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ABM Beyond The Hype: What High Growth Organizations Do Differently

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Account-based marketing (ABM) has been a hot topic in b-to-b for a while now, and for good reason. Organizations successfully implementing ABM are reporting increased engagement, better win rates and larger average deal sizes – to name just a few measurable benefits.

In this session, Matt Senatore, Account-Based Marketing Service Director for SiriusDecisions, will reveal key elements that best practice ABM organizations perform, have in place or invest in and provide a framework to help you see if your organization is optimized for ABM.

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ABM Beyond The Hype: What High Growth Organizations Do Differently

  1. 1. © 2018 SiriusDecisions. All Rights Reserved #B2BMX ABM Beyond The Hype: What High Growth Organizations Do Differently Matt Senatore @MattSenatore @siriusdecisions
  2. 2. 3 © 2018 SiriusDecisions. All Rights Reserved@siriusdecisions @MattSenatore Executive Summary • Key issues • What you will walk away with • Companies of all shapes and sizes, and across all geographies are embracing ABM – some are having more success than others • There are significant differences in ABM initiatives detected in high-growth companies vs. those no-growth companies • High-growth companies are winning because of focus, investment, activity and measurement differences • An understanding of what successful ABM programs do differently than others • Best practice tips and examples illustrating what high performers do • Considerations to assess how ready your organization is to adopt ABM
  3. 3. SiriusPerspective: @siriusdecisions 4 © 2018 SiriusDecisions. All Rights Reserved@MattSenatore Where Did Our Data Come From? The SiriusDecisions Command Center™ aggregates ABM-related data from more than 200 companies across all revenue sizes, geographies and industries. Companies of all revenue sizes <$10MM 10% $10-$50MM 10% $51-$250MM 20% $251-$750MM 20% $751MM-$2B 20% $2B-$10B 10% $10B+ 10% Companies across industries IT 10% Bus. Services 10% Adv. Man. 20% Healthcare 20% Fin. Services 20% Companies across geos North America 70% EMEA 20% APAC 10% Low Growth (-20-0%) High Growth (>20%)
  4. 4. SiriusPerspective: @siriusdecisions 5 © 2018 SiriusDecisions. All Rights Reserved@MattSenatore Meet the Companies These two companies represent a cohort of accounts doing ABM; in the case of Zero Growth, LLC, their revenue is negative-to-flat; High Growth, Inc.’s average growth is greater than 20%. > 20% REV GROWTH High Growth, Inc. -20 - 0% REV GROWTH Zero Growth, LLC HighGZeroG
  5. 5. 6 © 2018 SiriusDecisions. All Rights Reserved@siriusdecisions @MattSenatore Let’s Examine What High Growth, Inc. Does Differently… HighG
  6. 6. 7 © 2018 SiriusDecisions. All Rights Reserved@siriusdecisions @MattSenatore Three Distinguishing Traits of High Growth, Inc. Winners recognize the importance and they invest accordingly ONE Winners engage buyers differently TWO Winners measure success differently THREE
  7. 7. 8 © 2018 SiriusDecisions. All Rights Reserved@siriusdecisions @MattSenatore One: Recognize Importance and Invest Accordingly Winners recognize the importance and they invest accordingly Winners engage buyers differently Winners measure success differently ONE TWO THREE • Importance of ABM • Overall investment • People investment • Tech investment • Services investment
  8. 8. @siriusdecisions 9 © 2018 SiriusDecisions. All Rights Reserved@MattSenatore Importance “ABM is extremely important to organizational success” 40% 45% Pipeline Revenue Alignment HighGZeroG
  9. 9. @siriusdecisions 10 © 2018 SiriusDecisions. All Rights Reserved@MattSenatore ABM Budget “What percentage of the overall marketing budget is allocated to ABM?” 20% 3% “Less than 5% of our overall marketing budget is allocated to ABM” HighGZeroG
