"Retro Yet Revolutionary: How ABM Enables Sales To Drive Revenue "

Retro Yet Revolutionary: How ABM
Enables Sales To Drive Revenue
Laura Ramos, VP and Principal Analyst

2© 2017 FORRESTER. REPRODUCTION PROHIBITED.
Source: Forrester/Internet Retailer Q1 2017 Global B2B Buy-Side Online Survey
68% of B2B buyers
prefer to research
online on their own
–
up from 53% in
2015.
© 2018 Forrester Research, Inc. Reproduction Prohibited

Source: Forrester/Internet Retailer Q1 2017 US B2B Buyer Channel Preferences Online Survey (N = 229)
62% of B2B buyers
say they can now
develop selection
criteria or finalize a
vendor list — based
solely on digital
content.

Empowered customers change marketing dynamics
Source: “Winning in the Age of the Customer” Forrester report.

Exceptional
experiences
are now your
best
competitive
advantage.

Obsessed firms have stronger customer relationships
Base: 468 global B2B executives
Source: Forrester’s Q3 2016 Customer-Obsessed Operating Model Online Survey

And better revenue performance
Base: 468 global B2B executives
Source: Forrester’s Q3 2016 Customer-Obsessed Operating Model Online Survey

“Marketing and sales jointly
obsess over how to pursue,
establish, and grow relationships
with specific customer accounts.”

9
ABM improves customer
centricity

What is the state of ABM today?
Latest Forrester data on trends and best practices

13
Source: 2017 Sate of Account-Base Marketing Study Findings from Sirius Decisions 2017*
Source: Account-Based Marketing ROI Research Report from Lenati April 2017**
Source: Driving Growth with Three Types of ABM from ITSMA August 2017

Who did we survey?
Demographics

ABM evolves from early stage to maturing practice

ABM experience correlates to exceeded $$ goals
Base: 199 respondents. Source: Forrester’s Q1 2018 International B2B Marketing Benchmark Panel Online Survey

Internal efficiencies produce current ABM value
YIKES!

Marketers still feel ABM gets applied too broadly
53% said ABM:
“Lacks meaning
since applied
inconsistently.”
Down from 73% in
2016.

Marketers fund ABM with budget, but not headcount

Personalization and data are essential ingredients
•95% say personalized content and engagement are
keys to ABM success.
•92% say better data and more research are keys to
ABM success.

But both are top challenges for B2B marketers
“Which describe the biggest
challenges you have with
ABM?”

Expectations remain high for ABM’s role in increasing pipeline, per-account revenue,
and seller impact

Findings summary
• ABM is maturing, but not yet the new normal
• Goals and strategies remain confused and fluid
• Despite advances, experimentation dominates activity
• Personalization and data analytics are keys to success today
• Marketing and sales alignment is top outcome
• Mature ABM practices correlate to revenue growth

How does ABM better enable sales?

ABM puts the focus back on fundamentals
Segmentation Targeting Alignment

Four key steps set up ABM success
Source: “Retro Yet Revolutionary: Demystifying Account-Based Marketing” Forrester report

It all starts with picking the right objectives/strategy
Hunt big deals
and prize fish
Break into new
markets
Find lookalikes
ready to buy
Deepen customer
relationships

A tiered approach balances resources and results
Source: “Not Yet The New Normal, ABM Evolves Into Account Based Engagement”

Help sellers become more human and helpful
Personalized interactions at
scale.
Lead with the educational and
learn their issues.
Improve visibility to keep
finger on account pulse.

Personalize the outreach into specific accounts
Conversion from contact
to first meeting in target
accounts
+60%

Capture the attention of key decision makers

Intelligence tools help improve account visibility
Source: FirstRain, a division of Ignite

Reward
persistence.
Support a
patient
approach.

