ITSMA Online Survey:  Account Based Marketing and ROI: Building the Case for Investment
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ITSMA Online Survey: Account Based Marketing and ROI: Building the Case for Investment

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ABM is a structured approach to developing and implementing highly customized marketing campaign to markets of one. Investment in ABM in 2013 was at an all-time high and predicted to grow even more in ...

ABM is a structured approach to developing and implementing highly customized marketing campaign to markets of one. Investment in ABM in 2013 was at an all-time high and predicted to grow even more in 2014.

Nearly all B2B solution providers that measure Account Based Marketing (ABM) ROI find that ABM delivers higher ROI than other marketing initiatives. So why then is the number one ABM challenge getting adequate budget to support ABM programs and resources? Why isn’t investing in ABM an easy decision? Even more importantly, what can you do to ensure that your ABM program builds momentum and continues to deliver outstanding results?

This survey report provides detailed data on the most current status of:

ABM adoption stages
Primary ABM objectives and achievements
Key benefits of ABM for sales and customers
Size and growth of the ABM budget
Measuring ABM results
ABM best practices

In addition, you will get ITSMA’s recommendations on how to document and communicate positive ABM outcomes that will help sustain an ABM program and build momentum.
Methodology

Web-Based Survey

Survey invitations were emailed during October 2013 to ITSMA member and select non-member companies
88 primarily marketers at B2B technology and business services companies completed the survey

ITSMA Analyzed the Data Three Ways

Stage of ABM Adoption
Standardizing & Scaling ABM
Planning, Piloting, & Building ABM
Size of Company (annual revenue)
Less than $500M
$500M–$9.9B
$10B or More
Company Type
Sells products & services
Primarily services

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    ITSMA Online Survey:  Account Based Marketing and ROI: Building the Case for Investment ITSMA Online Survey: Account Based Marketing and ROI: Building the Case for Investment Presentation Transcript

