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What does Best-In-Class ABM Look Like? | Engagio

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Drawing on their experience from hundreds of Account Based Marketing (ABM) implementations, experts Bev Burgess and Kathy Macchi will provide you with an insider's view of the strategic decisions and implementation techniques employed at industry leading companies like Microsoft, IBM, SAP and more.

You’ll hear real-world case studies and personal stories and learn:
–How to implement an ABM strategy to build your reputation and strengthen relationships
–How to grow revenues across all the accounts that matter to you
–Which best practices will provide the greatest impact on your business, including key components of a best-in-class blended approach

Download Engagio's Clear and Complete Guide to Account Based Marketing at Engagio.com/guide

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What does Best-In-Class ABM Look Like? | Engagio

  1. 1. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 1
  2. 2. & What Does Best-in-Class ABM Look Like? Bev Burgess Senior Vice President & ABM Practice Lead, ITSMA Kathy Macchi VP, Consulting Services, Inverta Engagio Webinar | January 25, 2018
  3. 3. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 3 Your questions 1. How much ABM should I be doing? 2. Where does ABM fit in my go to market plan? 3. What type of ABM will work best for me? 4. How do I get started? 5. What can I learn from ABM leaders?
  4. 4. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 4 It is my view that ABM is on the threshold of revolutionising the marketing domain. Professor Malcolm McDonald
  5. 5. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 5 How muchABM?
  6. 6. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 6 Account-Based Marketing (ABM) Digital and social media marketing Lead generation, management, and nurturing Brand/reputation management/differentiation Sales and marketing alignment Marketing performance management Influencer marketing Integrating marketing programs and messaging Thought leadership development and dissemination Marketing technology and automation systems Customer experience management/engagement programs Sales force enablement and tools Solutions marketing As you look ahead to 2018, which of the following would you say are your top five marketing priorities? % of respondents (N=43) In 2018, ABM is a top marketing priority 44 44 44 42 42 37 30 30 26 21 19 14 14 Note: Up to five responses allowed. Source: ITSMA, 2018 Services Marketing Budget Allocations and Trends
  7. 7. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 7 Investment in ABM is increasing rapidly… Source: ITSMA, 2018 Services Marketing Budget Allocations and Trends 20% 28% Mean % of marketing budget spent on ABM 2017 2018
  8. 8. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 8 …because good ABM drives real business results Fujitsu ABM with DHL in Europe (year one) • Expanded footprint from UK to six other countries in EU • Presentations to DHL UK Board and at 2 customer events • 25+ new relationships • 2 $10m+ wins • $100m+ in new pipeline SAP ABM with top accounts in North America (year one) • Influenced $209m pipeline • Supported $30m closed deals • Initiated 49 new opportunities for $27m in new pipeline • Developed 1,200 new business contacts Adobe ABM with strategic accounts (3 years) • 20% increase in solutions per customer • 20% increase in customer satisfaction • 30% increase share of wallet • 80% of top 20 deals (deal size) • 90% retention/renewal rate • 1400% revenue growth
  9. 9. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 9 Where doesABM fit?
  10. 10. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 10 Understanding ABM in the context of your wider marketing strategy* Mass-customized marketing (All audiences) Segment Marketing (e.g., All retailers) One-to-Many ABM (Named retailers) One-to-Few ABM (Cluster of key retail accounts with similar issues) One-to-One ABM (Top retail accounts) *An illustrative examplefor marketingto the retail sector
  11. 11. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 11 ABM and Demand Generation: Oil and Water or Peanut Butter and Chocolate? Questions Where do you expect to get your revenue? Can you create segments that you can reach, differentiate, attract and serve that are also large or profitable enough? Will your organization provide the level of staffing and funding to support the level of technology and/or customization required for these strategies?
  12. 12. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 12 Target account list? Percent from existing or net-new? Product mix? Where does your organization expect to get its revenue?
  13. 13. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 13 Segmentation musts Size, purchasing power, profiles of segments can be measured Segments must be effectively reached and served Segments must be large or profitable enough to serve Segments must respond differently to different marketing mix elements & actions Must be able to attract and serve the segments Measurable Accessible Substantial Differential Actionable
  14. 14. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 14 Staffing and Funding ABM Requirements • Focused collaborative approach between sales and marketing • Organization • Target account list • Planning and meeting cadence • Not a part-time job • Marketing resources • Sales organization • Shared metrics and ability to track at the account level • Research / insights for each segment / account • Ability to execute at the level of customization required • Resources • Funding
