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Account-Based Marketing: Trends and Best Practices
Matt Senatore @MattSenatore @siriusdecisions
Account-Based Marketing: Trends and Best Practices
Matt SenatoreService Director – Account-Based Marketing
@MattSenatore
3 © 2017 SiriusDecisions. All Rights Reserved
@MattSenatore
“If all of your friends jumped off a bridge, would you do it?”
@MattSenatore
4 © 2017 SiriusDecisions. All Rights Reserved
@MattSenatore
87Source: SiriusDecisions State of ABM Report 2016
@MattSenatore
5 © 2017 SiriusDecisions. All Rights Reserved
@MattSenatore
27Source: SiriusDecisions State of ABM Report 2016
@MattSenatore
6 © 2017 SiriusDecisions. All Rights Reserved
@MattSenatore
2Source: SiriusDecisions State of ABM Report 2016
@MattSenatore
7 © 2017 SiriusDecisions. All Rights Reserved
@MattSenatore
73Source: SiriusDecisions State of ABM Report 2016
@MattSenatore
Account-Based Marketing: Key TypesNot just a one-size-fits-all approach
SiriusPerspective:
© 2017 SiriusDecisions. All Rights Reserved@MattSenatore 9
What Is Account-Based Marketing (ABM)?ABM is not a tactic or a one-off initiative – it’s a discipline that
results in tighter organizational alignment.
A strategic approach that aligns demand creation programs and
messaging against a set of defined accounts and goals in a way that is
relevant and valuable to those accounts and to sales.
SiriusPerspective:
© 2017 SiriusDecisions. All Rights Reserved@MattSenatore 10
Account-Based Marketing or Marketing to Accounts?
As interest in ABM grows, so does the range of ABM definitions; organizations must choose the best approach to deliver on their growth goals.
Marketing to Accounts:• Target accounts based on firmagraphics
and what sales wants• Contacts in accounts get tactics and
offers focused on what you want to tell or sell
• Accounts scored like leads based on fit and activity
• Success based on delivering new account leads to sales or partners
Level of customization based on account insights
Account-Based Marketing:• Insight-based account selection,
prioritization• Account plans linked to buying
center/contact and specific goals• Tactics chosen based on account
insights, preferences and needs• Success based on account
influence, growth, relationship status, sales/partner productivity
Low High
SiriusPerspective:
© 2017 SiriusDecisions. All Rights Reserved@MattSenatore 11
ABM leaders apply different models to win and grow accounts, and are usually aligned to sales’ go-to-market strategy and opportunity within the tier.
Defining ABM: Three Different Types of Deployment
Named Account ABMLarge Account ABM Industry ABMA very small number of large existing or targeted accounts
A moderate or larger number of new or existing
accounts in the same vertical or other specific
segment
A moderate or larger number of defined existing or targeted
accounts
Account-Based Models
SiriusPerspective:
© 2017 SiriusDecisions. All Rights Reserved@MattSenatore 12
Marketing, sales and other business leaders must work together to determine which ABM type(s) they might want – and are ready – to pursue.
ABM Types: Key Considerations
One-to-one
General/Broad-Based Model
• Largest accounts• Dedicated ABM practitioner• Supports global/major account
team specific account plansSignificant
Moderate/significant
Mass
Account level
Account/program level
Program level
Who/What Measurement
Named Account/Industry
Model
Large/StrategicAccountModel
None Program level
Customization
One-to-fewOne-to-many
One-to-all
• Moderate number of accounts• Focus on cross/upsell, win or
retention• Similar account goals drive
marketing to support sales execs• Large number of accounts• Marketing matches GTM strategy• Commonalities identified across
accounts• “ABM at scale”
• All non-ABM accounts• Marketing activity matches what
organization wants to promote• One size fits all
13 © 2017 SiriusDecisions. All Rights Reserved
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The SiriusDecisions Demand Spectrum
Large Account ABMStrong joint account
level engagement and deep account insight
Named / Industry Account ABMGood degree of joint engagement. Strong understanding of segment and individual
accounts
Advanced Customization
Limited Customization
Coordinated Customization
Focused Customization
DEGREE OF ACCOUNT INSIGHT
DEG
REE
OF
SALE
S AN
D
MAR
KETI
NG
JOIN
T AC
COU
NT
LEVE
L EN
GAG
EMEN
T
Defined DemandMinimal joint marketing and sales planning. Little account insight.
Focused Demand
Aligned functions with some marketing involvement in sales planning and execution.
