SlideShare a Scribd company logo

Account based marketing: from strategy and plans to execution and insights

Engagio
Engagio

It’s time to go beyond the buzz of Account-Based Marketing and put the strategy to work. However, even some of the smartest and most sophisticated companies are struggling to align their organization and get started with ABM. It doesn’t have to be hard. In fact, it’s easier than you think. Join Engagio and Demandbase, to hear how the marketing leadership from each team has built a world-class ABM program from the ground up. You’ll discover who the key players are that you'll need for your ABM Tiger Team, critical factors for selecting the accounts most likely to close, and how to find the buyers and key influencers to cut sales cycles times in half. You'll also learn how to capitalize on anonymous buying behavior, and the biggest secrets to launching your ABM program. Download Engagio's Clear and Complete Guide to Account Based Marketing at Engagio.com/guide Learn more about Engagio at Engagio.com Twitter.com/Engagio Linkedin.com/Company/Engagio Facebook.com/Engagio

1 of 68
Download to read offline
Account-Based Marketing: From
Strategy and Plans to Execution and
Insights
HEIDI BULLOCK, CMO, ENGAGIO
@HeidiBullock
JOHN DERING, DIRECTOR ABM TECH & STRATEGY, DEMANDBASE
@D_Rang
B2B MARKETING IS TOUGH
2
Not enough –
of the right
types of leads
Poor quality –
many leads
never convert
to Sales
Sales alignment
- Poor efficiency
Issues with
churn and
retention
Missed
Targets
EXAMINE YOUR CURRENT ACQUISITION STRATEGY
3
Broad-based
Mostly inbound
Lead-centric
Goal is volume
A MARKETERS’S PLIGHT
- Miller Pierce, 2014 VOC Study
50%
of marketing generated leads are
never followed
up by sales.
THE GREAT SALES & MARKETING DIVIDE
Leads
Personas
Quantity
Individuals
Opportunities
Buyers/Influencers
Quality
Accounts
MARKETING SALES
THE OLD MODEL OF THE SALES FUNNEL
MARKETING SALES
MQL
IDENTIFIFY
CLOSE

Recommended

ABM Charter Template and Explanation
ABM Charter Template and ExplanationABM Charter Template and Explanation
ABM Charter Template and ExplanationDemandbase
 
Account-Based Marketing: Welcome to the New Reality in B2B
Account-Based Marketing: Welcome to the New Reality in B2BAccount-Based Marketing: Welcome to the New Reality in B2B
Account-Based Marketing: Welcome to the New Reality in B2BDemandbase
 
7 Strategies for Account-Based Marketing with Salesforce
7 Strategies for Account-Based Marketing with Salesforce7 Strategies for Account-Based Marketing with Salesforce
7 Strategies for Account-Based Marketing with SalesforceSangram Vajre
 
Nailing Your 2020 ABM Strategy
Nailing Your 2020 ABM StrategyNailing Your 2020 ABM Strategy
Nailing Your 2020 ABM StrategyDemandbase
 
Account-Based Marketing 101
Account-Based Marketing 101Account-Based Marketing 101
Account-Based Marketing 101Kwanzoo Inc
 
What Is Account Based Marketing?
What Is Account Based Marketing?What Is Account Based Marketing?
What Is Account Based Marketing?Drift
 
ABM in a Downturn_ Account Intelligence to Do More with Less (Demandbase).pptx
ABM in a Downturn_ Account Intelligence to Do More with Less (Demandbase).pptxABM in a Downturn_ Account Intelligence to Do More with Less (Demandbase).pptx
ABM in a Downturn_ Account Intelligence to Do More with Less (Demandbase).pptxDemandbase
 
Account-Based Marketing: Meetup PPT
Account-Based Marketing: Meetup PPTAccount-Based Marketing: Meetup PPT
Account-Based Marketing: Meetup PPTYanir Calisar
 

More Related Content

What's hot

FlipMyFunnel - The Big 5 Metrics for Account Based Marketing
FlipMyFunnel - The Big 5 Metrics for Account Based MarketingFlipMyFunnel - The Big 5 Metrics for Account Based Marketing
FlipMyFunnel - The Big 5 Metrics for Account Based MarketingEngagio
 
Account based marketing in B2B space
Account based marketing in B2B spaceAccount based marketing in B2B space
Account based marketing in B2B spaceMark Sekula
 
Marketing Strategy for B2B
Marketing Strategy for B2BMarketing Strategy for B2B
Marketing Strategy for B2BAmrit Sagar
 
Go-to-Market Best Practices for Startups
Go-to-Market Best Practices for StartupsGo-to-Market Best Practices for Startups
Go-to-Market Best Practices for Startupsa16z
 
Marketing strategy and first 90 day plan
Marketing strategy and first 90 day planMarketing strategy and first 90 day plan
Marketing strategy and first 90 day planJanice Zhang
 
Account Based Marketing - SiriusDecisions - January TCOMCUG
Account Based Marketing - SiriusDecisions - January TCOMCUGAccount Based Marketing - SiriusDecisions - January TCOMCUG
Account Based Marketing - SiriusDecisions - January TCOMCUGRon Corbisier
 
Demandbase + Gartner: Sales and Marketing Blueprint to Accelerated Revenue
Demandbase + Gartner: Sales and Marketing Blueprint to Accelerated RevenueDemandbase + Gartner: Sales and Marketing Blueprint to Accelerated Revenue
Demandbase + Gartner: Sales and Marketing Blueprint to Accelerated RevenueDemandbase
 
Demandbase ABM Strategy Session
Demandbase ABM Strategy SessionDemandbase ABM Strategy Session
Demandbase ABM Strategy SessionDemandbase
 
5 Steps to Launch a Full-Funnel ABM Strategy
5 Steps to Launch a Full-Funnel ABM Strategy5 Steps to Launch a Full-Funnel ABM Strategy
5 Steps to Launch a Full-Funnel ABM StrategyDemandbase
 
The Magic ABX Potion – Key Elements to Think About When Creating Your ABX Str...
The Magic ABX Potion – Key Elements to Think About When Creating Your ABX Str...The Magic ABX Potion – Key Elements to Think About When Creating Your ABX Str...
The Magic ABX Potion – Key Elements to Think About When Creating Your ABX Str...Demandbase
 
Product Strategy and Go to Market Model_Sample
Product Strategy and Go to Market Model_SampleProduct Strategy and Go to Market Model_Sample
Product Strategy and Go to Market Model_SampleParesh Baghel
 
Revenue Ops: Our Proven Framework for Massive Pipeline
Revenue Ops: Our Proven Framework for Massive PipelineRevenue Ops: Our Proven Framework for Massive Pipeline
Revenue Ops: Our Proven Framework for Massive PipelineSales Hacker
 
IBM - Full year Go-to-market plan template
IBM - Full year Go-to-market plan templateIBM - Full year Go-to-market plan template
IBM - Full year Go-to-market plan templateArrow ECS UK
 
IBM Go to Market Strategy
IBM Go to Market StrategyIBM Go to Market Strategy
IBM Go to Market StrategyNeil Alcantara
 
ABM Master Class: Market Segmentation for B2B Success
ABM Master Class: Market Segmentation for B2B SuccessABM Master Class: Market Segmentation for B2B Success
ABM Master Class: Market Segmentation for B2B SuccessDemandbase
 
