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The Business Case For
Account-Based
Marketing
A Guide to Best Practices for Planning,
Budgeting and Running ABM Display
Pr...
Contents
3Introduction
-What is ABM?
-Why ABM Now?
Planning Your ABM Initiative
-Moving to ABM at Your Company
-Understand...
What is ABM?
3	
  
“Account-based marketing (ABM) is the strategic approach
marketers use to support [sales around] a defi...
Why ABM Now?
4	
  
80% of marketers measuring ROI say that ABM
outperforms other marketing investments
ITSMA
B2B organizat...
“Building a successful ABM practice
requires proper planning, alignment,
communication and a substantive
change in mindset...
Moving to ABM at Your Company
6	
  
:
Define	
  Scope	
  
&	
  	
  
Budget	
  
CMO +
Head of
Sales
Marketing
&
Sales
Sales ...
"Aligning sales and marketing requires a strong focus on
desired 'outcomes' for both new-logo and revenue
growth. ABM enab...
8	
  
This Guide is
Designed to Help
You Plan, Budget,
and Execute Your
ABM Display
Programs
Content:
- Physical and Virtu...
How can you establish a
global ABM budgeting
process?
Build Your Pyramids
Manage Your Bands
Top Accounts
Band (10s)
Growth Accounts
Band (100s)
Wide-Net Accounts
Band (1,000s)
...
Mapping Accounts for ABM Program
Investment: Key Considerations
11	
  
You first step in ABM program planning is mapping
a...
The Global ABM Program
Budgeting (APB) Process
12	
  
Company APB
NAM APB
(North America)
EMEA APB
APAC APB
We recommend t...
Recommended ABM Programs and Budgets by Band
13	
  
Top Accounts:	
  
§  Very Customized, One-to-
One ABM
§  Custom App(...
“Planning is a critical first step in an
effective ABM program.  Setting
budgets and goals gives marketers a
baseline to me...
How do you track ABM
display investment and
measure success?
Tracking ABM Display
Program Investment:
The Kwanzoo APB Model
16	
  
EMEA APB
for a B2B Company
12
Accounts
200
Accounts
...
ABM Display Program Options
17	
  
ABM With IP Targeting
ABM with IP Targeting (also known as ABM Global) allows
you to se...
Measuring ABM Display
Program Success
18	
  
Ad Clicks Website Visits SDR Activity Pipeline Value
ABM	
  Display	
  Succes...
So what kind of ROI can
you expect from different
ABM display budgets?
Explaining the Kwanzoo Model for Measuring
ABM Display ROI
20	
  
ABM Display Programs are used to generate opportunities ...
Proving ABM Display is
Working – $7500 Pilot Budget
Tech
Fee
Media
Fee
Services
Cost Breakdown
Ad Clicks
Website
Visits
Ac...
Real Pipeline Impact for a B2B
Company – $7500 Pilot Budget
22	
  
B2B Company Specs:
Avg SDR Appointments per Month: 8
Av...
"One of the keys to ABM success is
discipline.  Having the will to focus on a
defined set of accounts is hard for many
sal...
ABM Job Title
Targeting – $30,000
Budget
24	
  
With a $30,000 budget for ABM Job Title Targeting you can
target approx. 7...
Real Pipeline Impact for a B2B Company – ABM
Job Title Targeting (JTT)
25	
  
B2B Company Specs:
Avg SDR Appointments per ...
ABM is now possible at scale, as 100s
of millions of data points on B2B
users are easily aggregated in a
unified Data Mana...
ABM IP Targeting (ABM
Global) – $50,000 Budget
27	
  
With a $50,000 budget for ABM Job Title Targeting you can
target 660...
Real Pipeline Impact for a B2B Company – ABM
IP Targeting (ABM Global)
28	
  
B2B Company Specs:
Avg SDR Appointments per ...
Sample Budgets by Accounts Targeted per Program
29	
  
