Whether you already adopt an Account-Based Marketing (ABM) framework, are thinking about moving that way or are brave enough to admit you’re not really sure what all the ABM and Account-Based Sales (ABS) fuss is about, one thing’s for certain. As a B2B marketing professional, your success will be measured on your ability to prove the business impact of your efforts. Often, this is quite simply about generating actionable leads for your Sales counterparts, as the result of your brand building and content marketing strategy. So as we head towards the end of 2018, you’ll probably have an eye to planning for next year, so we're sharing the results of a new research project we’ve just launched, providing you with some inspiration and ideas to support your thinking for 2019. During the Summer we asked 200 tech Marketing and Sales decision-makers to share their views about how they work together, the drivers for collaboration and the marketing methods which most influence lead generation. In what we believe is the first B2B research project examining the adoption and impact of both ABM and ABS models, rather than one or other in isolation, the report provides unique and invaluable insight into how to work in partnership with Sales to achieve combined success.

1. Date:
A Perfect Match: ABM and ABS
8 October 2018

3. Headlines
• Social media and email marketing are the most
effective communications methods, say both senior B2B
tech Sales and Marketing decision-makers, in an
independent study, ‘A Perfect Match: ABM and ABS’, commissioned by
Whiteoaks International
• 89% of Marketers and Sales professionals agree that
their company’s marketing activities have a positive
impact on sales and lead generation in the B2B technology
sector

4. Key Findings
• Senior leaders in both sales and marketing roles view social media (65%) and
email marketing (61%) as the two best ways to support sales and marketing
efforts. Case studies and testimonials follow in third place (41%)
• Marketing and Sales functions are more aligned than ever before (87%)
• 81% of Marketing and Sales decision-makers say they’re working within an
ABM-ABS structure
• Only 40% of marketers think it’s working successfully vs 20% of sales professionals
• Both Marketing and Sales decision-makers agree at 89% that their
company’s marketing activities have a positive impact on sales and lead
generation
• They measure this impact predominantly with enquiries through the company
website, social media and at events
• Most companies have a CRM system in place (88%) and over half (59%) use it
for both potential and current client information

5. Viewpoint
“In the B2B technology sector, the alignment and
collaboration between sales and marketing
departments to achieve a shared strategy is becoming
ever more crucial. And with 67%* of the typical B2B
buyer’s journey taking place online, we can now better
prove and understand the importance of social media
and email marketing in supporting the sales
function.”
Suzanne Griffiths
Managing Director at Whiteoaks International
*Source: Global Performance Group

6. Definitions
Account Based Marketing (ABM) refers to a business-to-business (B2B) strategy that aligns
both marketing, and sales resources and strategies, to categorise, build relationships and target
companies or accounts into prioritised groups rather than on an individual leads basis. It helps
an organisation to consider, structure and communicate with individual prospective or existing
clients as groups as well as individuals where needed. An ABM strategy covers multi-touch and
multi-channel which is realised through the whole company to achieve goals based on high-
value, location or sector-specific account.
Account-Based Selling or Sales (ABS) refers to a business to business (B2B) sales model that
categorises, builds relationships and targets companies or accounts into prioritised groups
rather than on an individual leads basis. An ABS strategy covers multi-touch and multi-channel
which is realised through the whole company to achieve goals based on high-value, location or
sector-specific accounts.
ABM and ABS (Account Based Sales or Selling) are both required in order to achieve a
comprehensive Account-Based Experience (ABX), ensuring the business becomes truly
customer-centric in a way that creates better engagement and results for business and its
customers.

7. Methodology and Demographics
Whiteoaks International worked with the leading research firm and founders of the PRCA
Research Best Practice Committee, Vitreous World to produce this research project.
202 interviews were conducted in June 2018 using an online methodology across both senior
marketing and sales decision-makers. Quotas were placed on the marketing and sales sectors
to ensure a 50/50 split.

8. To download the Whiteoaks report ‘A
Perfect Match: ABM and ABS’, visit:
https://whiteoaks.co.uk/a-perfect-
match-abm-and-abs-research-by-
whiteoaks-international/

9. Date:
Whiteoaks International –
The Results-Driven Tech PR Agency

10. Conventional PR
doesn’t work for clients
Paying for hours on a monthly retainer
without commitment to activity and output

11. A Better Way…
Set fees for set
deliverables
Absolute clarity
from the outset in terms
of investment, activity
and outputs
Agreed
performance targets
Commitment to results-
driven, transparent
campaigns ensures we
truly deliver for clients
Formal service level
agreement with
pro-rata fee rebate if
targets missed
Unique approach
guaranteeing true ROI

12. Whiteoaks International
PR agency servicing B2B
organisations globally
Established in 1993
Team of 35+ specialists
Expertise in delivering
PR, content and digital
services
Headquartered
in Hook, Hampshire –
with international network
£3M-£4M
fees annually
Specialism in technology:
Finance
HR
Cloud
Retail
Hospitality
Broadcast
Media & Entertainment
Manufacturing &
Engineering
Marketing Technology
Mobile & Telecoms
Security
Committed to delivering
PR ROI
…deliberately different

13. Our Service Offerings
PR
We develop strategic yet
creative PR campaigns which,
through highly targeted and
persona-driven tactics and
approaches, are guaranteed to
deliver tangible and impactful
results.
Our PR services include:
Corporate, Solutions and
Services, Endorsement,
Thought-leadership, Strategy
and Support services.
Defining and implementing a
digital strategy which
enhances your corporate
communications activity and
aligns to business goals is
essential and achievable.
Powered by Sprout Social, our
digital services incorporate:
strategy, engagement, content
creation, optimisation,
monitoring and evaluation.
Content
High-quality content is central
to the Whiteoaks proposition.
The tailored, relevant and
compelling content we are
proud to create, focuses on
what pre-defined audiences
want to hear, rather than simply
what a company wants to say.
We provide content services for:
PR, Sales and Marketing, Social
and Digital purposes.
…deliberately different
Digital

14. Get in
touch Email
hello@whiteoaks.co.uk
Call
+44 (0)1252 727313
Whiteoaks International,
Form 1, Bartley Wood
Business Park, Bartley Way
Hook, RG27 9XA