Account Based Marketing and Account Planning - Better Together
Account Based Marketing and Account Planning - Better TogetherAccount Based Marketing and Account Planning - Better Together
Account Based Marketing and Account Planning - Better TogetherAltify
 
Operationalizing the Demand Funnel - Sirius Decisions Summit 2014
Operationalizing the Demand Funnel - Sirius Decisions Summit 2014Operationalizing the Demand Funnel - Sirius Decisions Summit 2014
Operationalizing the Demand Funnel - Sirius Decisions Summit 2014Kevin Marasco
 
ITSMA and ABM Leadership Alliance Leadership Survey: Driving Growth with Thre...
ITSMA and ABM Leadership Alliance Leadership Survey: Driving Growth with Thre...ITSMA and ABM Leadership Alliance Leadership Survey: Driving Growth with Thre...
ITSMA and ABM Leadership Alliance Leadership Survey: Driving Growth with Thre...ITSMA
 

What's hot (20)

FlipMyFunnel - The Big 5 Metrics for Account Based Marketing
FlipMyFunnel - The Big 5 Metrics for Account Based MarketingFlipMyFunnel - The Big 5 Metrics for Account Based Marketing
FlipMyFunnel - The Big 5 Metrics for Account Based Marketing
 
Account based marketing in B2B space
Account based marketing in B2B spaceAccount based marketing in B2B space
Account based marketing in B2B space
 
Marketing Strategy for B2B
Marketing Strategy for B2BMarketing Strategy for B2B
Marketing Strategy for B2B
 
Go-to-Market Best Practices for Startups
Go-to-Market Best Practices for StartupsGo-to-Market Best Practices for Startups
Go-to-Market Best Practices for Startups
 
Marketing strategy and first 90 day plan
Marketing strategy and first 90 day planMarketing strategy and first 90 day plan
Marketing strategy and first 90 day plan
 
Digital marketing for B2B
Digital marketing for B2BDigital marketing for B2B
Digital marketing for B2B
 
Account Based Marketing - SiriusDecisions - January TCOMCUG
Account Based Marketing - SiriusDecisions - January TCOMCUGAccount Based Marketing - SiriusDecisions - January TCOMCUG
Account Based Marketing - SiriusDecisions - January TCOMCUG
 
Demandbase + Gartner: Sales and Marketing Blueprint to Accelerated Revenue
Demandbase + Gartner: Sales and Marketing Blueprint to Accelerated RevenueDemandbase + Gartner: Sales and Marketing Blueprint to Accelerated Revenue
Demandbase + Gartner: Sales and Marketing Blueprint to Accelerated Revenue
 
Demandbase ABM Strategy Session
Demandbase ABM Strategy SessionDemandbase ABM Strategy Session
Demandbase ABM Strategy Session
 
Go To Market Strategies
Go To Market StrategiesGo To Market Strategies
Go To Market Strategies
 
5 Steps to Launch a Full-Funnel ABM Strategy
5 Steps to Launch a Full-Funnel ABM Strategy5 Steps to Launch a Full-Funnel ABM Strategy
5 Steps to Launch a Full-Funnel ABM Strategy
 
The Magic ABX Potion – Key Elements to Think About When Creating Your ABX Str...
The Magic ABX Potion – Key Elements to Think About When Creating Your ABX Str...The Magic ABX Potion – Key Elements to Think About When Creating Your ABX Str...
The Magic ABX Potion – Key Elements to Think About When Creating Your ABX Str...
 
Product Strategy and Go to Market Model_Sample
Product Strategy and Go to Market Model_SampleProduct Strategy and Go to Market Model_Sample
Product Strategy and Go to Market Model_Sample
 
Revenue Ops: Our Proven Framework for Massive Pipeline
Revenue Ops: Our Proven Framework for Massive PipelineRevenue Ops: Our Proven Framework for Massive Pipeline
Revenue Ops: Our Proven Framework for Massive Pipeline
 
IBM - Full year Go-to-market plan template
IBM - Full year Go-to-market plan templateIBM - Full year Go-to-market plan template
IBM - Full year Go-to-market plan template
 
IBM Go to Market Strategy
IBM Go to Market StrategyIBM Go to Market Strategy
IBM Go to Market Strategy
 
ABM Master Class: Market Segmentation for B2B Success
ABM Master Class: Market Segmentation for B2B SuccessABM Master Class: Market Segmentation for B2B Success
ABM Master Class: Market Segmentation for B2B Success
 
Account Based Marketing and Account Planning - Better Together
Account Based Marketing and Account Planning - Better TogetherAccount Based Marketing and Account Planning - Better Together
Account Based Marketing and Account Planning - Better Together
 
Operationalizing the Demand Funnel - Sirius Decisions Summit 2014
Operationalizing the Demand Funnel - Sirius Decisions Summit 2014Operationalizing the Demand Funnel - Sirius Decisions Summit 2014
Operationalizing the Demand Funnel - Sirius Decisions Summit 2014
 
ITSMA and ABM Leadership Alliance Leadership Survey: Driving Growth with Thre...
ITSMA and ABM Leadership Alliance Leadership Survey: Driving Growth with Thre...ITSMA and ABM Leadership Alliance Leadership Survey: Driving Growth with Thre...
ITSMA and ABM Leadership Alliance Leadership Survey: Driving Growth with Thre...
 

Similar to Account based marketing: from strategy and plans to execution and insights

Account-Based Marketing (ABM)
Account-Based Marketing (ABM) Account-Based Marketing (ABM)
Account-Based Marketing (ABM) ArielMcCurdy
 
ABM proposal - 4.21.21.pdf
ABM proposal - 4.21.21.pdfABM proposal - 4.21.21.pdf
ABM proposal - 4.21.21.pdfArielMcCurdy
 
CMO Event - From random acts of marketing to Strategic Marketing
CMO Event - From random acts of marketing to Strategic MarketingCMO Event - From random acts of marketing to Strategic Marketing
CMO Event - From random acts of marketing to Strategic MarketingGlobal Business Intel
 
Account based-marketing
Account based-marketingAccount based-marketing
Account based-marketingLake B2B
 
How Marketing Becomes a Revenue Center: A 10-Step Approach to Full Funnel Growth
How Marketing Becomes a Revenue Center: A 10-Step Approach to Full Funnel GrowthHow Marketing Becomes a Revenue Center: A 10-Step Approach to Full Funnel Growth
How Marketing Becomes a Revenue Center: A 10-Step Approach to Full Funnel GrowthMarketo
 
The Future of ABM, MassTLC demand gen peer group
The Future of ABM, MassTLC demand gen peer groupThe Future of ABM, MassTLC demand gen peer group
The Future of ABM, MassTLC demand gen peer groupChristine Nolan
 
[BMUG] Account-Based Marketing Meeting Slides
[BMUG] Account-Based Marketing Meeting Slides[BMUG] Account-Based Marketing Meeting Slides
[BMUG] Account-Based Marketing Meeting SlidesMarketo
 
Aligning Sales & Marketing: Not Mission Impossible
Aligning Sales & Marketing: Not Mission ImpossibleAligning Sales & Marketing: Not Mission Impossible
Aligning Sales & Marketing: Not Mission ImpossibleChristine Crandell
 
B2B marketing - Make ABM Actually Work: A Blueprint Forward
B2B marketing - Make ABM Actually Work: A Blueprint ForwardB2B marketing - Make ABM Actually Work: A Blueprint Forward
B2B marketing - Make ABM Actually Work: A Blueprint ForwardRollWorks
 
