Selling account based marketing (ABM) internally to your organization

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 () or
bring me a business card with what you want

#ABMIgnite

ABM your self to get…..ABM?

#ABMIgnite


Keys to launching ABM
1.

Outcomes first (and always)

2.

Map the internal buying committee, build consensus

3.

Challenge the status quo

4.

Securing budget

5.

Drive deep coordination with sales

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Defining Outcomes
•

Revenue growth

•

Target account efficiency

•

Opportunity cost

•

Where is there quantifiable pain right now?

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ROI
CALCULATO
R

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© 2016 DEMANDBASE / HEINZ MARKETING | P. 6


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

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KEY BENEFITS BY DEPARTMENT

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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

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T he deeper or g char t
•

•

•

Marketing
•

CMO

•

Head of Demand Generation

•

Marketing Operations

•

Event Manager

Sales
•

VP of Sales (or CRO)

•

Sales Manager

•

Sales Operations

•

Named Account Sales Reps

Operations & Finance
•

CEO

•

Finance Director

•

IT

#ABMIgnite


Map out each discussion
Persona

CMO

Head of Demand
Generation
Marketing
Marketing Operations

Event Manager

#ABMIgnite

Stage 1
Loosen the status quo

Stage 2
Commit to change

Stage 5
Justify decision

Stage 6

Make final decision


Unique per spectives, unique messaging
Audience

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 & sales systems are too contribution to revenue in 2017; VP of
siloed - can't see and impact target
Sales needs tighter coordinated,
account momentum
operational efforts to demonstrate
enterprise sales momentum & results

Stage 5 - Justify decision
Heightens confidence in hitting 2017
enterprise sales number; increases

coordination with sales leadership &
revenue objectives; allow for more
precise marketing to achieve enterprise
deals more accurately

Lead response rates are OK but
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 contribution to closed deals

Head of Demand Generation
Complex deals make attribution and
coordinating complex deals far more
difficult; requests from sales & marketing
to coordinate efforts more precisely
require more time/resources/custom
integration than you have time or
resources for
Marketing Operations
Measuring impact of isolated events is

difficult; few enterprise deals are sourced
or closed by 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 impact on
sales/revenue increases dramatically

Stage 6 - Make final decision
What is the opportunity cost of not hitting
your enterprise sales number?; What is
the impact of not aligning enterprise sales
targets with relevant/related marketing
efforts?

What's the opportunity cost of now
hitting the organization's enterprise sales
number?; What happens if marketing
can't demonstrate direct impact on sales
pipeline and revenue?; How important

are enterprise deals to your 2017 success,
and 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 you current operations
achieve enterprise sales without a
improve operations coordination,
investments bridge the gap between sales
different 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
enterprise sales contribution without an
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

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Objection

Response

My sales team 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?

Since ABM is an efficient strategy, you can
actually decrease the number of campaigns and
tactics, but deliver more leads per action.

Are we just going to walk away from the leads
NOT on our target account list?

A certain percentage of your revenue will still
come from outside the list; you just won’t
proactively seek them out.

There will be too few leads to hit our pipeline
and revenue goals.

If executed properly, an ABM strategy
will actually deliver MORE qualified leads, and
fewer of the leads that won’t turn into business.


Getting them all in a room…

#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

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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

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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