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ABM: From Strategy to Action and Results

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Webinar presentation for Salesforce.com / Data.com Connect on May 11, 2017

Published in: Business
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ABM: From Strategy to Action and Results

  1. 1. @heinzmarketing The Modern Marketer’s Workshop ABM – From Strategy to Action and Results
  2. 2. @heinzmarketing Housekeeping • Get a copy! • This deck • Full Funnel Marketing • ABM Workbook • Send me an email (matt@heinzmarketing.com) with what you want…
  3. 3. @heinzmarketing What is ABM • A coordinated, integrated go-to-market effort between sales & marketing • An integrated approach to engaging & building consensus amongst the internal buying committee • A proven methodology for increasing velocity & conversion of target accounts Workbook – pg 4
  4. 4. @heinzmarketing#ABMIgnite ABM yourself to get…..ABM?
  5. 5. @heinzmarketing#ABMIgnite Keys to launching ABM 1. Outcomes first (and always) 2. Map the internal buying committee, build consensus 3. Challenge the status quo 4. Securing budget 5. Drive deep coordination with sales Workbook – pg 5
  6. 6. @heinzmarketing#ABMIgnite Defining Outcomes • Revenue growth • Target account efficiency • Opportunity cost • Where is there quantifiable pain right now?
  7. 7. @heinzmarketing#ABMIgnite ROI Calculator Workbook – pg 13
  8. 8. @heinzmarketing#ABMIgnite How others are winning TODAY’S LEADING B2B MARKETERS ARE USING ABM TO: • Increase marketing contribution to pipeline • Improve coordination & efficiency between sales and marketing • Focus marketing on more profitable strategies and tactics CONVERSELY, ANALYSTS CITE EVIDENCE THAT COMPANIES NOT ADOPTING ABM ARE: • Presenting conflicting faces/messages to prospects • Failing to build internal consensus with the buyer • Losing deals to competitors who are more coordinated and effective Workbook – pgs 6-11
  9. 9. @heinzmarketing#ABMIgnite Key benefits by department MARKETING More focused, more efficient, and more connected to revenue IT/OPERATIONS Better coordinated platforms between sales and marketing SALES Greater precision, coordination, and velocity in Target Accounts FINANCE Greater predictability, transparency, and visibility into marketing expense ROI Workbook – pgs 6-11
  10. 10. @heinzmarketing#ABMIgnite Map out each discussion Persona Stage 1 Loosen the status quo Stage 2 Commit to change Stage 5 Justify decision Stage 6 Make final decision Marketing CMO Head of Demand Generation Marketing Operations Event Manager
  11. 11. @heinzmarketing#ABMIgnite Unique perspectives, unique messaging Audience Persona Stage 1 - Loosen the status quo Stage 2 - Commit to change Stage 5 - Justify decision Stage 6 - Make final decision Marketing CMO Traditional demand generation doesn't work for enterprise targets; internal "buying" committee is too complicated for individual-centric marketing campaigns; current marketing & sales systems are too siloed - can't see and impact target account momentum Current tools cannot hit or support enterprise marketing & sales goals for 2017; CEO requires tighter coordination with sales to demonstrate marketing contribution to revenue in 2017; VP of Sales needs tighter coordinated, operational efforts to demonstrate enterprise sales momentum & results Heightens confidence in hitting 2017 enterprise sales number; increases coordination with sales leadership & revenue objectives; allow for more precise marketing to achieve enterprise deals more accurately What is the opportunity cost of not hitting your enterprise sales number?; What is the impact of not aligning enterprise sales targets with relevant/related marketing efforts? Head of Demand Generation Lead response rates are OK but conversion to opportunities are weakening due to lack of internal buyer consensus-building; current tools don't allow for account-centric coordination of marketing activities nor targeting of key accounts more precisely Cannot hit enterprise marketing targets without more precise, account- centric programs; ABM increases your alignment with sales, tie to revenue, impacts how the organization views demand generation in a positive light; ability to measure precise marketing impact on sales/revenue increases dramatically Fishing with nets won't hit the 2017 enterprise sales number alone; Prospects are responding less frequently to siloed messages; failure to engage the entire buying organization will weaken marketing contribution to closed deals What's the opportunity cost of now hitting the organization's enterprise sales number?; What happens if marketing can't demonstrate direct impact on sales pipeline and revenue?; How important are enterprise deals to your 2017 success, and can you achieve them without coordinating an account-based marketing effort? Marketing Operations Complex deals make attribution and coordinating complex deals far more difficult; requests from sales & marketing to coordinate efforts more precisely require more time/resources/custom integration than you have time or resources for Organization requires more enterprise sales, current systems are only individual-based and not account- based; cannot achieve enterprise sales without a different approach to those complex environments; cannot achieve enterprise marketing results without better tools to execute Cannot achieve enterprise account goals without better tools, approach; Alignment of account-based efforts with sales will improve operations coordination, reporting transparency, reduce cost of maintenance of operations efforts Do you have the tools and approach necessary to hit 2017 enterprise sales goals?; Can you current operations investments bridge the gap between sales & marketing effectively? Event Manager Measuring impact of isolated events is difficult; few enterprise deals are sourced or closed by individual marketing events; importance of event role is mitigated and miscommunicated with current siloed campaign structure Account-based approach is proven to put more value on events, especially focused events on enterprise targets; an ABM investment can increase events impact on marketing & sales goals, increase commitment to event strategy growth in the months ahead Cannot demonstrate event's true value & contribution without account- centric approach to marketing Will you lose the impact of events on enterprise sales contribution without an account-centric approach? Will too tight of a focus on individualized marketing reduce your event budget, and neuter its impact on enterprise sales velocity?
