We’re entering a new phase of ABM. Successful execution now involves the combined capabilities of the full marketing ecosystem. Critical in this ecosystem is the agency, though their ABM role has been murky up to now. Join this session to learn the agency’s role in successfully executing and optimizing ABM strategies and how they can work closely with ABM vendors and data partners to drive mutual client success.

1. TIMES ARE A-CHANGIN’: AGENCIES
AND THE NEW ABM ECOSYSTEM
Michael McLaren
EVP - Global B to B Practice Lead, Merkle
APRIL 12TH, 2018

2. WE’RE ENTERING A BOLD NEW PHASE OF ABM
SUCCESSFUL EXECUTION NOW REQUIRES THE COMBINED
CAPABILITIES OF THE ENTIRE MARKETING ECOSYSTEM
CRITICAL IN THIS ECOSYSTEM IS THE AGENCY, THOUGH
THEIR ROLE IN ABM HAS BEEN MURKY TILL NOW
WHAT IS THE AGENCY’S ROLE IN SUCCESSFULLY
EXECUTING AND OPTIMIZING ABM STRATEGIES?
HOW DO AGENCIES WORK CLOSELY WITH ABM VENDORS
AND DATA PARTNERS TO DRIVE MUTUAL CLIENT
SUCCESS?

3. AGENDA
§ Vision
§ Level Set
§ Evolution of ABM
§ Ecosystem Importance
§ From ABM to ABX
§ Some Examples

4. Photo by Tim Gouw on Unsplash

6. LEVEL SET - CURRENT STATE?

7. SLIDE 7
WHAT IS ACCOUNT-BASED MARKETING?
Account-Based Marketing is used to identify and target the accounts that B to B
businesses value most. ABM solutions typically include customized account-based
data and technology to help companies attract, engage, convert and then measure
progress against customers and prospects.
ABM its Simplest Form
Identify Accounts Market to them Measure Results

8. SLIDE 8
ABM IS A BRIDGE BETWEEN SALES AND MARKETING
Account based marketing strategy addresses Marketing KPIs - creating actionable data for the Sales team and laddering to
common goals and closed accounts
“What makes ABM so attractive is
the way it combines insights for strategy and
technology for execution. Marketing teams
who understand ABM are in a powerful position
to better align to what Sales needs, and make
smart choices about the right actions to
take and the right time to take them to grow
high-potential accounts.”
• Provide actionable results for the sales
team among specified accounts
• Collaborate on campaign insights, specific
account trends and key takeaways
• Provide net new contacts and influencers
to the sales team to action
- SiriusDecisions

9. SLIDE 9
ABM PORTFOLIO: FIND THE RIGHT BALANCE
Source: Sirius Decisions: Account Based Marketing: Welcome to the New Reality
Source: Sirius Decisions: Account Based Marketing: Three Strategy Options
SalesModel
Marketing
Model
Dedicated
Account
Lead
Single
Account
Lead to
Few
Accounts
Industry
Lead with
multiple
accounts
owners
Large Account Named Account Industry/
Segment
Account
ONE: ONE ONE:FEW ONE:FEW
Engagement
Type

10. SLIDE 10
A 5 STEP APPROACH TO ACCOUNT BASED MARKETING
Measurem
ent &
Attribution
Deploy
and
Optimize
Program
Strategy
and
Approval
Goals &
KPI’s
Sales
Alignment
& Account
Selection
• Align with sales and
marketing executive
sponsors & their teams
• Prioritize and select a
narrow group of accounts
• Outline Account
expectations and
objectives
• Translate sales objectives
to marketing objectives
• Set account level KPI’s
• Define stakeholders for
report delivery
• Create framework for
reporting, metrics,
benchmarking etc. to
monitor program success
• Code marketing
technology systems for
campaign deployment
• Optimize campaign based
on learnings, internal
capabilities and account
changes
• Provide the campaign
strategy and ROI for
Approval
• Establish budget break
out, and tie to return goals
How will we do
it?
What will we
do?
Build trust and
collaborate across
sales and marketing
Create executive
framework of program
to commit to
Coordinate channels,
roles and
responsibilities of
execution
Create a vision for
success
Measure to optimize
against future
campaigns
Execution
Tactics
• Role definition, scoping of
program, resourcing
• Sales input on target
accounts
• Align with Sales on
account growth
opportunity, relationship
opportunity & selection
• Align on specific sales
targets ($$), and key
contacts to be reached
• Determine marketing
pipeline based on
conversion rates
• Establish non-revenue
goals such as product/
service penetration,
specific pain points etc.
• 3 tier measurement
framework (Executive,
Mid-Management,
Operational)
• Define metrics/
benchmarks for
comparison
• Coverage
• Awareness
• Engagement
• Reach
• Influence
• Deploy business rules
and lead scoring
methodology
• Set up test designs, and
optimization cadence
• Determine Media Strategy
• Size Available Audience
• Determine Channel
Strategy
• Create Campaign
Calendar
• Design Content and
Messaging Strategy
Platforms Marketing Planning (MRM, MOM etc.)
Business
Intelligence
MAP, DMP, CMS,
DOP, DAM

