Fundamentals of ABM: Preparing your Organization for ABM Success
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Transcript of Fundamentals of ABM: Preparing your Organization for ABM Success
The Fundamentals of Account-Based Marketing
Jessica FewlessDirector, Field and Partner MarketingSeptember 16, 2015
@jfewlessb2b
©2015 Copyright Demandbase, Inc. Demandbase Confidential.
What you’re in for today…
Why ABM? What does ABM solve for? Laying the groundwork of an ABM strategy Leveraging ABM across the organization Putting ABM it into action!
Why Account-Based Marketing?
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of marketing generated leads are never followed up by sales.
50% - Miller Pierce, 2014 VOC Study
Leads aren’t valued…
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Focusing on volume wastes time and money
4.4% Inquiries Convert
.03% Inquiries to closed/wonSource: Sirius Decisions
©2015 Copyright Demandbase, Inc. Demandbase Confidential.
6
The sales and marketing divide
MARKETING SALES
LeadsPersonasQuantityIndividuals
OpportunitiesBuyers/Influencers
QualityAccounts
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Focus on what matters: Accounts
Identify the right accounts
Market to those accounts
Measure by accounts
STEP 1 STEP 2 STEP 3
©2015 Copyright Demandbase, Inc. Demandbase Confidential.
8
Why Account-Based Marketing?
• Ensures attention is given to top prospects/customers
• Defines growth and timing based on account specifics
Focuses on best opportunities
• More efficient with a defined universe• Delivers on their target accounts
Supports sales reality
• Linked to greater customer satisfaction and retention
• Customers experience less noise, respond at higher rates to more relevant outreach
Delivers customer-centric experience
©2015 Copyright Demandbase, Inc. Demandbase Confidential.
For B2B, all paths are converging on ABM
SiriusDecisions
92%Of marketers say ABM
is a must-have strategy for the current
B2B marketplace
Alterra Group
Of marketers achieved higher ROI with ABM than with other marketing initiatives
ITSMA
84%Of marketers say ABM
strategies outperform other marketing
investments on ROI
BOTTOM LINE:
Account-Based Marketing is the new reality for B2B
97%
Laying the Groundwork for a Successful ABM Strategy
©2015 Copyright Demandbase, Inc. Demandbase Confidential.
Sales and Marketing Alignment
1. Identify the Stakeholders
2. Build your target account list
3. Decide on segmentation and business objectives
4. Agree on new metrics and measurement
5. Implement ABM across marketing
©2015 Copyright Demandbase, Inc. Demandbase Confidential.
Identify your stakeholders
Sales Marketing
Field/Customer Marketing
Digital Marketing
Demand Gen
CMO
Customer Success
Field Sales Leaders
Inside Sales Leaders
CRO
Marketing/Sales Operations
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Customers
Prospects
Partners
Define Segments and Business Objectives
Upsell
Renewal
Awareness
Trial
Purchase Re-En-
gage
Competitive
Acquire
Inform
CoSell
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Target List: Identifying key account attributes
Company Size
Employee Size
Other technologies employed
Industry
1234
Figure out what the attributes are of your best customers, then find prospects with
those same or similar attributes
©2015 Copyright Demandbase, Inc. Demandbase Confidential.
Identify your High Value SegmentsSeg
ment 1Segment 2
Segment 3
Customers
1. Identify your key segments2. Chose a segment for your
ABM strategy 3. Identify business goals for
that segment4. Build a marketing mix to
support
©2015 Copyright Demandbase, Inc. Demandbase Confidential.
Metrics that achieve your business goalsNew Focus Quality vs Quantity
Targeted Inquiries Goals are set and success is measured off interest generated only from the target account list
MQLPipeline conversion While you’ll still measure raw MQLs, given the increased quality of leads, more should filter into pipeline. How is/can marketing help increase this?
Close Rate Are you increasing the number of pipeline deals that are won? How is/can marketing contribute to this?
ACV/Ave Deal Size Are the deals increasing in value with this new focus? How is/can marketing help increase this?
Deal Velocity From Inquiry to Sales, how quickly are your deals closing? How is/can marketing help decrease this lifecycle?
BOTTOM LINE:
ABM leads to less waste and greater efficiency!
©2015 Copyright Demandbase, Inc. Demandbase Confidential.
New ABM Marketing Mix
EventsWhat percentage of attendees are on my
target account list?Fewer Events, Greater Investment
Digital CampaignsHow do I provide a consistent, relevant
experience?Optimize for the 15%
Customer MarketingHow can I support our customer success
team and our AEs?Selling to and with our Customers
Field CampaignsWhich regions have the greatest concentration of target accounts?Set the strategy, don’t chase requests
Target Account List
Getting Started
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ABM Across The Funnel
Measure (x2)
AttractEngage
Convert
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Measure
1. Identify what’s working2.Select focus areas3.Set a baseline
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VS. Account-Based Advertising
Traditional Digital Advertising
Attraction: Get the RIGHT accounts to your site
AnonymousMass Market
Personas Only
FocusedZero waste
Tailor-made for B2B
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ASSET PAGE
LANDING PAGE
Engagement: Deliver relevant messages
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Conversion: Get visitors to take actionDEMANDBASE ENABLED FORM
Ping Demandbase via API
$35,622,000,000
Software and Technology
105,000
500 Oracle Parkway
Redwood Shores
CA
94065
Enterprise
Stevens
John
Ora|
Mgr
DATA MANAGEMENT PLATFORM
$35,622,000,000Software and Technology
105,000500 Oracle ParkwayRedwood ShoresCA94065Enterprisehttp://www.oracle.com
Oracle Corp.Company
Revenue
Industry
Acct Status
Employees
Address
City
State
ZIP
Audience
Website
Prospect
Push winning data set to hidden fields
Company Name Autocomplete
Email Domain Check
©2015 Copyright Demandbase, Inc. Demandbase Confidential.
Measure: AGAIN!
Are you on your way to achieving your business goals?
If not, why? If so, Is it time to
expand the program to the next segment?
©2015 Copyright Demandbase, Inc. Demandbase Confidential.
Overall Strategy and Plan Identified and align stakeholders Establish and agree to target account
list and key segments Align all marketing teams on account-
based approach Implement ABM across marketing,
throughout the funnel Expand to more segments
Execute, Measure and Continually
Refine!
