the state of the abm profession...2014. 2015. 2016. 2017. 2018. for the first time, marketers are...

The State of the ABM ProfessionDave Munn President & CEO, ITSMA

#TORONTOABM

2The State of the ABM Profession | Toronto ABM Summit | June 5-6, 2018 | EV180605 © 2018 ITSMA. All rights reserved. www.itsma.com

ITSMA has been helping companies with ABM since 2003

Research

Education

Advisory

Community


The rise of the third “R” in marketing

ReputationRevenue

Relationships


2013 2014 2015 2016 2017 2018

For the first time, marketers are investing seriously in building and sustaining relationships

Source: ITSMA, Services Marketing Budget Allocations and Trends 2013, 2014, 2015, 2016, 2017 and 2018 studies

65%(N=37)

Of marketing organizations are increasing their

engagement & advocacy budgets in 2018

32%

22%

42%34% 33%

% increasing engagement & advocacy spend


The adoption of ABM hasaccelerated since 2011

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018


87Why has ABM adoption accelerated?

of companies implementing ABM say ABM delivers higher ROIthan other types of marketing(N=55)

Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017

% It works!

Buyers demand relevance

Sales and marketing alignment

New tools and technologies


84% 74% 69%

A majority of ABMers report improvement in the Three R’s of strategic marketing% reporting improvement from ABM

Revenue(Annual revenue per

account)

N~49Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017

Reputation(Brand perception, awareness, and

knowledge)

Relationships(Number of relationships

across accounts)


As ABM has taken off, three distinct types have emerged

One-to-One ABM

One-to-FewABM

One-to-ManyABM

Creating and executing highly-customized programs for individual accounts

Creating and executing lightly-customized programs for clusters of accounts with similar issues and needs

Leveraging technology to tailor higher volume marketing campaigns for specific, named accounts at scale

Source: ITSMA


High performing ABM marketing organizations are more likely to follow a blended approach

Note: Differences are statistically significant.High performing organizations are those that are seeing ABM deliver significantly higher ROI than for other types of marketingSource: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017

63% 27%High

Performers(Have two or more ABM

types in use)

Average Performers

(Have two or more ABM types in use)

Vs.


Marketing strategy and technology are becoming inseparable…the same is true in ABM

Marketing Campaigns

Marketing Strategy

Marketing Technology

ABM Campaigns

ABM Strategy

Marketing Technology


Typical current state…with account-focused futureFUTURE STATE

Account-Focused SystemsMartech stack is geared towards accounts, actionable insights, and collaboration between numerous organizations

CampaignsPrograms move beyond inbound and nurture to customer-centric plans. A choreographed plan with sales on account engagement, plays are created.

Sales and Marketing Collaboration

Marketing is responsible for the full customer lifecycle. Sales and

Marketing collaborate on account outreach.

DashboardsMarketing dashboards/

reports provide two views:• Insights Marketers and Sales need

to develop and orchestrate the right customer experience

• Metrics on Reputation, Relationship, and Revenue with a

focus on account engagement

Account-Focused

CURRENT STATELead-Based SystemsMartech stack designed for products, lead-based sales

CampaignsInbound is dominant with broad audience segmentation

Sales and Marketing Alignment

Marketing focuses on TOFU with MQL handoff for the key alignment

point

Funnel ReportsMeasurement is Lead >> MQL >> SAL >> Opportunity >> Win/Lost

Lead-Based Funnel Demand

Generation


AI will have a big impact on marketing and ABM


Voice searchExpedia

Product recsWeather

I want to know I want to connect I want to buy I want to fixI want to use

Conversational user interfaces promise the ability to orchestrate 1:1 customer interactions at scale

Awareness Consideration Purchase Engagement

Help me find

Help me interact

Help me purchase

Help meactivatefeatures orcontent

Help meresolve myproblem

Teenage Mutant Ninja

Turtles chatbot

UberDomino’sMaya –

Lemonade insurance

bot

SpotifyAmazon Music

GenevaNissan

KLM chatbot

Source: Jonathan Copulsky, May 2018


CUI Ideas? For example…• Identify which experts to

connect to• Identify which thought

leadership to read• Understand more about

capabilities and offerings• Play podcasts• Help talent navigate the

recruiting process• Find out company information

(e.g., locations)