Growing knowledge of segment and individual accounts
14 © 2017 SiriusDecisions. All Rights Reserved
@MattSenatore
Commitment to ABM: Five Key Building Blocks
Differentiated TreatmentCustomers or accounts are
not equal and will not get “one
size fits all” treatment
Account Insights
Identify and collect key
insights within the accounts and contacts that will allow
us to “do ABM”
Content Development
Not just about leads; metric classes and
leading indicators
demonstrate path to success
Interlock Differentiated Measurement
Willingness to take a different
approach to content
development (sales and
marketing/ABM influenced)
Requires a cross-functional,
collaborative approach with
communication excellence
ABM: A Disciplined ApproachEnsuring success through a solid foundation
SiriusPerspective:
© 2017 SiriusDecisions. All Rights Reserved@MattSenatore 16
The SiriusDecisions Account-Based Marketing Framework
For large and industry/segment ABM, best-in-class organizations apply a systematic process built on a solid foundation.
Organization, Roles and Responsibilities, and Skills and TrainingTechnology InfrastructureInterlock/Communication
Insights
EducationScoping
Resourcing
AssessmentOpportunity Identification
ScoringSelection
Prioritization
GoalsMessaging
SupportInventory
Tactic SelectionPlan Delivery
PilotExpansionFull Rollout
ParticipationOptimization
AudiencesFormat/Timing
Metric SelectionMaturity Selection
Maturity AuditBenchmarking
Preparation Prioritization Planning Execution Measurement
SiriusDecisions Account-Based Marketing Process
Framework
SiriusPerspective:
© 2017 SiriusDecisions. All Rights Reserved@MattSenatore 17
SiriusDecisions ABM Process Framework Variations
While the process and foundational elements are the same, strategic and executional nuances will exist for different ABM types.
Large Account Named Account Industry/SegmentExample: Execution at the one-to-one level
Example: Predictive technology for account
prioritization
Example: Deep industry marketing expertise
SiriusPerspective:
© 2017 SiriusDecisions. All Rights Reserved@MattSenatore 18
The SiriusDecisions Account-Based Marketing Framework
For large and industry/segment ABM, best-in-class organizations apply a systematic process built on a solid foundation.
Organization, Roles and Responsibilities, and Skills and TrainingTechnology InfrastructureInterlock/Communication
Insights
EducationScoping
Resourcing
AssessmentOpportunity Identification
ScoringSelection
Prioritization
GoalsMessaging
SupportInventory
Tactic SelectionPlan Delivery
PilotExpansionFull Rollout
ParticipationOptimization
AudiencesFormat/Timing
Metric SelectionMaturity Selection
Maturity AuditBenchmarking
Preparation Prioritization Planning Execution Measurement
SiriusDecisions Account-Based Marketing Process
Framework
SiriusPerspective:
© 2017 SiriusDecisions. All Rights Reserved@MattSenatore 19
Prioritization: ScoringNot all accounts are created equal; using a data-driven
approach can ensure that marketing and sales prioritize accounts with the biggest potential payoff.
Opportunity Index
Cooperation Index
Achievability Index
Is it worth it?
Can we get it? Is success likely?
Can we work together?
ABM Account
Selection
SiriusPerspective:
© 2017 SiriusDecisions. All Rights Reserved@MattSenatore 20
Client Example: MolexBy leveraging the account selection tool, Molex was able to
prioritize accounts and focus on specific industry needs.
Industry ABM: Preparation
ABM Factors 1 = Very False5 = Very True
Account 1 Account 2 Account 3 Account 4
Opportunity Index
This is a large, global account. Score 1-5 1 5 1 5Distinct buying centers exist for this account. Score 1-5 1 5 2 5Unified approach would drive value. May currently be disjointed. Score 1-5 1 5 3 2This account spends a lot of money in your category (but not necessarily with you). Score 1-5 1 5 3 2
This account spends a lot in the category and spends it with you. Score 1-5 1 5 4 2
Factors exist that could drive relatively quicker purchase/priority (e.g. economic conditions, regulations). Score 1-5 1 5 5 1
We are aware of active pipeline opportunities within the account Score 1-5 1 5 5 1
Total Opportunity Index Score Sum 7 35 23 18
Acc A
Acc B
Acc D
Acc CAcc F
Acc E Acc G Acc H Acc I Acc J
Acc K • Output of account selection presents visual overview of potential accounts
• Three-index view allows sales and marketing to easily rank accounts
Industry Account Selection
SiriusPerspective:
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Client Example: DemandbaseDemandbase refined total addressable market by using
predictive in conjunction with working sessions with stakeholders to prioritize the target ABM list.