$0	
  
$10,000	
  
$20,000	
  
$30,000	
  
$40,000	
  
$50,000	
  
...
Case Study: Late Stage Software Company $50M - $75M
Global ABM IP Targeting – Net New Prospecting and Customer Upsell
30	
...
Summary
31	
  
Understand How Sales is Organized and Key Sales Metrics
Map Your Accounts into ABM Pyramids and Define Spen...
"Planning up front is crucial. Without aligning your budget allocation to the type of accounts
you're targeting, you will ...
Phone:
Email:
Website:
Twitter:
408-216-7025
info@kwanzoo.com
www.kwanzoo.com
@kwanzoo
About Kwanzoo
We deliver an All-in-...
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A Guide to Best Practices for Planning, Budgeting and Running ABM Display Programs

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Preview Slides: A Business Case for Account-Based Marketing

  1. 1. The Business Case For Account-Based Marketing A Guide to Best Practices for Planning, Budgeting and Running ABM Display Programs
  2. 2. Contents 3Introduction -What is ABM? -Why ABM Now? Planning Your ABM Initiative -Moving to ABM at Your Company -Understanding How Sales and Marketing is Organized -Four Key Investment Areas Kwanzoo’s ABM Program Budgeting Model -Mapping Accounts to ABM Program Investment -Recommended ABM Programs and Budgets by Band -The Global ABM Program Budgeting (APB) Process -Tracking Program Investment Running an ABM Display Program -ABM Display Program Options -Measuring ABM Display Success Sample ABM Display Budgets -Explaining the Kwanzoo Model -$7500 Pilot ABM Budget -$30,000 Budget for ABM Job Title Targeting -$50,000 Budget for ABM IP Targeting -Sample Budgets by Accounts Targeted per Program Case Study Summary 6 9 17 19 30 31
  3. 3. What is ABM? 3   “Account-based marketing (ABM) is the strategic approach marketers use to support [sales around] a defined universe of accounts, including strategic accounts and named accounts.” SiriusDecisions Account-based marketing allows you to reach, engage, and influence key users at your target accounts. ABM better aligns marketing with sales and revenue. Marketing efforts are united with sales goals yielding more opportunities from qualified accounts and qualified leads of higher quality. Analysts and B2B companies are both reporting higher ROI from ABM programs. ABM today is being deployed by many B2B companies using a six step process: 1. Account Strategy & Planning 2. Account and Contact Selection and Coverage 3. Insights That Drive Account-Relevant Messages 4. Account Specific Interactions [Across Online & Offline Channels] 5. Account Focused Plays Across Sales & Marketing 6. Account-Based Analytics & Measurement #ABMDoneRight
  4. 4. Why ABM Now? 4   80% of marketers measuring ROI say that ABM outperforms other marketing investments ITSMA B2B organizations with tightly aligned sales and marketing operations achieved 24% faster three-year revenue growth and 27% faster three-year profit growth SiriusDecisions ABM had higher ROI than other marketing activities, according to 97 percent of marketers in a survey Alterra Group #ABMDoneRight
  5. 5. “Building a successful ABM practice requires proper planning, alignment, communication and a substantive change in mindset.” Matt Senatore , Research Director SiriusDecisions  
  6. 6. Moving to ABM at Your Company 6   : Define  Scope   &     Budget   CMO + Head of Sales Marketing & Sales Sales & Marketing Initiated Management Initiated Launch Program Launch Program There are two scenarios playing out today at B2B companies that lead to an ABM initiative. The first is one where Marketing and Sales make the case for ABM in a middle-and-up approach. Marketing & sales team leaders push for a pilot program that is launched once the budget is approved by the CMO and/or the Head of Sales. The second scenario is driven at trailblazing B2B companies by visionary CMOs and Heads of Sales. ABM here is Management Initiated with quick buy-in from the CEO. Leadership allocates budget and defines scope for the initial ABM program. It is then adopted top-down by Marketing and Sales, who collaborate with the Leadership to set success metrics. #ABMDoneRight
