How Best-In-Class B2B Organizations Operationalize ABM

#B2BMX
Account-Based Marketing:
Trends and Best Practices
Matt Senatore @MattSenatore @siriusdecisions

Account-Based
Marketing: Trends and
Best Practices
Matt Senatore
Service Director – Account-Based Marketing
@MattSenatore

4 © 2017 SiriusDecisions. All Rights Reserved@MattSenatore
Source: SiriusDecisions State of ABM Report 2016
@MattSenatore

@MattSenatore

Account-Based Marketing: Key Types
Not just a one-size-fits-all approach

SiriusPerspective:
© 2017 SiriusDecisions. All Rights Reserved@MattSenatore 9
What Is Account-Based Marketing (ABM)?
ABM is not a tactic or a one-off initiative – it’s a discipline that results in
tighter organizational alignment.
strategic approach
defined accounts
relevant valuable

SiriusPerspective:
Account-Based Marketing or Marketing to Accounts?
As interest in ABM grows, so does the range of ABM definitions;
organizations must choose the best approach to deliver on their growth goals.
Marketing to Accounts:
• Target accounts based on firmagraphics and
what sales wants
• Contacts in accounts get tactics and offers
focused on what you want to tell or sell
• Accounts scored like leads based on fit and
activity
• Success based on delivering new account
leads to sales or partners
Level of customization based on account insights
Account-Based Marketing:
• Insight-based account selection,
prioritization
• Account plans linked to buying
center/contact and specific goals
• Tactics chosen based on account
insights, preferences and needs
• Success based on account
influence, growth, relationship
status, sales/partner productivity
Low High

SiriusPerspective:
ABM leaders apply different models to win and grow accounts, and are
usually aligned to sales’ go-to-market strategy and opportunity within the tier.
Defining ABM: Three Different Types of Deployment
Named Account ABMLarge Account ABM Industry ABM
A very small number
of large existing or
targeted accounts
A moderate or larger number
of new or existing accounts in
the same vertical or other
specific segment
A moderate or larger
number of defined
existing or targeted accounts
Account-Based Models

SiriusPerspective:
Marketing, sales and other business leaders must work together to
determine which ABM type(s) they might want – and are ready – to pursue.
ABM Types: Key Considerations
General/Broad-Based Model
• Largest accounts
• Dedicated ABM practitioner
• Supports global/major account team
specific account plans
Significant
Moderate/
significant
Mass
Account level
Account/
program level
Program level
Who/What Measurement
Named
Account/Industry
Model
Large/
Strategic
Account
Model
None Program level
Customization
• Moderate number of accounts
• Focus on cross/upsell, win or retention
• Similar account goals drive marketing to
support sales execs
• Large number of accounts
• Marketing matches GTM strategy
• Commonalities identified across accounts
• “ABM at scale”
• All non-ABM accounts
• Marketing activity matches what
organization wants to promote
• One size fits all

The SiriusDecisions Demand Spectrum
Large Account ABM
Strong joint account level
engagement and deep
account insight
Named / Industry Account ABM
Good degree of joint engagement. Strong
understanding of segment and individual accounts
Advanced
Customization
Limited
Customization
Coordinated
Customization
Focused
Customization
DEGREE OF ACCOUNT INSIGHT
DEGREEOFSALESAND
MARKETINGJOINTACCOUNT
LEVELENGAGEMENT
Defined Demand
Minimal joint marketing and
sales planning. Little account
insight.
Focused Demand
Aligned functions with some marketing involvement
in sales planning and execution. Growing
knowledge of segment and individual accounts

Commitment to ABM: Five Key Building Blocks
Differentiated
Treatment
Customers or
accounts are not
equal and will not
get “one size fits
all” treatment
Account
Insights
Identify and
collect key
insights within the
accounts and
contacts that will
allow us to “do
ABM”
Content Development
Not just about
leads; metric
classes and
leading indicators
demonstrate path
to success
Interlock Differentiated
Measurement
Willingness to take
a different
approach to
content
development (sales
and marketing/ABM
influenced)
Requires a cross-
functional,
collaborative
approach with
communication
excellence

ABM: A Disciplined Approach
Ensuring success through a solid foundation

SiriusPerspective:
The SiriusDecisions Account-Based Marketing Framework
For large and industry/segment ABM, best-in-class organizations apply a
systematic process built on a solid foundation.
Organization, Roles and Responsibilities, and Skills and Training
Technology Infrastructure
Interlock/Communication
Insights
Education
Scoping
Resourcing
Assessment
Opportunity
Identification
Scoring
Selection
Prioritization
Goals
Messaging
Support
Inventory
Tactic Selection
Plan Delivery
Pilot
Expansion
Full Rollout
Participation
Optimization
Audiences
Format/Timing
Metric Selection
Maturity Selection
Maturity Audit
Benchmarking
Preparation Prioritization Planning Execution Measurement
SiriusDecisions
Account-Based Marketing Process Framework

SiriusPerspective:
SiriusDecisions ABM Process Framework Variations
While the process and foundational elements are the same, strategic
and executional nuances will exist for different ABM types.
Large Account Named Account Industry/Segment
Example: Execution at the
one-to-one level
Example: Predictive technology
for account prioritization
Example: Deep industry
marketing expertise

