Need a cover slide - WordPress.com · need a cover slide welcome optimizing abm impact march 8, 2018 1:00 pm – 5:00 pm. san francisco, ca. mission bay conference center, 1675 owens

Need a cover slide

WELCOME

OPTIMIZING ABM IMPACTMARCH 8, 2018 1:00 PM – 5:00 PMSAN FRANCISCO, CAMISSION BAY CONFERENCE CENTER, 1675 OWENS STREET, SAN FRANCISCO

Time Session

1:00 PM Keynote - Optimizing Your Investments in ABM

2:00 PM Scaling ABM in the Digital Economy (Slides not available)

2:30 PM Closing the Loop: How Great ABM Measurement Feeds Back Into Account Selection and Planning

3:00 PM Networking Break

3:30 PM Next Level Sales and Marketing Alignment

3:50 PM Lessons From ABM Year One

4:10 PM ABM, AI and Influencer Marketing

4:30 PM ABM Experts Panel

5:00 PM Networking Reception

AGENDA

PARTNERS

+

Optimizing Your Investments in ABMRob Leavitt Senior Vice President, ITSMA

ITSMA Account-Based MarketingSM

Forum | San Francisco, CA | March 8, 2018

#OptimizingABM

ITSMA + ABM Leadership Alliance Forum | Optimizing Your Investments in ABM | March 8, 2018 | EV180308 © 2018 ITSMA. All rights reserved. www.itsma.com 5

What’s Your ABM Story?


Rising expectations

Declining trust

Innovation imperative

Three overarching challenges for B2B marketers in the connected economy

http://www.dupress.com/digitalmaturity


Engagement challenges throughout the lifecycle:Endless touchpoints and moments of truth

Web interactions

Online communities

Sales meetings

Industry events

Quarterly reviews

Procurement and billing

Executive briefings

Project kickoffs

Partner connections

PMO handoffs

NPS surveys

Demos and workshops

Online support

Email campaigns

Social connections

Team briefings

Charity events

Staff onboarding

Project sprints

Apps and microsites

Connected products and services


2013 2014 2015 2016 2017 2018

Rising to the challenge, marketers are investing seriously in building and sustaining relationships

Source: ITSMA, Services Marketing Budget Allocations and Trends 2013, 2014, 2015, 2016, 2017 and 2018 studies

65%(N=37)

Of marketing organizations are increasing their

engagement & advocacy budgets in 2018

32%

22%

42%34% 33%

% increasing engagement & advocacy spend


Account-based marketing

Reference development management

Customer success

Customer experience management

Customer satisfaction & loyalty

Executive programs

67

52

47

43

38

36

0

-3

-3

-3

-5

0

Increasing spendDecreasing spend

Account-based marketing is leading the increased investment in engagement & advocacyHow do you anticipate the components of your engagement & advocacy spend changing in FY2018?

% of respondents (N~32)

Source: ITSMA, 2018 Services Marketing Budget Allocations and Trends


The incredible rise of account-based marketing

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018


87Why ABM?

of companies implementing ABM say ABM delivers higher ROIthan other types of marketing(N=55)

Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017

%Buyer demands for relevance

Sales and marketing alignment

New tools and technologies

It works!


84% 74% 69%

A majority of ABMers report improvement in the Three R’s of strategic marketing% reporting improvement from ABM

Revenue(Annual revenue

per account)

N~49Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017

Reputation(Brand perception, awareness, and

knowledge)

Relationships(Number of relationships

across accounts)


What kind of ABM?


Understanding the three types of ABM today: Similarities and differences

One-to-One ABM

One-to-FewABM

One-to-ManyABM

5−50 Accounts

• Focus on existing key accounts• Customized for each account• Engagement and relationship-focused

Clusters of 5−15

accounts each

• Focus on new and existing key accounts with similar issues

• Customized with some personalization• Engagement and lead-focused

100s of accounts

• Focus on relevant new accounts• Targeted with light personalization• Lead-focused



Most ABM-ers are still early in their journey

How long have you had an ABM program?% of respondents


24

34

22 20

3936

18

6

48

35

710

Less than 1 year 1 to 2 years 3 to 5 years More than 5 years

One-to-One (N=41) One-to-Few (N=33) One-to-Many (N=29)


Some companies are moving to a blended approach but most are implementing just one type% of respondents (N=82)


65%

23%

12%

One Type Only

Two Types

All Three Types


Developing campaign assets that are mass customizable to allow scale

Personalizing and tailoring our marketing to the key contacts at each account

Educating people (sales and field marketing) on what ABM is and how it is done

Getting adequate budget to support programs and resources

Justifying the program costs/proving ROI

Selecting and implementing technology to enhance and scale the program

42%

40%

35%

28%

28%

25%

Common challenges include developing the right assets, tailoring approaches, and educating the organizationWhat are the top three challenges you face in your ABM programs?