11. ABM EVOLUTION

12. SLIDE 12
Where is this
thing going?

13. SiriusPerspective:
13 © 2017 SiriusDecisions. All Rights Reserved@bobpetersonmn
The (Not-So-Distant) Future of ABM
Over the next 12 to 36 months, each ABM priority will require adaptation in order to sustain
momentum.
ABM Changes
Marketing
Measurement
Industry ABM
Leads Way for
Content
Customization – at
Scale
ABM Tech 2.0
Increases
Relevance, Scale
and
Simplification
Global Expansion;
Emerging Blended
Centers of
Excellence
Pursuit Marketing
Accelerates for Big
Deals
Strategy and
Alignment
Large ABM
Planning and
Execution
Named ABM
Planning and
Execution
Industry ABM
Planning and
Execution
ABM Functional
Design and
Development
1 2 3 4 5

14. SiriusPerspective:
14 © 2017 SiriusDecisions. All Rights Reserved@bobpetersonmn
The (Not-So-Distant) Future of ABM
Over the next 12 to 36 months, each ABM priority will require adaptation in order to sustain
momentum.
ABM Changes
Marketing
Measurement
Industry ABM
Leads Way for
Content
Customization – at
Scale
ABM Tech 2.0
Increases
Relevance, Scale
and
Simplification
Global Expansion;
Emerging Blended
Centers of
Excellence
Pursuit Marketing
Accelerates for Big
Deals
Strategy and
Alignment
Large ABM
Planning and
Execution
Named ABM
Planning and
Execution
Industry ABM
Planning and
Execution
ABM Functional
Design and
Development
1 2 3 4 5

15. SiriusPerspective:
15 © 2017 SiriusDecisions. All Rights Reserved@bobpetersonmn
Organizations are increasingly turning to pursuit marketing to help support greater numbers of
accounts while maximizing marketing influenced revenue contribution.
2. Large ABM: Future-State Vision
Pursuit Marketing Accelerates for Big DealsLimitations
Formalized
marketing and sales
partnership and
processes established
around must-win deals
Time-
consuming,
complex deals
Scale/
resource
constraints
Emergence of
specialists focused
purely on pursuits –
provides flexibility
Increased focus on
measurable tactics to
reduce waste
2

16. SiriusPerspective:
16 © 2017 SiriusDecisions. All Rights Reserved@bobpetersonmn
Named ABM growth will continue as the full potential of artificial intelligence (AI) on ABM
become clear; vendors consolidate and bring enhanced propositions to the market.
3. Named ABM: Future-State Vision 3
ABM Tech 2.0 Increases Relevance, Scale and
SimplificationLimitations
New ABM tech categories
emerge from AI,
including
NLP for content
translation, and
personalization
Nascent
technology – skills
and integration
challenges
Deployment
outside NA
Emphasis on processes
and skills to connect
insight to action and
drive increased relevance
Vendor consolidation;
end-to-end stacks
emerge

17. SiriusPerspective:
17 © 2017 SiriusDecisions. All Rights Reserved@bobpetersonmn
Industry ABM has the potential to lead the charge in solving ABM’s content challenge; it will
require insights and interlock to deliver more personalization and better results.
4. Industry ABM: Future-State Vision
Industry ABM Leads Way for Content Customization –
at Scale
Limitations
Definitional
misalignment in
industry ABM vs.
industry marketing
Increased specialization
at the sub-vertical
level to increase
relevance
ABM industry SWAT
teams interlock,
primarily with portfolio
(industry), sales,
campaigns and digital
teams
Infrastructure to
optimize content
lifecycle (maintain,
utilize, measure,
sunset)
Limited process and
interlock around
insights, interlock
and personalization
for industry ABM
4

