According to SiriusDecisions research, 92% of marketers call ABM a B2B must-have and 68% are planning to invest in ABM technologies in the next twelve months. With 2017 right around the corner, do you have a plan on how to budget for ABM? Join WhiteHat Security, Demandbase, and Target Marketing to learn why marketers are prioritizing ABM and how they are budgeting for it in 2017. In this webinar you’ll learn: - Why top marketers are focusing on ABM in 2017 - ABM basics needed to start planning your budget - Different ways marketers are developing ABM budgets - How ABM will impact budgeting decisions

1. November 8, 2016
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#TMGWebinar
A special thank you to:
Be a Marketing Hero in 2017:
Budgeting Strategies for Account-Based Marketing

2. Today’s Speakers
Moderator:
#TMGWebinar
Thorin McGee
Editor in Chief/Content Director
Target Marketing
Avi Bhatnagar
Director, Digital Strategy
WhiteHat Security
John Dering
Director, ABM Technology & Strategy
Demandbase

3. © 2016 DEMANDBASE # 3
Focuses
ON BEST OPPORTUNITIES
Connects
MARKETING TO REVENUE
Supports
SALES REALITY
Delivers
CUSTOMER CENTRIC EXPERIENCE
WHY ACCOUNT BASED MARKETING?
ABM

4. © 2016 DEMANDBASE # 4
More
marketers are
AWARE
of ABM
of B2B companies are
aware of ABM.
75%
of marketers say that
ABM delivers higher ROI
than any other marketing
approach.
84%

5. © 2016 DEMANDBASE # 5
More
marketers are
USING
ABM
of B2B companies
employing ABM plan to
increase their ABM efforts
over the next 12 months.
72%
of B2B companies
employing ABM plan to
invest more in
technology over the next
12 months.
61%

6. © 2016 DEMANDBASE # 6
More
marketers are having
SUCCESS
with ABM
of B2B marketers
employing ABM stated
they are aligned with
sales.
91% of B2B companies said
Account-Based
Marketing has an impact
on marketing’s success.
96%

7. © 2016 DEMANDBASE # 7
Where Does This
Leave Marketers?
See ABM’s value to marketing success
Plans and budgets are not finalized
Fight to build ABM budgets

8. © 2016 DEMANDBASE # 8
TOP B2B MARKETING BUDGET CATEGORIES
FIELD
MARKETING
Hospitality
Events
WEBSITE
CRM
MAS/MAP
DMPs
Analytics
Predictive
TECHNOLOGY /
INFRASTRUCTURE
DEMAND GEN
Sponsorships: Events
Sponsorships: Content
Digital Events: Webinars
Advertising
SEM Content Syndication/
3rd party Networks
Paid Social
Direct Mail
CONTENT MARKETING
PRODUCT
MARKETING
PR/ANALYST
AGENCY FEES
Testing
Design

9. © 2016 DEMANDBASE # 9
You need a target account
list first.
Understand where you
have challenges
Determine where to apply
ABM budget
Before You
Budget For ABM

10. © 2016 DEMANDBASE # 10
Ways to develop
ABM Budgets
Top-down directive is in place
Roll up under other Initiatives
Use innovation budget to test
Partner with other teams to
fund programs
Shift and reallocate budgets
from existing programs

11. © 2016 DEMANDBASE # 11
WAYS TO BUDGET FOR ABM
ABM Budget
Directive
Determine what areas are ready for ABM
 Processes
 Technologies
 Program/Channels
Identify a starting point
Prioritize under performing areas first

12. © 2016 DEMANDBASE # 12
WAYS TO BUDGET FOR ABM
Roll up
under other
initiatives
What other initiatives will ABM support?
 Website Redesign
 Customer Experience Enhancements
 Marketing Automation

13. © 2016 DEMANDBASE # 13
WAYS TO BUDGET FOR ABM
Use
innovation
budget to test
Find a test that will make a difference
Be sure to measure for a successful test
Be cautious and conscious of test
time frames

14. © 2016 DEMANDBASE # 14
WAYS TO BUDGET FOR ABM
Partner with
departments
to fund
Sales and Marketing Alignment is a
2-way street
Sales needs more than leads, they need
target account insights like:
 Anonymous buyer activity
 Product interest alerts
 Stalled deals visibility

15. © 2016 DEMANDBASE # 15
WAYS TO BUDGET FOR ABM
Be honest about what’s working
and what’s not
Start with your list of budget areas
to determine where you can make
changes
Shift or
Re-allocation
Budgets

16. © 2016 DEMANDBASE # 16
WAYS TO BUDGET FOR ABM
Start by ruling out
areas you can’t cut
Shift or
Re-allocation
Budgets
FIELD
MARKETING
Hospitality
Events
WEBSITE CRM
MAS/MAP
DMPs
Analytics
Predictive
TECHNOLOGY /
INFRASTRUCTURE
DEMAND GEN
Sponsorships: Events
Sponsorships: Content
Digital Events: Webinars
Advertising
SEM Content Syndication/
3rd party Networks
Paid Social
Direct Mail
CONTENT
MARKETING
PRODUCT
MARKETING
PR/ANALYST
AGENCY FEES
Testing
Design

17. © 2016 DEMANDBASE # 17
WAYS TO BUDGET FOR ABM
Start by ruling out
areas you can’t cut
Shift or
Re-allocation
Budgets
WEBSITE CONTENT
MARKETING
PRODUCT
MARKETING
PR/ANALYST
AGENCY FEES
Testing
Design
CRM
MAS/MAP
DMPs
Analytics
Predictive
TECHNOLOGY /
INFRASTRUCTURE

