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Driving Growth with
Three Types of ABM
HowCompaniesAreLeveragingABMforMaximumBusiness Impact
Julie SchwartzSeniorVice President,Research andThoughtLeadership,ITSMA
Research Report | August 2017
Key Findings from 2017 ABM Benchmark Study
Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 2
Introduction
The recent rise of account-based marketing (ABM) is nothing short of
remarkable.From a special initiative that a handful of B2B pioneers
developed to drive growth with top accounts in the early 2000s, ABM
is now a mainstream strategy that companies are implementing with
hundreds or even thousands of accounts with a wide range of
programs and objectives.
This research report highlights the main reason for such dramatic
growth: ABM works! In fact,as the report shows,a full 87% of
marketers implementing ABM say that it provides higher ROI than any
other type of marketing.Similarly, strong majorities say that ABM
drives improvement in the“Three R’s”of strategic marketing:
Reputation, Relationships, and Revenue.
More generally,the report provides an essential review of the current
state of play with ABM,with data and insight on such issues as budgets
and staffing,account selection,collaboration with sales,tools and
technology,campaign tactics,programmatic challenges,and,of
course,business benefits.
In conducting the research,ITSMA and the ABM Leadership Alliance
also focused on the three distinct types of ABM that have emerged in
recent years: One-to-One, One-to-Few, and One-to-Many. Most
companies are currently engaged in just one of these types,but a
growing number are experimenting with two of them,and many more
plan to move to a blended strategy over the next few years.The
research underscores the key challenges marketers are facing and the
specific ways they are addressing them.
The report is certainly not the last word in ABM; it’s a fast-changing
discipline and practitioners are still just scratching the surface of its full
potential as a business strategy and approach.Please join the
conversation by adding your questions,comments,and experiences to
the mix.We look forward to talking soon!
Julie Schwartz,on behalf of ITSMA and the ABM Leadership Alliance
Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 3
Contents
Slide
Key Takeaways 4
About the Research 5
Detailed Findings 7
Participant Demographics 31
About ITSMA and the ABM Leadership Alliance 32
This report is the property of ITSMA and the ABM Leadership Alliance. No part of
this publication may be reproduced, stored in a retrieval system, or transmitted by
any means, electronic or mechanical, without the prior written permission of
ITSMA Lexington, Massachusetts, USA. This report shall be treated at all times as
a confidential and proprietary document for internal use only.
Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 4
Key Takeaways:
Getting the most from your ABM initiative
Invest in ABM;
it’s worth it!
• Make a long-term
commitment; ABM
results improve with
experience
• Allocate budget even if
that means stopping
other marketing
programs; ABM ROI is
higher when compared
to traditional marketing
Optimize results with a
blended approach
• Understand the role
each type of ABM can
play in supporting key
business objectives:
segment accounts and
initiatives accordingly
• Broaden and deepen
your programs in
lockstep with sales to
ensure coverage and an
integrated approach
Collaborate actively
with sales
• Define program
objectives and
approaches together;
review plans and results
on a regular basis
• Collaborate on account
selection, insight, and
the development of
“plays” (offers) for
target accounts
• Build and implement
integrated campaigns,
not separate or parallel
initiatives
Invest wisely in tools
and technology
• Focus first on core tools
for account insight,
campaign execution,
metrics, and relationship
management
• Focus next on process
improvement to:
• Improve efficiencies
• Ensure adoption and
know-how
• Facilitate marketing
asset reuse
• Leverage new tools to
deepen insight, extend
coverage, increase
automation, and
improve personalization
Balance online and
and offline tactics
• Digital is essential but
most B2B selling still
requires personal
interaction
• Tailor multi-tactic
campaigns based on
account-specific insight
and content
• Leverage digital to
maximize the impact of
offline tactics such as
events
Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 5
About the Research
Web-Based Survey
Survey invitations were emailed during June 2017
to ITSMA member companies and ABM
Leadership Alliance contacts
Primarily marketers at B2B technology and
business services companies completed the survey
Unique companies represented
Qualitative Interviews
• Betterworks
• Deluxe
• Fujitsu*
• HCL
• Juniper Networks,Inc.*
• KPMG LLP*
• Localytics
* Denotes member of the ITSMA Account-Based Marketing Council
159
134
Location
% of respondents
N=159
Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017
66%
21%
10%
3%
1%
North America
Europe
Asia/Pacific
Latin America
Middle East
• NTT DATA Services*
• O2
• Oracle
• SAP*
• Global B2B Information
Services Company
ITSMA and ABM Leadership Alliance
Survey Participants**
**Partial list
Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 6
ABM Definition
Defining account-based marketing is notforthe
faint of heart! As the approach has taken off,so
too have the number of definitions.Even the
sponsors of this research have used different
definitions in the past.
Forthe purpose of this report,and with the hope
of helping marketers rally around a common
definition,we agree on the following:
Account-based marketing (ABM) is a strategic
approachto designing and executing highly-
targeted,personalized marketing programs and
initiativesto drive business growth and impact
with specific,named accounts.
Core principlesforABM include:
• Strategicfocus on improving business
reputation,relationships,and revenue
• Tight partnership and collaborationwith sales
• Tailored and custom programs and initiatives
based on deep client insight
Source: ITSMA
Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 7
DetailedFindings
Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 8
87
B2B marketers are finding
great success with ABM
of companies say
ABM delivers higher ROI
than other types of marketing
(N=55)
Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017
“We recognized that our marketing spend was
inefficient and lead volume wasn't a valuable metric for
us anymore. We knew there had to be a different way, a
better way. That’s when we had the idea to take an
account-based approach. With our first pilot, we
achieved a 36% account-to-meeting conversion rate!”
Lisa Skinner, Vice President, Demand Generation, Localytics
“As opposed to mass marketing, ABM works because it’s
so targeted and strategic. It keeps our sales channels
focused on the end results because we have really long
sales cycles.”
Marketing Director, ABM, Global B2B Information Services Company
“We’ve proven that ABM is a successful part of what we
do in marketing. Without ABM we'd be struggling to
achieve our KPIs. So ABM is kind of a hero.”
Andrea Clatworthy, Head of Account Based and Deal Based Marketing,
EMEIA, Fujitsu
%
Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 9
84% 74% 69%
A majority of marketers report improvement in the
Three R’s of strategic marketing
% reporting improvement from ABM
Revenue
(Annual revenue per
account)
N~49
Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017
Reputation
(Brand perception,
awareness,and
knowledge)
Relationships
(Number of relationships
across accounts)
Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 10
Significantly higher Somewhat higher About the same
ABM is a long-term game; business results improve
with experience
Note: Differences are statistically significant.
Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017
How does ABM return on
investment (ROI)
compare to traditional
marketing initiatives?
% of respondents
New to ABM
(<=2 years
experience)
(N=35)
Experienced
(>2 years
experience)
(N=20)
“ABM contributes directly to building
and nurturing the right customer
relationships and contributes to the
growth of the firm via a larger
pipeline and increased revenue.
The partners see the ABM-er as a
strategic adviser on the account,
contributing to long-term account
growth.”