% of respondents (N=72)

Note: Up to three responses allowed.Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017


High performing ABM marketing organizations are more likely to follow a blended approach

Note: Differences are statistically significant.High performing organizations are those that are seeing ABM deliver significantly higher ROI than for other types of marketingSource: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017

37%

42%

21%

73%

17%

10%

One Type Only

Two Types

All Three Types

High Performers (N=19)(Significantly higher ABM ROI)

Average Performers (N=63)(Somewhat higher, same,or lower ABM ROI)

% of respondents


Looking ahead, a majority of ABM-ers plan to scale their programs, often with a blended approach

Plan to scale ABM in the next 12 monthsN=72

71%Will adopt a blended approach to do soN=51

67%



Optimizing Impact with a Blended Strategy


Seven considerations for a blended strategy

One-to-One ABM

One-to-FewABM

One-to-ManyABM

1. Strategic alignment

2. Account segmentation

3. Research and development

4. Campaign planning

5. Tools and technology

6. Organization and skills

7. Metrics and KPI’s


Strategic alignment: How can ABM help?

Revenue growth

Opening new marketsProving new solutions

Developing references and advocates

Changing market perceptionsEnsuring customer success

Business and marketing priorities:


Account segmentation: Top tier accounts essential for growth, innovation, and references

Number of accountsPercent of revenue

Development of new solutions,

partners, references, business models

20

200

2000

50

30

20


Selecting and segmenting Accounts: Data > opinion

Account attractiveness

Relative business strength

How attractive are the accounts?• Size, growth rate, industry,

brand, etc.

What is our relative business strength for the accounts?• Sales commitment, marketing

capabilities, solution fit, etc.


Implementing ABM: Prioritize your R&D!

1Knowing what is driving the account

2Playing to the clients’ needs

3Mapping and profiling stakeholders

4Developing targeted value propositions

5Planning integrated sales and marketing campaigns

6Executing integrated sales and marketing campaigns

7Evaluating results and updating plans

Selecting the right accounts


Campaign planning: Multichannel is essential

One-to-One ABM

• Account-specific (bespoke) thought leadership

• Innovation days• Executive engagement plans• One-on-one, face-to-face meetings

One-to-FewABM

One-to-ManyABM

• Email marketing• Account-specific (bespoke)

thought leadership• Roadshows/events

• Email marketing• Reverse IP/targeted digital ads/

content/retargeting• Roadshows/events

Individualized Customized Segmented and Personalized

Source: ITSMA and ABM Leadership Alliance, Optimizing Investments in Account-Based Marketing Survey, 2017

Top tactics for the three types of ABM


Technology can help, but strengthen the foundation before adding special tools

• Foundational tech for ABM• CRM• Marketing automation• Market and account insight• Digital advertising and retargeting

• Value-add tech for ABM (selected)• Website personalization• Lead to account matching• Predictive analytics• ABM orchestration


Success requires a diverse skillset, and cross-organizational collaboration

Market and account intelligence

Account relationships and strategy

Tailored value propositions

Marketing communications

Business acumen

Leadership

Cross-organizational collaboration

ITSMA’s ABM Competency Model

ABM Team

Marketing Leadership

Marketing Programs

Sales and Account Teams

Customer Service

and Success


Measuring business impact: Don’t forget the three R’s

Reputation Relationships Revenue• Sales satisfaction• Customer satisfaction• Brand perception• References

and advocates

• Account coverage• Account engagement• Relationship strength• Solution innovation

• Pipeline acceleration• Revenue growth• Deal size and type• Portfolio penetration• Share of wallet

Program Dashboard (illustrative)


Questions for today!

• What type or types of ABM make the most sense for us now?

• How might a blended strategy support my top marketing and business objectives?

• Which challenges or constraints are most important to address?

• What practical examples or ideas from today are most useful?


Thank You!Rob LeavittSenior Vice [email protected]@RobLeavittLinkedin.com/in/rleavitt

Slides Not Available

Scaling ABM in the Digital Economy

©2018 Western Digital Corporation or its affiliates. All rights reserved. Confidential. 3/9/2018 3333

Closing the Loop

How data is essential for successful account selection and planning


Why ABM? Why Now?

