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Fueling the Account-
Based Marketing FireJulie Schwartz SeniorVice President,Research andThoughtLeadership,ITSMA
ITSMA Survey | April 2016
A B B R E V I A T E D S U M M A R Y
This abbreviated summary highlights some of the most significant findings of ITSMA’s 2017 Account-Based MarketingSM Survey.
A more in-depth analysis can be found in the full report https://www.itsma.com/research/fueling-account-based-marketing-fire/
ITSMA’s Account-Based MarketingSM Survey: Abbreviated Summary | SV4598A © 2016 ITSMA. All rights reserved www.itsma.com 2
86%
Account-Based Marketing is one of the
hottest trends in B2B marketing for a
very simple reason: It works.
78% say that the importance
of ABM has increased
in the last two years
Source: ITSMA Account-Based MarketingSM Survey, March 2016 (N=112)
say that ABM is very important
or important to their
overall marketing strategy
ITSMA’s Account-Based MarketingSM Survey | SV4598 © 2016 ITSMA. All rights reserved www.itsma.com 2
ITSMA’s Account-Based MarketingSM Survey: Abbreviated Summary | SV4598A © 2016 ITSMA. All rights reserved www.itsma.com 3
of companies say
ABM delivers
higher ROI
than for other types
of marketing
Source: ITSMA Account-Based MarketingSM Survey,
March 2016 (N=51)
84%
Although some companies have
been doing ABM for years,for many,
it is still early days
Source: ITSMA Account-Based MarketingSM Survey, March 2016
40
46
54
29
31
20
13
12
14
19
12
11
For how long has your company been doing ___?
% of respondents
Strategic
ABM
(N=48)
ABM Lite
(N=52)
Programmatic
ABM
(N=35)
Less than 1 Year 1 to 2 Years
3 to 5
Years >5 Years
ITSMA’s Account-Based MarketingSM Survey: Abbreviated Summary | SV4598A © 2016 ITSMA. All rights reserved www.itsma.com 4
ITSMA’s new study,Fueling the Account-Based Marketing Fire documents,
the rapid growth of ABM the
development
of the three
approaches
and the challenges of scaling ABM programs
beyond the initial pilot phase
Expected ABM Budget Change in 2016
What are your spending plans in FY2016 for
Account-Based Marketing?
% of respondents (N=94)
Increase
69%Stay
the
same
22%
Decrease
1%
Don't
know 7%
Source: ITSMA Account-Based MarketingSM Survey, March 2016
Approach to Scaling
ABM Programs
What approach are you
taking to scale your ABM
programs?
% of respondents (N=65)
Note: Multiple responses allowed.
77
69
42
20
Developing tools and templates to
facilitate reuse and best practice sharing
Adding technology to automate
and create more leverage
Adding more ABM marketing resources
to cover more accounts
Having existing ABM marketers
cover more accounts
The majority of companies are in the Pilot and Build stages
Looking at the ITSMA Account-
Based MarketingSM Adoption
Model, in which stage would
you place your organization’s
_____ initiative today?
% of respondents
Stage of ABM Adoption
27 27 27
19
39 39
17
6
49
26
17
9
Pilot Build Standardize Scale
Strategic ABM (N=48) ABM Lite (N=52) Programmatic ABM (N=35)
ITSMA’s Account-Based MarketingSM Survey: Abbreviated Summary | SV4598A © 2016 ITSMA. All rights reserved www.itsma.com 5
Step 4.
Scale
Step 3.
Standardize
Moving from Standardize to Scale
The study also provides insight into the key failure points
that companies must overcome in scaling ABM programs
and strategic recommendations to ensure program
growth and success.
Step 1.
Pilot
Step 2.
Build
Moving from Pilot to Build
ITSMA’s Account-Based MarketingSM Survey: Abbreviated Summary | SV4598A © 2016 ITSMA. All rights reserved www.itsma.com 6
Methodology
Source: ITSMA Account-Based MarketingSM Survey, March 2016
Web-Based Survey
Survey invitations were emailed
during March 2016 to ITSMA member
and select non-member companies
112
Primarily marketers at B2B
technology and business services
companies completed the survey
Qualitative Interviews
• Avanade Inc.*
• Cisco Systems, Inc.*
• Cognizant Technology Solutions*
• CSC
• Dell, Inc.*
• Deloitte
• Fujitsu
• Juniper Networks, Inc.*
• KPMG LLP*
• Microsoft Corporation*
• Oracle
• SAP America, Inc.*
* Denotes member of the ITSMA Account-Based MarketingSM Council
ITSMA’s Account-Based MarketingSM Survey: Abbreviated Summary | SV4598A © 2016 ITSMA. All rights reserved www.itsma.com 7
ITSMA Account-Based MarketingSM:
A core definition
Treating individual accounts
as a market in their own right
A structured approach to developing and implementing
highly-customized marketing campaigns to markets of
one,i.e.,accounts,partners,or prospects.
This approach involves marketing and sales taking a close
look at key business issues facing the target,mapping
them to individuals,and tailoring campaigns to address
those issues.
