Megan Heuer - #FlipMyFunnel Roadshow - "It's About the Customer: Account-Based Marketing and The New B-to-B Alignment Imperative"

It’s About the Customer: Account-Based Marketing and The New B-to-B Alignment Imperative

Megan HeuerVice President and Group Director@megheuer

December 2015

© 2015 SiriusDecisions. All Rights Reserved 2

What We’ll Cover Today

• The Facts: What marketing needs to know now• Really, what is Account-Based Marketing (ABM)?• Why does ABM make so much sense right now?• What does ABM do for sales alignment?• What does it take to deliver ABM?• What’s different about companies who get ABM right?


Fact: Customer Experience Drives B-to-B Buying Decisions

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B-to-B Buying Decision Drivers From 2015 SiriusDecisions Study of 1,005 Decision MakersQuestion: What was most significant driver of decision to select vendor of choice?

Dir

ect 34% Previous experience with the company

8% Implementation of customer support services were the best7% Relationship with salesperson

10% Influence of references sourced independently8% Influence of references provided by vendor4% Perception of brand with no previous experienceIn

dire

ct

71% of b-to-b decision drivers are based on direct or indirect customer experience

vs. 18% of decision based on promise of offering to meet needsvs. 9% of decision based on the price was the best

=

SiriusPerspective:


Facts: A Balanced Approach Works and ABM DeliversThe SiriusDecisions 2015 B-to-B Buyer Study of more than 1,000

buyers showed that sales and marketing need to be aligned more than than ever.

Sales is involved from the start: B-to-B buyers say a sales rep from the winning vendor was involved in the “Education” stage of their journey in 49 percent to 67 percent of the time.

Marketing is involved through the finish line:Buyers average an almost event split (51 percent non-human/49 percent human) of interaction types throughout all stage of buying.

Companies who align sales and marketing grow faster:Companies with aligned sales and marketing have 19 percent higher revenue and 15 percent higher profitability(Source: SiriusDecisions 2015 B-to-B Alignment and Growth Study)


Marketing Must Redefine Focus To Meet Updated Needs

Opportunity Goals: Where will growth com from in target accounts?

Relationship Goals: How will we ensure

customer gets value?

Buying Cycle

EDUCATION NEED

SOLUTION EXPLORE

SELECTION CHOOSE

Customer Lifecycle

DELIVER INITIATE

DEVELOP PARTICIPATE

RETAIN ACTUALIZE

GROW ADVOCATE

Where Marketing Efforts Need to Be Focused

Where Marketing Efforts Focus Today

SiriusPerspective:


Fact: ABM Is New to Many B-to-B Companies, But Not AllIn our survey, 92 percent of b-to-b companies said account-based

marketing is “extremely” or “very” important to their marketing efforts this year.

ABM Pilot ABM Full Program

38 percent have had a pilot in place for less than six months…

14 percent have had a pilot in place for more than six months

26 percent have had a full program in in place for less than one year…

20 percent have had a full program in place for more than a year

Source: SiriusDecisions2015 State of Account-Based Marketing Survey

What Does It Take To Deliver ABM?A Few Things You May Need…

SiriusPerspective:


Know the Four Types of Account-Based MarketingThe balance of ABM or broad-based marketing your company needs

depends upon the sales go-to-market model and growth goals.


Quiz: What Share Of This Year’s Growth Comes From….

Named Account

Industry/Segment Account

Broad-Based Demand

Sale

s M

odel

Large Account

Mar

keti

ng

Mod

el

Target account list (1:Few)

Target account list in a specific market/industry (1:Few)

Non-named territory focus; Transactional models

Small number of high-value accounts (1:1)

Customer Lifecycle

Customer success team; All relationship goals


Good ABM Follows a Process With a Solid Foundation

Insights

Interlock/Communica tio n

Technology

Organization, Roles, Competencies

EducationScoping

Resourcing

AssessmentOpportunityIdentification

ScoringSelection

Goals Messaging

Support Options

Tactic SelectionPlan Delivery

Pilot Full Rollout

ParticipationOptimization

AudiencesMetric Selection

DeliveryMaturity AuditBenchmarking

Preparation Prioritization Planning Execution Measurement

SiriusDecisions Account-Based Marketing Framework

SiriusPerspective:


ABM Requires Understanding Account PersonasABM planning requires a blueprint of opportunity types that exist in

target accounts, while predictive analytics prioritize which ones to support and how.

Account/Company Type(Industry, Size, Potential Value, Needs/Drivers, Other Attributes)

Account Persona Framework

Possible Buying Centers

Solutions to Sell by Buying Center

Contacts Needed by Solution, Buying

CenterBuying Cycle

Customer Lifecycle

Post-Sale Coverage Centers

Engagement Requirements by Coverage Center

Contacts Needed by Coverage Center

SiriusPerspective:


ABM Means Marketing Has A New Menu of Tactic TypesBuilding an ABM plan starts with defining what needs to be done and

what part marketing can play within the defined universe of accounts.

Opportunity Support

Account-Based Marketing Menu

Relationship Support

Cross-Sell

Predictive Demand

New Demand

Cross-Sell

Upsell

Renewal

Rapid Entry

Intra-Pipe

Last Mile

Source

Activate

Influence

Marketing-Sourced Demand

Sales-Sourced Demand

Pipeline Acceleration

Engagement Advocacy

Education

Adoption

Retention

SiriusPerspective:


ABM Technology Landscape Speeds Time to ImpactTechnology brings efficiency and scale to ABM, and creates the

opportunity for better sales alignment and ability to measure impact.

Social Media

Marketing and Sales Force Automation

AdTechData /

InsightsServices

Customer Success Mgmt.

Progressive Profiling and Dynamic Display/CMS

Analytics(Web, reporting,

predictive/ advanced, etc.)

CustomerReference/ Advocate Marketing

Customer Intelligence

Management

Buying Cycle Customer Lifecycle

Account Planning


ABM Requires Marketers To Develop New Skills

Nearly half (47 percent) of b-to-b companies don’t think marketers doing ABM have skills they need to be successful

Source: SiriusDecisions2015 State of Account-Based Marketing Survey