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Human Centric Innovation

Driving a Trusted

Future

The Paradox of Agile and Strategic ABM

B2B Ignite 2019

Andrea Clatworthy – Head of ABM and DBM, EMEIA

Waheed Warden – ABM and DBM Lead, EMEIA

#IgniteB2B @clatworthya @waheed_warden #Fujitsu

3 © 2019 FUJITSU #IgniteB2B @clatworthya @waheed_warden #Fujitsu

Poll & QA Instructions

On the Ignite 2019 app: click on

this session name (16:00 The

paradox of agile and strategic

ABM),

Scroll down to live polls and then

vote.

At the end of the session, there will

be a time for QA – Questions can

be sent via the app

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https://www.youtube.com/watch?v=ArBg8ZHIrd4

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Know your audience

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Fujitsu’s ABM Journey

2014 2015 2016 2017 2018 2013

Early Comms

support for

large accounts

Launched UK

ABM program

Aligned ABM

with sales

segmentation

Program

Extended to

EMEIA

ABM Light

touch testing

Centre of

Excellence

Created to

enable ABM

Everywhere

2019 2020

Blended ABM

Strategy

Optimising

ABM with

technology

ABM is BAU

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Types of ABM at Fujitsu

Inve

stm

en

t &

RO

I p

er

acco

un

t

High

Low

One to many

accounts

One to few

accounts

One to one

accounts

Strategic

ABM

ABM Lite

Programmatic ABM

BLENDED ABM

CLUSTER

SECTOR

MARKETING

STRATEGIC ABM

ABM LITE

INDUSTRY MODELS

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What does it mean to be strategic?

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What is Strategic ABM?

Right message Right person Right time

Reputation Revenue

Relevance

Relationships

Reach

Realign sales ROMI

ABM is a strategic approach that aligns

relevant marketing and sales efforts to open

doors and deepen engagement in selected

accounts

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What does it mean to be Agile?

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A strategic plan is a course of action to

achieve long-range goals, generally up to

five years... Tactical plans represent the

short-term efforts to achieve the strategic,

longer-term goals

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A strategic plan is a course of action to

achieve long-range goals, generally up to

five years... agile plans represent the

short-term efforts to achieve the strategic,

longer-term goals

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What the industry is saying about Agile Marketing:

Gartner Marketing Insights 2018-19, Building an Agile Marketing Organisation

‘The B2B marketing leaders who stand out in the future

will balance these two factors: the long and the quick’

Source: https://www.marketingweek.com/2019/05/16/long-short-b2b-marketing/

“Marketing works best when it follows a long-term strategy, but

the operating model must be based on short feedback loops.”

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So how do we build a strategic and agile ABM approach?

Agile

Marketin

g

Manifest

o

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ABM Program Level

ABM Plan Level

Developing a blended ABM

approach

Continuous evolvement: Kanban

and Scrum and sprints

How to Guidelines on agile ABM

plans & new plan templates

Training in Agile

New styles of governance: CoE

ABM plan reviews

Continued collaboration with

sales to adapt campaigns

Use always-on insight to

inform your ABM approach

Objectives for the long term

Align activity plans quarterly

to remain relevant

Use agile principles

Asset reuse to enable speed

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Example of a strategic ABM

plan with agile execution

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The Ministry of Defence is the British

government department responsible for

implementing the defence policy set by Her

Majesty's Government and is the

headquarters of the British Armed Forces

Our customer…

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Source : https://www.raf.mod.uk/what-we-do/overview/

What they do:

• Respond to threats

• Prevent conflict

• Watch the skies

• Deliver aid

• Work in partnership

• Combat Cyber threats

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Source : https://www.raf.mod.uk/our-

organisation/raf100/

On 1 April 2018, the Royal Air Force celebrated its 100th birthday

Commemorate, Celebrate, Inspire

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Video link : https://youtu.be/SjWU5Ygz-1M

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#inspired ?

Maxine Ashbrook

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Build your own plane

http://careerrunway.co.uk/build-your-own-plane/

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The Paradox of Agile in Strategic ABM…

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Q&A

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