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A Perfect Match: ABM & ABS - research by Whiteoaks International

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Whether you already adopt an Account-Based Marketing (ABM) framework, are thinking about moving that way or are brave enough to admit you’re not really sure what all the ABM and Account-Based Sales (ABS) fuss is about, one thing’s for certain. As a B2B marketing professional, your success will be measured on your ability to prove the business impact of your efforts. Often, this is quite simply about generating actionable leads for your Sales counterparts, as the result of your brand building and content marketing strategy.
So as we head towards the end of 2018, you’ll probably have an eye to planning for next year, so we're sharing the results of a new research project we’ve just launched, providing you with some inspiration and ideas to support your thinking for 2019.

During the Summer we asked 200 tech Marketing and Sales decision-makers to share their views about how they work together, the drivers for collaboration and the marketing methods which most influence lead generation.

In what we believe is the first B2B research project examining the adoption and impact of both ABM and ABS models, rather than one or other in isolation, the report provides unique and invaluable insight into how to work in partnership with Sales to achieve combined success.

Published in: Marketing
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A Perfect Match: ABM & ABS - research by Whiteoaks International

  1. 1. Date: A Perfect Match: ABM and ABS 8 October 2018
  2. 2. Headlines • Social media and email marketing are the most effective communications methods, say both senior B2B tech Sales and Marketing decision-makers, in an independent study, ‘A Perfect Match: ABM and ABS’, commissioned by Whiteoaks International • 89% of Marketers and Sales professionals agree that their company’s marketing activities have a positive impact on sales and lead generation in the B2B technology sector
  3. 3. Key Findings • Senior leaders in both sales and marketing roles view social media (65%) and email marketing (61%) as the two best ways to support sales and marketing efforts. Case studies and testimonials follow in third place (41%) • Marketing and Sales functions are more aligned than ever before (87%) • 81% of Marketing and Sales decision-makers say they’re working within an ABM-ABS structure • Only 40% of marketers think it’s working successfully vs 20% of sales professionals • Both Marketing and Sales decision-makers agree at 89% that their company’s marketing activities have a positive impact on sales and lead generation • They measure this impact predominantly with enquiries through the company website, social media and at events • Most companies have a CRM system in place (88%) and over half (59%) use it for both potential and current client information
  4. 4. Viewpoint “In the B2B technology sector, the alignment and collaboration between sales and marketing departments to achieve a shared strategy is becoming ever more crucial. And with 67%* of the typical B2B buyer’s journey taking place online, we can now better prove and understand the importance of social media and email marketing in supporting the sales function.” Suzanne Griffiths Managing Director at Whiteoaks International *Source: Global Performance Group
  5. 5. Definitions Account Based Marketing (ABM) refers to a business-to-business (B2B) strategy that aligns both marketing, and sales resources and strategies, to categorise, build relationships and target companies or accounts into prioritised groups rather than on an individual leads basis. It helps an organisation to consider, structure and communicate with individual prospective or existing clients as groups as well as individuals where needed. An ABM strategy covers multi-touch and multi-channel which is realised through the whole company to achieve goals based on high- value, location or sector-specific account. Account-Based Selling or Sales (ABS) refers to a business to business (B2B) sales model that categorises, builds relationships and targets companies or accounts into prioritised groups rather than on an individual leads basis. An ABS strategy covers multi-touch and multi-channel which is realised through the whole company to achieve goals based on high-value, location or sector-specific accounts. ABM and ABS (Account Based Sales or Selling) are both required in order to achieve a comprehensive Account-Based Experience (ABX), ensuring the business becomes truly customer-centric in a way that creates better engagement and results for business and its customers.
  6. 6. Methodology and Demographics Whiteoaks International worked with the leading research firm and founders of the PRCA Research Best Practice Committee, Vitreous World to produce this research project. 202 interviews were conducted in June 2018 using an online methodology across both senior marketing and sales decision-makers. Quotas were placed on the marketing and sales sectors to ensure a 50/50 split.
  7. 7. To download the Whiteoaks report ‘A Perfect Match: ABM and ABS’, visit: https://whiteoaks.co.uk/a-perfect- match-abm-and-abs-research-by- whiteoaks-international/
  8. 8. Date: Whiteoaks International – The Results-Driven Tech PR Agency
  9. 9. Conventional PR doesn’t work for clients Paying for hours on a monthly retainer without commitment to activity and output
  10. 10. A Better Way… Set fees for set deliverables Absolute clarity from the outset in terms of investment, activity and outputs Agreed performance targets Commitment to results- driven, transparent campaigns ensures we truly deliver for clients Formal service level agreement with pro-rata fee rebate if targets missed Unique approach guaranteeing true ROI
  11. 11. Whiteoaks International PR agency servicing B2B organisations globally Established in 1993 Team of 35+ specialists Expertise in delivering PR, content and digital services Headquartered in Hook, Hampshire – with international network £3M-£4M fees annually Specialism in technology: Finance HR Cloud Retail Hospitality Broadcast Media & Entertainment Manufacturing & Engineering Marketing Technology Mobile & Telecoms Security Committed to delivering PR ROI …deliberately different
  12. 12. Our Service Offerings PR We develop strategic yet creative PR campaigns which, through highly targeted and persona-driven tactics and approaches, are guaranteed to deliver tangible and impactful results. Our PR services include: Corporate, Solutions and Services, Endorsement, Thought-leadership, Strategy and Support services. Defining and implementing a digital strategy which enhances your corporate communications activity and aligns to business goals is essential and achievable. Powered by Sprout Social, our digital services incorporate: strategy, engagement, content creation, optimisation, monitoring and evaluation. Content High-quality content is central to the Whiteoaks proposition. The tailored, relevant and compelling content we are proud to create, focuses on what pre-defined audiences want to hear, rather than simply what a company wants to say. We provide content services for: PR, Sales and Marketing, Social and Digital purposes. …deliberately different Digital
  13. 13. Get in touch Email hello@whiteoaks.co.uk Call +44 (0)1252 727313 Whiteoaks International, Form 1, Bartley Wood Business Park, Bartley Way Hook, RG27 9XA

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