Julie Johnson, Executive Director,
Markets & Accounts, KPMG
11%66%23%
15%30%55%
Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 11
“We’re expanding ABM to make Oracle more relevant at the very
earliest research stages of the buying cycle,through evaluation,
selection, and purchase and then into recommendation via a
relationship where the customer is happy to co-create a vision of
success.This is laying the foundations for them to become
advocates.An advocate in today’s market is more valuable than a
reference story.”
Michael Avis, Senior Director, Account Based Marketing & Key Accounts,
Oracle EMEA Marketing
The benefits of ABM
extend across all of
marketing,and beyond
%of respondents who agreeand strongly agreewith thestatement(N=72)
Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017
29
32
43
26
Agree Strongly agree
The principles of
ABM are influencing
the way we do all
our marketing today
ABM is playing a
major role in making
our entire company
more customer
centric
72%
58%
“While you may feel that a standard proposition or positioning
statement can carry a message to the account,those days are
over.ABM has made us aware that each client and every
opportunity within the client ecosystem is unique. There has
been a cultural change around that in a big way.”
Abhishek Mendiratta, Sr. Director, Marketing & Demand Generation,
HCL America
“ABM is an integral part of our marketing strategy and is
becoming increasingly important as we leverage new insights to
be more targeted in how we deploy our resources to capitalize
on opportunities.”
Raianne Reiss, Director, Americas Marketing,Juniper
Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 12
ABM success
is driving
demand for
increased
investment
of the marketing budget
dedicated to ABM
of companies will increase
their ABM budget in FY2017
(N=44) (N=68)
Source: ITSMA and ABM Leadership
Alliance Account-Based Marketing
Benchmarking Survey, July 2017
26% 72%
By what percentage
will your ABM budget
increase in FY2017?
% of respondents
(N=39)
Mean = 23.5%
10
3
39
48
<5% 5–9% 10–14% ≥15%
Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 13
Most marketers are planning to extend ABM
program coverage
Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017
Yes
71%
No
14%
Don't
know
15%
In the next 12 months, are
you planning on scaling your
ABM programs to cover
more accounts?
% of respondents
(N=72)
“The business is seeing success with ABM
and the feedback is positive. Leadership
wants to know: How do we scale ABM
effectively? Where can we leverage the
marketing team resources to target more
accounts?”
Amy Craven,Team Lead, Account-Based
Marketing Program Office, North America
Marketing,SAP
Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 14
ABM scale will come largely from tools,technology,
and a blended ABM strategy
What approach are you taking to scale your ABM programs?
% of respondents (N=51)
69
67
61
33
29
Note: Multiple responses allowed.
Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017
Developing tools and templates to facilitate reuse
and best-practice sharing
Adopting a blended approach using more than one type
of ABM to cover more accounts
Adding technology to automate and create more leverage
Adding more marketing resources to cover more accounts
Having existing marketers cover more accounts
Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 15
We’re still early in the adoption of ABM-focused
systems and technology
79
73
70
65
47
47
41
39
37
35
31
16
6
1
1
9
7
16
7
10
7
21
20
21
27
14
4
7
CRM
Digital advertising and retargeting
Marketing automation
Insight (market, account, and stakeholder intelligence)
Social listening
Direct/dimensional mail (to integrate direct mail and digital marketing)
Lead to account matching
Website personalization (to serve relevant content)
Business intelligence/ABM data aggregators (to measure and track results by account)
Contact data/predictive vendors (to find relevant contacts at accounts)
Predictive analytics tools/best fit/intent/propensity to purchase (for account selection)
Orchestration (for intelligent account plans across teams and channels)
Other
None
Use currently Planning to add in next 12-18 months
Note: Multiple responses allowed.
Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017
Which types of technology platforms are you using currently/planning to add to your ABM technology stack
in the next 12 to 18 months? % of respondents (N=71)
Foundational
Technology
Value Added
ABM Technology
Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 16
Marketers are focusing on
core tools for account insight,
campaign execution,metrics,
and relationship management
“We are testing the waters with certain emerging
technologies, but this is an area in which we are pushing our
ABM-ers to experiment more.We’re just scratching the
surface of what marketing technology can do to facilitate and
strengthen relationships with our clients for mutual value.”
Craig Rones, Vice President, Marketing, NTT DATA Services
“We are 100% One-to-One ABM, but we're
starting to think about how we do One-to-Few
and One-to-Many ABM. We're implementing
marketing automation this year,which will enable
us to expand our account coverage via other
forms of ABM.”
Andrea Clatworthy, Head of Account Based and Deal
Based Marketing, EMEIA, Fujitsu
“We’ve built quite a rigorous dashboard and an attribution model. We are
currently doing some pilots to create additional personalized experiences
for our customers, but I would say we are too early to report any results.”
Stephanie Deane, Head of Marketing, ABM and Advocacy, O2 Business
“This year,we have begun a ‘digital first’ strategy in
ABM to transform the way we engage with our
customers, determine how we invest and measure
success, and leverage technologies to help us scale.”
Raianne Reiss, Director, Americas Marketing,Juniper
Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 16
Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 17
42
40
35
28
28
25
22
18
15
14
13
1
6
Developing campaign assets that are mass customizable to allow scale
Personalizing and tailoring our marketing to the key contacts at each account
Educating people (sales and field marketing) on what ABM is and how it is done
Getting adequate budget to support programs and resources
Justifying the program costs/proving ROI
Selecting and implementing technology to enhance and scale the program
Keeping up with the demand from the sales team requesting ABM for their accounts
Getting buy-in from sales account teams
Educating marketers to understand clients’ business imperatives (marketers’ business acumen)
Differentiating ourselves from the competition at the account level
Hiring ABM marketers with the right experience, skills, and talent
Retaining ABM marketers in the ABM program
Other
Common challenges include developing the right assets,
tailoring approaches,and educating the organization
What are the top
three challenges
you face in your
ABM programs?
% of respondents
(N=72)
Note: Up to three responses allowed.
Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017
Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 18
ABM marketers are aggressively addressing their
challenges and making headway
“Content creation, dissemination, and maintenance pose challenges and
opportunities. We have created a mobile app across industry verticals,
and our ABM accounts within them, to provide all collaborators easy
access to our ABM framework and the bespoke content.”
Abhishek Mendiratta, Sr. Director, Marketing & Demand Generation,
HCL America
Educating
people (sales
and field
marketing) on
what ABM is and
how it is done
Developing campaign assets that are mass
customizable to allow scale
Personalizing
and tailoring
our marketing
to the key
contacts at
each account
“Our first line of defense is always to make sure that if someone's already
doing something that we can leverage, we start there first and not build
something new.”
Amy Craven, Team Lead, Account-Based Marketing Program Office,
North America Marketing, SAP
“We have corporate and campaign teams that deliver great content, but
ABM customers are often at the bleeding edge and their content needs
are ahead of a typical campaign timeline. To be relevant, we need content
that helps these customers think about issues in a new way and this
content is often in the heads of our thought leaders. This is why live
events are a popular tool in ABM.”
Raianne Reiss, Director, Americas Marketing, Juniper
“We need to tailor our content so we do a lot of A/B
testing. We see which personas respond to what kind of
content. We measure everything, and then show more of
that type of content to those types of people.”
