What a difference one year makes in the ABM journey. In this session, Megan Heuer will share results of the new 2016 State of Account-Based Marketing study, showcasing changes and trends in ABM adoption across B2B companies. Find out where the ABM revolution is today, and where it’s heading next.

1. Megan Heuer
Vice President of Research
ABM:
The Revolution Continues

2. © 2016 SiriusDecisions. All Rights Reserved 2
How Much Can Change in B-to-B In One Year? A lot.
ABM in 2015 ABM in 2016

3. © 2016 SiriusDecisions. All Rights Reserved 3
What We’ll Cover Today
• Findings from SiriusDecisions 2016 State of Account-Based
Marketing (ABM) Study
• Insights on the Future of ABM
• Tips for Staying On Course With ABM Deployment
• Questions

4. © 2016 SiriusDecisions. All Rights Reserved 4
What Is ABM?
strategic approach
defined
accounts
relevant valuable
Source: SiriusDecisions

5. © 2016 SiriusDecisions. All Rights Reserved 5
2016 State of Account-Based Marketing: Demographics
200+ b-to-b companies participated in 2016 study
• 60% less than $250 million annual revenue
• 40% $251 million+ / 16% $2.1 Billion+Revenue size
• 60% software
• 28% services (professional, tech or information)Primary industries
• 58% enterprise (1,000+ employees)
• 35% mid-size (101 – 1,000 employees)Target customer size
• 58% direct sales force
• 18% inside salesSales channels

6. SiriusPerspective:
© 2016 SiriusDecisions. All Rights Reserved 6
Types of ABM Deployed in 2016 vs. 2015
There’s no single type of ABM; companies can choose one or more
types based on their target marketers and go-to-market model.
Account-Based Models
Large Account
1:1
Named Account
1:Few/Many
Industry/Segment
1:Few/Many
Customer Lifecycle
Moderate or larger
number of existing
customers that receive
differentiated outreach
Customer Lifecycle
1:Few/Many
one-to-one one-to-few/many
69%82%
22%18%
50%57%
62%75%
20162015

7. © 2016 SiriusDecisions. All Rights Reserved 7
ABM Race Is On: Seven Success Factors For 2016
What do ABM and sailboat racing have in common?
To do them well, both require:
1. Confidence
2. Money
3. Commitment
4. Skills
5. Technology/
Services
6. Strategy
7. Teamwork

8. © 2016 SiriusDecisions. All Rights Reserved 8
Is It Smooth Sailing or Rough Seas Ahead for ABM?

9. © 2016 SiriusDecisions. All Rights Reserved 9
ABM in 2016: The Case For Smooth Sailing Ahead
87%
71%
27%
Companies who said ABM is
“extremely” or “very”
important to overall
marketing efforts in 2016.
Companies investing between
11% and 30% of marketing
budget in ABM
(up from 19% in 2015)
Companies with staff fully or
partially dedicated to ABM
(up from 68% in 2015)
Confidence
Commitment

10. SiriusPerspective:
© 2016 SiriusDecisions. All Rights Reserved 10
Planned Overall ABM Investment – Next 12 Months
Fully 73 percent of b-to-b companies say they’re investing more
money in 2016 compared to their 2015 investment.
20%
52%
21%
$
“About the same”
“Greater than last year”
“SIGNIFICANTLY
greater than last year”
Money

11. © 2016 SiriusDecisions. All Rights Reserved 11
Marketers Are Building ABM Capabilities Fast in 2016
Skills
62% of companies said
their marketers have the
skills they need to be
successful with ABM
+ Up from 53% in 2015

12. © 2016 SiriusDecisions. All Rights Reserved 12
Technology Use For ABM Remains High In 2016
• 80% salesforce automation down from 81%
• 74% marketing automation up from 67%
• 62% account-based advertising up from 54%
• 57% web analytics tools up from 46%
• 52% web optimization/personalization up from 43%
• 37% social media monitoring tools up from 33%
• 27% use predictive analytics tools (no 2015 data)
Marketers
are Using
Technology
to Deliver
and Scale
ABM
2016 2015

