Account-Based Marketing For Dummies

Data demonstrating why your team needs account-based marketing should include the following items:
Leads generated year-to-date (YTD): The number of leads that marketing generated over the past year; it can be presented as the number of leads generated monthly or quarterly.
Revenue from leads generated by marketing: If your company had $1 million in new revenue this year, how much of it came from new leads that marketing brought in? If you have a marketing automation system, a report can show the lead source tied to revenue. I show how to use your marketing automation system for attributing activities at the account level in Chapter 9.
Revenue from existing customers: While reviewing your revenue, you can determine how much came from either your current client base or new leads generated by marketing. You’ll compare year-to-date new revenue against your current annual recurring revenue (ARR).

The key metric is revenue

Ask your sales team what’s going on with each of your target accounts. What are the pain points of these specific accounts? Which decision makers are you trying to reach? Which features of your product are most important to buyers

the flipped funnel waits until you’ve identified key accounts before developing the targeted content needed for engagement

Engagement often is where marketers become scientists. They test different types of content to find which types resonate with specific types of contacts and accounts.

four stages of account-based marketing: Identify, Expand, Engage and Advocate

Don’t buy attention, pay attention. Focus on your customers and give them an incredible experience. Their good references and word-of-mouth referrals will drive new clients to your company

It’s not your grandfather’s customer service. It’s about customer service 2.0, where we are super-consumers, promoters, and influencers

Instead of asking which technologies and channels you should use to target your buyers, you should ask “Which customers?”

With the traditional funnel, four major problems can cause lead-based marketing efforts to fail