• Working within the firm

• Connecting with customers and partners

• Developing new offers

Source: Jonathan Copulsky, May 2018


67%We tailor existing points of view and thought leadership assets for individual accounts

59%We leverage existing points of view and thought leadership assets by preparing notes, proof points, scripts, email templates, or other aids for individual accounts

52% We leverage curated content targeted to individual accounts

26%We create original points of view and thought leadership assets specifically for individual accounts

Marketers are engaging executives with customized thought leadership in target accounts

Source: ITSMA Thought Leadership Survey, March 2018

Note: Multiple responses allowed.


Marketers are measuring and communicating impact from ABM across the three ‘R’s

Reputation Relationships Revenue• Sales satisfaction• Customer satisfaction• Brand perception• References

and advocates

• Account coverage• Account engagement• Relationship strength• Solution innovation

• Pipeline growth• Revenue growth• Deal size and type• Portfolio penetration• Share of wallet


ABM is one of the most important areas of marketing expertise in 2018

Note: Up to five responses allowed.Source: ITSMA, 2018 Marketing Budget Allocations and Trends Survey

54%Demand Gen

& Lead Nurturing

49% 49% 40%ABM Marketing

Performance Management

Martech


ABM success requires a diverse skillset, and cross-organizational collaboration

Market and account intelligence

Account relationships and strategy

Tailored value propositions

Marketing communications

Business acumen

Leadership

Cross-organizational collaboration

ITSMA’s ABM Competency Model

ABM Team

Marketing Leadership

Marketing Programs

Sales and Account Teams

Customer Service

and Success


Beware…• Scaling too fast• Not prioritizing your accounts• Not collaborating with sales• Thinking of ABM as just another

marketing tactic• Overpromising• Getting out over your skis with Martech• Not dedicating staff to ABM• GDPR

97096895


Final thoughts

“Marketing is only as valuable as its proximity to a customer. ABM,

and the right processes, can work wonders in driving growth.” Malcolm FrankEVP, Strategy & MarketingCognizant Technology Solutions

“It is my view that account-based marketing (ABM) is on the threshold

of revolutionizing the marketing domain. It shows all the potential of bringing about a much-needed paradigm shift.” Professor Malcolm McDonald Cranfield University


Thank You!

Dave MunnPresident & CEOITSMA (www.itsma.com)[email protected]+1 781 862 8500, x117 @davidcmunn

mailto:[email protected]

Launching and Building an ABM Program: Lessons Learned from CienaDavid Munn President & CEO, ITSMAMalcolm Loro Sr. Director, Americas Field Marketing, Ciena

#TORONTOABM

Launching and Building an ABM Program: Lessons Learned from Ciena | Toronto ABM Summit | June 5-6, 2018 | EV180606 © 2018 ITSMA. All rights reserved. www.itsma.com 2

Agenda

• Who’s here and where are you in your ABM program planning and implementation?

• Critical ABM factors to address• Other keys to success• Mapping your ABM journey• Lessons learned from Ciena on their

launch and pilot of ABM in 2017• Final thoughts• Questions and discussion


Tapping the full potential of ABM requires strategy, planning, buy-in, and new ways of working

Critical ABM Factors to Address

ABM program objectives, definition, and approach

Sponsorship and funding

Account selection criteria and process

Sales and account team integration

Campaign planning and execution

Technology and tools

Business and marketing metrics

Governance and planning

Staffing and professional development


ITSMA definition of Account-Based Marketing: “Treating individual accounts as markets in their own right”

A structured approach to developing and implementing highly-customized marketing campaigns to markets of one, i.e., individual accounts, partners, or prospects or sets of accounts.

This approach involves marketing and sales taking a close look at key business issues facing the target(s), mapping them to individuals, and tailoring campaigns to address those issues.

