[ppt] the business case for abm pt 1: planning & budgeting
TRANSCRIPT
The Business Case For
Account-Based
Marketing
Part I: Planning and
Budgeting
Introductions
#ABMDoneRight
Mani IyerCEO
Kwanzoo
Kelly WaffleExecutive Vice President
Markistry
Agenda
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1. Planning your ABM initiative: Key Considerations
2. The Kwanzoo ABM Planning and Budgeting Model
3. Recommended ABM Program Budgets
4. Planning ABM Display Programs
5. ABM Display Budget Allocation Best Practices
6. Measuring ABM Display Program ROI
What is ABM?
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Account-based marketing
allows you to reach,
engage, and influence key
users at your target
accounts.
Account Based Marketing vs Lead Based
Marketing
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ABM:1. Account Centric2. Outbound, Focus On Your Target Accounts3. Enables better Focus on Customer Up-Sell and Cross-Sell
“Engagement Matters”
Lead Based Marketing:1. People Centric2. Focus On Inbound Leads3. Marketing is Geared Towards Generating New Leads
“Form Fills Matter”
Planning Your ABM
Initiative
Key Considerations
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Content:- Physical and Virtual Events
- Short Form Content
- Long Form Content
- Video
- Blog Posts
Programs:- Direct Mail
- Tele-Prospecting
- Display & Retargeting
- Content Syndication
- Third Party Webinars
Infrastructure:- Marketing Automation
- CRM
- Predictive Analytics
- Website Personalization
- B2B Attribution
Data:- Database Build-Out
- Account Data Structures
- Contact Data
- Behavioral Data
- Intent Data
Planning Your ABM Initiative: Four Key Investment Areas
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The Kwanzoo ABM Planning and
Budgeting Model
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Build Your
Pyramids
Manage Your
Bands
Top Accounts
Band (10s)
Growth Accounts
Band (100s)
Wide-Net Accounts
Band (1,000s)
Introducing the Kwanzoo ABM Program Budgeting (APB) Model
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Mapping Accounts for ABM Program
Investment: Key Considerations
Top
Growth
Wide-Net
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Investment Criteria
Revenue Potential (Pilot Deal, First Year
Expansion, Lifetime Value)
Brand Value (With Acquiring Other New Logos)
Account Engagement and Pipeline Stage
Propensity to Buy (30/60/90/180 Days - Is the
Timing Right?)
Customer Net Promoter Score (NPS) - Likely to
Grow Their Spend
ABM Data Quality (Reach and Coverage into
Target Account)
The Level of Personalization & Related Effort
Needed
The Global ABM Program
Budgeting (APB) Process
Company APB
NAM APB
(North America)
EMEA APB
APAC APB
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Recommended ABM Program Budgets
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Recommended ABM Programs and Budgets by Band
Top Accounts:
Very Customized, One-to-
One ABM
Custom App(s) to Engage all
Key Account Stakeholders
(Company, Customer)
$7.5K-$10K per account per
quarter
Account Revenue potential;
$1Mil+
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Recommended ABM Programs and Budgets by Band
Growth Accounts:
“ABM at Scale” Accounts
$300-$600 per account per
quarter (across programs)
ABM Display: Budget $75-
$100 per account per quarter
Display Ads + 1:1 SDR
Outreach (Email, Phone) to
Qualified Accounts
Account Revenue Potential:
$30K+
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Recommended ABM Programs and Budgets by Band
Wide Net Accounts:
“ABM Extended” Accounts
$150-$300 per account per
quarter
3rd Party Emails, 3rd Party
Webinars, Content
Syndication (1-2 targeted
leads / account), Outsourced
Tele-Prospecting
Account Revenue potential:
$10K+
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Planning ABM Display Programs
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ABM Display Program Options
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B2B RetargetingAccount-Based
MarketingPersonalized Display
ABM With
Job Title Targeting