    • ONLINE SURVEY Account Based Marketing and ROI: Building the Case for Investment Julie Schwartz, Senior Vice President Research and Thought Leadership, ITSMA Abbreviated Summary | January 2014 ©ITSMA 2014 Account Based Marketing Survey | SV4590F. All rights reserved. Not for reproduction or redistribution without permission.
    • Abbreviated Summary ABM yields higher returns per The three biggest ABM challenges: marketing dollar than other marketing investments. But many ABM initiatives are abandoned because ABM is so unlike conventional marketing initiatives. How do you make the case for sustained investment? Note: This abbreviated summary highlights a few significant findings from the ITSMA study Account Based Marketing and ROI: Building the Case for Investment. A more in-depth analysis can be found in the full report. ©ITSMA 2014 Account Based Marketing Survey | SV4590F. All rights reserved. Not for reproduction or redistribution without permission.
    • ABM is big and getting bigger On average, among B2B IT services companies, 15% of the marketing budget is spent on What are your spending plans in FY2014 for Account Based Marketing? Will spending: % of Respondents (N=58) ABM. And of the companies who have ABM initiatives, over seven in ten say that they plan to spend more (and nobody is planning to spend less). Stay the same 28% Increase 72% ABM spending is on the rise Source: ITSMA Account Based Marketing Survey, October 2013 ©ITSMA 2014 Account Based Marketing Survey | SV4590F. All rights reserved. Not for reproduction or redistribution without permission.
    • ABM delivers a high ROI over time Over 80% of marketers that And half of those say that the measure ROI say that ABM difference is significant. initiatives outperform other So investing in ABM should be marketing investments. a no-brainer. Do you measure ABM return on investment (ROI)? % of No Respondents 30% (N=63) Don’t know 10% Right? How does ABM return on investment (ROI) compare to other marketing initiatives? % of Respondents (N=38) Yes 60% Significantly higher 42 Somewhat higher 42 About the same 16 Source: ITSMA Account Based Marketing Survey, October 2013 ©ITSMA 2014 Account Based Marketing Survey | SV4590F. All rights reserved. Not for reproduction or redistribution without permission.
    • ABM requires time to take off Wrong. ABM isn’t like other ABM is a marketing example of marketing initiatives. You may high operating leverage. You invest. ultimately get a sizable deal, You spend time underwater. And but you also spend when it pays off, it pays off big. a long time on the ROI of an ABM Program runway before ROI Over Time taking flight. break even ROI 0 Time ©ITSMA 2014 Account Based Marketing Survey | SV4590F. All rights reserved. Not for reproduction or redistribution without permission.
    • Do the right things upfront and the returns will follow There are two keys to sustaining the momentum of your ABM program. First, position it correctly at Second, create broad metrics the start. Not as a marketing that can help you show interim initiative. Not as demand gen. success, even without As a company-wide strategic immediate revenue. Number of relationship-building initiative. executive contacts. Invitations to bid. Meetings obtained. Correct positioning of ABM correlates directly with high ROI on ROI Gather evidence from early wins to get the resources to build, standardize, and scale your ABM program ©ITSMA 2014 Account Based Marketing Survey | SV4590F. All rights reserved. Not for reproduction or redistribution without permission.
    • Study Methodology Industry % of Respondents (N=88) In October 2013 ITSMA 8 8 8 15 surveyed 88 executives, almost all in marketing, mostly from B2B IT services 15 companies. Annual Revenue of Companies Represented % of Respondents (N=88) 44 19 Other Other business services Outsourcing (technology/ business process) Telecommunications and network systems/solutions Software solutions Computer systems and solutions 28 IT professional services/consulting *Storage, semiconductor capital equipment, office equipment, test and measurement, industrial automation 13 9 Less than $100M 7 $100M up to $499M $500M up to $999M 14 13 $1B up to $4.9B $5B up to $9.9B $10B or more Source: ITSMA Account Based Marketing Survey, October 2013 Where are you physically located? % of Respondents (N=88) Africa Latin 1% America 1% Asia/Pacific 8% North America 62% Europe 28% ©ITSMA 2014 Account Based Marketing Survey | SV4590F. All rights reserved. Not for reproduction or redistribution without permission.
    • Respondent Characteristics % of Respondents (N=88) Which of the following best describes your job title or level? Individual contributor 11% Manager 24% Member of the functional or LOB leadership team Primarily Services 38% 27% 9% 91% 47% 53% Products and Services 88% Primarily B2B Director Which of the following best describes your function? Other Type of Company Marketing Type of Customers Both B2B and B2C 12% Source: ITSMA Account Based Marketing Survey, October 2013 ©ITSMA 2014 Account Based Marketing Survey | SV4590F. All rights reserved. Not for reproduction or redistribution without permission.
    • Respondent Characteristics Which of the following job roles have you held, either currently or in the past? % of Respondents (N=46) Account Based Marketing Marketing communications Event marketing Industry marketing (vertical markets) Sales enablement Content/thought leadership development Product/offer management Business development Field marketing Partner/alliance marketing Direct client experience/Client-facing role (delivery) Digital content management Brand management Sales Community management Other 100 72 61 61 59 54 48 46 44 41 33 28 26 26 15 7 Note: Multiple responses allowed. Includes only respondents that have held ABM positions. Source: ITSMA Account Based Marketing Survey, October 2013 ©ITSMA 2014 Account Based Marketing Survey | SV4590F. All rights reserved. Not for reproduction or redistribution without permission.
    • Want to learn more? Here’s what is included in the full study Slide Executive Summary 2 Methodology and Respondent Demographics 16 Detailed Findings 26 For More Information Julie Schwartz Senior Vice President Research and Thought Leadership ITSMA jschwartz@itsma.com +1-781-862-8500, Ext. 112 ©ITSMA 2014 Account Based Marketing Survey | SV4590F. All rights reserved. Not for reproduction or redistribution without permission.