The Definitive ABM Success Guide from the Account-Based Marketing Consortium

Deﬁnitive ABM Success Guide!
© 2015 Demand Metric Research Corporation. All Rights Reserved. @AcctBasedMktg | www.accountbased.marketing
In Partnership With:

Today’s Presenters!
!
Mark Ogne – !
Founder, ABM Consortium!
EVP Demand Metric!
!
Jerry Rackley – !
Chief Analyst Demand Metric!

ABM Capabilities Framework!
Account
Selec+on
Insights Content Orchestra+on Distribu+on Measurement
Use of a
process or
ra+onale for
selec+ng
target
accounts.
Development
of account
proﬁles &
marke+ng
plans for
target
accounts.
Crea+on of
content that
speaks to the
needs of
target
accounts.
Can change
delivered
content as
target
account
engagement
advances.
Inten+onal
delivery of
media and/or
messages to
speciﬁc
target
accounts.
Use of
account-level
analy+cs to
track ABM
program
results.

Benchmark Study Approach!

Survey Hypothesis
Does compliance with the ABM Capabilities Framework !
result in greater revenue impact from ABM? !

Survey Data!
Type!
§  B2B: 100%!
Role!
§  Executive: 13%!
§  Marketing: 69%!
§  Sales: 12%!
§  Other 6%!
Annual Sales!
§  Less than $10m: 32%!
§  $10 to $24m: 12%!
§  $25 to $99m: 18%!
§  $100 to $499m: 27%!
§  $500m to $999m: 3%!
§  $1b or more: 7%!

Impact of ABM on Revenue Produced!
22%!
10%!
50%!
5%!
6%!
7%!
0%! 10%! 20%! 30%! 40%! 50%! 60%!
Uncertain!
Negative!
Favorable, but not measured!
Less than 10% increase!
10 - 24% increase!
25% or greater increase!

Perceived Compliance with Framework!
Account
Selec+on
Insights Content Orchestra-
+on
Distribu+on Measure-
ment
High
Maturity 80% 46% 51% 28% 44% 33%
Mid
Maturity 19% 10% 11% 5% 8% 78%
Low
Maturity 49% 23% 21% 16% 29% 16%

Benchmark Study Results!

Account Selection Maturity!
“We look for
companies we like.”
HIGH: 3%
MID: 3%
LOW: 37%
“We try to replicate
our current sales
account coverage.”
“We use 3rd party
data (e.g. Dun &
Bradstreet) to ﬁnd
companies like ones
we've recently
closed.”
“We use technology
(e.g. predic+ve
analy+cs) to iden+fy
high-value targets.”
HIGH: 21%
MID: 81%
LOW: 20%
HIGH: 10%
MID: 7%
LOW: 19%
HIGH: 53%
MID: 6%
LOW: 10%

ABM Account Selection: Predictive Intelligence
Identify and target
accounts with the highest
propensity to buy
Uncover a complete view
of the buying journey at
an account level
Enhance firmographic
and business
intelligence with b2b
intent data and
predictive intelligence

ABM Account Selection: Case Study
The Challenge
A big data company was looking to expand beyond their traditional named account targets for sales
The Solution:
MRP implemented an ABM strategy leveraging the Delta Marketing Cloud and Prelytix to create a dynamically
evolving ABM list based upon the buying intent signals uncovered in our process
1 2 3
Track Existing
Named Accounts
Monitor intent signals to
protect and upsell
Track Existing Pipeline
Validate opportunity
and identify stage of
buyer journey
Track “Whitespace“
Identify accounts that fit
their firmographic criteria
but they are not yet
engaged with

Account Selection Maturity - Primary Motive!
62%!
7%!
31%!
82%!
6%!
12%!14%!
26%!
60%!
0%!
10%!
20%!
30%!
40%!
50%!
60%!
70%!
80%!
90%!
Prospect for new! Cross/up sell to existing! Both!
Low maturity!
Mid maturity!
High maturity!

Vitec: cross-selling case!
ERP-system supplier for the real estate industry!
!
4 extra modules on top of the basic ﬁnancial system/ERP: !
1.  Energy consumption!
2.  Service/maintenance!
3.  Forecasting!
4.  Service staff!
!
30 of 450 largest clients are using big parts of the product portfolio !
Creating meetings is not the challenge!
Hard to create urgency within the clients organisation!

Constr.
comp.
Mun. Real
est.
Private
Real est. References
Energy
Cons.
Customer
service
Forecast Modules/
Pain areas
Service
staﬀ
Constr.
comp.
Energy
Cons.
Forecast
For a construction company !
lacking the energy solution !
and the forecasting module!

2013 vs 2012: !
+80% increased proﬁts, !
+20% increased cross selling!
!
The same marketing budget and the same number of sales people.
Focused the marketing budget on ABM with Vendemore and kept the annual
customer event. !
!
From 2013 to 2014 Vitec increased sales by 20,8 %. !
!
During the first six months in 2015 compared to the first six months in
2014 Vitec increased sales by 28,8 %.!

