on target 2015, christopher engman, vendemore

Christopher Engman

CEO

Vendemore

Global Account Based Marketing

Account Based Marketing / ABM

• What is ABM?

• Measurements and KPI’s

• New ABM perspectives and insights

• Recommendation tool (which tactics and where)


Delivering in 100+ countries, 100+ Fortune 500 companies. 8 car brands. 12 banks. 35 of 50 of the biggest global software companies, 9 of the 10 largest tech companies.


What is… Account Based Marketing?


Aligning marketing investment with revenue opportunities

Clients

Potential revenue

Existing revenue

Similar clients

Top

50

Next

50

Next

100

Sales

resources

ABM – Named

accounts

B2B General

marketing


Challenge : How do you reach all the people that make or influence the decision?

Why do we need you?

We know better

ROI?

Expensive

How many people influence the decision? How many people know of you?

How many people have you met?

How many people know what you stand for? How many people believe you are the best?

How many people will favor you?


Sales funnel a straight line?


Only to people working in the

organisations our client chooses

IP-targeted Advertising


Advertising, films, social media, articles, white papers are targeted to the namedaccounts IP-numbers


Media coverageVendemore’s average delivery to a company is through 75 sites. Total coverage 1.000.000+ sites in 100+ countries.

30+ local

newspapers

25 Swedish

vertical sites

11 of the top 20

in Sweden

2,500 hand picked

global business sites

from 1.000.000

41 of 50 of the top

global sites

http://allehanda.se/

http://allehanda.se/

http://helahalsingland.se/

http://helahalsingland.se/


Tech

Tech

Target

Enterprise

1. Isolate the named

accounts’ via IP-numbers

2. Isolate the relevant

departments by using

persona based media

Method:


ABM KPIs

What are the top KPIs used to evaluate marketing supporting the complex B2B sale? What new insights do we have?


Demand generation

Named accounts

2 1

Lead Nurturing

MQL/Signups

Demand generationNamed accounts

Sale/Land

3 4

Acceleration Contract

SQL/Accepted by sales

Pipeline acceleration

5

Exploitation

Sale/Expand

Cross selling&

Framework agreements

New Clients Existing Clients

Hit rate and speed of

conversion…

Rather than cost per lead

Total cost of sales and

marketing per revenue

generated…

Rather than cost per lead

Defence

Lost

Renewals&

Competition

6


Vendemores KPI’s for named accounts

• Views from target audience

• Interactions from target audience

• Increased traffic to landing pages from target audience

• A/B success comparison for different content and topics


Vendemores and Client’s business objectives

• Increased activity from targeted accounts

• Increased win rate

• Faster progress through the pipe

• Revenue development per account

• Sales and marketing total cost per account

• Share of wallet

• Number of active contacts per account

• Sign-ups per named account


Visits from a key account over time

29 days with no advertising

followed by a 29 days with

targeted advertising,

everything else the same.


Not targeted

Not visited/unaware

Not visited / aware

Visited/engaged

Repeat visitor/very engaged

Engaged with sales

process

VendemoreWebsiteMarketing AutomationContent marketing

VendemoreContent marketing

ROI?Brand Views

Brand ViewsClicksDownloads

Visibility in an account


Activity stages

Recognise problem or need

Research

Approval

RFQ /RFP

Consideration

DecisionROI?

Clicks

Brand Views


Account Intelligence, Food & Beverage

Account Brand Views Clicks Visits Visitors Page Views CTR Product A Product B Product C Act On*

PERNOD RICARD 35 023 11 12 11 12 0.03%

LAKELAND DAIRIES CO-OPERATIVE SOCIETY 27 312 19 20 20 20 0.07% ! ! X

Sabmiller Plc 22 284 18 18 18 18 0.08% ! ! ! X

Heineken N.V. 12 033 0 0 0 0 0.00%

DAIRY CREST LTD 11 049 6 15 15 16 0.05% ! X

PREMIER FOODS PLC 2 401 6 6 6 6 0.25% ! X

BERNARD MATTHEWS FOODS LTD 1 857 1 4 3 4 0.05%

HEINEKEN ENTREPRISE 1 590 0 0 0 0 0.00%

GREENCORE GROUP PLC 1 389 0 13 13 13 0.00% X

KERRY GROUP PLC 1 253 0 0 0 0 0.00%

Bernard Matthews Oldenburg 996 0 0 0 0 0.00%

Heineken Ceska republika, a.s. 358 0 0 0 0 0.00%

SAMWORTH BROTHERS LTD 248 0 0 0 0 0.00%

Heineken Holding N.V. 221 0 0 0 0 0.00%

Bettys & Taylors Group Ltd 54 0 3 3 4 0.00%

FrieslandCampina Consumer Products Europe 3 0 0 0 0 0.00%


Content performance, market intelligence

Industry Solution Accounts Engagement Brand Views Clicks Click rate

Food Reference 28 50% 12 849 19 0,15%

Food Solution 28 30% 12 309 14 0,11%

Food Pain 28 27% 11 703 8 0,07%

Healthcare Reference 28 50% 136 308 51 0,04%

Healthcare Solution 28 45% 135 959 23 0,02%

Healthcare Pain 25 33% 134 891 24 0,02%

Manufacturing Reference 63 31% 102 605 74 0,07%

Manufacturing Solution 66 21% 100 398 13 0,01%

Manufacturing Pain 33 33% 20 049 16 0,08%

Analysis

• Food: Reference and Solution banners performing well

• Healthcare: Reference, Solution & Pain management below average

• Manufacturing: Solution below average


Content performance, market intelligence

Brand Views: 120 309

Clicks: 14

Click rate: 0.01%

Benchmark: 0.05%


Clicks: 145

Click rate: 0.04%

Benchmark: 0.05%


Clicks: 278

Click rate: 0.11%

Benchmark: 0.05%


Recommendation tool:

For which customers should we use what tactics?


€

Clients

Potential revenue

Existing revenue

Similar clients

Top 50 Next

50

Next 100

ABM broad

Reactive ABM Pipeline acceleration

Marketing automation

Other marketing techniquessuch as LinkedIn, Trade shows,

DM, TM, Search

ABM rules named accounts Marketing Automation

ABM narrow

SalesLinkedIn (and twitter) bee swarming

Lunch and Learn

Email + Phone (References and Pains)

Christopher Engman, Founder + Head of Vendemore, a Bisnode company

Email: [email protected]

Tel: +46735101974