ABM Social
(Facebook, Twitter)
ABM Global
(IP-Based)
Display
(Website)
Email and CRM
Retargeting
Account-Based
Site Retargeting
Display
(Direct Buy)
Display
(RTB)
ABM with Past
Purchase Targeting
Account Engagement Reports (Included with All Programs)
ABM IP and ABM Job Title Targeting Explained
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Target Account Filter
Job Title, Function, Level Filters
ABM Display AdsABM IP Targeting ABM Job Title Targeting
GlobalEMEA
APAC
ANZ
LTAM
NAM
North
America(NAM)
Kwanzoo IP Database Kwanzoo Cookie Database
ABM Display Budget
AllocationBest Practices
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Optimizing ABM Display Budget by Program and
Region
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REGIONS
AC
CO
UN
TS
NAM (ABM JTT)
EMEA(JTT) NAM & EMEA
(ABM IP) APAC & LTAM(ABM IP)
Prioritize In This Order
Case Study: Late Stage Software Company $50M - $75MGlobal ABM IP Targeting – Net New Prospecting and Customer Upsell
12,000+ Global Growth AccountsNorth America (NAM), EMEA, and APAC
NAM: 9000+900+ Active with
ABM IP
EMEA: 2000+700+ Active with
ABM IP
APAC: 1000+ 200+ Activewith ABM IP
1000+ NAM
Customers
Prospecting
100+ Accts
in ABM IP
Upsell
North America (NAM) APB -
Growth BandTotal Accounts: 8901
Unreachable (UN) – 161 (1.8%)
Programs Pending (PP) – 7540 (84.7%)
Under Development (UD) – 200 (2.2%)
Active Programs (AP) – 988 (11.1%)
Converted Accounts (CA) – 12 (0.2%)
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Measuring ABM Display Program ROI
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Measuring ABM Display
Program Success
Ad Clicks Website Visits SDR Activity Pipeline Value
ABM Display Success
Control Accounts Test Accounts
Identify
Control
Accounts
Ex: 300
Identify Test
Accounts
Ex: 300
Run Marketing
Programs:
Emails, SDR 1:1
Emails, Webinars,
Live Events
Run ABM Display
Programs
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Explaining the Kwanzoo Model for
Measuring ABM Display ROI
8Avg # of SDR
Appointments
per Month
50%Appointments that
convert to
Opportunities
$30KAverage Deal
Size for a B2B
Company
$120K
Baseline Opportunity:
$120k x (#SDRs)
x (# of Months)
AAdditional
Accounts
Engaged through
ABM Display
B%Engaged Accounts
that Convert to
Opportunities
$30KAverage Deal
Size for a B2B
Company
New Opportunities:
A x B% x $30K
New Opportunities from ABM Display
Baseline Opportunity
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ABM Job Title Targeting – $30,000 Budget
Tech Fee44%
Services17%
Cost Breakdown
Media/Data Fee
38%
Ad ClicksWebsite
Visits
Accounts
Engaged
Pipeline
Impact
514 85 17%1287
1158 212 42%3217
High High High High
Low Low Low Low
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1,287,000 Ads Served
Real Pipeline Impact for a B2B Company –
ABM Job Title Targeting (JTT)
B2B Company Specs:Avg SDR Appointments per Month: 8
Avg Deal Size: $30,000
SDR Close Rate: 25%, 2 SDRs
Pipeline Impact from $30k
ABM JTT Program:
17% - 42%
$720,000 Baseline
Opportunity per
Quarter
$318k - $795k
New Opportunities
per Quarter
x 25% closed $79k - $198k
Program Value
2.6X –
6.6X
ROI
85-212 Accts x 12.5% Opportunities x
$30k$120k x 2 SDRs x 3 Months
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Summary
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1. Planning your ABM initiative: Key Considerations
2. The Kwanzoo ABM Planning and Budgeting Model
3. Recommended ABM Program Budgets
4. Planning ABM Display Programs
5. ABM Display Budget Allocation Best Practices
6. Measuring ABM Display Program ROI
Resources
#ABMDoneRight
Account Coverage Report: http://www.kwanzoo.com/cms/account-coverage-report/
Blog:
http://cms.kwanzoo.com/blog/
www.markistry.com/blog
Guides and eBooks:http://www.kwanzoo.com/cms/resources/guides_ebooks/
Contact
Us
#ABMDoneRight
Phone:
Email:
Website:
Twitter:
408-216-7025, Kwanzoo
571-236-7367, Markistry
www.kwanzoo.com
www.markistry.com
@kwanzoo
@markistry
Thank you for joining
us!
For more information on Planning and
Budgeting check out the full eBook.