Insights Maturity – Account Profiles!
“Mktg team creates 1
account profile used for
all target accounts.”
HIGH: 3%
MID: 77%
LOW: 41%
“Marke+ng team
creates an account
profile for each target
account.”
“Sales & marke+ng
teams collaborate to
conceive account
profiles.”
“Sales & marke+ng
team collaborate and
use data from CRM
and other systems to
develop account
profiles.”
HIGH: 5%
MID: 5%
LOW: 8%
HIGH: 29%
MID: 8%
LOW: 12%
HIGH: 55%
MID: 6%
LOW: 29%

Insights Maturity – Mktg Plans!
HIGH: 0%
MID: 4%
LOW: 38%
HIGH: 6%
MID: 77%
LOW: 12%
HIGH: 11%
MID: 3%
LOW: 10%
HIGH: 6%
MID: 4%
LOW: 0%
HIGH: 36% 42%
MID: 6% 6%
LOW: 23% 17%
“Create/use 1 plan
for all accts based
on intui+on.”
“Create/use a 1 plan
for all accts based
on available data.”
“Create/use 1 plan
for all accts based on
conversa+on w/sales.”
“Create/use
acct-specific
plans based
on available
data.”
“Create/use intui-
+on-based acct-
specific plans.”
“Create/use
acct-specific
plans based
on a conver-
sa+on with
sales.”

Content Maturity!
“We use the same set
of content for all target
accounts.”
HIGH: 0%
MID: 3%
LOW: 41%
“We create content
to support ABM and
use the same set for
all target accounts.”
“We create versions
of content to serve
speciﬁc target-
account objec+ves.”
“We create a library
of content to serve
speciﬁc target-
account objec+ves as
they evolve during
the course of our
ABM program.”
HIGH: 10%
MID: 84%
LOW: 14%
HIGH: 53%
MID: 8%
LOW: 28%
HIGH: 37%
MID: 2%
LOW: 17%

Marketing in B2B is like dating:!
“if you only talk about yourself there will not be a second date…”!

Buyer’s Journey
Education
Digital
Touches
Human
Touches
Solution Selection Delivery Develop Retain Grow
Customer lifecycle
Ad displaying
problem or
pain
Asked a
colleague their
opinion
Talking to
salesperson
Attended
customer
conference
Had
onsite
demo
Googling
problems and
pains
Visited
company
web site
Read
syndicated
content
Ad displaying
additional
product
Within complex sales, neither marketing !
nor the sales-team can rely solely on each other. !

Buyer’s Journey Customer lifecycle
Education Solution Selection Delivery Develop Retain Grow
Stake-
holder
#3
Digital
Touches
Human
Touches
Stake-
holder
#4
Digital
Touches
Human
Touches
Stake-
holder
#...
Digital
Touches
Human
Touches
Stake-
holder
#1
Digital
Touches
Human
Touches
Stake-
holder
#2
Digital
Touches
Human
Touches
Stake-
holder
#50
Digital
Touches
Human
Touches
Larger Decision-Making…!

Start Creating Together!!
- because you will use it together.!

Account-Based Marketing Content
ABM-content is then created towards different types of decision-makers within your targeted
accounts. C-level, business developers and users, all demand different types of content. !
Content should be specified to the right pain and buying process
and the right needs (the knowledge gap) in order to move the
decision-makers within your targeted accounts forward.!
Just as in sales, base your content on the unique
challenges of the target company.!
ABM-content is created towards specific accounts, !
not ”one fits all”-content to one single ”persona”.!
So the question is; do you have ABM-content tailor-made for these top-
accounts or those specific selling/buying processes, or is it just ”one-fits all
content”, for one persona that you believe will buy all by him/her-self?!
!
Then it’s not ABM.

Already efﬁcient – now its about the environmental effects! More efﬁcient!
Case Study:!
Company selling robots to the manufacturing industry!

Orchestration Maturity!
“We deliver the same
content to all accounts
in the ABM program.”
HIGH: 6%
MID: 81%
LOW: 58%
“We can manually
change the content
we deliver at the
account level.”
“Our plaborm(s)
automa+cally changes
content at the account
level based on
engagement.”
“We can automa+cally
change and coordinate
delivered content at the
account level, across all
plaborms, based upon
engagement.”
HIGH: 41%
MID: 14%
LOW: 28%
HIGH: 12%
MID: 2%
LOW: 3%
HIGH: 32%
MID: 1%
LOW: 7%

Orchestrated Content Accelerates Sales Cycles!
Sales Opportunity Probability %
Marke+ng Engagement
Monitor marketing
engagement on
accounts in sales
pipeline. !
!
Focus marketing &
sales efforts on
accounts with !
low level of
engagement.!

