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#B2BSMX
Demand Gen, ABM, and Its Impact on Company Goals
Rob Leavitt, Senior Vice President of Consulting, ITSMA (Moderator)Michelle Liro, VP of Demand Generation, PTC
Daniel Sims, Sr. Director of Demand Gen, RedPoint GlobalNick Wassenberg, Director of Global Marketing, Digital River
#ABM
B2B Sales and Marketing Exchange | ABM Panel | August 12, 2019 | EV190812 © 2019 ITSMA. All rights reserved. www.itsma.com 2
The incredible rise of Account-Based Marketing
Why ABM?:
1. Customer demand for relevant insight
2. Sales demand for relevant opportunities
3. Marketing demand for focus and impact
4. It works!
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
B2B Sales and Marketing Exchange | ABM Panel | August 12, 2019 | EV190812 © 2019 ITSMA. All rights reserved. www.itsma.com 3
Today’s panelists
Rob LeavittSVP, Consulting
ITSMA(Moderator)
Michelle LiroVP of Demand
GenerationPTC
Daniel SimsSr. Director of
Demand GenerationRedPoint GlobalDaniel.Sims@
redpointglobal.com
Nick WassenbergDirector of Global
MarketingDigital River
B2B Sales and Marketing Exchange | ABM Panel | August 12, 2019 | EV190812 © 2019 ITSMA. All rights reserved. www.itsma.com 4
Which accounts? ABM prioritizes targeted investment in the accounts that matter most
Number of accounts Percent of revenue
Development of new solutions,
partners, references, business models
20
200
2000
50
30
20
B2B Sales and Marketing Exchange | ABM Panel | August 12, 2019 | EV190812 © 2019 ITSMA. All rights reserved. www.itsma.com 5
Corporate alignment: How can ABM best contribute to strategic business objectives?
Accelerating revenue growth
Opening new markets
Proving innovative new solutions
Strengthening reputation and differentiation
Winning new logos
Ensuring customer success and renewals
B2B Sales and Marketing Exchange | ABM Panel | August 12, 2019 | EV190812 © 2019 ITSMA. All rights reserved. www.itsma.com 6
Working with Sales: How can ABMers build collaboration?
ABM Sales Collaboration IndexStep 1Knowing what is driving the account
Step 2Playing to the clients’ needs
Step 3Mapping and profiling stakeholders
Step 4Developing targeted value propositions
Step 5Planning integrated sales and marketing campaigns
Step 6Executing integrated sales and marketing campaigns
Step 7Measuring success
To what extent do your marketers collaborate with sales across the different steps of the ABM process?
Mean rating(N~142)
Note: The ABM Sales Collaboration Index spans all three types of ABM and is calculated using a mean rating based on a 5-point scale where 1=No collaboration with sales and 5=A great deal of collaboration with sales.Source: ITSMA and ABM Leadership Alliance, 2018 ABM Benchmark Study, October 2018
3.7
3.6
3.7
3.4
3.5
3.8
3.7
“We need strong, senior marketers who can embedthemselves within the account team.”Isla Chalmers-Tait, Director, Sales,PwC UK
B2B Sales and Marketing Exchange | ABM Panel | August 12, 2019 | EV190812 © 2019 ITSMA. All rights reserved. www.itsma.com 7
65% 22% 9% 4%36
1316
7
13
2 2 31
3 4
One Two Three Four Five Six Seven Eight Nine Ten More than ten
Connecting with time-starved buyers: What types of campaigns can really connect?Approximately how many solution providers did you research?% of respondents (N=410)
Source: ITSMA, How Executives Engage Survey, 2018
Mean # Researched 3.6 Integrated, multichannel approach
Digital ads/ content
retargeting
Email/direct mail marketing
Web personalization
Roadshows/events
Face-to-face meetings
Targeted thought leadership
B2B Sales and Marketing Exchange | ABM Panel | August 12, 2019 | EV190812 © 2019 ITSMA. All rights reserved. www.itsma.com 8
Toughest challenges? Tapping the full potential of ABM requires strategy, planning, and new ways of working
Critical ABM Factors to Address
ABM program objectives, definition, and approach
Sponsorship and funding
Account selection criteria and process
Sales and account team integration
Campaign planning and execution
Technology and tools
Business and marketing metrics
Governance and planning
Staffing and professional development
B2B Sales and Marketing Exchange | ABM Panel | August 12, 2019 | EV190812 © 2019 ITSMA. All rights reserved. www.itsma.com 9
Patience is a virtue! The ABM payoff can be quite substantial
Source: ITSMA and ABM Leadership Alliance, 2018 ABM Benchmark Study, October 2018
Greater customer success
More references and advocates
Collaborative innovation for new solutions
67%
66%
57%45%achieving more than doublethe ROI from ABM vs. other programs
77%achieving 10% or greater ROI from ABM vs. other programs
B2B Sales and Marketing Exchange | ABM Panel | August 12, 2019 | EV190812 © 2019 ITSMA. All rights reserved. www.itsma.com 10
Final thoughts: Tweetable takeaways!
#ITSMA #ABM #B2BSMX
Rob LeavittSVP, Consulting
ITSMA@RobLeavitt
Michelle LiroVP of Demand
GenerationPTC
@michelleliro
Daniel SimsSr. Director of
Demand GenerationRedPoint Global
Nick WassenbergDirector of Global
MarketingDigital River
@nick_wassenberg
#B2BSMX
Let’s continue the conversation
#ABM
Rob LeavittSVP, Consulting
Michelle LiroVP of Demand
GenerationPTC
Daniel SimsSr. Director of Demand
GenerationRedPoint Global
Nick WassenbergDirector of Global
MarketingDigital River
#B2BSMX
