Account Based Marketing + Account Based Sales = Account Based Everything
Putting Account-Based Marketing To Work In 2015
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Transcript of Putting Account-Based Marketing To Work In 2015
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Demandbase: @Demandbase
Shari Johnston: @shariajohnston
Megan Heuer: @megheuer
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#SPS2014
Panelists!MODERATOR:
Megan Heuer Vice President and Group Director
SiriusDecisions
Kim Zimmermann, Managing Editor, Demand Gen Report
Shari Johnston, Sr. Director of Integrated MarkeLng
Demandbase
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Why Account-Based Marketing?
• Ensures attention is given to top prospects/customers • Defines growth and timing based on account specifics
• More efficient with a defined universe • Delivers on their target accounts
• Linked to greater customer satisfaction and retention • Customers experience less noise, respond at higher rates to more
relevant outreach
Focuses on Best Opportunities
Supports Sales Reality
Delivers Customer-Centric Experience
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MARKETING SALES
Conversation Before ABM
Marketing isn’t supporting us
We delivered 1,238 MQLs this quarter.
+27% above goal!”
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Conversation After ABM
MARKETING SALES
We reached 50% of your target accounts this quarter and
contributed $12.6M in pipeline within those accounts
And we closed 15 marketing
generated opps
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Megan Heuer Vice President and Group Director
Putting Account-Based Marketing to Work in 2015
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R: 97 G: 99 B: 101
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What You’ll Learn Today
• What is account-based and why are so many companies doing it? • How do you attract and engage your dream accounts? • How should you work with sales in an account-based model, from
planning to pipeline acceleration? • Why must account-based marketing must include targeted lifecycle
management? • What are examples of successful Account-Based Marketing in action?
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R: 0 G: 51 B: 89
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R: 204 G: 214 B: 222
R: 122 G: 184 B: 0
R: 189 G: 220 B: 128
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R: 0 G: 115 B: 207
R: 128 G: 185 B: 231
R: 204 G: 227 B: 245
R: 99 G: 177 B: 229
R: 177 G: 216 B: 242
R: 204 G: 227 B: 245
R: 97 G: 99 B: 101
R: 176 G: 177 B: 178
R: 223 G: 224 B: 224
R: 224 G: 82 B: 6
R: 240 G: 169 B: 131
R: 249 G: 220 B: 205
R: 240 G: 171 B: 0
R: 248 G: 213 B: 128
R: 252 G: 238 B: 204
What You’ll Learn Today
• What is account-based and why are so many companies doing it? • How do you attract and engage your dream accounts? • How should you work with sales in an account-based model, from
planning to pipeline acceleration? • Why must account-based marketing must include targeted lifecycle
management? • What are examples of successful Account-Based Marketing in action?
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Quick Review: What is ABM?
12
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R: 122 G: 184 B: 0
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R: 0 G: 115 B: 207
R: 128 G: 185 B: 231
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R: 99 G: 177 B: 229
R: 177 G: 216 B: 242
R: 204 G: 227 B: 245
R: 97 G: 99 B: 101
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ABM Is The Future of Marketing: Targeted, Relevant, Efficient
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R: 99 G: 177 B: 229
R: 177 G: 216 B: 242
R: 204 G: 227 B: 245
R: 97 G: 99 B: 101
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Large Account
• Very small number of large existing or targeted accounts
Named Account
• Moderate or large number of defined existing or targeted accounts
Customer Lifecycle
• Moderate or large number of existing customers that receive differentiated outreach
Industry/Segment • Any number of new or existing accounts in
the same vertical or other specific segment
Four Types of Account Based Marketing
Account-Based Models
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R: 0 G: 51 B: 89
R: 128 G: 153 B: 172
R: 204 G: 214 B: 222
R: 122 G: 184 B: 0
R: 189 G: 220 B: 128
R: 228 G: 241 B: 204
R: 0 G: 115 B: 207
R: 128 G: 185 B: 231
R: 204 G: 227 B: 245
R: 99 G: 177 B: 229
R: 177 G: 216 B: 242
R: 204 G: 227 B: 245
R: 97 G: 99 B: 101
R: 176 G: 177 B: 178
R: 223 G: 224 B: 224
R: 224 G: 82 B: 6
R: 240 G: 169 B: 131
R: 249 G: 220 B: 205
R: 240 G: 171 B: 0
R: 248 G: 213 B: 128
R: 252 G: 238 B: 204
© 2013 SiriusDecisions. All Rights Reserved 15
ABM Helps Focus the Marketing Portfolio on Growth Sources
Large Accounts
Named / Industry
Accounts
Customer Marketing
Broad-Based (Non-
named, Midmarket,
SMB)
What share of growth is expected from your largest customers?