Revenue Metrics for the Revenue Marketer
Revenue Metrics for the Revenue MarketerRevenue Metrics for the Revenue Marketer
Revenue Metrics for the Revenue Marketeredynamic
 
Executive Program in Sales Management (Monday) June 2014
Executive Program in Sales Management (Monday) June 2014Executive Program in Sales Management (Monday) June 2014
Executive Program in Sales Management (Monday) June 20141-degree INC
 
B2BCamp Session (Part 1): Account Based Selling Meets Accont Based Marketing
B2BCamp Session (Part 1): Account Based Selling Meets Accont Based MarketingB2BCamp Session (Part 1): Account Based Selling Meets Accont Based Marketing
B2BCamp Session (Part 1): Account Based Selling Meets Accont Based MarketingB2BCamp
 
The alaniz guide to inbound marketing
The alaniz guide to inbound marketingThe alaniz guide to inbound marketing
The alaniz guide to inbound marketingrun_frictionless
 
Executive Summary - LeanData Account-Based Marketing and Sales Survey Results...
Executive Summary - LeanData Account-Based Marketing and Sales Survey Results...Executive Summary - LeanData Account-Based Marketing and Sales Survey Results...
Executive Summary - LeanData Account-Based Marketing and Sales Survey Results...LeanData
 
Creating a Demand Generation Budget From Scratch
Creating a Demand Generation Budget From ScratchCreating a Demand Generation Budget From Scratch
Creating a Demand Generation Budget From ScratchSaasMQL
 
Beyond the Basics of ABM: Using Account-Based Strategies to Unite Sales & Mar...
Beyond the Basics of ABM: Using Account-Based Strategies to Unite Sales & Mar...Beyond the Basics of ABM: Using Account-Based Strategies to Unite Sales & Mar...
Beyond the Basics of ABM: Using Account-Based Strategies to Unite Sales & Mar...InsideView
 
Creating an Implementation Plan for Successful Marketing Automation
Creating an Implementation Plan for Successful Marketing AutomationCreating an Implementation Plan for Successful Marketing Automation
Creating an Implementation Plan for Successful Marketing AutomationÁine Dundas
 
Creating an Implementation Plan for Successful Marketing Automation
Creating an Implementation Plan for Successful Marketing AutomationCreating an Implementation Plan for Successful Marketing Automation
Creating an Implementation Plan for Successful Marketing AutomationMarketo
 
Startup Marketing Leader Survey
Startup Marketing Leader SurveyStartup Marketing Leader Survey
Startup Marketing Leader SurveyElan Mosbacher
 

Similar to Account based marketing: from strategy and plans to execution and insights (20)

Account-Based Marketing (ABM)
Account-Based Marketing (ABM) Account-Based Marketing (ABM)
Account-Based Marketing (ABM)
 
ABM proposal - 4.21.21.pdf
ABM proposal - 4.21.21.pdfABM proposal - 4.21.21.pdf
ABM proposal - 4.21.21.pdf
 
CMO Event - From random acts of marketing to Strategic Marketing
CMO Event - From random acts of marketing to Strategic MarketingCMO Event - From random acts of marketing to Strategic Marketing
CMO Event - From random acts of marketing to Strategic Marketing
 
Account based-marketing
Account based-marketingAccount based-marketing
Account based-marketing
 
How Marketing Becomes a Revenue Center: A 10-Step Approach to Full Funnel Growth
How Marketing Becomes a Revenue Center: A 10-Step Approach to Full Funnel GrowthHow Marketing Becomes a Revenue Center: A 10-Step Approach to Full Funnel Growth
How Marketing Becomes a Revenue Center: A 10-Step Approach to Full Funnel Growth
 
The Future of ABM, MassTLC demand gen peer group
The Future of ABM, MassTLC demand gen peer groupThe Future of ABM, MassTLC demand gen peer group
The Future of ABM, MassTLC demand gen peer group
 
[BMUG] Account-Based Marketing Meeting Slides
[BMUG] Account-Based Marketing Meeting Slides[BMUG] Account-Based Marketing Meeting Slides
[BMUG] Account-Based Marketing Meeting Slides
 
Aligning Sales & Marketing: Not Mission Impossible
Aligning Sales & Marketing: Not Mission ImpossibleAligning Sales & Marketing: Not Mission Impossible
Aligning Sales & Marketing: Not Mission Impossible
 
B2B marketing - Make ABM Actually Work: A Blueprint Forward
B2B marketing - Make ABM Actually Work: A Blueprint ForwardB2B marketing - Make ABM Actually Work: A Blueprint Forward
B2B marketing - Make ABM Actually Work: A Blueprint Forward
 
Revenue Metrics for the Revenue Marketer
Revenue Metrics for the Revenue MarketerRevenue Metrics for the Revenue Marketer
Revenue Metrics for the Revenue Marketer
 
Executive Program in Sales Management (Monday) June 2014
Executive Program in Sales Management (Monday) June 2014Executive Program in Sales Management (Monday) June 2014
Executive Program in Sales Management (Monday) June 2014
 
B2BCamp Session (Part 1): Account Based Selling Meets Accont Based Marketing
B2BCamp Session (Part 1): Account Based Selling Meets Accont Based MarketingB2BCamp Session (Part 1): Account Based Selling Meets Accont Based Marketing
B2BCamp Session (Part 1): Account Based Selling Meets Accont Based Marketing
 
Marketing, Sales, or Buyer Alignment
Marketing, Sales, or Buyer AlignmentMarketing, Sales, or Buyer Alignment
Marketing, Sales, or Buyer Alignment
 
The alaniz guide to inbound marketing
The alaniz guide to inbound marketingThe alaniz guide to inbound marketing
The alaniz guide to inbound marketing
 
Executive Summary - LeanData Account-Based Marketing and Sales Survey Results...
Executive Summary - LeanData Account-Based Marketing and Sales Survey Results...Executive Summary - LeanData Account-Based Marketing and Sales Survey Results...
Executive Summary - LeanData Account-Based Marketing and Sales Survey Results...
 
Creating a Demand Generation Budget From Scratch
Creating a Demand Generation Budget From ScratchCreating a Demand Generation Budget From Scratch
Creating a Demand Generation Budget From Scratch
 
Beyond the Basics of ABM: Using Account-Based Strategies to Unite Sales & Mar...
Beyond the Basics of ABM: Using Account-Based Strategies to Unite Sales & Mar...Beyond the Basics of ABM: Using Account-Based Strategies to Unite Sales & Mar...
Beyond the Basics of ABM: Using Account-Based Strategies to Unite Sales & Mar...
 