18. © 2016 DEMANDBASE # 18
WAYS TO BUDGET FOR ABM
Where can you optimize
your budget to make
room for ABM?
Shift or
Re-allocation
Budgets
FIELD
MARKETING
Hospitality
Events
CRM
MAS/MAP
DMPs
Analytics
Predictive
DEMAND GEN
Sponsorships: Events
Sponsorships: Content
Digital Events: Webinars
Advertising
SEM Content Syndication/
3rd party Networks
Paid Social
Direct Mail

19. © 2016 DEMANDBASE # 19
WAYS TO BUDGET FOR ABM
The easier decisions
Shift or
Re-allocation
Budgets
CRM
MAS/MAP
DMPs
Analytics
Predictive
DEMAND GEN
Sponsorships: Events
Sponsorships: Content
Digital Events: Webinars
Advertising
SEM Content Syndication/
3rd party Networks
Paid Social
Direct Mail

20. © 2016 DEMANDBASE # 20
CONTENT SYNDICATION
ACCOUNT-BASED CONTENT
SYNDICATION
Only Target Account List &
Buyer Titles
$10K / quarter
1000 leads / year (250 / quarter)
8 Opptys / year (2 / quarter)
AFTER ABM METRICS
$40K total spend
$5K Cost per Oppty
TRADITIONAL CONTENT
SYNDICATION
Target Personas on Publisher
Networks
$20K / quarter
2000 leads / year (500 / quarter)
8 Opptys / year (2-3 / quarter)
BEFORE ABM METRICS
$80K total spend
$10K Cost per Oppty
50PERCENT
50PERCENT
Less Spend Increased Efficiency
ACCOUNT-BASED CONTENT SYNDICATION

21. © 2016 DEMANDBASE # 21
WEBINAR SPONSORSHIPS
ACCOUNT-BASED
WEBINARS
Run In-house Against
your Target Account List
4 webinars (hosted in-house)
1200 names / year
20 Opptys / year (5 / webinar)
AFTER ABM METRICS
$20K (webinar platform)
$1000 Cost per Oppty
75PERCENT
200PERCENT
TRADITIONAL WEBINARS
Running Webinars with
External Vendors/Publishers
4 webinars / year @ $20K each
1200 names / year
10 Opptys / year (2-3 / webinar)
BEFORE ABM METRICS
$80K total spend
$10K Cost per Oppty
Less Spend Increased Results
IN-HOUSE WEBINARS
2X

22. © 2016 DEMANDBASE # 22
TRADITIONAL DIGITAL
ADVERTISING
Purchasing Digital Ads from
Publishers or Public Exchanges
$50K / quarter
7MM impressions
BEFORE ABM METRICS
$200K total spend
15% Target Accounts Engaged
DIGITAL ADVERTISING
ACCOUNT-BASED
ADVERTISING
Targeting Ads to Specific
Companies Across all Networks
$30K / quarter
5MM impressions
AFTER ABM METRICS
$120K total spend
25% Target Accounts Engaged
67PERCENT
40PERCENT
More EngagementLess Spend
TARGET ACCOUNTS ENGAGED

23. © 2016 DEMANDBASE # 23
REGIONAL EVENTS (FIELD MARKETING)
ACCOUNT-BASED FIELD
MARKETING
Hosting events in high
priority territories
9 events / year
540 regs / year
45 Opptys / year (5 / event)
AFTER ABM METRICS
$63K total spend
$1400 Cost per Oppty
FIELD MARKETING
Hosting events in every territory
15 events / year @ $7K each
600 regs / year
45 Opptys / year (3 / event)
BEFORE ABM METRICS
$105K total spend
$2333 Cost per Oppty
Less Spend Increased Results
Per Event
FOCUSING ON REGIONS WITH HIGHEST
ACCOUNT CLUSTERS
40PERCENT
60PERCENT

24. © 2016 DEMANDBASE # 24
RE-ALLOCATION REVIEWED
$222K / year
for New ABM
Programs & ABM
Technologies
$465k
FULL BUDGET
CONTENT SYNDICATION
WEBINAR SPONSORSHIPS
DIGITAL ADVERTISING
REGIONAL EVENTS
SAVING BY ABM APPROACH
$243k
FULL BUDGET
Standard B2B
Marketing Spend
ABM Optimized
Spend

25. © 2016 DEMANDBASE # 25
100
9.6
For every 100 MQL
generated before ABM
9.6 deals are closed

26. © 2016 DEMANDBASE # 26
100
26.0
For every 100 MQL
generated before ABM
9.6 deals are closed
After ABM, 26 deals
are closed

27. © 2016 DEMANDBASE # 27
From MQL to Close,
There is 66% Lift
66%

28. © 2016 DEMANDBASE # 28
COST PER OPPORTUNITY (YoY)
14%
25%
31%
* Calculated for
first half of year

29. © 2016 DEMANDBASE # 29
COST OPTIMIZATION vs OUTPUT
0%
20%
40%
60%
80%
100%
0
200
400
600
800
1000
2013 2014 2015 2016
Pipeline Generate Cost Per Opp
Pipeline Count vs Opportunity Cost (Forecasted)
* Calculated for
first half of year
*

30. © 2016 DEMANDBASE # 30
ABM BUDGETING
TAKEAWAYS
You Don’t Need a New Budget
or New Team Members
To Adopt ABM
The process is simpler than it sounds:
• Identify where to start
• Make decisions on how to fund
• Execute tests
• Measure business impact
• Iterate

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