Masha Finkelstein, Director, Demand Generation, BetterWorks
“ABM marketers work very closely with the campaign
planning, demand generation, and events teams. They
also work closely with the brand teams to create a
unique theme or message for each of our One-to-One
ABM accounts.”
Abhishek Mendiratta, Sr. Director, Marketing & Demand
Generation, HCL America
“You have to raise awareness. One of the things I'm
doing this year is rolling out web-based ABM training for
general marketing and another course for others in the
company. The goal is to get the essence of ABM across to
them so they can start thinking about and adopting
some of the successful techniques.”
Andrea Clatworthy, Head of Account Based and Deal Based
Marketing, EMEIA, Fujitsu
Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 18
Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 19
Three distinct types of ABM have emerged among
B2B marketers
One-to-One
ABM
One-to-Few
ABM
One-to-Many
ABM
Which of the following most closely describes the types of ABM you have implemented?
54%
One-to-One ABM
Marketer works with account team to develop
and implement highly customized programs for
individual accounts
51%
One-to-Few ABM
Marketer works with specific sales teams to
focus on a small group or cluster of accounts
with similar business imperatives
43%
One-to-Many ABM
Marketers use technology to target accounts,
market to individuals within the accounts, and
track results by account
Note: Multiple responses allowed. (N=82)
Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017
Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 20
There are important differences in the three ABM
approaches,but also similarities
One-to-One ABM One-to-Few ABM One-to-Many ABM
Account
Selection
Criteria
• Potential for growth within the account
• Sales teams/account executive receptivity
• The value of the business currently being
done with the account
• Potential for growth within the account
• Vertical market or sub-industry
• Sales teams/account executive receptivity
• The value of the business currently being
done with the account
• Vertical market or sub-industry
• Size of company
Top Areas of
Marketing and
Sales
Collaboration
• Building insight into what is driving the
account
• Deciding which ‘plays’ (offers) to take into
the account
• Developing targeted value propositions
• Building insight into what is driving the
account
• Deciding which ‘plays’ (offers) to take into
the account
• Measuring success
• Designing integrated sales and marketing
programs (campaigns and tactics)
• Deciding which ‘plays’ (offers) to take into
the account
• Developing targeted value propositions
Funding Source Corporate marketing, field marketing, sales Corporate marketing, field marketing Corporate marketing
Top Marketing
Tactics
• Account-specific (bespoke) thought
leadership
• Innovation days
• Executive engagement plans
• One-on-one, face-to-face meetings
• Email marketing
• Account-specific (bespoke) thought
leadership
• Roadshows/events
• Email marketing
• Reverse IP/targeted digital
ads/content/retargeting
• Roadshows/events
Top 5 Metrics • Pipeline growth
• Revenue growth
• Sales feedback/satisfaction
• Total revenue tied directly to ABM initiatives
• Return on the ABM account investment
• Pipeline growth
• Revenue growth
• Engagement
• Win rate/number of deals closed
• Return on the ABM account investment
• Pipeline growth
• Win rate/number of deals closed
• Return on the ABM account investment
• Total revenue tied directly to One-to-Many
ABM initiatives
• Engagement
Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017
Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 21
Approaches to account selection vary by type of
ABM and across companies
One-to-One ABM One-to-Few ABM One-to-Many ABM
“It’s important to prioritize which
accounts to spend the most time and
energy on. We look at two main things:
• Transformation potential—we use
intent data in combination with
account team insight
• Account Team relationship—our
ability to execute successfully with the
account team”
Michael Avis, Senior Director,
Account Based Marketing & Key Accounts,
Oracle EMEA Marketing
“The selection criteria changes as we
learn and get more experience, but it's
based on what we know works:
• How the account perceives us
• Relevance of our offers to the account
(e.g., are they an early adopter of
technology?)
• Geographic location of the decision-
making hierarchy (e.g., within the UK)”
Stephanie Deane, Head of Marketing,
ABM and Advocacy, O2 Business
“The initial target account list came directly
from sales. Now we are adding signal intent.
We'll use artificial intelligence (AI) to see:
• Who the people are and what they are
doing on the web, such as keyword search
and the articles that they're browsing
• Who is researching right now
• Account demographics: which accounts
and people who resemble our current
customers”
Masha Finkelstein, Director, Demand Generation,
BetterWorks
Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017
Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 22
Collaborating with sales is essential to success for
all three types of ABM
“With One-to-One ABM, the marketers are members of the
account team.We're on the calls. It often takes time to first
earn that trust with sales to get us to the point where we're
talking with customers.”
Amy Craven, Team Lead, Account-Based Marketing Program Office,
North America Marketing, SAP
“When we first started One-to-Many ABM, it was definitely a
marketing initiative.When we moved to round two, we selected
accounts with sales. Now for any marketing programs or money
spent,we are totally in lock-step with the sales organization.”
Lisa Skinner, Vice President, Demand Generation, Localytics
“In the historic model, even though we thought we worked
closely with sales,it was a hand-off. We sent them leads from
Salesforce and wished them luck.With ABM, we work hand-in-
hand at all stages of the buying process.”
Edwin Van Riessen, Director, Demand Generation, Deluxe Corporation
“Our salespeople really like having the support. I think many
times salespeople feel like they go to marketing and they're just
told,‘No, no, no.’ That’s all changed with ABM. Now sales says,
‘You guys are the only group that says yes.’”
Marketing Director, ABM, Global B2B Information Services Company
“For the One-to-One ABM, marketing carries the head count
and the program spend sits within the account P&Ls.This helps
us align our investments and focus our efforts where they can
drive the greatest impact.And it ensures that everyone has skin
in the game,which makes for a much tighter, stronger,and
more cohesive approach to our clients, moving beyond just
collaboration into true partnership across marketing and sales.”
Craig Rones, Vice President, Marketing, NTT DATA Services
“ABM is 100% funded by marketing. This is something that I am
working on because marketing only has so much budget.The
business appetite is huge and they want to grow the program.
Also,to be a truly equal partnership between sales and
marketing,it needs to be co-funded.”
Stephanie Deane, Head of Marketing, ABM and Advocacy, O2 Business
Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017
Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 23
The top marketing tactics for ABM
are a mix of online and offline programs
One-to-One
ABM
•Account-specific (bespoke)
thought leadership
•Innovation days
•Executive engagement plans
•One-on-one, face-to-face
meetings
One-to-Few
ABM
One-to-Many
ABM
•Email marketing
•Account-specific (bespoke)
thought leadership
•Roadshows/events
•Email marketing
•Reverse IP/targeted digital ads/
content/retargeting
•Roadshows/events
Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017
Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 24
The most common ABM
marketing metrics are
pipeline growth,revenue,
return on the ABM account
investment,and
engagement
“As we've evolved, we've become much crisper in how we track and measure
the impact and effectiveness of ABM through three primary, objective
metrics:
• Revenue growth
• Pipeline creation and acceleration
• Contract signings”
Craig Rones, Vice President, Marketing, NTT DATA Services
“Essentially,it's the number of C-level meetings and pipeline generated according to our attribution
model. These are our ultimate objectives.”
Stephanie Deane, Head of Marketing, ABM and Advocacy, O2 Business
“We will conduct an end-of-year assessment of how many deals closed at
the companies in the program, new revenue, and ABM ROI.