13. © 2016 SiriusDecisions. All Rights Reserved 13
More Help Is On The Way: 2016 Technology Investment
58 percent of companies plan to invest in services or technology for ABM in 2016
• 68% Account-based advertising up from 54%
• 35% Marketing automation platform down from 41%
• 31% Sales force automation/CRM down from 32%
• 31% Web analytics tools up from 29%
• 31% Web site personalization down from 37%
• 25% Predictive analytics tools up from 24%
• 20% Customer intelligence mgmt/survey tools up from 17%
• 20% Social media monitoring tools up from 15%
Top
Planned
ABM
Technology
Investments
in 2016
2016 2015

14. © 2016 SiriusDecisions. All Rights Reserved 14
More Help Is On The Way: 2016 Services Investment
58 percent of companies plan to invest in services or technology for ABM in 2016
• 44% Custom third-party account/contact info sources up from 32%
• 37% Agency for ABM support (e.g., content, messaging) up from 23%
• 30% Predictive analytics services (no 2015 data)
• 28% Third-party content development up from 3%
• 24% Third-party teleprospecting (no 2015 data)
• 23% Third-party social media services up from 10%
Top Planned
2016 ABM
Services
Investments

15. © 2016 SiriusDecisions. All Rights Reserved 15
Clear Goals In Place for ABM Success in 2016
Top 3 Goals
Marketers Report for ABM
1. Increased revenue/bookings
2. Increased pipeline
3. Higher quality leads
Strategy
(or part of it, anyway)

16. © 2016 SiriusDecisions. All Rights Reserved 16
ABM in 2016: Signs of Potential For Rough Seas?
• Commitment
Will Companies Continue With
ABM Long Enough to Create
Results and Change Culture?
• Strategy
Does Marketing Consider ABM
The “Shiny New Object” Tactic and
Not As Transformational?
• Teamwork
Has Alignment With Sales
Suffered In the Interest of Fast
Deployment?
?

17. © 2016 SiriusDecisions. All Rights Reserved 17
ABM in 2016: Signs of Potential For Rough Seas?
42%
20%
Companies who have had an
ABM program in place for
less than six months
Same as 2015
Companies who say they
have had a full program in
place for more than a year
Same as 2015
Strategy?
Commitment?
68%
Marketers who say they
work with sales to define
account goals and plans
Down from 73% in 2015
Teamwork?

18. © 2016 SiriusDecisions. All Rights Reserved 18
Teamwork Is Essential And Requires Sales Partnership
Good: Marketing and Sales In
The Race For Growth Together
Not So Good: Marketing Goes It Alone
(And Ends Up In Trouble)

19. © 2016 SiriusDecisions. All Rights Reserved 19
Tight Sales Alignment Lost Ground For ABM In 2016
!
!

20. © 2016 SiriusDecisions. All Rights Reserved 20
Marketing Must Stay Aligned With Sales to Win at ABM
How Does Sales Participate in ABM Efforts?
!

21. © 2016 SiriusDecisions. All Rights Reserved 21
Stay The Course: ABM Results Are Not Easy But Worth It

22. © 2016 SiriusDecisions. All Rights Reserved 22
Best News For ABM in 2016: Evolution of Measurement
% of companies using metric to track ABM
Top 10 ABM Metrics 2016 2015
Feedback on ABM from internal stakeholders 76% 34%
Number of closed deals touched by marketing 66% 61%
Number of leads touched by marketing 61% 42%
Participation in marketing activities from ABM accounts, 61% 25%
Number of new contacts identified for ABM accounts 58% 33%
Response rates to marketing outreach from ABM accounts 57% 48%
Number of leads identified by marketing in ABM accounts 55% (no change)
Online activity from ABM accounts 53% 39%
Events held for account-based efforts 53% (no 2015 data)
Content developed for account-based efforts 53% (no 2015 data)

23. © 2016 SiriusDecisions. All Rights Reserved 23
ABM Programs Continue To Deliver Results In 2016
Feedback from internal stakeholders (e.g. sales, product) 44%
Number of leads touched by marketing in ABM accounts 27%
Number of closed deals touched by marketing in ABM accounts 25%
Account-based marketing plans in place for target accounts 23%
Online activity (e.g., web visits) from ABM accounts 22%
Account planning process in place 20%
Number of new contacts identified for ABM accounts 20%
Account selection process in place 19%
Events held for account-based efforts 18%
Participation in marketing activities from ABM accounts 17%
ABM Metric
Percent of Companies Who
Saw Improvement
Top 10 ABM Metrics Where Companies Reported Improvement in 2016

24. Thank You!
@megheuer
@siriusdecisions www.siriusdecisions.com