Core principles:1. Client insight and focus

2. Partnership between sales and marketing

3. Tailored programs and campaigns

4. Focus on reputation and relationships, not just revenue

5. An investment in growing business with your most important accounts


Other keys to success with ABM

• ABM is a business growth strategy not just another marketing tactic

• Use a standardized approach• Integrate ABM into current sales and

marketing processes• Create client-focused thinking—

an outside-in approach • Plan for controlled growth and expansion• Create a clearly defined budgeting process• Measure success across the 3 R’s—

Reputation, Relationships, & Revenue


Implementing ABM with your target account(s):ITSMA’s 7-step process

1Knowing what is driving the account

2Playing to the clients’ needs

3Mapping and profiling stakeholders

4Developing targeted value propositions

5Planning integrated sales and marketing campaigns

6Executing integrated sales and marketing campaigns

7Evaluating results and updating plans


Mapping your ABM Journey

Scale• Achieve economies of

scale through a blended approach, shared services, content creation, and Martech

• Expand ABM staffing model

• Create ABM knowledge management system

• Leverage ABM practices in other areas of marketing

Pilot• Secure pilot sponsor• Determine pilot

objectives and scope• Choose pilot accounts• Develop metrics • Research and analyze

pilot accounts• Build account plans and

execute• Measure and review

progress• Publicize results

Build• Gather pilot learnings • Deepen executive

sponsorship and funding• Formalize your vision• Refine account selection

criteria• Establish common

metrics and success criteria

• Create growth criteria• Develop ABM staff• Build Martech roadmap

Standardize• Create ABM Program

Office and governance model

• Determine standard metrics and success criteria across all accounts

• Develop ABM staffing model

• Integrate ABM into the overall reward system

© ITSMA. All rights reserved.


Lessons learned from Ciena


Ciena at a glance• Ciena is a network strategy and technology

company known for our commitment to customer success.

• With 25 years of industry leadership, we support more than 1,300 of the world’s largest, most reliable networks.

• Our technology is complimented with a high-touch consultative business model.

• Global headquarters: Maryland, USA• Canadian R&D Centers: Ottawa & Montreal• Employees: 5700+ employees in 80+ countries• FY 2017 Revenue: $2.8 billion


Our customers

• Global networks that span overland and undersea• 80% of the world’s largest service providers• Major Internet Content Providers (ICPs)• Global 2000 enterprises across multiple segments• Federal, state and local government agencies

Typical challenge driving ABM:• Industry transformation and consolidation

continues at a frenzied pace• Frequent need to reposition Ciena in

customer accounts


Account Dynamics

Marketing TO CompanyAccount is a Customer

Buys Network EquipmentMarketing funded by OPEX

Marketing WITH CompanyAccount is a Partner

Sells Carrier Managed ServicesMarketing funded by MDF

Ciena Field Marketing Manager

ABM


Lessons Learned

ABM requires a new or expanded set of skills Identify and develop the skills you need Leverage an experienced mentor

1

Market and account intelligence

Account relationships and strategy

Tailored value propositions

Marketing communications

Business acumen

Leadership

Cross-organizational collaboration


Lessons Learned

It takes time to get folks on board• Open and willing sales teams are critical, especially when you are just starting the ABM approach • Engaging and motivating them may take longer than expected

Demonstrate your value to the sales team; earn their trust• Research and analyze pilot accounts to bring new insights

• Social listening is a powerful tool

2


Lessons Learned

In a pilot, speed is more important than perfection

Understand the ABM methodology, but simplify it to for early success• Find some low hanging fruit—a known opportunity • Formulate and test the message with friendlies

before presenting it to new or unknown contacts in your stakeholder list (decision makers and influencers).

3


Campaign / Content Example from ABM Pilot

Goal: Demonstrate Ciena Commitment to customer imperative• Recognizable Account Faces• Print Ready Mailer• html version for e-mail• Matching Artwork Coffee Mug• Customer Specific Net Diagram

One to few customization-

change the logo and account team photos


KPI dashboard Plan Goal Medium Term Actual Long term

Relationship • 12 new contacts• Stronger relationships with 2 new

executives.

• Demonstrate to account we understand their needs

• 14 new contacts • Stronger with 4 new Executives• Terry D a new public advocate!

• 20 new contacts• 40 new followers

Reputation • Engagement with thought leadership content

• 5% increase in familiarity• 5% increase in portal read

responses

• 10% response rate• 5% increase in camp responses

Revenue • Pipeline growth of 5%• SBM sites up to 10 locations

• Revenue growth in backbone hardware of 7%

• Medium sized enterprises of up to 30 sites

• Revenue growth of added new service customers of 25%

• Pipeline Growth of 15%• Large enterprise site up to 1000

sites.

