ACCOUNT BASED MARKETING

An overview built from experiences running end-to-end annual programmes for organisations including Canon, Fujitsu, Oracle and Unisys. We execute end-to-end programmes, managing all activities
in house (from upfront planning, initial data gathering, account profiling and online monitoring through to senior executive telemarketing, campaign execution, bid support and ROI measurement).

PROCESS OVERVIEW

EXAMPLE ACTIVITIES

1

Create the strategic ABM framework

2

Planning workshop

3

Required research

4

Create plan

Objectives, resources and process

V

INTELLIGENCE

Company-level
research, profiling
and proposition
selection

V

AWARENESS

Regular updates,
account microsites
and/or targeted
advertising

V

CAMPAIGNING

Individual-level
profiling and
data build

Account workshops to define priority goals per
account and identify best potential activities

To fill intelligence gaps identified in phase two

Real-time monitoring,
with personalised
reaction pieces

Combining relevant elements from the planning
‘wheel’ (opposite) with existing wider activity

Execute

5

Personalisation of
existing corporate
activities

Re-use; mix-and-match channels; take the burden
away from the account team; regular reporting
against dashboards and action plans; keep on top of
the data; don’t always push the call to action!

6

Review

V

EXAMPLE CONTACT/ACTIVITY MATRIX

SALES
ENGAGEMENT

1-2-1 micro demand
generation campaigns

od ew

Supporting
customer events
and workshops

Specific bid
support and 121
meeting tools

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• Explore the cloud – public, private and hybrid
• Engage directly with customers through digital
marketing and two-way SMS services
• Improve information flows across your organisation

How can the
IT department
drive business
growth (with flat
budgets)?

Cloud collaboration is
taking off – these services

Reduce costs
without
impacting
quality

Create and use
business apps

Identify the best way to harness XaaS

C IaaS, PaaS) for my business
aer(SaaS,
wen et
troppo
seitinu

Make use of all
the technologies
supporting new
ways to work

How do I maximise
performance?

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decision making

r
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providing
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mI business
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orpand
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Innovate – yet manage security
and risk
Budgets are moving to
other departments yet
IT is still responsible

Deploy solutions that
are homogeneous across
whole organisations yet
customised locally

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CIO: delivering globally
for business_

• Analyse the effectiveness of locationindependent working, BYOX*, presence,
workflow and collaboration tools and
adjust as your business evolves

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The
challenges

How can digital
services enhance
business value?

Enhance the customer journey
through digital services

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Customers
increasingly engage
via mobile and social

How do your people actually do
their work?

“CIOs can prioritise their device and app investments
by walking a mile in employees’ shoes. Build a
very deep marketing understanding of who your
employees are and what they use technology for.
Start with a simple segmentation of employees’
mobile and application requirements, so you can
provision the right services on the right devices based
on business outcomes, not just on intuition.” [3]

How should we
respond to customers’,
suppliers’ and
employees’ changing
behaviours?

Employees demand
flexible working and BYOX*

What can we get
out of data?

Turn customer data into
actionable insight

Visualise data (including
Big Data) so other teams
can react profitably

Themes

Programme elements

B

C

Contact 1

Sold

Uncertain

Good target

Contact 2

Good target

No requirement

Good target

Contact 3

Uncertain

No requirement

Sold

Contact 4

No requirement

Good target

No requirement

Activity 1

Activity 2

Activity 3

V

ADVOCACY

From joint client
activity to advocacy/
relationship events

foster effective communication
by bringing together real time
communication such as voice,
chat, video, and presence with
persistent collaboration such
as groups, messaging, activity
streams, file editing/sharing,
blogs, wikis, etc. [4]

Through innovation, CIOs can
help their firms win in the

age of the customer

– with technology at the core
of competitive differentiation,

CIOs and business
technology organisations
are in a position to
empower innovation in
their firms. They can do this by
tracking emerging technologies
that support the firm’s strategic
business goals, focusing on
systems of engagement, and
concentrating rapid change at the
edge of the technology stack. [1]

[We will see] a surge in mobile
Internet traffic, inbound and
outbound. Cisco’s Visual
Networking Index (VNI)
forecasts compound annual

growth rates (CAGR) of 78%
during the next four
years for mobile data/
internet traffic. [2]

The role of the CIO – evolution
or revolution?
• Gather evidence to show cost-effectiveness
• Report stakeholder value to demonstrate the
contribution of IT
• Engage with customers as part of the customerfacing team

*BYOX: bring your own device, application, data or anything else to improve your work or personal business readiness

A

Provide consistent
access across
multiple channels
for enhanced
effectiveness