirectly by this publication.
Any references to company names in sample templates are for demonstration purposes only and are not intended to refer to any actual organization
unless otherwise noted.
This publication is not intended for use as a source of legal or accounting advice. The Publisher wants to stress that the information contained herein may
be subject to varying state and/or local laws or regulations. All users are advised to retain competent counsel to determine what state and/or local laws or
regulations may apply to the user's particular business.
The Purchaser or Reader of this publication assumes responsibility for the use of these materials and information. Adherence to all applicable laws and
regulations, federal, state, and local, governing professional licensing, business practices, advertising, and all other aspects of doing business in the United
States or any other jurisdiction is the sole responsibility of the Purchaser or Reader.

12. © All Rights Reserved
You Will Be In Good Company With Company Expert
12
Our proprietary suite of solutions and technologies are designed to inject speed, knowledge, and accelerated growth into the DNA of B2B Financial
Services, Technology, and Professional Service Firms
The Company Expert Difference
Our Focus Our Experience Our Proprietary Solution Our Execution Capabilities
We specialize in helping small and
mid-sized B2B Financial Services, IT,
and Professional Service Firms with
breakout growth strategies
We have been helping firms grow
since 1997 and each of our Partners
has at least 25 years of experience
creating sustainable growth for
businesses like yours
Proven success by leveraging our
proprietary playbooks, research,
and technology. We systematically
fuel growth through our proven
Growth Accelerator SystemTM (GAS)
Unlike typical consulting firms, we
stay actively involved with you by
providing resources and
management to effectively
implement our recommendation
Company Expert is so confident we can deliver real results for your firm – we will not accept payment if you are not satisfied… WE GUARANTEE IT
Sales Marketing Planning Online Presence
Company Expert
520 Folly Road, Suite 264
Charleston, SC 29412
Phone: 1.800.975.6186
Email: services@companyexpert.com
Website: www.companyexpert.com