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20 Reasons B2B Loves ABM
The document discusses the adoption and impact of account-based marketing (ABM) among B2B companies, highlighting that 29% of respondents are currently using ABM, with a significant projected increase in future usage. Key benefits of ABM include shorter sales cycles, increased website engagement, and better alignment between sales and marketing teams. The document also emphasizes the importance of evaluating current marketing strategies, starting small with testing, and measuring results for effective ABM implementation.
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20 Reasons B2B Loves ABM
- 1. 20 Reasons B2BLoves 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 B2Bare 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-BasedMarketing?
- 5. Evolution of Account-BasedMarketing 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 3Steps Identify the right accounts Market to those accounts Measure by accounts
- 7. Current ABM AdoptionStatus 29% 26% 21% 24% Not in use Adoption interest Testing ABM Using ABM
- 8. Projected Future ABMUsage 0% 17% 83% 3% 25% 72% Decrease Steady Increase ABM testers ABM users
- 9. ABM Impact onMarketing’s Success 4% 0% 21% 32% 43% I don't know No impact Slight impact Median impact Significant impact
- 10. Revenue Increase fromABM* 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 ofABM 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 byCompany 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 ABMUsage 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 ABMUsage 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 forABM 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 withABM 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 ThinkAbout 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 VPof 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