https://www.demandbase.com/webinar/virtual-marketing-innovation-summit-b2b/ Megan Heuer, VP & Group Director, SiriusDecisions It’s the classic disconnect: While Sales talks accounts and opportunities, Marketing talks segments and solutions. Smart marketers know the secret to fixing this: Account-Based Marketing (ABM). Now a major trend in B2B, ABM aligns marketing efforts with sales goals and customer needs. In this session, we’ll share the types of ABM and how they fit into a best-in-class B2B marketing portfolio. We’ll also explain the toolkit that enables a scalable approach to ABM and improves alignment with Sales. Finally, we’ll share examples of success along with findings from our survey about the current state of ABM in B2B.

1. Account-Based Marketing:
Welcome to the New Reality
Megan Heuer
Vice President and Group Director
30 April 2015

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Before Account-
Based
Marketing
After
Account-Based
Marketing
Which Shirt
Would Your Sales Team
Choose?

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What We’ll Cover Today
• What You Need to Know: The Basics Of ABM
• What We Heard: 2015 State of Account-Based Marketing
• Don’t Try This At Home: How To Avoid ABM Mistakes
• New Tools of Marketing: How to Scale ABM
• Checking The Crystal Ball: What’s Next for ABM

4. What You Need to Know:
The Basics of ABM

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Large Account
• Very small number of large existing or
targeted accounts
Named Account
• Moderate or large number of defined
existing or targeted accounts
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
Definitions: Four Account-Based Approaches
Account-Based Models

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ABM Requires Focus on Selling and Non-Selling Goals
Opportunity Goals:
Where will growth com from
in target accounts?
Relationship Goals:
How will we ensure
customer gets value?
Buying Cycle
EDUCATION NEED
SOLUTION EXPLORE
SELECTION CHOOSE
Customer Lifecycle
DELIVER INITIATE
DEVELOP PARTICIPATE
RETAIN ACTUALIZE
GROW ADVOCATE

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ABM Requires Focus on Making Sales More Productive
(customer service calls)
Leverage/
Delegate
(expense reports, travel)
Minimize
(prospecting calls, e-mails)
Maximize
Core Selling
Activities
Non-Core
Activities
Internal Direct Engagement
(finding contacts, research)
Streamline
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The SiriusDecisions Sales Productivity Framework

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ABM Requires That Marketing Start With Customer Needs

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We Can Do Better: ABM and The New Reality for Marketing
9
Marketing must align its efforts to the
accounts and actions most likely to deliver
growth and improve sales productivity.
This is the promise of account-based marketing in 2015.

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The ABM Portfolio: Find Your Perfect Balance

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The ABM Portfolio: Find Your Perfect Balance
Named
Account
Industry/Segment
Account
Broad-Based
Demand
SalesModel
Large
Account
Marketing
Model
Target account
list (1:Few)
Target account
list in a specific
market/industry
(1:Few)
Non-named
territory focus;
Transactional
models
Small number
of high-value
accounts (1:1)
Customer
Lifecycle
Customer
success team;
All relationship
goals

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The ABM Portfolio: Find Your Perfect Balance
Named
Account
Industry/Segment
Account
Broad-Based
Demand
HowMuchFocus?
Large
Account
Marketing
Model
What share of sales revenue goals will come from
one or more of these account-based models?
How much marketing effort goes to supporting
these accounts?
What share of revenue is expected from
non-named accounts?
How much marketing is invested in
reaching non-named accounts?
Customer
Lifecycle
What is the goal for retention and growth from
existing customers?
How much marketing supports customer
engagement, loyalty and advocacy?
How much sales time goes to account support?
The right balance of ABM is a simple
math problem:
Align marketing investment to your
growth strategy and the accounts
expected to deliver it

13. What We Heard:
2015 State of Account-Based Marketing

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2015 State of Account-Based Marketing Study Participants
• Company sizes (by annual revenue in US $)
• 45 percent less than $100 million
• 18 percent between $101 million and $1 billion
• 36 percent more than $1.1 billion
• Customer types (i.e., who respondents sell to)
• 75 percent enterprise (more than 1,000 employees)
• 21 percent midmarket (101 to 1,000 employees)
• 11 percent small (100 or fewer employees)
• Sales models
• 82 percent sell mainly via a direct sales force
• 13 percent via inside sales
• 4 percent via third-party channels
• 100+ B-to-B
companies
• Detailed look
at ABM today
and what’s
coming next
Source: SiriusDecisions 2015 State of Account-Based Marketing Survey

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Account-Based Marketing Is Essential to B-to-B in 2015
92 percent of b-to-b companies said
account-based marketing is
“extremely” or “very” important to
their overall marketing efforts
Source: SiriusDecisions 2015 State of Account-Based Marketing Survey

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Study Says: ABM Is Not One-Size Fits All in 2015
Types of ABM deployed today:
• 77% Named account
• 58% Large account
• 48% Vertical (industry)-based account
• 39% Segment (e.g., role)-based account
• 17% Customer lifecycle
Source: SiriusDecisions 2015 State of Account-Based Marketing Survey

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ABM Is Still New For Most Companies…But Not All
38 percent have had a pilot in place for
less than 6 months…
14 percent have had a pilot in place for
more than 6 months…
26 percent have had a full program in in
place for less than one year…
20 percent have had a full program in
place for more than a year
They’ve learned a lot and are seeing
results.
Source: SiriusDecisions 2015 State of Account-Based Marketing Survey