Creating an Implementation Plan for Successful Marketing Automation
Creating an Implementation Plan for Successful Marketing AutomationCreating an Implementation Plan for Successful Marketing Automation
Creating an Implementation Plan for Successful Marketing Automation
 
Creating an Implementation Plan for Successful Marketing Automation
Creating an Implementation Plan for Successful Marketing AutomationCreating an Implementation Plan for Successful Marketing Automation
Creating an Implementation Plan for Successful Marketing Automation
 
Startup Marketing Leader Survey
Startup Marketing Leader SurveyStartup Marketing Leader Survey
Startup Marketing Leader Survey
 

More from Engagio

How MOPs Gets Invited to Revenue Club: 3 Ways to be Sales Favorite Marketer
How MOPs Gets Invited to Revenue Club: 3 Ways to be Sales Favorite MarketerHow MOPs Gets Invited to Revenue Club: 3 Ways to be Sales Favorite Marketer
How MOPs Gets Invited to Revenue Club: 3 Ways to be Sales Favorite MarketerEngagio
 
How To Make Intent Data Actionable Webinar Slides
How To Make Intent Data Actionable Webinar SlidesHow To Make Intent Data Actionable Webinar Slides
How To Make Intent Data Actionable Webinar SlidesEngagio
 
How To Make Intent Data Actionable - Bombora + Engagio Integration Slides
How To Make Intent Data Actionable - Bombora + Engagio Integration SlidesHow To Make Intent Data Actionable - Bombora + Engagio Integration Slides
How To Make Intent Data Actionable - Bombora + Engagio Integration SlidesEngagio
 
Opstars Keynote- The Future of Account Based Marketing
Opstars Keynote- The Future of Account Based MarketingOpstars Keynote- The Future of Account Based Marketing
Opstars Keynote- The Future of Account Based MarketingEngagio
 
Work Smarter, Not Harder in 2020 Webinar Slides
Work Smarter, Not Harder in 2020 Webinar SlidesWork Smarter, Not Harder in 2020 Webinar Slides
Work Smarter, Not Harder in 2020 Webinar SlidesEngagio
 
How to Orchestrate ABM with Automated Multi-Channel Plays
How to Orchestrate ABM with Automated Multi-Channel PlaysHow to Orchestrate ABM with Automated Multi-Channel Plays
How to Orchestrate ABM with Automated Multi-Channel PlaysEngagio
 
How to make sense of the abm technology landscape
How to make sense of the abm technology landscapeHow to make sense of the abm technology landscape
How to make sense of the abm technology landscapeEngagio
 
The Evolution of ROI: How to Bring Return on Engagement (ROE) Into Your Company
The Evolution of ROI: How to Bring Return on Engagement (ROE) Into Your CompanyThe Evolution of ROI: How to Bring Return on Engagement (ROE) Into Your Company
The Evolution of ROI: How to Bring Return on Engagement (ROE) Into Your CompanyEngagio
 
True detective: Identify your unknown buyers using account insights
 True detective: Identify your unknown buyers using account insights True detective: Identify your unknown buyers using account insights
True detective: Identify your unknown buyers using account insightsEngagio
 
Funnels, Journeys & Account Lifecycle Models in ABM
Funnels, Journeys & Account Lifecycle Models in ABMFunnels, Journeys & Account Lifecycle Models in ABM
Funnels, Journeys & Account Lifecycle Models in ABMEngagio
 
[Webinar] Your Data Strategy for ABM Success
[Webinar] Your Data Strategy for ABM Success[Webinar] Your Data Strategy for ABM Success
[Webinar] Your Data Strategy for ABM SuccessEngagio
 
Summer Series Session 3: Dream Teams with Shane Snow | Slides
Summer Series Session 3: Dream Teams with Shane Snow  |  SlidesSummer Series Session 3: Dream Teams with Shane Snow  |  Slides
Summer Series Session 3: Dream Teams with Shane Snow | SlidesEngagio
 
The Must Have Blueprint for Sales Activation
The Must Have Blueprint for Sales ActivationThe Must Have Blueprint for Sales Activation
The Must Have Blueprint for Sales ActivationEngagio
 
Summer Series Session 2: The Creative Curve with Allen Gannett
Summer Series Session 2: The Creative Curve with Allen GannettSummer Series Session 2: The Creative Curve with Allen Gannett
Summer Series Session 2: The Creative Curve with Allen GannettEngagio
 
Summer Series Session 1: Turn The Ship Around with David Marquet
Summer Series Session 1: Turn The Ship Around with David MarquetSummer Series Session 1: Turn The Ship Around with David Marquet
Summer Series Session 1: Turn The Ship Around with David MarquetEngagio
 
[Webinar] Three Ways to Use Engagement Data to Close More Business
[Webinar] Three Ways to Use Engagement Data to Close More Business[Webinar] Three Ways to Use Engagement Data to Close More Business
[Webinar] Three Ways to Use Engagement Data to Close More BusinessEngagio
 
[Webinar] 2019 Trends in Account Based Marketing
[Webinar] 2019 Trends in Account Based Marketing[Webinar] 2019 Trends in Account Based Marketing
[Webinar] 2019 Trends in Account Based MarketingEngagio
 
ABM Revealed: Alerts to Activate!
ABM Revealed: Alerts to Activate!ABM Revealed: Alerts to Activate!
ABM Revealed: Alerts to Activate!Engagio
 
3 Ways to Build Relationships with Executives | Engagio
3 Ways to Build Relationships with Executives  |  Engagio3 Ways to Build Relationships with Executives  |  Engagio
3 Ways to Build Relationships with Executives | EngagioEngagio
 
[Webinar] Top Tips: Using Email Marketing to Penetrate Target Accounts
[Webinar] Top Tips: Using Email Marketing to Penetrate Target Accounts[Webinar] Top Tips: Using Email Marketing to Penetrate Target Accounts
[Webinar] Top Tips: Using Email Marketing to Penetrate Target AccountsEngagio
 

More from Engagio (20)

How MOPs Gets Invited to Revenue Club: 3 Ways to be Sales Favorite Marketer
How MOPs Gets Invited to Revenue Club: 3 Ways to be Sales Favorite MarketerHow MOPs Gets Invited to Revenue Club: 3 Ways to be Sales Favorite Marketer
How MOPs Gets Invited to Revenue Club: 3 Ways to be Sales Favorite Marketer
 
How To Make Intent Data Actionable Webinar Slides
How To Make Intent Data Actionable Webinar SlidesHow To Make Intent Data Actionable Webinar Slides
How To Make Intent Data Actionable Webinar Slides
 
How To Make Intent Data Actionable - Bombora + Engagio Integration Slides
How To Make Intent Data Actionable - Bombora + Engagio Integration SlidesHow To Make Intent Data Actionable - Bombora + Engagio Integration Slides
How To Make Intent Data Actionable - Bombora + Engagio Integration Slides
 
Opstars Keynote- The Future of Account Based Marketing
Opstars Keynote- The Future of Account Based MarketingOpstars Keynote- The Future of Account Based Marketing
Opstars Keynote- The Future of Account Based Marketing
 
Work Smarter, Not Harder in 2020 Webinar Slides
Work Smarter, Not Harder in 2020 Webinar SlidesWork Smarter, Not Harder in 2020 Webinar Slides
Work Smarter, Not Harder in 2020 Webinar Slides
 
How to Orchestrate ABM with Automated Multi-Channel Plays
How to Orchestrate ABM with Automated Multi-Channel PlaysHow to Orchestrate ABM with Automated Multi-Channel Plays
How to Orchestrate ABM with Automated Multi-Channel Plays
 
How to make sense of the abm technology landscape
How to make sense of the abm technology landscapeHow to make sense of the abm technology landscape
How to make sense of the abm technology landscape
 
The Evolution of ROI: How to Bring Return on Engagement (ROE) Into Your Company
The Evolution of ROI: How to Bring Return on Engagement (ROE) Into Your CompanyThe Evolution of ROI: How to Bring Return on Engagement (ROE) Into Your Company
The Evolution of ROI: How to Bring Return on Engagement (ROE) Into Your Company
 
