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Marketing for the complex sale - Andrew Court

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Demand Generation Summit

The document discusses account based marketing strategies for complex sales, noting that the goal is to foster dialogue with decision makers, promote solutions to business problems, and work with partners within an account to contribute to increasing deal size and revenue. It outlines aspects of an account plan including executive sponsorship, needs assessment, audience messaging, and jointly agreed activities. The document also maps out a buyer's journey and different stages of engagement from discovery to celebration.

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Marketing f th complex sale M k ti for the l l Account Based Marketing Workshop Enrico Brosio MarketOne Brosio, Andrew Court, Oracle
Strategy Plan Implement Stand back and Think! Measure Review R i Communicate Expand Fosterdialogue betweenlike mindedindividuals Reachthedecision makers Promotesolutions totheir businessproblems business problems Workwithrelevantpartners withintheaccount Provideevidence and independentcorroboration Contributetoincreasingdealsize Contribute to increasing deal size andrevenue
Strategy Plan Implement Starting out out Measure Review R i Communicate Expand Customer ExecutiveSponsorship CorporateStrategy Needs,Direction,Objectives Marketing Sales 1or2Accounts ExecutiveSponsorship DifferentIndustries AccountPlanning BusinessPartners ABMStrategy BaselineAssessment Baseline Assessment LongtermCommitment ApprovedBudget FootprintAnalysis RelationshipwithAccount Headcount RelevanceMapping StatusofAccount AgencyPartners AudienceMessaging Jointly Agreed Account Plan
Strategy Plan Implement The Buyers Journey Journey Measure Review R i Communicate Expand Discover Educate Mature Close Celebrate DataQuality CustomerHubs CustomerDays ExecutiveVisits GoLiveevents Profiling SocialMedia CxO Summits ExecutiveDinners BMWOracle Racing DeepDives Campaigns NurturePrograms ReferenceVisits Newsletter BidSupport Bid Support CVC DigitalBodyLanguageMonitoring WebsiteHits,CustomerHubSubscriptions,Downloads Relationshipvs.TransactionalMarketing R l ti hi T ti l M k ti
Strategy Plan Implement Just a Scratch Scratch Measure Review R i Communicate Expand Program Nurture Budget Dashboards Office Change Touched Metrics Scoring Accounts Oppo tu t es Opportunities Trends Influenced Review KPI s KPIs Regional Analytics Headcount Measure Netnew Net new Expansion Reporting $s Pipeline Global ULA s ULAs
Strategy Plan Implement Your Questions? Measure Review R i Communicate Expand

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Marketing for the complex sale - Andrew Court

  • 1. Marketing f th complex sale M k ti for the l l Account Based Marketing Workshop Enrico Brosio MarketOne Brosio, Andrew Court, Oracle
  • 2. Strategy Plan Implement Stand back and Think! Measure Review R i Communicate Expand Fosterdialogue betweenlike mindedindividuals Reachthedecision makers Promotesolutions totheir businessproblems business problems Workwithrelevantpartners withintheaccount Provideevidence and independentcorroboration Contributetoincreasingdealsize Contribute to increasing deal size andrevenue
  • 3. Strategy Plan Implement Starting out out Measure Review R i Communicate Expand Customer ExecutiveSponsorship CorporateStrategy Needs,Direction,Objectives Marketing Sales 1or2Accounts ExecutiveSponsorship DifferentIndustries AccountPlanning BusinessPartners ABMStrategy BaselineAssessment Baseline Assessment LongtermCommitment ApprovedBudget FootprintAnalysis RelationshipwithAccount Headcount RelevanceMapping StatusofAccount AgencyPartners AudienceMessaging Jointly Agreed Account Plan
  • 4. Strategy Plan Implement The Buyers Journey Journey Measure Review R i Communicate Expand Discover Educate Mature Close Celebrate DataQuality CustomerHubs CustomerDays ExecutiveVisits GoLiveevents Profiling SocialMedia CxO Summits ExecutiveDinners BMWOracle Racing DeepDives Campaigns NurturePrograms ReferenceVisits Newsletter BidSupport Bid Support CVC DigitalBodyLanguageMonitoring WebsiteHits,CustomerHubSubscriptions,Downloads Relationshipvs.TransactionalMarketing R l ti hi T ti l M k ti
  • 5. Strategy Plan Implement Just a Scratch Scratch Measure Review R i Communicate Expand Program Nurture Budget Dashboards Office Change Touched Metrics Scoring Accounts Oppo tu t es Opportunities Trends Influenced Review KPI s KPIs Regional Analytics Headcount Measure Netnew Net new Expansion Reporting $s Pipeline Global ULA s ULAs
  • 6. Strategy Plan Implement Your Questions? Measure Review R i Communicate Expand