Why is ABM the hottest 3LA in B2B? B2BinTech 14th March 2018 @robertnorum @mcdonaldbutler

Introduction to McDonald Butler

A Sales & Marketing agency

•  100% B2B technology marketing

•  Specialising in ABM, channel & alliances and industry marketing

•  ROMI based on our proprietary Lead to Revenue Model

•  Representing over 25 leading B2B tech brands across the world

•  Based in London, with global footprint

•  Strong ‘giving back’ culture (5 x 5 model)

Our clients

Where is ABM in 2018?

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ABM Definitions?

“Treating individual accounts as a market in their own right. A structured approach to developing and implementing

highly-customized programmes to accounts, partners, or prospects.”

ITSMA

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ABM Definitions?

“Account-Based Marketing (ABM) is a strategic approach that aligns resources against a set of defined accounts and goals in a way that is relevant and valuable to those accounts and to sales”

Sirius Decisions

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ABM Definitions?

ABM is a strategic marketing approach jointly implemented by sales and marketing that focuses on key, targeted accounts

(whether they’re existing customers or not).

It’s about identifying who your most important accounts are, gathering as much insight on them as possible, and then using this insight to align your proposition to the challenge(s) they’re facing and crafting a personalised

marketing campaign to win their business

B2B Marketing

Why is ABM so hot?

Why ABM?

Why ABM?

Source: SiriusDecisions – State of ABM Report 2017 (2016 : 87%)

B2B decision-makers say ABM is “extremely” or “very” important to overall marketing efforts

93%

ABM is no longer a budget line item

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ABM is a strategic approach to sales and marketing

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Social

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ABM

ABM has a role to play acoss the entire sales cycle

Awareness Engagement Proposal Win Retain Cross-sell Advocacy

Breaking into new Target Accounts

Bid support marketing

Protecting existing business Cross-selling into LOBs Developing advocacy

1:1 ABM

Industry Marketing

Channels & Alliances

Partner-based ABM to to single accounts Sector- based ABM

Partner-based ABM to industry sectors

ABM is adding value to other marketing segments

The different approaches to ABM

1:1

1:Few

1:Many

Mission-critical ‘Must win’ or ‘must defend’ customers.

High-touch Accounts in key verticals with significant growth potential.

Programmatic Focused campaigns across a group of accounts which share common industry or needs-based contexts.

ABM Segmentation

Taking a tiered approach to ABM

enables you to focus budget and

resources appropriately and to

ensure that all key accounts are

included in your ABM activity

1:1

1:Few

1:Many

Typically not more 10-20 Accounts per year .

10-15 accounts per ‘cluster’ typically aligned by vertical or common needs

All Key accounts ABM ‘air cover’ across all your key accounts

ABM Segmentation

Taking a blended approach will enable

you to scale your ABM programme to

include all key accounts, whilst taking

a more focussed approach to key

verticals and 1:1 accounts.

Programmatic allows you to ‘flip the pyramid’ for always on coverage

10

50

200

Using an intent-based or programmatic

approach you can ensure that you have

‘always on’ coverage across ALL your key

accounts even within a basic ABM

programme

Key accounts will qualify themselves into

1:Few and 1:1 programmes by engaging with

content or showing intent in a relevant area

To

With

Through

ABM to engage most important partners (Partner engagement)

ABM with partners to create a joint proposition for key accounts (Joint go-to-market campaigns)

Enabling ABM through all partners by providing insight, content and messaging (ABM in a box)

Partner-based ABM

Partner-based ABM applies ABM

principles to your alliances and

channels

It enables you to create joint

value propositions and GTM

strategies as well as increasing

the size of your ABM budget

The ABM process

Define programme objectives? What is the right ABM Model? Account selection Define success criteria

Identify key stakeholders with contact details

In-depth account profile

•  Understand strategic goals

•  What does their technology and supplier landscape look like?

•  Account based SWOT

Relationship mapping

Develop an account specific value proposition and supporting messages Identify key content assets Develop detailed go to market account plan

Replay the account insight and findings Map opportunities and focus areas Prioritise opportunities into an account plan Agree strategy by account

Curate/develop content assets Deliver & execute against the plans

Review each activity and its success Quarterly account review of overall plan

ABM strategy development session

1:1 calls with the sales/account team

Desk research

Group workshop: account strategy

Group workshop: account messaging

ABM Marketing campaign starts

Quarterly review cycles

ABM | 1:1 Account Focus

Scoping your ABM Programme Account Insight Strategy & Planning Account Messaging

& GTM Plan Campaign Development

& Delivery ROI & measurement

Week 1 Week 2-4 Week 5 Week 6 Week 7+ Week TBC

MBA’s end-to-end ABM process for 1:1 accounts

Define programme objectives? What is the right ABM Model? Vertical segment or cluster identification Agree success criteria

Industry sector profile

•  Major players •  Industry drivers •  Pain points •  Competitive

Landscape •  Regulatory

Mini-account profiles

Identify key stakeholders with contact details within cluster of accounts Relationship mapping

Develop a specific value proposition for vertical/cluster and supporting messages Identify key content assets Develop detailed go to market account plan