  10. 10. @siriusdecisions 11 © 2018 SiriusDecisions. All Rights Reserved@MattSenatore Investment: Overall “In the next 12 months, will your planned account-based marketing investment be…” 68% “Greater or significantly greater than last year” 19% Headcount Tech/Tools HighGZeroG Programs Services
  11. 11. @siriusdecisions 12 © 2018 SiriusDecisions. All Rights Reserved@MattSenatore 15% 5% 41% 5% Investment: Headcount “In the next 12 months, will your planned account-based marketing headcount investment be…” “…significantly greater than last year” “…greater than last year” HighGZeroG
  12. 12. SiriusPerspective: @siriusdecisions 13 © 2018 SiriusDecisions. All Rights Reserved@MattSenatore Tip: Unique Profiles are Required for Different Roles Best-in-class organizations design teams with different skill sets for different team members; from leaders to marketing managers for strategic accounts to industry ABM marketers, etc.
  13. 13. SiriusPerspective: @siriusdecisions 14 © 2018 SiriusDecisions. All Rights Reserved@MattSenatore Tip: Keep Challenging and Upskilling the Team National Instruments’ teams were ABM certified; detailed role-specific responsibilities and competency improvement areas developed and measured over time.
  14. 14. @siriusdecisions 15 © 2018 SiriusDecisions. All Rights Reserved@MattSenatore Investment: Current Competencies “Indicate the team’s competency in <_______> as best-in-class” HighGZeroG “Product/Solution Knowledge” “Sales Process Knowledge” “Tech/Tool Utilization” “Buyer’s Journey Knowledge” 22% 5% 18% 10% 32% 19% 22% 0%
  15. 15. @siriusdecisions 16 © 2018 SiriusDecisions. All Rights Reserved@MattSenatore Investment: Tech Services “Investment in <_____>will be significantly greater in next 12 months” HighGZeroG “Predictive Analytics Tools” “Agency for ABM Support” “Web Personalization” “Intent Monitoring” 20% 6% 12% 7% 14% 6% 17% 7%
  16. 16. SiriusPerspective: @siriusdecisions 17 © 2018 SiriusDecisions. All Rights Reserved@MattSenatore Tip: Don’t Get Blinded by the New Shiny Object Clients use the SiriusDecisions Technology Alignment Framework to ensure a disciplined approach that avoids missteps. SiriusPerspective: © 2016 SiriusDecisions. All Rights Reserved #SDTechX 7@peterostrow @danatherrien Vendor Selection Approval Detailed Vendor Evaluation Technology Alignment Framework: Vendor Selection Organizations using a disciplined process to define requirements and evaluate vendors are more likely to purchase a solution that meets stakeholders’ needs. Agreed Upon Terms And Conditions No Yes Contract Execution Milestones Stages Detailed Steps Outputs Decision Points Execute Implementation and Adoption Vendor Selection Scored Vendors and Recommendation Solution Approved? Detailed Evaluation Approval Initial Vendor Assessment Weighted Decision Scoring Model Vendor Assessment Approval Requirements Gathering Requirements Document Solution Kick-Off • RFI/RFP • Proof of Concept • Vendor Ranking • Recommendation • Due Diligence • Final Check • Negotiation • Contract Execution • Vendor Options • Vendor Short List • Solutions Requirements • Market Research • ABM Journey • Requirements • Capabilities • Vendor Evaluation • Multi-functional assessment and selection!
  17. 17. 18 © 2018 SiriusDecisions. All Rights Reserved@siriusdecisions @MattSenatore Two: Engage Buyers Differently Winners recognize the importance and they invest accordingly Winners engage buyers differently Winners measure success differently ONE TWO THREE • Education/ Early Stage • Solution/Mid Stage • Selection/ Late Stage
  18. 18. 19 © 2018 SiriusDecisions. All Rights Reserved@siriusdecisions @MattSenatore Assets Deployed During Education Stage
  19. 19. 21 © 2018 SiriusDecisions. All Rights Reserved@siriusdecisions @MattSenatore Assets Deployed During Education Stage
  20. 20. SiriusPerspective: @siriusdecisions 22 © 2018 SiriusDecisions. All Rights Reserved@MattSenatore Tip: Focus on a Relevant, Clever Hook InsideSales.com targeted CROs and sales ops teams with a unique omni-channel approach including three-dimensional mailers to secure appointments with hard-to-reach execs. Chief Revenue Officer “Quarterback of the organization” Sales Operations Teams RESULTS • 50% email engagement • 2X Pipeline • 15X ROI Source: PFL
