Top 6 Considerations for ABM in 2018
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Transcript of Top 6 Considerations for ABM in 2018
EXPERT ABM
#ExpertABM
SECRETS TO SUCCESS
Top 6 Considerations for your 2018 ABM Strategy
© 2017 DEMANDBASE|SLIDE 2
TODAY’S PRESENTERS
Jessica FewlessVP ABM Strategy, Field & Channel Marketing@jfewlessB2B
Emily WingroveSr. Manager, ABM Education & Training@EmilyMariaaa
#ExpertABM
§ How do I align everyone on a definition of ABM?§ What is the fundamental structure I need in place for success?§ What size should our Target account list be?§ How do I budget for ABM?§ What technology do I need to support my strategy?§ How do we demonstrate success when we have a 6+ month sales cycle?
Has 2018 Planning left you asking any of these questions?
© 2017 DEMANDBASE|SLIDE 4
Good news is, you’re BOTH right! ABM is a comprehensive demand generation strategy that actually covers BOTH approaches!
I’m in charge of “ABM” next year. But my sales team thinks ABM is a strategic account strategy. I think it is a broader demand gen strategy. How do I get us on the same page?
-VP, Field Marketing
© 2017 DEMANDBASE|SLIDE 5
ABM IS A COMPREHENSIVE DEMAND GEN STRATEGY
§ Select your approaches to match:§ Revenue Goals§ Business Objectives§ Strategic Initiatives§ Business Model§ Budget Optimization
1:1
1:Few
1:Many
Each tier provides different value to the business
© 2017 DEMANDBASE|SLIDE 6
ABM is a team sport – Marketing, Sales and Operations. So you need to have those three functions in regular communication to ensure success!
We’re just getting started with ABM and I’m struggling with the structure I need to have in place to ensure success. What is the fundamental team I need to assemble to get this off the ground?
-VP, Growth Marketing
© 2017 DEMANDBASE|SLIDE 7
ABM IS A TEAM SPORT!
MarketingOperationsSales
Senior leaders in…
Build Your ABM Leadership Team
© 2017 DEMANDBASE|SLIDE 8
CENTRALIZED ACCOUNT-BASED MARKETING
Small and mid-size companies with ABM at the foundation of the overall marketing strategy.
§ Leverages economies of scale.§ Consistency across target accounts.
§ Harder to customize customer experiences.
§ Multiple points of contact for sales and account reps.
BEST FOR
PROS
CONS
CMO
Field Marketing
Demand Gen
ProductMarketing
MarketingOperations
CustomerMarketing
MOST marketing is full-funnel
ABM focused
© 2017 DEMANDBASE|SLIDE 9
ACCOUNT-BASED MARKETING AS A SHARED SERVICE
Technology & DataTarget Account Lists
Web OperationsABMA Programs
Analytics & Reporting
DecentralizedABM Team
Field marketingRegional marketing
Business unit marketingSegment marketing
DivisionalMarketing
DivisionalSales
Sales developmentRegional sales
Business unit salesSegment sales
Large and mid-size companies that want a hybrid between economies of scale and divisional ABM expertise.
§ Leverages some economies of scale.§ Some consistency and customization
across divisions.
§ May be hard to serve all divisions equally.
§ Rollouts are dependent on divisional resources.
BEST FOR
PROS
CONS
© 2017 DEMANDBASE|SLIDE 10
AUTONOMOUS ABM FUNCTIONS BY BUSINESS UNIT
BusinessUnit 1 GM
Business Unit 2 GM
BusinessUnit 3 GM
Head of MarketingBusiness Unit 1
ABM Team
Head of MarketingBusiness Unit 2
Head of MarketingBusiness Unit 3
Other Team
Other Team
Other Team
ABM Team
Other Team
Other Team
Other Team
ABM Team
Large companies with significant differences between the target accounts in each business unit.
§ High customization based on business unit needs.
§ Dedicated resources based on business unit needs.
§ Harder to achieve corporate consistency.
§ Silos limit learning and sharing experience.
