how best-in-class b2b organizations operationalize abm

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Account-Based Marketing: Trends and Best Practices

Matt Senatore @MattSenatore @siriusdecisions

Account-Based Marketing: Trends and Best Practices

Matt SenatoreService Director – Account-Based Marketing

@MattSenatore

3 © 2017 SiriusDecisions. All Rights Reserved

@MattSenatore

“If all of your friends jumped off a bridge, would you do it?”

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@MattSenatore

87Source: SiriusDecisions State of ABM Report 2016

@MattSenatore


@MattSenatore


@MattSenatore

Account-Based Marketing: Key TypesNot just a one-size-fits-all approach

SiriusPerspective:

© 2017 SiriusDecisions. All Rights Reserved@MattSenatore 9

What Is Account-Based Marketing (ABM)?ABM is not a tactic or a one-off initiative – it’s a discipline that

results in tighter organizational alignment.

A strategic approach that aligns demand creation programs and

messaging against a set of defined accounts and goals in a way that is

relevant and valuable to those accounts and to sales.

SiriusPerspective:


Account-Based Marketing or Marketing to Accounts?

As interest in ABM grows, so does the range of ABM definitions; organizations must choose the best approach to deliver on their growth goals.

Marketing to Accounts:• Target accounts based on firmagraphics

and what sales wants• Contacts in accounts get tactics and

offers focused on what you want to tell or sell

• Accounts scored like leads based on fit and activity

• Success based on delivering new account leads to sales or partners

Level of customization based on account insights

Account-Based Marketing:• Insight-based account selection,

prioritization• Account plans linked to buying

center/contact and specific goals• Tactics chosen based on account

insights, preferences and needs• Success based on account

influence, growth, relationship status, sales/partner productivity

Low High

SiriusPerspective:


ABM leaders apply different models to win and grow accounts, and are usually aligned to sales’ go-to-market strategy and opportunity within the tier.

Defining ABM: Three Different Types of Deployment

Named Account ABMLarge Account ABM Industry ABMA very small number of large existing or targeted accounts

A moderate or larger number of new or existing

accounts in the same vertical or other specific

segment

A moderate or larger number of defined existing or targeted

accounts

Account-Based Models

SiriusPerspective:


Marketing, sales and other business leaders must work together to determine which ABM type(s) they might want – and are ready – to pursue.

ABM Types: Key Considerations

One-to-one

General/Broad-Based Model

• Largest accounts• Dedicated ABM practitioner• Supports global/major account

team specific account plansSignificant

Moderate/significant

Mass

Account level

Account/program level

Program level

Who/What Measurement

Named Account/Industry

Model

Large/StrategicAccountModel

None Program level

Customization

One-to-fewOne-to-many

One-to-all

• Moderate number of accounts• Focus on cross/upsell, win or

retention• Similar account goals drive

marketing to support sales execs• Large number of accounts• Marketing matches GTM strategy• Commonalities identified across

accounts• “ABM at scale”

• All non-ABM accounts• Marketing activity matches what

organization wants to promote• One size fits all


@MattSenatore

The SiriusDecisions Demand Spectrum

Large Account ABMStrong joint account

level engagement and deep account insight

Named / Industry Account ABMGood degree of joint engagement. Strong understanding of segment and individual

accounts

Advanced Customization

Limited Customization

Coordinated Customization

Focused Customization

DEGREE OF ACCOUNT INSIGHT

DEG

REE

OF

SALE

S AN

D

MAR

KETI

NG

JOIN

T AC

COU

NT

LEVE

L EN

GAG

EMEN

T

Defined DemandMinimal joint marketing and sales planning. Little account insight.

Focused Demand

Aligned functions with some marketing involvement in sales planning and execution.

