account based marketing and account planning - better together
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ABM & Account Planning: Better Together | PNXXXX | © 2015 ITSMA . All Rights Reserved. | 1
twitter hashtag:#ITSMA15
ABM & Account Planning: Better Together | PNXXXX | © 2015 ITSMA . All Rights Reserved. | 2
Online Session | 11 August 2015
Bev BurgessSenior Vice President and
ABM Practice LeadITSMA Europe
bburgess@itsma.com+44 (0) 7775 765722
@BurgessBev
Maureen BlandfordFacilitator
Senior AdvisorITSMA
@MaureenB2B
Donal DalyCEO
The TAS Groupddaly@thetasgroup.com
@donaldaly
Jon MillerCEO
Engagiojon@engagio.com
@jonmiller
ITSMA Online Session | Account Based Marketing & Account Planning: Better Together | 11 August 2015 | OLB150811 | © 2015 ITSMA. All Rights Reserved. | 3
Don’tknow10%
of companiessay ABM
delivers higher ROI than othermarketing initiatives
Source: ITSMA Account Based Marketing Survey, October 2013
84%
ITSMA Online Session | Account Based Marketing & Account Planning: Better Together | 11 August 2015 | OLB150811 | © 2015 ITSMA. All Rights Reserved. | 4
“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”
ITSMA Online Session | Account Based Marketing & Account Planning: Better Together | 11 August 2015 | OLB150811 | © 2015 ITSMA. All Rights Reserved. | 5
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
ITSMA Online Session | Account Based Marketing & Account Planning: Better Together | 11 August 2015 | OLB150811 | © 2015 ITSMA. All Rights Reserved. | 6
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 2014Source: ITSMA, 2015 Services Marketing Budget Allocations and Trends
Net % Increasing Spend
42%39% 36% 35% 33%
BrandCommunication
InfluencerRelations
DemandGeneration
SalesEnablement
ABM
ITSMA Online Session | Account Based Marketing & Account Planning: Better Together | 11 August 2015 | OLB150811 | © 2015 ITSMA. All Rights Reserved. | 7
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
ITSMA Online Session | Account Based Marketing & Account Planning: Better Together | 11 August 2015 | OLB150811 | © 2015 ITSMA. All Rights Reserved. | 8
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
1Strongly Disagree
5Strongly 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 IsA Marketplace
Donal Daly CEO, THE TAS GROUP
AccountPlanningInSalesforce.com
smartmatters Smart Sales Transformation
Awareness Interest Preference Action
acti
vit
y
time
The Sales & Marketing Continuum
smartmatters Smart Sales Transformation
4 Stages of the Customer Journey
1. Prospect
2. Customer
3. Loyal Customer
smartmatters Smart Sales Transformation
4 Stages of the Customer Journey
1. Prospect
2. Customer
3. Loyal Customer
4. Former Customer
smartmatters Smart Sales Transformation
The impact on a customer of a bad buying decision …
is greater than the impact on a sales person of a lost sale
smartmatters Smart Sales Transformation
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 Products
smartmatters Smart Sales TransformationSmart Sales Transformation
Your Market Segments
Your Products
Your MarketOpportunity
smartmatters Smart Sales Transformation
Awareness Interest Preference Action
acti
vit
y
time
The Sales & Marketing Continuum
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.
Different Tactics
Inbound vs. Outbound
You Need Outbound Tactics to Reach Specific People at Target Accounts
©2015 Engagio, Inc. All rights reserved.
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
©2015 Engagio, Inc. All rights reserved.
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
©2015 Engagio, Inc. All rights reserved.
Different Accounts & Deal Types Require Different Types of Marketing Support
Different Demand Types
©2015 Engagio, Inc. All rights reserved.
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
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
COMPREHENSIVENESS% target accounts touched
FO
CU
S%
of
tou
ches
from
ta
rget
acc
ou
nts
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
©2015 Engagio, Inc. All rights reserved.
Fishing With Spears: All About Account-Based Marketinghttp://www.slideshare.net/Engagio/fishing-with-spears-all-about-accountbased-marketing
Measuring ABMhttps://b2bm.turtl.co/story/55b60b8915623cdf7f3d0144
Jon Miller, Engagio
©2015 Engagio, Inc. All rights reserved.
ITSMA Online Session | Account Based Marketing & Account Planning: Better Together | 11 August 2015 | OLB150811 | © 2015 ITSMA. All Rights Reserved. | 37
Questions?
ITSMA Online Session | Account Based Marketing & Account Planning: Better Together | 11 August 2015 | OLB150811 | © 2015 ITSMA. All Rights Reserved. | 38
Donal DalyCEO
The TAS Groupddaly@thetasgroup.com
@donaldaly
Bev BurgessSenior Vice President and
ABM Practice LeadITSMA Europe
bburgess@itsma.com+44 (0) 7775 765722
@BurgessBev
Jon MillerCEO
Engagiojon@engagio.com
@jonmiller
Maureen BlandfordFacilitator
Senior AdvisorITSMA
mblandford@itsma.com+1 (937) 602-3383
Thank You!
ITSMA Online Session | Account Based Marketing & Account Planning: Better Together | 11 August 2015 | OLB150811 | © 2015 ITSMA. All Rights Reserved. | 39
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, 20October
Global Virtual Course Online
ITSMA Account Based Marketing Certification ProgramProgram Kickoff—Application Required
15–16 Dec Certification Boston,
MA
Save the
Date
ITSMA Online Session | Account Based Marketing & Account Planning: Better Together | 11 August 2015 | OLB150811 | © 2015 ITSMA. All Rights Reserved. | 40
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:
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