Awareness! Interest! Engagement! Negotiation! Close!
Orchestrating messaging across marketing
channels and in coordination with sales reps!
Manually Triggered Email, Social & Adver+sing
Alert Sales Reps of marke+ng engagement - to adapt their messaging
Automa+cally Triggered Email, Social & Adver+sing

Example of automated ad content change!
Homepage visit only =
Whitepaper offer!
Product page visit =
Case study offer !
Pricing page visit =
Free demo offer!

Final Thought on Orchestration!
“Account Based Marketing won’t scale without integration with CRM
and Marketing Automation.”!
Nick Heys, CEO Azalead!

Delivery !
Maturity!
2%!
8%!
11%!
11%!
66%!
14%!
36%!
39%!
0%!
0%!
5%!
8%!
9%!
10%!
89%!
15%!
11%!
8%!
19%!
30%!
38%!
41%!
51%!
76%!
0%! 20%! 40%! 60%! 80%! 100%!
I don't know!
Other means!
Paid search constrained to target
accounts!
Customized web content for specific
target accounts!
Retarget ads to prior website visitors!
Targeted social media messages/ads!
Proactive (not retarget) ads to specific
targets!
Tailored email messages/nurturing flows!
High!
Mid!
Low!

Full-Funnel Account-Based Marke+ng Tech Stack

Develop Full-Funnel ABM Marke+ng Plan
Awareness
•  Account-based adver+sing
•  Syndicated content
•  Events/Tradeshows

Engagement
•  Website personaliza+on
•  Webinars
•  Social
•  Case studies

Conversion
•  Forms/Chat/Sales Accelerator
•  Field Events
•  Contact Me
Analog and Digital

DocuSign
Account-Based Adver+sing + ABM
personaliza+on combine to move key
segments closer to buying
22% Boost in Sales pipeline
Increase in page views
by target companies3x
Longer than avg.
time on site8:00
Higher than benchmark
click-through rates3x

Iron Mountain
Attract target accounts in key verticals
HEALTHCARE BANKING & INSURANCE
28% 22%
Increase in visits during/after advertising campaign:
Engage them with personalized content
Increase in referrals from the homepage to detail pages:
HEALTHCARE FINANCE & BANKING
123% 115%
Convert better leads for sales teams
25%
FORM CONVERSION RATE
219%
INCREASE IN MQLs YoY

Measurement Maturity!
HIGH: 3%
MID: 5%
LOW: 41%
HIGH: 8%
MID: 81%
LOW: 20%
HIGH: 22%
MID: 2%
LOW: 7%
HIGH: 30%
MID: 6%
LOW: 14%
HIGH: 30%
MID: 3%
LOW: 8%
“We don’t track
any metrics for
our ABM program.”
“We track the per-
formance of media
channels our ABM
program uses.”
“We track/analyze
acct-level metrics
separately for each
plaborm or channel.”
“We track & analyze acct-
level metrics across all
plaborm & channel
ac+vity, & can contrast
those ac+vi+es to all other
marke+ng investments.”
“We track & analyze
acct-level metrics
across all plaborm
& channel ac+vity.”

ABM Metrics are Different!
Demand Generation Account Based Marketing
Leads Accounts
Quantity Quality
Days and Weeks Months and Years
Create Pipeline Inﬂuence Pipeline
New Business Land and Expand
Inbound Outbound

ü  Leads in Salesforce are not
connected in any way to the !
Account object !
ü  Simple email domain or “fuzzy !
logic” match on multiple dimensions!
ü  Append data or auto-convert!
Challenge: Lead to Account Matching!

Impact: are ABM activities improving key sales outcomes? 
Coverage: do you have sufﬁcient data, contacts, and account plans for each target  
account?
Awareness: are the target accounts aware of your company?
Reach: are marketing programs reaching target accounts?
Engagement: are the right people at the account spending time with your company, and is that
engagement going up over time?

Analyst Bottom Line – Low Maturity Segment!

Analyst Bottom Line – Mid Maturity Segment!

Analyst Bottom Line – High Maturity Segment!

Final Thought!
“This study reveals that the full potential of ABM is not yet realized by more
than 80 percent of those who have deployed it. The ABM Capabilities
Framework, whose impact on revenue has now been proven by this study, is
the path to greater revenue impact for those with the discipline to use it.”!
High Performance ABM Capabilities Benchmark Study!

Dialogue welcome:!
ü  http://www.accountbased.marketing!
ü  @AcctBasedMktg!
ü  For more information, visit us at:!
•  www.demandmetric.com!
•  www.Demandbase.com!
•  www.Vendemore.com!
•  www.Engagio.com!
•  www.Azalead.com!
•  www.FreyaNews.com!
•  www.MRPFD.com!

The Definitive ABM Success Guide from the Account-Based Marketing Consortium

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The Definitive ABM Success Guide from the Account-Based Marketing Consortium