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Nailing Your 2020 ABM Strategy

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Start planning today in order to nail your 2020 ABM strategy. Join us so we can turn your ABM vision into action, including actionable insights on:

- Meaningful and measurable goals and objectives
- Targeting and engagement practices that convert your high-valued accounts
- Integrating ABM strategies across key marketing functions
- How to manage data flow throughout the ever-evolving and ever-growing tech stack

Walk away with a full understanding of how to turn your ABM vision into a workable plan, set it to a timeline and hit the ground running in 2020.

Veröffentlicht in: Marketing
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Nailing Your 2020 ABM Strategy

  1. 1. NAILING ABM IN 2020 DONNA DANIS, SR. MANAGER CUSTOMER EDUCATION AND STRATEGY BONNIE THOMAS, SR. ABM STRATEGIST
  2. 2. AGENDA § WHY ABM? § ALIGNING OBJECTIVES, STRATEGIES, TACTICS AND ACTIONS § OPERATIONALIZING YOUR ABM STRATEGY § ABM ACROSS THE FUNNEL § HOW TO MEASURE ABM SUCCESS
  3. 3. WHY ABM?
  4. 4. © 2019 DEMANDBASE|SLIDE 4 WHAT IS ABM? § A highly coordinated way to market to prospects and current customers § A full-funnel approach—the technology and discipline for moving prospects through awareness, engagement, conversion and pipeline contribution § A path toward greater efficiency—a way to improve conversion rates at each funnel stage § A way to quantify marketing success by tying it to business outcomes ABM is highly focused B2B marketing
  5. 5. © 2019 DEMANDBASE|SLIDE 5 WHAT IS ABM? § A highly coordinated way to market to prospects and current customers § A full-funnel approach—the technology and discipline for moving prospects through awareness, engagement, conversion and pipeline contribution § A path toward greater efficiency—a way to improve conversion rates at each funnel stage § A way to quantify marketing success by tying it to business outcomes ABM is highly focused B2B marketing LESS WASTE
  6. 6. © 2019 DEMANDBASE|SLIDE 6 HOW ABM CREATES EFFICIENCY Can we sponsor just the events that attract our target accounts AND will give us a speaking slot? Fewer events; greater ROI Can we personalize our website to deliver relevant content and keep target accounts on our site longer? Optimize for the 15% TARGET ACCOUNT LIST EVENTS DIGITAL CAMPAIGNS How can we engage customers and speed the pathway to upsell and renewal? Expand customer relationships CUSTOMER MARKETING FIELD MARKETING Which regions contain the highest concentration of target accounts? Set the strategy; don’t be reactive
  7. 7. © 2019 DEMANDBASE|SLIDE 7 SET AN ACHIEVABLE PACE Crawl: § Used the phased approach to launch an ABM effort across 1 or 2 segments § Measure success across the full funnel – increases in awareness, engagement and conversion Walk: § Execute same approach across more segments. § Lean in on intent data – use DB intent data to segment (by journey stage, by keyword intent) § Accelerate - get better and faster at measurement and optimization. Run: § Sales and marketing are in lock step – sales uses marketing insight to prioritize outreach § Put ABM at the epicenter of marketing – focus on target accounts in field marketing, email, direct mail, etc. § Measure marketing success by business outcomes – pipeline contribution, revenue, deal size, funnel velocity
  8. 8. GOALS, STRATEGIES, TACTICS, ACTIONS
  9. 9. © 2019 DEMANDBASE|SLIDE 9 ABM GOALS ARE B2B GOALS—ONLY BETTER § Drive awareness § Drive engagement § Drive conversion § Drive pipeline opportunities § Drive revenue § Increase average deal size § Decrease time to close § Ditto § Ditto § Ditto § Ditto § Ditto § Ditto § Ditto § Do all of the above very efficiently by being laser focused on the right accounts B2B marketing ABM
