The State of ABM: Driving the Highest ROI of Any B2B Strategy | Engagio
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The document discusses the state of Account-Based Marketing (ABM) and provides guidance on building an effective ABM strategy. It summarizes that ABM delivers the highest ROI of any B2B marketing strategy. It then provides recommendations on how to build an ABM foundation by mapping leads to accounts, prioritizing accounts, and measuring engagement. The document also suggests evolving ABM tactics by making them more personalized and tracking account journeys. It emphasizes starting with a small pilot program to test and optimize the approach before a full rollout.
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The State of ABM: Driving the Highest ROI of Any B2B Strategy | Engagio
- 1. The State of ABM Driving the Highest ROI of Any B2B Strategy jon@engagio.com, @jonmiller Jon Miller, Founder and CEO of Engagio
- 2. Nets Spears
- 3. Account-Based Marketing: A strategic approach that coordinates personalized marketing and sales efforts to land and expand high-value accounts. – @jonmiller
- 4. Why Now • Reaching high into larger accounts drives better dealsEconomics • Declining returns from inbound / volume channelsSaturation • Technology is now available to deliver ABM at scaleScalability
- 5. “ABM Delivers The Highest ROI Of Any B2B Marketing Strategy Or Tactic” (ITSMA) About the same Somewhat higher Significantly higher 16% 42% 42% How does ABM return on investment (ROI) compare to other marketing initiatives? % of Respondents (N=38) ITSMA Account Based Marketing Survey, October 2013 • Focuses time and resources on accounts most likely to drive revenue (“zero waste”) • Improves marketing- sales alignment • Creates a better, more coordinated customer experience
- 6. Google Trends for “Account Based Marketing” Engagio founded Google Trends for “Account Based” 2.0x 4.8x ABM Today is Like Like Lead Nurturing in 2008 Marketers know they need to do it, and are trying to figure out how to start
- 7. Evolve Your Metrics Rethink Your Tactics Build Your Foundation 1 2 3
- 8. First, Build Your Foundation
- 9. Challenge: Account Data Spread Across Systems Challenging measurement Bad routing Poor coordination Limited marketing & sales alignment 9 Marketing Automatio n Corporate Email Web Visits
- 10. Answer: Start with an Account Foundation Lead to Account Matching (L2A) Algorithm Presentation Marketing Automation Corporate Email Web Visits Engagement Minutes Model
- 11. Lead to Account Matching 11
- 12. Account Foundation Enables Engagement (Account Scoring) 12 Engagement Minutes
- 14. Not Engaging
- 15. What specific tactics are most effective for ABM? Choose up to three 34 36 38 40 0 10 20 30 40 50 60 Executive engagement Innovation days Custom thought leadership One-on-one meetings Most Effective Tactics for ABM 15 Strategic 21 23 47 49 0 10 20 30 40 50 60 Custom collateral Executive engagement E-mail marketing One-on-one meetings Scale 23 30 30 60 0 10 20 30 40 50 60 Direct mail Account advertising One-on-one meetings E-mail marketing Programattic One-on-one meetings and email dominate Source: ITSMA, Account Based Marketing Benchmarking Survey, March 2016
- 16. Make it Personalized to Drive Results 16
- 17. MQA Aware No Engagement Opp Customer Renewal ABM is for All Stages of the Funnel Integrated ABM Deal Nurturing Expansion & Success
- 19. ABM Pro Tip: Don’t walk into the metrics buzzsaw. @jonmiller
- 20. Don’t count the people you reach; reach the people that count. – David Ogilvy
- 21. Time is Money
- 22. Account Journey Tracking Define the Account Funnel Track movement Measure the key metrics • Flow • Balance • Conversion • Velocity A quantifiable ways of showing results through a potentially long sales process
- 23. Marketing Qualified Accounts (MQAs) Depth and breadth of engagement 23
- 24. Type Metric Description Accounts Engagement Am I creating and deepening relationships with my target accounts? Journeys Outcomes How do accounts move through their buying journeys towards the outcomes (pipeline, revenue) we care about? Programs ROI What is the marketing return on investment on my programs (multi-touch attribution)? ABM Metrics Summary
- 25. Final Thoughts
- 26. Mini-Pilot: I don’t have 1 year to do this… Map leads to accounts – this can be automated (L2A) Prioritize accounts – can start small. Look at accounts you already have? Where do you have engagement? Simple program • Direct mail + human follow-up (marketing / ADR alignment) • Very personalized emails Measure – optimize – roll out 26
Editor's Notes
- Inbound can only get you so far (or so fast)
- “Limited budget and resource constraints lend themselves to a renewed focus on account based marketing techniques”
- Why now? What about mobile, social, cloud, etc. makes this inevitable? Harder than ever to reach decision makers with traditional tactics New ways to reach buyers (individually-addressable touch-points, real-time ad buying) Shift from campaign-marketing to “always on” mindset requires integration Big data / predictive analytics allow marketers to understand the complexity of relationships and buyer context, and match personalized content accordingly Buyers delaying engagement with sales ; harder to reach CXOs {happened in velocity, needs to happen in XYZ} Decomposition of the nice/clean customer funnel… no longer just awareness, familiarity, consideration, etc. Useful model, but. Really a set of nodes, interactions (through a connected device) New ways to reach buyers Proliferation of “connected customers” and customer data -- smart phones, smart devices (50B connected devices) behind every device is a customer → data proliferation From campaigns to “always on” Big data / predictive (understand the complexity of the relationships, context) Needs new ways to measure
- 1 – Data is spread across disparate systems. It is difficult to start on this journey when people, accounts, and activity data are reside in different places.
- Once we have combined all of your data, Engagio will match all of the right people and activities to your accounts, making you look like a superhero.
- Quantifying Account activity can be difficult which is why Engagio uses TIME as the metric to help you understand Account engagement. The more time an Account spends researching your products and services, the more likely they are to become a customer or grow as an existing customer. So using TIME as a way to measure activity is how Engagio helps marketing measure Account quality.