20 Reasons B2B Loves Account-Based Marketing

Phil Hollrah VP of Product Marketing, Demandbase @Philhollrah

John Dering Director, Marketing Prorgams, Demandbase @D_Rang

About the Study

§  Survey fielded in Q3 2015 §  352 responses; 236 used in the analysis §  78% B2B respondents; 22% mixed B2B/B2C

B2C and B2B are different

TARGET

DECISION MAKER

SALES

BUYING CYCLE

BUYING DECISION

QUALIFICATIONS

COST OF SALE

Target accounts

Buying Groups

Low transaction volume Typically high value

Long Months

Rational

Company attributes

High

Masses

Individual

High transaction volume Typically low value

Short Impulse - days

Emotional

Taste, Behaviour, Lifestyle

Low

B2C B2B

Key vertica

ls

Strategic

Named Accounts

Manufacturin

g

FSI

Pharma Mid

Market

SMB

Enterprise Closed/Lost

Late Stage Pipelin

e Early Stage Pipeline

What is Account-Based Marketing?

Evolution of Account-Based Marketing

1995- 2005 2005-2012 2012>>>

•  Limited in scale (25-50 accounts)

•  Field Mktg centric •  Analog in approach

•  Improved scale •  Email centric •  Industry focussed •  Post hand raise •  Reactive

•  Fully scalable (5000+ accounts)

•  Full funnel •  Multiple targeting

options •  Pre hand raise •  Proactive

ABM in 3 Steps

Key vertica

ls

Strategic

Named Accounts

Manufacturin

g

FSI

Pharma Mid

Market

SMB

Enterprise Closed/Lost

Late Stage Pipelin

e Early Stage Pipeline

Identify the right accounts

Market to those accounts

Measure by accounts

Current ABM Adoption Status

29%

26% 21%

24% Not in use Adoption interest Testing ABM Using ABM

Projected Future ABM Usage

0%

17%

83%

3%

25%

72%

Decrease Steady Increase

ABM testers ABM users

ABM Impact on Marketing’s Success

4%

0%

21%

32%

43%

I don't know No impact Slight impact Median impact Significant impact

Revenue Increase from ABM*

40%

0%

23%

18%

5%

9%

5%

No impact

1 to 9%

10 to 19%

20 to 29%

30 to 39%

40 to 49%

50% or more

* ABM in use for 1 year or more

Key Benefits of ABM

33%

47%

43%

40%

53%

50%

50%

67%

70%

73%

28%

38%

55%

55%

55%

55%

59%

66%

69%

83%

Shorter sales cycle

Increased page views

Increased lift in target accounts visiting website

More personalized content experience

Increased conversion rates

More pipeline opportunities

Greater understanding of program performance

Better qualified prospects

Better sales/marketing alignment

Increased engagement w/target accounts

ABM users ABM testers

ABM Adoption by Company Size

12%

22%

41%

23% 19%

13%

33% 33%

23%

32%

26% 23%

$24 million or less $25 to $499 million $500 million+

Using Testing Interest Not using

Length of ABM Usage 65%

42% 41%

23%

48%

42%

12% 10%

17%

Small ($24 million or less) Medium ($25 to $499 million) Large ($500 million+)

Less than 1 year

1 to 4 years

5 or more years

Skills/Expertise by ABM Usage

29%

16%

7% 4%

36%

24%

34%

9%

35%

60% 59%

87%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Not using Interested Testing Using

Don't know expertise requirement

Don't have expertise

Have some/all expertise

Technology Readiness for ABM

35%

16%

24%

25%

10%

5%

27%

58%

Don't know what is needed

Don't have it, not investing

Don't have it, but investing

Have the needed technology

Using ABM Not using ABM

Marketing Approaches with ABM

5%

11%

39%

54%

49%

55%

43%

71%

2%

32%

53%

62%

64%

64%

66%

92%

Other approaches

Territory planning

Micro-campaigns

List building

Funnel/pipeline review

Event planning

Sales enablement

Regular meeting

Using ABM Not using ABM

What to Think About Next §  Evaluate your current situation

§  Start small, test and learn

§  Measure your results

§  Download additional resources

§  “Account-Based Marketing Adoption” research study

§  “Account-Based Marketing: Fundamentals Every B2B

Marketer Must Know” eBook

Thank you! Phil Hollrah VP of Product Marketing, Demandbase @Philhollrah

John Dering Director, Marketing Programs, Demandbase @D_Rang

23 Feb | Hotel Du Vin, Henley-On-Thames, Reading 24 Feb | Eight Club Moorgate, London Register: Demandbase.com/ABMImpactUK