Download - Keynote B2B Marketing Forum 2017: Account Based Marketing

EXPERIENCES FROM VENDEMORES +150 FORTUNE 2000 CLIENTS AND HOW WE SET IT UP AT CLIMEONCARL BERGLUND – SALES MANAGER (STEEL INDUSTRY) AT CLIMEONFORMER SALES DIRECTOR/GLOBAL ACCOUNT MANAGER AT VENDEMORE

ABM TO TURN CLIMATE CHANGE AROUND?

[email protected]@cberglundABM

mailto:[email protected]

TODAY

1. ABM learnings from +150 Fortune 2000 companies using Vendemore

2. Climate change and renewable energy

3. How Climeon works with ABM now and later



PART 1:ABM-LEARNINGS FROM +150 FORTUNE 2000 COMPANIES USING VENDEMORE




CUSTOMERS WE HAVE OBSERVED

+150 Fortune 2000 companies. +300 B2B tech companies in total.

@cberglundABM



1. Change

2. Consensus

3. Trust

DIFFERENCE BETWEEN COMPLEX AND TRANSACTIONAL SALES



Challenge: How do you reach all the people that make or influence the decision?

How many people influence the decision? How many people know of you?

How many people have you met?

How many people know what you stand for? How many people believe you are the best?

How many people will favour you?

LACK OF ACCESS



1. IS ABM FOR YOU?

Do you have a complex or transactional sales

process…or both?



EXISTING REVENUE

POTENTIAL REVENUE

SIMILAR REVENUE

SALES RECOURCES

GENERAL B2B MARKETING

ACCOUNT BASED MARKETING

€

Top 25 Next 50 Next 100

Clients

WHERE DOES ABM FIT?



How many of your customers represent 80% of your

total revenue?

How many of those can buy more from you?

2. WHERE DOES ABM FIT?



ACCOUNT BASED MARKETING...…is a customized selection of marketing activities to help sales overcome their challenges and to pursue a common goal -> REVENUE


http://vendemore.com/





1. Strategic ABM

2. Industry Specific ABM

3. List Based Marketing

THREE TYPES OF ABM



VENDEMORE ACCOUNT BASED MARKETING

A powerful campaign delivered through the worlds media to an audience within a company







MEDIA COVERAGE – OVER 1.000.000 PUBLISHERS

...but only seen by employees in the selected organisations…

@cberglundABM



CONTENT EXAMPLE – EARNED MEDIA…AND CROSS MEDIA@cberglundABM


PART 2:CLIMATE CHANGE AND RENEWABLE ENERGY



CO2 IN THE AIR

https://www.linkedin.com/pulse/can-we-turn-global-warming-around-how-christopher-engman-

THE REALITY IN ~200 YEARS…

https://www.linkedin.com/pulse/can-we-turn-global-warming-around-how-christopher-engman-

DO DATA CENTERS AFFECT THE CLIMATE?

“We have entered a new era of innovation in how we power and cool data centers,

one of the fastest-growing users of energy and water in today’s digital economy” Jakob Carnemark, CEO Aligned Energy

CLIMEON TURNS WASTE HEAT INTO PROFIT

Typically 70-120ºC

Hot Water

Typically 5-35ºC

Cold Water

Clean Electricity



TODAY

1. Climate change and renewable energy

2. ABM-learnings from 150+ Fortune 2000 companies using Vendemore

3. How Climeon works with ABM now and later



PART 3 OF 3:HOW CLIMEON WORKS WITH ABM NOW AND LATER- MAKING AN IMPACT ON CO2 FASTER



COUNTRIES, SEGMENTS AND ACCOUNTS

UK Germany Italy USA India Japan Poland

Marine

Steel

Cement

Power

• 10-50 accounts per segment representing +80% of the potential revenue• Focus 40-200 accounts world wide• Example account: Tata Steel, pilot 6-7 units, full site 70 units ->

5 sites = 350 units á 350.000 Euros ->More than 100 Million Euros.

ACCOUNTS AND STAKEHOLDERS (80%)

Target accounts per segment:

1. Marine - 7

2. Steel - 10

3. Cement - 12

4. Power - 30

Stakeholders per account: 2-5 key contacts + 100-150 influencers

Total: 59 accounts, 100-300 key contacts, 6.000-9.000 influencers



ACCOUNT BASED MARKETING BUILDING BLOCKS

• ABM advertising (Vendemore) – Marketing & Sales

• Sponsored targeted LinkedIn posts (more narrow targeting but not possible to blend per account) – Marketing & Sales

• Sponsored targeted Facebook posts (least important of the “advertising” options) - Marketing

• Personalized web and content (Freya News) – Marketing & Sales

• Letters, Emails, InMails, Calls, Physical DM – Sales & Marketing

• LinkedIn Beeswarming - Sales

• Lunch and learn – Sales



HOW WE STARTED – ABM VERSION 1.0

One segment / One “top” sales rep / Few target accounts

• Marine: 9 target accounts (first deal to cold acc), 3 more segments now

• Baseline: Vendemore ABM (more ABM components in V2)

• Main challenges: Many buying centers, geographically spread out, big amounts and risks, unproven vendor, unproven technology (lack of access and lack of trust)

-> Focus on “Trust” messaging + influence many people in each account



Virgin Deal WWF Award

Smart Energy Shipping

Heat Power Intro Video

Marine Ind Sust Future JL LinkedInF&S Report

Climeon Idea




Situation

Target industry: Oil & Gas

Target accounts: 4

Challenge before using Vendemore

18 months of stagnation…after trying multiple activities such as TM, Email,

LinkedIn, Twitter, Industry specific magazines

VENDEMORE CASE STUDY (SOFTWARE COMPANY)



ABM approach

• Improved sales & marketing alignment (commitment + mutual goal)

• Industry specific page on the website

• Changed content/message strategy:

1. Started to address industry/account specific pain points (not benefits)

2. Industry specific case studies / references

3. Market leadership

• The above content/message strategy were used by both marketing and

sales in all channels




Result & ROI

• In 6 months they had ongoing conversations with all 4 accounts

• After 9-12 months they had created sales defined opportunities in all 4

accounts

• Increased pipeline revenue of £3.0M (and growing…)

• Investment £100,000 = 30 x investment



KEY TAKE AWAYS1. Do you have a complex or transactional sales process…or both?

2. How many of your customers represents 80% of the revenue?

3. Sales & Marketing alignment

4. Start small -> One segment / One top sales rep / Few target accounts

5. Grow ABM in five steps (and don’t stress):1. Vendemore or similar for advertising (start with the top accounts in the top segment)

2. Add segments and complement with LinkedIn and/or Twitter and/or Facebook

3. Add very customized Letters, Emails and InMails

4. Add Freya News or similar for personalizing the website and to enable social sharing at scale (not covered today)

5. Have the senior sales people do Enterprise Social Selling (not covered today) https://www.linkedin.com/pulse/social-selling-b2b-companies-doing-large-deals-engman-


https://www.linkedin.com/pulse/social-selling-b2b-companies-doing-large-deals-engman-


Download - Keynote B2B Marketing Forum 2017: Account Based Marketing

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