This document provides a summary of key considerations for an account-based marketing (ABM) strategy in 2019. It discusses choosing the right type of ABM approach, assembling an ABM team, aligning objectives across departments, measuring success, creating and maintaining a target account list, establishing a budget, and using technology to support the strategy. The presentation provides guidance on each of these areas, including how to blend one-to-one, one-to-few, and one-to-many ABM approaches based on account needs and objectives. It emphasizes aligning activities across the buyer journey and communicating impact through both leading and lagging metrics.

1. SEVEN KEY CONSIDERATIONS FOR
YOUR 2019 ABM STRATEGY
Tenessa Lochner
Senior Manager, ABM Education & Training, Demandbase
Jessica Fewless
VP, ABM Strategy, Channel & Field Marketing, Demandbase

2. © 2018 DEMANDBASE SLIDE 2
TODAY’S PRESENTERS
TENESSA LOCHNER
Senior Manager, ABM Education and Training
Demandbase
JESSICA FEWLESS
VP, ABM Strategy, Field and Channel Marketing
Demandbase

3. AGENDA
§ Choose the right kind of ABM
§ Assemble your team
§ Align around ABM
§ Measure your progress and success
§ Create and maintain your Target Account List
§ Establish budget
§ Technology to support your strategy
§ Q&A

4. CHOOSE THE RIGHT KIND OF ABM

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THE THREE TYPES OF ABM… IN PRACTICE
5−50
Accounts
§ Prioritize existing key accounts
§ Customized for each account
§ Engagement and relationship-focused
Clusters of
5−15
accounts each
§ Focus on new and existing key
accounts with similar issues
§ Customized with some personalization
§ Engagement and lead-focused
100s of
accounts
§ Prioritize new accounts
§ Targeted with light personalization
§ Lead-focused
Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017
One-to-One
ABM
One-to-Few
ABM
One-to-Many
ABM
HIGH
Investment &
ROI per account
LOW

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PROGRAM OBJECTIVES
Revenue growth
Opening new markets
Proving new solutions
Developing references and advocates
Changing market perceptions
Ensuring customer success

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CREATING A BLENDED APPROACH
One-to-One ABM
§ One-on-one, face-to-face meetings
§ Executive-to-executive
relationship programs
§ Account-specific (bespoke) thought
leadership development and
dissemination
§ Direct mail
§ Custom collateral, videos,
podcasts, webinars
One-to-Few ABM One-to-Many ABM
§ Email marketing
§ Direct mail
§ Custom collateral/videos/
podcasts/webinars
§ Web personalization
§ Roadshows/events
§ Email marketing
§ Reverse IP/targeted digital ads/
content/retargeting
§ Roadshows/events
§ Direct mail
§ Account-based content syndication
INDIVIDUALIZED CUSTOMIZED SEGMENTED AND PERSONALIZED
Top tactics for the three types of ABM
Source: ITSMA and ABM Leadership Alliance Benchmarking Study, 2018

8. ASSEMBLE YOUR ABM TEAM

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ABM ACROSS THE ORG
FinanceOperationsMarketingSales Customer
Success

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ABM TEAM ALIGNMENT
Agreement on metricsCommunication frequencyEstablish set meetings

11. ALIGN AROUND ABM

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ALIGN ON FOCUS
+
ACCOUNTS REVENUE

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ABM ALIGNS YOUR FOCUS ACROSS THE FUNNEL
ADVERTISING WEB MARKETING
DEMAND GENERATION FIELD MARKETING

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ALIGN ON THE JOURNEY
First Touch: Email
[B2B Guide to ABM
Strategy]
Email
[ABM Keys to B2B
Success]
Webinar
[5 Essential Steps]
Direct Mail
[Enterprise
Champagne]
Webinar
[Future of B2B
Marketing
Automation]
Event
[Marketing Profs
B2B Forum]
Opp Creation:
Event
[Argyle Forum
Atlanta]
Pipeline: Event
[MIS Get Email
Update]
Paid Search
[keyword:
Demandbase]
Email
[webinar promo]
Event
[Argyle Forum
Boston]
Email
[ABMLA Research
LookBook]
Webinar
[AI in an ABM
World]
Field Marketing
[Boston ABM
Workshop]
Webinar
[ABMLA Tech
Stack]
Event
[MIS]
DB Advertising
[ABMLA]
Webinar
[Scaling Website
Personalization]
Field Marketing
[Boston Advanced
Certification]
Webinar
[Virtual MIS]
Webinar
[Live Demo:
Identify & Close]
Webinar
[Sirius Decisions
Waterfall]
Close: Webform
[ABMLA 6
Common Issues]
1/8/2017
8/1/2017
86 touchpoints
22 contacts
24 campaigns
11 channels

15. MEASURE YOUR PROGRESS AND
SUCCESS

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ABM MEASURE OF SUCCESS
XX Total Opportunities
XX% of pipeline coming from Target Accounts
XX% Increase in Close Rate
XX% Increase in Average Deal Size
XX% Increase in Funnel Velocity

