the definitive abm success guide

Definitive ABM Success Guide!

© 2015 Demand Metric Research Corporation. All Rights Reserved. @AcctBasedMktg | www.accountbased.marketing

In Partnership With:

Today’s Presenters!!


Mark Ogne – !Founder, ABM Consortium!EVP Demand Metric!!Jerry Rackley – !Chief Analyst Demand Metric!

ABM Capabilities Framework!AccountSelec+on

Insights Content Orchestra+on Distribu+on Measurement

Useofaprocessorra+onaleforselec+ngtarget

accounts.

Developmentofaccountprofiles&marke+ngplansfortarget

accounts.

Crea+onofcontentthatspeakstotheneedsoftarget

accounts.

Canchangedeliveredcontentastargetaccount

engagementadvances.

Inten+onaldeliveryof

mediaand/ormessagestospecifictarget

accounts.

Useofaccount-levelanaly+cstotrackABMprogramresults.


Benchmark Study Approach!


Survey Hypothesis


Does compliance with the ABM Capabilities Framework !result in greater revenue impact from ABM? !

Survey Data!

Type!§  B2B: 100%!

Role!§  Executive: 13%!§  Marketing: 69%!§  Sales: 12%!§  Other 6%!

Annual Sales!§  Less than $10m: 32%!§  $10 to $24m: 12%!§  $25 to $99m: 18%!§  $100 to $499m: 27%!§  $500m to $999m: 3%!§  $1b or more: 7%!


Impact of ABM on Revenue Produced!

22%!

10%!

50%!

5%!

6%!

7%!

0%! 10%! 20%! 30%! 40%! 50%! 60%!

Uncertain!

Negative!

Favorable, but not measured!

Less than 10% increase!

10 - 24% increase!

25% or greater increase!


Perceived Compliance with Framework!

AccountSelec+on

Insights Content Orchestra-+on

Distribu+on Measure-ment

HighMaturity 80% 46% 51% 28% 44% 33%

MidMaturity 19% 10% 11% 5% 8% 78%

LowMaturity 49% 23% 21% 16% 29% 16%


Benchmark Study Results!


Account Selection Maturity!

“Welookforcompanieswelike.”

HIGH: 3%MID: 3%LOW: 37%

“Wetrytoreplicateourcurrentsalesaccountcoverage.”

“Weuse3rdpartydata(e.g.Dun&Bradstreet)tofindcompanieslikeoneswe'verecentlyclosed.”

“Weusetechnology(e.g.predic+veanaly+cs)toiden+fyhigh-valuetargets.”






ABM Account Selection: Predictive Intelligence

Identify and target accounts with the highest

propensity to buy

Uncover a complete view of the buying journey at

an account level

Enhance firmographic and business intelligence with b2b intent data and predictive intelligence


ABM Account Selection: Case Study

The Challenge A big data company was looking to expand beyond their traditional named account targets for sales

The Solution: MRP implemented an ABM strategy leveraging the Delta Marketing Cloud and Prelytix to create a dynamically evolving ABM list based upon the buying intent signals uncovered in our process

1 2 3 Track Existing Named Accounts

Monitor intent signals to protect and upsell

Track Existing Pipeline Validate opportunity and identify stage of buyer journey

Track “Whitespace“ Identify accounts that fit their firmographic criteria but they are not yet engaged with

Account Selection Maturity - Primary Motive!

62%!

7%!

31%!

82%!

6%!12%!14%!

26%!

60%!

0%!10%!20%!30%!40%!50%!60%!70%!80%!90%!

Prospect for new! Cross/up sell to existing! Both!

Low maturity!Mid maturity!High maturity!


Vitec: cross-selling case!


ERP-system supplier for the real estate industry!!4 extra modules on top of the basic financial system/ERP: !1.  Energy consumption!2.  Service/maintenance!3.  Forecasting!4.  Service staff!!30 of 450 largest clients are using big parts of the product portfolio !

Creating meetings is not the challenge!

Hard to create urgency within the clients organisation!


Constr.comp.

Mun.Realest.

PrivateRealest.References

EnergyCons.

Customerservice

ForecastModules/Painareas

Servicestaff

Constr.comp.

EnergyCons.

Forecast

For a construction company !lacking the energy solution !and the forecasting module!