  15. 15. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 15 What type ofABM?
  16. 16. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 16 Three distinct types of ABM have emerged Strategic ABM ABM Lite Programmatic ABM Which of the following most closely describes the types of ABM you have implemented? 54% One-to-One ABM Marketer works with account team to develop and implement highly customized programs for individual accounts 51% One-to-Few ABM Marketer works with specific sales teams to focus on a small group or cluster of accounts with similar business imperatives 43% One-to-Many ABM Marketers use technology to target accounts, market to individuals within the accounts, and track results by account Note: Multiple responses allowed. % of respondents (N=82) Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017
  17. 17. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 17 The top marketing tactics are a mix of online / offline One-to-One ABM •Account-specific (bespoke) thought leadership •Innovation days •Executive engagement plans •One-on-one, face-to-face meetings One-to-Few ABM One-to-Many ABM •Email marketing •Account-specific (bespoke) thought leadership •Roadshows/events •Email marketing •Reverse IP/targeted digital ads/ content/retargeting •Roadshows/events Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017
  18. 18. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 18 65% One Type Only 23% Two Types 12% All Three Types Most companies are using one ABM approach, but a blended approach is on the rise % of respondents (N=82) 12 5 5 13 21 21 23One-to-One ABM only One-to-Few only One-to-Many ABM only One-to-One ABM and One-to-Few ABM One-to-One ABM and One-to-Many ABM One-to-Few ABM and One-to-Many ABM All three types of ABM Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017
  19. 19. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 19 How do I get started?
  20. 20. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 20 ABM Activities Organizational Alignment Target Account List Development and Validation Research and Insights Gathering Segmentation and Messaging Theme Development Creation of “The Plays” (Sales and Marketing Motions) Benchmarking and Measurement
  21. 21. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 21 DR CHARLES DOYLE RAIANNE REISS DOROTHEA GOSLING ANDY PEDACK ERIC MARTIN JULIE JOHNSON ANDREA CLATWORTHY Top tips
  22. 22. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 22 DR CHARLES DOYLE RAIANNE REISS DOROTHEA GOSLING ANDY PEDACK ERIC MARTIN JULIE JOHNSON ANDREA CLATWORTHY Top tips from Best-in-Class
  23. 23. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 23 ANDY PEDACK Check your mandate
  24. 24. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 24 RAIANNE REISS Get on the front line
  25. 25. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 25 DR CHARLES DOYLE Occupy the high ground
  26. 26. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 26 ANDREA CLATWORTHY Choose accounts carefully
  27. 27. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 27 DOROTHEA GOSLING Put client insight first
  28. 28. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 28 JULIE JOHNSON Focus on mutual value
  29. 29. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 29 ERIC MARTIN Build tools and templates
  30. 30. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 30 DR CHARLES DOYLE RAIANNE REISS DOROTHEA GOSLING ANDY PEDACK ERIC MARTIN JULIE JOHNSON ANDREA CLATWORTHY
  31. 31. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 31 What can I learn from ABM leaders?
  32. 32. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 32 Collaborating to innovate: Fujitsu and DHL • Position Fujitsu as fresh thinker with “Supply Chain of Things” • Broaden and deepen relationships for market expansion • Drive collaborative innovation with core IoT capabilities Positioning video Capabilities pack Case reference Thought leadership video
  33. 33. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 33 ABM Lite Targeting a cluster of accounts 1. Identify all accounts 2. Build “clusters” of accounts including account context (insights, account team discussions) 3. From cluster define set of key messages with core assets 4. Build out ABM toolkit for each account within the cluster with c. 10%-15% personalization per account 5. Execute through the SAP account team Insights and strategy Toolkit guide Digital interactive drive through Poster Infographic
  34. 34. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 34 Account-based personalization by industry Results: +200% increase in whitepaper downloads!
  35. 35. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 35 The Future? Blended ABM Strategy?
  36. 36. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 36 Questions
  37. 37. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 37 Thank you Bev Burgess Senior Vice President & ABM Practice Lead ITSMA bburgesss@itsma.com +44 (0) 7775 765722 @BurgessBev Kathy Macchi VP, Consulting Services Inverta kathy.macchi@inverta.com +1 512 454 2423
  38. 38. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 38

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