D a v e R i g o t t i
H e a d o f A B M
M a r k e t o , a n A d o b e C o m p a n y
M a t t S e n a t o r e
S e r v i c e D i r e c t o r , A B M
S i r i u s D e c i s i o n s
ChangeYour ABM Game withTop Tips from
theExperts

2Proprietary and Confidential | © Marketo, Inc.
Meet the Speakers
Dave Rigotti
Head of ABM
Marketo, an Adobe Company
Matt Senatore
Service Director, ABM
SiriusDecisions

3Proprietary and Confidential | © Marketo, Inc.
Housekeeping
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the webinar concludes
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• Questions? Ask them in the Q&A box on your screen and we will try to answer
them at the end of the webinar

Agenda
01
02
03
04
05
The State of ABM – Findings from the latest SiriusDecisions Research
The 5 things you need to get right with ABM
- ABM Strategy, Goals and Alignment
- ABM ProgramPlanning and Execution
- ABM Measurement
- ABM TeamDesign and Skill Development
- ABM Infrastructure
Running ABM in the real world
Additional resources for more information
Questions

Top Tips to Elevate Your ABM Game
Matt Senatore
Service Director, Account-Based Marketing, SiriusDecisions
@MattSenatore

6 © 2019 SiriusDecisions. All Rights Reserved@MattSenatore@SiriusDecisions
ABM: A Look at the Numbers
93%
“ABM is extremely
important or very
important to overall
organization success”
Source: SiriusDecisions Command Center™

7 © 2019 SiriusDecisions. All Rights Reserved@MattSenatore@SiriusDecisions
ABM: A Look at the Numbers
93%
“ABM is extremely
important or very
important to overall
organization success”
“Why is ABM important for
your organization?”
Pipeline Revenue Alignment
Source: SiriusDecisions Command Center™

8 © 2019 SiriusDecisions. All Rights Reserved@MattSenatore@SiriusDecisions
ABM: A Look at the Numbers
Source: SiriusDecisions Command Center™
“ABM is extremely
important or very
important to overall
organization success”
93%
The average
ABM budget is
more than $350,000
> $350K

9 © 2019 SiriusDecisions. All Rights Reserved@MattSenatore@SiriusDecisions
ABM: A Look at the Numbers
70%
”In the next 12 months, your
planned ABM investment
will be greater than or
significantly greater than
last year”
“ABM is extremely
important or very
important to overall
organization success”
93%
Source: SiriusDecisions Command Center™
The average
ABM budget is
more than $350,000
> $350K

10 © 2019 SiriusDecisions. All Rights Reserved@MattSenatore@SiriusDecisions
Strategy and Execution People Tech and Data
Account-Based Marketing: Critical Focus Areas
Establish clear ABM
objectives, scope and
responsibilities ⎼ partnering
with
sales and others.
ABM Strategy, Goals
and Alignment
Plan and execute account-
specific or one-to-multiple
grouped-account
ABM programs.
Create a clear
understanding of roles and
responsibilities for winning
ABM teams, helping nurture
ABM practitioners.
ABM Team Design
and Skill
Development
Utilize, design and
implement the right
technology, insights and
services to enable the
implementation or
optimization of ABM
programs.
Demonstrate success of
ABM programs as well as
overall ABM efforts against
stated strategy and goals.
ABM
Measurement
ABM
Infrastructure
ABM Program
Planning and
Execution

ABM Strategy, Goals and Alignment

12 © 2019 SiriusDecisions. All Rights Reserved@MattSenatore@SiriusDecisions
Activities ABM Teams Have to Deliver
□ Develop ABM strategy
□ Assess ABM readiness
□ Build ABM business case
□ Finalize ABM strategy with sales
□ Align marketing to ABM strategy
□ Develop team roles/resp.
□ Identify segments and ICP
□ Prioritize accounts
□ Finalize ABM charter
□ Align sales to programs
Proprietary and confidential; not to be shared
ABM Strategy, Goals
and Alignment
ABM Team Design
and Skill
Development
ABM
Measurement
ABM
Infrastructure
ABM Program
Planning and
Execution
□ Identify relevant ABM metrics
□ Share reporting requirements
□ Develop/populate dashboards
□ Communicate results
□ Recommend actions
□ Identify sales goals
□ Cluster accounts (where needed)
□ Pinpoint opportunities/ demand
units
□ Develop marketing goals
□ Assess insights/gaps
□ Inventory content/assets
□ Finalize ABM programs
□ Execute programs
□ Monitor progress
□ Iterate ABM programs
□ Design ABM org. structure
□ Develop ABM role profiles
□ Assess ABM competencies
□ Interview and hire
□ Train/upskill team
□ Elevate awareness
□ Define tech/insights requirements
□ Audit ABM tech/data
□ Analyze infrastructure gaps
□ Develop infrastructure roadmap
□ Evaluate vendors (tech/services)
□ Source solutions
□ Activate solutions

