Account Based Marketing and Account Planning - Better Together

ABM & Account Planning: Better Together | PNXXXX | © 2015 ITSMA . All Rights Reserved. | 1
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ABM & Account Planning: Better Together | PNXXXX |© 2015 ITSMA . All Rights Reserved. | 2
Online Session | 11 August 2015
Bev Burgess
SeniorVice President and
ABM Practice Lead
ITSMA Europe
bburgess@itsma.com
+44 (0) 7775 765722
@BurgessBev
Maureen Blandford
Facilitator
Senior Advisor
ITSMA
@MaureenB2B
Donal Daly
CEO
The TAS Group
ddaly@thetasgroup.com
@donaldaly
Jon Miller
CEO
Engagio
jon@engagio.com
@jonmiller

ITSMA Online Session | Account Based Marketing & Account Planning: Better Together | 11 August 2015 | OLB150811 | © 2015 ITSMA. All Rights Reserved. | 3
Don’t
know
10%
of companies
say
ABM
delivers
higher ROI
than other
marketing
initiatives
Source: ITSMA Account Based Marketing Survey, October 2013
84%

“It is a structured approach to developing and
implementing highly customized marketing
campaigns to markets of one: accounts, partners, or
prospects.
This approach involves marketing and sales taking
a close look at key business issues facing the target
account, mapping those issues to individuals, and
tailoring campaigns to address those issues.”
Note: ITSMA’s Definition of Account Based
Marketing
”Treating individual accounts as a
market in their own right”

57
57
48
45
42
Top 5 benefits of ABM for sales people
What are the key
benefits of your ABM
program for sales?
Note: Multiple responses
allowed. % of Respondents
(N=62)
Source: ITSMA Account Based
Marketing Survey, October 2013
Sales uncovers more new opportunities within accounts
Increased account penetration: wallet share, revenue,
and margin
Sales is able to have richer conversations
with customers
More consistent and aligned BU/brand/
offer messaging into accounts
Improved marketing and sales alignment

2015 Budget Study Results 2014
Marketing
Talent
Results
ABM is an increasing area of focus for marketing
investment
23%of marketers see
ABM as an increasing
area
of responsibility
14%see increasing use of
agencies for ABM
support (second
largest increase after
analytics support)
Source: ITSMA Survey:
Marketing Talent, November
2014
Source: ITSMA, 2015 Services Marketing Budget Allocations and Trends
Net % Increasing Spend
42%
39%
36% 35% 33%
Brand
Communication
Influencer
Relations
Demand
Generation
Sales
Enablement
ABM

Success with ABM depends on alignment
Account Management
 Team formation
 Account knowledge
 Account plan
 Account relationship
development
 Opportunity identifying
 Selling and closing
 Target and goal setting
 Etc.
Marketing
 Market intelligence
 Account intelligence
 Account relationship
mapping
 Stakeholder analysis
 Marketing planning
 Value proposition
development
 Thought leadership
 Campaigns
 Etc.
Knowing what’s driving the account
Identifying and profiling stakeholders
Playing to the client’s needs
Developing targeted value propositions
Planning integrated sales and
marketing campaigns
Executing integrated sales and
marketing campaigns
Evaluating results and updating plans

4.3
3.7
3.4
3.3
Marketing is a member of the account team
for ABM initiatives
40
Account teams involved in ABM understand
the difference between an account plan
and an ABM plan
20
ABM is fully integrated with the
account planning process
20
Roles, responsibilities, and processes for creating
and executing integrated sales and marketing
ABM plans are understood by the account team
0
Today, ABM is not fully integrated with account planning
1
Strongly Disagree
5
Strongly Agree
To what extent
do you agree
with the
following
statements?
Mean Rating
(N=15)
Top Box Score is the % of respondents that answered 5 or Strongly agree. Source: ITSMA’s Account Based MarketingSM Benchmarking
Study, 2014
Top Box
Score (%)
Mean Rating

smartmatters Smart Sales Transformation
Your Account Is
A Marketplace
Donal Daly
CEO, THE TAS GROUP
AccountPlanningInSalesforce.com

Awareness Interest Preference Action
activity
time
The Sales & Marketing Continuum

4 Stages of the Customer Journey
1. Prospect
2. Customer
3. Loyal Customer

4 Stages of the Customer Journey
1. Prospect
2. Customer
3. Loyal Customer
4. Former Customer

The impact on a customer of a bad buying decision …
is greater than
the impact on a sales person of a lost sale

Your Account Is A Marketplace

Create, develop, pursue, and win
business that delivers mutual value for
you and your customer

smartmatters Smart Sales TransformationSmart Sales Transformation
Your Market
Segments

Your Market
Segments
Your Products

Your Market
Segments
Your Products
Your Market
Opportunity

Who Are Your Customers?

What Do They Care About?

