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HOW ABM CAN HELP B2B MARKETERS COPE WITH THIS NEW REALITY
BRIAN FINNERTY, VP GROWTH MARKETING, DEMANDBASE
APRIL 2020
© 2020 DEMANDBASE|SLIDE 2
THE ECONOMY WAS DECLINING… BEFORE COVID-19
© 2020 DEMANDBASE|SLIDE 3
MARKETING BUDGETS WERE FALLING- BEFORE COVID-19
Marketing budget as a percentage of company revenue
2015 2016 2017 2018 2019
7%
14%
11.4%12.1%
11.3%11.2%
10.5%
SOURCE: 2019 Gartner CMO Survey
© 2020 DEMANDBASE|SLIDE 4
THE EFFICIENCY GAP
+250%
+150%
+50%
2017 2018 2019 2020
EFFICIENCY GAP
Pipeline Count
$/Pipe Opp
ABM EFFICIENCY VS TRADITIONAL DEMAND GEN
© 2020 DEMANDBASE|SLIDE 6
FOCUSING ON VOLUME WASTES TIME AND MONEY
4.4% Inquiries convert
.03% Inquiries to closed/won
Source: Sirius Decisions Waterfall
© 2020 DEMANDBASE|SLIDE 7
LEADS AREN’T VALUED
50%of marketing generated
leads are never followed up by sales.
Source: Miller Pierce
© 2020 DEMANDBASE|SLIDE 8
THE IMPACT OF ABM
ABM outperforms traditional methodsB2B marketers are realizing great benefits from ABM across multiple areas
1
Customer Retention Rate
Initial Contract Value
Close Rate
Return on Sales & Mktg. Investment
Upsell/Cross-sell
Overall LTV
Alignment Between Sales & Marketing
1.5 2 2.5 3 3.5 4 4.5 5
Traditional approach benefit is much greater
ABM and traditional are same
ABM provides much greater benefit than traditional approach
4.64
4.31
4.20
4.14
4.02
4.00
3.98
Source: 2018 TOPO Benchmark
© 2020 DEMANDBASE|SLIDE 9
EFFICIENCY IMPROVES ACROSS SALES AND SDRs
HOW TO INCREASE EFFICIENCY OF YOUR ABM STRATEGY
© 2020 DEMANDBASE|SLIDE 11
5 TIPS TO INCREASE MARKETING EFFICIENCY WITH ABM
1. Focus your budget on the right accounts2. Tighten your alignment with sales3. Use technology to scale4. Intent is your friend. Use it! 5. Shave $$ from unfocused/less efficient channels
© 2020 DEMANDBASE|SLIDE 12
THE THREE TIERS OF ABM
One-to-One ABM
One-to-FewABM
One-to-ManyABM
HIGH
Investment & ROI per account
LOW
Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017
1
TIGHTEN YOUR ALIGNMENT WITH SALES
© 2019 DEMANDBASE|SLIDE 14
ALIGNING SALES AND MARKETING
KEY TO MARKETING’S SUCCESS IS SALES ENABLEMENT
1. Account List Identification2. Campaign Ideation3. Prioritization and Selection4. Messaging5. Execution6. Sales Enablement7. Goals & Reporting
2
© 2020 DEMANDBASE|SLIDE 15
TIGHTEN YOUR ALIGNMENT WITH SALES
MARKETING
SALES
DM Ships
Campaign Ideation, Scope
& BudgetCampaign
Kickoff
Account-Based Advertising
LaunchContent
Development
Landing Page
Launch
Content Asset
Launch Webinar Field
Event
Account & Contact
SelectionCampaign
KickoffDM
ShipsContent Asset
Launch Webinar Field
Event
Marketing Email 1 & 2
Marketing Email 3
Marketing Email 4
Sales Email 1 & 2
Sales Email 3
2
© 2020 DEMANDBASE|SLIDE 16
ADD MORE OPPORTUNITIES FOR IDEA SHARING
▪ Funnel Working Group▪ Sales and marketing leaders meet weekly to review key pipeline metrics
and discuss challenges▪ Marketing Ops led
▪ Customer Working Group▪ Customer success and marketing leaders meet weekly to review retention
and upsell metrics and discuss challenges▪ Customer Marketing Manager led
▪ Sales and Marketing Exchange▪ 30 minute check in with sales to discuss market developments▪ CMO led
2
USE TECHNOLOGY TO SCALE
© 2020 DEMANDBASE|SLIDE 18
USE TECHNOLOGY TO SCALE 3
© 2019 DEMANDBASE|SLIDE 19
3
INTENT IS YOUR FRIEND. USE IT!