  12. 12. @heinzmarketing Develop common objectives & definitions Workbook – pg 19
  13. 13. @heinzmarketing A direct line to revenue growth
  14. 14. @heinzmarketing A common set of metrics Assumptions Meaghan ASP $ 65,000 Jennifer ASP $ 75,000 John ASP $ 80,000 Opp/Close % 25.0% Lead/Opp % 5.0% Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 TOTALS Meaghan Sales # 1 1 2 3 2 4 2 2 2 2 2 1 24 Jennifer Sales # 1 2 2 2 2 2 2 2 2 2 2 2 23 John Sales # 1 1 1 1 2 1 2 2 3 3 2 2 21 Total Sales # 2 3 4 5 4 7 6 6 7 7 6 5 62 Meaghan Sales $ $ 65,000 $ 65,000 $ 130,000 $ 195,000 $ 130,000 $ 260,000 $ 130,000 $ 130,000 $ 130,000 $ 130,000 $ 130,000 $ 65,000 $ 1,560,000 Jennifer Sales $ $ 75,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 1,725,000 John Sales $ $ 75,000 $ 75,000 $ 75,000 $ 75,000 $ 150,000 $ 75,000 $ 150,000 $ 150,000 $ 225,000 $ 225,000 $ 150,000 $ 150,000 $ 1,575,000 Total Sales $ $ 215,000 $ 290,000 $ 355,000 $ 420,000 $ 430,000 $ 485,000 $ 430,000 $ 430,000 $ 505,000 $ 505,000 $ 430,000 $ 365,000 $ 4,860,000 Meaghan Pipeline # 4 4 8 12 8 16 8 8 8 8 8 4 Jennifer Pipeline # 4 8 8 8 8 8 8 8 8 8 8 8 John Pipeline # 4 4 4 4 8 4 8 8 12 12 8 8 Total Pipeline # 12 16 20 24 24 28 24 24 28 28 24 20 Meaghan Pipeline $ $ 260,000 $ 260,000 $ 520,000 $ 780,000 $ 520,000 $1,040,000 $ 520,000 $ 520,000 $ 520,000 $ 520,000 $ 520,000 $ 260,000 Jennifer Pipeline $ $ 300,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 John Pipeline $ $ 300,000 $ 300,000 $ 300,000 $ 300,000 $ 600,000 $ 300,000 $ 600,000 $ 600,000 $ 900,000 $ 900,000 $ 600,000 $ 600,000 Total Pipeline $ $ 860,000 $1,160,000 $1,420,000 $1,680,000 $1,720,000 $1,940,000 $1,720,000 $1,720,000 $2,020,000 $2,020,000 $1,720,000 $1,460,000 Meaghan Leads 80 80 160 240 160 320 160 160 160 160 160 80 Jennifer Leads 80 160 160 160 160 160 160 160 160 160 160 160 John Leads 80 80 80 80 160 80 160 160 240 240 160 160 Total Leads 240 320 400 480 480 560 480 480 560 560 480 400 5440 Workbook – pg 20
  15. 15. @heinzmarketing The buyer’s journey
  16. 16. @heinzmarketing A common set of definitions Stage Definition Sales Next Step(s) Marketing Next Step(s) Leads Open/Not Attempted New lead, has not been attempted or contacted by sales Begin follow-up to get on the phone live to qualify as opportunity Provide scripts and response offers as needed to increase call-backs Attempting to Contact Sales has begun the process of following the lead follow- up process to reach the prospect live Continue follow-up attempts via phone, email, "zero out" to reach prospect live Provide scripts and response offers as needed to increase call-backs Interested Prospect has expressed interest in ABC Company and/or achieving better results, and is interested in learning more; full qualification criteria intent/purchase timeline still unknown Once prospect has been qualified, either move into a "Qualified" opportunity or move to Nurture (if timeline is long-term or undetermined) Provide collateral, case studies and other information as needed to help prospect determine sales intent Nurture Prospect is interested, but there is no near-term opportunity to buy (prospect may have other immediate priorities, or may just need more time to consider interest/intent) no action Drip marketing to prospect 1-2 times per month with value-added offers, until they're ready to engage in a short-term buying cycle again Unresponsive Haven't been able to get ahold of prospect after repeated attempts no action Drip marketing to prospect 1-2 times per month with value-added offers, until they're ready to engage in a short-term buying cycle again No Further Action Lead is not a qualified prospect no action no action Opportunities Qualified Prospect has a need & budget, and is actively evaluating solutions Get demo commitment, plan next steps and timeline to buy (or at least make decision) with prospect Provide additional support tools as needed (case studies, etc.) to help accelerate prospect interest and buying cycle Presentation & Demo Demo has been scheduled or completed; working through objections & questions Get permission to present formal proposal Provide additional support tools as needed (case studies, etc.) to help accelerate prospect interest and buying cycle Proposal Formal proposal is in process or has been delivered outlining terms, services, fees Get verbal commitment to buy pending finalization of terms no action Negotiation Prospect has verbally agreed to do business; both sides are working through final legal/term/service/fee details Sign, seal and return baby! no action Close Agreement has been signed and returned victory lap no action Closed Lost Opportunity has stalled indefinitely or is dead no action Drip marketing to prospect 1-2 times per month with value-added offers, until they're ready to engage in a short-term buying cycle again Workbook – pgs 39-40
