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A recent study of over 200 B2B marketing and sales professionals revealed that over 90 percent of B2B companies from $10Million to over $1Billion in revenue use account-based marketing & sales as a key method for targeting new businesses and upselling to current customers. • 53 percent of companies stated that they are more focused on account-centric strategies compared to a year ago. • 40 percent consider account-based marketing to be a high priority. About LeanData Inc. We’re passionate about simplifying the B2B sales process. Our lead management software is specifically built for account-based marketing and target account selling strategies. LeanData customers like Marketo, DoubleDutch, and Act-On Software are seeing increased conversion rates to Sales Qualified Leads (SQLs) and greater sales productivity.
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Executive Summary Account-Based Marketing
Research by LeanData
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Exec summary What is account-‐based marke3ng (ABM)? The set of go-‐to-‐market programs aligned with named accounts, target accounts, strategic accounts, or customers.
Survey Objec3ve To understand momentum for account-‐based markeAng and target account selling iniAaAves for B2B industry.
Key findings • ABM is becoming very popular among B2B companies and becoming a top focus. • Nearly 9 out 10 B2B companies are using ABM strategies. • Top benefit: Sales and markeAng alignment. • Top challenge: Inconsistent understanding/definiAon of ABM across departments.
About the Survey LeanData received responses from over 200 B2B companies; markeAng and sales roles; companies ranging from under $10Million to greater than $1Billion.
About LeanData, Inc. We’re passionate about simplifying the B2B sales process. Our lead management soTware is specifically built for account-‐based markeAng and target account selling strategies. LeanData customers like LiveRamp, Act-‐On SoTware, and DoubleDutch see twice as many leads converAng to Sales Qualified Leads (SQLs) and greater sales producAvity.
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Account-‐based markeAng and sales survey
Of B2B companies are u3lizing an account-‐based marke3ng and
sales strategy
53% are more focused than 1 year ago
on account-‐based marke3ng and sales
More focus Equal focus
Less focus
Consider account-‐based marke3ng a top
priority for B2B marke3ng and sales
Source: LeanData Survey October, 2014. 210 B2B Sales & MarkeAng professionals
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Many folks have been uAlizing account-‐based markeAng and sales strategies. 57% of B2B companies have leveraging ABM for at least a year.
19%, GeUng Started; Less than
6 Months
11%, 6 to 12 Months
13%, 1 to 2 Years 44%, More than 2
Years
14%, Not Using
Source: LeanData Survey October, 2014. 210 B2B Sales & MarkeAng professionals
0% 5% 10% 15% 20% 25%
Don't see much benefit for our company
Lead priori3za3on
Upsell into customers and strategic accounts
Increase lead follow up and conversion rates
Op3mizing marke3ng programs for targets
Alignment of sales and marke3ng
7%
14%
19%
21%
23%
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When it comes to top benefits for account-‐based markeAng, markeAng and sales professionals see the biggest impacts in alignment (23%), op3mizing programs (21%), and increased lead follow up and conversion rates (19%).
Source: LeanData Survey October, 2014. 210 B2B Sales & MarkeAng professionals
<1%
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The top 2 challenges businesses encounter with account-‐based markeAng are inconsistent understanding of ABM (33%) across business units and obtaining the right resources (30%) to setup, market, and maintain ABM programs.
Source: LeanData Survey October, 2014. 210 B2B Sales & MarkeAng professionals
0% 5% 10% 15% 20% 25% 30% 35%
Building target list
Measuring and tracking success
Right resources
Inconsistent understanding of ABM
13%
24%
30%
33%
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Experiences with ABM (based on years implemented)
For those doing ABM for least 2 years... • 76% of experiences were “generally good” or going “extremely well” Doing it more than 1 year… • Almost no one is reporAng that it’s the wrong strategy Doing it less than 1 year… • Key challenges: 1) Inconsistent understanding of what ABM means, (parAcularly for companies under $100Million) 2) Building & maintaining the target account list
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Experiences with ABM (by company size) If annual revenue is greater than $250M… • Upsell into exisAng accounts is the most important benefit
If annual revenue is greater than $100M.. • Highest emphasis is on opAmizing their markeAng programs for their targeted accounts
If annual revenue is less than $100M… • Sales and markeAng alignment is a top priority
If annual revenue is less than $10M… • 26% reported to be “struggling” with ABM, but believe it is the right approach
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Survey demographics
Sales, 31%
MarkeAng, 60%
Other Business Mgr, 9%
BUSINESS ROLE
< $10 Million, 24%
$10 Million to $50 Million,
38%
$51 Million to $100 Million,
13%
101 Million to $250 Million,
10%
$251 Million to $1 Billion, 7%
> $1 Billion, 8%
ANNUAL REVENUE
Source: LeanData Survey October, 2014. 210 B2B Sales & MarkeAng professionals