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Making Sense of the Evolving ABM Solutions Landscape

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In this webinar, Forrester expert and guest speaker Steve Casey will share insights from his recent report on the ABM solution marketplace, data on the adoption of ABM as a practice and the results early adopters have realized, and analysis of the major trends having an impact on the future of ABM.

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Making Sense of the Evolving ABM Solutions Landscape

  1. 1. MAKING SENSE OF THE EVOLVING ABM SOLUTIONS LANDSCAPE STEVE CASEY, PRINCIPAL ANALYST | FORRESTER PHIL HOLLRAH, VP PRODUCT MARKETING AND ANALYST RELATIONS | DEMANDBASE
  2. 2. © 2020 DEMANDBASE MEET THE SPEAKERS Phil Hollrah VP Product Marketing and Analyst Relations Demandbase Steve Casey Principal Analyst Forrester
  3. 3. January 29, 2020 Steven Casey Principal Analyst Making Sense of the Evolving ABM Solution Landscape
  4. 4. 2© 2020 Forrester. Reproduction Prohibited. 2 Topics ABM technology research State of ABM practice ABM solution landscape Key trends to watch Optimizing your ABM investment
  5. 5. Forrester ABM Technology Research Basis for our POV
  6. 6. 4 4© 2019 FORRESTER. REPRODUCTION PROHIBITED. Forrester ABM technology research New WaveTech Radar Tech Landscape New WaveNew Tech Q3 2016 Q4 2016 Q2 2018 Q1 2020 Q2 2020
  7. 7. State of ABM practice Early days, but results are promising
  8. 8. 6 6© 2019 FORRESTER. REPRODUCTION PROHIBITED. …of B2B marketers agree: “The term ABM is used inconsistently, thereby creating confusion in the market.” » Increased from 53% in 2018 71% Base: 120 global B2B marketers; Source: Forrester’s Q2 2019 International B2B Marketing ABM Panel Online Survey ABM is still maturing
  9. 9. 7 7© 2019 FORRESTER. REPRODUCTION PROHIBITED. But adoption has passed the tipping point 0% 3% 5% 10% 15% 18% 22% 28% We don't have any plans to pursue ABM currently. We have tried ABM and decided to abandon it. We have optimized ABM processes operating for 3 years or longer that are fully aligned between marketing and sales. We plan to pursue an ABM strategy, but the timeline is not set. We are planning for ABM and will execute in 2019. We are experimenting with using ABM against a limited set of accounts. We have had established ABM practices in place for more than a year and can demonstrate results. We have completed some initial ABM efforts and are refining our strategy based on those results. Base: 120 respondents. Source: Forrester’s Q2 2019 International B2B Marketing ABM Panel Online Survey
  10. 10. 8 8© 2019 FORRESTER. REPRODUCTION PROHIBITED. Results continue to be positive Base: 120 global B2B marketers; Source: Forrester’s Q2 2019 International B2B Marketing ABM Panel Online Survey 59% “significant increase in per- account pipeline” 57% “significant increase in per- account revenue” 37% “highest ROI of any marketing approach” 69% “significant increase in cross- sell, upsell”
  11. 11. 9 9© 2019 FORRESTER. REPRODUCTION PROHIBITED. Content, discipline, and insights are top 3 challenges Base: 120 respondents. Source: Forrester’s Q2 2019 International B2B Marketing ABM Panel Online Survey 5% 10% 16% 18% 20% 21% 22% 25% 26% 26% 29% 30% 33% No challenges at this time. Measuring ABM results: impact of marketing spend or efficiency. Measuring ABM results: impact on sales process or efficiency. Agreeing with sales on the right strategy/approach for marketing to specific accounts. Deciding when and were to apply ABM approaches across the buyer’s journey/customer lifecycle. Measuring ABM: impact on pipeline and revenue. Gathering insight into the key issues accounts face that our solutions can help solve. Defining a strategy that has buy-in from sales and other stakeholders. Getting target people/titles to engage with our content, messages, or outreach. Documenting account plans using tools/methods that benefit both marketing and sales. Gathering intelligence about the right people/titles to contact at each account. Discipline: sticking with the program closely or long enough to determine its impact. Developing personalized content for specific accounts.
  12. 12. 10 10© 2019 FORRESTER. REPRODUCTION PROHIBITED. Established ABM practices are getting integrated into everyday marketing budgets and skill sets 2017: Base: 78 global B2B marketers; Source: Forrester's Q1 2017 International B2B Marketing Panel Online Survey 2018: Base: 199 global B2B marketers; Source: Forrester's Q1 2018 Global B2B Marketing Benchmark Panel Online Survey 2019: Base: 120 global B2B marketers; Source: Forrester’s Q2 2019 International B2B Marketing ABM Panel Online Survey 64% 36% 41% 61% 43% 55% Experimenting Established 2017 2018 2019 21% reported decrease in dedicated ABM budget dollars 7% reported decrease in dedicated ABM headcount
  13. 13. 11 11© 2019 FORRESTER. REPRODUCTION PROHIBITED. Forrester Prediction: Five years from now, the term “ABM” will disappear from the marketing and sales vocabulary as account-centricity becomes the de facto model for B2B organizations to identify, manage, and measure all buying and post-sale motions.