  17. 17. @heinzmarketing Building target lists Workbook – pg 25
  18. 18. @heinzmarketing What are your data filters? • Companies • Individuals • Full/complete contact information Workbook – pgs 26-28
  19. 19. @heinzmarketing Data hygiene
  20. 20. @heinzmarketing Real-time data updates • What’s your platform & integration point(s)? • How do you respond to trigger events & real-time changes? • Who’s following up, how, when, with what? • Where do you record that? Workbook – pg 32
  21. 21. @heinzmarketing Keys to integrating ABM with your sales team 1. Make sales an early partner & collaborator Workbook – pg 30
  22. 22. @heinzmarketing Keys to integrating ABM with your sales team 2. Execute from a consolidated engagement plan Workbook – pg 33
  23. 23. @heinzmarketing A coordination example • The right person at the right company attends your webinar • How is follow-up different? • Who does it – with what message – in what format and channel? • What next step communication triggers does that imply? • How do you coordinate sales & marketing messages?
  24. 24. @heinzmarketing Keys to integrating ABM with your sales team 3. Think in terms of macro and micro campaigns
  25. 25. @heinzmarketing Keys to integrating ABM with your sales team 4. Develop shared data and insights
  26. 26. @heinzmarketing Buying signals and trigger events • Inventory • Prioritization • Follow-up sequencing Workbook – pg 38
  27. 27. @heinzmarketing Keys to integrating ABM with your sales team 5. Improve your content precision Workbook – pg 35
  28. 28. @heinzmarketing Who’s creating content in the first place? Workbook – pg 39
  29. 29. @heinzmarketing Keys to better content 1. Consistency 2. Causality 3. Practice Workbook – pg 36
  30. 30. @heinzmarketing The buyer’s journey Workbook – pg 38
  31. 31. @heinzmarketing Plays • What is a play?
  32. 32. @heinzmarketing 1. Cold Outreach
  33. 33. @heinzmarketing 2. Give, Give, Get
  34. 34. @heinzmarketing 3. Surround & Astound
  35. 35. @heinzmarketing 4. Action Required
  36. 36. @heinzmarketing 5. Recycle
  37. 37. @heinzmarketing 6. Known Unknowns
  38. 38. @heinzmarketing Integrated Plays Cold Outreach • All prospects • Owned by Marketing Give, Give, Get • Clicks from above • Opens from above • Balance from above • Owned by Sales or Marketing Action Required • Offer acceptance from above • Add to pipeline • Owned by Sales 1. Company Intro 1. Personal Intro 1. Deliver Offer/Schedule Call 2. Relevant Experience 3. Unique Point of View 2. Helpful Content 3. Direct CTA • Need/Outcome • Credibility • Trust Validation • Need/Outcome • Credibility • 1x1 • Relevant to them/you • Soft CTA • Demo, discussion, assessment • Whatever is first step of sales engagement • Webinar invite • Passive engagement ~2 weeks ~2 weeks 2 days 3 days 2. Schedule Call follow up 2 days 3. Schedule Call follow up 2 days
  39. 39. @heinzmarketing Tech Stack
  40. 40. @heinzmarketing Management & Measurement
  41. 41. @heinzmarketing Keys to integrating ABM with your sales team • Practice the OODA Loop
  42. 42. @heinzmarketing Keys to better feedback loops • Open communication • Constructive feedback • No defensiveness • Failure is part of the journey!
  43. 43. @heinzmarketing Additional ABM Content and Resources • Integrate - Developing an Account-Based Marketing Program: A Workbook • DemandBase – Account Based Marketing Resources • DemandBase – A Guide to Selling the Value of ABM in your Organization • Engagio – The Clear & Complete Guide to Account Based Marketing Upcoming Workshop • Sales Development: Essential Building Blocks for Revenue Growth
  44. 44. @heinzmarketing Housekeeping • Get a copy! • This deck • Modern Marketer’s Field Guide • ABM Workbook • Send me an email (matt@heinzmarketing.com) with what you want…

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