Growing knowledge of segment and individual accounts


@MattSenatore

Commitment to ABM: Five Key Building Blocks

Differentiated TreatmentCustomers or accounts are

not equal and will not get “one

size fits all” treatment

Account Insights

Identify and collect key

insights within the accounts and contacts that will allow

us to “do ABM”

Content Development

Not just about leads; metric classes and

leading indicators

demonstrate path to success

Interlock Differentiated Measurement

Willingness to take a different

approach to content

development (sales and

marketing/ABM influenced)

Requires a cross-functional,

collaborative approach with

communication excellence

ABM: A Disciplined ApproachEnsuring success through a solid foundation

SiriusPerspective:


The SiriusDecisions Account-Based Marketing Framework

For large and industry/segment ABM, best-in-class organizations apply a systematic process built on a solid foundation.

Organization, Roles and Responsibilities, and Skills and TrainingTechnology InfrastructureInterlock/Communication

Insights

EducationScoping

Resourcing

AssessmentOpportunity Identification

ScoringSelection

Prioritization

GoalsMessaging

SupportInventory

Tactic SelectionPlan Delivery

PilotExpansionFull Rollout

ParticipationOptimization

AudiencesFormat/Timing

Metric SelectionMaturity Selection

Maturity AuditBenchmarking

Preparation Prioritization Planning Execution Measurement

SiriusDecisions Account-Based Marketing Process

Framework

SiriusPerspective:


SiriusDecisions ABM Process Framework Variations

While the process and foundational elements are the same, strategic and executional nuances will exist for different ABM types.

Large Account Named Account Industry/SegmentExample: Execution at the one-to-one level

Example: Predictive technology for account

prioritization

Example: Deep industry marketing expertise

SiriusPerspective:


The SiriusDecisions Account-Based Marketing Framework

For large and industry/segment ABM, best-in-class organizations apply a systematic process built on a solid foundation.

Organization, Roles and Responsibilities, and Skills and TrainingTechnology InfrastructureInterlock/Communication

Insights

EducationScoping

Resourcing

AssessmentOpportunity Identification

ScoringSelection

Prioritization

GoalsMessaging

SupportInventory

Tactic SelectionPlan Delivery

PilotExpansionFull Rollout

ParticipationOptimization

AudiencesFormat/Timing

Metric SelectionMaturity Selection

Maturity AuditBenchmarking

Preparation Prioritization Planning Execution Measurement

SiriusDecisions Account-Based Marketing Process

Framework

SiriusPerspective:


Prioritization: ScoringNot all accounts are created equal; using a data-driven

approach can ensure that marketing and sales prioritize accounts with the biggest potential payoff.

Opportunity Index

Cooperation Index

Achievability Index

Is it worth it?

Can we get it? Is success likely?

Can we work together?

ABM Account

Selection

SiriusPerspective:


Client Example: MolexBy leveraging the account selection tool, Molex was able to

prioritize accounts and focus on specific industry needs.

Industry ABM: Preparation

ABM Factors 1 = Very False5 = Very True

Account 1 Account 2 Account 3 Account 4

Opportunity Index

This is a large, global account. Score 1-5 1 5 1 5Distinct buying centers exist for this account. Score 1-5 1 5 2 5Unified approach would drive value. May currently be disjointed. Score 1-5 1 5 3 2This account spends a lot of money in your category (but not necessarily with you). Score 1-5 1 5 3 2

This account spends a lot in the category and spends it with you. Score 1-5 1 5 4 2

Factors exist that could drive relatively quicker purchase/priority (e.g. economic conditions, regulations). Score 1-5 1 5 5 1

We are aware of active pipeline opportunities within the account Score 1-5 1 5 5 1

Total Opportunity Index Score Sum 7 35 23 18

Acc A

Acc B

Acc D

Acc CAcc F

Acc E Acc G Acc H Acc I Acc J

Acc K • Output of account selection presents visual overview of potential accounts

• Three-index view allows sales and marketing to easily rank accounts

Industry Account Selection

SiriusPerspective:

21 © 2017 SiriusDecisions. All Rights Reserved@MattSenatore

Client Example: DemandbaseDemandbase refined total addressable market by using

predictive in conjunction with working sessions with stakeholders to prioritize the target ABM list.

