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The Gifted Marketer’s Guide to ABM Success

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The Gifted Marketer’s Guide to ABM Success with expert insights and real-world advice from award-winning B2B marketing leaders

Published in: Marketing
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The Gifted Marketer’s Guide to ABM Success

  1. 1. The Gifted Marketer’s Guide to ABM Success with expert insights and real-world advice from award-winning B2B marketing leaders
  2. 2. 2T H E G I F T E D M A R K E T E R ’ S G U I D E TO A B M S U C C E S S Over the years, a “more is more” mindset has been ingrained in B2B marketers. But, what if more isn’t always the right kind of more? Picture this: If the sales team sounds the alarm that they need to close more business, the response we’ve been trained to have is, “Let’s cast a wider net to pull in more leads.” And sure, you might end up bringing in a higher number of leads, but are they the right leads that sales can convert into closed-won business? Unfortunately, “more is more” marketing can often result in more miscommunication with sales, more leads that end up getting tossed out of the funnel altogether, and more distrust in marketing’s process. This is where account-based marketing (ABM) comes in, shifting the B2B marketing mindset from “more is more” to “targeted is better.”
  3. 3. 3T H E G I F T E D M A R K E T E R ’ S G U I D E TO A B M S U C C E S S Now is the perfect time to explore a new ABM strategy or to supercharge the one you’ve got. Read on for ideas and insights from a group of powerhouse B2B marketing leaders that will help you get the most out of your ABM strategy, no matter where you are in your journey.
  4. 4. 4T H E G I F T E D M A R K E T E R ’ S G U I D E TO A B M S U C C E S S In this guide to ABM Success, we’ll explore: S E C T I O N 1 Sales and Marketing Alignment 6 S E C T I O N 2 Target Account List Building 13 S E C T I O N 3 ABM Metrics and Measurement 20 S E C T I O N 4 Tactics and Systems to Activate Your Strategy 27
  5. 5. T H E G I F T E D M A R K E T E R ’ S G U I D E TO A B M S U C C E S S 5 As you read on, you’ll hear from our panel of rockstar ABM experts… Lisa Ames VP of Marketing Lucidworks Daniel Rodriguez Head of Revenue Alyce Kathy Macchi VP of Consulting Services Inverta Brian Kardon Chief Marketing Officer Fuze Dave Rigotti Head of Enterprise Demand Generation and ABM Marketo, an Adobe Company Joe Chernov VP of Marketing Pendo Ken Evans Senior Director of Marketing Operations Fuze Lauren Vaccarello Former VP of Marketing Box
  6. 6. 6 S E C T I O N 1 S A L E S A N D M A R K E T I N G A L I G N M E N T Should The ‘A’ in ABM Stand For Alignment?
  7. 7. 7T H E G I F T E D M A R K E T E R ’ S G U I D E TO A B M S U C C E S S One of the foundational building blocks for ABM success is sales and marketing alignment. Now, the notion that sales and marketing should be in alignment is a tale as old as time. Sales and marketing professionals know in their hearts and souls that it’s important to work effectively with their counterparts, to understand where they’re coming from, and to appreciate what each side brings to the table. In practice, however, sales and marketing alignment often ends up feeling a bit nebulous. The idea itself is beautiful. It’s fantastic. It’s aspirational. But is it feasible? Our panel of ABM experts say “yes,” and we agree. For ABM to work, sales-and-marketing alignment is a must and a great ABM strategy can actually help promote this. Like any relationship, it will require ongoing attention and cultivation, but achieving alignment for the good of the business is possible – and can lead to great results.
  8. 8. “ D A N I E L R O D R I G U E Z Head of Revenue Alyce 8 If you’re investing in an ABM strategy and expect to achieve growth-fueling results for your business, sales and marketing alignment isn’t just a nice-to-have– it’s a must.”
  9. 9. What do the ABM experts think? 9 S E C T I O N 1 S A L E S A N D M A R K E T I N G A L I G N M E N T
  10. 10. “ 10 “ Inverta VP of Consulting Services K AT H Y M A C C H I If you’re serious about ABM, you need an ABM leadership team… to talk through the purpose, what everyone wants to accomplish, and how they plan to accomplish it. You’ll end up with philosophical, operational and analytical alignment – with leaders across sales and marketing bought in to the plan.”