Replay industry sector insights and findings Map opportunities and focus areas Prioritise opportunities into a sector-based plan Agree strategy by segment/cluster

Curate/develop content assets Deliver & execute against the plans

Review each activity and its success Quarterly account review of overall plan

ABM strategy development session

1:1 calls with segment and account specific sales leaders Desk research

Group workshop: segment/cluster strategy

Group workshop: segment/cluster messaging

ABM Marketing campaign starts

Quarterly review cycles

ABM | 1:FEW Account Focus

Scoping your ABM Programme Sector Insight Strategy & Planning Account Messaging

& GTM Plan Campaign Development

& Delivery ROI & measurement

Week 1 Week 2-4 Week 5 Week 6 Week 7+ Week TBC

MBA’s end-to-end ABM process for 1:FEW accounts

The Key Role of Insight in ABM

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ACCOUNT INSIGHT BREAKDOWN

1

2

3

4

5

In-depth company profiles – business model, financial overview, strategic priorities, SWOT analysis

Industry Overview – overview and market size, with key trends

Executive profiles – employee structure, educational background and career overview

Stakeholder identification and relationship mapping – key contacts, hierarchy and full contact details subsequently mapped by any current or past relationships

The key role of insight

Opportunity analysis – Where your organisation has an opportunity to engage within the account

Company Profile – Table of Contents

Company Overview 3

Financial Overview 8

Key Executives 12

Strategic Priorities 30

SWOT Analysis 35

Industry Overview 38

ICT Landscape 42

Opportunity Analysis 47

Sector Profile – Table of Contents

Market Overview 3

Business Trends 22

ICT Trends 32

Competitor Analysis 50

Key Challenges/Pain Points 56

Regulatory Landscape 62

Key Influencers 72

Opportunity Analysis 75

ABM measurement

BUSINESS GOALS:

•  Achieve £xx revenue from an industry and/or account list

•  Grow account(s) revenues by {£xx or %}

•  Break into new account(s)

•  Reduce time to pipeline/deals by X

•  Relative deal size compared to non-ABM accounts

MARKETING OBJECTIVES

•  Increasing marketing value to sales

•  Improved brand sentiment within accounts (NPS)

•  Earlier customer engagement and reduced sales cycles

•  Breaking into new parts of the organisation

•  Greatly improved ROI on typical B2B marketing

ABM allows you to set precise targets by account or sector

Business Cases 3 case studies & testimonials

ABM in Action | Aruba & British Land

•  2017-2018 end-to-end ABM campaign

•  50+ contacts database identified & prioritised

•  Messaging Workshop & Value Proposition creation

ABM in Action | Aruba & British Land

•  Printed A3 storybook hand delivered direct mail

•  Video card hand delivered direct mail

•  Account specific microsite and digital content

•  Social & Digital outreach

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Aruba & British Land “Working with the McDonald Butler team is not a typical supplier/agency relationship; the MBA team is a part of my team and I am part of theirs – we work together to achieve a common shared outcome.

Working seamlessly with both sales and marketing we have broken down barriers to get ABM on the agenda. Together we are leading the way globally with what ABM looks like for Aruba. I look forward for what the future holds and shaping that together.”

UK Head of Marketing

In market in November. 5 meetings with set up with influential stakeholders within 6 weeks of campaign launch

ABM in Action | DXC & Tesco Bank

•  Deep dive research

•  200+ contact database identified and prioritised

•  Messaging Workshop and Value Proposition creation

•  Creative development & Go-to-market

ABM in Action | DXC & Tesco Bank

•  Printed A4 book hand delivered/direct mail

•  Video card hand delivered/direct mail

•  Microsite and digital content

•  Social & Digital outreach

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DXC & Tesco Bank “The ABM campaign has gone very well. The tactics used to research and build a picture of a new logo client for DXC was meticulous and incredibly valuable. The client material generated as a result of the process was delivered to an impressive standard and MBA captured the culture and essence of how DXC could be portrayed by Tesco Bank through the high quality assets, the brochure, landing page, PowerPoint presentation and video. The professionalism and enthusiasm of the team provided a positive experience and MBA were a pleasure to work with.”

Tesco Bank Account Executive

 

In market in November. Already influenced pipeline and a major opportunity in development.

Cluster ABM | HPE Innovation Model

•  Successful multichannel campaign to top 50 accounts in FSI & Retail on the theme of digital transformation

•  Research & Insight leading to research paper for each sector

•  High-concept ‘Innovation Model’ messaging and content

•  High-end print brochure by sector

•  Industry specific ‘innovation’ microsites

Cluster ABM | HPE Innovation Model

•  Email lead nurture programme

•  Social & Digital engagement

•  Subject Matter Expert activity based around blog articles

•  Culminating in in Exec roundtable events

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HPE Retail Innovation Model “McDonald Butler has worked extensively with us over an extended period executing on an integrated sector-based ABM plan across both FSI and Retail sectors. The have great industry knowledge and have helped drive real intimacy with our key prospects through digital, social and account based marketing, always with a focus on innovation in our messaging.”

VP Industries

$33m revenue win so far

$152m in new pipeline

Most Commercially Successful Campaign

B2B Marketing Awards 2017 finalist

Thank you Any questions

@robertnorum @McDonaldButler