SiriusPerspective:
22 © 2017 SiriusDecisions. All Rights Reserved@MattSenatore
Executed Relevantly, Driving Better Conversion and CVWith alignment on accounts, and strategy, they built
customized omnichannel engagement to drive upsell and net-new target account acquisition.
Identify the companies most likely to buy and then market to
them
Engage relevantly via IP targeting,
retargeting and web personalization
Measure close rates, contract value and
velocity for ABM vs. Non ABM accounts
ABM MeasurementSuccess comes from more than simply looking at results
SiriusPerspective:
© 2017 SiriusDecisions. All Rights Reserved@MattSenatore 24
How B-to-b Measurement Is ChangingB-to b marketing is hyper-focused on measuring opportunities,
butas objectives expand, the measurement lens must expand to an account focus.
Focus On InfluenceOpportunities
Accounts
SiriusPerspective:
25 © 2017 SiriusDecisions. All Rights Reserved@MattSenatore
The Aligned Measurement Framework for ABMLeverage the SiriusDecisions Aligned Measurement Framework
to demonstrate short-, mid- and long-term metrics.
Counts of actions takenActivity
Direct results of actionsOutput
Effects on business goalsImpact
Preparedness to performReadiness
Class Examples of Measures Description
• Executive briefings conducted• Calls made• No. of ABM webinars run
• C-level engagement/participation• Inquiries/demos• Proposals
• Revenue/growth/profit• Deal size (vs. non-ABM)• NPS/loyalty/satisfaction
• Customer profiles identified• Customer lifecycle stages
mapped• Support available for each stage
Acco
unt
Leve
l
Gro
uped
Acc
ount
/Pro
gram
Lev
el
Shor
t-te
rm
M
id-t
erm
Lon
g-te
rm
26 © 2017 SiriusDecisions. All Rights Reserved
@MattSenatore
Evolution of ABM Measurement% of companies using metric to track ABM
Class Top 10 ABM Metrics 2016 2015
Feedback on ABM from internal stakeholders 76% 34%Number of closed deals touched by marketing 66% 61%Number of leads touched by marketing 61% 42%Participation in marketing activities from ABM accounts 61% 25%Number of new contacts identified for ABM accounts 58% 33%Response rates to marketing outreach from ABM accounts 57% 48%Number of leads identified by marketing in ABM accounts 55% (no change)Online activity from ABM accounts 53% 39%Events held for account-based efforts 53% (no 2015 data)Content developed for account-based efforts 53% (no 2015 data)
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@MattSenatore
A Quick Story: National Instruments
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@MattSenatore
Client Example: National Instruments
1Acct
. AAc
ct. B
Acct
. CAc
ct. D
Acct
. EAc
ct. F
Acct
. GAc
ct. H
Acct
. IAc
ct. J
1Acct
. AAc
ct. B
Acct
. CAc
ct. D
Acct
. EAc
ct. F
Acct
. GAc
ct. H
Acct
. IAc
ct. J 1Ac
ct. B
Acct
. E
Acct
. H
Source: National Instruments SFDC; Data for partial Q4; Large Strategic account names sanitized
ABM Opportunity Pipeline Definitions:
“Qualify” Opportunity determined“Advance” = Working the opportunity“Other” = in process of closing (expected this quarter…
(Won is lower right; lost is a separate report)
29 © 2017 SiriusDecisions. All Rights Reserved
@MattSenatore
Selected results from SD clients
+20%Increase in Deal
Size for ABM accounts
$75MM Mktg. Sourced Pipeline In ABM
Accounts
+5PTIncrease In
Retention for ABM AccountsIm
pact
+140% Increase in Account
Engagement
+714% Increase in Sr.
Exec. EngagementOut
put +210%
Increase in Inquiries From Target Accounts
5xIncrease in ABM
AssetsActi
vity +350%
Increase in Hosted/Sponsored Exec.
Events for Target Accounts
+100% Custom Event
Coverage for Named Accounts
84%of Sales Said ABM
Uncovered Previously Unknown Opportunities
+1,200New Contacts
AddedRead
ines
s
22%Improvement in ABM
Maturity
Final ThoughtsSo, should you jump off the bridge?
31 © 2017 SiriusDecisions. All Rights Reserved@MattSenatore
Thank You! Matt SenatoreService Director – Account-Based [email protected]@siriusdecisions.com
www.siriusdecisions.com203.665.4000
32 © 2017 SiriusDecisions. All Rights Reserved@MattSenatore
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