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Eloqua User Group January 27, 2015 Account-Based Marketing

Account Based Marketing - SiriusDecisions - January TCOMCUG

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Page 1: Account Based Marketing - SiriusDecisions - January TCOMCUG

Eloqua User Group January 27, 2015

Account-Based Marketing

Page 2: Account Based Marketing - SiriusDecisions - January TCOMCUG

About SiriusDecisions Background

Page 3: Account Based Marketing - SiriusDecisions - January TCOMCUG

© 2014 SiriusDecisions. All Rights Reserved

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Members Receive:

•  Dedicated account team

•  Research portal access

•  Analyst inquiry

•  Access to benchmark data

•  Annual custom benchmark assessment

•  Executive peer roundtables/forums

•  Monthly research webcasts

Executive Edge CMO

Demand Creation Strategies

Strategic Communications Management

Sales Operations Strategies

Channel Management Strategies

Marketing Operations Strategies

Portfolio Marketing

Adv

isor

y S

ervi

ces

Sales Enablement Strategies

Account-Based Marketing

Product Management

SiriusDecisions Advisory Services

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© 2014 SiriusDecisions. All Rights Reserved

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Who We Work With: B-to-B Executives

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© 2014 SiriusDecisions. All Rights Reserved

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Select Client List

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© 2014 SiriusDecisions. All Rights Reserved

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What We Provide

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Dust off your cowboy boots and join 2,300 of your B2B peers in celebrating our 10th anniversary! Held May 12th-15th, this year’s event will take place at the Gaylord Opryland Resort in Nashville, Tennessee. Special rate available for first-time attendees! Register today using promo code: OMCMINN

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Account-Based Marketing Why is Everyone Talking About ABM?

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© 2014 SiriusDecisions. All Rights Reserved

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ABM Simplified

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© 2014 SiriusDecisions. All Rights Reserved

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High-Level Research Agenda – Account Based Marketing •  ABM Strategy

•  Account-based marketing options •  Account selection

•  ABM Planning

•  Defining ABM goals •  Goal and plan alignment with sales •  Sales enablement for ABM •  ABM templates and tools

•  ABM Insights and Data

•  Insights and data requirements •  Segmentation and profiling options •  Contact/account data management •  Third-party resources

•  ABM Execution

•  Communication with sales •  Tactic mix for ABM •  Cross-sell/Upsell •  Sales-sourced demand support •  Pipeline acceleration •  Events for ABM •  Inbound/Digital for ABM •  Marketing automation for ABM •  Large/strategic account marketing •  Named/industry target account marketing

•  Customer Experience •  CX roles and investment •  Customer lifecycle definition •  Experience mapping •  Customer role definition •  Customer on-boarding •  Customer feedback (Voice of Customer, Loyalty

surveys)

•  Customer Marketing

•  Customer marketing structure •  Customer success team support •  Communities/forums •  Customer events •  Customer lifecycle nurture •  Customer engagement/adoption •  Executive engagement

•  Customer Advocacy

•  Advocacy staffing and investment •  Advocate sourcing •  Advocacy asset strategy •  Reference strategy •  Advocacy for demand creation •  Advocacy for customer marketing •  Aligning advocacy with marketing planning

•  Measurement and Reporting •  ABM measurement and reporting •  Customer marketing measurement and

reporting •  Customer experience measurement and

reporting •  Analytics for customer lifecycle

•  Technology and Services Coverage

•  Reference/advocacy management tools •  Enterprise Feedback Mgmt •  Portal/community vendors •  Account profiling/contact data •  Customer experience support

•  Benchmarks and Audits

•  ABM Maturity Audit •  ABM Skills Audit •  Customer Marketing Maturity Audit •  Customer Experience Maturity Audit •  ABM/Customer Benchmark

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© 2014 SiriusDecisions. All Rights Reserved

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Account-Based Marketing Models

ABM Types

ABM Process Framework and Toolkit ABM Measurement

Customer Lifecycle Framework

Page 12: Account Based Marketing - SiriusDecisions - January TCOMCUG

SiriusPerspective:

© 2014 SiriusDecisions. All Rights Reserved

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Large Account

•  Very small number of large existing or targeted accounts

Named Account

•  Moderate or larger number of defined existing or targeted accounts

Customer Lifecycle

•  Moderate or larger number of existing customers that receive differentiated outreach

Industry/Segment •  Any number of new or existing accounts in

same vertical or other specific segment

The SiriusDecisions Account-Based Framework Different companies use the account-based marketing label differently;

how to execute depends on the objective.

Account-Based Models

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R: 0 G: 115 B: 207

R: 128 G: 185 B: 231

R: 204 G: 227 B: 245

R: 99 G: 177 B: 229

R: 177 G: 216 B: 242

R: 204 G: 227 B: 245

R: 97 G: 99 B: 101

R: 176 G: 177 B: 178

R: 223 G: 224 B: 224

R: 224 G: 82 B: 6

R: 240 G: 169 B: 131

R: 249 G: 220 B: 205

R: 240 G: 171 B: 0

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Why Do SiriusDecisions Clients Invest in ABM?