  7. 7. "Aligning sales and marketing requires a strong focus on desired 'outcomes' for both new-logo and revenue growth. ABM enables alignment, making it an important component of strategic demand generation at B2B organizations.” Understanding How Sales and Marketing Are Organized 7   Planning an ABM initiative requires a thorough understanding of your existing sales and marketing resources; their responsibilities, capabilities; and their motivators for driving success. Does your sales team include Named Account Managers who handle large global accounts? How many Account Executives (AEs) and Sales Development Representatives (SDRs) own accounts within each region? How are sales regions organized, within North America (NAM), and globally in EMEA, APAC, LTAM, and ANZ? Yes sales goes after active opportunities. Are you going beyond to help them map out say accounts owned and engaged by each Sales rep every quarter? What resources are available for pre-sales and solutions consulting, sales enablement, and sales operations support? You must then take stock of your current marketing assets. At the corporate level what’s the split in roles across Demand Generation, Marketing Programs & Global Campaigns, Content Marketing, Marketing Operations, and Website & Marketing Analytics? On a regional level, how are you organized in Field Marketing and Sales Enablement? Once you have taken stock of your current Sales and Marketing organization, you can start planning your ABM Initiative….. Adam Needles, CSO, Annuitas #ABMDoneRight
  8. 8. 8   This Guide is Designed to Help You Plan, Budget, and Execute Your ABM Display Programs Content: - Physical and Virtual Events - Short Form Content - Long Form Content - Video - Blog Posts Programs: - Direct Mail - Tele-Prospecting - Display & Retargeting - Content Syndication - Third Party Webinars Infrastructure: - Marketing Automation - CRM - Predictive Analytics - Website Personalization - B2B Attribution Data: - Database Build-Out - Account Data Structures - Contact Data - Behavioral Data - Intent Data Planning Your ABM Initiative: Four Key Investment Areas #ABMDoneRight
  9. 9. How can you establish a global ABM budgeting process?
  10. 10. Build Your Pyramids Manage Your Bands Top Accounts Band (10s) Growth Accounts Band (100s) Wide-Net Accounts Band (1,000s) Introducing the Kwanzoo ABM Program Budgeting (APB) Model  
  11. 11. Mapping Accounts for ABM Program Investment: Key Considerations 11   You first step in ABM program planning is mapping accounts into pyramids and bands. Each of your bands focuses on top accounts, growth accounts, or wide net accounts. The key factors that determine which band you map your account into are: §  Revenue Potential (Pilot Deal, First Year Expansion, Lifetime Value) §  Brand Value (With Acquiring Other New Logos) §  Account Engagement and Pipeline Stage §  Propensity to Buy (30/60/90/180 Days - Is the Timing Right?) §  Customer Net Promoter Score (NPS) - Likely to Grow Their Spend §  ABM Data Quality (Reach and Coverage into Target Account) §  The Level of Personalization & Related Effort Needed Top Growth Wide-Net #ABMDoneRight
  12. 12. The Global ABM Program Budgeting (APB) Process 12   Company APB NAM APB (North America) EMEA APB APAC APB We recommend thinking of ABM planning at a global or regional level, as building and managing ABM pyramids (of accounts) for the entire company or the specific region. Your CMO and Head of Sales“own”the Company APB. Your regional APBs are owned by the respective region’s Marketing and Sales Leaders. #ABMDoneRight
