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On target 2015, Christopher Engman, Vendemore

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On Target 2015 is the Go-To Conference for B2B Sales & Marketing. On Target 2015 Stockholm is a one day event held by thought leaders on how to accelerate growth for companies with long and complex sales cycles, many stakeholders and high order values.

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On target 2015, Christopher Engman, Vendemore

  1. 1. Christopher Engman CEO Vendemore
  2. 2. Global Account Based Marketing Account Based Marketing / ABM • What is ABM? • Measurements and KPI’s • New ABM perspectives and insights • Recommendation tool (which tactics and where)
  3. 3. Global Account Based Marketing Delivering in 100+ countries, 100+ Fortune 500 companies. 8 car brands. 12 banks. 35 of 50 of the biggest global software companies, 9 of the 10 largest tech companies.
  4. 4. Global Account Based Marketing What is… Account Based Marketing?
  5. 5. Global Account Based Marketing Aligning marketing investment with revenue opportunities Clients Potential revenue Existing revenue Similar clients Top 50 Next 50 Next 100 Sales resources ABM – Named accounts B2B General marketing
  6. 6. Global Account Based Marketing Challenge : How do you reach all the people that make or influence the decision? Why do we need you? We know better ROI? Expensive How many people influence the decision? How many people know of you? How many people have you met? How many people know what you stand for? How many people believe you are the best? How many people will favor you?
  7. 7. Global Account Based Marketing Sales funnel a straight line?
  8. 8. Global Account Based Marketing Only to people working in the organisations our client chooses IP-targeted Advertising
  9. 9. Global Account Based Marketing Advertising, films, social media, articles, white papers are targeted to the named accounts IP-numbers
  10. 10. Global Account Based Marketing Media coverage Vendemore’s average delivery to a company is through 75 sites. Total coverage 1.000.000+ sites in 100+ countries. 30+ local newspapers 25 Swedish vertical sites 11 of the top 20 in Sweden 2,500 hand picked global business sites from 1.000.000 41 of 50 of the top global sites
  11. 11. Global Account Based Marketing Tech Tech Target Enterprise 1. Isolate the named accounts’ via IP-numbers 2. Isolate the relevant departments by using persona based media Method:
  12. 12. Global Account Based Marketing ABM KPIs What are the top KPIs used to evaluate marketing supporting the complex B2B sale? What new insights do we have?
  13. 13. Global Account Based Marketing Demand generation Named accounts 21 Lead Nurturing MQL/Signup s Demand generation Named accounts Sale/Land 3 4 Acceleration Contract SQL/Accepted by sales Pipeline acceleration 5 Exploitation Sale/Expand Cross selling & Framework agreements New Clients Existing Clients Hit rate and speed of conversion… Rather than cost per lead Total cost of sales and marketing per revenue generated… Rather than cost per lead Defence Lost Renewals & Competition 6
  14. 14. Global Account Based Marketing Vendemores KPI’s for named accounts • Views from target audience • Interactions from target audience • Increased traffic to landing pages from target audience • A/B success comparison for different content and topics
  15. 15. Global Account Based Marketing Vendemores and Client’s business objectives • Increased activity from targeted accounts • Increased win rate • Faster progress through the pipe • Revenue development per account • Sales and marketing total cost per account • Share of wallet • Number of active contacts per account • Sign-ups per named account
  16. 16. Global Account Based Marketing Visits from a key account over time 29 days with no advertising followed by a 29 days with targeted advertising, everything else the same.
  17. 17. Global Account Based Marketing Not targeted Not visited/unaware Not visited / aware Visited/engaged Repeat visitor/very engaged Engaged with sales process Vendemore Website Marketing Automation Content marketing Vendemore Content marketing ROI? Brand Views Brand Views Clicks Downloads Visibility in an account
  18. 18. Global Account Based Marketing Activity stages Recognise problem or need Research Approval RFQ /RFP Consideration Decision ROI? Clicks Brand Views
  19. 19. Global Account Based Marketing Account Intelligence, Food & Beverage Account Brand Views Clicks Visits Visitors Page Views CTR Product A Product B Product C Act On* PERNOD RICARD 35 023 11 12 11 12 0.03% LAKELAND DAIRIES CO-OPERATIVE SOCIETY 27 312 19 20 20 20 0.07% ! ! X Sabmiller Plc 22 284 18 18 18 18 0.08% ! ! ! X Heineken N.V. 12 033 0 0 0 0 0.00% DAIRY CREST LTD 11 049 6 15 15 16 0.05% ! X PREMIER FOODS PLC 2 401 6 6 6 6 0.25% ! X BERNARD MATTHEWS FOODS LTD 1 857 1 4 3 4 0.05% HEINEKEN ENTREPRISE 1 590 0 0 0 0 0.00% GREENCORE GROUP PLC 1 389 0 13 13 13 0.00% X KERRY GROUP PLC 1 253 0 0 0 0 0.00% Bernard Matthews Oldenburg 996 0 0 0 0 0.00% Heineken Ceska republika, a.s. 358 0 0 0 0 0.00% SAMWORTH BROTHERS LTD 248 0 0 0 0 0.00% Heineken Holding N.V. 221 0 0 0 0 0.00% Bettys & Taylors Group Ltd 54 0 3 3 4 0.00% FrieslandCampina Consumer Products Europe 3 0 0 0 0 0.00%
  20. 20. Global Account Based Marketing Content performance, market intelligence Industry Solution Accounts Engagement Brand Views Clicks Click rate Food Reference 28 50% 12 849 19 0,15% Food Solution 28 30% 12 309 14 0,11% Food Pain 28 27% 11 703 8 0,07% Healthcare Reference 28 50% 136 308 51 0,04% Healthcare Solution 28 45% 135 959 23 0,02% Healthcare Pain 25 33% 134 891 24 0,02% Manufacturing Reference 63 31% 102 605 74 0,07% Manufacturing Solution 66 21% 100 398 13 0,01% Manufacturing Pain 33 33% 20 049 16 0,08% Analysis • Food: Reference and Solution banners performing well • Healthcare: Reference, Solution & Pain management below average • Manufacturing: Solution below average
  21. 21. Global Account Based Marketing Content performance, market intelligence Brand Views: 120 309 Clicks: 14 Click rate: 0.01% Benchmark: 0.05% Brand Views: 311 412 Clicks: 145 Click rate: 0.04% Benchmark: 0.05% Brand Views: 256 311 Clicks: 278 Click rate: 0.11% Benchmark: 0.05%
  22. 22. Global Account Based Marketing Recommendation tool: For which customers should we use what tactics?
  23. 23. Global Account Based Marketing € Clients Potential revenue Existing revenue Similar clients Top 50 Next 50 Next 100 ABM broad Reactive ABM Pipeline acceleration Marketing automation Other marketing techniques such as LinkedIn, Trade shows, DM, TM, Search ABM rules named accounts Marketing Automation ABM narrow Sales LinkedIn (and twitter) bee swarming Lunch and Learn Email + Phone (References and Pains)
  24. 24. Christopher Engman, Founder + Head of Vendemore, a Bisnode company Email: christopher.engman@vendemore.com Tel: +46735101974

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