How critical are retention support and advocacy? What share of growth is expected from cross/
upsell? Who supports non-selling interactions?
How much of sales has open territory focus? What volume
of demand do they need? How are conversion rates?
How much of sales knows which accounts they must
focus on? How much is net-new vs. existing customers? How prepared are they for
new offerings, buyers?
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SiriusPerspective: B-to-b buyers want to engage with online and other marketing channels, and sales needs insight into what their accounts are doing.
16
ABM Supports Reality of B-to-B Buyer Needs and Preferences
① Loosening of the Status Quo
Vendor Selection
Phase
Solution Phase
Education Phase
② Committing to Change
③ Exploring Possible Solutions
④ Committing to a Solution
⑤ Justifying the Decision
⑥ Making the Selection Sales
Marketing Is involved in
Buyer’s Journey at all stages
because of buyer
preference for content and online interaction
Sales needs
visibility into all account and contact activity to accelerate
buying
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© 2014 SiriusDecisions. All Rights Reserved
17
Where Broad-Based Efforts Lose the ABM Advantage
“The messaging didn’t resonate with this buyer”
“I assumed they already knew
about our company…”
“I thought we were targeting the right contacts…”
“Why didn’t our existing contacts
help us in the new buying center?”
“We don’t have enough relevant
examples to demonstrate we
can help”
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How To Attract and Engage Your Dream Accounts
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R: 0 G: 115 B: 207
R: 128 G: 185 B: 231
R: 204 G: 227 B: 245
R: 99 G: 177 B: 229
R: 177 G: 216 B: 242
R: 204 G: 227 B: 245
R: 97 G: 99 B: 101
R: 176 G: 177 B: 178
R: 223 G: 224 B: 224
R: 224 G: 82 B: 6
R: 240 G: 169 B: 131
R: 249 G: 220 B: 205
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Step 1: Define What Exactly “Dream Accounts” Are
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© 2014 SiriusDecisions. All Rights Reserved
20
Step 2: Determine How Much You Know About These Accounts
If you’re going to invite them to the party, you need to be able to reach them.
• Are they in your prospect database?
• Are they current customers of your organization?
• Where will you turn to acquire or update the list?
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© 2014 SiriusDecisions. All Rights Reserved
21
Step 2 (Cont’d). Opportunity Definition as Magical Time Saver
ACCOUNT NAME INDUSTRY
PERSONA/ROLE
OPPORTUNITY STAGE
BUYING CENTER PRIMARY SOLUTION
Account 1 Aerospace CIO/ Head of IT Solution BU 1 Product A
Account 1 Aerospace CFO Solution BU 1 Product A
Account 1 Aerospace Business Analyst Education BU 1 Product A
Account 1 Aerospace Enterprise Architect Education BU 1 Product A
Account 1 Aerospace Enterprise Architect Education BU 1 Product A
Account 24 Aerospace CIO/ Head of IT Selection BU 1 Product A
Example: Sample data pulled from account insights to code and group similar opportunities for easier identification across multiple plans.
