Expert ABM: Selling the Value of ABM in Your Organization

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


HOUSEKEEPING

Questions On-demand and slide deck Our ABM Expert Guide resources

@HeinzMarketing @Demandbase #ExpertABM


ABM yourselfto getABM


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


DEFINING OUTCOMES

Revenue growth Target account efficiency Opportunity cost Where is there quantifiable pain right now?

ROI CALCULATOR


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…


YOUR INTERNAL BUYING COMMITTEE


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


MAP OUT EACH DISCUSSION


UNIQUE PERPECTIVES, UNIQUE MESSAGING


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


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


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


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


You need a target account list first.

Understand where you have challenges

Determine where to apply ABM budget

BEFORE YOU BUDGET FOR

ABM


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


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



{Roll up Under Other Initiatives

What other initiatives will ABM support? Website Redesign Upsell/Retention Goal Marketing Automation



{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



{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



{ 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


KEYS TO SALES INTEGRATION

Make Sales an Early Partner and Collaborator



Work from Common Objectives and Definitions



Think in Terms of Macro and Micro Campaigns



Practice the OODA Loop


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

Expert ABM: Selling the Value of ABM in Your Organization

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Transcript of Expert ABM: Selling the Value of ABM in Your Organization