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

Create the strategic ABM framework

Planning workshop

Required research

Create plan

Objectives, resources and process

INTELLIGENCE

Company-level
research, profiling
and proposition
selection

AWARENESS

Regular updates,
account microsites
and/or targeted
advertising

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

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; dont always push the call to action!

Review

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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putting those CIOs who

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opportunity is about business

results enabled by technology
not the technology itself. [1]

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and internationalnand
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o zones. Video
multiple
noitavtime
P become
collaboration
ytiroirwill
the medium of choice. [2]
In 2012, the top two IT/telecom
priorities were (A) implementing
or expanding network
security solutions (B)

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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?

eliboM
am
gnitgerekmortsuc sees

Achieve right-first-time
decision making

r
fo htwo

providing
enioJ more mobility
P pU d support for employees,

elpoe customers,
mI business
partners.
orpand
weN ev
fo syaw Both willvocontinue
rpmI to top the list of
gnikrow
oc evoe mopriorities
in 2013. [2]
taroball tIT/telecom
um c
dna noi
noi acin
nE
gnicnah
senisub
lpxE
ytiliga s
c gnitio
emusno
rC
noitasir
a gnitae
aniatsus
agro elb
noitasin

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

deni oJEmbrace consumerisation; manage and control it

dnfi oT
aw wen otsuc
srem
oT
vorpmiCEOs and other business execs
c dne e
e
remotsu dna ecneirepx see technology as crucial to
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T firms success and for
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egagnegood reason. Virtually nothing
ffe erom
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ylevitce
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)repaeh
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B
ssenisu

CIO: delivering globally

for business_

Analyse the effectiveness of locationindependent working, BYOX*, presence,

workflow and collaboration tools and
adjust as your business evolves

remots

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rom effectivenessu hti
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c dn to enable secure
osolutions
.ecfi
itinumm via tablets and smartphones
transactions
fl nac se
i hsiruo

igid a n

at
.dlrow l

The
challenges

How can digital

services enhance
business value?

Enhance the customer journey

through digital services

%05

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

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

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 firms 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. Ciscos 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

Provide consistent
access across
multiple channels
for enhanced
effectiveness