2013 vs 2012: !+80% increased profits, !+20% increased cross selling!!The same marketing budget and the same number of sales people. Focused the marketing budget on ABM with Vendemore and kept the annual customer event. !!From 2013 to 2014 Vitec increased sales by 20,8 %. !!During the first six months in 2015 compared to the first six months in 2014 Vitec increased sales by 28,8 %.!

Insights Maturity – Account Profiles!

“Mktgteamcreates1accountprofileusedforalltargetaccounts.”


“Marke+ngteamcreatesanaccountprofileforeachtargetaccount.”

“Sales&marke+ngteamscollaboratetoconceiveaccountprofiles.”

“Sales&marke+ngteamcollaborateandusedatafromCRMandothersystemstodevelopaccountprofiles.”





Insights Maturity – Mktg Plans!





HIGH: 36% 42%MID: 6% 6%LOW: 23% 17%

“Create/use1planforallacctsbasedonintui+on.”

“Create/usea1planforallacctsbasedonavailabledata.”

“Create/use1planforallacctsbasedonconversa+onw/sales.”

“Create/useacct-specificplansbasedonavailabledata.”

“Create/useintui-+on-basedacct-specificplans.”

“Create/useacct-specificplansbasedonaconver-sa+onwithsales.”


Content Maturity!

“Weusethesamesetofcontentforalltargetaccounts.”


“WecreatecontenttosupportABMandusethesamesetforalltargetaccounts.”

“Wecreateversionsofcontenttoservespecifictarget-accountobjec+ves.”

“Wecreatealibraryofcontenttoservespecifictarget-accountobjec+vesastheyevolveduringthecourseofourABMprogram.”





Marketing in B2B is like dating:!“if you only talk about yourself there will not be a second date…”!



Buyer’s JourneyEducation

DigitalTouches

HumanTouches

Solution Selection Delivery Develop Retain Grow

Customer lifecycle

Ad displaying problem or

pain

Asked a colleague their

opinion

Talking to salesperson

Attended customer

conference

Had onsite demo

Googling problems and

pains

Visited company web site

Read syndicated

content

Ad displaying additional product

Within complex sales, neither marketing !nor the sales-team can rely solely on each other. !

Buyer’s Journey Customer lifecycleEducation Solution Selection Delivery Develop Retain Grow

Stake- holder

#3

Digital TouchesHuman Touches

Stake- holder

#4


Stake- holder

#...


Stake- holder

#1


Stake- holder

#2


Stake- holder

#50



Larger Decision-Making…!


Start Creating Together!!- because you will use it together.!

Account-Based Marketing Content

ABM-content is then created towards different types of decision-makers within your targeted accounts. C-level, business developers and users, all demand different types of content. !

Content should be specified to the right pain and buying process and the right needs (the knowledge gap) in order to move the decision-makers within your targeted accounts forward.!

Just as in sales, base your content on the unique challenges of the target company.!

ABM-content is created towards specific accounts, !not ”one fits all”-content to one single ”persona”.!

So the question is; do you have ABM-content tailor-made for these top-accounts or those specific selling/buying processes, or is it just ”one-fits all

content”, for one persona that you believe will buy all by him/her-self?!!

Then it’s not ABM.© 2015 Demand Metric Research Corporation. All Rights Reserved. @AcctBasedMktg | www.accountbased.marketing


Already efficient – now its about the environmental effects! More efficient!

Case Study:!Company selling robots to the manufacturing industry!

Orchestration Maturity!

“WedeliverthesamecontenttoallaccountsintheABMprogram.”


“Wecanmanuallychangethecontentwedeliverattheaccountlevel.”

“Ourplaborm(s)automa+callychangescontentattheaccountlevelbasedonengagement.”

“Wecanautoma+callychangeandcoordinatedeliveredcontentattheaccountlevel,acrossallplaborms,baseduponengagement.”





Orchestrated Content Accelerates Sales Cycles!


SalesOpportunityProbability%

Marke+n

gEn

gagemen

t

Monitor marketing engagement on accounts in sales pipeline. !!Focus marketing & sales efforts on accounts with !low level of engagement.!

Awareness! Interest! Engagement! Negotiation! Close!


Orchestrating messaging across marketing channels and in coordination with sales reps!

