THE CASE FOR ACCOUNT-BASED MARKETING AT [your company here] Matt Heinz President, Heinz Marketing Inc @heinzmarketing #ABMIgnite Housekeeping • This deck • Other freebies: • Full Funnel Marketing – the book! • Our ABM Expert Guide & execution workbook • Bacon • Email me (matt@heinzmarketing.com) or bring me a business card with what you want #ABMIgnite ABM your self to get… ABM? #ABMIgnite Keys to launching ABM Outcomes first (and always) Map the internal buying committee, build consensus Challenge the status quo Securing budget Drive deep coordination with sales #ABMIgnite Defining Outcomes • Revenue growth • Target account efficiency • Opportunity cost • Where is there quantifiable pain right now? #ABMIgnite ROI CALCULATO R #ABMIgnite © 2016 DEMANDBASE / HEINZ MARKETING | P HOW OTHERS ARE WINNING TODAY’S LEADING B2B MARKETERS ARE USING ABM TO: • Increase marketing contribution to pipeline • Improve coordination & efficiency between sales and marketing • Focus marketing on more profitable strategies and tactics CONVERSELY, ANALYSTS CITE EVIDENCE THAT COMPANIES NOT ADOPTING ABM ARE: • Presenting conflicting faces/messages to prospects • Failing to build internal consensus with the buyer • Losing deals to competitors who are more coordinated and effective #ABMIgnite KEY BENEFITS BY DEPARTMENT #ABMIgnite MARKETING FINANCE More focused, more efficient, and more connected to revenue Greater predictability, transparency, and visibility into marketing expense ROI SALES IT/OPERATIONS Greater precision, coordination, and velocity in Target Accounts Better coordinated platforms between sales and marketing Your or g is no dif fer ent… #ABMIgnite Your inter nal buying committee #ABMIgnite AGENDA • Objectives & Measures of Success • Shifting B2B Trends • ABM 101 • How Others Are Winning (& Losing) • Key Cross-Departmental Benefits • Business Case (ROI Calculator) • Resources Required • Q&A #ABMIgnite ABM OBJECTIVES • Accelerate velocity and market share of enterprise and Named Accounts • More precisely and efficiently coordinate sales & marketing efforts focused on key accounts • Align marketing efforts squarely behind sales and revenue targets #ABMIgnite ABM MEASURE OF SUCCESS • XXX Named Accounts won per quarter, fiscal year • XXX Net-new qualified opportunities in Named Accounts created per month / quarter • XXX Key stakeholders in Named Accounts engaged with sales #ABMIgnite You need a target account list first Before You Budget For ABM Understand where you have challenges Determine where to apply ABM budget © 2016 DEMANDBASE # 19 TOP B2B MARKETING BUDGET CATEGORIES Content Syndication/ 3rd party Networks SEM FIELD MARKETING Digital Events: Webinars Hospitality Sponsorships: Content PRODUCT MARKETING Direct Mail Sponsorships: Events Advertising WEBSITE Paid Social Events DEMAND GEN Analytics DMPs AGENCY FEES MAS/MAP Predictive CRM TECHNOLOGY / INFRASTRUCTURE © 2016 DEMANDBASE # 20 Design PR/ANALYST Testing CONTENT MARKETING WAYS TO BUDGET FOR ABM ABM Budget Directive © 2016 DEMANDBASE # 21 { Determine what areas are ready for ABM  Processes  Technologies  Program/Channels Identify a starting point Prioritize under performing areas first WAYS TO BUDGET FOR ABM Roll up under other initiatives © 2016 DEMANDBASE # 22 { What other initiatives will ABM support?  Website Redesign  Upsell/Retention Goal  Marketing Automation WAYS TO BUDGET FOR ABM Use innovation budget to test © 2016 DEMANDBASE # 23 { Find a test that will make a difference Be sure to measure for a successful test Be cautious and conscious of test time frames WAYS TO BUDGET FOR ABM Partner with departments to fund © 2016 DEMANDBASE # 24 { Sales and Marketing Alignment is a 2-way street Sales needs more than leads, they need target account insights like:    Anonymous buyer activity Product interest alerts Stalled deals visibility WAYS TO BUDGET FOR ABM Shift or Re-allocation Budgets © 2016 DEMANDBASE # 25 { Be honest about what’s working and what’s not Start with your list of budget areas to determine where you can make changes Keys to sales integration • Make sales an early partner & collaborator Keys to sales integration • Work from common objectives & definitions Keys to sales integration • Think in terms of macro and micro campaigns Keys to sales integration • Practice the OODA Loop Thank you! Matt Heinz President, Heinz Marketing @heinzmarketing matt@heinzmarketing.com [...]