Putting Account-Based Marketing To Work In 2015

Putting Account-Based Marketing To Work In 2015
Session sponsored by! #SPS2014 Putting Account-Based Marketing To Work In 2015!
#SPS2014 Questions / ON24 Logistics ! • Download this white paper. • View our podcast. • Take our assessment • …
#SPS2014 Follow this webinar on TwiBer #SPS2014 Demand Gen Report: @DG_Report Demandbase: @Demandbase Shari Johnston: @shariajohnston Megan Heuer: @megheuer
#SPS2014 About Demand Gen Report! • Launched in 2007 to track best pracLces in lead generaLon • NewsleBer has grown to more than 28,000 readers • We also offer a menu of research and best pracLces reports • New audio/video podcasts at DemandGenReport.com @DG_Report http://linkd.in/DG_Specialists
#SPS2014 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
Why Account-Based Marketing? Focuses on Best Opportunities • Ensures attention is given to top prospects/customers • Defines growth and timing based on account specifics Supports Sales Reality • More efficient with a defined universe • Delivers on their target accounts Delivers Customer-Centric Experience • Linked to greater customer satisfaction and retention • Customers experience less noise, respond at higher rates to more relevant outreach
Conversation Before ABM Marketing isn’t supporting us We delivered 1,238 MQLs this quarter. +27% above goal!” MARKETING SALES
Conversation After ABM 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 MARKETING SALES
Putting Account-Based Marketing to Work in 2015 Megan Heuer Vice President and Group Director
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?
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? 12
ABM Is The Future of Marketing: Targeted, Relevant, Efficient
Four Types of Account Based Marketing Large Account • Very small number of large existing or targeted accounts Named Account • Moderate or large number of defined existing or targeted accounts Account-Based Models 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
ABM Helps Focus the Marketing Portfolio on Growth Sources Large Accounts Named / Industry Accounts Customer Marketing © 2013 SiriusDecisions. All Rights Reserved 15 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?
ABM Supports Reality of B-to-B Buyer Needs and Preferences SiriusPerspective: B-to-b buyers want to engage with online and other marketing channels, and sales needs insight into what their accounts are doing. 16 ① Loosening of the Status Quo Education Phase Solution Phase Vendor Selection 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
Where Broad-Based Efforts Lose the ABM Advantage © 2014 SiriusDecisions. All Rights Reserved 17 “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 18
Step 1: Define What Exactly “Dream Accounts” Are
Step 2: Determine How Much You Know About These Accounts © 2014 SiriusDecisions. All Rights Reserved 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? 20
Step 2 (Cont’d). Opportunity Definition as Magical Time Saver Example: Sample data pulled from account insights to code and group similar opportunities for easier identification across multiple plans. © 2014 SiriusDecisions. All Rights Reserved 21 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
Step 3. Use What You Know To Make a Plan Say Goodbye To The Bad Old Days of Marketing Planning © 2014 SiriusDecisions. All Rights Reserved 22 Our organization and products The tactics we love to use The accounts and buying centers we want to target
Step 3. Use What You Know To Make a Plan © 2014 SiriusDecisions. All Rights Reserved 23 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
Step 4. Put Technology to Work to Scale ABM Efforts WCO Tools ç Dynamic Web and Landing Pages è © 2013 SiriusDecisions. All Rights Reserved 24 Engage Dynamic Display Advertising è ç Account Identification ç Behavioral Testing and Targeting è Attract Dynamic Forms Real-Time Data Appending Convert The Funnel of Opportunity Insights Delivered to Sales Outbound Marketing
How to Work With Sales Using ABM 25
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.” © 2014 SiriusDecisions. All Rights Reserved 26
Critical Success Factors for Account-Based Marketing 27 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
What Not To Do: Ask Already-Busy Resources For More © 2014 SiriusDecisions. All Rights Reserved 28
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? © 2013 SiriusDecisions. All Rights Reserved 29 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 30
Customer Experience: Key to Retention and Demand 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. © 2014 SiriusDecisions. All Rights Reserved …determines the height of this 31 SiriusPerspective: 1 Time Level of Customer Interaction 1. AWARENESS 2. CONSIDERATION 3. PURCHASE 4. OWNERSHIP 5. REPURCHASE 2 3 4 5 The result of this…
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 © 2014 SiriusDecisions. All Rights Reserved 32
ABM Requires a Complete Customer-Centric View A holistic approach to ABM accounts for necessary actions pre- and post-sale, because if target accounts are already customers, relationship context is key. 1Buyer’s Journey © 2014 SiriusDecisions. All Rights Reserved 33 SiriusPerspective: Education Phase Target and Attract: Target Definition, Inbound ID, Outbound, Optimization Convert and Close: Sales Demand Support, Pipeline Acceleration Solution Phase Selection Phase Deliver Phase Engage and Enthuse: Engagement, Lifecycle Nurture, Advocacy Activation 2 Develop Phase Customer Lifecycle Retain Phase Grow Phase
Combine Opportunity and Relationship Views For Planning Where would target accounts be on this matrix? None Neutral Positive 34 Account Growth Potential Quadrant 4 Quadrant 1 “Stretch” “Testing Ground” Quadrant 2 “Right To Win” Quadrant 3 “Likely Targets” None Some Significant Current Status of Relationship © 2013 SiriusDecisions. All Rights Reserved
Examples of Account-Based Marketing 35
© 2014 SiriusDecisions. All Rights Reserved 36
CSC ABM Ecosystem Built for B2B2i • We have built and interconnected a digital marketing ecosystem that is closely © 2014 SiriusDecisions. All Rights Reserved 37 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.com home page personalization (at company level) © 2014 SiriusDecisions. All Rights Reserved 38
ABM at work at Demandbase © 2014 SiriusDecisions. All Rights Reserved Identify the right accounts Market to those accounts Measure by accounts 39
Account-Based Field Campaigns © 2014 SiriusDecisions. All Rights Reserved 40
Account-Based Digital Campaign © 2014 SiriusDecisions. All Rights Reserved 41
© 2014 SiriusDecisions. All Rights Reserved 42 Account-Based Analytics
© 2014 SiriusDecisions. All Rights Reserved 43 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: Megan Heuer Vice President and Group Director SiriusDecisions Kim Zimmermann, Managing Editor, Demand Gen Report Shari Johnston, Sr. Director of Integrated MarkeLng Demandbase
#SPS2014 Thanks for attending this session!! Make sure to aBend the next session in the Strategy & Planning Series: hBp://dg-‐r.co/sps_14

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