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Learnings from nine years in
ABM working with 100+ Fortune 500
companies across six continents
Hans Bunes
Global Account D...
Vendemore movie
(Excluded in this file since it makes the file too heavy)
The sales funnel is a straight line? …or?
@chrisengman
The sales funnel is NOT a straight line?
@chrisengman
Buying journey example
Awareness Solution Consideration
Asked a
colleague’s
opinion
Onsite
demo
Attended
customer
conferen...
Lack of access
Challenge : How do you reach all the people that make or influence the decision?
Why do we
need you?
We kno...
Aligning marketing investments with business opportunities
$
Clients
Potential revenue
Existing revenue
Similar clients
To...
Account Based vs. List Based Marketing
High
Priority
Medium priority
Low priority
Insufficient Sales resources
Inability t...
Account specific content or Poker cards?
Retail
references
Guide
Getting
started
Infograph Solution
area A
Competitor
X
Ba...
Global Account Based Marketing for Fortune 2000 companies
@chrisengman
Let’s look at one of our strategic accounts
1 November, 2015 HP splits into
two +$50b companies
Hewlett Packard Enterprise...
HPE’s Value Proposition: Transformation Areas
Industry
/Transformation Area
Infrastructure (Cloud) Security Big Data Produ...
The channel sales model anno 2016
Vendors Distributors
Partners/Service
Provider
Customers
HELP!
@hbunes
@Mikael_flygh
Where do we start? By aligning sales and marketing
Marketing
Leads
Personas
Quantity
Individuals
Sales
Opportunities
Buyer...
Let’s talk a look at a concrete example
Awareness Solution Consideration
Drive traffic
to company
web site
Client
referenc...
What is Account Based Marketing?
A powerful campaign delivered through global media to an audience within a specific compa...
Hitting one account with one unique message
Account targeting
Banner 1
Account targeting
Banner 2
Retargeting
Banner 3
@hb...
Displaying content in local and international media, 100+
countries
@hbunes
@Mikael_flygh
Gathering insights from the account, sales
people’s time
Account
Brand
views
Clicks
Click
rate
Visits Visitors
Page
views
...
• Mega deals, the top 3 things to for sales and marketing to win the
biggest deals in the world?
• How did Vitec do to inc...
• Account Based Marketing vs
List Based Marketing
• Poker cards
• Trawling
• 50% of the value of ABM is to
enable prioriti...
Thank you!
Hans Bunes
Global Account Director
Hans.Bunes@Vendemore.com
+46 72 302 0034
Christopher Engman
Founder of Vende...
Prochain SlideShare
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Vendemore at FlipMyFunnel, USA, Feb 25 2016

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Vendemore presentation on how a global Fortune 500 company can work with ABM on a global basis, customer case presented by Hewlett Packard Enterprise.

Publié dans : Marketing
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Vendemore at FlipMyFunnel, USA, Feb 25 2016

