fundamentals of abm: preparing your organization for abm success

The Fundamentals of Account-Based Marketing

Jessica FewlessDirector, Field and Partner MarketingSeptember 16, 2015

@jfewlessb2b

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What you’re in for today…

Why ABM? What does ABM solve for? Laying the groundwork of an ABM strategy Leveraging ABM across the organization Putting ABM it into action!

Why Account-Based Marketing?

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of marketing generated leads are never followed up by sales.

50% - Miller Pierce, 2014 VOC Study

Leads aren’t valued…

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Focusing on volume wastes time and money

4.4% Inquiries Convert

.03% Inquiries to closed/wonSource: Sirius Decisions

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6

The sales and marketing divide

MARKETING SALES

LeadsPersonasQuantityIndividuals

OpportunitiesBuyers/Influencers

QualityAccounts

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Focus on what matters: Accounts

Identify the right accounts

Market to those accounts

Measure by accounts

STEP 1 STEP 2 STEP 3

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8

Why Account-Based Marketing?

• Ensures attention is given to top prospects/customers

• Defines growth and timing based on account specifics

Focuses on best opportunities

• More efficient with a defined universe• Delivers on their target accounts

Supports sales reality

• Linked to greater customer satisfaction and retention

• Customers experience less noise, respond at higher rates to more relevant outreach

Delivers customer-centric experience

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For B2B, all paths are converging on ABM

SiriusDecisions

92%Of marketers say ABM

is a must-have strategy for the current

B2B marketplace

Alterra Group

Of marketers achieved higher ROI with ABM than with other marketing initiatives

ITSMA

84%Of marketers say ABM

strategies outperform other marketing

investments on ROI

BOTTOM LINE:

Account-Based Marketing is the new reality for B2B

97%

Laying the Groundwork for a Successful ABM Strategy

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Sales and Marketing Alignment

1. Identify the Stakeholders

2. Build your target account list

3. Decide on segmentation and business objectives

4. Agree on new metrics and measurement

5. Implement ABM across marketing

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Identify your stakeholders

Sales Marketing

Field/Customer Marketing

Digital Marketing

Demand Gen

CMO

Customer Success

Field Sales Leaders

Inside Sales Leaders

CRO

Marketing/Sales Operations

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Customers

Prospects

Partners

Define Segments and Business Objectives

Upsell

Renewal

Awareness

Trial

Purchase Re-En-

gage

Competitive

Acquire

Inform

CoSell

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Target List: Identifying key account attributes

Company Size

Employee Size

Other technologies employed

Industry

1234

Figure out what the attributes are of your best customers, then find prospects with

those same or similar attributes

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Identify your High Value SegmentsSeg

ment 1Segment 2

Segment 3

Customers

1. Identify your key segments2. Chose a segment for your

ABM strategy 3. Identify business goals for

that segment4. Build a marketing mix to

support

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Metrics that achieve your business goalsNew Focus Quality vs Quantity

Targeted Inquiries Goals are set and success is measured off interest generated only from the target account list

MQLPipeline conversion While you’ll still measure raw MQLs, given the increased quality of leads, more should filter into pipeline. How is/can marketing help increase this?

Close Rate Are you increasing the number of pipeline deals that are won? How is/can marketing contribute to this?

ACV/Ave Deal Size Are the deals increasing in value with this new focus? How is/can marketing help increase this?

Deal Velocity From Inquiry to Sales, how quickly are your deals closing? How is/can marketing help decrease this lifecycle?

BOTTOM LINE:

ABM leads to less waste and greater efficiency!

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New ABM Marketing Mix

EventsWhat percentage of attendees are on my

target account list?Fewer Events, Greater Investment

Digital CampaignsHow do I provide a consistent, relevant

experience?Optimize for the 15%

Customer MarketingHow can I support our customer success

team and our AEs?Selling to and with our Customers

Field CampaignsWhich regions have the greatest concentration of target accounts?Set the strategy, don’t chase requests

Target Account List

Getting Started

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ABM Across The Funnel

Measure (x2)

AttractEngage

Convert

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Measure

1. Identify what’s working2.Select focus areas3.Set a baseline

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VS. Account-Based Advertising

Traditional Digital Advertising

Attraction: Get the RIGHT accounts to your site

AnonymousMass Market

Personas Only

FocusedZero waste

Tailor-made for B2B

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ASSET PAGE

LANDING PAGE

Engagement: Deliver relevant messages

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Conversion: Get visitors to take actionDEMANDBASE ENABLED FORM

Ping Demandbase via API

$35,622,000,000

Software and Technology

105,000

500 Oracle Parkway

Redwood Shores

CA

94065

Enterprise

Stevens

js@oracle.com

John

Ora|

Mgr

DATA MANAGEMENT PLATFORM

$35,622,000,000Software and Technology

105,000500 Oracle ParkwayRedwood ShoresCA94065Enterprisehttp://www.oracle.com

Oracle Corp.Company

Revenue

Industry

Acct Status

Employees

Address

City

State

ZIP

Audience

Website

Prospect

Push winning data set to hidden fields

Company Name Autocomplete

Email Domain Check

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Measure: AGAIN!

Are you on your way to achieving your business goals?

If not, why? If so, Is it time to

expand the program to the next segment?

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Overall Strategy and Plan Identified and align stakeholders Establish and agree to target account

list and key segments Align all marketing teams on account-

based approach Implement ABM across marketing,

throughout the funnel Expand to more segments

Execute, Measure and Continually

Refine!