executive summary - leandata account-based marketing and sales survey results 2014

Executive Summary Account-Based Marketing

Research by LeanData

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Exec summary What is account-‐based marke3ng (ABM)? The set of go-‐to-‐market programs aligned with named accounts, target accounts, strategic accounts, or customers.

Survey Objec3ve To understand momentum for account-‐based markeAng and target account selling iniAaAves for B2B industry.

Key findings •  ABM is becoming very popular among B2B companies and becoming a top focus. •  Nearly 9 out 10 B2B companies are using ABM strategies. •  Top benefit: Sales and markeAng alignment. •  Top challenge: Inconsistent understanding/definiAon of ABM across departments.

About the Survey LeanData received responses from over 200 B2B companies; markeAng and sales roles; companies ranging from under $10Million to greater than $1Billion.

About LeanData, Inc. We’re passionate about simplifying the B2B sales process. Our lead management soTware is specifically built for account-‐based markeAng and target account selling strategies. LeanData customers like LiveRamp, Act-‐On SoTware, and DoubleDutch see twice as many leads converAng to Sales Qualified Leads (SQLs) and greater sales producAvity.

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Account-‐based markeAng and sales survey

Of B2B companies are u3lizing an account-‐based marke3ng and

sales strategy

53% are more focused than 1 year ago

on account-‐based marke3ng and sales

More focus Equal focus

Less focus

Consider account-‐based marke3ng a top

priority for B2B marke3ng and sales

Source: LeanData Survey October, 2014. 210 B2B Sales & MarkeAng professionals

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Many folks have been uAlizing account-‐based markeAng and sales strategies. 57% of B2B companies have leveraging ABM for at least a year.

19%, GeUng Started; Less than

6 Months

11%, 6 to 12 Months

13%, 1 to 2 Years 44%, More than 2

Years

14%, Not Using


0% 5% 10% 15% 20% 25%

Don't see much benefit for our company

Lead priori3za3on

Upsell into customers and strategic accounts

Increase lead follow up and conversion rates

Op3mizing marke3ng programs for targets

Alignment of sales and marke3ng

7%

14%

19%

21%

23%

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When it comes to top benefits for account-‐based markeAng, markeAng and sales professionals see the biggest impacts in alignment (23%), op3mizing programs (21%), and increased lead follow up and conversion rates (19%).


<1%

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The top 2 challenges businesses encounter with account-‐based markeAng are inconsistent understanding of ABM (33%) across business units and obtaining the right resources (30%) to setup, market, and maintain ABM programs.


0% 5% 10% 15% 20% 25% 30% 35%

Building target list

Measuring and tracking success

Right resources

Inconsistent understanding of ABM

13%

24%

30%

33%

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Experiences with ABM (based on years implemented)

For those doing ABM for least 2 years... •  76% of experiences were “generally good” or going “extremely well” Doing it more than 1 year… •  Almost no one is reporAng that it’s the wrong strategy Doing it less than 1 year… •  Key challenges: 1) Inconsistent understanding of what ABM means, (parAcularly for companies under $100Million) 2) Building & maintaining the target account list

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Experiences with ABM (by company size) If annual revenue is greater than $250M… •  Upsell into exisAng accounts is the most important benefit

If annual revenue is greater than $100M.. •  Highest emphasis is on opAmizing their markeAng programs for their targeted accounts

If annual revenue is less than $100M… •  Sales and markeAng alignment is a top priority

If annual revenue is less than $10M… •  26% reported to be “struggling” with ABM, but believe it is the right approach

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Survey demographics

Sales, 31%

MarkeAng, 60%

Other Business Mgr, 9%

BUSINESS ROLE

< $10 Million, 24%

$10 Million to $50 Million,

38%

$51 Million to $100 Million,

13%

101 Million to $250 Million,

10%

$251 Million to $1 Billion, 7%

> $1 Billion, 8%

ANNUAL REVENUE


executive summary - leandata account-based marketing and sales survey results 2014

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