putting account-based marketing to work in 2015

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Putting Account-Based Marketing To Work In 2015!

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#SPS2014 Demand Gen Report: @DG_Report

Demandbase: @Demandbase

Shari Johnston: @shariajohnston

Megan Heuer: @megheuer

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About Demand Gen Report!

@DG_Report http://linkd.in/DG_Specialists

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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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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

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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


Putting Account-Based Marketing to Work in 2015

R: 0 G: 51 B: 89

R: 128 G: 153 B: 172

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R: 122 G: 184 B: 0

R: 189 G: 220 B: 128

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R: 128 G: 185 B: 231

R: 204 G: 227 B: 245

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R: 177 G: 216 B: 242

R: 204 G: 227 B: 245

R: 97 G: 99 B: 101

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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?

Quick Review: What is ABM?

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R: 0 G: 51 B: 89

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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

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R: 240 G: 171 B: 0

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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

R: 176 G: 177 B: 178

R: 223 G: 224 B: 224

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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: 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

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© 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?

SiriusPerspective: B-to-b buyers want to engage with online and other marketing channels, and sales needs insight into what their accounts are doing.

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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

© 2014 SiriusDecisions. All Rights Reserved

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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”

How To Attract and Engage Your Dream Accounts

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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

Step 1: Define What Exactly “Dream Accounts” Are


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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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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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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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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


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

How to Work With Sales Using ABM

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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.”

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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What Not To Do: Ask Already-Busy Resources For More

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


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?

Why ABM Must Include Customer Lifecycle Support

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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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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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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: 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


Where would target accounts be on this matrix?

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.

Questions? #B2BMarketing @Demandbase @megheuer @shariajohnston

#SPS2014

Submit Your Questions!

• Download this white paper. • View our podcast. • Take our assessment • …

#SPS2014

Q&A // Panelists!MODERATOR:


SiriusDecisions

Kim Zimmermann, Managing Editor, Demand Gen Report

Shari Johnston, Sr. Director of Integrated MarkeLng

Demandbase

#SPS2014

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