  13. 13. Recommended ABM Programs and Budgets by Band 13   Top Accounts:   §  Very Customized, One-to- One ABM §  Custom App(s) to Engage all Key Account Stakeholders (Company, Customer) §  $7.5K-$10K per account per quarter §  Account Revenue potential; $1Mil+   Growth Accounts:   §  “ABM at Scale” Accounts §  $300-$600 per account per quarter (across programs) §  ABM Display: Budget $75- $100 per account per quarter §  Display Ads + 1:1 SDR Outreach (Email, Phone) to Qualified Accounts §  Account Revenue Potential: $30K+ Wide Net Accounts:   §  “ABM Extended” Accounts §  $150-$300 per account per quarter §  3rd Party Emails, 3rd Party Webinars, Content Syndication (1-2 targeted leads / account), Outsourced Tele-Prospecting §  Account Revenue potential: $10K+ #ABMDoneRight
  14. 14. “Planning is a critical first step in an effective ABM program.  Setting budgets and goals gives marketers a baseline to measure program success” David Raab, Raab Associates
  15. 15. How do you track ABM display investment and measure success?
  16. 16. Tracking ABM Display Program Investment: The Kwanzoo APB Model 16   EMEA APB for a B2B Company 12 Accounts 200 Accounts 1,345 Accounts Unreachable (UN) – 28 (14% ) Programs Pending (PP) – 48 (24%) Under Development (UD) – 32 (16%) Active Programs (AP) – 62 (31%) Converted Accounts (CA) – 30 (15%) Top Accounts Growth Accounts Wide-Net Accounts The Kwanzoo APB Model allows you to keep track of all your accounts in a given band based on their maturity within the program lifecycle – from unreachable through display, to active programs, to converted from marketing to sales opportunities. #ABMDoneRight
  17. 17. ABM Display Program Options 17   ABM With IP Targeting ABM with IP Targeting (also known as ABM Global) allows you to serve ads to employees of your target accounts at a specific city, region, or country. The accounts are mapped to specific business IP address ranges. Ads are targeted to those IPs and shown to the account’s employees as they browse the web. ABM With Job Title Targeting ABM with Job Title Targeting (ABM JTT) allows you to serve ads to specific contacts at target accounts by identifying them using third-party cookies. The cookies are sourced through an onboarding partner such as OMC BlueKai. ABM Social ABM Social allows you to serve Ads to relevant contacts at target accounts identified through their Facebook and Twitter user handles. Using deep learning tech, you can increase B2B match rates on social from 5-15% today to over 35%, maximizing engagement with relevant contacts. Why ABM Display? ABM display is the most efficient way to drive awareness, increase engagement, and create sales opportunities from your growth accounts. With an ABM display program you can engage key stakeholders at your growth accounts using smart banners, in-banner form ads, and more to bring in prospects who have never even visited your website. Your Ad www.any-website.com Your buyer at a target account finds your ad as they browse the web #ABMDoneRight
  18. 18. Measuring ABM Display Program Success 18   Ad Clicks Website Visits SDR Activity Pipeline Value ABM  Display  Success   Control  Accounts   Test  Accounts   Before running an ABM display program you must first identify your control and test accounts. You could setup both control and test as the same accounts to which programs are run over two different time periods (the test accounts receive display ads). Alternately your control accounts can be a separate yet similar set to your test account set, with programs run during an overlapping time frame. Identify Control Accounts Ex: 300 Identify Test Accounts Ex: 300 Run Marketing Programs: Emails, SDR 1:1 Emails, Webinars, Live Events Run ABM Display Programs #ABMDoneRight
  19. 19. So what kind of ROI can you expect from different ABM display budgets?