• One-to-One ABM: We generally have several tactics in motion
throughout the sales cycle so we can more accurately attribute success of
the deal to ABM
• One-to-Few ABM: We typically deploy fewer, broader tactics that help
move the needle, but are harder to track back to ABM. We may focus on
opening a new door or helping build a relationship. We still track new
revenue and ROI, but the ties seem a bit looser
For all kinds of ABM, we do a quarterly survey of our sales channel to gauge
their satisfaction.”
Marketing Director, ABM, Global B2B Information Services Company
Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017
“In the early stages after we launched account-based marketing, people
would ask us,‘How's it going?’ We needed something that showed early
traction. We couldn’t wait until the sales accepted leads turned into
revenue. That is why we created the engagement score—lead scores in
Marketo rolled up at the account level.”
Edwin Van Riessen, Director, Demand Generation, Deluxe Corporation
Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 25
Many companies are on the path
toward a blended ABM strategy
Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017
“The initial mandate was to build an
account-based marketing plan that
would help generate more
partnership-level reference accounts.
Because we had such great results
they asked us to bump the program
up from 8 accounts to 110. The way to
do that was to create the next tier on a
sector- rather than an account-level.
80% is consistent across the sector
with only 20% customized.”
Stephanie Deane, Head of Marketing,
ABM and Advocacy, O2 Business
“We started with a list of the Fortune
1000 accounts.The goal was to identify
accounts that are more likely to convert
and become our customers using AI and
predictive analytics.
Right now we only do one-to-one
marketing on request.Sales will come to
us and ask if we can do something to help
move a prospect along.We suggest ideas
and execute.”
Masha Finkelstein, Director, Demand Generation,
BetterWorks
“Like many companies,we segment
our market and have a classic pyramid
with key accounts at the top and the
volume-market towards the bottom.
We’re getting smarter as an
organization on using appropriate
forms of ABM on that pyramid.ABM
can manifest itself in different ways,
according to which customers you’re
trying to reach.”
Michael Avis, Senior Director,
Account Based Marketing & Key Accounts,
Oracle EMEA Marketing
Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 26
With a blended approach, marketers have all their
bases covered
Business Objectives: What is the distribution
of your ABM accounts by primary objective?
% of accounts
28%
49%
84%
72%
51%
16%
One-to-Many
(N=29)
One-to-Few
(N=29)
One-to-One
(N=39)
Penetrate existing
accounts
Develop new
accounts
Scale and Coverage: Median number of accounts in the program
One-to-One ABM One-to-Few ABM One-to-Many ABM
13 50 725
$58,667
(per account)
Mean Program
Spend
$3,723
(per account)
NA
Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017
13%
4%
52%
63%
87%
39%
One-to-Many
(N=16)
One-to-Few
(N=23)
One-to-One
(N=31)
Significantly
higher ROI
Somewhat
higher ROI
Price Points and Return: How does ABM ROI compare to
traditional marketing initiatives?
% of respondents
Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 27
65% One Type Only
23% Two Types
12% All Three Types
Despite the growing trend, most companies have
not yet implemented more than one type of ABM
% of respondents
(N=82)
12%
5%
5%
13%
21%
21%
23%One-to-One ABM only
One-to-Few ABM only
One-to-Many ABM only
One-to-One ABM and One-to-Few ABM
Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017
One-to-One ABM and One-to-Many ABM
One-to-Few ABM and One-to-Many ABM
All three types of ABM
Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 28
High performing ABM marketing organizations
are more likely to follow a blended approach
Note: Differences are statistically significant.
High performing organizations are those that are seeing ABM deliver significantly higher ROI than for other types of marketing
Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017
37%
42%
21%
73%
17%
10%
One Type Only
Two Types
All Three Types
High Performers (N=19)
(Significantly higher ABM ROI)
Average Performers (N=63)
(Somewhat higher, same,
or lower ABM ROI)
% of respondents
Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 29
Recap: How to Get the most from your ABM
initiative
Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017
Invest in ABM;
it’s worth it!
• Make a long-term
commitment; ABM
results improve with
experience
• Allocate budget even if
that means stopping
other marketing
programs; ABM ROI is
higher when compared
to traditional marketing
Optimize results with a
blended approach
• Understand the role
each type of ABM can
play in supporting key
business objectives:
segment accounts and
initiatives accordingly
• Broaden and deepen
your programs in
lockstep with sales to
ensure coverage and an
integrated approach
Collaborate actively
with sales
• Define program
objectives and
approaches together;
review plans and results
on a regular basis
• Collaborate on account
selection, insight, and
the development of
“plays” (offers) for
target accounts
• Build and implement
integrated campaigns,
not separate or parallel
initiatives
Invest wisely in tools
and technology
• Focus first on core tools
for account insight,
campaign execution,
metrics, and relationship
management
• Focus next on process
improvement to:
• Improve efficiencies
• Ensure adoption and
know-how
• Facilitate marketing
asset reuse
• Leverage new tools to
deepen insight, extend
coverage, increase
automation, and
improve personalization
Balance online and
and offline tactics
• Digital is essential but
most B2B selling still
requires personal
interaction
• Tailor multi-tactic
campaigns based on
account-specific insight
and content
• Leverage digital to
maximize the impact of
offline tactics such as
events
Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 30
Final
thought…
Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017
“In my 20 year marketing career, I have found working within an ABM program to
be very rewarding as we are learning directly from our customers how we can
best support their relationship with us.
When we plan our marketing strategy, we're not making decisions in a vacuum or
relying solely on sales insight, we're making decisions with customer insight.”
Amy Craven, Team Lead, Account-Based Marketing Program Office,
North America Marketing, SAP
Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 30
Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 31
52% 48%
Participant Demographics
Which of the following best describes your job
title or level?
C-level
9%
VP/Senior VP
13%
Director
39%
Manager
29%
Individual
contributor
10%
Marketing
88%
Corporate executive
team (CEO, President,
COO, CFO) 9%
Sales 3%
Which of the following best describes your job role? What was your company’s annual revenue in 2016?
41
11
4
16
8
20
Less
than
$100M
$100M
up to
$499M
$500M
up to
$999M
$1B
up to
$4.9B
$5B
up to
$9.9B
$10B
or more
Which of the
following best
describes your
organization’s
industry?
30
20
16
11
9
5
3
3
4 Other
Other technology hardware
systems and solutions*
Outsourcing (technology/
business process)
Healthcare
Telecommunications and
network systems/solutions
Computer systems and
solutions
IT professional
services/consulting
Business services
Software solutions
*Storage, semiconductor
capital equipment, office
equipment, test and
measurement, industrial
automation
% of respondents (N=159) | Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017
Primarily B2B
(business-to-
business/
business-to-
government)
88%
Both
B2B and
B2C
12%
Customer Focus: Which of the following
best describes your organization?
Where are you physically located?
North
America
66%
Europe
21%
Asia/Pacific
10%
Latin America 3%
Middle East 1%
Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 32
About ITSMA and the ABM Leadership Alliance
For more than 20 years,
ITSMA has led the way in
defining,building,and inspiring B2B services
marketing excellence.With a dedicated focus on
services and solutionsfor the connected economy,
we provide our corporate member community
with insight,advice,and hands-on help to
strengthen reputation,increase revenue,and
deepen customer relationships.