ManuallyTriggeredEmail,Social&Adver+sing

AlertSalesRepsofmarke+ngengagement-toadapttheirmessaging

Automa+callyTriggeredEmail,Social&Adver+sing


Example of automated ad content change!Homepage visit only = Whitepaper offer!

Product page visit = Case study offer !

Pricing page visit = Free demo offer!

Final Thought on Orchestration!

“Account Based Marketing won’t scale without integration with CRM and Marketing Automation.”!

Nick Heys, CEO Azalead!


Delivery !Maturity!

2%!

8%!

11%!

11%!

66%!

14%!

36%!

39%!

0%!

0%!

5%!

8%!

9%!

10%!

89%!

15%!

11%!

8%!

19%!

30%!

38%!

41%!

51%!

76%!

0%! 20%! 40%! 60%! 80%! 100%!

I don't know!

Other means!

Paid search constrained to target accounts!

Customized web content for specific target accounts!

Retarget ads to prior website visitors!

Targeted social media messages/ads!

Proactive (not retarget) ads to specific targets!

Tailored email messages/nurturing flows!

High!Mid!Low!


Full-FunnelAccount-BasedMarke+ngTechStack


DevelopFull-FunnelABMMarke+ngPlan

Awareness•  Account-basedadver+sing•  Syndicatedcontent•  Events/TradeshowsEngagement

•  Websitepersonaliza+on•  Webinars•  Social•  CasestudiesConversion•  Forms/Chat/SalesAccelerator•  FieldEvents•  ContactMe

AnalogandDigital


DocuSignAccount-BasedAdver+sing+ABMpersonaliza+oncombinetomovekeysegmentsclosertobuying

22%Boost in Sales pipeline

Increase in page views by target companies 3x

Longer than avg. time on site 8:00

Higher than benchmark click-through rates 3x


IronMountainAttract target accounts in key verticals

HEALTHCARE BANKING & INSURANCE

28% 22% Increase in visits during/after advertising campaign:

Engage them with personalized content Increase in referrals from the homepage to detail pages:

HEALTHCARE FINANCE & BANKING

123% 115% Convert better leads for sales teams

25% FORM CONVERSION RATE

219% INCREASE IN MQLs YoY


Measurement Maturity!






“Wedon’ttrackanymetricsforourABMprogram.”

“Wetracktheper-formanceofmediachannelsourABMprogramuses.”

“Wetrack/analyzeacct-levelmetricsseparatelyforeachplabormorchannel.”

“Wetrack&analyzeacct-levelmetricsacrossallplaborm&channelac+vity,&cancontrastthoseac+vi+estoallothermarke+nginvestments.”

“Wetrack&analyzeacct-levelmetricsacrossallplaborm&channelac+vity.”


ABM Metrics are Different!Demand Generation Account Based MarketingLeads AccountsQuantity QualityDays and Weeks Months and YearsCreate Pipeline Influence PipelineNew Business Land and ExpandInbound Outbound



ü  Leads in Salesforce are not connected in any way to the !Account object !

ü  Simple email domain or “fuzzy !logic” match on multiple dimensions!

ü  Append data or auto-convert!

Challenge: Lead to Account Matching!

Impact: are ABM activities improving key sales outcomes?

Coverage: do you have sufficient data, contacts, and account plans for each target account?

Awareness: are the target accounts aware of your company?

Reach: are marketing programs reaching target accounts?

Engagement: are the right people at the account spending time with your company, and is that engagement going up over time?


Analyst Bottom Line – Low Maturity Segment!


Analyst Bottom Line – Mid Maturity Segment!


Analyst Bottom Line – High Maturity Segment!


Final Thought!

“This study reveals that the full potential of ABM is not yet realized by more than 80 percent of those who have deployed it. The ABM Capabilities Framework, whose impact on revenue has now been proven by this study, is the path to greater revenue impact for those with the discipline to use it.”!

High Performance ABM Capabilities Benchmark Study!


Dialogue welcome:!

ü  http://www.accountbased.marketing!ü  @AcctBasedMktg!

ü  For more information, visit us at:!•  www.demandmetric.com!•  www.Demandbase.com!•  www.Vendemore.com!•  www.Engagio.com!•  www.Azalead.com!•  www.FreyaNews.com!•  www.MRPFD.com!