•  Ensures attention is given to top prospects/customers •  Defines growth and timing based on account specifics

Keeps focus on best growth opportunities

•  More efficient with a defined universe •  Balances demand and sales enablement

Supports sales reality

•  Linked to greater customer satisfaction and retention •  Customers experience less noise, respond at higher

rates to more relevant outreach

Delivers customer-centric experience

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R: 0 G: 51 B: 89

R: 128 G: 153 B: 172

R: 204 G: 214 B: 222

R: 122 G: 184 B: 0

R: 189 G: 220 B: 128

R: 228 G: 241 B: 204

R: 0 G: 115 B: 207

R: 128 G: 185 B: 231

R: 204 G: 227 B: 245

R: 99 G: 177 B: 229

R: 177 G: 216 B: 242

R: 204 G: 227 B: 245

R: 97 G: 99 B: 101

R: 176 G: 177 B: 178

R: 223 G: 224 B: 224

R: 224 G: 82 B: 6

R: 240 G: 169 B: 131

R: 249 G: 220 B: 205

R: 240 G: 171 B: 0

R: 248 G: 213 B: 128

R: 252 G: 238 B: 204

ABM Supports Two Types of Account Goals

•  Goal aligned to a specific buying cycle, new or in-progress •  Can be net-new win, cross-sell or upsell within a specific

buying center Opportunity Goals

•  Goal aligned to developing a positive environment within the account or a specific buying center

•  May be to improve a current situation or to develop new relationships

Relationship Goals

Page 15: Account Based Marketing - SiriusDecisions - January TCOMCUG

Marketing Makes Different Contributions to Accounts SiriusPerspective: Sourcing pipeline may not be the primary expectation of marketing; ensure measurement reflects priorities.

Large: Strategic/

Enterprise

Named/ Territory

Small/Midsize and Non-Named

Account Type

Enablement >40% Demand 30%-40% Reputation <20%

Demand >40% Enablement 20%-30% Reputation <20%

Reputation >40% Demand 30%-40% Enablement <15%

Pipeline KPI Averages

Typical Program Balance

Influenced: >75% Sourced: <10%

Influenced: 60%-75% Sourced: 15%-25%

Influenced: 50%-60% Sourced: 25%-45%

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R: 0 G: 51 B: 89

R: 128 G: 153 B: 172

R: 204 G: 214 B: 222

R: 122 G: 184 B: 0

R: 189 G: 220 B: 128

R: 228 G: 241 B: 204

R: 0 G: 115 B: 207

R: 128 G: 185 B: 231

R: 204 G: 227 B: 245

R: 99 G: 177 B: 229

R: 177 G: 216 B: 242

R: 204 G: 227 B: 245

R: 97 G: 99 B: 101

R: 176 G: 177 B: 178

R: 223 G: 224 B: 224

R: 224 G: 82 B: 6

R: 240 G: 169 B: 131

R: 249 G: 220 B: 205

R: 240 G: 171 B: 0

R: 248 G: 213 B: 128

R: 252 G: 238 B: 204

ABM: What Sales Can Expect From Marketing

More marketing assistance with account planning process

More marketing- supplied sales enablement to identify, qualify and support opportunity development

More marketing activity designed to increase velocity of pipeline

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R: 0 G: 51 B: 89

R: 128 G: 153 B: 172

R: 204 G: 214 B: 222

R: 122 G: 184 B: 0

R: 189 G: 220 B: 128

R: 228 G: 241 B: 204

R: 0 G: 115 B: 207

R: 128 G: 185 B: 231

R: 204 G: 227 B: 245

R: 99 G: 177 B: 229

R: 177 G: 216 B: 242

R: 204 G: 227 B: 245

R: 97 G: 99 B: 101

R: 176 G: 177 B: 178

R: 223 G: 224 B: 224

R: 224 G: 82 B: 6

R: 240 G: 169 B: 131

R: 249 G: 220 B: 205

R: 240 G: 171 B: 0

R: 248 G: 213 B: 128

R: 252 G: 238 B: 204

What Changes in an Account-Based Model?