True detective: Identify your unknown buyers using account insights
 True detective: Identify your unknown buyers using account insights True detective: Identify your unknown buyers using account insights
True detective: Identify your unknown buyers using account insights
 
Funnels, Journeys & Account Lifecycle Models in ABM
Funnels, Journeys & Account Lifecycle Models in ABMFunnels, Journeys & Account Lifecycle Models in ABM
Funnels, Journeys & Account Lifecycle Models in ABM
 
[Webinar] Your Data Strategy for ABM Success
[Webinar] Your Data Strategy for ABM Success[Webinar] Your Data Strategy for ABM Success
[Webinar] Your Data Strategy for ABM Success
 
Summer Series Session 3: Dream Teams with Shane Snow | Slides
Summer Series Session 3: Dream Teams with Shane Snow  |  SlidesSummer Series Session 3: Dream Teams with Shane Snow  |  Slides
Summer Series Session 3: Dream Teams with Shane Snow | Slides
 
The Must Have Blueprint for Sales Activation
The Must Have Blueprint for Sales ActivationThe Must Have Blueprint for Sales Activation
The Must Have Blueprint for Sales Activation
 
Summer Series Session 2: The Creative Curve with Allen Gannett
Summer Series Session 2: The Creative Curve with Allen GannettSummer Series Session 2: The Creative Curve with Allen Gannett
Summer Series Session 2: The Creative Curve with Allen Gannett
 
Summer Series Session 1: Turn The Ship Around with David Marquet
Summer Series Session 1: Turn The Ship Around with David MarquetSummer Series Session 1: Turn The Ship Around with David Marquet
Summer Series Session 1: Turn The Ship Around with David Marquet
 
[Webinar] Three Ways to Use Engagement Data to Close More Business
[Webinar] Three Ways to Use Engagement Data to Close More Business[Webinar] Three Ways to Use Engagement Data to Close More Business
[Webinar] Three Ways to Use Engagement Data to Close More Business
 
[Webinar] 2019 Trends in Account Based Marketing
[Webinar] 2019 Trends in Account Based Marketing[Webinar] 2019 Trends in Account Based Marketing
[Webinar] 2019 Trends in Account Based Marketing
 
ABM Revealed: Alerts to Activate!
ABM Revealed: Alerts to Activate!ABM Revealed: Alerts to Activate!
ABM Revealed: Alerts to Activate!
 
3 Ways to Build Relationships with Executives | Engagio
3 Ways to Build Relationships with Executives  |  Engagio3 Ways to Build Relationships with Executives  |  Engagio
3 Ways to Build Relationships with Executives | Engagio
 
[Webinar] Top Tips: Using Email Marketing to Penetrate Target Accounts
[Webinar] Top Tips: Using Email Marketing to Penetrate Target Accounts[Webinar] Top Tips: Using Email Marketing to Penetrate Target Accounts
[Webinar] Top Tips: Using Email Marketing to Penetrate Target Accounts
 

Recently uploaded

SYY CAGNY 2024 PRESENTATION (February 20, 2024)
SYY CAGNY 2024 PRESENTATION (February 20, 2024)SYY CAGNY 2024 PRESENTATION (February 20, 2024)
SYY CAGNY 2024 PRESENTATION (February 20, 2024)SYYIR
 
Industry Atom Marketing Trends for 2024 (B2B Version) (2).pdf
Industry Atom Marketing Trends for 2024 (B2B Version) (2).pdfIndustry Atom Marketing Trends for 2024 (B2B Version) (2).pdf
Industry Atom Marketing Trends for 2024 (B2B Version) (2).pdfIndustry Atom
 
Sample Competitors' SWOT Analysis for your SEO Strategy
Sample Competitors' SWOT Analysis for your SEO StrategySample Competitors' SWOT Analysis for your SEO Strategy
Sample Competitors' SWOT Analysis for your SEO StrategyRemar Barquilla
 
Research Showcase 2024 final presentation slides
Research Showcase 2024 final presentation slidesResearch Showcase 2024 final presentation slides
Research Showcase 2024 final presentation slidesenterpriseresearchcentre
 
02.20 Webinar - Online Giving Trends.pdf
02.20 Webinar - Online Giving Trends.pdf02.20 Webinar - Online Giving Trends.pdf
02.20 Webinar - Online Giving Trends.pdfBloomerang
 
Ch 11 Haunted Castle on Hallows Eve.pptx
Ch 11 Haunted Castle on Hallows Eve.pptxCh 11 Haunted Castle on Hallows Eve.pptx
Ch 11 Haunted Castle on Hallows Eve.pptxdeveloperarafat360
 
Truths and Myths of Innovation and Entrepreneurship
Truths and Myths of Innovation and EntrepreneurshipTruths and Myths of Innovation and Entrepreneurship
Truths and Myths of Innovation and EntrepreneurshipYannis Charalabidis
 
More Info: AJTechnicalDr.com Ways to Earn_AVBOB Dream Team
More Info: AJTechnicalDr.com Ways to Earn_AVBOB Dream TeamMore Info: AJTechnicalDr.com Ways to Earn_AVBOB Dream Team
More Info: AJTechnicalDr.com Ways to Earn_AVBOB Dream TeamAnga Jubase
 
PUBLISHING AND LITERARY NETWORKS IN THE SOUTH WEST_EBOOK_WCOVER.pdf
PUBLISHING AND LITERARY NETWORKS IN THE SOUTH WEST_EBOOK_WCOVER.pdfPUBLISHING AND LITERARY NETWORKS IN THE SOUTH WEST_EBOOK_WCOVER.pdf
PUBLISHING AND LITERARY NETWORKS IN THE SOUTH WEST_EBOOK_WCOVER.pdfUniversity of Exeter MA Publishing
 
Actionable Fundraising Planning - Slide Presentation.pptx.pdf
Actionable Fundraising Planning - Slide Presentation.pptx.pdfActionable Fundraising Planning - Slide Presentation.pptx.pdf
Actionable Fundraising Planning - Slide Presentation.pptx.pdfBloomerang
 
5 Common Writing Mistakes Infographic.pdf
5 Common Writing Mistakes Infographic.pdf5 Common Writing Mistakes Infographic.pdf
5 Common Writing Mistakes Infographic.pdfRemar Barquilla
 
Cracking the Leadership Shadow Code.pptx
Cracking the Leadership Shadow Code.pptxCracking the Leadership Shadow Code.pptx
Cracking the Leadership Shadow Code.pptxWorkforce Group
 
IT Nation Evolve event 2024 - Quarter 1 - Event
IT Nation Evolve event 2024 - Quarter 1 - EventIT Nation Evolve event 2024 - Quarter 1 - Event
IT Nation Evolve event 2024 - Quarter 1 - EventInbay UK
 
D2 meeting agenda 02.12.24.hehehheeebebepdf
D2 meeting agenda 02.12.24.hehehheeebebepdfD2 meeting agenda 02.12.24.hehehheeebebepdf
D2 meeting agenda 02.12.24.hehehheeebebepdfsundaysantos13
 
Your Expert Guide to CX Orchestration & Enhancing Customer Journeys
Your Expert Guide to CX Orchestration & Enhancing Customer JourneysYour Expert Guide to CX Orchestration & Enhancing Customer Journeys
Your Expert Guide to CX Orchestration & Enhancing Customer JourneysAggregage
 
