Putting Account-Based Marketing To Work In 2015

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Putting Account-Based
Marketing To Work In 2015!

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Demand
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Demandbase:
@Demandbase
Shari
Johnston:
@shariajohnston
Megan
Heuer:
@megheuer

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Panelists!
MODERATOR:
Megan
Heuer
Vice
President
and
Group
Director
SiriusDecisions
Kim
Zimmermann,
Managing
Editor,
Demand
Gen
Report
Shari
Johnston,
Sr.
Director
of
Integrated
MarkeLng
Demandbase

Why Account-Based Marketing?
Focuses on Best Opportunities
• Ensures attention is given to top prospects/customers
• Defines growth and timing based on account specifics
Supports Sales Reality
• More efficient with a defined universe
• Delivers on their target accounts
Delivers Customer-Centric Experience
• Linked to greater customer satisfaction and retention
• Customers experience less noise, respond at higher rates to more
relevant outreach

Conversation Before ABM
Marketing isn’t
supporting us
We delivered
1,238 MQLs this quarter.
+27% above goal!”
MARKETING SALES

Conversation After ABM
We reached 50% of your target
accounts this quarter and
contributed $12.6M in pipeline
within those accounts
And we closed
15 marketing
generated opps
MARKETING SALES

Putting Account-Based
Marketing to Work in
2015
Megan Heuer
Vice President and Group Director

What You’ll Learn Today
• What is account-based and why are so many companies doing it?
• How do you attract and engage your dream accounts?
• How should you work with sales in an account-based model, from
planning to pipeline acceleration?
• Why must account-based marketing must include targeted lifecycle
management?
• What are examples of successful Account-Based Marketing in action?

Quick Review: What is ABM?
12

ABM Is The Future of Marketing: Targeted, Relevant, Efficient

Four Types of Account Based Marketing
Large Account
• Very small number of large existing or
targeted accounts
Named Account
• Moderate or large number of defined
existing or targeted accounts
Account-Based Models
Customer Lifecycle
• Moderate or large number of existing
customers that receive differentiated
outreach
Industry/Segment
• Any number of new or existing accounts in
the same vertical or other specific segment

ABM Helps Focus the Marketing Portfolio on Growth Sources
Large
Accounts
Named /
Industry
Accounts
Customer
Marketing
© 2013 SiriusDecisions. All Rights Reserved 15
Broad-
Based (Non-named,
Midmarket,
SMB)
What share of growth is expected
from your largest customers?
How critical are retention support
and advocacy? What share of
growth is expected from cross/
upsell? Who supports non-selling
interactions?
How much of sales has open
territory focus? What volume
of demand do they need?
How are conversion rates?
How much of sales knows
which accounts they must
focus on? How much is net-new
vs. existing customers?
How prepared are they for
new offerings, buyers?

ABM Supports Reality of B-to-B Buyer Needs and Preferences
SiriusPerspective: B-to-b buyers want to engage with online and other marketing
channels, and sales needs insight into what their accounts are doing.
16
① Loosening of the Status
Quo
Education
Phase
Solution
Phase
Vendor
Selection
Phase
② Committing to Change
③ Exploring Possible
Solutions
④ Committing to a Solution
⑤ Justifying the Decision
⑥ Making the Selection
Sales
Marketing
Is involved in
Buyer’s
Journey at
all stages
because of
buyer
preference
for content
and online
interaction
Sales
needs
visibility into
all account
and contact
activity to
accelerate
buying

Where Broad-Based Efforts Lose the ABM Advantage
© 2014 SiriusDecisions. All Rights Reserved
17
“The messaging
didn’t resonate
with this buyer”
“I assumed they
already knew
about our
company…”
“I thought we
were targeting the
right contacts…”
“Why didn’t our
existing contacts
help us in the new
buying center?”
“We don’t have
enough relevant
examples to
demonstrate we
can help”

How To Attract and Engage Your Dream
Accounts
18

Step 1: Define What Exactly “Dream Accounts” Are

Step 2: Determine How Much You Know About These Accounts
If you’re going to invite them to the party,
you need to be able to reach them.
• Are they in your prospect
database?
• Are they current customers of
your organization?
• Where will you turn to acquire
or update the list?
20

Step 2 (Cont’d). Opportunity Definition as Magical Time Saver
Example: Sample data pulled from account insights to code and group similar
opportunities for easier identification across multiple plans.
21
ACCOUNT
NAME INDUSTRY
PERSONA/
ROLE
OPPORTUNITY
STAGE
BUYING
CENTER PRIMARY SOLUTION
Account 1 Aerospace CIO/
Head of IT Solution BU 1 Product A
Account 1 Aerospace CFO Solution BU 1 Product A
Account 1 Aerospace Business Analyst Education BU 1 Product A
Account 1 Aerospace Enterprise
Architect Education BU 1 Product A
Account 1 Aerospace Enterprise
Architect Education BU 1 Product A
Account 24 Aerospace CIO/
Head of IT Selection BU 1 Product A

Step 3. Use What You Know To Make a Plan
Say Goodbye To The Bad Old Days of Marketing Planning
22
Our organization and
products
The tactics we love
to use
The accounts and
buying centers we want
to target