18. SiriusPerspective:
18 © 2017 SiriusDecisions. All Rights Reserved@bobpetersonmn
As ABM becomes a more formal part of b-to-b organizations across regions, the number of
skilled marketers will increase, establishing a talent pool from which to expand execution.
5. ABM Functional Design: Future-State Vision
Global Expansion, Emerging Blended CoEsLimitations
Establishment of central
CoEs with governance
and processes for
different deployment
models
Disparate
uncoordinated
programs
Skills gaps (rapid
growth/tech
advancements)
Career paths,
skills, job profiles,
certifications and
development plans for
different ABM roles
Adaptation of demand
centers for ABM-
specific purposes
5

19. WHAT DOES THE AGENCY SEE?

20. SLIDE 20
ADOPTION UNDERWAY, MEANINGFUL IMPACT HAS BEEN SLOW
• Lack of alignment among teams: account-based alignment should extend across the
entire organization, including finance, product development, engineering, and the
executive team
• Fast adoption of ABM technologies, slow adoption of integration: siloed software
can create conflicting activity and inhibit contextually aware or personalized campaigns
• Limited diversity of tactics: the current rule of email and banners
• Sales & Marketing tension: muddy and conflicting KPIs, MQL’s and SQL’s
• Sales cycles: Sales desire to see immediate impact within their accounts
• Silos abound – platform, sales, reporting: no ability to distil valuable insights or
repeatable actions
Top client roadblocks:

21. SLIDE 21
Goal
Congruence
Sales Marketing
Definition of a lead
Pricing, bundles & discounts
Lead scoring & nurture paths
Definition of success & ROIDefine target accounts
Build human relationships
Create tailored solutions
Technical expertise
Close business
Provide prospects & leads
Create awareness/demand
Define winning products
Maintain pricing
Measurement
SALES AND MARKETING TENSION

22. SLIDE 22
A MASSIVELY COMPLICATED TECHNOLOGY LANDSCAPE…
Selection
Identify and
prioritize target
accounts, align
on resources by
Tier 1, 2, and 3
Contacts
Discover contacts
and map to your
accounts, ensure
quality data
Insights
Understand what is
relevant and
resonant at
accounts (triggers,
priorities, etc.)
Interactions
Manage 1:1 account-based interactions in
channel – events, outbound, digital (ads, web)
Orchestration
Synchronize
interactions into
coordinated plays
that align to account
plans and goals
Infrastructure
Map leads to
accounts, identify hot
accounts (MQAs),
show impact of ABM
efforts
Content
Create account-
specific content and
messaging that
reflects insights
Ads
HumanEmailEventsDirect
Complementary
Web
Predictive
Attribution
Analytics
Dialing

23. SLIDE 23
The move up-market into the enterprise and/or targeting specific vertical markets
MARKETING UNDER PRESSURE TO DELIVER DIGITAL
TRANSFORMATION STRATEGIES
Shift to cloud based and subscription based sales model
Integrated
Marketing
Inbound Volume &
Velocity
Account Based
Sales from Known Accounts Leads at Scale Valuable Customer Acquisition
Pipeline & Closed Won
Customer Acquisition Cost
(CAC)
Lifetime Value (LTV)
Annual Contract Value (ACV)
Pipeline & Closed Won

24. ABM FUTURE STATE – FROM HERE TO
THERE

25. SLIDE 25
FASTEN YOUR SEATBELTS
Agency + Capabilities
expanding capabilities to deliver & maximize model
Content Strategy
executing an always-on personalized content creation approach that meets customer needs
Technology
Deploying technology to facilitate faster targeted & personalized communications
Data & Analytics
leveraging advanced customer & touch-point analytics to maximize engagement & return
Experience Design
planning Customer Centric contacts & experiences based on where when our customers are engaging
FROM Traditional
marketing
Customer centric
marketing strategy,
looking to deliver
strategic, orchestrated
& personalized
campaigns with key
focus on new
technology capabilities
& digital media
TO NextGen marketing
Maximize our voice in
the market and engage
the largest number of
potential buyers with
traditional marketing
activities & broad
reaching demand
generation techniques
Goal: Build an ecosystem that delivers
Personalization - Predictive – Real Time – Automation