Clean/Renewable Energy Virtual Investor Conference
Clean/Renewable Energy Virtual Investor ConferenceClean/Renewable Energy Virtual Investor Conference
Clean/Renewable Energy Virtual Investor ConferenceMarketing847413
 
Time Management Techniques for increased productivity and goal achievement
Time Management Techniques for increased productivity and goal achievementTime Management Techniques for increased productivity and goal achievement
Time Management Techniques for increased productivity and goal achievementOfficeClip
 
Questions to Answer to Prepare for Zero Budget Marketing .docx
Questions to Answer to Prepare for Zero Budget Marketing .docxQuestions to Answer to Prepare for Zero Budget Marketing .docx
Questions to Answer to Prepare for Zero Budget Marketing .docxPrecious Mvulane CA (SA),RA
 

Recently uploaded (20)

SYY CAGNY 2024 PRESENTATION (February 20, 2024)
SYY CAGNY 2024 PRESENTATION (February 20, 2024)SYY CAGNY 2024 PRESENTATION (February 20, 2024)
SYY CAGNY 2024 PRESENTATION (February 20, 2024)
 
Industry Atom Marketing Trends for 2024 (B2B Version) (2).pdf
Industry Atom Marketing Trends for 2024 (B2B Version) (2).pdfIndustry Atom Marketing Trends for 2024 (B2B Version) (2).pdf
Industry Atom Marketing Trends for 2024 (B2B Version) (2).pdf
 
Sample Competitors' SWOT Analysis for your SEO Strategy
Sample Competitors' SWOT Analysis for your SEO StrategySample Competitors' SWOT Analysis for your SEO Strategy
Sample Competitors' SWOT Analysis for your SEO Strategy
 
Stand Out on the Road with a Creative Box Truck Wrap
Stand Out on the Road with a Creative Box Truck WrapStand Out on the Road with a Creative Box Truck Wrap
Stand Out on the Road with a Creative Box Truck Wrap
 
Research Showcase 2024 final presentation slides
Research Showcase 2024 final presentation slidesResearch Showcase 2024 final presentation slides
Research Showcase 2024 final presentation slides
 
02.20 Webinar - Online Giving Trends.pdf
02.20 Webinar - Online Giving Trends.pdf02.20 Webinar - Online Giving Trends.pdf
02.20 Webinar - Online Giving Trends.pdf
 
Ch 11 Haunted Castle on Hallows Eve.pptx
Ch 11 Haunted Castle on Hallows Eve.pptxCh 11 Haunted Castle on Hallows Eve.pptx
Ch 11 Haunted Castle on Hallows Eve.pptx
 
Truths and Myths of Innovation and Entrepreneurship
Truths and Myths of Innovation and EntrepreneurshipTruths and Myths of Innovation and Entrepreneurship
Truths and Myths of Innovation and Entrepreneurship
 
More Info: AJTechnicalDr.com Ways to Earn_AVBOB Dream Team
More Info: AJTechnicalDr.com Ways to Earn_AVBOB Dream TeamMore Info: AJTechnicalDr.com Ways to Earn_AVBOB Dream Team
More Info: AJTechnicalDr.com Ways to Earn_AVBOB Dream Team
 
PUBLISHING AND LITERARY NETWORKS IN THE SOUTH WEST_EBOOK_WCOVER.pdf
PUBLISHING AND LITERARY NETWORKS IN THE SOUTH WEST_EBOOK_WCOVER.pdfPUBLISHING AND LITERARY NETWORKS IN THE SOUTH WEST_EBOOK_WCOVER.pdf
PUBLISHING AND LITERARY NETWORKS IN THE SOUTH WEST_EBOOK_WCOVER.pdf
 
Actionable Fundraising Planning - Slide Presentation.pptx.pdf
Actionable Fundraising Planning - Slide Presentation.pptx.pdfActionable Fundraising Planning - Slide Presentation.pptx.pdf
Actionable Fundraising Planning - Slide Presentation.pptx.pdf
 
5 Common Writing Mistakes Infographic.pdf
5 Common Writing Mistakes Infographic.pdf5 Common Writing Mistakes Infographic.pdf
5 Common Writing Mistakes Infographic.pdf
 
Cracking the Leadership Shadow Code.pptx
Cracking the Leadership Shadow Code.pptxCracking the Leadership Shadow Code.pptx
Cracking the Leadership Shadow Code.pptx
 
IT Nation Evolve event 2024 - Quarter 1 - Event
IT Nation Evolve event 2024 - Quarter 1 - EventIT Nation Evolve event 2024 - Quarter 1 - Event
IT Nation Evolve event 2024 - Quarter 1 - Event
 
2024 Calendar-eXperience MattersThailand
2024 Calendar-eXperience MattersThailand2024 Calendar-eXperience MattersThailand
2024 Calendar-eXperience MattersThailand
 
D2 meeting agenda 02.12.24.hehehheeebebepdf
D2 meeting agenda 02.12.24.hehehheeebebepdfD2 meeting agenda 02.12.24.hehehheeebebepdf
D2 meeting agenda 02.12.24.hehehheeebebepdf
 
Your Expert Guide to CX Orchestration & Enhancing Customer Journeys
Your Expert Guide to CX Orchestration & Enhancing Customer JourneysYour Expert Guide to CX Orchestration & Enhancing Customer Journeys
Your Expert Guide to CX Orchestration & Enhancing Customer Journeys
 
Clean/Renewable Energy Virtual Investor Conference
Clean/Renewable Energy Virtual Investor ConferenceClean/Renewable Energy Virtual Investor Conference
Clean/Renewable Energy Virtual Investor Conference
 
Time Management Techniques for increased productivity and goal achievement
Time Management Techniques for increased productivity and goal achievementTime Management Techniques for increased productivity and goal achievement
Time Management Techniques for increased productivity and goal achievement
 
Questions to Answer to Prepare for Zero Budget Marketing .docx
Questions to Answer to Prepare for Zero Budget Marketing .docxQuestions to Answer to Prepare for Zero Budget Marketing .docx
Questions to Answer to Prepare for Zero Budget Marketing .docx
 