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Does ABM Help Sales and Marketing Alignment?
Of companies with ABM in place:
None said they are “not aligned at all” with sales
34 percent said they are “tightly aligned”
57 percent said they are “somewhat or moderately”
aligned with sales
10 percent said they are “somewhat not aligned”
with sales
Source: SiriusDecisions 2015 State of Account-Based Marketing Survey

19. Don’t Try This At Home:
Pitfalls to Avoid in Account-Based Marketing

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Top Three ABM Pitfalls
1. No sales buy-in for
updated marketing role
2. Overpromising and
under-resourcing
3. Not building an ABM
ecosystem

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Sales Buy-In: Be Careful What You Wish For
Marketing:
“We’re launching a new ABM
program and we’d like to
include your accounts. How
can I help you?”
Sales:
“Now that you ask…”

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Great ABM Is Customer-Focused, Insight-Led, Tech-Enabled
Insights and
Technology
Buyer and
Customer
Needs
Business
Goals
ABM

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Sales Buy-In: What’s The First Step To A New Image?
Where does
marketing get
account
insights for
ABM today?

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Sales Buy-In: What’s The First Step To A New Image?
Find out what they need to
know and deliver it
Marketers tell us they’re mainly asking sales to give
them information about accounts
Source: SiriusDecisions 2015 State of Account-Based Marketing Survey

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Sales Buy-In: What’s The First Step To A New Image?
Try “give to get” strategy instead:
Find out what sales wants to know and deliver it
Source: SiriusDecisions 2015 State of Account-Based Marketing Survey

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Overpromising, Under-Resourcing: Skills Gap Is Critical
Do your
marketers
doing ABM
have the
skills they
need to be
successful
?
53% 47%
Source: SiriusDecisions 2015 State of Account-Based Marketing Survey

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Overpromising, Under-Resourcing: Set The Right Goals
If you believe ABM
success is measured
only on lead volume…
Think again.
ABM is about influence.

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Prevent Overpromising: Report on The Right Measures
Time to
Result Measurement
% who measure
today
Longterm
# of closed deals touched by mktg in ABM accounts 61%
$ value of revenue sourced by mktg from ABM accounts 34%
$ value of revenue touched by mktg from ABM accounts 29%
Funnel velocity for ABM accounts vs. non-ABM accounts 20%
Close rate for ABM accounts vs. non-ABM accounts 19%
Customer loyalty/Net Promoter Score improvement 8%
ASP (avg sales price) for ABM accounts vs. non-ABM 5%
Time to
Result Measurement
% who measure
today
MidTerm
# of leads identified by marketing in ABM accounts 58%
# of leads touched by marketing in ABM accounts 46%
$ value of pipeline identified/sourced by marketing from
ABM accounts 46%
Customer retention and/or upsell 31%
Time to
Result Measurement
% who measure
today
QuickWin
Response rates to marketing from ABM accounts 47%
Online activity from ABM accounts 39%
Number of new contacts in ABM accounts 36%
Internal stakeholder feedback (e.g. sales, product) 36%
Participation in all mktg activity from ABM accounts 25%
Source: SiriusDecisions 2015 State of Account-Based Marketing Survey

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ABM Teams Have A Lot To Do But Not Much Help
Source: SiriusDecisions 2015 State of Account-Based Marketing Survey

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Build An ABM Ecosystem (That Includes Other Marketers)
70 percent have staff fully or
partially dedicated to ABM
Only 46 percent of ABM teams
are working with other marketing
teams to get help
Low-cost productivity boost:
Leverage existing efforts where
they map to ABM needs Source: SiriusDecisions 2015 State of Account-Based Marketing Survey

31. New Tools of Marketing
and A Look in The Crystal Ball:
How To Scale Account-Based Marketing
and What’s Coming Next
(hint: they’re related)

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Today’s Toolkit: An Underleveraged Asset for ABM
Some of the technologies used by
account-based marketers today:
• 80%: Salesforce automation/CRM
• 66%: Marketing automation platform
• 56%: Account-based advertising and re-targeting
• 45%: Web analytics tools
• 34%: Social media monitoring
Source: SiriusDecisions 2015 State of Account-Based Marketing Survey

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What’s Next: Better Tech-Enablement of ABM for Scale
61 percent of
companies doing
ABM said they plan to
invest in technology in
the next 12 months
Source: SiriusDecisions 2015 State of Account-Based Marketing Survey

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Planned Technology Investment Spans Wider Range
Where 2015 investment is planned for ABM:
• 53%: Account-based advertising
• 45%: Marketing automation platform
• 34%: Sales force automation
• 32%: Website personalization
• 32%: Web analytics
• Plus many other technologies and services
Source: SiriusDecisions 2015 State of Account-Based Marketing Survey

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Technology Infrastructure for Account-Based Marketing
Social Media
Marketing & Sales
Force Automation
Display Targeting
and Retargeting
Data
services
Customer
Success
Mgmt.
Progressive Profiling &
Dynamic Display/CMS
Analytics
(Web, reporting,
predictive/advance
d, etc.)
Customer
Reference/
Advocacy
Customer
Intelligence
Management
Buying Cycle Customer Lifecycle
Account Planning

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Your New Hat
A Gift From Sales

37. Thank You!
@siriusdecisions
@megheuer