Pilot Metrics & Feedback


Lessons Learned Successful adoption of ABM will be greatly influenced by the organizational

design (and vice versa)

Global, centralized functions Regional, distributed functions

1

Create an integrated Sales & Marketing org structure• Ensures top-down support / common goals

Develop processes for “Best Practices” sharing between global and regional teams• Standardization of ABM Frameworks and Metrics


Final thoughts


Significantly higher Somewhat higher About the same

ABM is a long-term game; business results improve with experience

Note: Differences are statistically significant.Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017

How does ABM return on investment (ROI) compare to traditional marketing initiatives?

% of respondents

New to ABM (<=2 years experience) (N=35)

Experienced (>2 years experience) (N=20)

11%66%23%

15%30%55%


Developing campaign assets that are mass customizable to allow scale

Personalizing and tailoring our marketing to the key contacts at each account

Educating people (sales and field marketing) on what ABM is and how it is done

Getting adequate budget to support programs and resources

Justifying the program costs/proving ROI

Selecting and implementing technology to enhance and scale the program

42%

40%

35%

28%

28%

25%

Common challenges include developing the right assets, tailoring approaches, and educating the organizationWhat are the top three challenges you face in your ABM programs?

% of respondents (N=72)

Note: Up to three responses allowed.Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017


Documenting and communicating positive outcomes will help sustain an ABM program and build momentum

Show interim success

Number of new executive relationships Pipeline growth Invitations to propose Meetings obtained Event attendance Deeper relationships

Remember that each ABM account or cluster of accounts may have different objectives and metrics!


DR CHARLES DOYLE

RAIANNE REISS

DOROTHEAGOSLING

ANDY PEDACK

ERIC MARTIN

JULIE JOHNSON

ANDREACLATWORTHY

Some final advice from our book


Questions


ITSMA Account-Based MarketingSM

Certification and Mentoring Program

After the workshop (90 days)• Active support and guidance, including regular calls, with your assigned ABM mentor to apply the methodology in

developing a practical ABM plan for your selected account or group of accounts• Three, 60-minute webinars

• One Team for ABM. ABM is a team sport, and you will need to work closely with colleagues across your business to be successful. This webinar looks at the people you will need on your team—from marketing, sales, account management, delivery, and even partner organizations—and explores how to collaborate effectively to design and implement your ABM plan using the latest agile working principles.

• Aligning ABM with Your Wider Business Processes. Knowing the seven steps involved in designing and executing your ABM plan is not enough to make it a success. You’ll need to align your process with the core marketing, sales, and customer success processes running in your business to maximize your ROI. This webinar highlights the main business processes you’ll need to integrate with, and how best to align, your ABM activities.

• Building Your ABM Technology Roadmap. Whichever tier or tiers of ABM you decide to adopt, you’ll need to leverage the right technologies to capture insight, engage your audiences and track your performance at minimum. With a vast number of tools and systems available, this webinar will help you plan how best to leverage those already used by your company while thinking about your future requirements to maximize ABM impact.

• Six homework assignments• Final deliverable: action-ready ABM campaign plan for an account or group of accounts

Kickoff dates JUNE 21–22

Location BOSTON, MA

Kickoff workshop (2 days)• Understanding the rise and

importance of ABM• Knowing what is driving your

targeted accounts• Playing to the client’s needs• Mapping and profiling

stakeholders• Developing targeted value

propositions• Planning integrated

campaigns• Executing campaigns• Evaluating results

More information Visit https://www.itsma.com/event/account-based-marketing-certification-and-mentoring-program/

https://www.itsma.com/event/account-based-marketing-certification-and-mentoring-program/

https://www.itsma.com/event/account-based-marketing-certification-and-mentoring-program/


Thank You!

Dave MunnPresident & CEOITSMA (www.itsma.com)[email protected]+1 781 862 8500, x117 @davidcmunn

Malcolm LoroSr. DirectorAmericas Field MarketingCiena [email protected]



the state of the abm profession...2014. 2015. 2016. 2017. 2018. for the first time, marketers are...

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