© 2017 ITSMA. All Rights Reserved.
ITSMA’s Account-Based MarketingSM Survey: Abbreviated Summary | SV4598A © 2016 ITSMA. All rights reserved www.itsma.com 8
Sell both
products
and services
44%
Primarily sell services (10% or less
revenue from products)
42%
Primarily sell
products (10%
or less revenue
from services)
14%
Marketing
85%
Corporate executive
team (CEO, President,
COO, CFO) 10%
Sales 4%
Other 2%
Respondent Demographics
Which of the following
best describes your
job title or level?
% of respondents
(N=112)
C-level
13%
VP/
Senior VP
14%
Director
30%
Manager
34%
Individual
contributor
9%
Which of the
following best
describes your
job role?
% of
respondents
(N=112)
Source: ITSMA Account-Based MarketingSM Survey, March 2016
Which of the
following best
describes your
organization’s
industry?
% of respondents
(N=112)
Primarily B2B
(business
to business/
business to
government)
93%
Both B2B
and B2C
7%
Customer Focus:
Which of the following
best describes your
organization?
% of respondents
(N=112)
ITSMA’s Account-Based MarketingSM Survey: Abbreviated Summary | SV4598A © 2016 ITSMA. All rights reserved www.itsma.com 9
Respondent Demographics
Which of the following best describes your organization’s industry?
% of respondents (N=112)
31
16
13
12
11
9
5
5 Other
Outsourcing (technology/business process)
Telecommunications and network systems/solutions
Marketing services/advertising agency
Computer systems and solutions
Other business services
IT professional services/consulting
Software solutions
Where are you
physically located?
% of respondents
(N=112)
North America
60%
Europe
29%
Asia/Pacific 8%
Latin America 2%
Africa 2%
Source: ITSMA Account-Based MarketingSM Survey, March 2016
39
11
4
16
7
23
Less
than
$100M
$100M
up to
$499M
$500M
up to
$999M
$1B
up to
$4.9B
$5B
up to
$9.9B
$10B
or more
What was your company's annual revenue in 2015?
% of respondents (N=112)
ITSMA’s Account-Based MarketingSM Survey: Abbreviated Summary | SV4598A © 2016 ITSMA. All rights reserved www.itsma.com 10
Buy the study
Member: $295
Non-member: $495
Want to learn more?
For more information
Here’s what is included in the full study:
The report is available for no additional fee to current ITSMA
members that responded to this survey and for sale at member
and non-member prices to all others.
http://www.itsma.com/research/fueling-account-based-
marketing-fire/
Slide
Executive Summary 3
Methodology and Respondent Demographics 27
Detailed Findings 35
Strategic ABM 48
ABM Lite 60
Programmatic ABM 72

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ITSMA ABM Survey - Fueling the Account-Based Marketing Fire, Abbreviated Summary

  • 1. Fueling the Account- Based Marketing FireJulie Schwartz SeniorVice President,Research andThoughtLeadership,ITSMA ITSMA Survey | April 2016 A B B R E V I A T E D S U M M A R Y This abbreviated summary highlights some of the most significant findings of ITSMA’s 2017 Account-Based MarketingSM Survey. A more in-depth analysis can be found in the full report https://www.itsma.com/research/fueling-account-based-marketing-fire/
  • 2. ITSMA’s Account-Based MarketingSM Survey: Abbreviated Summary | SV4598A © 2016 ITSMA. All rights reserved www.itsma.com 2 86% Account-Based Marketing is one of the hottest trends in B2B marketing for a very simple reason: It works. 78% say that the importance of ABM has increased in the last two years Source: ITSMA Account-Based MarketingSM Survey, March 2016 (N=112) say that ABM is very important or important to their overall marketing strategy ITSMA’s Account-Based MarketingSM Survey | SV4598 © 2016 ITSMA. All rights reserved www.itsma.com 2
  • 3. ITSMA’s Account-Based MarketingSM Survey: Abbreviated Summary | SV4598A © 2016 ITSMA. All rights reserved www.itsma.com 3 of companies say ABM delivers higher ROI than for other types of marketing Source: ITSMA Account-Based MarketingSM Survey, March 2016 (N=51) 84% Although some companies have been doing ABM for years,for many, it is still early days Source: ITSMA Account-Based MarketingSM Survey, March 2016 40 46 54 29 31 20 13 12 14 19 12 11 For how long has your company been doing ___? % of respondents Strategic ABM (N=48) ABM Lite (N=52) Programmatic ABM (N=35) Less than 1 Year 1 to 2 Years 3 to 5 Years >5 Years
