account based marketing and account planning - better together

ABM & Account Planning: Better Together | PNXXXX | © 2015 ITSMA . All Rights Reserved. | 1

twitter hashtag:#ITSMA15

ABM & Account Planning: Better Together | PNXXXX | © 2015 ITSMA . All Rights Reserved. | 2

Online Session | 11 August 2015

Bev BurgessSenior Vice President and

ABM Practice LeadITSMA Europe

[email protected]+44 (0) 7775 765722

@BurgessBev

Maureen BlandfordFacilitator

Senior AdvisorITSMA

@MaureenB2B

Donal DalyCEO

The TAS [email protected]

@donaldaly

Jon MillerCEO

[email protected]

@jonmiller

mailto:[email protected]



ITSMA Online Session | Account Based Marketing & Account Planning: Better Together | 11 August 2015 | OLB150811 | © 2015 ITSMA. All Rights Reserved. | 3

Don’tknow10%

of companiessay ABM

delivers higher ROI than othermarketing initiatives

Source: ITSMA Account Based Marketing Survey, October 2013

84%


“It is a structured approach to developing and implementing highly customized marketing campaigns to markets of one: accounts, partners, or prospects.

This approach involves marketing and sales taking a close look at key business issues facing the target account, mapping those issues to individuals, and tailoring campaigns to address those issues.”

Note: ITSMA’s Definition of Account Based Marketing

”Treating individual accounts as a market in their own

right”


57

57

48

45

42

Top 5 benefits of ABM for sales people

What are the key benefits of your ABM

program for sales?

Note: Multiple responses allowed. % of Respondents (N=62)Source: ITSMA Account Based Marketing Survey, October 2013

Sales uncovers more new opportunities within accounts

Increased account penetration: wallet share, revenue, and margin

Sales is able to have richer conversations with customers

More consistent and aligned BU/brand/offer messaging into accounts

Improved marketing and sales alignment


2015 Budget Study Results

2014 Marketing Talent Results

ABM is an increasing area of focus for marketing investment

23% of marketers see ABM as an increasing area of responsibility

14% see increasing use of agencies for ABM support (second largest increase after analytics support)

Source: ITSMA Survey: Marketing Talent, November 2014Source: ITSMA, 2015 Services Marketing Budget Allocations and Trends

Net % Increasing Spend

42%39% 36% 35% 33%

BrandCommunication

InfluencerRelations

DemandGeneration

SalesEnablement

ABM


Success with ABM depends on alignment

Account Management

Team formation Account knowledge Account plan Account relationship

development Opportunity identifying Selling and closing Target and goal setting Etc.

Marketing

Market intelligence Account intelligence Account relationship

mapping Stakeholder analysis Marketing planning Value proposition

development Thought leadership Campaigns Etc.

Knowing what’s driving the account

Identifying and profiling stakeholders

Playing to the client’s needs

Developing targeted value propositions

Planning integrated sales and marketing campaigns

Executing integrated sales and marketing campaigns

Evaluating results and updating plans


4.3

3.7

3.4

3.3

Marketing is a member of the account team for ABM initiatives 40

Account teams involved in ABM understand the difference between an account plan and an ABM plan

20

ABM is fully integrated with the account planning process 20

Roles, responsibilities, and processes for creating and executing integrated sales and marketing ABM plans are understood by the account team

0

Today, ABM is not fully integrated with account planning

1Strongly Disagree

5Strongly Agree

To what extent do you agree with the following statements? Mean Rating (N=15)

Top Box Score is the % of respondents that answered 5 or Strongly agree. Source: ITSMA’s Account Based MarketingSM Benchmarking Study, 2014

Top Box Score (%)

Mean Rating

smartmatters Smart Sales Transformation

Your Account IsA Marketplace

Donal Daly CEO, THE TAS GROUP

AccountPlanningInSalesforce.com


Awareness Interest Preference Action

acti

vit

y

time

The Sales & Marketing Continuum


4 Stages of the Customer Journey

1. Prospect

2. Customer

3. Loyal Customer


4 Stages of the Customer Journey

1. Prospect

2. Customer

3. Loyal Customer

4. Former Customer


The impact on a customer of a bad buying decision …

is greater than the impact on a sales person of a lost sale


Your Account Is A Marketplace


Create, develop, pursue, and win business that delivers mutual value

for you and your customer

smartmatters Smart Sales TransformationSmart Sales Transformation

Your Market Segments



Your Products



Your Products

Your MarketOpportunity


Who Are Your Customers?


What Do They Care About?


Awareness Interest Preference Action

acti

vit

y

time

The Sales & Marketing Continuum

Jon Miller, Founder and CEO

Technology and Metrics for ABM

Different Model

Up to 17 people influence enterprise purchases (up from 10 in 2011)*

*2014 IDG Enterprise Role & Influence of the Technology Decision-Maker survey

“Person-centric” “Account-centric” • Decision maker• End users• Influencers

Sales Thinks About Accounts, Marketing Should as Well

©2015 Engagio, Inc. All rights reserved.

Land and Expand

Marketing Has Not Historically Focused Sufficiently on Customer Expansion

Different Tactics

Inbound vs. Outbound

You Need Outbound Tactics to Reach Specific People at Target Accounts


What Does Sales Want From Marketing?

New relationships:

• Accurate and clean contacts• Air cover (awareness)• Access and coverage (e.g.,

engagement heat map)• Meetings (where person

knows why they are meeting)

Insights:

• Research: org chart, budget, initiatives, priorities

• Timeline: what’s gone to each customer, their status, etc.