  10. 10. © 2019 DEMANDBASE|SLIDE 10 REALLY GOOD ABM GOALS 1. Increase awareness with white space accounts by 15% this half 2. Increase healthcare company engagement by 25% this quarter 3. Increase MQLs by 10% quarter over quarter 4. Add 10 net new logos to pipeline this half 5. Shorten sales cycle by 20% by year end Quantified and time bound
  11. 11. © 2019 DEMANDBASE|SLIDE 11 AWARENESS GOAL, STRATEGIES, TACTICS, ACTIONS GROW AWARE NESS by 35%
  12. 12. © 2019 DEMANDBASE|SLIDE 12 AWARENESS GOAL, STRATEGIES, TACTICS, ACTIONS GROW AWARE NESS by 35% STRATEGIES ID ATTRACT
  13. 13. © 2019 DEMANDBASE|SLIDE 13 AWARENESS GOAL, STRATEGIES, TACTICS, ACTIONS GROW AWARE NESS by 35% STRATEGIES ACTIONS ID ATTRACT Build target account lists based on: • Firmographics • Partner with sales on list building • Intent-data •Mktg and sales build audience profile •Mktg adds/merges sales “named” accounts into audiences •Mktg uses intent data to build audiences and segments TACTICS
  14. 14. © 2019 DEMANDBASE|SLIDE 14 AWARENESS GOAL, STRATEGIES, TACTICS, ACTIONS GROW AWARE NESS by 35% STRATEGIES ACTIONS ID ATTRACT Launch, segmented, relevant, digital campaigns •Set campaign budgets •Develop relevant messaging and content for each segment •Develop campaign creatives •Launch campaigns for each target segment •Optimize Build target account lists based on: • Firmographics • Partner with sales on list building • Intent-data •Mktg and sales build audience profile •Mktg adds/merges sales “named” accounts into audiences •Mktg uses intent data to build audiences and segments TACTICS
  15. 15. © 2019 DEMANDBASE|SLIDE 15 DEMAND GEN GOAL, STRATEGIES, TACTICS, ACTIONS GROW PIPELINE by 10% STRATEGIES ACTIONSTACTICS
  16. 16. © 2019 DEMANDBASE|SLIDE 16 DEMAND GEN GOAL, STRATEGIES, TACTICS, ACTIONS GROW PIPELINE by 10% STRATEGIES ACTIONS ENGAGE CONVERT TACTICS
  17. 17. © 2019 DEMANDBASE|SLIDE 17 DEMAND GEN GOAL, STRATEGIES, TACTICS, ACTIONS GROW PIPELINE by 10% STRATEGIES ACTIONS ENGAGE CONVERT TACTICS •ID audiences for engagement •Deliver the right content to the right account at the right time. •Unify the customer experience across touch points •Integrate target account experiences across: Email, Field events, Industry events, Direct mail •Identify high value pages to personalize •Personalize high value pages by segment •Shorten forms •Deploy Optimization •Share campaign plan with field, comms, brand, etc.—get to programmatically align •Share campaign plan with sales
  18. 18. © 2019 DEMANDBASE|SLIDE 18 DEMAND GEN GOAL, STRATEGIES, TACTICS, ACTIONS GROW PIPELINE by 10% STRATEGIES ACTIONS ENGAGE CONVERT TACTICS •ID audiences for engagement •Deliver the right content to the right account at the right time. •Unify the customer experience across touch points •Integrate target account experiences across: Email, Field events, Industry events, Direct mail •Identify high value pages to personalize •Personalize high value pages by segment •Shorten forms •Deploy Optimization •Share campaign plan with field, comms, brand, etc.—get to programmatically align •Share campaign plan with sales Use marketing insight to trigger and prioritize sales outreach •Provide target account web engagement data to sales. •Receive sales outreach reports weekly.
  19. 19. 2020 ABM PLAN TEMPLATE