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© 2014 SiriusDecisions. All Rights Reserved
22
Step 3. Use What You Know To Make a Plan
Our organization and products
The tactics we love to use
The accounts and buying centers we want
to target
Say Goodbye To The Bad Old Days of Marketing Planning
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© 2014 SiriusDecisions. All Rights Reserved
23
Step 3. Use What You Know To Make a Plan
The tactics that should be used
The target audience within accounts our business needs to
address
Who or what is most influential on its
decisions
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R: 128 G: 153 B: 172
R: 204 G: 214 B: 222
R: 122 G: 184 B: 0
R: 189 G: 220 B: 128
R: 228 G: 241 B: 204
R: 0 G: 115 B: 207
R: 128 G: 185 B: 231
R: 204 G: 227 B: 245
R: 99 G: 177 B: 229
R: 177 G: 216 B: 242
R: 204 G: 227 B: 245
R: 97 G: 99 B: 101
R: 176 G: 177 B: 178
R: 223 G: 224 B: 224
R: 224 G: 82 B: 6
R: 240 G: 169 B: 131
R: 249 G: 220 B: 205
R: 240 G: 171 B: 0
R: 248 G: 213 B: 128
R: 252 G: 238 B: 204
© 2013 SiriusDecisions. All Rights Reserved 24
Step 4. Put Technology to Work to Scale ABM Efforts
Engage
Dynamic Display
Advertising è
ç Account Identification
ç Behavioral Testing and Targeting è
ç Dynamic Web and Landing Pages è
Attract
WCO Tools
Convert
Dynamic Forms
Real-Time Data
Appending
The Funnel of Opportunity
Insights Delivered to Sales
Outbound Marketing
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How to Work With Sales Using ABM
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© 2014 SiriusDecisions. All Rights Reserved
26
What Sales Thinks Marketing Doesn’t Understand
“If a marketer came to me and said ‘we want to help with your big accounts,’ I’d be cautiously pessimistic.”
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R: 0 G: 51 B: 89
R: 128 G: 153 B: 172
R: 204 G: 214 B: 222
R: 122 G: 184 B: 0
R: 189 G: 220 B: 128
R: 228 G: 241 B: 204
R: 0 G: 115 B: 207
R: 128 G: 185 B: 231
R: 204 G: 227 B: 245
R: 99 G: 177 B: 229
R: 177 G: 216 B: 242
R: 204 G: 227 B: 245
R: 97 G: 99 B: 101
R: 176 G: 177 B: 178
R: 223 G: 224 B: 224
R: 224 G: 82 B: 6
R: 240 G: 169 B: 131
R: 249 G: 220 B: 205
R: 240 G: 171 B: 0
R: 248 G: 213 B: 128
R: 252 G: 238 B: 204
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Critical Success Factors for Account-Based Marketing
Expected
Sales must buy in to what’s developed
Don’t take actions without permission
from sales reps
Self-Service
Make accessible via regularly used tools
and process
Provide prompts to indicate when ABM
should help
Buyer-Focused
Avoid sensitivity by defining buying
issues, not sales blame
Focus on customer feedback to define
what’s needed
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© 2014 SiriusDecisions. All Rights Reserved
28
What Not To Do: Ask Already-Busy Resources For More
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R: 122 G: 184 B: 0
R: 189 G: 220 B: 128
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R: 0 G: 115 B: 207
R: 128 G: 185 B: 231
R: 204 G: 227 B: 245
R: 99 G: 177 B: 229
R: 177 G: 216 B: 242
R: 204 G: 227 B: 245
R: 97 G: 99 B: 101
R: 176 G: 177 B: 178
R: 223 G: 224 B: 224
R: 224 G: 82 B: 6
R: 240 G: 169 B: 131
R: 249 G: 220 B: 205
R: 240 G: 171 B: 0
R: 248 G: 213 B: 128
R: 252 G: 238 B: 204
© 2013 SiriusDecisions. All Rights Reserved 29
Marketer’s Checklist For ABM Collaboration With Sales
What’s the real issue with sales and marketing
alignment: Time? Trust?
Communication? Proof?
Does Sales know they’re still in charge of the accounts? Do they know and
believe marketers can help?
Has marketing been trained on sales planning and opportunity management methodology?
Is sales leadership and management bought in to getting ABM
help?
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Why ABM Must Include Customer Lifecycle Support
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© 2014 SiriusDecisions. All Rights Reserved
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SiriusPerspective: Customer Experience: Key to Retention and Demand
1 Time
Leve
l of C
usto
mer
Inte
ract
ion
1. AWARENESS 2. CONSIDERATION 3. PURCHASE 4. OWNERSHIP 5. REPURCHASE
2
3
4
5 The result of this…
…determines the height of this
SiriusPersective: Without insights into what happens after customers buy and a plan to make customers successful, it’s harder to deliver an experience that supports growth.