... can you achieve them without coordinating an account- based marketing effort? Organization requires more enterprise Cannot achieve enterprise account goals Do you have the tools and approach sales, current systems are only individual- without better tools, approach; Alignment necessary to hit 2017 enterprise sales based and not account- based; cannot of account- based efforts with sales will goals?; Can... conversion to opportunities are weakening due to lack of internal buyer consensus-building; current tools don't allow for account- centric coordination of marketing activities nor targeting of key accounts more precisely Fishing with nets won't hit the 2017 enterprise sales number alone; Prospects are responding less frequently to siloed messages; failure to engage the entire buying organization will weaken marketing. .. events on enterprise targets; an ABM approach to marketing account- centric approach? Will too tight investment can increase events impact on of a focus on individualized marketing marketing & sales goals, increase reduce your event budget, and neuter its commitment to event strategy growth in impact on enterprise sales velocity? the months ahead Sales Marketing Organizational Alignment—Pitfalls #ABMIgnite... approach to those complex reporting transparency, reduce cost of & marketing effectively? environments; cannot achieve enterprise maintenance of operations efforts marketing results without better tools to execute Account- based approach is proven to put Cannot demonstrate event's true value & Will you lose the impact of events on more value on events, especially focused contribution without account- centric... Persona CMO Marketing Stage 1 - Loosen the status quo Stage 2 - Commit to change Traditional demand generation doesn't Current tools cannot hit or support work for enterprise targets; internal enterprise marketing & sales goals for "buying" committee is too complicated for 2017; CEO requires tighter coordination individual-centric marketing campaigns; with sales to demonstrate marketing current marketing. .. individual marketing events; importance of event role is mitigated and miscommunicated with current siloed campaign structure Event Manager #ABMIgnite Cannot hit enterprise marketing targets without more precise, account- centric programs; ABM increases your alignment with sales, tie to revenue, impacts how the organization views demand generation in a positive light; ability to measure precise marketing. .. determine where you can make changes Keys to sales integration • Make sales an early partner & collaborator Keys to sales integration • Work from common objectives & definitions Keys to sales integration • Think in terms of macro and micro campaigns Keys to sales integration • Practice the OODA Loop Thank you! Matt Heinz President, Heinz Marketing @heinzmarketing matt@heinzmarketing.com ... won’t give me their target account list or work with us to build one Find somewhere to start – a sales rep, an industry team – that will work with you to prove the model An ABM strategy is going to be expensive, more than I have budget for Since ABM is an efficient strategy, you can actually acquire more of the RIGHT leads on the same budget We’re already too busy How are we going to implement an ABM strategy?... qualified opportunities in Named Accounts created per month / quarter • XXX Key stakeholders in Named Accounts engaged with sales #ABMIgnite You need a target account list first Before You Budget For ABM Understand where you have challenges Determine where to apply ABM budget © 2016 DEMANDBASE # 19 TOP B2B MARKETING BUDGET CATEGORIES Content Syndication/ 3rd party Networks SEM FIELD MARKETING Digital Events:... WAYS TO BUDGET FOR ABM Roll up under other initiatives © 2016 DEMANDBASE # 22 { What other initiatives will ABM support?  Website Redesign  Upsell/Retention Goal  Marketing Automation WAYS TO BUDGET FOR ABM Use innovation budget to test © 2016 DEMANDBASE # 23 { Find a test that will make a difference Be sure to measure for a successful test Be cautious and conscious of test time frames WAYS TO BUDGET