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TRANSCRIPT
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
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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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