ITSMA pioneeredthe concept of account-based
marketing in 2003 to help marketers stop generic
sales pitches and zero in on the essential needs of
their most important clients.
The ABM LeadershipAlliance
unites industry-leading
technologypartners to educate B2B marketers
about how developing and deploying an ABM
strategy can help them close biggerdeals with
target accounts and increase pipeline velocity.
Members include Demandbase,Bizible,Certain,
Engagio,LookBookHQ,Optimizely,Radius,and
Salesforce.
More info
• ITSMA.com
• abmleadershipalliance.com
Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 33
Contact
Julie Schwartz
SeniorVice President
Research and Thought Leadership
ITSMA
jschwartz@itsma.com
+1 407 788 8220
@julieitsma

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ITSMA and ABM Leadership Alliance Leadership Survey: Driving Growth with Three Types of ABM

  • 1. + Driving Growth with Three Types of ABM HowCompaniesAreLeveragingABMforMaximumBusiness Impact Julie SchwartzSeniorVice President,Research andThoughtLeadership,ITSMA Research Report | August 2017 Key Findings from 2017 ABM Benchmark Study
  • 2. Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 2 Introduction The recent rise of account-based marketing (ABM) is nothing short of remarkable.From a special initiative that a handful of B2B pioneers developed to drive growth with top accounts in the early 2000s, ABM is now a mainstream strategy that companies are implementing with hundreds or even thousands of accounts with a wide range of programs and objectives. This research report highlights the main reason for such dramatic growth: ABM works! In fact,as the report shows,a full 87% of marketers implementing ABM say that it provides higher ROI than any other type of marketing.Similarly, strong majorities say that ABM drives improvement in the“Three R’s”of strategic marketing: Reputation, Relationships, and Revenue. More generally,the report provides an essential review of the current state of play with ABM,with data and insight on such issues as budgets and staffing,account selection,collaboration with sales,tools and technology,campaign tactics,programmatic challenges,and,of course,business benefits. In conducting the research,ITSMA and the ABM Leadership Alliance also focused on the three distinct types of ABM that have emerged in recent years: One-to-One, One-to-Few, and One-to-Many. Most companies are currently engaged in just one of these types,but a growing number are experimenting with two of them,and many more plan to move to a blended strategy over the next few years.The research underscores the key challenges marketers are facing and the specific ways they are addressing them. The report is certainly not the last word in ABM; it’s a fast-changing discipline and practitioners are still just scratching the surface of its full potential as a business strategy and approach.Please join the conversation by adding your questions,comments,and experiences to the mix.We look forward to talking soon! Julie Schwartz,on behalf of ITSMA and the ABM Leadership Alliance
  • 3. Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 3 Contents Slide Key Takeaways 4 About the Research 5 Detailed Findings 7 Participant Demographics 31 About ITSMA and the ABM Leadership Alliance 32 This report is the property of ITSMA and the ABM Leadership Alliance. No part of this publication may be reproduced, stored in a retrieval system, or transmitted by any means, electronic or mechanical, without the prior written permission of ITSMA Lexington, Massachusetts, USA. This report shall be treated at all times as a confidential and proprietary document for internal use only.
  • 4. Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 4 Key Takeaways: Getting the most from your ABM initiative Invest in ABM; it’s worth it! • Make a long-term commitment; ABM results improve with experience • Allocate budget even if that means stopping other marketing programs; ABM ROI is higher when compared to traditional marketing Optimize results with a blended approach • Understand the role each type of ABM can play in supporting key business objectives: segment accounts and initiatives accordingly • Broaden and deepen your programs in lockstep with sales to ensure coverage and an integrated approach Collaborate actively with sales • Define program objectives and approaches together; review plans and results on a regular basis • Collaborate on account selection, insight, and the development of “plays” (offers) for target accounts • Build and implement integrated campaigns, not separate or parallel initiatives Invest wisely in tools and technology • Focus first on core tools for account insight, campaign execution, metrics, and relationship management • Focus next on process improvement to: • Improve efficiencies • Ensure adoption and know-how • Facilitate marketing asset reuse • Leverage new tools to deepen insight, extend coverage, increase automation, and improve personalization Balance online and and offline tactics • Digital is essential but most B2B selling still requires personal interaction • Tailor multi-tactic campaigns based on account-specific insight and content • Leverage digital to maximize the impact of offline tactics such as events
  • 5. Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 5 About the Research Web-Based Survey Survey invitations were emailed during June 2017 to ITSMA member companies and ABM Leadership Alliance contacts Primarily marketers at B2B technology and business services companies completed the survey Unique companies represented Qualitative Interviews • Betterworks • Deluxe • Fujitsu* • HCL • Juniper Networks,Inc.* • KPMG LLP* • Localytics * Denotes member of the ITSMA Account-Based Marketing Council 159 134 Location % of respondents N=159 Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017 66% 21% 10% 3% 1% North America Europe Asia/Pacific Latin America Middle East • NTT DATA Services* • O2 • Oracle • SAP* • Global B2B Information Services Company ITSMA and ABM Leadership Alliance Survey Participants** **Partial list
  • 6. Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 6 ABM Definition Defining account-based marketing is notforthe faint of heart! As the approach has taken off,so too have the number of definitions.Even the sponsors of this research have used different definitions in the past. Forthe purpose of this report,and with the hope of helping marketers rally around a common definition,we agree on the following: Account-based marketing (ABM) is a strategic approachto designing and executing highly- targeted,personalized marketing programs and initiativesto drive business growth and impact with specific,named accounts. Core principlesforABM include: • Strategicfocus on improving business reputation,relationships,and revenue • Tight partnership and collaborationwith sales • Tailored and custom programs and initiatives based on deep client insight Source: ITSMA
  • 7. Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 7 DetailedFindings
  • 8. Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 8 87 B2B marketers are finding great success with ABM of companies say ABM delivers higher ROI than other types of marketing (N=55) Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017 “We recognized that our marketing spend was inefficient and lead volume wasn't a valuable metric for us anymore. We knew there had to be a different way, a better way. That’s when we had the idea to take an account-based approach. With our first pilot, we achieved a 36% account-to-meeting conversion rate!” Lisa Skinner, Vice President, Demand Generation, Localytics “As opposed to mass marketing, ABM works because it’s so targeted and strategic. It keeps our sales channels focused on the end results because we have really long sales cycles.” Marketing Director, ABM, Global B2B Information Services Company “We’ve proven that ABM is a successful part of what we do in marketing. Without ABM we'd be struggling to achieve our KPIs. So ABM is kind of a hero.” Andrea Clatworthy, Head of Account Based and Deal Based Marketing, EMEIA, Fujitsu %
  • 9. Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 9 84% 74% 69% A majority of marketers report improvement in the Three R’s of strategic marketing % reporting improvement from ABM Revenue (Annual revenue per account) N~49 Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017 Reputation (Brand perception, awareness,and knowledge) Relationships (Number of relationships across accounts)
  • 10. Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 10 Significantly higher Somewhat higher About the same ABM is a long-term game; business results improve with experience Note: Differences are statistically significant. Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017 How does ABM return on investment (ROI) compare to traditional marketing initiatives? % of respondents New to ABM (<=2 years experience) (N=35) Experienced (>2 years experience) (N=20) “ABM contributes directly to building and nurturing the right customer relationships and contributes to the growth of the firm via a larger pipeline and increased revenue. The partners see the ABM-er as a strategic adviser on the account, contributing to long-term account growth.” Julie Johnson, Executive Director, Markets & Accounts, KPMG 11%66%23% 15%30%55%
