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The importance of B2B buyer insights and how they inform the ABM strategy

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WELCOME

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Great things happen when insight comes aliveGreat things happen when insight comes alive

MARKETING

SALES“101:1 ROI. $48m pipeline!”

“We need to find an approach that is more scalable and repeatable: what works and what doesn’t”

“If I can’t increase closed business this quarter, then why do it?”


THE BIG ABM QUESTION →

MARKETING

SALESShould the level of insight you can obtain define your ABM strategy?

Should your strategy define the level of insight you obtain?

Or

Great things happen when insight comes alive

IT IS BECOMING HARDER →

Source: Gartner -The New B2B Buying Journey insights 2019

“The typical buying group for a complex B2B solution involves 6 to 10 decision makers‚ each armed with four or five pieces of information they've gathered independently and must de-conflict with the group”


THE BUYER JOURNEY HAS CHANGED -FOREVER →

Source: Gartner -The New B2B Buying Journey insights 2019


INVESTMENT →

$650,000Average

ABM investment for mature program

$100,000Average

budget for small co. ABM pilot

$350,000Average

ABM investment

excl. headcount

Source: Sirius Decisions - The state of account-based revenue engine report 2019

For ABM to be successful it needs to have the right investment in people, skills and budget

$200,000Average

budget for ABM pilot


• Target Accounts

• Buyer Groups

• Competition

• Account Scenarios

KEY INSIGHT FOCUS →

Presenter

Presentation Notes


Targeting 23 global retailers

Data segmented over 3 core business functions and1 ultimate business decision maker

4 streams of activity targeting each persona

Content informed from thorough account research to align RI message to target customer business drivers

All comms personalised, including video, video books, letters, email, landing pages, sales scripts, e-books, infographics, content on landing pages, LinkedIn.

@EnigmaMarketing



EXAMPLE ACCOUNT INSIGHTS – 23 ACCOUNTS →


EXAMPLE ACCOUNT INSIGHTS: 1-1 or 1-FEW ACCOUNTS →

Great things happen when insight comes alive@EnigmaMarketing

Presenter

Presentation Notes

Did I mention award winning?


Objective:

Drive deeper customer engagement with sales and marketing alignment for greater Complete Website Security (CWS) solution opportunities.

Strategy:• Targeting 1,500 Named accounts globally.

• Data segmentation into 3 core personas (Biz, Tech, Ops) and job titles split by the 2 buying centers.

• 3 streams of activity targeting each persona along the buyers' journey, with messaging aligned to customer challenges and pain points, persona and buying center.

• Communications incorporate personalization by individuals name, company name, persona imagery and contacts geo/region imagery.

https://app.box.com/files/0/f/18030683018/Whitepapers

https://symantec.box.com/s/sjexxzr4mw5y4cr4935aj8vf9wuhm8ck


EXAMPLE ACCOUNT INSIGHTS: 1,500 NAMED ACCOUNTS →


Competition


EXAMPLE COMPETITION INSIGHTS: 1 – MANY NAMED ACCOUNTS →


EXAMPLE COMPETITION INSIGHTS: 1-1 or 1-FEW ACCOUNTS →


Account Scenarios


EXAMPLE ACCOUNT SCENARIOS: 1 – MANY NAMED ACCOUNTS →


EXAMPLE ACCOUNT SCENARIOS: 1-1 or 1-FEW ACCOUNTS →


CAN WE DRAW A CONCLUSION?

INSIGHTS RESULTSENGAGEMENTRELEVANCE


THE BIG ABM QUESTION →

MARKETING

SALESShould the level of insight you can obtain define your ABM strategy?

Should your strategy define the level of insight you obtain?

Or

Any Questions?

glsr.live/ABM

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Thank you!Martin Simcock – connect with me on LinkedIn

@EnigmaMarketing


the importance of b2b buyer insightsmrkto.b2bmarketing.net/rs/085-vab-435/images/12.35-13.05... ·...

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