Christopher Engman, Mikael Flygh, and Hans Bunes present "How Fortune 500 Companies Around the World Use Account-Based Marketing to Drive Business" at #FlipMyFunnel San Francisco.

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 and Head of Vendemore
Christopher.Engman@Vendemore.com
+46 735 101974
Mikael Flygh
Director Channel Marketing CEE,GWE & MEMA
Mikael.Flygh@hpe.com
+46 76 859 80 72

2. The sales funnel is a straight line? …or?
@chrisengman

3. The sales funnel is NOT a straight line?
@chrisengman

4. 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

5. 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

6. 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

7. 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

8. 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

9. Global Account Based Marketing for Fortune 2000 companies
@chrisengman

10. 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

11. 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

12. The channel sales model anno 2016
Vendors Distributors
Partners/Service
Provider
Customers
HELP!
@hbunes
@Mikael_flygh

13. 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

14. 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

15. 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

16. Hitting one account with one unique message
Account targeting
Banner 1
Account targeting
Banner 2
Retargeting
Banner 3
@hbunes
@Mikael_flygh

17. Displaying content in local and international media, 100+
countries
@hbunes
@Mikael_flygh

18. 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%

19. • 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

20. • Account Based Marketing vs
List Based Marketing
• Poker cards
• Trawling (you need to be able to turn on
and off accounts and ads per account)
• 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

21. Thank you!Hans Bunes
Global Account Director
Hans.Bunes@Vendemore.com
+46 72 302 0034
Christopher Engman
Founder and Head of Vendemore
Christopher.Engman@Vendemore.com
+46 735 101974
Mikael Flygh
Director Channel Marketing CEE,GWE & MEMA
Mikael.Flygh@hpe.com
+46 76 859 80 72