Increasingly, marketing is seen as a cost center versus a contributor to business growth. Oftentimes, this view comes from misalignment with sales and an inability to demonstrate meaningful results. As the complexity of the B2B landscape increases, marketers need new ways not only to engage their target buyers but also reestablish themselves as value creators. This session will illustrate the successful transition of a consulting firm's marketing strategy from broad to account-based marketing - and the role that lead generation played within it. This journey of more than a year ended in some of the highest client margin increases (as a percentage) across the firm. One of the biggest wins is the alignment and collaboration between sales and marketing -- the holy grail for most organizations. Key takeaways: • Learn why shifting from broad reach to account-based marketing yields better outcomes with fewer resources. • Understand how to influence the sales team for effective change management across your organization. • Discover the right measures to show the value of and return from your account-based marketing while winning favor with your firm’s leadership. (Disclaimer: The opinions and positions expressed are mine and don’t necessarily reflect those of Spencer Stuart.)

1. ABM: Illustrate and
Quantify Marketing’s
Role in the Value
Chain

2. Upcoming DepositspnAaron Smith
www.linkedin.com/in/aaronjoelsmith
Director of Marketing
Marketing Operations and ABM
Spencer Stuart

3. Ideas and
insights share
in today’s
presentation
Learn why shifting from broad reach
to account-based marketing yields
better outcomes with fewer resources.
Understand how to influence the sales
team for effective change management
across your organization.
Discover the right measures to show
value of and return from your ABM
strategies and programs.
1
2
3

4. Why ABM?
Decision makers in B2B
According to HBR’s “The
New Sales Imperative,”
there are 6.8 people, on
average, involved in B2B
purchases.
Customer-centric is a must
With machine learning
and an ever-increasing
number of choices,
customers expect a
customized experience.
ROI > traditional marketing
ITSMA’s 2018
Benchmarking Survey:
ABM delivers higher ROI
with 45% of respondents
seeing >2x returns.
2x
ROI

5. Reach only your customers vs. all customers
 
Low High

6. Ensure you truly understand what’s
important to your target accounts.
Understand the role your personas play
in their companies’ goal attainment.
Provide content that helps your targets
versus selling what you want them to buy.
Fish with a spear, not a net.
Think outside in and accelerate your win rate

7. 56% stated that influenced pipeline is
greater or significantly greater
89% of respondents have increased
their close rate using ABM
25% of respondents said deal sizes
increased by more than 50%
34% increased overall engagement
in ABM accounts is up at least 50%
The payoffs are big if your focus is equal in size
2x
ROI
SiriusDecisions State of Account-Based Marketing Study Findings

8. Great, I’m sold! Now, how?

9. Create a comprehensive customer journey
Build and
enhance
preferences
Increase
availability and
nudge
Foster
usage
PurchaseConsider
Choose
Use
Remind and
encourage
repurchase
Share
Customer
journey
Create
awareness
Promote sharing
New customers
Managing
adoption
(marketing)
Managing
usage
(sales)
Paid campaigns (display
ads, paid social and lead
gen)
Webinars or events
Remarketing
Nurture campaigns
Newsletters
Email campaigns
1-to-1 (i.e., direct mail, etc.)
© 2019, Alexander Chernev

10. Be ready once leads are generated
Content 1
Open/
click
Content 2
Open/
click
Content 3
Open/
click
Sales follow-up
No
action
Stop activity and
add to future
campaigns
No
action
Content 2
(different subject
line)
Open/
click
No
action
Content 1
(different subject
line)
Open/
click

11. Upcoming Deposits
Maximize lead value: Sales + Marketing handshake
Monitor
Watch target
accounts’ and
contacts’ activities.
Measure
Track activities
and outcomes.
Motivate
Provide with
actionable insights to
engage contacts.

12. What kinds of activities are you able
to and which should you track?
Are your technologies connected so
that you have a single source of data?
Identify your goals. What is the result
you’re hoping to achieve?
How will you define a threshold for
taking action?
Monitor targets’ activities to identify intent

13. Example: Create a consistent monitoring process
Upcoming Deposits
Holistic views
Website traffic
Volume, patterns observed
Social activity
Engagement and themes
Contact level
Account level
87%
42%
Lead score
Changes in scores and drivers
Non-owned
signals
Press, quarterly reports, etc.

14. How will you share information (i.e.,
email, etc.)?
What information will supplement intent
insights (i.e., create urgency)?
How prescriptive will/can you be?
How will seek and incorporate feedback
into your process?
Motivate sales with actionable insights

15. Example: Remove sales team’s rationale for inaction
Hi Salesperson,
We tracked some interesting activity from ACME:
 Total 54 Sessions (last 30 days)
 66 Page Views (last 30 days)
 83% Change in traffic MoM
Top viewed pages (excluding sessions on career site):
1. www.acme.com/theblog
2. www.acme.com/about/solutions
Following are our firms contacts who are connected to people at ACME:
1. John Doe, VP Products – Sally is a 1st connection.
2. Jane Smith, CIO – Bill is a 1st connection.
Recent news about ACME and sales compensation include:

16. Have you benchmarked performance
of your current marketing strategies?
What impact do you have the ability
to measure (i.e., pipeline, etc.)?
What measures are most important
to you firm (i.e., cost per lead, etc.)?
How will you get buy-in and who will
champion this for you?
Measure impact to show value for the firm

17. Example: Align on metrics that are not sales
1.3x
1x
2.2x
Average pipeline for all prospects
and clients
Average pipeline for focus
accounts targeted in
marketing campaigns
Average pipeline for focus
accounts, targeted in marketing
campaigns, with contacts that
showed interest and required
sales follow-up
0%
20%
40%
60%
80%
100%
Metric 1 Metric 2 Metric 3
Marketing impact

18. A recap of
what we
discussed today
1
2
3
Learn why shifting from broad reach
to account-based marketing yields
better outcomes with fewer resources.
Understand how to influence the sales
team for effective change management
across your organization.
Discover the right measures to show
value of and return from your ABM
strategies and programs.

19. Feedback/thoughts?

20. Thank you Aaron Smith
www.linkedin.com/in/aaronjoelsmith
Director of Marketing
Marketing Operations and ABM
Spencer Stuart