SiriusPerspective:
The SiriusDecisions Account-Based Marketing Framework
For large and industry/segment ABM, best-in-class organizations apply a
systematic process built on a solid foundation.
Organization, Roles and Responsibilities, and Skills and Training
Technology Infrastructure
Interlock/Communication
Insights
Education
Scoping
Resourcing
Assessment
Opportunity
Identification
Scoring
Selection
Prioritization
Goals
Messaging
Support
Inventory
Tactic Selection
Plan Delivery
Pilot
Expansion
Full Rollout
Participation
Optimization
Audiences
Format/Timing
Metric Selection
Maturity Selection
Maturity Audit
Benchmarking
Preparation Prioritization Planning Execution Measurement
SiriusDecisions
Account-Based Marketing Process Framework

SiriusPerspective:
Prioritization: Scoring
Not all accounts are created equal; using a data-driven approach can
ensure that marketing and sales prioritize accounts with the biggest potential payoff.
Opportunity
Index
Cooperation
Index
Achievability
Index
Is it worth it?
Can we get it?
Is success
likely?
Can we work
together?
ABM
Account
Selection

SiriusPerspective:
Client Example: Molex
By leveraging the account selection tool, Molex was able to prioritize
accounts and focus on specific industry needs.
Industry ABM: PreparationABM Factors 1 = Very False
5 = Very True
Account 1 Account 2 Account 3 Account 4
OpportunityIndex
This is a large, global account. Score 1-5 1 5 1 5
Distinct buying centers exist for this account. Score 1-5 1 5 2 5
Unified approach would drive value. May currently be disjointed. Score 1-5 1 5 3 2
This account spends a lot of money in your category (but not necessarily
with you).
Score 1-5 1 5 3 2
This account spends a lot in the category and spends it with you. Score 1-5 1 5 4 2
Factors exist that could drive relatively quicker purchase/priority (e.g.
economic conditions, regulations).
Score 1-5 1 5 5 1
We are aware of active pipeline opportunities within the account Score 1-5 1 5 5 1
Total Opportunity Index Score Sum 7 35 23 18
Acc
A
Acc B
Acc D
Acc C
Acc F
Acc E
Acc G
Acc H Acc I Acc J
Acc K
• Output of account selection
presents visual overview of
potential accounts
• Three-index view allows
sales and marketing to
easily rank accounts
Industry Account
Selection

SiriusPerspective:
Client Example: Demandbase
Demandbase refined total addressable market by using predictive in
conjunction with working sessions with stakeholders to prioritize the target ABM list.

SiriusPerspective:
Executed Relevantly, Driving Better Conversion and CV
With alignment on accounts, and strategy, they built customized
omnichannel engagement to drive upsell and net-new target account acquisition.
Identify the
companies most
likely to buy and
then market to them
Engage relevantly via
IP targeting, retargeting
and web
personalization
Measure close rates,
contract value and velocity
for ABM vs. Non ABM
accounts

ABM Measurement
Success comes from more than simply looking at results

SiriusPerspective:
How B-to-b Measurement Is Changing
B-to b marketing is hyper-focused on measuring opportunities, butas
objectives expand, the measurement lens must expand to an account focus.
Focus On InfluenceOpportunities
Accounts

SiriusPerspective:
The Aligned Measurement Framework for ABM
Leverage the SiriusDecisions Aligned Measurement Framework to
demonstrate short-, mid- and long-term metrics.
Counts of actions takenActivity
Direct results of actionsOutput
Effects on business goalsImpact
Preparedness to performReadiness
Class Examples of Measures Description
• Executive briefings conducted
• Calls made
• No. of ABM webinars run
• C-level engagement/participation
• Inquiries/demos
• Proposals
• Revenue/growth/profit
• Deal size (vs. non-ABM)
• NPS/loyalty/satisfaction
• Customer profiles identified
• Customer lifecycle stages mapped
• Support available for each stage
AccountLevel
GroupedAccount/ProgramLevel
Short-termMid-termLong-term

Evolution of ABM Measurement
% of companies using metric to track ABM
Class Top 10 ABM Metrics 2016 2015
Feedback on ABM from internal stakeholders 76% 34%
Number of closed deals touched by marketing 66% 61%
Number of leads touched by marketing 61% 42%
Participation in marketing activities from ABM accounts 61% 25%
Number of new contacts identified for ABM accounts 58% 33%
Response rates to marketing outreach from ABM accounts 57% 48%
Number of leads identified by marketing in ABM accounts 55% (no change)
Online activity from ABM accounts 53% 39%
Events held for account-based efforts 53% (no 2015 data)
Content developed for account-based efforts 53% (no 2015 data)

A Quick Story: National Instruments

Client Example: National Instruments
1
Acct.A
Acct.B
Acct.C
Acct.D
Acct.E
Acct.F
Acct.G
Acct.H
Acct.I
Acct.J
1
Acct.A
Acct.B
Acct.C
Acct.D
Acct.E
Acct.F
Acct.G
Acct.H
Acct.I
Acct.J
1Acct.B
Acct.E
Acct.H
Source: National Instruments SFDC; Data for partial Q4;
Large Strategic account names sanitized
ABM Opportunity Pipeline Definitions:
“Qualify” Opportunity determined
“Advance” = Working the opportunity
“Other” = in process of closing (expected this quarter…
(Won is lower right; lost is a separate report)

Selected results from SD clients
ImpactOutputActivityReadiness

Final Thoughts
So, should you jump off the bridge?

Thank You! Matt Senatore
Service Director – Account-Based Marketing
@MattSenatore
Matt.Senatore@siriusdecisions.com
www.siriusdecisions.com
203.665.4000

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