  • 11. Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 11 “We’re expanding ABM to make Oracle more relevant at the very earliest research stages of the buying cycle,through evaluation, selection, and purchase and then into recommendation via a relationship where the customer is happy to co-create a vision of success.This is laying the foundations for them to become advocates.An advocate in today’s market is more valuable than a reference story.” Michael Avis, Senior Director, Account Based Marketing & Key Accounts, Oracle EMEA Marketing The benefits of ABM extend across all of marketing,and beyond %of respondents who agreeand strongly agreewith thestatement(N=72) Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017 29 32 43 26 Agree Strongly agree The principles of ABM are influencing the way we do all our marketing today ABM is playing a major role in making our entire company more customer centric 72% 58% “While you may feel that a standard proposition or positioning statement can carry a message to the account,those days are over.ABM has made us aware that each client and every opportunity within the client ecosystem is unique. There has been a cultural change around that in a big way.” Abhishek Mendiratta, Sr. Director, Marketing & Demand Generation, HCL America “ABM is an integral part of our marketing strategy and is becoming increasingly important as we leverage new insights to be more targeted in how we deploy our resources to capitalize on opportunities.” Raianne Reiss, Director, Americas Marketing,Juniper
  • 12. Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 12 ABM success is driving demand for increased investment of the marketing budget dedicated to ABM of companies will increase their ABM budget in FY2017 (N=44) (N=68) Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017 26% 72% By what percentage will your ABM budget increase in FY2017? % of respondents (N=39) Mean = 23.5% 10 3 39 48 <5% 5–9% 10–14% ≥15%
  • 13. Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 13 Most marketers are planning to extend ABM program coverage Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017 Yes 71% No 14% Don't know 15% In the next 12 months, are you planning on scaling your ABM programs to cover more accounts? % of respondents (N=72) “The business is seeing success with ABM and the feedback is positive. Leadership wants to know: How do we scale ABM effectively? Where can we leverage the marketing team resources to target more accounts?” Amy Craven,Team Lead, Account-Based Marketing Program Office, North America Marketing,SAP
  • 14. Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 14 ABM scale will come largely from tools,technology, and a blended ABM strategy What approach are you taking to scale your ABM programs? % of respondents (N=51) 69 67 61 33 29 Note: Multiple responses allowed. Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017 Developing tools and templates to facilitate reuse and best-practice sharing Adopting a blended approach using more than one type of ABM to cover more accounts Adding technology to automate and create more leverage Adding more marketing resources to cover more accounts Having existing marketers cover more accounts
  • 15. Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 15 We’re still early in the adoption of ABM-focused systems and technology 79 73 70 65 47 47 41 39 37 35 31 16 6 1 1 9 7 16 7 10 7 21 20 21 27 14 4 7 CRM Digital advertising and retargeting Marketing automation Insight (market, account, and stakeholder intelligence) Social listening Direct/dimensional mail (to integrate direct mail and digital marketing) Lead to account matching Website personalization (to serve relevant content) Business intelligence/ABM data aggregators (to measure and track results by account) Contact data/predictive vendors (to find relevant contacts at accounts) Predictive analytics tools/best fit/intent/propensity to purchase (for account selection) Orchestration (for intelligent account plans across teams and channels) Other None Use currently Planning to add in next 12-18 months Note: Multiple responses allowed. Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017 Which types of technology platforms are you using currently/planning to add to your ABM technology stack in the next 12 to 18 months? % of respondents (N=71) Foundational Technology Value Added ABM Technology
  • 16. Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 16 Marketers are focusing on core tools for account insight, campaign execution,metrics, and relationship management “We are testing the waters with certain emerging technologies, but this is an area in which we are pushing our ABM-ers to experiment more.We’re just scratching the surface of what marketing technology can do to facilitate and strengthen relationships with our clients for mutual value.” Craig Rones, Vice President, Marketing, NTT DATA Services “We are 100% One-to-One ABM, but we're starting to think about how we do One-to-Few and One-to-Many ABM. We're implementing marketing automation this year,which will enable us to expand our account coverage via other forms of ABM.” Andrea Clatworthy, Head of Account Based and Deal Based Marketing, EMEIA, Fujitsu “We’ve built quite a rigorous dashboard and an attribution model. We are currently doing some pilots to create additional personalized experiences for our customers, but I would say we are too early to report any results.” Stephanie Deane, Head of Marketing, ABM and Advocacy, O2 Business “This year,we have begun a ‘digital first’ strategy in ABM to transform the way we engage with our customers, determine how we invest and measure success, and leverage technologies to help us scale.” Raianne Reiss, Director, Americas Marketing,Juniper Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 16
  • 17. Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 17 42 40 35 28 28 25 22 18 15 14 13 1 6 Developing campaign assets that are mass customizable to allow scale Personalizing and tailoring our marketing to the key contacts at each account Educating people (sales and field marketing) on what ABM is and how it is done Getting adequate budget to support programs and resources Justifying the program costs/proving ROI Selecting and implementing technology to enhance and scale the program Keeping up with the demand from the sales team requesting ABM for their accounts Getting buy-in from sales account teams Educating marketers to understand clients’ business imperatives (marketers’ business acumen) Differentiating ourselves from the competition at the account level Hiring ABM marketers with the right experience, skills, and talent Retaining ABM marketers in the ABM program Other Common challenges include developing the right assets, tailoring approaches,and educating the organization What are the top three challenges you face in your ABM programs? % of respondents (N=72) Note: Up to three responses allowed. Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017
  • 18. Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 18 ABM marketers are aggressively addressing their challenges and making headway “Content creation, dissemination, and maintenance pose challenges and opportunities. We have created a mobile app across industry verticals, and our ABM accounts within them, to provide all collaborators easy access to our ABM framework and the bespoke content.” Abhishek Mendiratta, Sr. Director, Marketing & Demand Generation, HCL America Educating people (sales and field marketing) on what ABM is and how it is done Developing campaign assets that are mass customizable to allow scale Personalizing and tailoring our marketing to the key contacts at each account “Our first line of defense is always to make sure that if someone's already doing something that we can leverage, we start there first and not build something new.” Amy Craven, Team Lead, Account-Based Marketing Program Office, North America Marketing, SAP “We have corporate and campaign teams that deliver great content, but ABM customers are often at the bleeding edge and their content needs are ahead of a typical campaign timeline. To be relevant, we need content that helps these customers think about issues in a new way and this content is often in the heads of our thought leaders. This is why live events are a popular tool in ABM.” Raianne Reiss, Director, Americas Marketing, Juniper “We need to tailor our content so we do a lot of A/B testing. We see which personas respond to what kind of content. We measure everything, and then show more of that type of content to those types of people.” Masha Finkelstein, Director, Demand Generation, BetterWorks “ABM marketers work very closely with the campaign planning, demand generation, and events teams. They also work closely with the brand teams to create a unique theme or message for each of our One-to-One ABM accounts.” Abhishek Mendiratta, Sr. Director, Marketing & Demand Generation, HCL America “You have to raise awareness. One of the things I'm doing this year is rolling out web-based ABM training for general marketing and another course for others in the company. The goal is to get the essence of ABM across to them so they can start thinking about and adopting some of the successful techniques.” Andrea Clatworthy, Head of Account Based and Deal Based Marketing, EMEIA, Fujitsu Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 18