  • 4. ITSMA’s Account-Based MarketingSM Survey: Abbreviated Summary | SV4598A © 2016 ITSMA. All rights reserved www.itsma.com 4 ITSMA’s new study,Fueling the Account-Based Marketing Fire documents, the rapid growth of ABM the development of the three approaches and the challenges of scaling ABM programs beyond the initial pilot phase Expected ABM Budget Change in 2016 What are your spending plans in FY2016 for Account-Based Marketing? % of respondents (N=94) Increase 69%Stay the same 22% Decrease 1% Don't know 7% Source: ITSMA Account-Based MarketingSM Survey, March 2016 Approach to Scaling ABM Programs What approach are you taking to scale your ABM programs? % of respondents (N=65) Note: Multiple responses allowed. 77 69 42 20 Developing tools and templates to facilitate reuse and best practice sharing Adding technology to automate and create more leverage Adding more ABM marketing resources to cover more accounts Having existing ABM marketers cover more accounts The majority of companies are in the Pilot and Build stages Looking at the ITSMA Account- Based MarketingSM Adoption Model, in which stage would you place your organization’s _____ initiative today? % of respondents Stage of ABM Adoption 27 27 27 19 39 39 17 6 49 26 17 9 Pilot Build Standardize Scale Strategic ABM (N=48) ABM Lite (N=52) Programmatic ABM (N=35)
  • 5. ITSMA’s Account-Based MarketingSM Survey: Abbreviated Summary | SV4598A © 2016 ITSMA. All rights reserved www.itsma.com 5 Step 4. Scale Step 3. Standardize Moving from Standardize to Scale The study also provides insight into the key failure points that companies must overcome in scaling ABM programs and strategic recommendations to ensure program growth and success. Step 1. Pilot Step 2. Build Moving from Pilot to Build
  • 6. ITSMA’s Account-Based MarketingSM Survey: Abbreviated Summary | SV4598A © 2016 ITSMA. All rights reserved www.itsma.com 6 Methodology Source: ITSMA Account-Based MarketingSM Survey, March 2016 Web-Based Survey Survey invitations were emailed during March 2016 to ITSMA member and select non-member companies 112 Primarily marketers at B2B technology and business services companies completed the survey Qualitative Interviews • Avanade Inc.* • Cisco Systems, Inc.* • Cognizant Technology Solutions* • CSC • Dell, Inc.* • Deloitte • Fujitsu • Juniper Networks, Inc.* • KPMG LLP* • Microsoft Corporation* • Oracle • SAP America, Inc.* * Denotes member of the ITSMA Account-Based MarketingSM Council
  • 7. ITSMA’s Account-Based MarketingSM Survey: Abbreviated Summary | SV4598A © 2016 ITSMA. All rights reserved www.itsma.com 7 ITSMA Account-Based MarketingSM: A core definition Treating individual accounts as a market in their own right A structured approach to developing and implementing highly-customized marketing campaigns to markets of one,i.e.,accounts,partners,or prospects. This approach involves marketing and sales taking a close look at key business issues facing the target,mapping them to individuals,and tailoring campaigns to address those issues. © 2017 ITSMA. All Rights Reserved.
  • 8. ITSMA’s Account-Based MarketingSM Survey: Abbreviated Summary | SV4598A © 2016 ITSMA. All rights reserved www.itsma.com 8 Sell both products and services 44% Primarily sell services (10% or less revenue from products) 42% Primarily sell products (10% or less revenue from services) 14% Marketing 85% Corporate executive team (CEO, President, COO, CFO) 10% Sales 4% Other 2% Respondent Demographics Which of the following best describes your job title or level? % of respondents (N=112) C-level 13% VP/ Senior VP 14% Director 30% Manager 34% Individual contributor 9% Which of the following best describes your job role? % of respondents (N=112) Source: ITSMA Account-Based MarketingSM Survey, March 2016 Which of the following best describes your organization’s industry? % of respondents (N=112) Primarily B2B (business to business/ business to government) 93% Both B2B and B2C 7% Customer Focus: Which of the following best describes your organization? % of respondents (N=112)
  • 9. ITSMA’s Account-Based MarketingSM Survey: Abbreviated Summary | SV4598A © 2016 ITSMA. All rights reserved www.itsma.com 9 Respondent Demographics Which of the following best describes your organization’s industry? % of respondents (N=112) 31 16 13 12 11 9 5 5 Other Outsourcing (technology/business process) Telecommunications and network systems/solutions Marketing services/advertising agency Computer systems and solutions Other business services IT professional services/consulting Software solutions Where are you physically located? % of respondents (N=112) North America 60% Europe 29% Asia/Pacific 8% Latin America 2% Africa 2% Source: ITSMA Account-Based MarketingSM Survey, March 2016 39 11 4 16 7 23 Less than $100M $100M up to $499M $500M up to $999M $1B up to $4.9B $5B up to $9.9B $10B or more What was your company's annual revenue in 2015? % of respondents (N=112)
  • 10. ITSMA’s Account-Based MarketingSM Survey: Abbreviated Summary | SV4598A © 2016 ITSMA. All rights reserved www.itsma.com 10 Buy the study Member: $295 Non-member: $495 Want to learn more? For more information Here’s what is included in the full study: The report is available for no additional fee to current ITSMA members that responded to this survey and for sale at member and non-member prices to all others. http://www.itsma.com/research/fueling-account-based- marketing-fire/ Slide Executive Summary 3 Methodology and Respondent Demographics 27 Detailed Findings 35 Strategic ABM 48 ABM Lite 60 Programmatic ABM 72