SiriusPerspective:
13 © 2019 SiriusDecisions. All Rights Reserved@SiriusDecisions @MattSenatore
There Are Different Ways to Create Demand in B-to-B
The SiriusDecisions Demand Spectrum identifies four go-to-market approaches for
creating demand in b-to-b companies.
Defined
Demand
Focused
Demand
Named/
Industry-ABM
The SiriusDecisions Demand Spectrum
Large-
Account
ABM

SiriusPerspective:
14 © 2019 SiriusDecisions. All Rights Reserved@SiriusDecisions @MattSenatore
Tip 1: Companies Deploy Multiple ABM Approaches - Choose Your Focus
Companies often deploy multiple ABM go-to-market approaches; most pilot one
approach initially and then broaden their scope over time.
54% 60% 56%
Large ABM Named ABM Industry ABM
Source: SiriusDecisions State of ABM 2019
n = 151
% of respondents stating they deploy the following ABM models:

SiriusPerspective:
15 © 2019 SiriusDecisions. All Rights Reserved@SiriusDecisions @MattSenatore
Tip 2: When Building Your ABM Budget, Think Holistically
Almost half of the overall ABM budget is spent on program development and execution
costs, while people, tools and retainer-based agency support make up the rest.
Source: SiriusDecisions State of ABM 2019
n = 119
10%
19%
22%
49%
Programs
People
Tools
Agencies
Overall ABM budget
allocated to the
following:

Proprietary and Confidential | © Marketo, Inc. 16
Aligning on a Common Goal
Goal = Bookings
Compensation= Bookings

Proprietary and Confidential | © Marketo, Inc. 17
Aligning on Accounts

ABM Program Planning and Execution

19 © 2019 SiriusDecisions. All Rights Reserved@MattSenatore@SiriusDecisions
Activities ABM Teams Have to Deliver
□ Develop ABM strategy
□ Assess ABM readiness
□ Build ABM business case
□ Finalize ABM strategy with sales
□ Align marketing to ABM strategy
□ Develop team roles/resp.
□ Identify segments and ICP
□ Prioritize accounts
□ Finalize ABM charter
□ Align sales to programs
Proprietary and confidential; not to be shared
ABM Strategy, Goals
and Alignment
ABM Team Design
and Skill
Development
ABM
Measurement
ABM
Infrastructure
ABM Program
Planning and
Execution
□ Identify relevant ABM metrics
□ Share reporting requirements
□ Develop/populate dashboards
□ Communicate results
□ Recommend actions
□ Identify sales goals
□ Cluster accounts (where needed)
□ Pinpoint opportunities/ demand
units
□ Develop marketing goals
□ Assess insights/gaps
□ Inventory content/assets
□ Finalize ABM programs
□ Execute programs
□ Monitor progress
□ Iterate ABM programs
□ Design ABM org. structure
□ Develop ABM role profiles
□ Assess ABM competencies
□ Interview and hire
□ Train/upskill team
□ Elevate awareness
□ Define tech/insights requirements
□ Audit ABM tech/data
□ Analyze infrastructure gaps
□ Develop infrastructure roadmap
□ Evaluate vendors (tech/services)
□ Source solutions
□ Activate solutions

SiriusPerspective:
20 © 2019 SiriusDecisions. All Rights Reserved@SiriusDecisions @MattSenatore
Tip 3: Develop Omnichannel, Integrated Programs
Almost half the overall budget is spent on program development and execution costs,
with display media, events and content being the top three spend areas.
0% 5% 10% 15% 20% 25% 30%
Other (please specify)
Telemarketing (e.g. teleprospecting, appointment-
setting)
Third-party projects (e.g. agency campaign
orchestration)
Direct (mail, gifts)
Insights (includes research, data acquisition,
profiling)
Content creation and customization
Events (e.g. physical, virtual)
Media spend (e.g. social, account targeted
advertising, retargeting, out of home)Media spend
Events
Content
Insights
Direct
3rd-party projects
Telemarketing
Other
Source: SiriusDecisions State of ABM 2019
n = 119
10%
19%
22%
49%
Programs
People
Tools
Agencies