Account based marketing: from strategy and plans to execution and insights

  • 1. Account-Based Marketing: From Strategy and Plans to Execution and Insights HEIDI BULLOCK, CMO, ENGAGIO @HeidiBullock JOHN DERING, DIRECTOR ABM TECH & STRATEGY, DEMANDBASE @D_Rang
  • 2. B2B MARKETING IS TOUGH 2 Not enough – of the right types of leads Poor quality – many leads never convert to Sales Sales alignment - Poor efficiency Issues with churn and retention Missed Targets
  • 3. EXAMINE YOUR CURRENT ACQUISITION STRATEGY 3 Broad-based Mostly inbound Lead-centric Goal is volume
  • 4. A MARKETERS’S PLIGHT - Miller Pierce, 2014 VOC Study 50% of marketing generated leads are never followed up by sales.
  • 5. THE GREAT SALES & MARKETING DIVIDE Leads Personas Quantity Individuals Opportunities Buyers/Influencers Quality Accounts MARKETING SALES
  • 6. THE OLD MODEL OF THE SALES FUNNEL MARKETING SALES MQL IDENTIFIFY CLOSE
  • 7. THE NEW MODEL OF THE SALES FUNNEL CLOSE IDENTIFIFY MARKETING SALES
  • 8. EVOLUTION OF ACCOUNT-BASED MARKETING 1995- 2005 2005-2012 2012>>> • Limited in scale (25-50 accounts) • Field Mktg centric • Analog in approach • Improved scale • Email centric • Industry focused • Post hand raise • Reactive • Fully scalable (5000+ accounts) • Full funnel • Multiple targeting options • Pre hand raise • Proactive
  • 9. THE RISE OF ACCOUNT-BASED MARKETING ABM in 2015 SiriusDecisions: State of ABM 2015 of B2B companies have ABM program older than 1 year 20% of B2B companies have a skills gap for ABM 47%
  • 10. THE RISE OF ACCOUNT-BASED MARKETING ABM in 2016 SiriusDecisions: State of ABM 2015 of B2B companies have ABM program older than 1 year 41% of B2B companies have staff partially or fully dedicated to for ABM 70%
  • 11. THE IMPACT OF ABM ABM OUTPERFORMS TRADITIONAL METHODS B2B Marketers Are Realizing Greater Benefits From ABM Across Multiple Areas TOPO: ABM State of the Market ABM provides much greater benefit than traditional approach ABM and traditional are same Traditional approach benefit is much greater 3.98 4.00 4.02 4.14 4.20 4.31 4.64 1 1.5 2 2.5 3 3.5 4 4.5 5 Customer Retention Rate Initial Contract Value Close Rate Return on Sales & Mktg. Investment Upsell/Cross-sell Overall LTV Alignment Between Sales & Marketing
  • 12. THE IMPACT OF ABM ABM BENEFITS INCREASE OVER TIME The Benefits Of ABM vs. Traditional Marketing are more Pronounced as you Scale your Efforts TOPO: ABM State of the Market 3.89 3.81 4.12 4.15 3.70 4.23 4.44 4.17 4.18 4.30 4.32 4.38 4.39 4.87 1 1.5 2 2.5 3 3.5 4 4.5 5 Customer Retention Rate Initial Contract Value Close Rate Return on Sales & Mktg. Investment Upsell/Cross-sell Overall LTV Alignment Between Sales & Marketing 1 yr+ <1yr
  • 13. THE IMPACT OF ABM ABM DEDICATION INCREASES BOOKINGS TOPO: ABM State of the Market A Main Driver for Adopting ABM is Increasing ACV $71,941 $195,294 $0 $50,000 $100,000 $150,000 $200,000 $250,000 Pre-ABM ACV Post ABM ACV ACV: Before & After ABM 171%
  • 14. BUDGETS FOR ACCOUNT-BASED MARKETING IN 2017 ABM success is driving demand for increased investment SiriusDecisions: State of ABM 2015 of marketing budget dedicated to ABM 26% of companies planned to increase their ABM budget in FY2017 72%
  • 16. ESTABLISHED ABM LEADERSHIP TEAM Finance  VP of Finance  Finance Director Operations  Sales Operations  Marketing Operation Marketing  CMO  Director, Integrated Marketing  Director, Demand Generation  Director, Field Marketing Sales  CRO  VP of Sales  Enterprise Director  Mid Market Director  VP, Customer Success  Director, Inside Sales
  • 17. LEADERSHIP TEAM RESPONSIBILITIES Communicate Objectives Reset Expectations Ensure Compliance Reinforce the Target Account List Collaborate Regularly
  • 18. OperationsSales Marketing Knowing Makes Alignment Easier to Execute HOW WILL THIS IMPACT THE ORGANIZATION? Prioritize outreach/follow up on Target Accounts Follow up on signals, with key contacts Rework focus: Inbound vs outbound; sales territories Collaborate with marketing on programs Evaluate programs on the Target Account List Hand over intelligence, not just leads Re-focus budget Connect impact to Revenue – KPIs/MBOs Evaluate and implement new technologies Alter the use of current technologies Build models and reporting to focus on target accounts and key business objectives
  • 20. BUILD AND BRAND YOUR TARGET ACCOUNT LIST These are the companies that are most likely to buy from you, due to characteristics that set them up for success. Shares Focus Aligns Resources Facilitates Compliance Role of the List:
  • 21. TARGET ACCOUNT LIST It’s a collaborative process Build an initial list Secure agreement from ABM Leadership Team Verify and iterate with field sales Update at regular intervals 1 2 3 4
  • 22. WAYS TO APPROACH LIST BUILDING Target your most successful segments Select accounts with a predictive tool Use an account identification solution Combine approaches and iterate
  • 23. SEGMENT YOUR LIST Segments you select must have discrete business objectives that marketing can build programs to support
  • 24. Understand that only a portion of your revenue will come from this list - it may be a majority or minority depending on your business model
  • 25. GROW YOUR LIST (CAREFULLY) OVER TIME 37% 57% 68% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2014 2015 2016 % of Revenue from Target Accounts DB3k Non-DB3k 2014: Lookalike model 1,500 Accounts 22 Reps 2015: Predictive Model 3,000 Accounts, 35 Reps 2016: AI Model 3,500 Accounts 39 Reps
  • 27. MARKETING INTEGRAL TO SALES PROCESS - SiriusDecisions, 2013 67% Of the buyer’s journey is Now done digitally.
  • 28. TODAY’S ANONYMOUS BUYERS JOURNEY SALES CALL LEAD SOCIAL MEDIA WEBSITE VISIT SEARCH DETERMINE PROBLEM WEBSITE VISIT WEB RESEARCH FRIENDS & COLLEAGUES INTEREST Marketers miss out on the buying signals that occur pre hand raise… …and the signals that occur once a prospect is in a sales cycle.
  • 29. CONSISTENCY IS KEY TO B2B ADVERTISING SUCCESS Always-on advertising see better results than discrete campaigns 29% increase in companies lifted 127% more website engagement WEBSITE ACTIVITY BY COMPANY EXAMPLE DISCRETE CAMPAIGN CAMPAIGN AVG. DROPOFF -90% target account traffic *DemandGen Report 70% of buyers indicated that the vendor’s website was most influential in their purchase*
  • 30. PERSONALIZED EXPERIENCES ACROSS THE JOURNEY Personalize by industry, company, or custom attributes AD CREATIVE WEBSITE Creative developed for demonstration purposes; not reallcreative
  • 31. HARDER TO OPTIMIZE AT SCALE 15 INDUSTRIES 10 PERSONAS 3 CUSTOMER TYPES 6 BUYER STAGES 1000 WEB PAGES 4000 TARGET ACCOUNTS 5 COMPANY SIZE BANDS 8 PRODUCTS Billions of possible combinations to evaluate, personalize, test, and optimize. RESULT: Example inputs for a typical B2B website to analyze:
