forget the fluff: a practical approach to measuring account-based marketing (abm)

Forget the Fluff: A Practical Approach to Measuring ABMKristen Wendel, Director of Marketing Operations@kewendel

Confidential © 2017 VersionOne

About Me

ERP Software - Acquired by Infor for $227M in 2007

Healthcare Billing Software – Acquired by ResMed for $800M in 2016 Supply Chain Software - Purchased by JDA

in 2012 for $1.9B

Banking Software – Sold to ACI Worldwide in 2012

• Over 12 years of B2B Software Experience

– Execute Demand Gen Programs

– Analyze and Optimize Marketing and SDR Performance & Process

– Implement MARTECH platforms to support revenue generation

– ABM and ABSD


About VersionOne

• Founded in 2002; headquartered in Atlanta, GA

• Leader in unified Agile and DevOps software solutions

• Help software teams deliver better software faster

• 33 Fortune 100 customers in addition to major government agencies

• Successful deployments of up to15,000 users at Bank of America, Boeing, Capital One, Cerner, Lockheed, SAP, Siemens, Social Security Administration, State Farm, USPS, Walt Disney, and Wells Fargo

• World-class agile training and transformation consulting services


• Compete against large players – Microsoft, CA, and Atlassian

• Historically reliant on inbound leads, yet missing out on being considered in evaluations

• With a lean team, ABM seen by marketing as best chance to focus on accounts most likely to buy

• Improve awareness, engagement, appointments, and pipeline of target accounts

Why ABM?

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Target accounts and MQAs=

Fit + Intent (+ Engagement)

Market Driven ABM/ABSD

Using Everstring, Bombora and Engagio to refine target accounts and direct urgent activity

ABM/ABSD Approach

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Select Accounts

Build Target Contacts

Promotion

MQAs

Check Engagio

Build 10+ More Contacts

Gather Account InsightCreate Content

Personalized Phone+Social+Email

ABM + ABSD = One Targeted Effort

Marketing Account-Based Value Creation

ABSD Value Creation

& Appointment Delivery

ABM• Awareness• Engagement• MQA• Opportunity

Leads Based• MQLs• Form Fills• CTR• Email Opens

ABM KPIs

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• Awareness– Are Target Accounts aware of your company

ABM KPIs

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• Engagement– Aggregate leads, contact and anonymous activity to show how

much time target accounts have spent engaging with your brand

ABM Metrics

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• MQA– A target or non-target account that has reached a level of

engagement to alert sales to get involved

ABM Metrics

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ABM Results

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Tier#ofAccounts Engagement

%Engaged MQL

SalesAppt

Opps(I) Pipeline

ConversiontoOpp

Tier1 99 94 95% 40 7 8 $ 8.08%

Tier2 545 406 74% 123 40 20 $ 3.67%

Tier3 5341 1045 20% 243 65 51 $ 0.95%


• ~4,000 (target and non-target) enterprise prospect accounts were engaged quarterly with VersionOne

• 88% engagement: we know we can engage target accounts, ~40% of the engagement is pure product engagement

• Opp size: Target account opps are 40% larger (I-ACV) than the average

• Target accounts generated 40% of new Enterprise Initial pipeline

• Target accounts generated 23% of Enterprise Initial bookings – 6-9 month sales cycle

ABM Results

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