BEST FOR
PROS
CONS
© 2017 DEMANDBASE|SLIDE 11
CENTRALIZED ABM WITH SEGMENT OR BUSINESS UNIT MATRIX
ABM Programs
Business Unit 1 GM
Business Unit 2 GM
OtherMarketing
OtherMarketing
Segment ABM
Segment ABM
Segment Marketing
Segment Marketing
Segment Marketing
Segment Marketing
Head of MarketingLarge, matrixed companies that want a hybrid between consistency and customization.
§ Centralized team maintains consistency.
§ Divisional teams have some flexibility to customize.
§ Customization limited by centralized decision making.
§ Harder to align divisional teams with differing priorities.
BEST FOR
PROS
CONS
© 2017 DEMANDBASE|SLIDE 12
ORGANIZING AROUND ABM CAMPAIGNS AND PROJECTS
Team 1
Big industry event
Targeted lead-gencampaign
Customer casestudy project
Direct mail campaign
Win-back campaign
Team 2 Team 3 Team 4Head of ABM Large and mid-sized companies with a
focus on innovation and achieving highly customized short-term customer experiences.
§ Highly creative, customized campaigns.
§ Focus and flexibility drives excellence.
§ More difficult to achievelong-term results.
§ Economies of scale are difficultto achieve.
BEST FOR
PROS
CONS
© 2017 DEMANDBASE|SLIDE 13
There are a number of factors that will help you size (and segment) your target account list, and the right answer for every company will be different!
So our company is committed to ABM next year, and we’ve got some great data to help inform our target account list, but we’re struggling with how big it should be? 200, 2000 or somewhere in between?
-Director, Demand Gen
© 2017 DEMANDBASE|SLIDE 14
START WITH YOUR TAM AND THEN FOCUS
§ TAM: All companies that could buy from you
§ TARGET MARKET: Accounts that are suitable clients – meet your ICP
§ TARGET ACCOUNT LIST: Our focus of XXXX accounts – XX accounts per sales rep, and those showing buying intent
§ AE TOP ACCTS: Top XX% of the Target Account List that is the primary focus for Sales & Marketing
§ OPPORTUNITY: Any account that is engaged in a Sales Cycle –MQL+
TAM
Target Market
Target Accts
AE Top Accts
Opportunity/Customers
© 2017 DEMANDBASE|SLIDE 15
LEVERAGE DATA AND FIELD KNOWLEDGE TO BUILD THE LIST
It’s always collaborative!
Secure Agreement from leadership
Verify & Iterate with sales
Update at regular intervals
Build an initial list
4321
© 2017 DEMANDBASE|SLIDE 16
WHAT’S THE RIGHT LIST SIZE?
MARKETING CAPACITY
Things to consider:
© 2017 DEMANDBASE|SLIDE 17
The first question you should ask about any program you are thinking about addition to your ABM strategy is “can I predictably and reliably get to my Target Account List”. When that answer is “yes”, then put it in your budget.
We know that our budget allocations will be different with an ABM approach, but we’re not really sure how to think about it or what those differences will be?
-Director, Demand Gen
© 2017 DEMANDBASE|SLIDE 18
PUT THE TARGET ACCOUNT LIST TO WORK
Can we sponsor just the events that attract our target accounts AND
will give us a speaking slot?Fewer events; greater ROI
Can we personalize our website to deliver relevant content and keep
target accounts on our site longer?Optimize for the 15%
TARGET ACCOUNT LIST
EVENTS DIGITAL CAMPAIGNS
How can we engage customers and speed the pathway to upsell and renewal?
Expand customer relationships
CUSTOMER MARKETING FIELD MARKETING
Which regions contain the highest concentration of target accounts?
