efficient growth through account based marketing - by net-results
DESCRIPTION
You’re always hearing about the need to adjust your organization’s mindset, but this roundtable isn’t about adjusting your mindset. This roundtable is for digital marketers who want to actually start implementing ABM. We want to guide you and help you get started. The roundtable will focus on building a solid strategy and implementing tactical elements of an ABM philosophy. Our host this month is Net-Results. What will be discussed: Brief overview of how account-based marketing works (how it differs from traditional marketing) Examples of account based marketing Applying ABM to your organization Developing a strategy Tactical methods to execute your strategyTRANSCRIPT
Meredith GierschDirector of Channel Optimization, Net-Results
BMA RoundtableThursday, April 24th 2014
EFFICIENT GROWTH THROUGH ACCOUNT BASED MARKETING
© Copyright 2014 Net-Results. Trademarks belong to their respective owners. All rights reserved. Source of ABM framework: Sirius Decisions
InsightsCompetitive market, alignment with client needs, decision maker personas, existing relationships
SelectionHigh client value plus highest likelihood to close
1 : 1 vs. 1 : few vs. 1 : many
PlanningAlignment with sales goals, targeted messaging by persona, tactic selection
ExecutionStrategy and campaigns for pilot – tweaked for larger rollout
Measurement Short term: (conversion rates)Medium term: (pipeline)Long term: (revenue)
Please describe any Account Based Marketing strategies your team has tried. What success stories and/or challenges from any stage are you willing to share? What remains your biggest concern? Any advice to share?
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
Specific, account-level focus is what separates ABM from broad-based marketing. Like most things that deliver a real competitive advantage, however, the logic of ABM is simple but the delivery takes some effort.
- Megan Heuer, Sirius Decisions
Account Based Marketing: from your perspective
ABM: the practice of treating individual accounts as markets in their own right. It’s a structured approach to developing and implementing highly customized campaigns to markets of one: accounts, partners, or prospects, typically a company’s largest, most strategic accounts or partners.
- Jeff Sands, ITSMA
Specific, account-level focus is what separates ABM from broad-based marketing. Like most things that deliver a real competitive advantage, however, the logic of ABM is simple but the delivery takes some effort.
- Megan Heuer, VP and Group Director of Data-Driven Marketing, Sirius Decisions
Source: http://www.siriusdecisions.com/blog/believe-the-hype-you-should-be-doing-account-based-marketing/
This morning’s agenda…
• Who is here and what’s your background?
• What’s all the hype about Account Based Marketing (ABM)?
• What are the five stages for planning and implementation?
• How have we used ABM at Net-Results?
• What experiences – success and challenges – have you faced in regard to ABM?
Over 80% of marketers that measure ROI say that ABM outperforms other marketing investments
ABM Programs have been so successful that marketers planned to double their spending in 2013
Insights• Internal
Account Data
• External Data
Selection• Segmentation
• Assessment
Planning• Goals (Cross-
sell, Up-sell, Relationship)
• Targeted Messaging
• Tactic Selection
Execution• Pilot
• Rollout
Measurement• Short-term
• Medium-term
• Long-term
Communication
Source: Sirius Decisions
Account Based Marketing requires intentional planning and assessment at each stage
Insights Selection Planning Execution MeasurementInsights• Alignment of
offerings
• Avg. customer deal
• Contact engagement history
Selection
o1 : 1 large accounts
1 : Few industry/segment
o1 : Many customer lifecycle
Planning• Sales goal:
relationships
• Targeted Messaging
• Elevate / build out content
Execution• Pilot: 5 of 285
• Rollout: next tier with adjustments
Measurement• Short-term
(Opens, CTR, conversions)
• Medium-term (pipeline)
• Long-term (revenue)
Communication: Sales, Marketing, Product Team
Net-Results example: targeting key competitor’s partners
Key takeaways on Account-Based Marketing (ABM)
Marketing leads ABM, but the process must be very collaborative
Collection and sharing of insights – customer pain points and needs – is the foundation for success
ABM is an investment in time and resources – focus on accounts with the highest ROI
1
2
3
ABM requires a cross-functional, collaborative approach, and the two functions that need to align most clearly are sales and marketing.
Marketing must be engaged as early as possible in the sales account planning process in order to produce insights, content, programs and initiatives with precision.
- Matt Senatore, Research Director, Account-Based Marketing, SiriusDecisions
Source: https://www.siriusdecisions.com/blog/are-you-ready-for-account-based-marketing/
Marketing boosts individual purchase intent and Sales facilitates consensus
Marketing has access to insight before sales “meets” the prospect• Implicit data (web activity) • Explicit (form submissions)
Source: 2013 B2B Global Buyer Survey; CEB analysis
0% Process begins
37% Group conflict peaks
57% Sales rep first contacted
100% Process completed
Marketing Owns Primary Responsibility Sales Owns Primary Responsibility
ABM: the practice of treating individual accounts as markets in their own right.
It’s a structured approach to developing and implementing highly customized campaigns to markets of one: accounts, partners, or prospects, typically a company’s largest, most strategic accounts or partners.
- Jeff Sands, VP of Account Based Marketing, ITSMA
Source: https://www.itsma.com/ezine/abm-as-the-key-to-career-advancement/
The most critical component of ABM is the collection and sharing of insights
Marketing
Online personas
Digital behavior
Web form submission
Marketing engagement
history
Sales
Contact engagement
history
Status of active deals
Sales goals
Relationship with decision
makers
Market Intelligence
Industry
Competitive market
Industry needs / pain
points
Average deal size
Limited budget and resource concerns lend themselves to a renewed focus on account-based marketing techniques, combining what you know about the companies most likely to buy with your tactical campaign selection, lead scoring, lead nurturing, buyer persona creation and content strategy.
- Account-Based Marketing in 2013, A Demandbase, Ziff Davis Survey
Source: http://www.demandbase.com/assets/ResourceDocs/White-Paper-2013-Account-Based-Marketing-Survey.pdf
ABM is an investment in time and resources – focus on accounts with the highest ROI
Selection• Chose accounts based on opportunity, potential and ROI• Start with a pilot with highest tier
Repurposing • Audit current assets and map to target accounts• Adapt and expand content to address ABM strategies
Measurement• Base measurement on revenue and sales goals• Near term, short term, long term
Insights• Internal
Account Data
• External Data
Selection• Segmentation
• Assessment
Planning• Goals (Cross-
sell, Up-sell, Relationship)
• Targeted Messaging
• Tactic Selection
Execution• Pilot
• Rollout
Measurement• Short-term
• Medium-term
• Long-term
Communication
Source: Sirius Decisions
Strategies? Success stories? Challenges?
Failures? Concerns?