© 2020 DEMANDBASE|SLIDE 21
Ensure you are investing
appropriate $$ per account
Use intent to target accounts
in the buying cycle
Make every engagement
more relevant and personalized
Understand impact of cuts
you made
FOCUS ON DATA AND INSIGHTS 4
© 2019 DEMANDBASE|SLIDE 22
Total Addressable Market
Target Account List
High Intent Buyers/
Influencers
AI AND INTENT TO REACH THE BUYING COMMITTEE
High Intent Accounts
Ideal Customer Profile
4
© 2019 DEMANDBASE|SLIDE 23
USE INTENT TO FOCUS AD BUDGET
TEST GROUP WITH ADS
CONTROL GROUPNO ADS
% DIFFERENCE
High Intent Acct’s 73% 52% + 1.4X
Medium Intent Acct’s 60% 28% + 2.1X
Low Intent Acct’s 44% 17% + 2.6X
4
SHAVE $$ FROM LESS EFFICIENT CHANNELS
© 2020 DEMANDBASE|SLIDE 25
OPTIMIZE YOUR BUDGET
$222K / year for New ABM Programs & ABM Technologies
$465kFULL BUDGET
CONTENT SYNDICATION
WEBINAR SPONSORSHIPSDIGITAL ADVERTISING
REGIONAL EVENTS
SAVING BY ABM APPROACH
$243kFULL BUDGET
Standard B2B Marketing Spend
ABM OptimizedSpend
5
© 2017 DEMANDBASE # 26
TRADITIONAL DIGITAL ADVERTISING
Purchasing Digital Ads from Publishers or Public Exchanges
$50K / quarter7MM impressions
BEFORE ABM METRICS
$200K total spend15% Target Accounts Engaged
DIGITAL ADVERTISING
ACCOUNT-BASED ADVERTISING
Targeting Ads to Specific Companies Across all Networks
$30K / quarter5MM impressions
AFTER ABM METRICS
$120K total spend25% Target Accounts Engaged
67PERCENT
40PERCENT
More EngagementLess Spend
TARGET ACCOUNTS ENGAGED
© 2017 DEMANDBASE # 27
REGIONAL EVENTS (FIELD MARKETING)
ACCOUNT-BASED FIELD MARKETING
Hosting events in high priority territories
9 events / year 540 regs / year 45 Opptys / year (5 / event)
AFTER ABM METRICS
$63K total spend$1400 Cost per Oppty
FIELD MARKETING
Hosting events in every territory
15 events / year @ $7K each600 regs / year 45 Opptys / year (3 / event)
BEFORE ABM METRICS
$105K total spend$2333 Cost per Oppty
Less Spend Increased Results Per Event
FOCUSING ON REGIONS WITH HIGHEST ACCOUNT CLUSTERS
40PERCENT
60PERCENT
© 2020 DEMANDBASE|SLIDE 28
5 TIPS TO INCREASE ABM EFFICIENCY
1. Focus your budget on the right accounts2. Tighten your alignment with sales3. Use technology to scale4. Intent is your friend. Use it!5. Shave $$ from unfocused/less efficient channels
© 2019 DEMANDBASE|SLIDE 29
BONUS TIP:
DON’T USE BUDGETS AS AN EXCUSE TO NOT INNOVATE
THANK YOU