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Forget the Fluff: A Practical Approach to Measuring ABM
Kristen Wendel, Director of Marketing Operations@kewendel
Confidential © 2017 VersionOne
About Me
ERP Software - Acquired by Infor for $227M in 2007
Healthcare Billing Software – Acquired by ResMed for $800M in 2016 Supply Chain Software - Purchased by
JDA in 2012 for $1.9B
Banking Software – Sold to ACI Worldwide in 2012
• Over 12 years of B2B Software Experience
– Execute Demand Gen Programs
– Analyze and Optimize Marketing and SDR Performance & Process
– Implement MARTECH platforms to support revenue generation
– ABM and ABSD
Confidential © 2017 VersionOne
About VersionOne
• Founded in 2002; headquartered in Atlanta, GA• Leader in unified Agile and DevOps software solutions• Help software teams deliver better software faster• 33 Fortune 100 customers in addition to major government agencies• Successful deployments of up to15,000 users at Bank of America,
Boeing, Capital One, Cerner, Lockheed, SAP, Siemens, Social Security Administration, State Farm, USPS, Walt Disney, and Wells Fargo
• World-class agile training and transformation consulting services
4Confidential © 2017 VersionOne
• Compete against large players – Microsoft, CA, and Atlassian
• Historically reliant on inbound leads, yet missing out on being considered in evaluations
• With a lean team, ABM seen by marketing as best chance to focus on accounts most likely to buy
• Improve awareness, engagement, appointments, and pipeline of target accounts
Why ABM?
Target accounts and MQAs=
Fit + Intent (+ Engagement)Market Driven ABM/ABSD
Using Everstring, Bombora and Engagio to refine target accounts and direct urgent activity
Confidential © 2017 VersionOne 6
ABM/ABSD Approach
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Select Accounts
Build Target Contacts
Promotion
MQAs
Check Engagio
Build 10+ More Contacts
Gather Account InsightCreate Content
Personalized Phone+Social+Email
ABM + ABSD = One Targeted Effort
Marketing Account-Based Value Creation
ABSD Value Creation
& Appointment Delivery
7Confidential © 2017 VersionOne
ABM• Awareness• Engagement• MQA• Opportunity
Leads Based• MQLs
• Form Fills• CTR
• Email Opens
ABM KPIs
© 2017 VersionOne 8
• Awareness– Are Target Accounts aware of your company
ABM KPIs
Confidential © 2017 VersionOne 9
• Engagement– Aggregate leads, contact and anonymous activity to show how
much time target accounts have spent engaging with your brand
ABM Metrics
Confidential © 2017 VersionOne 10
• MQA– A target or non-target account that has reached a level of
engagement to alert sales to get involved
ABM Metrics
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ABM Results
Tier # of Accounts Engagement
% Engaged MQL
Sales Appt
Opps (I) Pipeline
Conversion to Opp
Tier 1 99 94 95% 40 7 8 $ 8.08%
Tier 2 545 406 74% 123 40 20 $ 3.67%
Tier 3 5341 1045 20% 243 65 51 $ 0.95%
12Confidential © 2017 VersionOne
• ~4,000 (target and non-target) enterprise prospect accounts were engaged quarterly with VersionOne
• 88% engagement: we know we can engage target accounts, ~40% of the engagement is pure product engagement
• Opp size: Target account opps are 40% larger (I-ACV) than the average
• Target accounts generated 40% of new Enterprise Initial pipeline
• Target accounts generated 23% of Enterprise Initial bookings – 6-9 month sales cycle
ABM Results
Q&A