abm: the revolution continues

Megan Heuer

Vice President of Research

ABM: The Revolution Continues

© 2016 SiriusDecisions. All Rights Reserved

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How Much Can Change in B-to-B In One Year? A lot.

ABM in 2015 ABM in 2016


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What We’ll Cover Today

• Findings from SiriusDecisions 2016 State of Account-Based Marketing (ABM) Study

• Insights on the Future of ABM • Tips for Staying On Course With ABM Deployment • Questions


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What Is ABM?

strategic approach

defined accounts

relevant valuableSource: SiriusDecisions


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2016 State of Account-Based Marketing: Demographics

200+ b-to-b companies participated in 2016 study

•  60% less than $250 million annual revenue •  40% $251 million+ / 16% $2.1 Billion+ Revenue size

•  60% software •  28% services (professional, tech or information) Primary industries

•  58% enterprise (1,000+ employees) •  35% mid-size (101 – 1,000 employees) Target customer size

•  58% direct sales force •  18% inside sales Sales channels

SiriusPerspective:


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Types of ABM Deployed in 2016 vs. 2015 There’s no single type of ABM; companies can choose one or more

types based on their target marketers and go-to-market model.

Account-Based Models

Large Account 1:1

Named Account 1:Few/Many

Industry/Segment 1:Few/Many

Customer Lifecycle Moderate or larger number of existing customers that receive differentiated outreach

Customer Lifecycle 1:Few/Many

one-to-one one-to-few/many

69% 82%

22% 18%

50% 57%

62% 75%

2016

20

15


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ABM Race Is On: Seven Success Factors For 2016

What do ABM and sailboat racing have in common? To do them well, both require:

1. Confidence 2. Money 3. Commitment 4. Skills 5. Technology/

Services 6. Strategy 7. Teamwork


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Is It Smooth Sailing or Rough Seas Ahead for ABM?


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ABM in 2016: The Case For Smooth Sailing Ahead

87%

71%

27%

Companies who said ABM is “extremely” or “very” important to overall marketing efforts in 2016.

Companies investing between 11% and 30% of marketing budget in ABM (up from 19% in 2015)

Companies with staff fully or partially dedicated to ABM (up from 68% in 2015)

Confidence

Commitment

SiriusPerspective:


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Planned Overall ABM Investment – Next 12 Months Fully 73 percent of b-to-b companies say they’re investing more

money in 2016 compared to their 2015 investment.

20% 52% 21%

$

“About the same”

“Greater than last year”

“SIGNIFICANTLY greater than last year” Money


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Marketers Are Building ABM Capabilities Fast in 2016

Skills

62% of companies said their marketers have the skills they need to be successful with ABM + Up from 53% in 2015


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Technology Use For ABM Remains High In 2016

•  80% salesforce automation down from 81% •  74% marketing automation up from 67% •  62% account-based advertising up from 54% •  57% web analytics tools up from 46% •  52% web optimization/personalization up from 43% •  37% social media monitoring tools up from 33% •  27% use predictive analytics tools (no 2015 data)

Marketers are Using

Technology to Deliver and Scale

ABM

2016 2015


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More Help Is On The Way: 2016 Technology Investment

58 percent of companies plan to invest in services or technology for ABM in 2016

• 68% Account-based advertising up from 54% • 35% Marketing automation platform down from 41% • 31% Sales force automation/CRM down from 32% • 31% Web analytics tools up from 29% • 31% Web site personalization down from 37% • 25% Predictive analytics tools up from 24% • 20% Customer intelligence mgmt/survey tools up from 17% • 20% Social media monitoring tools up from 15%

Top Planned

ABM Technology Investments

in 2016

2016 2015


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More Help Is On The Way: 2016 Services Investment

58 percent of companies plan to invest in services or technology for ABM in 2016

•  44% Custom third-party account/contact info sources up from 32% •  37% Agency for ABM support (e.g., content, messaging) up from 23% •  30% Predictive analytics services (no 2015 data) •  28% Third-party content development up from 3% •  24% Third-party teleprospecting (no 2015 data) •  23% Third-party social media services up from 10%

Top Planned 2016 ABM Services

Investments


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Clear Goals In Place for ABM Success in 2016

Top 3 Goals Marketers Report for ABM

1.  Increased revenue/bookings 2.  Increased pipeline 3.  Higher quality leads

Strategy (or part of it, anyway)


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ABM in 2016: Signs of Potential For Rough Seas?

•  Commitment Will Companies Continue With ABM Long Enough to Create Results and Change Culture?

•  Strategy Does Marketing Consider ABM The “Shiny New Object” Tactic and Not As Transformational? •  Teamwork Has Alignment With Sales Suffered In the Interest of Fast Deployment?

?


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ABM in 2016: Signs of Potential For Rough Seas?

42%

20%

Companies who have had an ABM program in place for less than six months Same as 2015

Companies who say they have had a full program in place for more than a year Same as 2015

Strategy?

Commitment?

68% Marketers who say they work with sales to define account goals and plans Down from 73% in 2015

Teamwork?


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Teamwork Is Essential And Requires Sales Partnership

Good: Marketing and Sales In The Race For Growth Together

Not So Good: Marketing Goes It Alone (And Ends Up In Trouble)


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Tight Sales Alignment Lost Ground For ABM In 2016

!

!


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Marketing Must Stay Aligned With Sales to Win at ABM

How Does Sales Participate in ABM Efforts?

!


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Stay The Course: ABM Results Are Not Easy But Worth It


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Best News For ABM in 2016: Evolution of Measurement % of companies using metric to track ABM

Top 10 ABM Metrics 2016 2015 Feedback on ABM from internal stakeholders 76% 34% Number of closed deals touched by marketing 66% 61% Number of leads touched by marketing 61% 42% Participation in marketing activities from ABM accounts, 61% 25% Number of new contacts identified for ABM accounts 58% 33% Response rates to marketing outreach from ABM accounts 57% 48% Number of leads identified by marketing in ABM accounts 55% (no change) Online activity from ABM accounts 53% 39% Events held for account-based efforts 53% (no 2015 data) Content developed for account-based efforts 53% (no 2015 data)


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ABM Programs Continue To Deliver Results In 2016

Feedback from internal stakeholders (e.g. sales, product) 44% Number of leads touched by marketing in ABM accounts 27% Number of closed deals touched by marketing in ABM accounts 25% Account-based marketing plans in place for target accounts 23% Online activity (e.g., web visits) from ABM accounts 22% Account planning process in place 20% Number of new contacts identified for ABM accounts 20% Account selection process in place 19% Events held for account-based efforts 18% Participation in marketing activities from ABM accounts 17%

ABM Metric Percent of Companies Who Saw Improvement

Top 10 ABM Metrics Where Companies Reported Improvement in 2016

Thank You! @megheuer @siriusdecisions www.siriusdecisions.com