selling account-based marketing (abm) internally to your organization

THE CASE FORACCOUNT-BASED

MARKETINGAT [your company here]

Matt HeinzPresident, Heinz Marketing Inc

@heinzmarketing#ABMIgnite

#ABMIgnite

• This deck• Other freebies:

• Full Funnel Marketing – the book!• Our ABM Expert Guide & execution

workbook• Bacon

• Email me ([email protected]) or bring me a business card with what you want

Housekeeping

mailto:[email protected]

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ABM yourself to get…..ABM?

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Keys to launching ABM1. Outcomes first (and always)2. Map the internal buying committee, build

consensus3. Challenge the status quo4. Securing budget5. Drive deep coordination with sales

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Defining Outcomes• Revenue growth• Target account efficiency• Opportunity cost• Where is there quantifiable pain right now?

#ABMIgnite © 2016 DEMANDBASE / HEINZ MARKETING | P. 6

ROI CALCULATOR

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HOW OTHERS ARE WINNINGTODAY’S LEADING B2B MARKETERS ARE USING ABM TO:

• Increase marketing contribution to pipeline• Improve coordination & efficiency between sales and marketing• Focus marketing on more profitable strategies and tactics

CONVERSELY, ANALYSTS CITE EVIDENCE THAT COMPANIES NOT ADOPTING ABM ARE:

• Presenting conflicting faces/messages to prospects• Failing to build internal consensus with the buyer• Losing deals to competitors who are more coordinated and effective

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KEY BENEFITS BY DEPARTMENT

MARKETINGMore focused, more efficient, and more connected to revenue

IT/OPERATIONSBetter coordinated platforms between sales and marketing

SALESGreater precision, coordination, and velocity in Target Accounts

FINANCEGreater predictability, transparency, and visibility into marketing expense ROI

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Your org is no different…

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Your internal buying committee

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The deeper org chart• Marketing

• CMO• Head of Demand Generation• Marketing Operations• Event Manager

• Sales• VP of Sales (or CRO)• Sales Manager• Sales Operations• Named Account Sales Reps

• Operations & Finance• CEO• Finance Director• IT

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Map out each discussion

Persona Stage 1

Loosen the status quoStage 2

Commit to changeStage 5

Justify decisionStage 6

Make final decision

Marketing

CMO

Head of Demand Generation

Marketing Operations

Event Manager

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Unique perspectives, unique messaging

Audience Persona Stage 1 - Loosen the status quo Stage 2 - Commit to change Stage 5 - Justify decision Stage 6 - Make final decision

Marketing

CMO

Traditional demand generation doesn't work for enterprise targets; internal "buying" committee is too complicated for individual-centric marketing campaigns; current marketing & sales systems are too siloed - can't see and impact target account momentum

Current tools cannot hit or support enterprise marketing & sales goals for 2017; CEO requires tighter coordination with sales to demonstrate marketing contribution to revenue in 2017; VP of Sales needs tighter coordinated, operational efforts to demonstrate enterprise sales momentum & results

Heightens confidence in hitting 2017 enterprise sales number; increases coordination with sales leadership & revenue objectives; allow for more precise marketing to achieve enterprise deals more accurately

What is the opportunity cost of not hitting your enterprise sales number?; What is the impact of not aligning enterprise sales targets with relevant/related marketing efforts?

Head of Demand Generation

Lead response rates are OK but conversion to opportunities are weakening due to lack of internal buyer consensus-building; current tools don't allow for account-centric coordination of marketing activities nor targeting of key accounts more precisely

Cannot hit enterprise marketing targets without more precise, account-centric programs; ABM increases your alignment with sales, tie to revenue, impacts how the organization views demand generation in a positive light; ability to measure precise marketing impact on sales/revenue increases dramatically

Fishing with nets won't hit the 2017 enterprise sales number alone; Prospects are responding less frequently to siloed messages; failure to engage the entire buying organization will weaken marketing contribution to closed deals

What's the opportunity cost of now hitting the organization's enterprise sales number?; What happens if marketing can't demonstrate direct impact on sales pipeline and revenue?; How important are enterprise deals to your 2017 success, and can you achieve them without coordinating an account-based marketing effort?

