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The SiriusDecisions Account-Based Marketing Framework

In classic French cooking, five “mother sauces” – béchamel, velouté, espangnole, hollandaise and tomato sauce – form the foundation for all other sauces. The aspiring chef’s goal is to master these building blocks and then devise variations of the mother sauces to flavor his or her own dishes in a distinctive way. Account-based marketing (ABM) options all start with one basic framework. From this starting point, SiriusDecisions has defined various types of ABM that companies can select to match their go-to-market models and growth objectives (see the brief “Account-Based Marketing: Four Strategy Options”). In this brief, we present the SiriusDecisions Account-Based Marketing Framework, which is the set of process steps and foundational elements that support ABM for all strategy options. ABM Process Steps The framework’s five process steps provide for efficient ABM delivery while avoiding the missteps that can plague initial ABM attempts. Each step builds on the previous one, so skipping steps is not advised. This process flow is not a one-and-done scenario; rather, to support the evolution of ABM as a strategy, the steps are repeated and adjusted over time. Depending on the strategy and scope of ABM, adjustments are made (e.g. whether the goal is to deliver a relatively small pilot program for a few large accounts or to expand ABM to a larger number of named or industry accounts).

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HZ is a fully integrated creative agency specializing in branding, marketing, content, and digital. Known for employing a wide range of award-winning online and offline directives, their capabilities live at the intersection of design, storytelling and technology. Led by Founder and Chief Creative Officer Karen Zuckerman for more than three decades, HZ employs a staff of 175+ creatives, strategists and specialists working in the DC Metro, New York City, Baltimore, and LA. HZ’s broad client base spans the B2B, consumer, education, food & beverage, hospitality, real estate, sports & entertainment and technology industries and counts Hilton Worldwide, Volkswagen, and Tishman Speyer’s Rockefeller Center among its top clients.

OTHER WHITEPAPERS

CX Trends, Challenges, & Opportunities

whitePaper | June 30, 2022

Brands can continue talking about customer centricity. They can continue exploring new digital options and workflow models. As far as today’s consumers are concerned, brands still have considerable work to do. What ultimately matters, however, is whether these mindsets and strategies are leading to better, more frictionless, more personalized experiences across all channels. In this report you will learn where are brands going wrong and what opportunities do they have to turn customer centricity into a reality.

Making insight intelligent for ABM

whitePaper | July 13, 2021

Insight is the difference between what makes ABM truly distinct from just ‘marketing to accounts.’ In truth, it can make or break the success of ABM in even the most mature of programs. But knowing how to extract the right insight at the right time from the sea of data available can often leave marketers feeling overwhelmed. Supported by ITSMA thinking throughout, our practical guide, "Making Insight Intelligent", offers best practice advice helping you demystify the effective gathering and use of insight across some of the most common use cases within ABM. Inside we'll cover: The need, the landscape and the opportunity for insight in 2021 How to build an insight-first program How to create the right structure and processes for success, and establish robust measurement The insight you should leverage to drive business outcomes Five typical use cases: examples of the types of insight used to drive tangible outcomes in ABM

B2B Trends: How Intent Data Can Boost Marketing Results

whitePaper | August 23, 2022

To achieve success in today’s digital world, marketers need to collect, analyze and master intent data. But what exactly is intent data and how can organizations use this information to close deals? To answer these questions, we’ve recruited a team of B2B marketing experts to share their tips, tricks and insights on intent data. The result is our free e-book, “B2B Trends: How Intent Data Can Boost Marketing Results.” In it, you’ll discover not only the trends behind intent data, but what actual marketers like you are doing to use it.

Marketing-Led COVID-19 Growth Strategies: 2022 and Beyond

whitePaper | December 19, 2022

At the peak of the pandemic, businesses struggled to navigate the disruptions and upheavals of COVID-19. Now they’re trying to figure out what to do next as they emerge from the chaos. Who better to lead the business recovery charge than marketing? According to Deloitte, “marketing budgets as a percentage of overall budgets have risen to 11.8%, resetting to pre-pandemic levels.” Additionally, yearly marketing spending is breaking records in areas including brand building, customer relationship management, and traditional advertising.

Account-Based Strategies In Europe

whitePaper | September 2, 2022

According to Christian Weiss, director ABM EMEA at Autodesk, Germany languishes behind English-speaking countries when it comes to account-based maturity, often due to their reluctance to be the first to try something new. “Germans aren’t always keen on trying and testing from scratch and have a tendency to overthink,” he says. “While other cultures might try new approaches and technologies and fail, at least they’ve tried it. And this is a huge aspect of making account-based principles work. It requires deep change across culture, people and technology – and this isn’t always a good fit for people who are hesitant to embrace change, which isn’t traditionally part of a German’s DNA.”

Ask more from your email marketing and customer journey management solution

whitePaper | November 17, 2022

Alyssa Raine, Group VP of Customer Marketing Platforms at Walgreen’s, knows the importance of customer experience. “Our mission at Walgreens Boots Alliance is to help our customers lead happier, healthier lives — and one of the ways we’re making that happen is through hyper-personalised customer experiences,” she explains. But Alyssa knows that delivering those hyper-personalised experiences is both a technical and logistical challenge. There is so much to consider, from delivering post-sale emails to customers at scale, to reacting to real-time events with tailored push notifications.