Need to work smarter, not harder

Better optimization of resources, people, and program spend

Need higher ASPsRevenue targets growing significantly year-over-year


MEASURING SALES ENGAGEMENT

MEASURING MARKETING ENGAGEMENT

Tools Have Changed the Marketing Game

DATA

FirmographicRaw Contact Data

INSIGHT

TechnographicData

INTENT

Buy Signals

MARKETING TOOLS

SALES TOOLS

INFRASTRUCTURE

DISPLAY ADS

DIRECT MAIL

1:MANY EMAIL

PAID SOCIAL

WEB PERSONALIZATION

IN-PERSON EVENTS

1:1 EMAIL

PHONE/ DIALER

SOCIAL SELLING

©2018 Western Digital Corporation or its affiliates. All rights reserved. Confidential. 3/9/2018 363/9/2018©2018 Western Digital Corporation or its affiliates. All rights reserved. Confidential. 36

Who Should WeTarget?Account Selection


Focus on Our Sweet Spot

LARGEENTERPRISE

~13,000 ACCOUNTS!!


That’s Too Many for ABM!


Account Selection Needs Focus

THE REST – P3(~13,000 Minus P1 & P2)

NAMED ACCOUNTS – P1(5 Per Region)

NAMED ACCOUNTS - P2(25 Per AE)

~13,000 ACCOUNTS


Which Accounts Match Our Ideal Customer Profile?


Insights Help Selection & Prioritization

Target Accounts

Firmographic Data

Technographic Data

Intent / Buy Signals

Marketing Engagement

Sales Engagement


Understanding account size, vertical industry, etc.

Firmographic Data

Firmographic Data


Who are the relevant contacts within target accounts?

People Mapping

ContactData


• What technologies they are currently using?– Enterprise applications– Complementary technologies– Competitors currently installed

• How you can use this data:– Run sales plays– Deliver relevant content– Personalize your message

Technographic Data

Insights into Their IT Environment


Prioritize accounts by relevant activity of real buying teams

Are They Looking to Buy?

Intent / BuySignals


• Predictive Engagement Score (PES)– Each targeted account has been given a score of A, B, C, or D– Calculated by how engaged the account is with our marketing efforts

• Many data points go into algorithm to calculate PES, including:– # of webpage views– # of touch points– Recency of engagement– # of contacts in the account

Is Marketing Making an Impact?Marketing

Engagement


• Measure outbound/inbound electronic communications between account contacts and sales

Is Sales Making an Impact?Sales

Engagement

Emails Sent Back and Forth Meetings Booked and Held


Target Accounts

Firmographic Data

Technographic Data

Intent Signals

Marketing Engagement

Sales Engagement


Priority Number of Accounts

Target AccountsPriority #1 (P1)

5 Accounts Per REGION25 Accounts Total

(US/EMEA)

Target AccountsPriority #2 (P2)

25 Accounts Per SALES TEAM600 - 850

The Rest Priority #3 (P3)

All Rest of 13,000 in ENTERPRISEBalance of Accounts

Final Number of Accounts


ExecutingABM Programs


Broad-Based Marketing(P3… AKA The Rest)

Targeted Accounts(P2)

Targeted Accounts(P1)

Tiering Marketing Efforts Based on Prioritization

Broad-Based MarketingPrograms

Semi-Customized Programs

$$ on Program Spend

Highly Customized Programs

$$$ on Program Spend




TrackingABM Progress


Coverage Awareness Engagement Impact

Sales • Growth of new contacts added to target accounts

• Opening Emails • Connecting via phone

• # of emails sent/received

• # of meetings set/held

• # of opportunities• # of closed/won

Marketing • Growth of new contacts added to target accounts

• Ad impressions• Webpage views• Opening emails

• Number of touches• Frequency of touches

• Quality of touches

• Which marketing activities led to an open opportunity?

• Which marketing activities led to closed/won?

ABM Metrics


Lessons Learned


Lessons Learned

• Get to Know Your Targeted Accounts• Gain insights into what technology are they using today• Get buy signals to see if there’s an imminent storage project• Are they currently engaged with Tegile?

– Marketing

– Sales

• Nurture the relationship

Data is essential for a successful ABM program


Thank You!

