Post on 15-Jan-2017
EXPERT ABM
SELLING THE VALUE OF ABM TO YOUR ORGANIZATION
Jessica FewlessSr. Director, Partner and Field Marketing, Demandbase
Matt HeinzPresident, Heinz Marketing Inc
#ExpertABM
#ExpertABM © 2016 DEMANDBASE / SLIDE 2
SPEAKERS
MATT HEINZPresidentHeinz Marketing Inc.
JESSICA FEWLESSSr. Director, Field and Partner MarketingDemandbase
#ExpertABM © 2016 DEMANDBASE / SLIDE 3
HOUSEKEEPING
Questions On-demand and slide deck Our ABM Expert Guide resources
@HeinzMarketing @Demandbase #ExpertABM
#ExpertABM © 2016 DEMANDBASE / SLIDE 4
ABM yourselfto getABM
#ExpertABM © 2016 DEMANDBASE / SLIDE 5
KEYS TO LAUNCHING ABM
1. Velocity Outcomes first (and always)2. Map the internal buying committee,
build consensus3. Challenge the status quo4. Securing budget5. Drive deep coordination with sales
#ExpertABM © 2016 DEMANDBASE / SLIDE 6
DEFINING OUTCOMES
Revenue growth Target account efficiency Opportunity cost Where is there quantifiable pain right now?
ROI CALCULATOR
#ExpertABM © 2016 DEMANDBASE / SLIDE 8
KEY BENEFITS BY DEPARTMENT
MARKETINGMore focused, more efficient, and more connected to revenue
IT/OPERATIONSBetter coordinated platforms between sales and marketing
SALESGreater precision, coordination, and velocity in Target Accounts
FINANCEGreater predictability, transparency, and visibility into marketing expense ROI
YOUR ORGANIZATION IS NO DIFFERENT…
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YOUR INTERNAL BUYING COMMITTEE
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THE DEEPER ORG CHART
Marketing CMO Head of Demand Generation Marketing Operations Event Manager
Sales VP of Sales (or CRO) Sales Manager Sales Operations Named Account Sales Reps
Operations & Finance CEO Finance Director IT
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MAP OUT EACH DISCUSSION
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UNIQUE PERPECTIVES, UNIQUE MESSAGING
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ORGANIZATIONAL ALIGNMENT – PITFALLS
My sales team won’t give me their target account list or work with us to build one.
An ABM strategy is going to be expensive, more than I have budget for.
We’re already too busy. How are we going to implement an ABM strategy?
Are we just going to walk away from the leads NOT on our target account list?
There will be too few leads to hit our pipeline and revenue goals.
Find somewhere to start – a sales rep, an industry team – that will work with you to prove the model.
Since ABM is an efficient strategy, you can actually acquire more of the RIGHT leads on the same budget.
Since ABM is an efficient strategy, you can actually decrease the number of campaigns and tactics, but deliver more leads per action.
A certain percentage of your revenue will still come from outside the list; you just won’t proactively seek them out.
If executed properly, an ABM strategy will actually deliver MORE qualified leads, and fewer of the leads that won’t turn into business.
“OBJECTION” “RESPONSE”
MA
RK
ETIN
GSA
LES
#ExpertABM © 2016 DEMANDBASE / SLIDE 15
GETTING THEM ALL IN A ROOM…
AGENDA
#ExpertABM
• Objectives & Measures of Success• Shifting B2B Trends• ABM 101• How Others Are Winning (& Losing)• Key Cross-Departmental Benefits• Business Case (ROI Calculator)• Resources Required• Q&A
#ExpertABM © 2016 DEMANDBASE / SLIDE 17
ABM OBJECTIVES
Accelerate velocity and market share of enterprise and Named Accounts
More precisely and efficiently coordinate sales & marketing efforts focused on key accounts
Align marketing efforts squarely behind sales and revenue targets
#ExpertABM © 2016 DEMANDBASE / SLIDE 18
ABM MEASURE OF SUCCESS
XX Total OpportunitiesXX% of pipeline coming from Target Accounts
XX% Increase in Close Rate
XX% Increase in Average Deal Size
XX% Increase in Funnel Velocity
#ExpertABM © 2016 DEMANDBASE / SLIDE 19
You need a target account list first.
Understand where you have challenges
Determine where to apply ABM budget
BEFORE YOU BUDGET FOR
ABM
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TOP B2B MARKETING BUDGET CATEGORIES
FIELD MARKETING
Hospitality
Events WEBSITE
CRM
MAS/MAP
DMPs
Analytics
Predictive
TECHNOLOGY / INFRASTRUCTURE
DEMAND GEN
Sponsorships: Events
Sponsorships: ContentDigital Events: Webinars
Advertising
SEM Content Syndication/3rd party Networks
Paid Social
Direct Mail
CONTENT MARKETING
PRODUCT MARKETING
PR/ANALYST
AGENCY FEES
Testing
Design
#ExpertABM © 2016 DEMANDBASE / SLIDE 21
WAYS TO BUDGET FOR ABM
Determine what areas are ready for ABM Processes Technologies Program/Channels
Identify a starting point
Prioritize under performing areas first{ABM Budget Directive
#ExpertABM © 2016 DEMANDBASE / SLIDE 22
WAYS TO BUDGET FOR ABM
{Roll up Under Other Initiatives
What other initiatives will ABM support? Website Redesign Upsell/Retention Goal Marketing Automation
#ExpertABM © 2016 DEMANDBASE / SLIDE 23
WAYS TO BUDGET FOR ABM
{Use Innovation Budget to Test
Find a test that will make a difference
Be sure to measure for a successful test
Be cautious and conscious of test time frames
#ExpertABM © 2016 DEMANDBASE / SLIDE 24
WAYS TO BUDGET FOR ABM
{Partner with Departments to Fund
Sales and Marketing Alignment is a 2-way street
Sales needs more than leads, they need target account insights like:
Anonymous buyer activity Product interest alerts Stalled deals visibility
#ExpertABM © 2016 DEMANDBASE / SLIDE 25
WAYS TO BUDGET FOR ABM
{ Be honest about what’s working and what’s not
Start with your list of budget areas to determine where you can make changes
Shift or Re-allocationBudgets
#ExpertABM © 2016 DEMANDBASE / SLIDE 26
KEYS TO SALES INTEGRATION
Make Sales an Early Partner and Collaborator
#ExpertABM © 2016 DEMANDBASE / SLIDE 27
KEYS TO SALES INTEGRATION
Work from Common Objectives and Definitions
#ExpertABM © 2016 DEMANDBASE / SLIDE 28
KEYS TO SALES INTEGRATION
Think in Terms of Macro and Micro Campaigns
#ExpertABM © 2016 DEMANDBASE / SLIDE 29
KEYS TO SALES INTEGRATION
Practice the OODA Loop
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Q&A
© 2016 DEMANDBASE｜ SLIDE 31
THE ABM EVENT OF THE YEAR!
April 5-6, 2017 Pier 27, San Francisco
www.marketinginnovationsummit.com
Save the date and join us for…
THANK YOU#ExpertABM