account based-marketing-and-customer-experience-programs-of-the-year

Account-Based Marketing and Customer Experience Programs of the Year

Lisa Nakano Research Director

14 May 2015

SiriusPerspective:

© 2015 SiriusDecisions. All Rights Reserved

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ABM and Experience Programs Put the Pedal to the Metal This year, account-based marketing and customer experience

programs matured, accelerated and realized significant results.


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Executive Summary

• Key issues •  There is so much talk of customer experience and account-based marketing, it can

be hard to see what’s really working •  Winning customer experience programs show how the right elements combine to

deliver business impact and create advocates •  The best account-based marketing programs show continued evolution of discipline

in all forms, and a positive impact on sales and marketing alignment

• What you will walk away with •  Examples of strong programs, including measurement, management and alignment •  Unique insights into approaches that leading teams use to deliver impact •  Inspiration for building a best-in-class program in your business

SiriusPerspective:


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Programs of the Year Recognition Categories Programs of the Year evaluations focused on five primary categories

within customer experience and account-based marketing.

Infrastructure, processes and

reporting to align and

differentiate

ABM: Industry

Building engagement, insights and

loyalty to drive business results

Customer Experience

Strategy and Delivery

Identifying and cultivating customers

willing to share their

experiences

Customer Advocacy

Leveraging resources for

maximum impact and alignment

ABM: Large Account

Deploying technology and

process to deliver ABM at

scale

ABM: Named


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Polling Question

• Which category of ABM/customer experience is your organization most focused on this year? •  Large account •  Named account •  Industry •  Customer experience strategy •  Customer advocacy

SiriusPerspective:


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ABM Named-Account Winner: SAP SAP is an award winner for organizing and formalizing its account-

based efforts to consistently deliver opportunities, contacts, pipeline and revenue.

•  Single source of ABM truth: Trained team on best practices and internal resources

•  Sales and marketing aligned to common opportunity objectives

Custom Web sites

SiriusPerspective:


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How SAP Delivered Results With ABM The ABM team aligned sales and marketing with training, SMART

goals and specific engagement tactics to drive programs that gained traction.

•  ABM is strategic to revenue goal attainment

•  Program actions drive sustainable account growth, accelerate pipeline, and cultivate strong customer relationships

Engagement Timeline and Milestone Map

SiriusPerspective:


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SAP ABM Impact ABM programs increased customer engagement and improved

relationships with sales, which led to positive impact in key categories.

89%

Our ABM practitioner is awesome. She is thoughtful and provides strategic impact at the account level. She is looked at as part of the team.”

Marketing pipeline touched: •  $209MM touched •  $27.6MM closed Marketing-progressed pipeline: •  $57MM progressed •  $30.3MM closed ABM opportunities created: •  49 opps for $27MM closed 1,200 new line-of-business contacts

Internal Sales Feedback: 89% said they would recommend ABM to colleagues 84% said ABM program helped uncover new opportunities 89% said ABM marketer provides innovative ideas and tactics

SiriusPerspective:


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ABM Large-Account Winner: Xerox Xerox is a winner for making ABM part of its go-to-market strategy by

engaging with country leaders, enabling field marketers and delivering results.

•  Enabled local marketers to deploy new marketing approach in country-specific context

•  Used outside expertise to follow best practices and speed time to value

SiriusPerspective:


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How Xerox Delivered Results With ABM Treating individual accounts as markets in their own right made it

possible to create and deploy customized and impactful marketing support.

Account Selection Worksheet Tactic Selection and Planning •  Certified six marketers in seven countries in best practices that were applied to eight strategic accounts

•  Budget incentives used to accelerate adoption of ABM

SiriusPerspective:


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Xerox ABM Impact Documented success with new pipeline in target accounts enabled

expansion of staff and geographic coverage for ABM, as well as a promising global future.

ABM gives the opportunity to feed the client with targeted information of Xerox capabilities, market trends and to increase the awareness of the “new” Xerox.”

Results: •  Pipeline: 13 new

opportunities in target accounts

•  Program expansion: Added two countries and doubled staff

$35MM Pipeline

SiriusPerspective:


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ABM Industry Winner: Medidata Medidata is a winner for aligning the buyer’s journey, relevant

personas, a technology platform and relationship indices to maximize engagement.

•  Repositioning of marketing from “makers of pretty things” to accountable for closing business

•  Data science approach with analytics and alert engine delivers target account insights for smart action planning

SiriusPerspective:


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How Medidata Delivered Results With ABM A joint sales and marketing commitment aligned communications

and customer empathy to deliver targeted planning, execution and measurement.