Marketing Operations

Complex deals make attribution and coordinating complex deals far more difficult; requests from sales & marketing to coordinate efforts more precisely require more time/resources/custom integration than you have time or resources for

Organization requires more enterprise sales, current systems are only individual-based and not account-based; cannot achieve enterprise sales without a different approach to those complex environments; cannot achieve enterprise marketing results without better tools to execute

Cannot achieve enterprise account goals without better tools, approach; Alignment of account-based efforts with sales will improve operations coordination, reporting transparency, reduce cost of maintenance of operations efforts

Do you have the tools and approach necessary to hit 2017 enterprise sales goals?; Can you current operations investments bridge the gap between sales & marketing effectively?

Event Manager

Measuring impact of isolated events is difficult; few enterprise deals are sourced or closed by individual marketing events; importance of event role is mitigated and miscommunicated with current siloed campaign structure

Account-based approach is proven to put more value on events, especially focused events on enterprise targets; an ABM investment can increase events impact on marketing & sales goals, increase commitment to event strategy growth in the months ahead

Cannot demonstrate event's true value & contribution without account-centric approach to marketing

Will you lose the impact of events on enterprise sales contribution without an account-centric approach? Will too tight of a focus on individualized marketing reduce your event budget, and neuter its impact on enterprise sales velocity?

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Organizational Alignment—PitfallsObjection ResponseMy sales team won’t give me their target account list or work with us to build one.

Find somewhere to start – a sales rep, an industry team – that will work with you to prove the model.

An ABM strategy is going to be expensive, more than I have budget for.

Since ABM is an efficient strategy, you can actually acquire more of the RIGHT leads on the same budget.

We’re already too busy. How are we going to implement an ABM strategy?

Since ABM is an efficient strategy, you can actually decrease the number of campaigns and tactics, but deliver more leads per action.

Are we just going to walk away from the leads NOT on our target account list?

A certain percentage of your revenue will still come from outside the list; you just won’t proactively seek them out.

There will be too few leads to hit our pipeline and revenue goals.

If executed properly, an ABM strategy will actually deliver MORE qualified leads, and fewer of the leads that won’t turn into business.

Mar

ketin

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Getting them all in a room…

AGENDA

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• Objectives & Measures of Success• Shifting B2B Trends• ABM 101• How Others Are Winning (& Losing)• Key Cross-Departmental Benefits• Business Case (ROI Calculator)• Resources Required• Q&A

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• Accelerate velocity and market share of enterprise and Named Accounts

• More precisely and efficiently coordinate sales & marketing efforts focused on key accounts

• Align marketing efforts squarely behind sales and revenue targets

ABM OBJECTIVES

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ABM MEASURE OF SUCCESS• XXX Named Accounts won per quarter,

fiscal year

• XXX Net-new qualified opportunities in Named Accounts created per month / quarter

• XXX Key stakeholders in Named Accounts engaged with sales

© 2016 DEMANDBASE # 19

You need a target account list first.

Understand where you have challenges

Determine where to apply ABM budget

Before You Budget For ABM


TOP B2B MARKETING BUDGET CATEGORIES

FIELD MARKETING

Hospitality

Events

WEBSITE

CRM

MAS/MAP

DMPs

Analytics

Predictive

TECHNOLOGY / INFRASTRUCTURE

DEMAND GEN

Sponsorships: Events

Sponsorships: ContentDigital Events: Webinars

Advertising

SEM Content Syndication/3rd party Networks

Paid Social

Direct Mail

CONTENT MARKETING

PRODUCT MARKETING

PR/ANALYST

AGENCY FEES

Testing

Design


WAYS TO BUDGET FOR ABM

ABM Budget Directive

Determine what areas are ready for ABM Processes Technologies Program/Channels

Identify a starting point

Prioritize under performing areas first{



Roll up under other initiatives

What other initiatives will ABM support? Website Redesign Upsell/Retention Goal Marketing Automation{



Use innovation budget to test

Find a test that will make a difference

Be sure to measure for a successful test

Be cautious and conscious of test time frames{



Partner with departments to fund

Sales and Marketing Alignment is a 2-way street

Sales needs more than leads, they need target account insights like:

Anonymous buyer activity Product interest alerts Stalled deals visibility

{



Be honest about what’s working and what’s not

Start with your list of budget areas to determine where you can make changes

Shift or Re-allocationBudgets {

Keys to sales integration• Make sales an early partner & collaborator

Keys to sales integration• Work from common objectives & definitions

Keys to sales integration

• Think in terms of macro and micro campaigns

Keys to sales integration• Practice the OODA Loop

Thank you!

Matt HeinzPresident, Heinz Marketing@[email protected]