How can ROI be determined in Account Based Marketing cases?

1. Christopher Engman
Founder and Head of Vendemore
Christopher.Engman@Vendemore.com
+46 735 101974
Customer case: Bisnode
Capabilities used:
1) Account selection
2) Insights
3) Content
4) Orchestration
5) Targeted delivery
6) Measurement

2. Bisnode
Targeting:
- Existing customers for cross/up selling. Almost always several ongoing sales processes per
account.
- 5 primary industry verticals
Challenges:
- Too few contacts per account
- Product focused sales organization (rather than solution selling)
- Lack of knowledge of total offering within the customer organization (and within our own sales
organization)
- Fierce competition (often cheaper alternatives) for many of the offerings
Expected effects:
- Increased number of deals and higher order values
- Higher awareness within the customer organizations
- Increased cross sell
@chrisengman

3. Aligning marketing investments with business opportunities
$
Clients
Potential revenue
Existing revenue
Similar clients
Top
50
Next
50
Next
100
ABM – Named accounts
B2B General marketing
Sales resources
@chrisengman

4. Account specific content or “Poker cards”? …industrial scale ABM
requires the “poker card” usage…
Retail
references
Guide
Getting
started
Infograph Solution
area A
Competitor
X
Bank
references
Selection
guide
Recorded
webinar
Solution
area B
Competitor
Y
Telco
references
Pain 1 Market
leadership
Solution
area C
Competitor
Z
Pharma
references
Pain 2 2 min
video
Solution
area D
Status quo
Generic
references
Pain 3 3 min
video
Gartner
report
Sirius
report
Solution
area A
Solution
area B
Solution
area C
Solution
area D
Customer
1
√ $ ≠ √
Customer
2
$ ≠ ≠ √
Customer
3
√ √ $ √
…
Customer
89
$ $ ≠ √
Customer
90
√ ≠ ≠ $
Content / Ad library / ”Poker cards” Message to Account mapping
@chrisengman

5. Account Based vs. List Based Marketing
High
Priority
Medium priority
Low priority
Insufficient Sales resources
Inability to prioritise Account Based Trawling
vs List Based Marketing
Current Sales focus Account Based Marketing
Search + MA
@chrisengman

6. Bisnode uses a mix of general, vertical specific and account
specific content and ads
@chrisengman

7. Example content journey
@chrisengman

8. Bisnode mixes content per account based on tactical situation.
Bisnode
Europe
CX
Retail
CX
Mistakes
CX
Video
Predictive
Analytics
Fraud
Credit
Solutions
Compliance
RSS
News
Retail 1 x x x x
Retail 2 x x
Retail 3 x x x x
Bank 1 x x x x
Bank 2 x x x x
Municipality 1 x x x
Municipality 2 x x x x
- Where they are in the sales processes.
- Cross selling initiatives
- Defence. At the end of contracts.
@chrisengman

9. - Account prioritization
- Solution prioritization – for which sales process is the customer engaging with the content
- Next step: Persona type via media category
Bisnode insights for sales include:
Bisnode
Europe
CX
Retail
CX
Mistakes
CX
Video
Predictive
Analytics
Fraud
Credit
Solutions
Complianc
e
RSS
News
Retail 1 0,03% 0,04% 0,08% 0,24%
Retail 2 0,07% 0,09% 0,02%
Retail 3 0,19% 0,14% 0,21% 0,04%
Bank 1 0,05% 0,16% 0,8% 0,10%
Bank 2 0,03% 0,06% 0,09% 0,11%
Municipality 1 0,03% 0,05% 0,06%
Municipality 2 0% 0,06% 0,14% 0,03%
@chrisengman

10. CONTACTS
LinkedIn
CRM
TRAFFIC
Unique Visitors
Repeat Visitors
REVENUEOPPORTUNITIES
No. of Opportunities
Pipeline Value
Campaign Progression
KPI to ROI
Volume
Time

11. Historical Analysis
A/B Testing
Before ABM Campaign Short Term Effects Long Term Effects
A
B
Deals per Account
Deal Velocity
Deal Expansion

12. 10000.0
20000.0
30000.0
40000.0
50000.0
60000.0
70000.0
80000.0
90000.0
100000.0
January/15 February/15 March/15 April/15 May/15 June/15 July/15 August/15 September/15 October/15 November/15 December/15 January/16
Total Trend
20000 SEK Gap
50000
SEK Gap
Invoiced Amount
Per Customer
Per Month

13. - Sales has gone from suspicious and unengaged to enthusiastic about ABM.
- Marketing and sales are working closely together.
- Marketing and sales have aligned their KPI’s.
- Marketing have adopted an ABM-based content strategy.
- Marketing are producing more content that is balanced across the customers’ buying
process – from easy check-lists, customer cases to heavier content such as business
cases and white papers.
- Bisnode is attending less fairs and sponsoring less external events as they have a much
lower ROI than the ABM-program.
Bisnode’s key organizational learnings after working with ABM
for 18 months:
@chrisengman

14. • Account Based Marketing vs List Based
Marketing
• Poker cards
• Trawling (you need to be able to turn on and off
accounts and ads per account)
• 50% of the value of ABM is to enable
prioritization of sales people’s time
• which accounts,
• which themes/solution areas,
• which personas/functional roles
• Bisnode case: 150% higher revenue
increase, 13% shorter sales cycles,
more deals per account (A-group vs B-
group)
Summary
@chrisengman