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Selling Account-Based Marketing (ABM) Internally To Your Organization


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Presentation deck from #ABMIgnite road show outlining how to build consensus and approval for account-based marketing internally.

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Selling Account-Based Marketing (ABM) Internally To Your Organization

  1. 1. THE CASE FOR ACCOUNT-BASED MARKETING AT [your company here] Matt Heinz President, Heinz Marketing Inc @heinzmarketing #ABMIgnite
  2. 2. #ABMIgnite • This deck • Other freebies: • Full Funnel Marketing – the book! • Our ABM Expert Guide & execution workbook • Bacon • Email me ( or bring me a business card with what you want Housekeeping
  3. 3. #ABMIgnite ABM yourself to get…..ABM?
  4. 4. #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
  5. 5. #ABMIgnite Defining Outcomes • Revenue growth • Target account efficiency • Opportunity cost • Where is there quantifiable pain right now?
  7. 7. #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
  8. 8. #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
  9. 9. #ABMIgnite Your org is no different…
  10. 10. #ABMIgnite Your internal buying committee
  11. 11. #ABMIgnite The deeper org chart • Marketing • CMO • Head of Demand Generation • Marketing Operations • Event Manager • Sales • VP of Sales (or CRO) • Sales Manager • Sales Operations • Named Account Sales Reps • Operations & Finance • CEO • Finance Director • IT
  12. 12. #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
  13. 13. #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?
  14. 14. #ABMIgnite Organizational Alignment—Pitfalls Objection Response My sales team won’t give me their target account list or work with us to build one. Find somewhere to start – a sales rep, an industry team – that will work with you to prove the model. An ABM strategy is going to be expensive, more than I have budget for. Since ABM is an efficient strategy, you can actually acquire more of the RIGHT leads on the same budget. We’re already too busy. How are we going to implement an ABM strategy? Since ABM is an efficient strategy, you can actually decrease the number of campaigns and tactics, but deliver more leads per action. Are we just going to walk away from the leads NOT on our target account list? A certain percentage of your revenue will still come from outside the list; you just won’t proactively seek them out. There will be too few leads to hit our pipeline and revenue goals. If executed properly, an ABM strategy will actually deliver MORE qualified leads, and fewer of the leads that won’t turn into business. MarketingSales
  15. 15. #ABMIgnite Getting them all in a room…
  16. 16. AGENDA #ABMIgnite • Objectives & Measures of Success • Shifting B2B Trends • ABM 101 • How Others Are Winning (& Losing) • Key Cross-Departmental Benefits • Business Case (ROI Calculator) • Resources Required • Q&A
  17. 17. #ABMIgnite • Accelerate velocity and market share of enterprise and Named Accounts • More precisely and efficiently coordinate sales & marketing efforts focused on key accounts • Align marketing efforts squarely behind sales and revenue targets ABM OBJECTIVES
  18. 18. #ABMIgnite ABM MEASURE OF SUCCESS • XXX Named Accounts won per quarter, fiscal year • XXX Net-new qualified opportunities in Named Accounts created per month / quarter • XXX Key stakeholders in Named Accounts engaged with sales
  19. 19. © 2016 DEMANDBASE # 19 You need a target account list first. Understand where you have challenges Determine where to apply ABM budget Before You Budget For ABM
  20. 20. © 2016 DEMANDBASE # 20 TOP B2B MARKETING BUDGET CATEGORIES FIELD MARKETING Hospitality Events WEBSITE CRM MAS/MAP DMPs Analytics Predictive TECHNOLOGY / INFRASTRUCTURE DEMAND GEN Sponsorships: Events Sponsorships: Content Digital Events: Webinars Advertising SEM Content Syndication/ 3rd party Networks Paid Social Direct Mail CONTENT MARKETING PRODUCT MARKETING PR/ANALYST AGENCY FEES Testing Design
  21. 21. © 2016 DEMANDBASE # 21 WAYS TO BUDGET FOR ABM ABM Budget Directive Determine what areas are ready for ABM  Processes  Technologies  Program/Channels Identify a starting point Prioritize under performing areas first
  22. 22. © 2016 DEMANDBASE # 22 WAYS TO BUDGET FOR ABM Roll up under other initiatives What other initiatives will ABM support?  Website Redesign  Upsell/Retention Goal  Marketing Automation
  23. 23. © 2016 DEMANDBASE # 23 WAYS TO BUDGET FOR ABM Use innovation budget to test Find a test that will make a difference Be sure to measure for a successful test Be cautious and conscious of test time frames
  24. 24. © 2016 DEMANDBASE # 24 WAYS TO BUDGET FOR ABM Partner with departments to fund Sales and Marketing Alignment is a 2-way street Sales needs more than leads, they need target account insights like:  Anonymous buyer activity  Product interest alerts  Stalled deals visibility
  25. 25. © 2016 DEMANDBASE # 25 WAYS TO BUDGET FOR ABM Be honest about what’s working and what’s not Start with your list of budget areas to determine where you can make changes Shift or Re-allocation Budgets
  26. 26. Keys to sales integration • Make sales an early partner & collaborator
  27. 27. Keys to sales integration • Work from common objectives & definitions
  28. 28. Keys to sales integration • Think in terms of macro and micro campaigns
  29. 29. Keys to sales integration • Practice the OODA Loop
  30. 30. Thank you! Matt Heinz President, Heinz Marketing @heinzmarketing