• Reasons to call• Account specific content


Commonly Used ABM Tactics

Events Outbound Digital

• Owned events• Partner events• Third-party

events

• Email• Phone• Social• Direct mail /

dimensional mailer

• Insource / outsource

• IP-based ads• Retargeting

(persona-based)

• Social ads• LinkedIn• Web

personalization

Channels


Orchestration:It’s not about any one tactic; it’s the MIX of touches that drives success.

Sales and Marketing Metrics for ABM

Different Accounts & Deal Types Require Different Types of Marketing Support

Different Demand Types


ABM Lite or Segment Marketing

Mass Customized Marketing

ABMStrategic or Enterprise

Named or Territory

Non-Named or Small/Mid Size

Pipeline KPIs and balance of programs change at each tier

Waterfal l is Insuff icient


Don’t count the people you reach; reach the people that count.

– David Ogilvy

Awareness Coverage Engagement

ABM Metrics (1 of 2)

Who are the most engaged accounts?

• # minutes (email, web, webinar, meeting, dinner)

• High engagement = MQA

Which target accounts are visiting the site?

• Traffic from target accounts

• Top web pages visited by target accounts

IT Finance Mktg Sales Purchase

CXO

VP

Director

Manager

Do we know the right people?

• List building / sources, whitespace, penetration

Influence Penetration ROI

ABM Metrics (2 of 2)

IT Finance Marketing

Sales Purchase

CXO

VP

Director

Manager

Are we engaging the right people?

• Account heatmap

• Identify gaps in access

How are we influencing the account?

• Timeline with programs, calls, meetings, milestones

Which programs touched our target accounts?

• % of touches from target accounts

• % target accounts touched

• Program success by channel by account

COMPREHENSIVENESS% target accounts touched

FO

CU

S%

of

tou

ches

from

ta

rget

acc

ou

nts

Focused Good

Bad Mass Marketing

• Focusing on accounts, not leads, helps marketing align with sales

• Orchestrate integrated account-plans across sales and marketing to penetrate accounts

• The “law of large numbers” breaks down in account-based marketing; measure ABM success via influence and engagement

Tweetable Takeaways

@jonmiller


Fishing With Spears: All About Account-Based Marketinghttp://www.slideshare.net/Engagio/fishing-with-spears-all-about-accountbased-marketing

Measuring ABMhttps://b2bm.turtl.co/story/55b60b8915623cdf7f3d0144

Jon Miller, Engagio


http://www.slideshare.net/Engagio/fishing-with-spears-all-about-accountbased-marketing

http://www.slideshare.net/Engagio/fishing-with-spears-all-about-accountbased-marketing

https://b2bm.turtl.co/story/55b60b8915623cdf7f3d0144

https://b2bm.turtl.co/story/55b60b8915623cdf7f3d0144


Questions?


Donal DalyCEO

The TAS [email protected]

@donaldaly

Bev BurgessSenior Vice President and

ABM Practice LeadITSMA Europe

[email protected]+44 (0) 7775 765722

@BurgessBev

Jon MillerCEO

[email protected]

@jonmiller

Maureen BlandfordFacilitator

Senior AdvisorITSMA

[email protected]+1 (937) 602-3383

Thank You!






Take the next step in your ABM Education

http://www.itsma.com/events/

Program Date Type Location

ITSMA Account Based Marketing Certification Program Program Kickoff—Application Required

30 Sep–1 Oct Certification London

ITSMA 3-Session “Introduction to Account Based Marketing” Online Training Program

6, 13, 20October

Global Virtual Course Online

ITSMA Account Based Marketing Certification ProgramProgram Kickoff—Application Required

15–16 Dec Certification Boston,

MA

Save the

Date

http://www.itsma.com/event/abm-certification-programme/

http://www.itsma.com/event/introduction-account-based-marketing-online-training/

http://www.itsma.com/event/account-based-marketing-certification-program/


ITSMA’s ABM Resources

http://www.itsma.com/abm/

Get!

ROI in Account Based Marketing: Delivering Consistent Results

Achieving a Higher ROI with Account Based Marketing

Account Based Marketing: Four Steps to Successful Implementation and Full Adoption

ITSMA’s Introduction to ABM (PDF)

ITSMA’s Portfolio of Services for ABM

An Intro to ABM – Online Training Program

ABM Certification Program

ITSMA’s ABM Council

Key Research: Learn More:



http://www.itsma.com/research/roi-account-based-marketing-delivering-consistent-results/



http://www.itsma.com/research/achieving-a-higher-roi-with-account-based-marketing-2/

http://www.itsma.com/research/achieving-a-higher-roi-with-account-based-marketing-2/

http://www.itsma.com/research/account-based-marketing-four-steps-to-successful-implementation/

http://www.itsma.com/research/account-based-marketing-four-steps-to-successful-implementation/

http://www.itsma.com/pdfs/abm/ITSMAIntroducingABM.pdf

http://www.itsma.com/pdfs/abm/ITSMAIntroducingABM.pdf

http://www.itsma.com/abm/portfolio-of-services/

http://www.itsma.com/event/introduction-account-based-marketing-online-training/

http://www.itsma.com/event/account-based-marketing-certification-program/

http://www.itsma.com/abm/abm-council/


http://www.itsma.com/login/

http://www.itsma.com/register/