  20. 20. Explaining the Kwanzoo Model for Measuring ABM Display ROI 20   ABM Display Programs are used to generate opportunities from target accounts. Therefor you need to calculate a baseline opportunity from current SDR activity and measure your display program success in terms of its added opportunity. 8 Avg # of SDR Appointments per Month 50% Appointments that convert to Opportunities $30K Average Deal Size for a B2B Company $120K Baseline Opportunity: $120k x (#SDRs) x (# of Months) A Additional Accounts Engaged through ABM Display B% Engaged Accounts that Convert to Opportunities $30K Average Deal Size for a B2B Company New Opportunities: A x B% x $30K New Opportunities from ABM Display Baseline Opportunity #ABMDoneRight
  21. 21. Proving ABM Display is Working – $7500 Pilot Budget Tech Fee Media Fee Services Cost Breakdown Ad Clicks Website Visits Accounts Engaged Pipeline Impact 200 41 16%500 350 103 41%1250 High High High High Low Low Low Low 21   With a $7500 pilot budget your best option is an ABM Job Title Targeting (cookie-based) program. Plan on reaching approx. 275 accounts with 500,000 ads over 3 months. Measure your ad clicks and website visits based off the Click Through Rates (CTR) of your total ads served. Measure the percentage of website visits that result in unique accounts engaged. Measure the percentage of accounts engaged that result in true pipeline impact, i.e. new opportunities. Based on past programs we have modeled the Low and High ranges for key metrics as follows: Ad Clicks as % of Ads Served (CTR): 0.04% - 0.07% Website Visits as % of Ads Served: 0.1% - 0.25% Average # of Accounts to an SDR: 250 #ABMDoneRight
  22. 22. Real Pipeline Impact for a B2B Company – $7500 Pilot Budget 22   B2B Company Specs: Avg SDR Appointments per Month: 8 Avg Deal Size: $30,000 SDR Close Rate: 25%, 1 SDR Pipeline Impact from $7,500 ABM Pilot Program: 16% - 41% $360,000 Baseline Opportunity per Quarter $61k - $154k New Opportunities per Quarter x 25% closed $15k - $38k Program Value 2X - 5X ROI 41-103 Accts x 5% Opportunities x $30k$120k x 1 SDR x 3 Months #ABMDoneRight
  23. 23. "One of the keys to ABM success is discipline.  Having the will to focus on a defined set of accounts is hard for many sales and marketing teams. The best ABM programs have a laser focus on the named accounts and an unrelenting desire to measure, refine, and improve." Nick Ezzo, VP of Demand Generation Host Analytics
  24. 24. ABM Job Title Targeting – $30,000 Budget 24   With a $30,000 budget for ABM Job Title Targeting you can target approx. 715 Accounts and serve 1,287,000 ads to key influencers and buyers at target accounts. Your pipeline impact is 5X higher with larger budget. Tech Fee Services Cost Breakdown Media/ Data Fee Ad Clicks Website Visits Accounts Engaged Pipeline Impact 514 85 17%1287 900 212 42%3217 High High High High Low Low Low Low #ABMDoneRight
  25. 25. Real Pipeline Impact for a B2B Company – ABM Job Title Targeting (JTT) 25   B2B Company Specs: Avg SDR Appointments per Month: 8 Avg Deal Size: $30,000 SDR Close Rate: 25%, 2 SDRs Pipeline Impact from $30k ABM JTT Program: 17% - 42% $720,000 Baseline Opportunity per Quarter $318k - $795k New Opportunities per Quarter x 25% closed $79k - $198k Program Value 2.6X – 6.6X ROI 85-212 Accts x 12.5% Opportunities x $30k$120k x 2 SDRs x 3 Months #ABMDoneRight
  26. 26. ABM is now possible at scale, as 100s of millions of data points on B2B users are easily aggregated in a unified Data Management Platform (DMP). Niraj Deo, Senior Product Executive OMC | BlueKai  
  27. 27. ABM IP Targeting (ABM Global) – $50,000 Budget 27   With a $50,000 budget for ABM Job Title Targeting you can target 660 Accounts and serve 3,520,800 ads. Although you are targeting less accounts than you would with JTT, your reach is greater because the significant increase in Ads served. Tech Fee Services Cost Breakdown Media/Data Fee Ad Clicks Website Visits Accounts Engaged Pipeline Impact 1408 145 19%3520 2464 363 48%8802 High High High High Low Low Low Low #ABMDoneRight
