On Target 2015 is the Go-To Conference for B2B Sales & Marketing. On Target 2015 Stockholm is a one day event held by thought leaders on how to accelerate growth for companies with long and complex sales cycles, many stakeholders and high order values.
3. Global Account Based Marketing
Account Based Marketing / ABM
• What is ABM?
• Measurements and KPI’s
• New ABM perspectives and insights
• Recommendation tool (which tactics and where)
4. Global Account Based Marketing
Delivering in 100+ countries, 100+ Fortune 500 companies. 8 car brands. 12 banks.
35 of 50 of the biggest global software companies, 9 of the 10 largest tech companies.
6. Global Account Based Marketing
Aligning marketing investment with revenue opportunities
Clients
Potential revenue
Existing revenue
Similar clients
Top
50
Next
50
Next
100
Sales
resources
ABM – Named
accounts
B2B General
marketing
7. Global Account Based Marketing
Challenge : How do you reach all the people that make or influence the decision?
Why do we
need you?
We know
better
ROI?
Expensive
How many people influence the decision? How many people know of you?
How many people have you met?
How many people know what you stand for? How many people believe you are the best?
How many people will favor you?
9. Global Account Based Marketing
Only to people working in the
organisations our client chooses
IP-targeted Advertising
10. Global Account Based Marketing
Advertising, films, social media, articles, white papers are targeted to the named
accounts IP-numbers
11. Global Account Based Marketing
Media coverage
Vendemore’s average delivery to a company is through 75 sites. Total coverage 1.000.000+ sites in 100+ countries.
30+ local
newspapers
25 Swedish
vertical sites
11 of the top 20
in Sweden
2,500 hand picked
global business sites
from 1.000.000
41 of 50 of the top
global sites
12. Global Account Based Marketing
Tech
Tech
Target
Enterprise
1. Isolate the named
accounts’ via IP-numbers
2. Isolate the relevant
departments by using
persona based media
Method:
13. Global Account Based Marketing
ABM KPIs
What are the top KPIs used to evaluate marketing supporting the
complex B2B sale? What new insights do we have?
14. Global Account Based Marketing
Demand generation
Named
accounts
21
Lead Nurturing
MQL/Signup
s
Demand generation
Named accounts
Sale/Land
3 4
Acceleration Contract
SQL/Accepted by
sales
Pipeline
acceleration
5
Exploitation
Sale/Expand
Cross selling
&
Framework agreements
New Clients Existing Clients
Hit rate and speed of
conversion…
Rather than cost per lead
Total cost of sales and
marketing per revenue
generated…
Rather than cost per lead
Defence
Lost
Renewals
&
Competition
6
15. Global Account Based Marketing
Vendemores KPI’s for named accounts
• Views from target audience
• Interactions from target audience
• Increased traffic to landing pages from target audience
• A/B success comparison for different content and topics
16. Global Account Based Marketing
Vendemores and Client’s business objectives
• Increased activity from targeted accounts
• Increased win rate
• Faster progress through the pipe
• Revenue development per account
• Sales and marketing total cost per account
• Share of wallet
• Number of active contacts per account
• Sign-ups per named account
17. Global Account Based Marketing
Visits from a key account over time
29 days with no advertising
followed by a 29 days with
targeted advertising,
everything else the same.
18. Global Account Based Marketing
Not targeted
Not visited/unaware
Not visited / aware
Visited/engaged
Repeat visitor/very
engaged
Engaged
with sales
process
Vendemore
Website
Marketing Automation
Content marketing
Vendemore
Content marketing
ROI?
Brand Views
Brand Views
Clicks
Downloads
Visibility in an account
19. Global Account Based Marketing
Activity stages
Recognise problem or need
Research
Approval
RFQ /RFP
Consideration
Decision
ROI?
Clicks
Brand Views