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Get Real: Evaluating Your ABM Tech Stack for Maximum ROI

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There are literally thousands of technologies at our disposal as marketers, but most were not built with B2B marketers in mind. By now you know that account-based marketing is key to your future success, but figuring out which martech is best to support your ABM strategy can seem daunting to say the least.

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Get Real: Evaluating Your ABM Tech Stack for Maximum ROI

  1. 1. GET REAL: EVALUATING YOUR ABM TECH STACK FOR MAXIMUM ROI JOHN DERING | SR. DIRECTOR, ABM TECHNOLOGY & STRATEGY DEMANDBASE
  2. 2. AGENDA § SURVEYING MARTECH LANDSCAPE FOR ABM § ABM TECH CONSIDERATIONS BY ABM TYPE § DO’S & DON'TS OF ABM TECH PURCHASES § 4 P’S OF ABM TECHNOLOGY ADOPTION § ASSESSING & OPTIMIZING THE ABM TECH STACK § ABM TECH STACK EVALUATOR
  3. 3. © 2019 DEMANDBASE SLIDE 3 CMO REPORTED MARTECH SPEND 11.2% of Rev Total Annual Revenue Mktg Budget 22% of Mktg Budget Total Mktg Budget MarTech Budget Source: Gartner (Oct 2018 CMO Budget Survey; n= 618)
  4. 4. © 2019 DEMANDBASE SLIDE 4 MARTECH FUELS FAST GROWING COMPANIES § Fast-growing companies spend 15% of their total budget on Marketing Technologies. § Technology does not make a company grow faster. Source: Edison Partners Growth Index
  5. 5. © 2019 DEMANDBASE SLIDE 5 CURRENT STATE OF ABM TECH ADOPTION Practicing ABM New to ABM Planning ABM No ABM Plans 82%Adopted or Plan to Adopt ABM Strategy More likely to report existing technology stack “poor’ or ‘very poor’ at supporting ABM programs4x 3x More likely to report ABM technology supports marketing programs ‘well’ or ‘very well’ Cite: The State of The ABM Tech Stack Survey – Demand Metric & Demandbase 2019
  6. 6. © 2019 DEMANDBASE SLIDE 6 2011 ~150 2012 ~350 2014 ~1000 2015 ~2000 2016 ~3500 2017 ~5000 2018 ~6800 Marketing Technology Landscape Image Credit: Scott Brinker & ChiefMartech.com MARKETING TECHNOLOGY EXPLOSION 2019 2019 +7000 …Let’s just call it the “Martech 5000”
  7. 7. © 2019 DEMANDBASE SLIDE 7 ABM TECHNOLOGY CONSIDERATIONS BY TIERS OF ABM It’s a Continuum… New LOBs Personalization Engagement Signals Data & Insights Account Prioritization Bespoke Campaigns Always On Thought Leadership Orchestrated Campaigns 1:1 Strategic ABM 1:Few Segment ABM 1:Many ABM @ Scale InvestmentperAccount PersonalizationperAccount • Sales Insights • Measurement • Attribution • Testing / Optimization • Agile • CRM • MAS • Social • Contact Acquisition • Collaboration • Compliance • Budgeting • Design / Creative / Brand • Hosting
  8. 8. DO’S & DON'TS OF ABM TECH PURCHASES
  9. 9. © 2019 DEMANDBASE SLIDE 9 KNOWING A CHALLENGE WHEN YOU SEE IT
  10. 10. 4 P’S OF ABM TECHNOLOGY ADOPTION
  11. 11. © 2019 DEMANDBASE SLIDE 11 Product People Process Performance 4 P’S OF ABM TECH ADOPTION
  12. 12. © 2019 DEMANDBASE SLIDE 12 • Value Proposition • Platform / Point Solutions • Security / Governance • Return on Investment 4 P’S OF ABM TECH ADOPTION PRODUCT
  13. 13. © 2019 DEMANDBASE SLIDE 13 • Stakeholders / Owners • End Users • Day-to-day Management • On-boarding / Training • Compliance / Procurement • Reporting / Performance 4 P’S OF ABM TECH ADOPTION PEOPLE
  14. 14. © 2019 DEMANDBASE SLIDE 14 • Governance • Implementation • Integration • Training • Adoption • Maintenance • Growth 4 P’S OF ABM TECH ADOPTION PROCESS
  15. 15. © 2019 DEMANDBASE SLIDE 15 • Determining ROI • Measurement • Iterating 4 P’S OF ABM TECH ADOPTION PERFORMANCE
  16. 16. ASSESSING & OPTIMIZING ABM TECH STACK
  17. 17. © 2019 DEMANDBASE SLIDE 17 DEMANDBASE ABM LIFECYCLE TECH STACK TARGET ACCOUNTS ANALYTICS MARKETINGO PERATIONS