Jon Miller, Founder and CEO
Technology and Metrics for ABM

Different Model
Up to 17 people influence enterprise
purchases (up from 10 in 2011)*
*2014 IDG Enterprise Role & Influence of the Technology Decision-Maker survey
“Person-centric” “Account-centric”
• Decision maker
• End users
• Influencers
Sales Thinks About Accounts, Marketing
Should as Well
©2015 Engagio, Inc. All rights reserved.

Land and Expand
Marketing Has Not Historically Focused
Sufficiently on Customer Expansion

Different Tactics
Inbound vs. Outbound
You Need Outbound Tactics to Reach
Specific People at Target Accounts

What Does Sales Want From Marketing?
New relationships:
• Accurate and clean contacts
• Air cover (awareness)
• Access and coverage (e.g.,
engagement heat map)
• Meetings (where person
knows why they are meeting)
Insights:
• Research: org chart, budget,
initiatives, priorities
• Timeline: what’s gone to each
customer, their status, etc.
• Reasons to call
• Account specific content

Commonly Used ABM Tactics
Events Outbound Digital
• Owned events
• Partner events
• Third-party events
• Email
• Phone
• Social
• Direct mail /
dimensional mailer
• Insource /
outsource
• IP-based ads
• Retargeting
(persona-based)
• Social ads
• LinkedIn
• Web
personalization
Channels

Orchestration:
It’s not about any
one tactic; it’s the
MIX of touches that
drives success.

Sales and Marketing
Metrics for ABM

Different Accounts & Deal Types Require
Different Types of Marketing Support
Different Demand Types
ABM Lite or
Segment
Marketing
Mass Customized
Marketing
ABMStrategic or
Enterprise
Named or
Territory
Non-Named or
Small/Mid Size
Pipeline KPIs and balance
of programs change at
each tier

Waterfall is Insufficient

Don’t count the people
you reach; reach the
people that count.
– David Ogilvy

Awareness Coverage Engagement
ABM Metrics (1 of 2)
Who are the most
engaged accounts?
• # minutes (email,
web, webinar,
meeting, dinner)
• High engagement =
MQA
Which target accounts
are visiting the site?
• Traffic from target
accounts
• Top web pages visited
by target accounts
IT Finance Mktg Sales Purchase
CXO
VP
Director
Manager
Do we know the right
people?
• List building /
sources,
whitespace,
penetration

Influence Penetration ROI
ABM Metrics (2 of 2)
IT Finance Marketing Sales Purchase
CXO
VP
Director
Manager
Are we engaging the
right people?
• Account heatmap
• Identify gaps in
access
How are we influencing
the account?
• Timeline with
programs, calls,
meetings, milestones
Which programs touched
our target accounts?
• % of touches from
target accounts
• % target accounts
touched
• Program success by
channel by account
FOCUS
%oftouchesfromtarget
accounts
COMPREHENSIVENESS
% target accounts touched
Focused Good
Bad Mass Marketing

• Focusing on accounts, not leads,
helps marketing align with sales
• Orchestrate integrated account-
plans across sales and marketing to
penetrate accounts
• The “law of large numbers” breaks
down in account-based marketing;
measure ABM success via influence
and engagement
Tweetable Takeaways
@jonmiller

Fishing With Spears: All About Account-
Based Marketing
http://www.slideshare.net/Engagio/fishing-
with-spears-all-about-accountbased-
marketing
Measuring ABM
https://b2bm.turtl.co/story/55b60b8915623
cdf7f3d0144
Jon Miller, Engagio

Questions?

Donal Daly
CEO
The TAS Group
ddaly@thetasgroup.com
@donaldaly
Bev Burgess
Senior Vice President and
ABM Practice Lead
ITSMA Europe
bburgess@itsma.com
+44 (0) 7775 765722
@BurgessBev
Jon Miller
CEO
Engagio
jon@engagio.co
m
@jonmiller
Maureen Blandford
Facilitator
Senior Advisor
ITSMA
mblandford@itsma.com
+1 (937) 602-3383
Thank You!

Take the next step in your ABM Education
http://www.itsma.com/events/
Program Date Type Location
ITSMA Account Based Marketing Certification Program
Program Kickoff—Application Required
30 Sep–
1 Oct
Certification London
ITSMA 3-Session “Introduction to Account Based Marketing”
Online Training Program
6, 13, 20
October
Global
Virtual Course
Online
ITSMA Account Based Marketing Certification Program
Program Kickoff—Application Required
15–16
Dec
Certification
Boston,
MA

ITSMA’s ABM Resources
http://www.itsma.com/abm/
Get!
ROI in Account Based Marketing:
Delivering Consistent Results
Achieving a Higher ROI with Account
Based Marketing
Account Based Marketing: Four Steps to
Successful Implementation and Full
Adoption
ITSMA’s Introduction to ABM (PDF)
ITSMA’s Portfolio of Services for ABM
An Intro to ABM – Online Training
Program
ABM Certification Program
ITSMA’s ABM Council
Key Research: Learn More:

Account Based Marketing and Account Planning - Better Together

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