Account Based Marketing Template – Account Intelligence Brief
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Description
A B2B Account Based Marketing Template – Account Intelligence is fundamental for best-in-class B2B marketers that sell six digit offerings primarily through direct field sales reps.
More and more B2B marketing organizations are adopting account based marketing, in fact there has been a 20% increase in the number of account based marketing programs deployed. The primary driver behind the adoption of account-based marketing is that to be effective it requires alignment between sales and marketing. 40% of companies communicate that they are not tightly aligned with sales so the adoption of account-based marketing is expected to remain strong. Leverage an Account Based Marketing Template to set your organization up for success.
Account Based Marketing (ABM) Benefits
- Over 80% report an increase in target account engagement
- 70% state that there is better alignment between sales and marketing
- Over 65% communicate that more qualified prospects are generated
- Almost 60% said there is a greater understanding of program performance
- 55% experience more sales pipeline opportunities
Account-Based Marketing, at its core, is really marketing from a sales perspective. Instead of opportunistic marketing (sifting to leads to find and MQL) the approach is to develop a strategic sales plan that identifies specific companies, contacts within those companies and a marketing and sales action plan to get an at bat. An Account BAsed Marketing Template guides sales and marketing to research relevant and meaningful information that will help acquire, retain, upsell and cross sell customers
Account-Based Marketing (ABM) Efforts Will Fail If:
- The database of companies is not thoroughly researched
- Sales and marketing do not agree on the accounts
- The criteria used to select the accounts is not aligned with the value proposition, use case, differentiation, value drivers, content and programs
- The decision making process is not documented
- The specific business functions, the titles of individuals involved in the purchase process (and the keywords that may be found in their titles) are not agreed upon and documented
- An account intelligence brief is not created for each targeted account to form the baseline of how and who to establish as a potential beach head into the account
B2B Account Based Marketing
Many account-based marketing programs derail themselves by confusing account intelligence with a persona. A persona is useful but it is based on an individual and not a company—this is the way some B2B marketers think. Flip it. B2B marketers need to think like direct field sales reps and focus on the account first and an the Account Based Marketing Template is a great framework to put, and keep, sales and marketing on the same page.
If your B2B marketing organization is struggling to correlate its impact on revenue or ACV, then account-based marketing may be a good option. Because ABM is focused on the strategic accounts (those that the sales reps are focused on) it is much easy to track these accounts in the sales funnel. And, if marketing is working with the sales team to build and execute integrated customer acquisition and expansion programs, the chances of establishing marketing’s correlation increases exponentially.
The Account Based Marketing Template – Account Intelligence Brief Includes:
Business Overview
- Background
- Market Influences
- Growth initiatives
Brands
- Individuals Brands
- Business Structure
Strategy
Business Drivers
- Drivers (CEO Perspective)
- Drivers (Analyst Perspective)
- Prior Year Review
Financials
- Competitive
- SWOT
- Earnings
Technology
- IT Programs and Initiatives
SWOT
- Strengths
- Weaknesses
- Opportunities
- Threats
Contacts
- Executive Leadership
- Divisional Leadership
- Regional Executives
- IT Influencers
- Other Functional IT Managers/Analysts
96% of B2B marketing’s leveraging Account-Based Marketing communicate that they have experienced a positive impact on marketing’s success – Demand Metric
Instantly Download the Account Based Marketing – Account Intelligence Template NOW.
Leverage Go to Market Planning Templates
Proven at G1000 and Startups to effectively develop and execute go to market plans
Provides a huge head start start to the go to market team
Go to market plans are built in PowerPoint and fully editable
Every company should have a comprehensive go to market plan and process for reaching prospective customers. Key go to market functions such as sales, marketing, product management, development, services and support must be integrated into the go to market plan. In addition, each function in the organization needs to prepare go to market strategies that cascade down from the company’s objectives.
It’s possible to build a powerful, integrated go-to-market process by leveraging a proven go to market strategy template. An effective plan incorporates the go to market strategies which guide operational execution. Also, a go to market plan enables a company to identify the target market and design unique value propositions tailored to both specific customer segments as well as the company’s unique differentiation. Finally, a go to market plan empowers a company to effectively deliver its offering to the marketplace and continually refine that offering based on rich, informative and continuous feedback.
<< Download a Go to Market Strategy Template now >>
B2B direct sales people can all benefit from a sales strategy template. A sales strategy example is provided in the download that outlines how a B2B direct sales person can research an account and orchestrate resources to effectively sell.
A sales plan example is perfect for B2B direct sales people to populate with all of their account knowledge and the resources available to them within their organization. Creating an integrated and holistic plan will streamline customer acquisition and up-sell opportunities by optimizing a plan to coordinate go to market resources to acquire and upsell customers.
<< Download a Sales Strategy Template now >>
Foundational building blocks via a sound go to market strategy with easy-to-use templates are designed to help a firm bring its offering to market. Go to market strategy templates facilitate the transfer of the offering from development to the market. As well, all of the technology must be translated into go to market messages that can be used to find, attract, engage and convert prospects into customers. All of the templates and worksheets to create compelling sales messages are included in the go to market strategy template.
This go to market template includes examples of models for product lifecycle, market sizing and technology adoption. Also included are examples for the market landscape, use cases, unique selling propositions for personas and unique differentiation is included in this go to market strategy template. Below are details about the various go to market strategy templates.
<< Download the Go to Market Strategy – Foundational Building Blocks now >>
B2B lead generation is often not given the time, attention and resources that it deserves and as a result, go to market strategies fail. This is mainly because the correlation between marketing and sales is frequently not well understood. An effective integrated B2B lead generation plan is part of the sales process which sales and marketing jointly design, develop, execute, track manage and continually improve upon. A B2B lead generation plan that s not grounded in the customer buying process or tied to the sales plan is doomed from the start. Follow the integrated B2B lead generation example in the lead generation planning template to build an effective plan to acquire and retain customers.