  18. 18. © 2019 DEMANDBASE SLIDE 18 CURRENT STACK ASSESSMENT Technologies for managing Customer Experience 50+ Current investment in technologies exclusively for marketing $XXK Technologies owned exclusively by marketing 25 Technologies owned by marketing with redundant features 5 Categories Include: • CRM • MAS • ABM • Attribution/BI • Data • Agile Comms/Project Mgmnt • Digital Marketing • Social Media • Marketing Ops • Sales Automation • Sales Gamification • Website Experience • Video • Analytics/Testing • eLearning • Direct Mail • Events (live & virtual) • Renewal management • Integrations
  19. 19. © 2019 DEMANDBASE SLIDE 19 • Define Business Challenges • Build/Support Business Case • Evaluation Plan & Procurement • Management Plan ACQUISITION & RENEWALS
  20. 20. © 2019 DEMANDBASE SLIDE 20 • Define Business Pain/Need • Stakeholders Roles • Success Measurement Plan • Spending Guidance BUSINESS CASE JUSTIFICATION
  21. 21. © 2019 DEMANDBASE SLIDE 21 EVALUATION PLAN: PROCESS GUIDELINES NET NEW ACQUISTION RENEWAL/UPGRADE/FAST TRACK Bypass RFP-style approach and move to late Ideate or Prototype Stage Source: The Real Story Group – How to Buy Technology the Right Way EMPATHIZE Narrative scenarios that encompass the entire experience; not features. Described, not prescribe. DEFINE Shortlist options based on fundamental strengths that align with user stories, INITIATE PROCUREMENT - LEVEL 1 IDEATE Review proposals for art of possible and reshape user stories as needed. Conduct realistic demos for how solution meet needs. PROTOTYPE • Real Scenarios • Real Content • Real People • Real Environment TEST Optional Proof of Concept (POC) Conduct competitive proof of concepts BUY FINALIZE PROCUREMENT – LEVEL 2 IDENTIFY Pressing Business Challenge for Evaluation
  22. 22. © 2019 DEMANDBASE SLIDE 22 EVALUATION PLAN: PROCUREMENT PROCESSES LEVEL1 Department identifies Business Use Case for Tool / Solution Departmental Approval? Personal Data? IT Required for security & Integration? Identify Preferred Vendor Provide NDA to disclose information about Demandbase Request: Soc 2 & PENTEST Reports Forward to: EMAIL SFDC / MarTech Integrations? Send vendor: • InfoSec Questions • DPA • Decide if DPIA Forward request to: EMAIL Engage IT for Review Engage Marketing Tech & Sales Ops for review LEVEL2 Review & Negotiate contracts & final DPA Import contract with DPA to DocuSign Send out for Signatures IMPLEMENT Personal Data Example List: • Name (employee or customer) • Address • SSN • ID Address • Cookie id / online Identifiers • Phone Numbers • Email Addresses • Gov’t ID number • Medical / health Info • Financial Info Trial / PoC Successful Trial? Ready to Buy? **** NDA should be secured before any internal data is shared and security, privacy and contract reviews must be complete before signing any agreement. **** YES YES YES YES YES YES NO NO NO NO NO
  23. 23. ABM STACK EVALUATOR
  24. 24. © 2019 DEMANDBASE SLIDE 24 ABM TECH STACK EVALUATOR Your go-to resource for ABM tech stack info § Easy, simple approach to evaluate your ABM Tech Stack § Find technologies to solve your most pressing ABM challenges § Get a customized report you can use to plan your next ABM technology move. § Available at Demandbase.com/abm-tech- stack-evaluator/
  25. 25. © 2019 DEMANDBASE SLIDE 25 ABM TECH STACK EVALUATOR Answer 7 Quick Questions on: § Target Account Identification § Creating Awareness at Target Accounts § Identifying and Reaching the Buying Team § Account Engagement § Content Marketing In ABM § Orchestrating and Launching ABM Campaigns § ABM Analytics & Measurement
  26. 26. © 2019 DEMANDBASE SLIDE 26 ABM TECH STACK EVALUATOR You’ll get a customized report for: § Identifying the best solution approach for your specific ABM challenge § Understanding the nuances of technologies which you should consider § Benchmarks on how many other marketers have the same challenges § Additional resources to turn this report into action.
  27. 27. © 2019 DEMANDBASE SLIDE 27 • Choosing The Right ABM Tech Makes a Difference • Choose ABM Technologies Based Upon Business Needs • Successful ABM is More Than Just Your Technology Investment • ABM Stack Evaluator Makes Finding the Right ABM Technology Easy KEY TAKE AWAYS
  28. 28. THANK YOU

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