From To

Data and insights

•  General, market-based •  Sales and marketing share little data

•  Account- and contact- specific context •  Marketing and sales collaborate on needs

Forecasting and planning

•  Sales creates plans •  Marketing is reactive and not scalable at

account level

•  Shared so account marketing plans have proactive, scalable focus on sales goals

Demand management •  Short-term focused •  Generic service-level agreements (SLAs)

and lead definition

•  Long-term focus •  Account-level SLAs •  Focus on specific accounts and

opportunity

Account management •  Sales-rep owned •  Limited marketing support

•  Marketing enabled •  Maintains communications with sales

account leads

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R: 0 G: 51 B: 89

R: 128 G: 153 B: 172

R: 204 G: 214 B: 222

R: 122 G: 184 B: 0

R: 189 G: 220 B: 128

R: 228 G: 241 B: 204

R: 0 G: 115 B: 207

R: 128 G: 185 B: 231

R: 204 G: 227 B: 245

R: 99 G: 177 B: 229

R: 177 G: 216 B: 242

R: 204 G: 227 B: 245

R: 97 G: 99 B: 101

R: 176 G: 177 B: 178

R: 223 G: 224 B: 224

R: 224 G: 82 B: 6

R: 240 G: 169 B: 131

R: 249 G: 220 B: 205

R: 240 G: 171 B: 0

R: 248 G: 213 B: 128

R: 252 G: 238 B: 204

Inform: What Do You Need to Know About Accounts?

Must Have

Account Industry

Account Buying Centers

Wallet Share

Sales Goals by Buying Center

Stage of Active Deals

Contacts Known/Needed

Really Great to Have

Key Initiatives/Needs by Buying Center

Relationship Status

Relationship Map by Buying Center

Extra Credit

Growth Trend

Competitive Environment

Contact Engagement History

Account-Level Attributes Buying Signals

Page 19: Account Based Marketing - SiriusDecisions - January TCOMCUG

SiriusPerspective: B-to-b buyers are engaging with sales reps later in the buying process, forcing marketing and sales to adjust their roles.

ABM Supports Non-Sales Led Aspects of Buying

①  Loosening of the Status Quo

Vendor Selection

Phase

Solution Phase

Education Phase

②  Committing to Change

③  Exploring Possible Solutions

④  Committing to a Solution

⑤  Justifying the Decision

⑥  Making the Selection Point of Prospect Intersection with Rep

Marketing

Sales

Marketing Is Taking the First

Sales Call

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R: 0 G: 51 B: 89

R: 128 G: 153 B: 172

R: 204 G: 214 B: 222

R: 122 G: 184 B: 0

R: 189 G: 220 B: 128

R: 228 G: 241 B: 204

R: 0 G: 115 B: 207

R: 128 G: 185 B: 231

R: 204 G: 227 B: 245

R: 99 G: 177 B: 229

R: 177 G: 216 B: 242

R: 204 G: 227 B: 245

R: 97 G: 99 B: 101

R: 176 G: 177 B: 178

R: 223 G: 224 B: 224

R: 224 G: 82 B: 6

R: 240 G: 169 B: 131

R: 249 G: 220 B: 205

R: 240 G: 171 B: 0

R: 248 G: 213 B: 128

R: 252 G: 238 B: 204

How Marketing Measures Success in ABM

Account Insights New Contacts Successful Planning Sales Utilization Account/Contact Activity

Early Progress

New Pipeline Existing Opportunity Progress Relationship Development

Initial Outcomes

Revenue Growth and Retention Increased Loyalty and Advocacy

Long-Term Value

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Focus on the Customer Customer Marketing, Customer Experience, Customer Advocacy

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Customer Marketing Is a Priority for CMOs SiriusPerspective: Marketing roles are emerging as a result of changing buyer journeys and sales needs; new roles and skills require planning.

“Social media is a skill every marketer should have.” “The customer experience begins before they are a customer and kicks into high gear once they become one.” “The investment in marketing technology is requiring a new skill set in marketing.”

Digital Marketing

Content Marketing

Marketing Technology

Customer Marketing

Social Media #1

#2

#3

#4

#5

Comments

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R: 0 G: 51 B: 89

R: 128 G: 153 B: 172

R: 204 G: 214 B: 222

R: 122 G: 184 B: 0

R: 189 G: 220 B: 128

R: 228 G: 241 B: 204

R: 0 G: 115 B: 207

R: 128 G: 185 B: 231

R: 204 G: 227 B: 245

R: 99 G: 177 B: 229

R: 177 G: 216 B: 242

R: 204 G: 227 B: 245

R: 97 G: 99 B: 101

R: 176 G: 177 B: 178

R: 223 G: 224 B: 224

R: 224 G: 82 B: 6

R: 240 G: 169 B: 131

R: 249 G: 220 B: 205

R: 240 G: 171 B: 0

R: 248 G: 213 B: 128

R: 252 G: 238 B: 204

Customer Advocacy Is the New Demand Creation

1

2

3

4

5

Time

Leve

l of I

nter

actio

n

1. Awareness 2. Consideration 3. Purchase 4. Ownership 5. Repurchase

If post-sale experience is negative…

…this mountain becomes steeper.

Page 24: Account Based Marketing - SiriusDecisions - January TCOMCUG

SiriusPerspective:

© 2014 SiriusDecisions. All Rights Reserved

24

Define Customer Lifecycle Stages – and Needs Customer experience investment is more successful when it is

anchored around a common definition of what happens after a company buys.

Page 25: Account Based Marketing - SiriusDecisions - January TCOMCUG

Thank You! Questions?