  11. 11. “ 11 Marketo, an Adobe Company Head of Enterprise Demand Generation and ABM D AV E R I G O T T I If marketing has one set of goals related to lead generation, and sales has another set of goals related to revenue, real alignment is impossible. The No. 1 question to answer is: ‘Are our marketing team’s goals aligned with our sales team’s goals?’”
  12. 12. “ 12 Fuze Senior Director of Marketing Operations K E N E VA N S ABM begins with alignment, and alignment isn’t just about people. You need sales and marketing team alignment, but also an alignment in your operations, your goals, and your process.”
  13. 13. 13 S E C T I O N 2 TA R G E T A C C O U N T L I S T B U I L D I N G Have You Made Your List (And Checked It Twice)?
  14. 14. 14T H E G I F T E D M A R K E T E R ’ S G U I D E TO A B M S U C C E S S When marketing and sales align on your ABM approach, you’ll be in the right position to build your target accounts list. Both sales and marketing need to have input into the list and understand how and why specific accounts end up on – or off – it. For ABM, when you develop your target accounts list, you’re taking a major step away from “more is more” marketing. Instead, you’re partnering with sales and other internal stakeholders to agree on which accounts matter most, where you want to invest more heavily and which accounts are most likely to help grow your business. Whether the resulting list you build has 30 accounts or 30,000, when you define your top accounts, you’ll be well on your way to activating ABM success.
  15. 15. “ D A N I E L R O D R I G U E Z Head of Revenue Alyce 15 For some companies, any lead may be a good lead. But for B2B organizations with high-value products and services that solve highly specific challenges, a broad lead generation approach isn’t enough. For ABM to work, marketers need to collaborate with sales to identify the best-fit accounts for the solutions they’re selling.”
  16. 16. What do the ABM experts think? 16 S E C T I O N 2 TA R G E T A C C O U N T L I S T B U I L D I N G
  17. 17. “ 17 Lucidworks VP of Marketing L I S A A M E S Unlike B2C where you may want millions of customers, B2B marketers inherently have a sense that there are some accounts that are a better fit for your business than others. So, the starting point for ABM is shifting your thinking to focus marketing efforts on going after those potential customers, not anyone and everyone in your addressable market.”
  18. 18. “ 18 B R I A N K A R D O N Fuze Chief Marketing Officer If we were going to be all-in with ABM, getting the target accounts right was the most important thing. To get there, we ran two tracks of thinking: we held roundtables with sales people to see what they thought, and we ran the numbers to see what the data showed us. From there, we ended up with 30,000 target accounts, and 8,000 of those are assigned to sales people.”
  19. 19. “ 19 VP of Consulting Services Inverta K AT H Y M A C C H I The term ‘ABM’ can mean so many different things today – from marketing to 5,000 accounts to just a handful. You need to… define the decision criteria you used to build your target accounts list so that everyone knows why any given account got onto the list in the first place. Don’t create it in a vacuum.”
  20. 20. 20 S E C T I O N 3 A B M M E T R I C S A N D M E A S U R E M E N T Are You Using the Right Metrics?
  21. 21. 21T H E G I F T E D M A R K E T E R ’ S G U I D E TO A B M S U C C E S S Chances are good that you have personally pulled together a novel’s worth of slides so far throughout your career, full of charts, numbers and lists proving how various marketing activities are moving the needle on a predefined set of objectives and KPIs. And chances are good that the majority of your metrics have focused on what has long been considered the lifeblood of B2B marketing programs: leads. That said, if you’re exploring an account-based marketing strategy or looking to advance what you’re already doing on the ABM front, it may be time to rethink the metrics you’re measuring. If the goal is target account penetration, why should we be measured on lead generation? If you’re investing in account- based marketing, be sure to invest in account-based metrics and measurement frameworks to match.
  22. 22. “ D A N I E L R O D R I G U E Z Head of Revenue Alyce 22 As marketers, is there any greater disservice than using the marketing- qualified lead to explain our value to the organization? It’s like we’re missing a metric– something like the ‘qualified relationship– to let people know that we’re actually doing the things that make someone likely to trust us enough to buy from us.”
  23. 23. What do the ABM experts think? 23 S E C T I O N 3 A B M M E T R I C S A N D M E A S U R E M E N T
  24. 24. “ 24 Pendo VP of Marketing J O E C H E R N O V As B2B marketers, we’ve been indoctrinated to think it’s all about leads. But, for ABM, the focus is accounts, not leads. So, we need to replace the marketing-qualified lead with the marketing-qualified account as the metric for success.”
