Download - ABM: The what, why, when, where and how
The Who What When Where Why & How of ABM
London | 18 March 2015
Bev BurgessSenior Vice President
ITSMA Europe
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Who
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ITSMA ABM Council
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Account Based MarketingSM Adoption Model(built with ABM Council members)
Scale
PilotBuild
Standardize Achieve economies of scale through standard processes, shared services, and automation
Create ABM knowledge management system
Leverage ABM practices in other areas ofmarketing
Determine pilot accounts Develop metrics Research and analyse pilot accounts Build integrated account plan
and execute Measure and review Publicise results
Gather learnings from pilots Refine account selection criteria Begin defining common metrics and
success criteria Identify funding sources
and resources Create growth criteria Deepen executive
sponsorship
Drivers to
Pilot Opportunity to increase wallet
share and mindshare Increased competition in accounts Account relationships at risk Lack of cohesive strategy for
deepening account relationships
Drivers to
Build Positive results from pilots Encouraging feedback from sales Account planning process improves Increased executive support for
ABM strategy
Drivers to
Scale ABM results lift the overall business Recognition of/need to expand
globally from original geography/sector
© ITSMA. All rights reserved.
Create PMO and governance model Determine standard metrics and
success criteria across all accounts Develop staffing process Integrate ABM into the overall
reward/recognition system
Drivers to
Standardize Account managers demand ABM ABM sparks career interest Account relationships improve ABM accounts outperform others
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16%
15%
28%
18%
23%
of companies are scaling ABM to achieve high returns
are planning ABM, or are in the Pilot or Build stages59%
% of Respondents (N=73)Source: ITSMA Account Based Marketing Survey, October 2013
Plan Pilot Build Standardize Scale
¼
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What
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The Who What Where When Why & How of ABM | PN5513 | © 2015 ITSMA Europe. All Rights Reserved. | 8
When
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ABM can help you in these situations
New Account
Development
Pursuit of Identified Major Opportunities
ChangingPerceptions
orPositioning
More structured, planned approach.
Focus is on increasing share of wallet and share of mind through better
and deeper relationships.
Potentially with partners.
Broader goal to include enhanced positioning and/or
changing perceptions.
Often important when a company goes through a
rebranding.
Account support based on RFP’s and/or identified
major sales opportunities.
Marketing’s link with sales teams is more
tactical.
Creating an integrated approach
with sales to penetrate new
accounts.
Cross-Selling/Upselling
for AccountPenetration
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ABM fits at the top of your B2B marketing pyramid
Segment Marketing
Mass Customized Marketing
AccountBased
Marketing
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Prioritising accounts for ABM
Source: ITSMA Case study
Size of the circle
represents IT spend
INDUSTRY EXAMPLE
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Where
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ABM step by step:Start with the account
Knowing what is driving the
accountPlaying to the clients’ needs
Developing targeted value propositions
Integrating sales and marketing
campaign planning
Integrating sales and marketing
campaign execution
Evaluating results and
updating plans
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Delivering account insight
INDUSTRY EXAMPLE
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Changing perceptionsWanted to become a next-generation network partnerBUT seen as small hardware vendorSO built a customer team, hired an ABMer and delivered a three-year integrated plan:
Dramatically increasing mindshare Selected as a partner Increased revenue 30% year on year Marketing contributed 30% of pipeline
Influencer relationsInnovation days
Thought leadership
Advisory boardsSocial media
Executive briefingsNewsletters
Webinars
RoundtablesSegmentationProfilingTargeted messaging
INDUSTRY EXAMPLE
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Driving dramatic revenue growthWanted to grow share of wallet in a global automotive accountSO built a core team of executives & built an integrated plan around account’s future strategy:
100% year on year revenue growth 500% increase in opportunities 400% mindshare increase 300% increase in new executive
meetings Higher than average CSAT scores Selected as preferred mobility partner
Personalised web pages
Innovative website
Cognizant ‘partnership day’
Joint brandingExecutive mapping
Mobile gaming Kiosks
Subject matter experts
‘Save the date’ mailersAnalysis of existing challenges
Profiling
Recommended strategic initiatives
INDUSTRY EXAMPLE
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Why
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Don’tknow10%
of companiessay ABM
delivers higher ROI than other marketing initiatives
No30%
Source: ITSMA Account Based Marketing Survey, October 2013
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Microsoft makes the case to scale
Figure 1. Number of Unique Contacts, Existing Contacts, and New Contacts
Figure 2. Net Satisfaction, Relationship Management, and Response Rate Scores
Source: Microsoft, 2013 [ITSMA Case Study | Microsoft’s ABM Metrics: Making the Case to Scale Up]
INDUSTRY EXAMPLE
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How
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Show interim successes
Position ABM as a strategic business initiative
Adoptbest practices
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Get the competencies you need for the job
Career PathMarket and
Account Intelligence
Account Relationships and Strategy
Tailored Value Propositions
Marketing Communications
Business AcumenLeadership
Cross Organizational Collaboration
Workstyle
Career Path
Bev BurgessSenior Vice PresidentITSMA [email protected]+44 (0) 7775 765722
Thank You!