Step 3. Use What You Know To Make a Plan
23
The tactics that should
be used
The target audience
within accounts our
business needs to
address
Who or what is most
influential on its
decisions

Step 4. Put Technology to Work to Scale ABM Efforts
WCO Tools
ç Dynamic Web and Landing Pages è
Engage
Dynamic
Display
Advertising
è
ç Account Identification
ç Behavioral Testing and Targeting è
Attract
Dynamic
Forms
Real-Time
Data
Appending
Convert
The Funnel of Opportunity
Insights Delivered to Sales
Outbound
Marketing

How to Work With Sales Using ABM
25

What Sales Thinks Marketing Doesn’t Understand
“If a marketer came to me and said ‘we want to help with your big
accounts,’ I’d be cautiously pessimistic.”
26

Critical Success Factors for Account-Based Marketing
27
Expected
Sales must buy in
to what’s developed
Don’t take actions
without permission
from sales reps
Self-Service
Make accessible via
regularly used tools
and process
Provide prompts to
indicate when ABM
should help
Buyer-
Focused
Avoid sensitivity by
defining buying
issues, not sales
blame
Focus on customer
feedback to define
what’s needed

What Not To Do: Ask Already-Busy Resources For More
28

Marketer’s Checklist For ABM Collaboration With Sales
What’s the real
issue with sales
and marketing
alignment: Time?
Trust?
Communication?
Proof?
Does Sales know
they’re still in
charge of the
accounts? Do
they know and
believe marketers
can help?
Has marketing
been trained on
sales planning
and opportunity
management
methodology?
Is sales
leadership and
management
bought in to
getting ABM
help?

Why ABM Must Include Customer Lifecycle
Support
30

Customer Experience: Key to Retention and Demand
SiriusPersective: Without insights into what happens after customers buy and a plan to make
customers successful, it’s harder to deliver an experience that supports growth.
…determines the
height of this
31
SiriusPerspective:
1
Time
Level of Customer Interaction
1. AWARENESS
2. CONSIDERATION
3. PURCHASE
4. OWNERSHIP
5. REPURCHASE
2
3
4
5
The result of this…

Customer Experience Is The New Demand Creation
89 percent of CXOs say their perception of a vendor’s brand
moderately to significantly influences their short-list
creation.
80 percent of a CXO’s final decision is based on their own
or others’ experience with your company
75 percent of a CXO’s research is done via personal
interactions and viral communication networks
32

ABM Requires a Complete Customer-Centric View
A holistic approach to ABM accounts for necessary actions pre- and
post-sale, because if target accounts are already customers, relationship context is key.
1Buyer’s
Journey
33
SiriusPerspective:
Education Phase Target and Attract:
Target Definition, Inbound ID, Outbound,
Optimization
Convert and Close:
Sales Demand Support, Pipeline Acceleration
Solution Phase
Selection Phase
Deliver Phase
Engage and Enthuse:
Engagement, Lifecycle Nurture,
Advocacy Activation
2 Develop Phase
Customer
Lifecycle
Retain Phase
Grow Phase

Combine Opportunity and Relationship Views For Planning
Where would target accounts be on this matrix?
None Neutral Positive
34
Account Growth Potential Quadrant 4
Quadrant 1
“Stretch”
“Testing Ground”
Quadrant 2
“Right To Win”
Quadrant 3
“Likely Targets”
None Some Significant
Current Status of Relationship

Examples of Account-Based Marketing
35

36

CSC ABM Ecosystem Built for B2B2i
• We have built and interconnected a digital marketing ecosystem that is closely
37
integrated with our CRM system
• This ecosystem combines proactive
research with company-level
“surround sound” IP-based
advertising and nurture with
lead generation campaigns
and highly focused marketing
activities specifically
crafted for individuals within
any given business
• The outbound marketing tools are
complemented by deep analytics
• At its core sits our ABM Insight Platform
• Together, they enable B2B2i

CSC.com home page personalization
(at company level)
38

ABM at work at Demandbase
Identify the right accounts
Market to those accounts
Measure by accounts
39

Account-Based Field Campaigns
40

Account-Based Digital Campaign
41

42
Account-Based Analytics

43
Demandbase ABM Results
Funnel Velocity ASP Close Rate
Enterprise 7% +26% +75%
Mid Market 4% +5% +10%
Advertising -16% +72% +21%
Key Results:
-Close rate for the Demandbase Enterprise team has a 75% higher close rate for
target accounts than non-target accounts
-Average sales price for the Enterprise and Advertising team are 26% and 72%
higher respectively.

Questions?
#B2BMarketing
@Demandbase
@megheuer
@shariajohnston

#SPS2014
Submit Your Questions!
•
Download
this
white
paper.
•
View
our
podcast.
•
Take
our
assessment
•
…

#SPS2014
Q&A // Panelists!
MODERATOR:
Megan
Heuer
Vice
President
and
Group
Director
SiriusDecisions
Kim
Zimmermann,
Managing
Editor,
Demand
Gen
Report
Shari
Johnston,
Sr.
Director
of
Integrated
MarkeLng
Demandbase

#SPS2014
Thanks for attending this session!!
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sure
to
aBend
the
next
session
in
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Strategy
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Planning
Series:
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Putting Account-Based Marketing To Work In 2015

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