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LEADING & LAGGING INDICATORS
Business Goals
New logos, Net Retention Rate, Revenue
Department Goals
Account Engagement, Sales Efficiency, Conversions
Program Goals
MQLs, Downloads, Clicks

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COMMUNICATING IMPACT
MARKETING SALES C-SUITE
§ Customer satisfaction
§ Brand perception
§ References
and advocates
§ Account coverage
§ Number of Opportunities
§ New logos
§ Account engagement
§ Pipeline growth
§ Revenue growth
§ Average deal size
§ Customer Retention
§ Upsell/renewal
Different audiences need different metrics

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ACCOUNT-BASED REPORTING

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REVIEWING PIPELINE

21. CREATE AND MAINTAIN YOUR TARGET
ACCOUNT LIST

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WHAT IS YOUR IDEAL CUSTOMER PROFILE?
§ ICP defines attributes of accounts
that are expected to be your
company’s most valuable
customers
§ Create this profile by looking
attributes:
§ Firmographic
§ Behavioral
§ Environmental
§ Requires both qualitative and
quantitative analysis
§ Must be a team effort across the
company, specifically with
Marketing & Sales
FinServ
Healthcare
Manufacturing
Technology

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START WITH YOUR TAM AND THEN FOCUS
§ TAM: $
§ Tactics: National tradeshows, webinars, videos,
infographics and ebooks
§ TARGET MARKET (ICP): $
§ Tactics: TAM tactics + nurture campaigns, segment
personalization, Certification
§ TARGET ACCOUNTS (FIT): $$
§ Tactics: TARGET tactics + Contact Acquisition +
Advertising, Discounts to events
§ AE TOP ACCOUNTS (INTENT): $$$
§ Tactics: Target Acct tactics + Nurture, Direct Mail, Field
Activities, FREE offers for events, 1-off DM, High value
offers (e.g. On-site Certification)
§ OPPORTUNITY: $$$$
§ Tactics: AE Top tactics + Nurture + VIP Dinners +
1-off DM + Advertising campaigns
§ CUSTOMER: $$$$
§ Tactics: Nurture, Training, Welcome Gifts, VIP
Experiences, Advertising
TAM
Target Market
Target Accounts
AE Top
Accts
Oppty
Cust
$ = Spend per account. Shown for scale, not precision

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WHAT’S THE RIGHT LIST SIZE?
YOUR ABM
MATURITY STAGE
TARGET
MARKET
SALES CYCLE
LENGTH
MARKETING
CAPACITY
NUMBER OF
SALES REPS
CLOSE
RATES
Things to consider:

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COMMUNICATION & BUY-IN
It’s always collaborative!
Secure Agreement
from leadership
Verify & Iterate
with sales
Update
at regular intervals
Build
an initial list
4321

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LIST OWNERSHIP AND OPERATIONALIZING
CRM & MASList owner(s)

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UPDATE REGULARLY
§ Territory changes,
backfilling won opps,
demonstrating intent
§ Fundamental market or
business shifts
MINOR
Quarterly
MAJOR
Annually
Pitfalls: Lack of audit, stuffing the list

28. ESTABLISH BUDGET

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5 Ways to Find
Budget for ABM
Top-down directive is in place
Use innovation budget to test
Partner with other teams to
fund programs
Roll up under other Initiatives
Shift and reallocate budgets
from existing programs
$
$

30. © 2016 DEMANDBASE # 30
RE-ALLOCATION REVIEWED
$222K / year
for New ABM
Programs & ABM
Technologies
$465k
FULL BUDGET
CONTENT SYNDICATION
WEBINAR SPONSORSHIPS
DIGITAL ADVERTISING
REGIONAL EVENTS
SAVING BY ABM APPROACH
$243k
FULL BUDGET
Standard B2B
Marketing Spend
ABM Optimized
Spend

31. TECHNOLOGY TO SUPPORT YOUR
STRATEGY

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#1: Strategy
#2: Technology

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1. Goals & Objectives
2. Alignment
3. Target Account List Scope
4. Marketing Programs
5. Baselines & KPIs
START WITH
YOUR STRATEGY

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TECHNOLOGY CAN HELP
§ Infrastructure: how do you track and
execute your ABM strategy?
§ Account Selection: how do you get the
RIGHT list in place?
§ Engagement: how do you get a relevant
message to your targets?
§ Sales Enablement: Marketing’s done
their job, how do you make sure Sales
gets it over the finish line?
§ Measurement: How do you know what’s
working? What’s not? What’s next?

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TECH SUCCESS
§ We had always done it manually
§ But we wanted to add intent

36. § Use a blended ABM approach
for best success
§ Get buy in from your ABM
leadership team
§ Communicate metrics &
successes on a regular
cadence
§ Align with your marketing team
throughout the buyer’s journey
§ Have a strategy in place before
buying technology
KEY TAKE AWAYS

37. Q&A