SiriusPerspective:
21 © 2019 SiriusDecisions. All Rights Reserved@SiriusDecisions @MattSenatore
Tip 4: Evaluate Your Own ABM and Content Effectiveness
Across ABM programs, look at content and how you engage across many closed won
deals to see if there are discernable patterns.
USAGE
EFFECTIVENESS
High Efficacy
High Usage
(Keep Doing)
High Efficacy
Low Usage
(Do More)
Source: SiriusDecisions
High Usage
Limited Efficacy
(Maximize)
Low Usage
Low Efficacy
(Re-Evaluate)

SiriusPerspective:
22 © 2019 SiriusDecisions. All Rights Reserved@SiriusDecisions @MattSenatore
Tip 4: Evaluate Your Own ABM and Content Effectiveness
Different content types were rated by respondents according to their popularity of use
in ABM as well as effectiveness showing some areas of potential over- and under- usage.
USAGE
2
1
2
2 3
4 5
1
5
4
3
2
1
1
EFFECTIVENESS
1. Case study
2. Whitepaper
3. Sales presentation
4. Webinar
5. Video
1. Analyst report
2. Demo
1. Blog post
2. Infographic
3. Static brochure
4. Print collateral
5. Giveaway/gift/3D mailer
1. Interactive content
2. ROI calculator

SiriusPerspective:
23 © 2019 SiriusDecisions. All Rights Reserved@SiriusDecisions @MattSenatore
Tip 4: Evaluate Your Own ABM and Content Effectiveness
Delivery mechanisms were similarly rated, although there is scope to increase
effectiveness of some of these by increasing the level of customization.
1
3
5
7
2
6
11
6
4
2
9
5
3
8
7
4
2
3
4
USAGE
EFFECTIVENESS
1. Executive briefing
2. Seller delivered in-person
3. Company hosted event
4. Industry event
1. Syndicated content
2. Sponsorship
3. Tele-prospecting
4. Direct (physical/mail)
5. Paid search
6. Social selling
7. Account targeted display – online
8. .com web page
9. Email
1. Mobile application
2. Offline advertising: geo-targeted
3. Online chat
4. Target accounts’ internal comms
5. Online community
6. Custom microsite
7. Virtual event

Proprietary and Confidential | © Marketo, Inc. 24
Full-Funnel ABM Approach
Contact Generation Demand Capture Pipeline Acceleration
We acquire new names for our
database, deliver nurture programs,
and accelerate their progression.
Content Syndication
Sponsored Emails
We find existing demand for our
solutions via a combo of intent data and
lower funnel content and campaigns.
Paid Search and Social
Direct Mail
BDR Enablement
Webinar
We will help close more deals by
accelerating pipeline touchpoints that
progress opps, not simply touch them.
Field Marketing
Display Advertising
Direct Mail

Proprietary and Confidential | © Marketo, Inc. 25
Personalized Direct Mail
1 2 3

Proprietary and Confidential | © Marketo, Inc. 26
Onmi-Channel Campaign: Fast CMO
Direct mail, microsite,
digital ads,outbound
calls/emails
25XROI; 80% conversion
rate

Proprietary and Confidential | © Marketo, Inc. 27
Influencing Deals with Digital Media
1M impressions
750 clicks

ABM Measurement

29 © 2019 SiriusDecisions. All Rights Reserved@MattSenatore@SiriusDecisions
Activities ABM Teams Have to Deliver
□ Develop ABM strategy
□ Assess ABM readiness
□ Build ABM business case
□ Finalize ABM strategy with sales
□ Align marketing to ABM strategy
□ Develop team roles/resp.
□ Identify segments and ICP
□ Prioritize accounts
□ Finalize ABM charter
□ Align sales to programs
Proprietary and confidential; not to be shared
ABM Strategy, Goals
and Alignment
ABM Team Design
and Skill
Development
ABM
Measurement
ABM
Infrastructure
ABM Program
Planning and
Execution
□ Identify relevant ABM metrics
□ Share reporting requirements
□ Develop/populate dashboards
□ Communicate results
□ Recommend actions
□ Identify sales goals
□ Cluster accounts (where needed)
□ Pinpoint opportunities/ demand
units
□ Develop marketing goals
□ Assess insights/gaps
□ Inventory content/assets
□ Finalize ABM programs
□ Execute programs
□ Monitor progress
□ Iterate ABM programs
□ Design ABM org. structure
□ Develop ABM role profiles
□ Assess ABM competencies
□ Interview and hire
□ Train/upskill team
□ Elevate awareness
□ Define tech/insights requirements
□ Audit ABM tech/data
□ Analyze infrastructure gaps
□ Develop infrastructure roadmap
□ Evaluate vendors (tech/services)
□ Source solutions
□ Activate solutions

