ABM delivers the highest Return on Investment

1. ABM delivers the highest Return on Investment ABM offers the highest return on investment of any intercompany marketing strategy or tactic. Read how these three elements define why ABM is the way to go. Acceleration ABM accelerates the sales cycle. It's rare in a complex B2B sales cycle for a buyer to be a single, lonely individual. Purchasing decisions can usually involve more than ten decision makers. So why risk taking one path? Because ABM actively targets all influencers and decision makers in the company, ABM's deals move faster and falter less. Revenge ABM tightly aligns the sales and marketing teams, and coordinates your customer experience. There is often a break between the sales and marketing teams. Account-based marketing requires that sales and marketing be focused on the same accounts with defined and common criteria. Once all major executive stakeholders, SDRs and marketers have fully committed to ABM as a long-term strategy, there is nothing but the possibility of success. Since sales have the accounts they care about the most, ABM can help in marketing to focus its resources on those accounts specifically. By creating account profiles that define account goals, decision makers, purchasing process / responsibilities, media / channel preferences, company initiatives, trends, needs, and high-value propositions, marketing and sales teams can work together to create specific content and strategy. In terms of customer experience, ABM delivers the consistently tailored experience that customers demand. The highly ad hoc approach means that all

2. interactions are aligned across channels and are highly targeted to increase relevance. Your company reads as one unifying and compelling story. CONNECT WITH A CONTENT MARKETING SPECIALIST Account Hacking and Expansion ABM is guiding the expansion of the smart account for existing customers. The demand gauge published in the December 2015 report, more than half of the low maturity segment members have been using ABM for less than a year, while more than half of the highly mature sectors have used ABM for two years or more. Hiring ABM is a long-term investment but once alignment occurs, account penetration and acceleration are around the corner. The perception that ABM is only about acquiring new customers is wrong. The more mature segment of ABM users has become equal to or greater than cross- selling and / or additional selling to existing customers. For ABM users with large customer bases, this cross-selling drive can easily overtake prospecting as the drive to use ABM. We all know that it is easier to hold revenue and sell to existing customers than to attract new customers; Account-based marketing aligns more of the marketing department's efforts with this type of high ROI activity. In fact, the ABM High Performance Capabilities Benchmark report released in December 2015 found that while the primary motivation driving less mature ABM programs is to prospect for new clients, as ABM matures further, the drive swings significantly toward cross-selling / up sales to existing customers. While cross-selling and over-selling is the way to go, bear in mind that the most successful ABM strategies typically involve a wide variety of content and channel formats, such as display ads, website content, emails, phone texts, etc. AAA Summary ABM is a powerful blend of people, processes, and technology that allows marketers to take down the big fish by focusing on quality over quantity. ABM is a

3. strategy that targets 100% of the time, resources, and efforts on the specific accounts that your company determines has the greatest potential. ABM deal sizes are larger and research shows that ABM's systematic system significantly outperforms ad hoc or inconsistent approaches in the past.