  • 19. Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 19 Three distinct types of ABM have emerged among B2B marketers One-to-One ABM One-to-Few ABM One-to-Many ABM Which of the following most closely describes the types of ABM you have implemented? 54% One-to-One ABM Marketer works with account team to develop and implement highly customized programs for individual accounts 51% One-to-Few ABM Marketer works with specific sales teams to focus on a small group or cluster of accounts with similar business imperatives 43% One-to-Many ABM Marketers use technology to target accounts, market to individuals within the accounts, and track results by account Note: Multiple responses allowed. (N=82) Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017
  • 20. Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 20 There are important differences in the three ABM approaches,but also similarities One-to-One ABM One-to-Few ABM One-to-Many ABM Account Selection Criteria • Potential for growth within the account • Sales teams/account executive receptivity • The value of the business currently being done with the account • Potential for growth within the account • Vertical market or sub-industry • Sales teams/account executive receptivity • The value of the business currently being done with the account • Vertical market or sub-industry • Size of company Top Areas of Marketing and Sales Collaboration • Building insight into what is driving the account • Deciding which ‘plays’ (offers) to take into the account • Developing targeted value propositions • Building insight into what is driving the account • Deciding which ‘plays’ (offers) to take into the account • Measuring success • Designing integrated sales and marketing programs (campaigns and tactics) • Deciding which ‘plays’ (offers) to take into the account • Developing targeted value propositions Funding Source Corporate marketing, field marketing, sales Corporate marketing, field marketing Corporate marketing Top Marketing Tactics • Account-specific (bespoke) thought leadership • Innovation days • Executive engagement plans • One-on-one, face-to-face meetings • Email marketing • Account-specific (bespoke) thought leadership • Roadshows/events • Email marketing • Reverse IP/targeted digital ads/content/retargeting • Roadshows/events Top 5 Metrics • Pipeline growth • Revenue growth • Sales feedback/satisfaction • Total revenue tied directly to ABM initiatives • Return on the ABM account investment • Pipeline growth • Revenue growth • Engagement • Win rate/number of deals closed • Return on the ABM account investment • Pipeline growth • Win rate/number of deals closed • Return on the ABM account investment • Total revenue tied directly to One-to-Many ABM initiatives • Engagement Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017
  • 21. Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 21 Approaches to account selection vary by type of ABM and across companies One-to-One ABM One-to-Few ABM One-to-Many ABM “It’s important to prioritize which accounts to spend the most time and energy on. We look at two main things: • Transformation potential—we use intent data in combination with account team insight • Account Team relationship—our ability to execute successfully with the account team” Michael Avis, Senior Director, Account Based Marketing & Key Accounts, Oracle EMEA Marketing “The selection criteria changes as we learn and get more experience, but it's based on what we know works: • How the account perceives us • Relevance of our offers to the account (e.g., are they an early adopter of technology?) • Geographic location of the decision- making hierarchy (e.g., within the UK)” Stephanie Deane, Head of Marketing, ABM and Advocacy, O2 Business “The initial target account list came directly from sales. Now we are adding signal intent. We'll use artificial intelligence (AI) to see: • Who the people are and what they are doing on the web, such as keyword search and the articles that they're browsing • Who is researching right now • Account demographics: which accounts and people who resemble our current customers” Masha Finkelstein, Director, Demand Generation, BetterWorks Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017
  • 22. Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 22 Collaborating with sales is essential to success for all three types of ABM “With One-to-One ABM, the marketers are members of the account team.We're on the calls. It often takes time to first earn that trust with sales to get us to the point where we're talking with customers.” Amy Craven, Team Lead, Account-Based Marketing Program Office, North America Marketing, SAP “When we first started One-to-Many ABM, it was definitely a marketing initiative.When we moved to round two, we selected accounts with sales. Now for any marketing programs or money spent,we are totally in lock-step with the sales organization.” Lisa Skinner, Vice President, Demand Generation, Localytics “In the historic model, even though we thought we worked closely with sales,it was a hand-off. We sent them leads from Salesforce and wished them luck.With ABM, we work hand-in- hand at all stages of the buying process.” Edwin Van Riessen, Director, Demand Generation, Deluxe Corporation “Our salespeople really like having the support. I think many times salespeople feel like they go to marketing and they're just told,‘No, no, no.’ That’s all changed with ABM. Now sales says, ‘You guys are the only group that says yes.’” Marketing Director, ABM, Global B2B Information Services Company “For the One-to-One ABM, marketing carries the head count and the program spend sits within the account P&Ls.This helps us align our investments and focus our efforts where they can drive the greatest impact.And it ensures that everyone has skin in the game,which makes for a much tighter, stronger,and more cohesive approach to our clients, moving beyond just collaboration into true partnership across marketing and sales.” Craig Rones, Vice President, Marketing, NTT DATA Services “ABM is 100% funded by marketing. This is something that I am working on because marketing only has so much budget.The business appetite is huge and they want to grow the program. Also,to be a truly equal partnership between sales and marketing,it needs to be co-funded.” Stephanie Deane, Head of Marketing, ABM and Advocacy, O2 Business Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017
  • 23. Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 23 The top marketing tactics for ABM are a mix of online and offline programs One-to-One ABM •Account-specific (bespoke) thought leadership •Innovation days •Executive engagement plans •One-on-one, face-to-face meetings One-to-Few ABM One-to-Many ABM •Email marketing •Account-specific (bespoke) thought leadership •Roadshows/events •Email marketing •Reverse IP/targeted digital ads/ content/retargeting •Roadshows/events Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017
  • 24. Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 24 The most common ABM marketing metrics are pipeline growth,revenue, return on the ABM account investment,and engagement “As we've evolved, we've become much crisper in how we track and measure the impact and effectiveness of ABM through three primary, objective metrics: • Revenue growth • Pipeline creation and acceleration • Contract signings” Craig Rones, Vice President, Marketing, NTT DATA Services “Essentially,it's the number of C-level meetings and pipeline generated according to our attribution model. These are our ultimate objectives.” Stephanie Deane, Head of Marketing, ABM and Advocacy, O2 Business “We will conduct an end-of-year assessment of how many deals closed at the companies in the program, new revenue, and ABM ROI. • One-to-One ABM: We generally have several tactics in motion throughout the sales cycle so we can more accurately attribute success of the deal to ABM • One-to-Few ABM: We typically deploy fewer, broader tactics that help move the needle, but are harder to track back to ABM. We may focus on opening a new door or helping build a relationship. We still track new revenue and ROI, but the ties seem a bit looser For all kinds of ABM, we do a quarterly survey of our sales channel to gauge their satisfaction.” Marketing Director, ABM, Global B2B Information Services Company Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017 “In the early stages after we launched account-based marketing, people would ask us,‘How's it going?’ We needed something that showed early traction. We couldn’t wait until the sales accepted leads turned into revenue. That is why we created the engagement score—lead scores in Marketo rolled up at the account level.” Edwin Van Riessen, Director, Demand Generation, Deluxe Corporation