PARTNERS

Next Level Sales & Marketing Alignment

Chris Souza, Director, Demand Gen@chrissouzab2b

Let’s ‘bout Sales and Marketing Alignment

‘S to Next Level Alignment

Target Account Intelligence

Sales Development Feedback Loop

#Trustfallsorfails

More than swapping “leads” for “accounts”

Trust in the target account process

Confidence in data feeding target accounts

The alignment must haves

Tactics for aligning on data

1. Make everything shareable (nothing is worse than the black box)

1. Utilize common datasets

1. Focus on the value of simplicity and scalable data

1. Set realistic expectations - data platforms always seem to be playing from behind

1. Slow down - trust takes time to build but seconds to lose

Swiping right on Sales Dev

Human Touchpoint Account-Based Collaboration

Creativity

Pros Cons

● Opens more career pathways● Higher accountability for

automation and operations● Deeper insights and contributions

into sales processes and behaviors● Direct line to every sales rep● Piloting new programs and/or tech● Hitting quotas

● Deeper insights and contributions into sales processes and behaviors

● Changing perception of “Sales Dev” as “Marketing”

● Plugging feedback in to all functions of marketing

● Balancing ideal state with reality

What it’s like when you ask sales for feedback...

Sales Anecdotes

Set a cadence and bring on the pain!

Visualization

Dashboards, reports, diagrams and more dashboards

Focused Marketing Analytics/Resources

Channels, programs, events, marketing attribution, efficiency, etc

Mutually Agreed Upon Metrics

Eliminate subjective with agreed metrics - pipeline coverage, account health, etc

The (practical) Feedback Loop

Top 4 Learnings

• Empower the Sales Development team

• Sales has to be as ready for ABM as marketing does

• Stick with it - ABM and alignment take time

• ABM is an exercise in efficiency

Paid Media Marketer

Sr. Director of Global Campaigns

We’re Hiring!

Year 1: Snowflake ABMLessons in Insane Sales Alignment

Daniel DayDirector, Account Based MarketingSnowflake

What We Do

HOW DO WE MOVE ABM FROM A BUZZWORD TO DRIVING REAL

BUSINESS VALUE?

ABM Marketers need to deliver value

● Sales leadership makes decisive move to account based selling

● Top 100 Program

● Responsible for driving engagement in over 2500 key accounts

The Switch to an Account Based Sales Organization

One-to-one account targeting

Specific messaging

Tailored content

Predicated on driving engagement

Pertinent and timely CTAs

ABM: THE SNOWFLAKE WAY

Account Intelligence as an ABM “Gateway”

Rich, insightful, marketing engagement data

Meaningful intent data about content consumed in the marketplace

Model fit data to help differentiate accounts in the database

“Insightful account intent, married together with marketing engagement data, makes where to focus clear”

Detailed Account Intent

Marketing Engagement Deep Dive

● Clear understanding of what constitutes marketing engagement

○ Don’t “game” the system, true value is in clear, consistent measurement

● Delivering value to sales and business development alignment

○ A clear idea of which accounts need most urgent follow-up

○ Where additional personalization resources may have the biggest impact

“Insightful account intent, married together with marketing engagement data, makes where to focus clear”

Specific, Actionable Account Engagement

Land and Expand Model - ABM Style

● Find a sales champion!○ When starting any ABM program,

resources can be limited○ Give your resources to those that are

passionate supporters!

● Offer your support!○ Agree on a set of metrics that works for

everyone; engagement & coverage○ Marketing metrics are for measuring the

effectiveness of your programs

Daniel DayDirector, Account Based Marketing

@danielgday

Daniel G. Day

ABM, AI, AND INFLUENCER MARKETING

T R A A C K R

Kirk Crenshaw | CMO | [email protected], @kirkcren

The New Stack

84

ABOUTTRAACKR

C O M P A N Y

T r a a c k r b u i l d s I R M t e c h n o l o g y t h a t e n a b l e s b r a n d s t o

e f f e c t i v e l y m a n a g e , m e a s u r e a n d s c a l e i n f l u e n c e r

s t r a t e g i e s , w h i l e m a i n t a i n i n g a u t h e n t i c i t y . T h i s g i v e s

C M O s a n d t h e i r t e a m s t h e a b i l i t y t o a l i g n i n f l u e n c e r s

a l o n g t h e c u s t o m e r j o u r n e y , i m p a c t i n g b u y i n g

d e c i s i o n s a t e a c h m o m e n t - o f - t r u t h w i t h t r u s t w o r t h y

t o u c h p o i n t s .