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© 2014 SiriusDecisions. All Rights Reserved
32
Customer Experience Is The New Demand Creation
89 percent of CXOs say their perception of a vendor’s brand moderately to significantly influences their short-list creation. 80 percent of a CXO’s final decision is based on their own or others’ experience with your company 75 percent of a CXO’s research is done via personal interactions and viral communication networks
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33
SiriusPerspective: ABM Requires a Complete Customer-Centric View
Education Phase Target and Attract: Target Definition, Inbound ID, Outbound, Optimization
Convert and Close: Sales Demand Support, Pipeline Acceleration
A holistic approach to ABM accounts for necessary actions pre- and post-sale, because if target accounts are already customers, relationship context is key.
Solution Phase
Selection Phase
Deliver Phase
Engage and Enthuse: Engagement, Lifecycle Nurture, Advocacy Activation
Develop Phase
Retain Phase
Grow Phase 2 Customer
Lifecycle
1 Buyer’s Journey
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R: 0 G: 51 B: 89
R: 128 G: 153 B: 172
R: 204 G: 214 B: 222
R: 122 G: 184 B: 0
R: 189 G: 220 B: 128
R: 228 G: 241 B: 204
R: 0 G: 115 B: 207
R: 128 G: 185 B: 231
R: 204 G: 227 B: 245
R: 99 G: 177 B: 229
R: 177 G: 216 B: 242
R: 204 G: 227 B: 245
R: 97 G: 99 B: 101
R: 176 G: 177 B: 178
R: 223 G: 224 B: 224
R: 224 G: 82 B: 6
R: 240 G: 169 B: 131
R: 249 G: 220 B: 205
R: 240 G: 171 B: 0
R: 248 G: 213 B: 128
R: 252 G: 238 B: 204
Combine Opportunity and Relationship Views For Planning
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Acc
ount
Gro
wth
Pot
entia
l
Quadrant 4
“Testing Ground”
Quadrant 1
“Stretch”
Quadrant 2
“Right To Win”
Quadrant 3
“Likely Targets”
Sig
nific
ant
Non
e S
ome
Current Status of Relationship Positive None Neutral
© 2013 SiriusDecisions. All Rights Reserved
Where would target accounts be on this matrix?
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Examples of Account-Based Marketing
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• We have built and interconnected a digital marketing ecosystem that is closely integrated with our CRM system
• This ecosystem combines proactive research with company-level “surround sound” IP-based advertising and nurture with lead generation campaigns and highly focused marketing activities specifically crafted for individuals within any given business
• The outbound marketing tools are complemented by deep analytics
• At its core sits our ABM Insight Platform • Together, they enable B2B2i
CSC ABM Ecosystem Built for B2B2i
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CSC.com home page personalization (at company level)
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ABM at work at Demandbase
Identify the right accounts
Market to those accounts
Measure by accounts
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Account-Based Field Campaigns
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Account-Based Digital Campaign
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Account-Based Analytics
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Demandbase ABM Results
Funnel Velocity ASP Close Rate
Enterprise 7% +26% +75%
Mid Market 4% +5% +10%
Advertising -16% +72% +21%
Key Results: -Close rate for the Demandbase Enterprise team has a 75% higher close rate for target accounts than non-target accounts -Average sales price for the Enterprise and Advertising team are 26% and 72% higher respectively.
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Questions? #B2BMarketing @Demandbase @megheuer @shariajohnston
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#SPS2014
Submit Your Questions!
• Download this white paper. • View our podcast. • Take our assessment • …
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#SPS2014
Q&A // Panelists!MODERATOR:
Megan Heuer Vice President and Group Director
SiriusDecisions
Kim Zimmermann, Managing Editor, Demand Gen Report
Shari Johnston, Sr. Director of Integrated MarkeLng
Demandbase
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#SPS2014
Thanks for attending this session!!
Make sure to aBend the next session in the Strategy & Planning Series:
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