<< Download a Lead Generation Planning Template now >>
The core to any B2B lead management system is marketing automation and account intelligence. The B2B lead management plan and process has to be developed from the sales person’s perspective and must be created before any lead generation programs are set in motion. Components of an effective B2B lead management plan include: a target account profile, a qualification matrix, lead scoring, lead routing, lead escalation, lead nurturing, lead follow-up, clear terms and definitions, lead hand-off processes and synchronized marketing and sales automation systems.
<< Download a template for a best-in-class Lead Management Process now >>
The investor presentation template is for those that are raising money for a startup who will need to create an investor presentation (pitch deck, the deck). Unfortunately, some startups are so passionate about what they do that they do not develop an effective pitch deck. The investor presentation is typically left to the end (days before the pitch) and the visual presentation of the story is not on par with the verbal explanation. An ultimate pitch deck for startups includes a small number of slides (10 -15) that need to be very polished in order to make a great first impression. The investor presentation template includes examples on an investor pitch deck. While not all of the investor presentation slide examples need to be used (and the order of the deck will vary, based upon how one tells the story), but the deck facilitates the development and delivery of a winning investor presentation.
<< Download an Investor Pitch Deck now >>
To develop and execute messaging and positioning that is effective, it is important to understand the following definitions. A value proposition is a statement that communicates perceived value form the buyer’s perspective to those in the buying process. Positioning is a concept that places competitors, substitutes and alternatives relative to one another. And, messaging defines the communications that a company develops to highly targeted segments and specific personas within the customer buying process.
Positioning is an integral part of persona-based marketing, especially as the content strategy and messaging is formulated. Messaging is a subset of positioning. It’s the art of defining what will be communicated and how it will be said to the targeted personas. Messaging is the intermediary step between positioning and content creation.
<< Download a Messaging & Positioning Template now >>
Effective B2B content marketing requires the orchestration of content providers, a content calendar, content platforms and specific activities for each piece of content. The best-in-class B2B content marketers create a meaningful and relevant story for each persona in the customer buying process. A successful B2B content marketing plan will focus on identifying with business problems that are real for the audience and business outcomes that create a sense of urgency and need to secure funding.
Leverage this proven content strategy template to build an effective content marketing plan to engage prospects and convert them to customers.
<< Download a Content Marketing Examples and a Content Calendar Template now >>
This is the ultimate B2B call guide for facilitating follow-up conversations with prospects and qualified leads in order to convert them to qualified sales opportunities.
A B2B call guide framework is much more effective and natural for a sales development (SDR) than a call script. An SDR call guide must be integrated with the B2B lead generation team as this team usually contributes up to 50% of the sales pipeline. As well, the call guide for an SDR has to be consistent with the B2B sales process. This is because qualified sales leads are passed from the SDR to the inside sales rep or field sales rep with the goal of conversion to a qualified sales opportunity. By using the B2B call guide framework one can bring marketing, sales development and sales onto the same page with the same goal.
<< Download a Call Guide for SDRs & BDRs now >>
Creating a social media plan and the corresponding social media strategy takes time to develop, and not all digital marketers have enough time in the week to build a plan. Because the online landscape constantly changes (platforms and audiences), a dynamic process is required to adapt.
A social media strategy template should specify the desired business goals that social media activity will help meet. The goals should be SMART – specific, measureable, attainable, relevant and time-based. It is useful to document when to act and to have a standard set of dashboards, metrics and KPIs to measure progress.
<< Download a Social Media Strategy Template now >>
In the digital age, a website frequently serves as a business’ or organization’s front entrance through which many prospects and customers will connect. A company’s website should provide a professional on-line experience that will generally enhance the organization’s image and branding, as well as move prospects through the sales process.
This sample website proposal template describes how to pitch an organization to secure funding for a new website or provide a facelift to an existing website. The scope of the website proposal includes business objectives, target audiences, website strategies, UX, website features, enabling processes, success metrics, critical success factors and deliverables.
<< Download a Website Proposal Planning Template now >>
Calvin Pasley –
We have all the information the template outlines, we have just never pulled it together
Angie Huang –
Great outline to put sales and marketing on the same page
Brice Loadholt –
Finally, a way for marketers to think like a sales rep
Ronald Colsch –
If marketing can build these profiles I can spend my time going much deeper and being more prepared way earlier in the sales process
Shiela Mount –
If I have a profile like this for my top 25 prospects it would literally save me weeks of time
Amado Richardville –
Just by identify the contacts is a huge deal so that marketing, SDRs and sales reps are on the same page is huge
Gladys Danella –
This is way more important for marketing to concentrate on then renting lists and blasting emails
Pat Fausett –
I would much rather have this type of info on 30 accounts than have 100 MQLs
Lance Mcaveney –
We finally agreed on a framework and now we have agreed not he source of info to populate the content so we are consistent from one account to the next account
Scottie Anders –
If marketing can do this then they will really be providing value to me
Fredric Yager –
There’s a lot to be learned in from summarizing the earnings calls
Connie Delegado –
Outlining the business structure is key but summarizing the business and IT org’s are key
Loretta Alirez –
It’s a good idea to not only summarize the CEO’s vision but to document what analysts are saying too
Josh Lyles –
This outline is so important for account based marketing
Matthew Sarff –
The SWOT analysis is good – not too overwhelming, just a paragraph on each topic
Laurena Drenner –
It’s always a good idea to look at competitors as they may share numbers or industry insight
Bridgette Shores –
It’s important to have contacts for both business and IT
Fred Shouldice –
Marketing should be thinking of building these profiles than generating MQLs
Doyle Kopper –
We will be using this outline going forward