T r a a c k r ’ s S a a S p l a t f o r m p o w e r s l e a d i n g i n f l u e n c e r

p r o g r a m s f o r B 2 B a n d B 2 C g l o b a l e n t e r p r i s e s s u c h a s

L ' O r é a l , T h e C o c a C o l a C o m p a n y , S a m s u n g , M i c r o s o f t ,

I n t e l , S A P , O r a n g e , U S A A , M e r c k , R o c h e a n d C a p i t a l

O n e .

w w w . t r a a c k r . c o m

85

Back Story – Why the Move to an AI + ABM + IM Strategy?

F R O M T R A N S A C T I O N A L T O T R A N S F O R M A T I V E

• No more transactional SMB deals• Started land and expand in global enterprises• Larger deal sizes, longer sales cycles • More people involved in decision process

S H I F T T O E N T E R P R I S E

• Efficiency and effectiveness important

C O M P A N Y B O O T S T R A P P E D W I T H T I G H T B U D G E T S

• Focus and alignment needed

R E L A T I V E L Y S M A L L S A L E S A N D M A R K E T I N G T E A M S

F O R T U N E 2 , 0 0 0 T A R G E T S

• Empathetic, Focused, Remarkable, Symbiotic, Data-Driven

A L I G N E D W I T H V A L U E S

NEWCUSTOMER

RENEWALS

EXPANSION

Paid

Social

PR

SEO

Influencer Marketing

CRM / Automation

AI / Data

ABM Plays / Metrics

Web / Analytics

Education / Community

Comm / Content

Collaboration

Video

88

How Does This Work?T H E N E W S T A C K

• Litmus test for vertical selection• Predictive account targeting• Contact buildout• Fit scoring

A I + D a t a

• Play coordination• ABM Metrics• Engagement visibility

I n f l u e n c e r M a r k e t i n g

• Air cover for targeted activities• Affirmation and trust

A B M P l a y s• System of Record• Targeted nurturing

C R M / A u t o m a t i o n

5-50 accounts (“tens”)High Potential / Key Verticals

5-50 accounts (“tens”)High Visibility / Key Verticals

50-1,000 accounts (“hundreds”)Key Verticals

Style 1aLighthouse

1,000+ accounts (“thousands”)Key Verticals / Peripheral

Style 1bStrategic

Style 2Scale

Style 3Programmatic

Account Hierarchies and SLAsT H E N E W S T A C K

90



A I + D a t a






Activat ing Targeted Inf luenceT H E N E W S T A C K

92



A I + D a t a






Execute Targeted PlaysT H E N E W S T A C K

94



A I + D a t a






Measure, Manage, NurtureT H E N E W S T A C K

96

OutcomesA L I G N M E N T , G R O W T H , R E T E N T I O N , E X P A N S I O N

• Everyone is marching in the same direction

A L I G N M E N T

• All decision makers are brought into the conversation

A V E R A G E D E A L S I Z E D O U B L E D

• Improved solution visibility and reinforced value

I M P R O V E D C H U R N R A T E

• Drove expanded demand into new departments

U N C O V E R E D N E W E X P A N S I O N O P P O R T U N I T E S

• Improved pipeline and deal visibility

I M P R O V E D P R E D I C T A B I L I T Y

97

TakeawaysW H A T D I D W E L E A R N ?

• Focus on the prospect and their pain• Educate and assist

P R O V I D E V A L U E I N Y O U R I N T E R A C T I O N S

• Build off of previous success

S T A R T I N A F A M I L I A R P L A C E

• Weekly planning / review meetings• Reduce “fear of the new”

S P E N D A L O T O F T I M E W I T H S A L E S

• Volume metrics go out the window• Engagement, coverage, and account level metrics take over

G E T C O M F O R T A B L E W I T H N E W M E T R I C S

• 3rd party validation is a significant competitive advantage

I N F L U E N C E R S M A K E A D I F F E R E N C E

Get in TouchKirk Crenshaw

CMO

Traackr

2 4 4 C A L I F O R N I A S T .S A N F R A N C I S C O , C A

@ k i r k c r e n k c r e n s h a w @ t r a a c k r . c o m w w w . t r a a c k r . c o m

T H A N K Y O U

OUR PANEL

THANK YOU

Documents

Need a cover slide - WordPress.com · need a cover slide welcome optimizing abm impact march 8, 2018 1:00 pm – 5:00 pm. san francisco, ca. mission bay conference center, 1675 owens