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DAN – can we add the ZoomInfo logo to this and 
make the header image that you created take up 
this entire slide and include the following copy on it 
in addition to what you already have?: 
www.zoominfo.com 
Ned Leutz, Data Expert 
Ned Leutz, Data Expert 
www.zoominfo.com 
www.zoominfo.com
Your Targeted Buyers. Found. 
www.zoominfo.com
www.zoominfo.com 
About Ned Leutz 
• Data expert at ZoomInfo for 5 years 
• Works with top clients to support 
their ABM strategies 
• Die hard Boston sports fan
www.zoominfo.com 
1. Have a question? Ask us on 
Twitter using #zoominfoABM 
2. All attendees will receive a 
free copy of the slide deck 
FAQs
www.zoominfo.com 
Agenda
Account Based Marketing (ABM) 
The focus of aligning sales and marketing efforts on 
the accounts most likely to generate revenue or 
meet other strategic goals 
www.zoominfo.com
www.zoominfo.com 
STEPS TO BUILDING AN 
ABM STRATEGY 
Identification 
Message Definition 
Channels
Identifying Who to Target 
www.zoominfo.com
Defining Personalized Messaging 
www.zoominfo.com 
Map content to your buyer 
personas and different 
stages in the funnel 
Awareness 
Consideration 
Education 
Purchase
Determining Channels 
www.zoominfo.com
Executing the Strategy 
www.zoominfo.com
Sales & Marketing Alignment 
B2B organizations with 
tightly aligned sales and 
marketing operations 
achieved 24% faster 
three-year revenue 
growth, and 27% faster 
three-year profit growth. 
www.zoominfo.com 
(Source: SiriusDecisions)
www.zoominfo.com 
Data Resources 
o Where do you get 
the names? 
oHow do I understand my 
existing data?
www.zoominfo.com 
Data Analysis
www.zoominfo.com 
Budget Alignment
Sales Enablement Tools 
Marketing needs 
to support sales 
initiatives 
www.zoominfo.com
www.zoominfo.com 
Measurement 
• CRM 
• Marketing Automation 
• Web Analytics 
• Personalization Software 
• Business Intelligence Software
www.zoominfo.com 
KEY BENEFITS
Increased Revenue 
• 67% of people find content targeted 
to their job function valuable (Source: 
Marketing Sherpa) 
• Leads who are nurtured with targeted 
content produce a 20% increase in 
sales opportunities (Source: 
DemandGen) 
• Personalized emails improve click-through 
rates by 14% and conversion 
rates by 10% (Source: Aberdeen) 
www.zoominfo.com
Increased Revenue 
www.zoominfo.com
Shorter Sales Cycle 
Eliminate companies 
that aren’t a good fit 
from your funnel 
Align your product 
with customers’ 
needs 
www.zoominfo.com
Expanded Deal Size & More Sales 
Correlate your ABM strategy directly with a 
business objective 
www.zoominfo.com
www.zoominfo.com 
CASE STUDY
www.zoominfo.com 
Challenge 
• Hard time identifying 
IBM resellers in 
North America 
• Lack of centralized 
data set 
• Spending too much 
time researching
www.zoominfo.com 
Solution 
ZoomInfo helped Marketing Advocate: 
• High quality contact information 
• Identified individual stakeholders 
from targeted accounts 
• Multi-touch nurture campaign 
• Sales direct outreach
www.zoominfo.com 
Results 
Using ZoomInfo, Marketing Advocate: 
• Increased deal size by 80% 
• Closed deals in 45-90 
days using ZoomInfo vs. 
180 days from other lead 
sources 
• Saw a 188% ROI within 
the first 4 months of 
launching the initiative
www.zoominfo.com 
Key Takeaways 
• Sales and marketing must collaborate 
• Tools and processes are key to your success 
• Analyze, measure, rinse and repeat
www.zoominfo.com 
ZoomInfo Can Help!
www.zoominfo.com 
Q & A

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The ABCs of ABM (Account Based Marketing) - Webinar

Hinweis der Redaktion

  1. Hello and thank you for joining us for The ABCs of Account Based Marketing webinar.
  2. If you’re not familiar with ZoomInfo, we’re a B2B database software company that delivers business data to supercharge marketing campaigns and sales outreach.
  3. Ned Leutz has been a data expert at ZoomInfo for the past 5 years. He works with our top clients to support their account based marketing strategies and is a die hard Boston sports fan.
  4. If you have questions throughout the webinar, please ask them through the GoToWebinar platform or tweet using the hashtag zoominfoABM. All attendees will receive a copy of the slide deck following the webinar.
  5. Talk about the goal, which is revenue efficiency.
  6. Where to start: How do we know which accounts will generate the most revenue? Customer Purchase History Sales Feedback Named account lists Account profiles Firmographics: Industry, location, revenue, company size, technologies Behavioral: Buyers journey and persona
  7. Customers reported being nearly 60 percent through the sales process before engaging a sales rep, regardless of price point (http://www.forbes.com/sites/gyro/2013/01/07/the-disappearing-sales-process/).
  8. One size doesn’t fit all Figure out which channels are most successful and then optimize on that Which channels are these buyers influenced by? Email Social media PPC/advertising Traditional marketing (events, magazines, snail mail)
  9. Data Resources: Relevance, intelligence, segmentation Plug ZoomInfo
  10. - Plug ZoomInfo/Data Analysis - Feedback must go both ways - Marketing can help sales find bigger opportunities based on history of buyer data (buyer behaviors, firmographics, etc.) - Marketing listen to sales to define account based marketing - Marketing needs to keep sales honest with reporting - You need to know all there is to know about your target buyers and accounts. “If there are two sales reps competing for the same piece of business, the one who has intimate knowledge of the customer will almost always win.”
  11. Focus spending on target accounts
  12. Marketing needs to support sales initiatives by providing offers, templates, ads, sales enablement software (Brainshark), etc. Marketing needs to provide sales the intelligence, training, and warm up the conversation for sales into these accounts *Add photo that represents “sales enablement tools” or “nurturing leads”
  13. Marketing needs to measure, analyze, and report back on performance in the target markets/accounts in order to adjust and shift to capture the most revenue in the most efficient way - CRM: Intelligence, measurement, automation - Marketing Automation: Delivery, measurement, automation, capture - Web Analytics: Capture, measurement - Personalization Software: Relevance - Business Intelligence Software: Measurement, segment *Add photo that represents measurement
  14. - Buyers are more likely to read content and take action when it’s highly targeted
  15. Buyers are more likely to read content, engage, and take action when content is highly targeted
  16. - Your ABM strategy should be directly correlated to a business objective (typically revenue growth) - This will come from closing the same number of deals at a higher dollar amount or just more deals Your ABM strategy should help you get there and improve revenue efficiency
  17. - Hard time identifying IBM resellers in North America - Sales spending too much time manually researching - Lack of centralized data set of target companies to focus on
  18. Using ZoomInfo, Marketing Advocate was able to: - Quickly identify a high quality list of contacts - Get information on individual stakeholders from target accounts - Develop a multi-touch nurture campaign with targeted content for IBM resellers - Pass leads onto sales and at the same time, sales was directly prospecting these target contacts High quality contact information Identified individual stakeholders from targeted accounts Multi-touch nurture campaign Sales direct outreach
  19. - Using ZoomInfo, Marketing Advocate saw these results (plug ZoomInfo)
  20. With a successful strategy, you’ll see: - An increase in revenue efficiency - Alignment of business goals with sales and marketing