keynote b2b marketing forum 2017: account based marketing

Download Keynote B2B Marketing Forum 2017: Account Based Marketing

Post on 11-Apr-2017

82 views

Category:

Marketing

1 download

Embed Size (px)

TRANSCRIPT

  • 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?

    carl.berglund@climeon.com@cberglundABM

    mailto:carl.berglund@climeon.com

  • 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

    carl.berglund@climeon.com@cberglundABM

    mailto:carl.berglund@climeon.com

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

    carl.berglund@climeon.com@cberglundABM

    mailto:carl.berglund@climeon.com

  • carl.berglund@climeon.com@cberglundABM

    CUSTOMERS WE HAVE OBSERVED

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

    @cberglundABM

    mailto:carl.berglund@climeon.com

  • carl.berglund@climeon.com@cberglundABM

    1. Change

    2. Consensus

    3. Trust

    DIFFERENCE BETWEEN COMPLEX AND TRANSACTIONAL SALES

    mailto:carl.berglund@climeon.com

  • carl.berglund@climeon.com@cberglundABM

    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

    mailto:carl.berglund@climeon.com

  • carl.berglund@climeon.com@cberglundABM

    1. IS ABM FOR YOU?

    Do you have a complex or transactional sales

    processor both?

    mailto:carl.berglund@climeon.com

  • carl.berglund@climeon.com@cberglundABM

    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?

    mailto:carl.berglund@climeon.com

  • carl.berglund@climeon.com@cberglundABM

    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?

    mailto:carl.berglund@climeon.com

  • carl.berglund@climeon.com@cberglundABM

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

    mailto:carl.berglund@climeon.comhttp://vendemore.com/http://vendemore.com/http://vendemore.com/http://vendemore.com/

  • carl.berglund@climeon.com@cberglundABM

    1. Strategic ABM

    2. Industry Specific ABM

    3. List Based Marketing

    THREE TYPES OF ABM

    mailto:carl.berglund@climeon.com

  • carl.berglund@climeon.com@cberglundABM

    VENDEMORE ACCOUNT BASED MARKETING

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

    mailto:carl.berglund@climeon.comhttp://vendemore.com/http://vendemore.com/http://vendemore.com/http://vendemore.com/

  • carl.berglund@climeon.com@cberglundABM

    MEDIA COVERAGE OVER 1.000.000 PUBLISHERS

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

    @cberglundABM

    mailto:carl.berglund@climeon.com

  • carl.berglund@climeon.com@cberglundABM

    CONTENT EXAMPLE EARNED MEDIAAND CROSS MEDIA@cberglundABM

    mailto:carl.berglund@climeon.com

  • PART 2:CLIMATE CHANGE AND RENEWABLE ENERGY

    carl.berglund@climeon.com@cberglundABM

    mailto:carl.berglund@climeon.com

  • 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 todays digital economy Jakob Carnemark, CEO Aligned Energy

  • CLIMEON TURNS WASTE HEAT INTO PROFIT

    Typically 70-120C

    Hot Water

    Typically 5-35C

    Cold Water

    Clean Electricity

    carl.berglund@climeon.com@cberglundABM

    mailto:carl.berglund@climeon.com

  • 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

    carl.berglund@climeon.com@cberglundABM

    mailto:carl.berglund@climeon.com

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

    carl.berglund@climeon.com@cberglundABM

    mailto:carl.berglund@climeon.com

  • 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 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

    carl.berglund@climeon.com@cberglundABM

    mailto:carl.berglund@climeon.com

  • 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

    carl.berglund@climeon.com@cberglundABM

    mailto:carl.berglund@climeon.com

  • 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

    carl.berglund@climeon.com@cberglundABM

    mailto:carl.berglund@climeon.com

  • Virgin Deal WWF Award

    Smart Energy Shipping

    Heat Power Intro Video

    Marine Ind Sust Future JL LinkedInF&S Report

    Climeon Idea

    carl.berglund@climeon.com@cberglundABM

    mailto:carl.berglund@climeon.com

  • carl.berglund@climeon.com@cberglundABM

    mailto:carl.berglund@climeon.com

  • carl.berglund@climeon.com@cberglundABM

    Situation

    Target industry: Oil & Gas

    Target accounts: 4

    Challenge before using Vendemore

    18 months of stagnationafter trying multiple activities such as TM, Email,

    LinkedIn, Twitter, Industry specific magazines

    VENDEMORE CASE STUDY (SOFTWARE COMPANY)

    mailto:carl.berglund@climeon.com

  • carl.berglund@climeon.com@cberglundABM

    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

    VENDEMORE CASE STUDY (SOFTWARE COMPANY)

    mailto:carl.berglund@climeon.com

  • carl.berglund@climeon.com@cberglundABM

    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

    VENDEMORE CASE STUDY (SOFTWARE COMPANY)

    mailto:carl.berglund@climeon.com

  • KEY TAKE AWAYS1. Do you have a complex or transactional sales processor 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 dont 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-

    carl.berglund@climeon.com@cberglundABM

    https://www.linkedin.com/pulse/social-selling-b2b-companies-doing-large-deals-engman-mailto:carl.berglund@climeon.com