Xerox engages industry prospects/buyers at scale
Click thru
} From AM
Update8/24/2011
Calls
Completed
CallsNot
Completed % Completed
Calls
Completed
CallsNot
Calls
Completed
CallsNot
Calls
Completed
CallsNot
Completed
%
Completed
Ed Driscoll 45 44 51% 15 9 63% 6 12 33%
Amy Nanouski 17 100%
Cynthia Engert 9 5 64% 2 100% 3 0%
DwayneDixon 9 0%
Gregory Adwell 2 100% 13 100% 5 100%
Kendrick Largent 15 0% 3 0% 3 0%
LeslieRemenek 4 13 24% 1 100% 1 2 33%
Michael Saint 2 100%
Richard Menninga 11 2 85% 6 0% 6 0%
Jim Cantrell 91 5 95% 22 25 47% 12 31 28%
Dawn Ford 8 100% 3 1 75% 8 100%
DianeFoss 8 2 80% 9 2 82% 1 4 20%
GeorgeKennard 13 100% 2 6 25% 9 0% 2 0%
Jerry Davila 8 100% 5 0% 5 0%
John Chambers 10 100%
MikeMonroe 22 100% 3 0% 3 0%
Phillip Goodwin 2 3 40% 3 0% 4 0%
Susan Ball 14 100% 6 1 86% 3 0%
SuzanneGwaltney 6 100% 2 4 33% 3 3 50%
Jim Spellman 28 10 74% 12 5 71% 7 8 47%
Carolyn Barber 5 100% 2 100% 2 0%
Eric Johnstone 9 0% 4 0% 4 0%
Mary Nelson 8 100% 5 100% 4 1 80%
Steven O'Connell 7 1 88% 1 1 50% 1 0%
Tami Angelo 8 100% 4 100% 3 100%
Patrick Mcloughlin 53 37 59% 11 24 31% 11 24 31%
Carter Ahl 8 2 80% 1 2 33% 1 2 33%
John McCarthy 15 100% 10 100% 10 100%
PaigePantezzi 4 100%
Patrick Mcloughlin 13 0%
Rebecca Kern 9 0% 3 0% 3 0%
Rosemary Cullivan 8 100%
StephanieTomlin 11 2 85% 14 0% 14 0%
Tom Graham 7 11 39% 5 0% 5 0%
Rick Gonzales 76 15 84% 33 15 69% 28 21 57%
Alison Capossela 10 100% 4 0% 4 0%
Anna Spence 11 7 61% 11 1 92% 11 1 92%
Cheryl Land 3 100% 3 0% 3 0%
Ellen Tehoke 7 100% 9 100% 7 2 78%
GeorgeJackson 4 100%
Heath Pontius 6 8 43% 3 4 43% 7 0%
Jeff Sassaman 21 100%
Tim Lampkin 14 100% 10 3 77% 10 4 71%
Grand Total 293 111 73% 93 78 54% 64 96 40% 1 4 20%
7/21/2011 to 7/26/2011 7/27/2011 to 7/29/2011 8/01/2011 to 8/03/2011 8/05/2011 to 8/16/2011

Xerox engages industry prospects/buyers at scale
• 214 accounts
targeted with 408
contacts touched
• $12K total cost
• Minimum 8
appointments
scheduled with
targeted clients
• 4 oppt’y worth
$10M+ added to
pipeline

What about ABM technology?

Point solutions
proliferate.
Platform battle
brewing.
ABM is more than
‘marketing.’

A confusing vendor landscape will persist
Company Name
# of
Mentions
SalesForce 73
Marketo 54
LinkedIn 41
Terminus 25
Pardot 23
DemandBase 18
DiscoverOrg 18
N/A / None 18
Radius 18
Zoominfo 18
Which vendors/technology products
do you use currently to execute
ABM?
Company Name
% of
Responses
Engagio 46%
Demandbase 45%
Marketo 37%
Terminus 31%
LinkedIn Sales Navigator 28%
Salesforce Pardot 22%
Bombora 17%
DiscoverOrg 16%
Oracle (Eloqua) 12%
Other (please list) 12%
Which of this list of vendors do you
consider to be among the "Top 5" ABM
technology providers today?

How do you cut through the
noise and choose what’s
right for your organization?

Assess and close gaps in four areas
Account
Selection and
Intelligence
Account
Engagement
Orchestrate
Interactions
Measurement
and Reporting

Example: Early Experimenter tech stack
Source: Betterworks
Account
Selection and
Intelligence
Account
Engagement
Orchestrate
Interactions
Measurement
and Reporting
Leadspace
Existing CRM
Terminus
PFL
Social media
ZenIQ
Existing CRM
Google Analytics

Example: Lean Budget tech stack
Account
Selection and
Intelligence
Account
Engagement
Orchestrate
Interactions
Measurement
and Reporting
DemandBase
LeanData
DemandBase
Existing MAP
Outreach DemandBase
LeanData
Existing CRM
Google Analytics

Example: Rich Budget tech stack
Account
Selection and
Intelligence
Account
Engagement
Orchestrate
Interactions
Measurement
and Reporting
Bombora
Discover.org
KickFire
Mintigo
Eyereturn
LinkedIn
PFL
Vidyard
RainKing
Uberflip
Marketo
Oracle/Eloqua
Marketo
Salesforce

Example: “Are You Kidding?” tech stack
Account
Selection and
Intelligence
Account
Engagement
Orchestrate
Interactions
Measurement
and Reporting
Clearbit
Crayon
LeanData
Zoominfo
DemandBase
FeedOtter
RollWorks
Sendoso
SproutSocial
Frontify
Outreach
LookbookHQ
Pardot (Salesforce)
Bizible
Pardot (Salesforce)
Salesforce

ABM uniquely helps sellers to …
Engage the right
buyers earlier
Reach prospects
more efficiently and
effectively
Shorten timelines;
increase deal size;
improve lifetime value

How to make ABM enable sellers today
• Pick a strategy that solves a specific business need.
• Collect and distill insight so you can share it.
• Make account selection a team sport.
• Build an account pyramid to balance resources.
• Tightly coordinate the execution between sales and marketing.
• Use technology to expand successful efforts.

Read our research
• Not Yet The New Normal: ABM
Must Evolve Into Account-Based
Engagement
• The Forrester New Wave™: ABM
Platforms, Q2 2018
• “10 ABM FAQs — And Five More
That B2B Marketers Should Ask
More Often”
• “Metrics That Matter in Account-
Based Marketing”

Thank You
Laura Ramos
@lauraramos
lramos@forrester.com

"Retro Yet Revolutionary: How ABM Enables Sales To Drive Revenue "

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