  14. 14. ABM Solution Landscape Expansion, contraction, and consolidation
  15. 15. 13 13© 2019 FORRESTER. REPRODUCTION PROHIBITED. ABM technology landscape is increasingly confusing… Base: 120 global B2B marketers; Source: Forrester’s Q2 2019 International B2B Marketing ABE Panel Online Survey “Which vendors/technology products do you use to execute your ABM approach today?” Respondents listed 96 vendors. » This is almost triple the number of vendors Forrester listed in the following question about top vendors….
  16. 16. 14 14© 2019 FORRESTER. REPRODUCTION PROHIBITED. Or, ABM is evolving into “good B2B marketing” Base: 120 global B2B marketers; Source: Forrester’s Q2 2019 International B2B Marketing ABE Panel Online Survey “Which vendors/technology products do you use to execute your ABM approach today?” Respondents listed 96 vendors. » This is almost triple the number of vendors Forrester listed in the following question about top vendors….
  17. 17. The “Platform Battle” Vendor Landscape: Account-Based Marketing, Q4 2016 “While there is an emerging category of ABM design and management solutions, many B2B marketers will discover that they can leverage their existing tools to get started in engaging accounts. Most of the leading marketing automation vendors have already begun extending their solutions to support ABM initiatives, and Forrester expects many more to follow suit.”
  18. 18. The “Platform Battle” hasn’t happened Vendor Landscape: Account-Based Marketing, Q4 2016 “While there is an emerging category of ABM design and management solutions, many B2B marketers will discover that they can leverage their existing tools to get started in engaging accounts. Most of the leading marketing automation vendors have already begun extending their solutions to support ABM initiatives, and Forrester expects many more to follow suit.” Forrester New Wave: ABM Platforms, Q2 2018
  19. 19. The “Platform Battle” hasn’t happened (yet) Vendor Landscape: Account-Based Marketing, Q4 2016 “While there is an emerging category of ABM design and management solutions, many B2B marketers will discover that they can leverage their existing tools to get started in engaging accounts. Most of the leading marketing automation vendors have already begun extending their solutions to support ABM initiatives, and Forrester expects many more to follow suit.” Forrester New Wave: ABM Platforms, Q2 2018 “As of today, ABM platforms and marketing automation platforms are still complementary solutions. The two groups of vendors may compete for budget in some areas of overlapping functionality — such as the orchestration of marketing and sales motions. But Forrester believes that they do not yet compete on a full-solution basis.”
  20. 20. 18© 2020 Forrester. Reproduction Prohibited. New Tech: ABM Solutions, Q1 2020 ABM Platforms Analytics Solutions Data Providers Account selection by fit/lookalike modeling H H M Rank target accounts by propensity to purchase H H M Account selection and/or prioritization with behavioral/intent data H H M Discover and rank contacts within target accounts H H M Lead-to-account matching M H H Account insights on corporate parent/child relationships M H H Provide insights and alerts to sellers H H H Connect contacts into buying teams or centers M H M Identity resolution M H M Personalization (website, content, advertising, direct mail, email, other) M N N Segmentation/audience building for advertising, email, direct mail, other H M M Orchestrate marketing and sales motions across multiple channels H M N Next-best-action decisions (e.g., channel, content, timing) M M N Reporting to assess engagement by buying team and/or account M H N Attribution reporting M H N Direct Mail Solutions Personalization Solutions L N L L L L N L N L N N M M N L N M M H L L L L L M L L L L • Segments • Criteria • Functionality
  21. 21. 19 “Investors and users are placing a clear bet on the appeal of platform solutions that address multiple elements of the ABM process and promise quicker time-to-value than point- solutions.” Forrester New Tech: Account-Based Marketing Solutions, Q1 2020
  22. 22. Key Trends to Watch Potential impact across the martech stack
  23. 23. 21 Data Management
  24. 24. 22 Artificial Intelligence
  25. 25. Optimizing your ABM technology investment How we advise Forrester clients
  26. 26. Start with strategy and goals
  27. 27. 25 25© 2019 FORRESTER. REPRODUCTION PROHIBITED. Match new technology needs to ABM process and existing stack Data and analytics Data and analytics Advertising, personalization, email, direct mail, social ABM platforms, MAPs, sales engagement, CDPs Measurement toolsSource: Vendor Landscape: Account-Based Marketing, Q4 2016 Forrester report
  28. 28. 26 Thank You. Steven Casey Principal Analyst B2B Marketing and Sales 617-613-5775 scasey@forrester.com @caseysteve
  29. 29. Q&A STARTS NOW
  30. 30. THANK YOU

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