Accelerating ABM Impact: The Case for a Blended ABM Approach

Accelerating ABM Impact
The case for a blended ABM approach
Bev Burgess Senior Vice President & Global ABM Practice Leader, ITSMA
Jessica Fewless Vice President, ABM Strategy & Field Marketing, Demandbase
ITSMA Account-Based MarketingSM
Webinar | April 24, 2018
#OptimizingABM

2
ITSMA + Demandbase | Optimizing ABM: Moving to a Blended Approach | March 20, 2018 | EVXXXXXX © 2018 ITSMA. All rights reserved. www.itsma.com
Three approaches to ABM
Moving to a personalised,
blended strategy

ITSMA Account-Based MarketingSM Certification and Mentoring Programme | Kickoff Workshop: Day One | ABM4895 © 2018 ITSMA. All rights reserved www.itsma.com 3
All materials used in this training programme are for the specific use of the registered participants only and not to be replicated.
Poll Question 1
Where are you in your ABM journey?
1. Still researching
2. Just getting started
3. Looking to expand current
programs
4. Tried it, doesn’t work for us

ITSMA + Demandbase | Optimizing ABM: Moving to a Blended Approach | March 20, 2018 | EVXXXXXX © 2018 ITSMA. All rights reserved. www.itsma.com 4
Three approaches
toABM

ABM: Treating individual accounts as markets in their
own right
Core principles:
1. Partner with sales
2. Build reputation and
relationships, not just revenue
3. Tailor your campaigns
4. Build everything around
client insight
1:1
1:Few
1:Many One-to-many
approach
One-to-few
approach
One-to-one
approach

87
All three types are generating great success
6
of companies say
ABM delivers higher ROI
than other types of marketing
(N=55)
Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017
%
One-to-One ABM 91%
One-to-Few ABM 91%
One-to-Many ABM 76%

Real business results with ABM
Fujitsu ABM with DHL in
Europe (year one)
• Expanded footprint from UK to
six other countries in EU
• Presentations to DHL UK
Board and at 2 customer
events
• 25+ new relationships
• 2 $10m+ wins
• $100m+ in new pipeline
SAP ABM with top accounts in
North America (year one)
• Influenced $209m pipeline
• Supported $30m closed deals
• Initiated 49 new opportunities
for $27m in new pipeline
• Developed 1,200 new
business contacts
Adobe ABM with strategic
accounts (3 years)
• 20% increase in solutions per
customer
• 20% increase in customer
satisfaction
• 30% increase share of wallet
• 80% of top 20 deals (deal
size)
• 90% retention/renewal rate
• 1400% revenue growth

The benefits of ABM extend across all of marketing,
and beyond
% of respondents who agree and strongly agree with the statement (N=72)
29
32
43
26
Agree Strongly agree
The principles of ABM are
influencing the way we do
all our marketing today
ABM is playing a major role
in making our entire company
more customer centric
72%
58%

Most companies adopt just one type today
% of respondents
(N=82)
65%
23%
12%
One Type Only
Two Types
All Three Types

Poll Question 2
Which approach are you using today?
1. 1:1
2. 1:Few
3. 1:Many
4. Blended Approach

High performing ABM marketing organisations
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 marketing
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, most with a blended approach
Plan to scale ABM in
the next 12 months
N=72
71%
Will adopt a blended
approach to do so
N=51
67%

How might this look in
the context of your
wider marketing
strategy?*
*An illustrative example for marketing to the retail sector
Mass customised marketing
(All audiences)
Segment Marketing
(e.g., All retailers)
1:Many
(Named retailers)
1:Few
(Cluster of key retail
accounts with
similar issues)
1:1
(Top retail
accounts)

Questions to ask yourself
• Which type or types might be right for my
business?
• How might they fit with our wider
marketing strategy?
• How might a blended strategy support my
top marketing and business objectives?
• What strengths and successes can we
build upon to move toward a more
comprehensive ABM approach?

Moving to a
personalised,
blended strategy

Seven considerations for a blended strategy
One-to-One
ABM
One-to-Few
ABM
One-to-Many
ABM
1. Program objectives
2. Account segmentation
3. Campaign planning
4. Organisation and skills
5. Technology infrastructure
6. Budgeting for success
7. Communicating impact

Strategic objectives: How can ABM help?
Revenue growth
Opening new markets
Proving new solutions
Developing references and advocates
Changing market perceptions
Ensuring customer success
Business and marketing priorities:

Poll Question 3
Which objectives might you use ABM for in
you organisation?
1. Will only be used to help with
customer renewal and upsells
2. To win new accounts
3. Help accelerate existing pipeline
4. A mix of the above

Selecting and segmenting accounts:
Data > opinion
Account attractiveness
Relative
business
strength
How attractive are the
accounts?
• Size, growth rate, brand,
compelling event, etc.
What is our relative business
strength for the accounts?
• Track record, solution fit,
executive relationships, etc.

Campaign planning:
Balancing your spend across the marketing mix
Source: ITSMA and ABM Leadership Alliance, Optimizing Investments in Account-Based Marketing Survey, 2017
ABM Programme spend % by marketing category and ABM variant
Customised thought leadership/content
Account specific in-person
and virtual events/briefings
Account intelligence
Email marketing/newsletters/
direct marketing
Account specific technology
(e.g., microsites, apps, website personalisation)
Other events
Account-specific advertising
Other
One-to-One ABM | N=29
21
21
13
11
10
8
7
10
One-to-Few ABM | N=19
20
14
11
16
7
16
13
3
One-to-Many ABM | N=17
12
9
9
23
9
11
24
2
How is the annual ABM programme
execution budget allocated?

Success requires a diverse skillset,
and cross-organisational collaboration
Market and
account
intelligence
Account
relationships
and strategy
Tailored value
propositions
Marketing
communications
Business acumen
Leadership
Cross-organisational collaboration
ITSMA’s ABM Competency Model
ABM
Team
Marketing
Leadership
Marketing
Programs
Sales and
Account
Teams
Customer
Service
and
Success

Strengthen your technology foundations
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 personalisation
• Lead to account matching
• Predictive analytics
• ABM orchestration

Secure the budget you need to compete
$59k
20172016
$24k
How much do you spend per year on One-to-One ABM programme execution per account/cluster ? % of respondents: Strategic ABM (2017 N=24; 2016 N=23), ABM Lite (2017 N=15; 2016 N=23)
Source: ITSMA and ABM Leadership Alliance, Optimizing Investments in Account-Based Marketing Survey, 2017
One-to-one ABM—
per account
$104k
20172016
One-to-few ABM—
per cluster
$30k

Communicate impact across 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 growth
• Revenue growth
• Deal size and type
• Portfolio penetration
• Share of wallet
Program Dashboard (illustrative)

More questions to ask yourself
• Which challenges or constraints are most
important for me to address?
• What practical examples or ideas from
today are most useful?
• How do I build the business case and get
buy in?

Questions

DR CHARLES
DOYLE
RAIANNE
REISS
DOROTHEA
GOSLING
ANDY
PEDACK
ERIC
MARTIN
JULIE
JOHNSON
ANDREA
CLATWORTHY
Some final advice

Thank You!
Jessica Fewless
Vice President
ABM Strategy & Field Marketing
Demandbase
jfewless@demandbase.com
@JFewlessB2B
Linkedin.com/in/jfewless
Bev Burgess
Senior Vice President & Global ABM
Practice Leader,
ITSMA
bburgess@itsma.com
@BurgessBev
linkedin.com/in/bevburgess

Accelerating ABM Impact: The Case for a Blended ABM Approach

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