TIME TO GET UP CLOSE AND PERSONAL PROFIT MORE FROM YOUR BEST
CUSTOMERS WITH ACCOUNT-BASED
MARKETING FROM
KETCHUM PLEON.
WHY ACCOUNT-BASED MARKETING?
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Marketing is changing. Simply broadcasting your message in the hope it gets through no longer works. You need a more focused approach but who do you target? Typically, 80% of revenue comes from the top 20% of customers so it makes sense to start there. Account-based marketing (ABM) – also known as key account marketing – helps you identify these high value accounts and their needs. Highly targeted messaging, across one channel or many, allows you to reach all B2B decision makers within the account – including those who are most likely to buy – and cultivate better customer relationships.
TO REACH THE GROWING NUMBER OF INFLUENCERS
people influence enterprise purchases (compared to 11 three years earlier)*
82%
are not C-suite*
MARKETERS WANT HELP
ABM AT A GLANCE
The result? You can secure existing contracts, develop new and bigger deals and get the best marketing ROI.
>17
47%
of marketing teams need more ABM support*
WHO ARE OPEN TO PERSUASION
24%
of the non-C-suite also have final sign-off*
AS ABM DELIVERS GREAT RESULT
WHAT WE CAN DO FOR YOU.
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Our ABM services follow a unique process that delivers exceptional rewards: • RESEARCH – Our dedicated team collects and analyses information to establish the best opportunities for you and how to measure success • INSIGHTS – Show your client’s current position and determine your action plan • STRATEGY – Establishes HOW to match your customer’s needs and the marketing activities required • CREATIVE – Provides campaign-leading ideas on how you can add long-term value for your customers
M A E
HOW YOU BENEFIT FROM ACCOUNT-BASED MARKETING. A successful strategy for sustained key customer engagement enables you to:
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• Build better relationships – that add more value • Engage with higher level stakeholders – at an earlier stage • Inspire your customers – and change their view of your business • Strengthen your position against rivals – by establishing you as a true partner • Increase revenues – by accelerating deals and gaining greater wallet share
75%
• Align understanding of the account – between sales and marketing
of executives read unsolicited marketing materials, if relevant*
WHY CHOOSE KETCHUM PLEON FOR YOUR ACCOUNT-BASED MARKETING? /// • You have the services of a dedicated research unit – our award-winning team at Ketchum Global Research & Analytics provides the knowledge to inform your communication strategies.
> 90% believe it’s a B2B marketing must-have* ABM consistently delivers highest B2B marketing ROI*
• You benefit from our proven model – already used by companies, such as a leading global technology company to change their customer relationship from supplier to trusted advisor. • You have global service with local expertise – to deliver campaigns that are tailored to your business. • You can draw on our wide B2B knowledge – with expertise across our agency in many sectors from financial services to IT and car manufacturing.
84%
say it helps retain and expand client relationships*
“With everyday purchases, it’s the personalised approach that makes the difference. Account-based marketing has the same one-to-one feel for more strategic sales.”
“In-depth research, exceptional results and a talented, passionate team to work with, that’s what makes our ABM offer different. At least, that’s what our customers tell us.”
DAVID GALLAGHER CEO Europe, Ketchum Pleon
STUART BARNES Senior Account Director, Ketchum Pleon * Sources available on request
OUR CLIENT SUCCESSES Ketchum Pleon’s ABM expertise is benefitting customers worldwide: Get in touch today: Review our clients’ success stories and see how you can get the results that really matter. FIND OUT MORE For details of our full range of sales marketing expertise and services contact: SYLVI BURKHARDT Account Director +49-211-9541-2292 Sylvi.Burkhardt@ketchumpleon.com http://www.ketchumpleon.de
KETCHUM PLEON BEYOND B2B MARKETING UNCOMMONLY CREATIVE UNCOMPROMISINGLY STRATEGIC UNLIMITED SUCCESS