  1. 1. Learnings from nine years in ABM working with 100+ Fortune 500 companies across six continents Hans Bunes Global Account Director Hans.Bunes@Vendemore.com +46 72 302 0034 Christopher Engman Founder of Vendemore Mikael Flygh Director Channel Marketing CEE,GWE & MEMA Mikael.Flygh@hpe.com +46 76 859 80 72
  2. 2. Vendemore movie (Excluded in this file since it makes the file too heavy)
  3. 3. The sales funnel is a straight line? …or? @chrisengman
  4. 4. The sales funnel is NOT a straight line? @chrisengman
  5. 5. Buying journey example Awareness Solution Consideration Asked a colleague’s opinion Onsite demo Attended customer conference Website visit Client references Risk ad Problem & pain ad Leadership & ROI Buyer’s Journey Case study ad Market Report on the website Sales meeting Scope meeting Quotation meeting Sales call Sirius Decisions: 57% of the buyer’s contacts with the vendor are digital * Online Sales @chrisengman
  6. 6. Lack of access Challenge : How do you reach all the people that make or influence the decision? Why do we need you? We know better ROI? Expensive @chrisengman
  7. 7. Aligning marketing investments with business opportunities $ Clients Potential revenue Existing revenue Similar clients Top 50 Next 50 Next 100 ABM – Named accounts B2B General marketing Sales resources @chrisengman
  8. 8. Account Based vs. List Based Marketing High Priority Medium priority Low priority Insufficient Sales resources Inability to prioritise Account Based Trawling vs List Based Marketing Current Sales focus Account Based Marketing Search + MA @chrisengman
  9. 9. Account specific content or Poker cards? Retail references Guide Getting started Infograph Solution area A Competitor X Bank references Selection guide Recorded webinar Solution area B Competitor Y Telco references Pain 1 Market leadership Solution area C Competitor Z Pharma references Pain 2 2 min video Solution area D Status quo Generic references Pain 3 3 min video Gartner report Sirius report Solution area A Solution area B Solution area C Solution area D Customer 1 √ $ ≠ √ Customer 2 $ ≠ ≠ √ Customer 3 √ √ $ √ … Customer 89 $ $ ≠ √ Customer 90 √ ≠ ≠ $ Content / Ad library / ”Poker cards” Message to Account mapping @chrisengman
  10. 10. Global Account Based Marketing for Fortune 2000 companies @chrisengman
  11. 11. Let’s look at one of our strategic accounts 1 November, 2015 HP splits into two +$50b companies Hewlett Packard Enterprise is providing technology solutions in four core areas to customers ranging from SMB to global accounts HP Inc. is the PC and Printing portion of the business. Serves consumers to global accounts @hbunes @Mikael_flygh
  12. 12. HPE’s Value Proposition: Transformation Areas Industry /Transformation Area Infrastructure (Cloud) Security Big Data Productivity (Mobility) Financials Retail Health care Industrials Telecom √ Etc. @hbunes @Mikael_flygh
  13. 13. The channel sales model anno 2016 Vendors Distributors Partners/Service Provider Customers HELP! @hbunes @Mikael_flygh
  14. 14. Where do we start? By aligning sales and marketing Marketing Leads Personas Quantity Individuals Sales Opportunities Buyers/Influencers Quality Accounts Account Plan Opportunity stage identified Investment aligned ABM deployed @hbunes @Mikael_flygh
  15. 15. Let’s talk a look at a concrete example Awareness Solution Consideration Drive traffic to company web site Client references, expressions of leadership Risk Problem & pain Risk & ROI Buyer’s Journey Case studies Market reports Vendemore @hbunes @Mikael_flygh
  16. 16. What is Account Based Marketing? A powerful campaign delivered through global media to an audience within a specific company, with its own customised content, timing and budget @hbunes @Mikael_flygh
  17. 17. Hitting one account with one unique message Account targeting Banner 1 Account targeting Banner 2 Retargeting Banner 3 @hbunes @Mikael_flygh
  18. 18. Displaying content in local and international media, 100+ countries @hbunes @Mikael_flygh
  19. 19. Gathering insights from the account, sales people’s time Account Brand views Clicks Click rate Visits Visitors Page views Enterprise Telco Inc. 19,161 18 0.09% 12 10 15 Banner Start date Status Days live Targeted accounts Banner engagement * Brand views Clicks Click rate Banner 1 31-Jan-16 Live 10 1 100% 9,145 7 0.08% Banner 2 31-Jan-16 Live 10 1 100% 10,016 11 0.11%
  20. 20. • Mega deals, the top 3 things to for sales and marketing to win the biggest deals in the world? • How did Vitec do to increase the profit by 80% for the whole company by using ABM? • Content that works in ABM per phase • How to run ABM in the other 5 continents? Unique per continent and country? • How to blend ABM, LI, MA? • Account Based Social selling • How are the biggest companies in the world organize themselves around ABM? • ROI models and KPI recommendations • How AI is entering ABM? Not covered today @chrisengman
  21. 21. • Account Based Marketing vs List Based Marketing • Poker cards • Trawling • 50% of the value of ABM is to enable prioritization of sales people’s time • which accounts, • which themes/solution areas, • which personas/functional roles Summary @chrisengman
  22. 22. Thank you! Hans Bunes Global Account Director Hans.Bunes@Vendemore.com +46 72 302 0034 Christopher Engman Founder of Vendemore Mikael Flygh Director Channel Marketing CEE,GWE & MEMA Mikael.Flygh@hpe.com +46 76 859 80 72

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