SiriusPerspective:
30 © 2019 SiriusDecisions. All Rights Reserved@SiriusDecisions @MattSenatore
Tip 5: Urgently Focus on Measuring Critical ABM Metrics
Significant numbers of ABM practitioners are not reporting on some of ABM’s key
performance indicators.
ROI
ABM v control
Avg. Deal Size
ABM v control
Win Rate ABM v
control
Engagement
ABM v control
~40-60% of companies are not tracking critical ABM metrics!
Source: SiriusDecision State of ABM 2019 Lower Higher
No impact Don’t know/don’t measure
47%
55% 60%
39%

SiriusPerspective:
31 © 2019 SiriusDecisions. All Rights Reserved@SiriusDecisions @MattSenatore
Because (When Measured) ABM Continues to Produce Strong Results
Those that measured ABM impact reported substantial benefits including higher ROI,
deal size, win rate and account engagement versus a similar non-ABM control group.
Better
Engagement
99%
said account engagement
was higher.
Average lift was 20%
Improved
Win Rate
80%
said win rate was higher for
ABM accounts.
Average lift was 13%
Higher
Deal Size
73%
said average deal size was
higher in ABM accounts.
Average lift was 21%
Improved
ROI
91%
said ABM accounts had
higher ROI than control
group.
Average lift was just
over 10%

SiriusPerspective:
32 © 2019 SiriusDecisions. All Rights Reserved@SiriusDecisions @MattSenatore
Tip 6: Choose Different Metrics For Different Objectives and Audiences
Pick metrics that support your program objectives through the short-, mid- and long-
term; surface these in compelling leadership dashboards.

Proprietary and Confidential | © Marketo, Inc. 33
Tracking Marketing to Revenue
Channels
Content
Campaigns
Companies

ABM Infrastructure

35 © 2019 SiriusDecisions. All Rights Reserved@MattSenatore@SiriusDecisions
Activities ABM Teams Have to Deliver
□ Develop ABM strategy
□ Assess ABM readiness
□ Build ABM business case
□ Finalize ABM strategy with sales
□ Align marketing to ABM strategy
□ Develop team roles/resp.
□ Identify segments and ICP
□ Prioritize accounts
□ Finalize ABM charter
□ Align sales to programs
Proprietary and confidential; not to be shared
ABM Strategy, Goals
and Alignment
ABM Team Design
and Skill
Development
ABM
Measurement
ABM
Infrastructure
ABM Program
Planning and
Execution
□ Identify relevant ABM metrics
□ Share reporting requirements
□ Develop/populate dashboards
□ Communicate results
□ Recommend actions
□ Identify sales goals
□ Cluster accounts (where needed)
□ Pinpoint opportunities/ demand
units
□ Develop marketing goals
□ Assess insights/gaps
□ Inventory content/assets
□ Finalize ABM programs
□ Execute programs
□ Monitor progress
□ Iterate ABM programs
□ Design ABM org. structure
□ Develop ABM role profiles
□ Assess ABM competencies
□ Interview and hire
□ Train/upskill team
□ Elevate awareness
□ Define tech/insights requirements
□ Audit ABM tech/data
□ Analyze infrastructure gaps
□ Develop infrastructure roadmap
□ Evaluate vendors (tech/services)
□ Source solutions
□ Activate solutions

SiriusPerspective:
36 © 2019 SiriusDecisions. All Rights Reserved@SiriusDecisions @MattSenatore
Tip 7: Investigate Extended Technologies to Support ABM
Account-based marketers are increasingly turning to technology to operationalize and
optimize their efforts; these are some of the areas where they plan to spend more in the next 12 months.
66%
50%
29%
47%
41%
31%
Account-based
advertising
Intent
monitoring
Content mgmt/ personalization Web
personalization
Account insights platformPredictive
analytics
Source: SiriusDecisions State of ABM 2019
n = 77
Percentage of respondents planning to increase spend in this category:

SiriusPerspective:
37 © 2019 SiriusDecisions. All Rights Reserved@SiriusDecisions @MattSenatore
Tip 8: Start With ABM Business Requirements
Don’t just follow the crowd; start by assessing business requirements and audit existing
stack against these to understand the gaps and develop a long-term ABM infrastructure roadmap.

ABM Essentials by Marketo

39Proprietary and Confidential | © Marketo, Inc.
Questions?
Matt Senatore
Service Director, ABM
SiriusDecisions
Dave Rigotti
Head of ABM
Marketo, an Adobe Company
AdditionalMarketoResources
• marketo.com/resources
• marketo.com/solutions
AdditionalSiriusDecisionsResources
• siriusdecisions.com/our-offerings/account-based-marketing