A Marketers Tale: How ABM Was Successfully Launched at Thales
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Thales’ Sr. ABM Manager, Rafael Melanda, takes us through exactly how he implemented an ABM strategy at Thales, including how to get senior level buy-in across the company, as well as engagement from the sales organization.
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A Marketers Tale: How ABM Was Successfully Launched at Thales
- 2. 2 Copyright © 2022 Demandbase ✓ Overview of ABX ✓ Walk, Run, Fly ✓ Pains to Change ✓ Thales’ ABX Approach ✓ Results to Date ✓ Lessons Learned Agenda
- 3. 3 Copyright © 2022 Demandbase Account-Based Experience A go-to-market strategy that uses data and insights to orchestrate relevant, trusted Marketing and Sales actions throughout the B2B customer lifecycle. A fundamental strategy that spans all your go-to-market efforts; not a simple campaign or tactic
- 4. 4 Copyright © 2022 Demandbase Understanding the styles of ABX Creating and executing highly-customized programs for individual accounts Creating and executing lightly-customized programs for clusters of accounts with similar issues and needs Leveraging technology to tailor and personalize marketing campaigns for specific, named accounts at scale One -to- One One-to-Few One-to-Many I n v e s t m e n t & R O I p e r a c c o u n t HIGH LOW
- 5. 5 Copyright © 2022 Demandbase 5 Copyright © 2022 Demandbase 2. Find the accounts that drive your business 3. Engage with relevant, personalized interactions across channels 4. Close deals and expand relationships by aligning Marketing and Sales 1. Build your account data foundation 5. Measure account progress The Core ABX Processes
- 6. 6 Copyright © 2022 Demandbase Zero Waste Focus your time and resources on accounts most likely to drive revenue. Much Bigger Wins Big deals build big businesses Better Close Rates Increase your win percentage Benefits of ABX Drive Post-Sale Expansion Increase the lifetime value of your best accounts. Align Marketing and Sales Tightly integrate your revenue teams. Better Customer Experience Create the trusted, relevant experience customers demand.
- 7. 7 Copyright © 2022 Demandbase Think BIG but start SMALL.
- 8. 8 Copyright © 2022 Demandbase Run 90 Days - Yr. 2: Evolve to the next level of success by operationalizing intelligence, at scale: ● Content mapping by journey stage ● Increase awareness with b2b Advertising ● Automated reporting for Sales From walk to fly Walk The first 90 days was to lay the building blocks for success: Kick started with 3 quick wins: ● Built TAL ● Uncovered accounts on website ● Educated & evangelized ABM across key stakeholders Fly Year 3 & Beyond: Demandbase as the heartbeat of Sales & Marketing workflows: ● Introduce to other Sales teams ● Multi-Channel Personalization ● Full integration across systems
- 9. 9 Copyright © 2022 Demandbase A New Discipline Pilot: Test ABX for a few accounts Segment: Implement ABX for one or more segments (e.g., enterprise accounts or healthcare) Focus: Apply existing programs (e.g., outbound sales development) to specific accounts Most ABX programs start by layering onto current marketing processes
- 10. 10 Copyright © 2022 Demandbase Pains to Change ● Hard, slow, manual ● Outdated data ● Transitioning from multichannel to omnichannel ● Who was coming to our site? ● Advertising ● Silos EVERYWHERE
- 11. 11 Copyright © 2022 Demandbase The ABX Approach at Thales
- 12. 12 Copyright © 2022 Demandbase Get Everyone In The Room Step 1: Build ABX leadership team Sales Marketers Operations Customer Success
- 13. 13 Copyright © 2022 Demandbase Step 2: Align Marketing and Sales Communication Roles & Responsibilities Orchestration
- 14. 14 Copyright © 2022 Demandbase Step 3: Account Selection and Create Audience Profile Opportunity $$$$$ AE Top Accounts $$$$ Target Accounts $$$ Target Market $$ TAM $ All companies that could buy from us Accounts that are suitable clients Our focus of certain accounts including those showing buying intent Top percentage of the Target Account List that is the primary focus for Sales & Marketing Top percentage of the Target Account List that is the primary focus for Sales & Marketing
- 15. 15 Copyright © 2022 Demandbase Account Tiering Intelligence Journey Stage Intent Early Stage Opps Length of Sales Cycle 1:FEW AE TOP ACCTS Demandbase ICP 1:FEW Top Accounts 1:1 Strategic 1:MANY Named Accounts Ideal Customer Profile Data SubVertical Industry Tech Stack Account Type Revenue Number of Employees Location Website Visits Sales Engagement Contacts Account Identification Buying Committee Business News Marketing Engagement Technographics Step 4: Alignment on Account Prioritization
- 16. 16 Copyright © 2022 Demandbase Step 5: 1:1 Strategic ABM • Alignment with Sales on strategy • Understand account plan • Research industry • Research account • Research target personas • Understand relationships inside the account • Establish connections to the account Built Account Insights Using Research 1:FEW AE TOP ACCTS Demandbase ICP 1:FEW Top Accounts Ideal Customer Profile 1:FEW AE TOP ACCTS Demandbase ICP 1:FEW Top Accounts 1:1 Strategic 1:MANY Named Accounts
- 17. 17 Copyright © 2022 Demandbase 1:Few ABM • Alignment with Sales on background of accounts • Research needed • Less budget allocated per account compared to 1:1 Built Around Current Needs 1:FEW AE TOP ACCTS Demandbase ICP 1:FEW Top Accounts Ideal Customer Profile 1:FEW AE TOP ACCTS Demandbase ICP 1:FEW Top Accounts 1:1 Strategic 1:MANY Named Accounts
- 18. 18 Copyright © 2022 Demandbase Step 6: Engage Accounts Across Channels • Advertising • 1:1 Pages • Website Personalization • Direct Mail • Gifting • Email • Content • Virtual Roundtables • In-person Events • Content Syndication
- 19. 19 Copyright © 2022 Demandbase Step 7: Measure Performance of Programs Focus on measurable but gradual improvements • Engagement Minutes • Web Traffic • Reach • CTR • Lift • Engaged accounts
- 20. 20 Copyright © 2022 Demandbase Talk about results! 1:1 Strategic ABM ● Over 25 new connections with key decision makers at target accounts ● 3 Follow-up Meetings 1:Few ABM ● Engagement increased by 362% ● Over 43% lifted accounts ● 1,275 new accounts on website ● 5x CTR % compared to other digital activities ● 175 Content syndication leads Top 800 Target Accounts ● 25% engaged ● 15% MQAs ● 7% Opportunities ● 3% Customers
- 21. 21 Copyright © 2022 Demandbase Key Lessons Learned • Maintain the list. • Alignment is key - sales should own the account selection. Alignment and buy-in from key departments are critical to success. Misalignment creates waste. • Measure account progress. • Continue revisiting your strategy. • Be patient — ABX takes time.
- 22. 22 Copyright © 2022 Demandbase Thank you! YOU’RE DEE BEST!