•  Strategic account governance installed to create an environment of mutual understanding and joint innovation

•  Mechanisms put in place for defined escalation to drive superior customer experience

SiriusPerspective:


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As a salesperson, this is exactly what I would hope for from ABM − another avenue to meet and develop relationships with people as customers and prospects.”

Medidata ABM Impact Progress was beyond expectations and has fueled expansion of the

team and budget, along with improved insights and key account engagement.

210% increase in marketing inquiries from target accounts 159% increase in marketing sourced pipeline from target accounts

714% increase in senior executive engagement in target accounts

SiriusPerspective:


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Customer Experience Winner: Imprivata Imprivata is a winner for its coordinated, proactive engagement that

delivers a signature customer experience to ensure maximum retention.

More than

1,100 healthcare organizations

21 countries

More than

3 million licensed users

More than

375 employees

•  Goal to “never lose a customer” sought to improve an already excellent retention rate

•  Defining a three-year vision and charter maintains focus on critical execution areas

SiriusPerspective:


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How Imprivata Delivered Results Goals and tactics for post-sale support were designed to support

customer engagement over revenue incentives, ensuring focus on retention strategy.

•  Brought in a change agent and re-engineered the entire post-sale experience

•  Created customer advocate organization

Ensure customers are using at least 80 percent of their licenses

Product Utilization

Achieve a Net Promoter Score of 30 from CIOs and CMIOs in 80 percent of assigned accounts

Customer Loyalty

Create a CIO and/or director-level relationship with assigned accounts

Customer Relationships

SiriusPerspective:


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Imprivata Customer Experience Impact Across-the-board improvement in key measures of customer growth

and loyalty validate the financial impact of Imprivata’s experience improvements.

Revenue and Margin Services $10.6MM 76% increase from 2013

Maint. & Renewals $34MM 31% Increase from 2013

Retention

97% Customer Retention

NA NPS = 35 52% increase from October 2013

Loyalty Satisfaction

Services Project Survey Average 9.4 out of 10 Customer Support Survey Average 9.0 out of 10

Consistent service delivery, engaged technical support, and willingness to not only listen to our feedback, but also to incorporate it.”

SiriusPerspective:


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Customer Advocacy Winner: Citrix Citrix is a winner for evolving its advocacy efforts to make strategic

contributions to high-value customer relationships.

•  Increased external executive engagement and internal executive visibility

•  Delivered proactive outreach to customers in partnership with the account team

SiriusPerspective:


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How Citrix Delivered Results A purposefully designed and structured global approach to

engagement, reinforced by relevant proof points, delivers results.

•  Design Thinking Approach yielded four innovation focus areas

•  Created team structure to resource new content, engagement and delivery approaches

SiriusPerspective:


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Citrix Customer Advocacy Impact The customer advocacy team’s progress from good to great has

resulted in significant year-over-year improvements in utilization and pipeline impact.

2013 2014

Marketing 201 470

Sales 197 494

Total References Utilized

323 646

2013 2014

Total Pipeline $308,631,082 $334,863,027

Revenue Closed

$125,371,042 $209,371,042

Totals 466 won deals 1,221 pipeline

1,283 won deals 1,128 pipeline

Nothing sells better than customers selling to other customers.”


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Action Items

•  Account-based marketing •  Focus efforts on the right accounts and ensure marketers

get the skills they need to do something new •  Measure readiness, activity and output to show progress,

then pipeline, revenue and relationship health as impact

•  Customer experience •  Prioritize efforts against critical gaps and then focus on

delivering competitive advantage via better experience •  Take “before” baseline of results in key areas to track

improvement and value of experience investments

•  Customer marketing/advocacy •  Define the complete ecosystem of customer marketing

and advocacy efforts, then align them to needs and goals •  Measure impact of efforts based on both buying cycle and

customer lifecycle influence categories


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Recommended Research

•  Account-Based Marketing: Four Strategy Options •  The SiriusDecisions Account-Based Marketing Maturity

Model •  Core Strategy Report: Account-Based Marketing Toolkit •  First 90 Days: Large Account Marketing Leader •  Measuring the Impact of Account-Based Marketing •  The B-to-B Customer Experience Function •  Core Strategy Report: Customer Experience Mapping Basic

Components •  The SiriusDecisions Customer Experience Maturity Model •  The SiriusDecisions Customer Marketing Maturity Model •  First 90 Days: Customer Marketing Leader •  The Pulse: The State of B-to-B Customer Advocacy and

Reference Programs