What does it take to get your organization committed to account-based marketing? How do you get your CFO to green-light the budget, get the sales organization committed to a new level of coordination, and rally the rest of your organization around the strategies, resources and focus necessary to drive ongoing ABM success? In this webinar you’ll receive specific, immediately actionable tools and best practices to coordinate your entire organization around account-based marketing. You will hear: - Best practices from peers who have successfully “sold” a focus and investment in ABM internally - Specific messaging, presentation and ROI measurement tools that work to build consensus and commitment - Common obstacles and objections to ABM, and how to overcome them

1. EXPERT ABM
SELLING THE VALUE OF ABM
TO YOUR ORGANIZATION
Jessica Fewless
Sr. Director, Partner and Field Marketing, Demandbase
Matt Heinz
President, Heinz Marketing Inc
#ExpertABM

2. #ExpertABM © 2016 DEMANDBASE / SLIDE 2
SPEAKERS
MATT HEINZ
President
Heinz Marketing Inc.
JESSICA FEWLESS
Sr. Director, Field and Partner Marketing
Demandbase

3. #ExpertABM © 2016 DEMANDBASE / SLIDE 3
HOUSEKEEPING
 Questions
 On-demand and slide deck
 Our ABM Expert Guide resources
@HeinzMarketing @Demandbase
#ExpertABM

4. #ExpertABM © 2016 DEMANDBASE / SLIDE 4
ABM
yourself
to get
ABM

5. #ExpertABM © 2016 DEMANDBASE / SLIDE 5
KEYS TO LAUNCHING ABM
1. Velocity Outcomes first (and always)
2. Map the internal buying committee,
build consensus
3. Challenge the status quo
4. Securing budget
5. Drive deep coordination with sales

6. #ExpertABM © 2016 DEMANDBASE / SLIDE 6
DEFINING OUTCOMES
 Revenue growth
 Target account efficiency
 Opportunity cost
 Where is there quantifiable pain right now?

7. ROI
CALCULATOR

8. #ExpertABM © 2016 DEMANDBASE / SLIDE 8
KEY BENEFITS BY DEPARTMENT
MARKETING
More focused, more
efficient, and more
connected to revenue
IT/OPERATIONS
Better coordinated
platforms between
sales and marketing
SALES
Greater precision,
coordination, and velocity
in Target Accounts
FINANCE
Greater predictability,
transparency, and
visibility into marketing
expense ROI

9. YOUR
ORGANIZATION
IS NO
DIFFERENT…

10. #ExpertABM © 2016 DEMANDBASE / SLIDE 10
YOUR INTERNAL BUYING COMMITTEE

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THE DEEPER ORG CHART
Marketing
 CMO
 Head of Demand Generation
 Marketing Operations
 Event Manager
Sales
 VP of Sales (or CRO)
 Sales Manager
 Sales Operations
 Named Account Sales Reps
Operations & Finance
 CEO
 Finance Director
 IT

12. #ExpertABM © 2016 DEMANDBASE / SLIDE 12
MAP OUT EACH DISCUSSION

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UNIQUE PERPECTIVES, UNIQUE MESSAGING

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ORGANIZATIONAL ALIGNMENT – PITFALLS
My sales team won’t give me their target
account list or work with us to build one.
An ABM strategy is going to be
expensive, more than I have budget for.
We’re already too busy. How are we
going to implement an ABM strategy?
Are we just going to walk away from the
leads NOT on our target account list?
There will be too few leads to hit our
pipeline and revenue goals.
Find somewhere to start – a sales rep, an industry team – that will
work with you to prove the model.
Since ABM is an efficient strategy, you can actually acquire more of
the RIGHT leads on the same budget.
Since ABM is an efficient strategy, you can actually decrease the
number of campaigns and tactics, but deliver more leads per action.
A certain percentage of your revenue will still come from outside the
list; you just won’t proactively seek them out.
If executed properly, an ABM strategy will actually deliver MORE
qualified leads, and fewer of the leads that won’t turn into business.
“OBJECTION” “RESPONSE”
MARKETINGSALES