  • 25. Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 25 Many companies are on the path toward a blended ABM strategy Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017 “The initial mandate was to build an account-based marketing plan that would help generate more partnership-level reference accounts. Because we had such great results they asked us to bump the program up from 8 accounts to 110. The way to do that was to create the next tier on a sector- rather than an account-level. 80% is consistent across the sector with only 20% customized.” Stephanie Deane, Head of Marketing, ABM and Advocacy, O2 Business “We started with a list of the Fortune 1000 accounts.The goal was to identify accounts that are more likely to convert and become our customers using AI and predictive analytics. Right now we only do one-to-one marketing on request.Sales will come to us and ask if we can do something to help move a prospect along.We suggest ideas and execute.” Masha Finkelstein, Director, Demand Generation, BetterWorks “Like many companies,we segment our market and have a classic pyramid with key accounts at the top and the volume-market towards the bottom. We’re getting smarter as an organization on using appropriate forms of ABM on that pyramid.ABM can manifest itself in different ways, according to which customers you’re trying to reach.” Michael Avis, Senior Director, Account Based Marketing & Key Accounts, Oracle EMEA Marketing
  • 26. Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 26 With a blended approach, marketers have all their bases covered Business Objectives: What is the distribution of your ABM accounts by primary objective? % of accounts 28% 49% 84% 72% 51% 16% One-to-Many (N=29) One-to-Few (N=29) One-to-One (N=39) Penetrate existing accounts Develop new accounts Scale and Coverage: Median number of accounts in the program One-to-One ABM One-to-Few ABM One-to-Many ABM 13 50 725 $58,667 (per account) Mean Program Spend $3,723 (per account) NA Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017 13% 4% 52% 63% 87% 39% One-to-Many (N=16) One-to-Few (N=23) One-to-One (N=31) Significantly higher ROI Somewhat higher ROI Price Points and Return: How does ABM ROI compare to traditional marketing initiatives? % of respondents
  • 27. Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 27 65% One Type Only 23% Two Types 12% All Three Types Despite the growing trend, most companies have not yet implemented more than one type of ABM % of respondents (N=82) 12% 5% 5% 13% 21% 21% 23%One-to-One ABM only One-to-Few ABM only One-to-Many ABM only One-to-One ABM and One-to-Few ABM Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017 One-to-One ABM and One-to-Many ABM One-to-Few ABM and One-to-Many ABM All three types of ABM
  • 28. Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 28 High performing ABM marketing organizations are more likely to follow a blended approach Note: Differences are statistically significant. High performing organizations are those that are seeing ABM deliver significantly higher ROI than for other types of marketing Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017 37% 42% 21% 73% 17% 10% One Type Only Two Types All Three Types High Performers (N=19) (Significantly higher ABM ROI) Average Performers (N=63) (Somewhat higher, same, or lower ABM ROI) % of respondents
  • 29. Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 29 Recap: How to Get the most from your ABM initiative Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017 Invest in ABM; it’s worth it! • Make a long-term commitment; ABM results improve with experience • Allocate budget even if that means stopping other marketing programs; ABM ROI is higher when compared to traditional marketing Optimize results with a blended approach • Understand the role each type of ABM can play in supporting key business objectives: segment accounts and initiatives accordingly • Broaden and deepen your programs in lockstep with sales to ensure coverage and an integrated approach Collaborate actively with sales • Define program objectives and approaches together; review plans and results on a regular basis • Collaborate on account selection, insight, and the development of “plays” (offers) for target accounts • Build and implement integrated campaigns, not separate or parallel initiatives Invest wisely in tools and technology • Focus first on core tools for account insight, campaign execution, metrics, and relationship management • Focus next on process improvement to: • Improve efficiencies • Ensure adoption and know-how • Facilitate marketing asset reuse • Leverage new tools to deepen insight, extend coverage, increase automation, and improve personalization Balance online and and offline tactics • Digital is essential but most B2B selling still requires personal interaction • Tailor multi-tactic campaigns based on account-specific insight and content • Leverage digital to maximize the impact of offline tactics such as events
  • 30. Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 30 Final thought… Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017 “In my 20 year marketing career, I have found working within an ABM program to be very rewarding as we are learning directly from our customers how we can best support their relationship with us. When we plan our marketing strategy, we're not making decisions in a vacuum or relying solely on sales insight, we're making decisions with customer insight.” Amy Craven, Team Lead, Account-Based Marketing Program Office, North America Marketing, SAP Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 30
  • 31. Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 31 52% 48% Participant Demographics Which of the following best describes your job title or level? C-level 9% VP/Senior VP 13% Director 39% Manager 29% Individual contributor 10% Marketing 88% Corporate executive team (CEO, President, COO, CFO) 9% Sales 3% Which of the following best describes your job role? What was your company’s annual revenue in 2016? 41 11 4 16 8 20 Less than $100M $100M up to $499M $500M up to $999M $1B up to $4.9B $5B up to $9.9B $10B or more Which of the following best describes your organization’s industry? 30 20 16 11 9 5 3 3 4 Other Other technology hardware systems and solutions* Outsourcing (technology/ business process) Healthcare Telecommunications and network systems/solutions Computer systems and solutions IT professional services/consulting Business services Software solutions *Storage, semiconductor capital equipment, office equipment, test and measurement, industrial automation % of respondents (N=159) | Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017 Primarily B2B (business-to- business/ business-to- government) 88% Both B2B and B2C 12% Customer Focus: Which of the following best describes your organization? Where are you physically located? North America 66% Europe 21% Asia/Pacific 10% Latin America 3% Middle East 1%
  • 32. Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 32 About ITSMA and the ABM Leadership Alliance For more than 20 years, ITSMA has led the way in defining,building,and inspiring B2B services marketing excellence.With a dedicated focus on services and solutionsfor the connected economy, we provide our corporate member community with insight,advice,and hands-on help to strengthen reputation,increase revenue,and deepen customer relationships. ITSMA pioneeredthe concept of account-based marketing in 2003 to help marketers stop generic sales pitches and zero in on the essential needs of their most important clients. The ABM LeadershipAlliance unites industry-leading technologypartners to educate B2B marketers about how developing and deploying an ABM strategy can help them close biggerdeals with target accounts and increase pipeline velocity. Members include Demandbase,Bizible,Certain, Engagio,LookBookHQ,Optimizely,Radius,and Salesforce. More info • ITSMA.com • abmleadershipalliance.com
  • 33. Driving Growth with Three Types of ABM | Research Report | SV4603R © 2017 ITSMA and ABM Leadership Alliance. All rights reserved. www.itsma.com 33 Contact Julie Schwartz SeniorVice President Research and Thought Leadership ITSMA jschwartz@itsma.com +1 407 788 8220 @julieitsma