Set the strategy; don’t be reactive
© 2017 DEMANDBASE|SLIDE 19
TAM Marketing Overview
§ TAM: $§ Tactics: National tradeshows, webinars, videos,
infographics and ebooks
§ TARGET MARKET: $§ Tactics: TAM tactics + nurture campaigns,
segment personalization, Corporate Event
§ TARGET ACCOUNT LIST: $$§ Tactics: TARGET tactics + Contact Acquisition +
Advertising, Discounts to events
§ AE TOP ACCTS: $$$§ Tactics: TARGET ACCOUNT tactics + Direct
Mail, Field Activities like VIP Dinners, High Value/High Touch offers
§ OPPORTUNITY: $$$$§ Tactics: AE TOP ACCT tactics + First priority for
field programs, FREE offers for events, 1-off DM
$ = Spend per account. Shown for scale, not precision
TAM
Target Market
Target Accounts
AE Top Accts
Opportunity/ Customer
© 2016 DEMANDBASE # 20
RE-ALLOCATE RESOURCES
$222K / year for New ABM Programs & ABM Technologies
$465kFULL BUDGET
CONTENT SYNDICATION
WEBINAR SPONSORSHIPS
DIGITAL ADVERTISING
REGIONAL EVENTS
SAVING BY ABM APPROACH
$243kFULL BUDGET
Standard B2B Marketing Spend
ABM OptimizedSpend
© 2017 DEMANDBASE|SLIDE 21
While corporate efficiency and revenue impact are the ultimate goals of ABM, there are also interim metrics that indicate positive impact of an ABM strategy.
Our sales cycle ranges from 3 to 18+ months in length. How do we demonstrate success along the way?
-VP, Integrated Marketing
© 2017 DEMANDBASE|SLIDE 22
SALES TEAM CLOSE RATE ACV FUNNEL VELOCITY
Enterprise +217% +69% +35%
Mid Market +136% +23% +24%
Advertising +47% +12% +6%
CORPORATE EFFICIENCY
© 2017 DEMANDBASE|SLIDE 23
SDR TEAM EFFICIENCY
The quarterly pipe output of each SDR has tripled since the beginning of 2015
0.0
5.0
10.0
15.0
20.0
25.0
30.0
Q115 Q215 Q315 Q415 Q116 Q216 Q316 Q416*
Ave
rage
Pip
e C
ount
per
SD
R
BY THE NUMBERS
Inbound Reps: 2Outbound Reps: 11Pipe/Quarter/Rep: 24
Inbound: handle all inbound from non-DB3k accountsOutbound: handle inbound & outbound efforts for DB3k
© 2017 DEMANDBASE|SLIDE 24
MARKETING EFFICIENCY
2013 2014 2015 2016*0%
20%
40%
60%
80%
100%
PIPELINE GENERATED COST PER OPP
* CALCULATED FORFIRST HALF OF YEAR
Baseline
+50%
+150%
+250%
© 2017 DEMANDBASE|SLIDE 25
SALES EFFICIENCY
MQL SAL PIPELINE CLOSE
82%
49%
24%
96%
64%
42%
ñ17%
ñ51%
ñ75%
© 2017 DEMANDBASE|SLIDE 26
OTHER METRICS TO WATCH
§ Account Engagement§ Account Penetration§ Target Accounts on Website§ Conversion from Target Accounts
Think of these as indicators of your success
© 2017 DEMANDBASE|SLIDE 27
Good news is, you have an ABM strategy! So many companies make the mistake of buying technology in advance of a strategy, which leads to frustration and an inability to show ROI on the technology purchases!
We’ve got a basic strategy in place, but I can tell that we’re going to need some technology to scale our efforts and see the results we’re hoping for. Where do we start?
-Director, Marketing Ops
© 2017 DEMANDBASE|SLIDE 28
You cannot buy your way into an ABM strategy
ABM + TECHNOLOGY
© 2017 DEMANDBASE|SLIDE 29
BUT…TECHNOLOGY CAN HELP!
§ Infrastructure: how do you track and execute your ABM strategy?
§ Account Selection: how do you get the RIGHT list in place?
§ Engagement: how do you get a relevant message to your targets?
§ Sales Enablement: Marketing’s done their job, how do you make sure Sales gets it over the finish line?
§ Measurement: How do you know what’s working? What’s not? What’s next?
KEY TAKE AWAYS
• Set expectations around the goals of your ABM Strategy
• Get your leadership team in alignment around it
• Build a list that will satisfy your revenue goals but also not spread resources too thin
• Only engage in tactics that can reach that list
• The efficiencies realized are company wide
• Once you have a strategy, select technology to support your efforts
#ExpertABM
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