  25. 25. “ 25 Inverta VP of Consulting Services K AT H Y M A C C H I If you’re using a one-to-one or one- to-few ABM model, MQLs don’t have a place. You’re selling to buying committees; you want to measure engagement at the account.”
  26. 26. “ 26 Marketo, an Adobe Company Head of Enterprise Demand Generation and ABM D AV E R I G O T T I Generating leads should be considered a ‘leading indicator’ instead of the actual goal of marketing. The goal is to drive revenue. That’s why marketing exists– to help a company grow.”
  27. 27. 27 Are Your Systems and Tactics Setting You Up for Success? S E C T I O N 4 TA C T I C S A N D S Y S T E M S T O A C T I VAT E YO U R S T R AT E GY
  28. 28. 28T H E G I F T E D M A R K E T E R ’ S G U I D E TO A B M S U C C E S S So, you’ve bought in to account-based marketing as a way to supercharge B2B revenue generation results. You’ve invested time and energy into aligning and collaborating with your sales peers. You’ve been putting thought into developing your list of target accounts. You’ve done some thinking about how to measure the effectiveness of ABM. Now what? Now is when you go for it. This is when you dive in to executing your ABM strategy – even if you’re starting small – and you determine the optimal tactical and technological mix to get the business results you need as your ABM initiative evolves.
  29. 29. “ D A N I E L R O D R I G U E Z Head of Revenue Alyce 29 When you’re building your ABM initiative and tailoring digital content and physical experiences for your named accounts, the key is scalability. To get the most out of your ABM strategy, you’ll need solutions that enable personalization at scale.”
  30. 30. What do the ABM experts think? 30 S E C T I O N 4 TA C T I C S A N D S Y S T E M S T O A C T I VAT E YO U R S T R AT E GY
  31. 31. “ 31 Chief Marketing Officer Fuze B R I A N K A R D O N We spend money to give our target accounts something special. We use Alyce to send high- end direct mail to get meetings and engage people across a large buying committee. We also create special field events that are tailored to our target accounts... Think: driving Teslas on a test track in Germany or hosting a meet- and-greet with a renowned wine maker to offer a first taste of a new small-batch release.”
  32. 32. “ 32 Box Former VP of Marketing L A U R E N VA C C A R E L L O What I love about marketing and ABM is how you can mix the digital world with the physical world to get big results… To drive awareness among our target accounts, we create a ‘digital ecosystem’ around our buyers, [and] we think about how we can tailor the experience for our target accounts… to create in-person moments of serendipity.”
  33. 33. “ 33 Senior Director of Marketing Operations Fuze K E N E VA N S When you’re making an ABM tech investment, it’s important to ask, ‘Who benefits if we implement this tool?’ If we think about Alyce… Alyce took an expensive, inefficient problem and solved it in a way that benefits sales and marketing, helping us deliver the most relevant message we can to our audience, while also making it measurable. And of course, this has led to conversion rate lift.”
  34. 34. 34 Ready for ABM Amazingness?
  35. 35. 35T H E G I F T E D M A R K E T E R ’ S G U I D E TO A B M S U C C E S S When it comes to account-based marketing strategies, it’s still early days for most companies. People are carving out areas of their marketing function to explore ABM as a strategy – and they’re seeing the payoff. What we’ve seen here at Alyce, among our customers, and proven with our panel of experts is that ABM can be a powerful way to align marketing and sales, focus resources on building business with best-fit accounts, spur the development of a metric that serves us better than the MQL, and engage and impress target accounts in more meaningful ways.
  36. 36. 36T H E G I F T E D M A R K E T E R ’ S G U I D E TO A B M S U C C E S S Check out our #ABMxAlyce blog series, where you can take a deeper dive into our conversations with the panel of experts you met in this eBook. Click here to find it now! https://www.alyce.com/blog/category/abm/ Want more ABM content?
  37. 37. 37T H E G I F T E D M A R K E T E R ’ S G U I D E TO A B M S U C C E S S AT A LYC E , W E L I V E A N D B R E AT H E A B M . Whether you’re looking for a way to consistently surprise and delight your key accounts, or you just want to bounce some ABM- inspired ideas off our team, we’d love to hear from you. Find us here: social@alyce.com Get in touch!

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