  28. 28. Real Pipeline Impact for a B2B Company – ABM IP Targeting (ABM Global) 28   B2B Company Specs: Avg SDR Appointments per Month: 8 Avg Deal Size: $30,000 SDR Close Rate: 25%, 3 SDRs Pipeline Impact from $50k ABM IP Program: 19% - 48% $1,080,000 Baseline Opportunity per Quarter $409k - $1089K New Opportunities per Quarter x 25% closed $108k - $272k Program Value 2X – 5.4X ROI 145-363 Accts x 10% Opportunities x $30k$120k x 3 SDRs x 3 Months #ABMDoneRight
  29. 29. Sample Budgets by Accounts Targeted per Program 29   $0   $10,000   $20,000   $30,000   $40,000   $50,000   $60,000   $70,000   500   1000   1500   2000   2500   Total  Budget   Media  Fees   Tech  Fees   Service  Fees   Job Title Targeting Budget Number of Accounts $5,000 $35,000 $65,000 $95,000 $125,000 $155,000 500 1000 1500 2000 2500 Total Budget Media Fees Tech Fees Service Fees IP Targeting Budget Number of Accounts More Precision, Less Reach More Reach, Less Precision #ABMDoneRight
  30. 30. Case Study: Late Stage Software Company $50M - $75M Global ABM IP Targeting – Net New Prospecting and Customer Upsell 30   12,000+ Global Growth Accounts North America (NAM), EMEA, and APAC NAM: 9000+ 900+ Active with ABM IP EMEA: 2000+ 700+ Active with ABM IP APAC:  1000+     200+  AcGve   with  ABM  IP   1000+ NAM Customers Prospecting 100+ Accts in ABM IP Upsell North America (NAM) APB - Growth Band Total Accounts: 8901 Unreachable (UN) – 161 (1.8%) Programs Pending (PP) – 7540 (84.7%) Under Development (UD) – 200 (2.2%) Active Programs (AP) – 988 (11.1%) Converted Accounts (CA) – 12 (0.2%) #ABMDoneRight
  31. 31. Summary 31   Understand How Sales is Organized and Key Sales Metrics Map Your Accounts into ABM Pyramids and Define Spend Prioritize ABM Display Programs Towards Your Growth Accounts Implement the Kwanzoo APB Model to Track Accounts Until They Convert to Opportunities Develop a Clear Process for Measuring ABM Display Success Start With Pilot Budgets and Scale Over Time The Kwanzoo APB Model with Pyramids and Bands Makes It Simple to Build and Manage Global ABM Display Programs Top Growth Wide-Net #ABMDoneRight
  32. 32. "Planning up front is crucial. Without aligning your budget allocation to the type of accounts you're targeting, you will not see the kind of ROI you would expect from ABM.” Nick Herinckx, CEO, Obility “Predictive intelligence is enabling B2B marketers to go beyond gut instinct to a systematic focus on the right target accounts. Our customers are combining predictive data with ABM display programs to achieve ABM at scale with proven ROI.” Amanda Kahlow, CEO, 6sense "For true sales alignment, account-based marketing needs to have a methodical approach to budgeting and revenue measurement to really understand how it's performing and have confidence in the future.” Dave Rigotti, Head of Marketing, Bizible What ABM Leaders Are Saying…
  33. 33. Phone: Email: Website: Twitter: 408-216-7025 info@kwanzoo.com www.kwanzoo.com @kwanzoo About Kwanzoo We deliver an All-in-One platform for account-based marketing (ABM), B2B retargeting, and personalized display programs. Using Kwanzoo, enterprise marketers reach and engage target accounts and relevant contacts, and deliver highly personalized ads that accelerate the pipeline. Kwanzoo delivers the best ABM global account coverage available today, with open media and data access to all major real-time bidding (RTB) systems, demand-side (DSP) and data management (DMP) platforms and ad exchanges. We provide full transparency on media and data spend, with best practices that ensures ABM program success and high ROI.

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