  • 32. Predicts future behavior on the website Calculate all the possible paths to your goals Proposes content that speeds the visitor towards those goals And away from undesired pages OPTIMIZATION FOR UNIQUE VISITOR PATHS
  • 34. TIER 1: 5-50 accounts (“tens”) Rich account plans Every touch personalized TIER 2: 50-1,000 accounts (“hundreds”) Light research + data build out Personalized touches to key personas TIER 3: 1,000+ accounts (“thousands”) Automated touches OK Industry and persona customization One-to-Many ABM One-to-Few ABM One-to-One ABM TIER YOUR ACCOUNTS
  • 35. ASSIGN PROGRAM ENTITLEMENT Type of Program Accounts Tier 1 Tier 2 Tier 3 Direct Mail High value Post card – lower value Post-card lower value Field Events Lunch and learn + dinners + on-sites, custom workshops Lunch and learn Lunch and learn (resources permitting) Tradeshows Special dinner Playmaker sends Yes Yes Yes Database sends In some cases OK Yes Yes Targeted Ads Yes + tailored content + logo Yes + industry Yes – industry Content Syndication Yes – verticals and key companies Yes – verticals Yes -verticals Sales outreach Yes (calling campaigns, drive attendance) Yes (calling campaigns, drive attendance) No Appt Setting Yes Yes No Contact Discovery Yes Yes No Customer content Custom streams (nurture) Yes (tier 1 and 2)
  • 36. BE HONEST… • What can Sales realistically support? • What can Marketing support? –Resources –Budget 36
  • 37. What do we want to say? (offers) Who should we say it to? (segments) Who are we trying to reach? (accounts) What should we say? (message) Where should we say it? (channels) Where should we say it? (channels) DemandGen Account Based MarketingDEVELOP ABM PROGRAM FRAMEWORK
  • 38. #1 - DEFINE “WHO” IN THE ACCOUNT (BUYING CENTER)
  • 39. #2 - DEFINE THE “WHAT” KEY PERSONAS CARE ABOUT
  • 40. MAP CONTENT FOR KEY STAGES PERSONA – A BUYER’S JOURNEY STAGE GOAL AWARENESS CONSIDERATION PURCHASE ADOPTION X-SELL/UP- SELL ADVOCACY BUYER GOAL I think I have a problem How do I fix my problem and why you? What do I need to buy? I can I get going fast and be successful with the product? I like product x, I would like more seats, or I am interested in product y. I love the products – I am happy to recommend to others! CONTENT Targeted ads, blog posts, ebooks, events, webinars Video testimonials, field events, case studies, analyst reports Product video, on-site workshops, demos Workshops Online tutorials Product webinars, video testimonials, case studies Early access to new features
  • 41. Source: ITSMA WHAT TYPE OF CONTENT WORKS?
  • 42. RIGHT SIZE CONTENT FOR TARGET ACCOUNTS ABM One-to-One ABM One-to-Few ABM One-to-Many
  • 43. CONTENT EXAMPLES Targeted Ads Personalized eBook Personalized Video
  • 44. IF YOU REMEMBER ONE THING TODAY... Random acts of kindness = good Random acts of marketing = bad
  • 45. #3 - DEFINE THE “WHERE” – BUT HAVE A BASELINE FIRST WEB PERSONALIZATION DIRECT MAIL TARGET ACCOUNT FIELD EVENTS PERSONALIZED EMAILS CUSTOM WORKSHOPS TARGETED ADVERTISING
  • 46. WHERE DO YOU HAVE COVERAGE? Do you have sufficient data, opt-in contacts, and account plans for each target account?
  • 47. WHERE DO YOU NEED TO DRIVE AWARENESS? Which target accounts have any awareness of us? Are they visiting the website?
  • 48. NOW FIGURE OUT YOUR PROGRAM STRATEGY 48 Goal: Awareness Is the account aware of your products / services? Goal: Engagement Are the right people in the account engaged? Goal: Action Do the right people have what is required to make a decision? Ask: What set of tactics make sense for these objectives?
  • 50. 1. Multi-Channel Prospecting 2. MQA Follow-Up 3. Sales Cycle Acceleration 4. Deal Nurture 5. Live Event Invite 6. Field Marketing 7. Upsell/Cross-Sell 8. Customer Advocacy EXAMPLE OF PLAYS FOR THE ACCOUNT LIFECYCLE
  • 51. Targeted ads entire account Email T: Head of Sales F: ADR Direct Mail Key personas Email T: Head of Marketing F: ADR Checklist Package received? Phone T: Head of Sales F: ADR GOAL: EARLY STAGE – PENETRATE NEW ACCOUNTS
  • 52. 52 GOAL: LATE STAGE – ACCELERATE DEAL CYCLE
  • 53. 205 193 113 45 24 1Mtgs Opps Deal (so far) EngdPkgs Resp 22% Meeting Rates Books only: 25% Kindle only: 21% Ads and Kindle: 21% Ads and Books: 13% Web Traffic Visitors Ads +43% +47% No Ads +22% +8% Directionally meaningful but not significant 34.2x pipeline to spend Tip 1 - TESTING IS EVEN MORE IMPORTANT
  • 54. 54 Tip 2 - MAKE IT PERSONAL TO DRIVE RESULTS 3% response rate 43% response rate
  • 55. 55 Tip 3 - SUPPORT SALES TO HELP THEM ACT IN A TIMELY WAY
  • 57. Don’t count the people you reach; reach the people that count. – David Ogilvy
  • 58. Challenge: Account Based Analytics are different 2002 2017
  • 60.  Focus on quality not quantity  Track accounts not leads (MQAs not MQLs)  Time spent (engagement minutes)  Track impact and influence more than try to apportion ‘credit’ (team effort)  Measure long-term success – pipeline and revenue 60 ACCOUNT BASED METRICS ARE DIFFERENT
  • 61. 61 Do you have sufficient data, contacts, and account plans for each target account? Are the target accounts aware of your company? Are the right people at the account spending time with your company? Is that engagement going up over time? Are marketing programs reaching target accounts? Are ABM activities improving key sales outcomes? COVERAGE AWARENESS ENGAGEMENT REACH IMPACT WHAT TO MEASURE
  • 62. 62 THE BUING CYCLE FOR B2B HAS GOTTEN LONGER •52% of respondents said the number of buying group members had increased significantly. •77% agreed that they conduct a more detailed ROI analysis before making a purchase decision. •78% agreed that they “spend more time researching purchases”. •75% agreed that they “use more sources to research and evaluate purchases”. Source: Demand Gen Report 2017 B2B Buyers Survey Report “You can’t wait a year to see results [in ABM].” Megan Heuer, SiriusDecisions
  • 63. 63 Early Stage Metrics Later Stage Metrics 1 • Coverage 2 • Awareness 3 • Engagement with key programs 4 • Meetings 1 • MQAs 2 • Opportunities in target accounts 3 • Pipeline 4 • Impact/ ROI Tip 1 - MEASURE AT DIFFERENT TIME POINTS
  • 64. Tip 2 - MEASURE FROM DAY ONE – HAVE BASELINES! 64
  • 65. Tip 3 - UNDERSTAND WHICH CHANNELS AND PROGRAMS ARE EFFECTIVE AT DIFFERENT STAGES OF AN ACCOUNT JOURNEY
  • 66. Tier # of Accounts Awareness MQA Sales Appt Opps Pipeline ACV Conversion to Opp C/W Deals C/W ACV Conversion to C/W Tier 1 # # # # # $ % # $ % Tier 2 # # # # # $ % # $ % Tier 3 # # # # # $ % # $ % Courtesy of VersionOne Tip 4 - HAVE A DASHBOARD FOR REPORTING
  • 68. 1. ABM’s impact is real. 2. Establish an ABM Leadership Team. 3. Build a target account list. 4. Have a diligent approach program entitlement. 5. Understand where your accounts are before executing programs. 6. Measurement is different with ABM – it’s about quality not quantity. 7. You can start small – just START. 68 KEY TAKE-AWAYS