15. #ExpertABM © 2016 DEMANDBASE / SLIDE 15
GETTING THEM ALL IN A ROOM…

16. AGENDA
#ExpertABM
• Objectives & Measures of Success
• Shifting B2B Trends
• ABM 101
• How Others Are Winning (& Losing)
• Key Cross-Departmental Benefits
• Business Case (ROI Calculator)
• Resources Required
• Q&A

17. #ExpertABM © 2016 DEMANDBASE / SLIDE 17
ABM OBJECTIVES
 Accelerate velocity and market share
of enterprise and Named Accounts
 More precisely and efficiently
coordinate sales & marketing efforts
focused on key accounts
 Align marketing efforts squarely
behind sales and revenue targets

18. #ExpertABM © 2016 DEMANDBASE / SLIDE 18
ABM MEASURE OF SUCCESS
XX Total Opportunities
XX% of pipeline coming from Target Accounts
XX% Increase in Close Rate
XX% Increase in Average Deal Size
XX% Increase in Funnel Velocity

19. #ExpertABM © 2016 DEMANDBASE / SLIDE 19
You need a target account
list first.
Understand where you
have challenges
Determine where to apply
ABM budget
BEFORE YOU
BUDGET FOR
ABM

20. #ExpertABM © 2016 DEMANDBASE / SLIDE 20
TOP B2B MARKETING BUDGET CATEGORIES
FIELD
MARKETING
Hospitality
Events
WEBSITE
CRM
MAS/MAP
DMPs
Analytics
Predictive
TECHNOLOGY /
INFRASTRUCTURE
DEMAND GEN
Sponsorships: Events
Sponsorships: Content
Digital Events: Webinars
Advertising
SEM Content Syndication/
3rd party Networks
Paid Social
Direct Mail
CONTENT MARKETING
PRODUCT
MARKETING
PR/ANALYST
AGENCY FEES
Testing
Design

21. #ExpertABM © 2016 DEMANDBASE / SLIDE 21
WAYS TO BUDGET FOR ABM
Determine what areas are ready for ABM
 Processes
 Technologies
 Program/Channels
Identify a starting point
Prioritize under performing areas first
ABM Budget
Directive

22. #ExpertABM © 2016 DEMANDBASE / SLIDE 22
WAYS TO BUDGET FOR ABM
Roll up
Under Other
Initiatives
What other initiatives will ABM support?
 Website Redesign
 Upsell/Retention Goal
 Marketing Automation

23. #ExpertABM © 2016 DEMANDBASE / SLIDE 23
WAYS TO BUDGET FOR ABM
Use
Innovation
Budget to Test
Find a test that will make a difference
Be sure to measure for a successful test
Be cautious and conscious of test
time frames

24. #ExpertABM © 2016 DEMANDBASE / SLIDE 24
WAYS TO BUDGET FOR ABM
Partner with
Departments
to Fund
Sales and Marketing Alignment is a
2-way street
Sales needs more than leads, they need
target account insights like:
 Anonymous buyer activity
 Product interest alerts
 Stalled deals visibility

25. #ExpertABM © 2016 DEMANDBASE / SLIDE 25
WAYS TO BUDGET FOR ABM
Be honest about what’s working
and what’s not
Start with your list of budget areas
to determine where you can make
changes
Shift or
Re-allocation
Budgets

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KEYS TO SALES INTEGRATION
Make Sales an Early Partner
and Collaborator

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KEYS TO SALES INTEGRATION
Work from Common Objectives
and Definitions

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KEYS TO SALES INTEGRATION
Think in Terms
of Macro and Micro Campaigns

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KEYS TO SALES INTEGRATION
Practice the
OODA Loop

30. #ExpertABM © 2016 DEMANDBASE / SLIDE 30
Q&A

31. © 2016 DEMANDBASE｜SLIDE 31
THE ABM EVENT
OF THE YEAR!
April 5-6, 2017
Pier 27, San Francisco
www.marketinginnovationsummit.com
Save the date and join us for…

32. THANK YOU
#ExpertABM