20 Reasons B2B Loves ABM
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The last few years have seen a dramatic increase in the awareness of account-based marketing. Wanting to know how this is impacting B2B marketers, Demandbase recently teamed up with Demand Metric to conduct a research study on account-based marketing adoption and usage among B2B marketing companies. This webinar will showcase more than 20 key findings on the latest trends in adoption, readiness, and business impact of ABM. You’ll also walk away with steps you need to take to successfully execute an ABM strategy.
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20 Reasons B2B Loves ABM
- 1. 20 Reasons B2B Loves Account-Based Marketing Phil Hollrah VP of Product Marketing, Demandbase @Philhollrah John Dering Director, Marketing Prorgams, Demandbase @D_Rang
- 2. About the Study § Survey fielded in Q3 2015 § 352 responses; 236 used in the analysis § 78% B2B respondents; 22% mixed B2B/B2C
- 3. B2C and B2B are different TARGET DECISION MAKER SALES BUYING CYCLE BUYING DECISION QUALIFICATIONS COST OF SALE Target accounts Buying Groups Low transaction volume Typically high value Long Months Rational Company attributes High Masses Individual High transaction volume Typically low value Short Impulse - days Emotional Taste, Behaviour, Lifestyle Low B2C B2B
- 4. What is Account-Based Marketing?
- 5. Evolution of Account-Based Marketing 1995- 2005 2005-2012 2012>>> • Limited in scale (25-50 accounts) • Field Mktg centric • Analog in approach • Improved scale • Email centric • Industry focussed • Post hand raise • Reactive • Fully scalable (5000+ accounts) • Full funnel • Multiple targeting options • Pre hand raise • Proactive
- 6. ABM in 3 Steps Identify the right accounts Market to those accounts Measure by accounts
- 7. Current ABM Adoption Status 29% 26% 21% 24% Not in use Adoption interest Testing ABM Using ABM
- 8. Projected Future ABM Usage 0% 17% 83% 3% 25% 72% Decrease Steady Increase ABM testers ABM users
- 9. ABM Impact on Marketing’s Success 4% 0% 21% 32% 43% I don't know No impact Slight impact Median impact Significant impact
- 10. Revenue Increase from ABM* 40% 0% 23% 18% 5% 9% 5% No impact 1 to 9% 10 to 19% 20 to 29% 30 to 39% 40 to 49% 50% or more * ABM in use for 1 year or more
- 11. Key Benefits of ABM 33% 47% 43% 40% 53% 50% 50% 67% 70% 73% 28% 38% 55% 55% 55% 55% 59% 66% 69% 83% Shorter sales cycle Increased page views Increased lift in target accounts visiting website More personalized content experience Increased conversion rates More pipeline opportunities Greater understanding of program performance Better qualified prospects Better sales/marketing alignment Increased engagement w/target accounts ABM users ABM testers
- 12. ABM Adoption by Company Size 12% 22% 41% 23% 19% 13% 33% 33% 23% 32% 26% 23% $24 million or less $25 to $499 million $500 million+ Using Testing Interest Not using
- 13. Length of ABM Usage 65% 42% 41% 23% 48% 42% 12% 10% 17% Small ($24 million or less) Medium ($25 to $499 million) Large ($500 million+) Less than 1 year 1 to 4 years 5 or more years
- 14. Skills/Expertise by ABM Usage 29% 16% 7% 4% 36% 24% 34% 9% 35% 60% 59% 87% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Not using Interested Testing Using Don't know expertise requirement Don't have expertise Have some/ all expertise
- 15. Technology Readiness for ABM 35% 16% 24% 25% 10% 5% 27% 58% Don't know what is needed Don't have it, not investing Don't have it, but investing Have the needed technology Using ABM Not using ABM
- 16. Marketing Approaches with ABM 5% 11% 39% 54% 49% 55% 43% 71% 2% 32% 53% 62% 64% 64% 66% 92% Other approaches Territory planning Micro-campaigns List building Funnel/pipeline review Event planning Sales enablement Regular meeting Using ABM Not using ABM
- 17. What to Think About Next § Evaluate your current situation § Start small, test and learn § Measure your results § Download additional resources § “Account-Based Marketing Adoption” research study § “Account-Based Marketing: Fundamentals Every B2B Marketer Must Know” eBook
- 18. Thank you! Phil Hollrah VP of Product Marketing, Demandbase @Philhollrah John Dering Director, Marketing Programs, Demandbase @D_Rang 23 Feb | Hotel Du Vin, Henley-On-Thames, Reading 24 Feb | Eight Club Moorgate, London Register: Demandbase.com/ABMImpactUK