  21. 21. 23 © 2018 SiriusDecisions. All Rights Reserved@siriusdecisions @MattSenatore Assets Deployed During Mid-to-Late Stage
  22. 22. SiriusPerspective: @siriusdecisions 24 © 2018 SiriusDecisions. All Rights Reserved@MattSenatore Tip: Have an Overall ABM Marketing Program Focus Understand what marketing key responsibilities will be for different ABM deployment types; list relevant tactics that can be utilized.
  23. 23. SiriusPerspective: @siriusdecisions 25 © 2018 SiriusDecisions. All Rights Reserved@MattSenatore Tip: Realize That Accounts Will Need Different Tactics Design different paths for different accounts (and contacts/personas) that tie back to goals, include last mile customization where appropriate.
  24. 24. 26 © 2018 SiriusDecisions. All Rights Reserved@siriusdecisions @MattSenatore Three: Measure Differently Winners recognize the importance and they invest accordingly Winners engage buyers differently Winners measure success differently ONE TWO THREE • Longer-Term Impact Metrics (LT) • Mid-Term Output Metrics
  25. 25. 27 © 2018 SiriusDecisions. All Rights Reserved@siriusdecisions @MattSenatore Tip: Use the SiriusDecisions Metric Spectrum to Track Counts of actions taken Activity Direct results of actions Output Effects on business goals Impact Preparedness to perform Readiness Class Examples of Measures Description • Emails sent • Calls made • # webinars/campaigns run • Inquiries • Proposals • Demos • Revenue/Growth/Profit • Customer LTV • NPS®/loyalty/sat. • Customer profiles identified • Customer lifecycle stages mapped • Support available for each stage AccountLevel TOTALABM Short-TermMid-TermLong-Term GroupedAccount/Geo/Tier
  26. 26. @siriusdecisions 28 © 2018 SiriusDecisions. All Rights Reserved@MattSenatore Impact Metrics ”Which of the following impact metrics do you track for ABM efforts?” HighGZeroG “Customer upsell %” “Closed deals influenced” “Customer cross-sell %” “Close Rates: ABM vs. Non-ABM” 40% 20% 27% 12% 38% 20% 31% 8%
  27. 27. @siriusdecisions 29 © 2018 SiriusDecisions. All Rights Reserved@MattSenatore Output Metrics ”Which of the following output metrics do you track for ABM efforts?” HighGZeroG “Increase in C-Level Engagement” “Increase in Account Engagement” “Sales Accepted Leads (SALs)” 27% 12% 31% 4% 57% 38%
  28. 28. © 2018 SiriusDecisions. All Rights Reserved What Can You Do to Prepare for ABM?
  29. 29. SiriusPerspective: @siriusdecisions 31 © 2018 SiriusDecisions. All Rights Reserved@MattSenatore The SiriusDecisions ABM Readiness Model The SiriusDecisions ABM Readiness Model ensures organizations are set up to succeed – and shines a light on potential blind spots. • Data quality • Insights • Core technology • Extended technology • Relationship with marketing • Sales processes • Sales experience • Budget • People • Skills • Demand maturity • Content • Measurement • Marketing alignment • Go-to-market alignment • Cultural fit • Leadership support Strongly Disagree = 1 Strongly Agree = 5
  30. 30. SiriusPerspective: @siriusdecisions 32 © 2018 SiriusDecisions. All Rights Reserved@MattSenatore Alpha Corporation: Context • €4bn systems integrator • EMEA revenues: €1bn • 40 accounts make up 40 percent of EMEA revenue contribution • Growth through acquisition in EMEA; some disparate systems Readiness Assessment Outcome The Readiness Assessment lets companies zoom in and focus on potential blind spots so that they can prepare for them. Recommendation #3: Gain alignment with CMO/CSO on ABM marketing measurement and MBO considerations. Extended technology investment can help prove value of ABM. Recommendation #2: Educate sales on the benefits of working together on ABM so they are willing to share account/contact details and welcome input from marketing. Recommendation #1: Revise ABM Charter – start with a more narrowly defined pilot given budget and people investment levels.
  31. 31. Hope to see you there!

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