26. SLIDE 26
THE EVOLUTION FROM ABM TO ABX
Don Peppers &
Martha Rogers
publish ”the One to
One Future”
1993 1997 2002 2003 2006 2012
CSC launches full
court press pursuit
marketing, and
lands two highly
visible, 10 year
outsourcing
contracts worth
approx. $170m with
Central Dynamics
Accenture and
Unisys pioneer
Client Centric
Marketing: demand
outstrips supply
ITSMA introduces
the concept of
Account Based
Marketing (ABM)
Inauguration of
ITSMA ABM
Council
ITSMA
launches first
certification
program for
Account Based
Marketing
1999
TechTarget is
founded
2009
Madison
Logic is
founded
2006
DemandBase
is founded
One to One Future CSC win big Client Centric Marketing
ABM
ABM Council ABM Certification LinkedIn launch
ABM capability
via updates &
InMails
TrueInfluence
launches
InsightBASE
Madison Logic
to test Native
ABM & acquires
Spiderbook
DemandBase and
Integrate create
partnership
2016 & Beyond
Social ABM
OOH ABM
Video ABM
Radio ABM
Client Centric
Marketing
Account Based
Marketing
Account Based
Everything

27. SLIDE 27
THE EVOLUTION FROM ABM TO ABX
§ Innovations in data, technology and addressability have expanded ABM
capabilities.
AI to enable
customization of
user experience for
target accounts,
both on and off a
brand’s site
Addressability of
traditional media
coupled with digital
brings true omni-
channel experience
to target accounts
Leveraging intent
signals to grow a
brand’s target
account list

28. SLIDE 28
• Enterprise Mobility Suite
• Mobile Device Management
• Enterprise Mobility
• Mobile Technology
Telecom company with enterprise
offering
GROW ACCOUNT LISTS WITH ADVANCED INTENT SIGNALS
Sticking to identified account list can mean that you miss out on key prospects.
New data vendors can help a brand intent signals; online behaviors that indicate
interest in a product (e.g., searching for and consuming relevant content).
Aligning sales and marketing on an updated account list will help prove out
marketing’s efforts.
SAMPLE COMPANY CRITERIA
USA
Management+
Co. Size 1,000+
SAMPLE BRAND SAMPLE SEARCH/CONTENT
CONSUMPTION TOPICS

29. SLIDE 29
AI PERSONALIZES THE EXPERIENCE FOR CUSTOMERS
Personalization is the key to successful ABM executions. Once you’ve
captured intent signals, artificial intelligence can target key accounts with
personalized messaging, either on or off your brand’s site.
HIGH IMPACT AD UNITS
Partners such as Undertone
can serve dynamic high
impact units based on a
consumer’s interactions with
a brand’s site
PROGRAMMATIC MEDIA
Geo-fencing, IP targeting,
and retargeting help home in
on identified or surging
accounts off of a brand’s site
PERSONALIZED LANDING PAGES
Customized landing pages
serve up content that’s
specific to where a customer
is in his or her journey

30. SLIDE 30
ADDRESSABLE MEDIA CONNECTS THE DOTS
§ “Traditional” media outlets such as TV, out-of-home, and radio have
turned addressable, allowing marketers to move beyond desktop and
mobile to create true omni-channel experiences with a brand’s target
accounts.
Programmatic TV Digital Out-of-Home Digital Audio

31. HOW THE AGENCY CAN HELP GET
MORE OUT OF ABM

32. SLIDE 32
EMBRACE ACROSS ALL TOUCHPOINTS
§ Its more than just digital, display and syndication
Display
• IP Targeting
• Geo-Fencing
• Retargeting
Syndication
• Against defined list
• Against Surging accounts
• Providing net new
prospects
Social
• By domain (Linkedin)
• By demographic and
functional interest
(personas among
accounts)
Contact
Delivery• Net new names,
expanding CRM for
nurture
OOH
• Billboards around
account location
• Elevators and lobbies
• Public transportation (if
connected to company
locations)
Telemarketing
• Tele-nurture
• Tele-verify
• SQL Opportunities
Analytic
Plugins
• Predictive analytics
• Measure on-site
engagements and traffic
by account
• Actionable data for
nurture
Events and
Direct Mail
• Sponsorships
• Roundtables
• Any Direct Mail Efforts

33. SLIDE 33
CONTENT DELIVERY AND PERSONALIZATION
• Specifically tailor messaging to accounts and
identified personas
• Audiences filter out information that seems
automated or sent by a machine
• In order to break the clutter, customize:
• Match content to the journey
– Messaging/copy
– Offers
– Content
– Landing Pages
– Images
– Etc.