SiriusPerspective:


Executed Relevantly, Driving Better Conversion and CVWith alignment on accounts, and strategy, they built

customized omnichannel engagement to drive upsell and net-new target account acquisition.

Identify the companies most likely to buy and then market to

them

Engage relevantly via IP targeting,

retargeting and web personalization

Measure close rates, contract value and

velocity for ABM vs. Non ABM accounts

ABM MeasurementSuccess comes from more than simply looking at results

SiriusPerspective:


How B-to-b Measurement Is ChangingB-to b marketing is hyper-focused on measuring opportunities,

butas objectives expand, the measurement lens must expand to an account focus.

Focus On InfluenceOpportunities

Accounts

SiriusPerspective:


The Aligned Measurement Framework for ABMLeverage the SiriusDecisions Aligned Measurement Framework

to demonstrate short-, mid- and long-term metrics.

Counts of actions takenActivity

Direct results of actionsOutput

Effects on business goalsImpact

Preparedness to performReadiness

Class Examples of Measures Description

• Executive briefings conducted• Calls made• No. of ABM webinars run

• C-level engagement/participation• Inquiries/demos• Proposals

• Revenue/growth/profit• Deal size (vs. non-ABM)• NPS/loyalty/satisfaction

• Customer profiles identified• Customer lifecycle stages

mapped• Support available for each stage

Acco

unt

Leve

l

Gro

uped

Acc

ount

/Pro

gram

Lev

el

Shor

t-te

rm

M

id-t

erm

Lon

g-te

rm


@MattSenatore

Evolution of ABM Measurement% of companies using metric to track ABM

Class Top 10 ABM Metrics 2016 2015

Feedback on ABM from internal stakeholders 76% 34%Number of closed deals touched by marketing 66% 61%Number of leads touched by marketing 61% 42%Participation in marketing activities from ABM accounts 61% 25%Number of new contacts identified for ABM accounts 58% 33%Response rates to marketing outreach from ABM accounts 57% 48%Number of leads identified by marketing in ABM accounts 55% (no change)Online activity from ABM accounts 53% 39%Events held for account-based efforts 53% (no 2015 data)Content developed for account-based efforts 53% (no 2015 data)


@MattSenatore

A Quick Story: National Instruments


@MattSenatore

Client Example: National Instruments

1Acct

. AAc

ct. B

Acct

. CAc

ct. D

Acct

. EAc

ct. F

Acct

. GAc

ct. H

Acct

. IAc

ct. J

1Acct

. AAc

ct. B

Acct

. CAc

ct. D

Acct

. EAc

ct. F

Acct

. GAc

ct. H

Acct

. IAc

ct. J 1Ac

ct. B

Acct

. E

Acct

. H

Source: National Instruments SFDC; Data for partial Q4; Large Strategic account names sanitized

ABM Opportunity Pipeline Definitions:

“Qualify” Opportunity determined“Advance” = Working the opportunity“Other” = in process of closing (expected this quarter…

(Won is lower right; lost is a separate report)


@MattSenatore

Selected results from SD clients

+20%Increase in Deal

Size for ABM accounts

$75MM Mktg. Sourced Pipeline In ABM

Accounts

+5PTIncrease In

Retention for ABM AccountsIm

pact

+140% Increase in Account

Engagement

+714% Increase in Sr.

Exec. EngagementOut

put +210%

Increase in Inquiries From Target Accounts

5xIncrease in ABM

AssetsActi

vity +350%

Increase in Hosted/Sponsored Exec.

Events for Target Accounts

+100% Custom Event

Coverage for Named Accounts

84%of Sales Said ABM

Uncovered Previously Unknown Opportunities

+1,200New Contacts

AddedRead

ines

s

22%Improvement in ABM

Maturity

Final ThoughtsSo, should you jump off the bridge?


Thank You! Matt SenatoreService Director – Account-Based [email protected]@siriusdecisions.com

www.siriusdecisions.com203.665.4000


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