20 reasons b2b loves abm
TRANSCRIPT
20 Reasons B2B Loves Account-Based Marketing
Phil Hollrah VP of Product Marketing, Demandbase @Philhollrah
John Dering Director, Marketing Prorgams, Demandbase @D_Rang
About the Study
§ Survey fielded in Q3 2015 § 352 responses; 236 used in the analysis § 78% B2B respondents; 22% mixed B2B/B2C
B2C and B2B are different
TARGET
DECISION MAKER
SALES
BUYING CYCLE
BUYING DECISION
QUALIFICATIONS
COST OF SALE
Target accounts
Buying Groups
Low transaction volume Typically high value
Long Months
Rational
Company attributes
High
Masses
Individual
High transaction volume Typically low value
Short Impulse - days
Emotional
Taste, Behaviour, Lifestyle
Low
B2C B2B
Key vertica
ls
Strategic
Named Accounts
Manufacturin
g
FSI
Pharma Mid
Market
SMB
Enterprise Closed/Lost
Late Stage Pipelin
e Early Stage Pipeline
What is Account-Based Marketing?
Evolution of Account-Based Marketing
1995- 2005 2005-2012 2012>>>
• Limited in scale (25-50 accounts)
• Field Mktg centric • Analog in approach
• Improved scale • Email centric • Industry focussed • Post hand raise • Reactive
• Fully scalable (5000+ accounts)
• Full funnel • Multiple targeting
options • Pre hand raise • Proactive
ABM in 3 Steps
Key vertica
ls
Strategic
Named Accounts
Manufacturin
g
FSI
Pharma Mid
Market
SMB
Enterprise Closed/Lost
Late Stage Pipelin
e Early Stage Pipeline
Identify the right accounts
Market to those accounts
Measure by accounts
ABM Impact on Marketing’s Success
4%
0%
21%
32%
43%
I don't know No impact Slight impact Median impact Significant impact
Revenue Increase from ABM*
40%
0%
23%
18%
5%
9%
5%
No impact
1 to 9%
10 to 19%
20 to 29%
30 to 39%
40 to 49%
50% or more
* ABM in use for 1 year or more
Key Benefits of ABM
33%
47%
43%
40%
53%
50%
50%
67%
70%
73%
28%
38%
55%
55%
55%
55%
59%
66%
69%
83%
Shorter sales cycle
Increased page views
Increased lift in target accounts visiting website
More personalized content experience
Increased conversion rates
More pipeline opportunities
Greater understanding of program performance
Better qualified prospects
Better sales/marketing alignment
Increased engagement w/target accounts
ABM users ABM testers
ABM Adoption by Company Size
12%
22%
41%
23% 19%
13%
33% 33%
23%
32%
26% 23%
$24 million or less $25 to $499 million $500 million+
Using Testing Interest Not using
Length of ABM Usage 65%
42% 41%
23%
48%
42%
12% 10%
17%
Small ($24 million or less) Medium ($25 to $499 million) Large ($500 million+)
Less than 1 year
1 to 4 years
5 or more years
Skills/Expertise by ABM Usage
29%
16%
7% 4%
36%
24%
34%
9%
35%
60% 59%
87%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Not using Interested Testing Using
Don't know expertise requirement
Don't have expertise
Have some/all expertise
Technology Readiness for ABM
35%
16%
24%
25%
10%
5%
27%
58%
Don't know what is needed
Don't have it, not investing
Don't have it, but investing
Have the needed technology
Using ABM Not using ABM
Marketing Approaches with ABM
5%
11%
39%
54%
49%
55%
43%
71%
2%
32%
53%
62%
64%
64%
66%
92%
Other approaches
Territory planning
Micro-campaigns
List building
Funnel/pipeline review
Event planning
Sales enablement
Regular meeting
Using ABM Not using ABM
What to Think About Next § Evaluate your current situation
§ Start small, test and learn
§ Measure your results
§ Download additional resources
§ “Account-Based Marketing Adoption” research study
§ “Account-Based Marketing: Fundamentals Every B2B
Marketer Must Know” eBook