34. SLIDE 34
CLOSELY LINK ACCOUNTS TO PERSONAS
At the end of the day,
real people sign the
checks..
• Prioritization of contacts at an account level
• Provides insight on client’s internal targeting
• Stress the importance of personas to clients
to engage key decision-makers
Up to 17 people influence
enterprise purchases, increasing
from 10 in 2011
Source: IDG Enterprise Role & Influence of the Technology
Decision-Maker survey

35. SLIDE 35
LINK OUTBOUND TO INBOUND
§ “I see ABM as a response to inbound marketing. Inbound is great, but you don’t have control
over quantity and quality. You also can’t afford to wait until those named account targets
happen to find your content and download something.”
§ -Matt Heinz, President of Heinz Marketing
• IP targeting and retargeting
• Tradeshows
• Email (nurturing)
• Content syndication
• Social
Against Named
Accounts Only
• What do accounts and personas look
like that arrive/engage organically?
• Website, blog & landing pages:
o Account level tracking
o Personalization
o Progressive profiling
Monitor Inbound
activity to
inform/update named
account
Outbound
Inbound

36. SLIDE 36
Account Based
Marketing
Advanced Services
Best Practice ABM
Frameworks
Content Delivery &
Personalization
Audits &
Evaluations
Full MarTech
Suite Integration
Data &
Measurement
Audience &
Account Strategies
ABM process and frameworks
to set up for success
Personalized and dynamic
content recommendations &
creation
Interrogate existing ABM and
nurture set-up
Iterative ABM campaigns
across key identified partners
& technologies
Interrogating the account list,
and planning to different
audiences/personas
Iterate new ways to provide
data between Marketing &
Sales, in addition to reporting
and benchmarking
+
+
+ +
+
+
A PARTNER WITH FULL SERVICE ABM CAPABILITY

37. SLIDE 37
THE AGENCY’S ROLE
§ Fully integrated communications agency ecosystem
§ Consulting on key innovations in the ABM space to ensure brand stays
ahead
§ Consult on a brand’s internal processes to break down the silos between
sales and marketing
§ Measurement frameworks to achieve proof of performance & attain buy-
in from multiple stakeholders
§ Vetting and testing ABM, data, and media partners to land on the optimal
mix for a brand; synthesizing partners’ capabilities under one roof
§ Tie together campaign data to provide actionable insights on how to
optimize an ABM strategy

38. A CASE IN POINT

39. SLIDE 39
CASE STUDY: TELECOMM ENTERPRISE BUSINESS PRODUCTS
§ A Telecomm giant wished to target business owners, influencers, and
decision-makers at target accounts to drive sales impact.
Dedicated Landing Pages
to Address Enterprise Pain
Points
Use Data Creatively for
Targeting & Measurement
Put Target Account List
into Perspective with
Intent Data

40. SLIDE 40
Target Audience: Owners, Decision Makers
and Influencers
Companies: Target Account List & Companies Surging on
Enterprise Mobility Topics
Geography: National
Core Messaging: Mobility-as-a-Service (MaaS)
Health Metrics: Cost-per-Arrival, Arrival Volume
Company Penetration: Accounts Reached, On-site Activity
Business Objectives: Show sales impact via SalesForce
CASE STUDY: TELECOMM ENTERPRISE BUSINESS PRODUCTS

41. SLIDE 41
PUTTING TARGET ACCOUNT LIST INTO PERSPECTIVE
→ 54,760 companies were surging on terms relevant to
brand:
• Enterprise Mobility, Enterprise Mobility Suite,
Mobile/Wireless, Mobile Device Management
• A surge is based on increased company activity online in
the past 7-days
→ Used custom data in paid display efforts and
measured effectiveness of both audiences
• Target Account List
• Mobility Surge Data, targeted to Enterprise companies
1,000-2,4999
54,760 companies
surging on mobility
terms
7,688
companie
s 1,000+
surging
Opportunity To Evolve ABM Strategy Beyond Brand’s Target Account List
ABM
List

42. SLIDE 42
Increase awareness of brand’s enterprise mobility product within target account list;
measured by on-site company lift and landing page arrivals
SUCCESS: A PRODUCT OF MULTIPLE PARTNERS + EXECUTIONS
7 Media Partners
23,622
Landing
Page
Arrivals
2 Creative
Messages Key Formats: High Impact,
Display, Native, & Social
13 Asset
Downloads
$246K Net
Media
Spend
32 Leads 665
Companies
on Account
List
16.5M Media IMPs
generated

43. KEY TAKE AWAYS
§ ABM is real, ABM is big, and it’s
only going to get bigger
§ Technology and Data are never
slowing down – neither should
your ABM ambitions
§ It takes a village. As it gets
more sophisticated and
integrated – build a partner
ecosystem
§ Bridge the Sales – Marketing
divide – goal alignment will
drive superior outcomes

44. THANK YOU