The goal of ABM is to strategically engage and convert our First Order Key Accounts to Sales Accepted Opportunities leveraging a variety of marketing channels and offers.
ABM Managers are responsible for the strategizing of ABM campaigns and organizing timelines and DRIs for deliverables to execute on the campaigns.
In FY23 Q2, the ABM Team has kicked off a single Tier 1 pilot in each region to establish process and gain an understanding of what steps in the approach are productive, and which we can remove for efficiency.
The accounts selected for the Tier 1 pilots were defined by the Regional VPs. These accounts are First Order (no customers in the hierarchy) as this is currently the focus for Marketing, determined by sales and marketing leadership and aligned to the overarching business model.
There will be an epic for every Tier 1 Account - created by the ABM Manager for the region. See Tier 1 Campaign Steps
Tier 1 Team is led by an ABM Manager and is comprised of functional DRIs across marketing, sales, bdr, and revenue.
Tier 1 team members:
The ABM Manager of the Tier 1 Account will create the epic with the following structure - details and links to be added up on creation of documents and timeline defined.
#### :mega: [Slack Channel >>]() - `to be added` ## :busts_in_silhouette: Team * Account Based Marketing: * Marketing Campaigns: * SAE: * BDR: * Field Marketing: * Partner Marketing: ### [Slide Deck >>]() - to be added by ABM Manager ([template](https://docs.google.com/presentation/d/1eigOG77HWfxGSFz1xiWBez89fnkiheJulAmbbMoB4RA/edit#slide=id.g133935fe3f6_0_290)) ### [Notes Doc >>]() - to be added by ABM Manager ([template](https://docs.google.com/document/d/1cb0jRLBbmfqcbbhL5QQwI4NTqS11xNkrpumc3Og4JBY/edit#)) ## Key Resources & Links * [SFDC Ultimate Parent Account]() - to be added * [SFDC Hierarchy]() - to be added ## :memo: Campaign Brief ### Business Objectives `To build a multi-channel cohesive approach to engage and convert HSBC in collaboration with ABM, Campaigns, Sales, BDR, Field Marketing, and Partner.` ### KPIs & Goals `Need to work through journey stage issues with Demandbase` ### Aligned Content & Planned Events * TBD * TBD ### Marketing Channel Mix * [ ] LinkedIn Promoted * [ ] LinkedIn InMail * [ ] Demandbase (Display Ads) * [ ] Outbound BDR Blitz * [ ] Email Signature Banner * [ ] Email Marketing * [ ] Drift Bot
Agnes and Eirini to add