  20. 20. © 2019 DEMANDBASE|SLIDE 20 BEST PRACTICE ABM PLAN INCREASE AWARENESS STRATEGIES ACTIONS ID ATTRACT ENGAGE SALES ENABLE- MENT TRACK, MEASURE, REPORT TACTICS Build target account lists based on intent data Using intent data, segment campaigns 1. journey stage 2. keyword intent 1. Focus on segments that are already aware 2. Serve relevant, unique, timely, engaging messages and offers to each segment 1. Get into the buying process early 2. Use intent and web engagement data to prioritize sales outreach 1. Ensure messages, content and offers are right for each segment. 2. Optimize campaigns. 1. Include sales in profile building. 2. Use intent to identify best opportunities (segments). 3. Include sales named accounts in target lists. 4. Unify the entire marketing function around target accounts. 1. Personalize web experiences for each segment. 2. Share campaign plans across marketing function. 3. Share campaign plans with sales. 1. Provide intent and web engagement data to sales 2. Get sales feedback. 1. Implement ABM data management. 2. Report awareness and engagement data to sales 3. Report business outcome data to C-level. INCREASE MQLs INCREASE CONVERSION IMPROVE MEASUREMENT 1. Baseline and track key metrics across the funnel 2. Automate reporting across the funnel
  21. 21. © 2019 DEMANDBASE|SLIDE 21 ASSESS THE STATE OF YOUR CURRENT STRATEGY • “Have target account list, but it’s old” • “Need help prioritizing audiences” STATEDGOALS TRACKIDATTRACTENGAGECONVERT • “Need to develop name recognition” • “Need clear and consistent messages” • “Nurture campaigns are haphazard” • “F2F customer seminars don’t focus on key accounts” • “Have detailed case studies” • “Have vertical content” • “Need a reporting cadence and process” • “Need to tie marketing activity to pipeline” • “Need a sales enablement process”
  22. 22. © 2019 DEMANDBASE|SLIDE 22 TAKE ON STRATEGIES THAT ADDRESS YOUR NEEDS • “Need help prioritizing audiences” STATEDGOALS TRACKIDATTRACTENGAGECONVERT • “Need to develop name recognition” • “Need clear and consistent messages” • “Need a reporting cadence and process” • “Need to tie marketing activity to pipeline” • “Need a sales enablement process” • “Nurture campaigns are haphazard” • “F2F customer seminars don’t focus on key accounts” • “Have detailed case studies” • “Have vertical content” AUDIENCE STRATEGIES ENGAGEMENT STRATEGIES CONVERSION STRATEGIES MEASUREMENT & REPORTING STRATEGIES
  23. 23. © 2019 DEMANDBASE|SLIDE 23 GOALS (WHAT KEY ADVANCES DO YOU NEED TO MAKE THIS YEAR?) 1. _________________________________________________ 2. _________________________________________________ 3. _________________________________________________ 4. _________________________________________________ 5. _________________________________________________ 6. _________________________________________________ 7. _________________________________________________ 8. _________________________________________________ 9. _________________________________________________ 10. _________________________________________________
  24. 24. © 2019 DEMANDBASE|SLIDE 24 STRATEGIES AND TACTICS THAT SUPPORT GOALS 1. ________________ 2. ________________ 3. ________________ 4. ________________ STRATEGIES (Plan or Policy)GOALS (Desired Result) TACTICS (Means Used) a) _________________ b) _________________ c) _________________ d) _________________ e) _________________ f) _________________ i. _________________ ii. _________________ iii. _________________ iv. _________________ v. _________________ vi. _________________ vii. _________________
  25. 25. © 2019 DEMANDBASE|SLIDE 25 GOAL 1 _______ _______ STRATEGY 1 TACTICS 1. ________________ 2. ________________ 3. ________________ GOAL 1 _______ _______ GOAL 1 _______ _______ STRAT 2 _______ _______ STRAT 3 _______ _______ STRAT 4 _______ _______ STRAT 5 _______ _______ STRAT 6 _______ _______ STRAT 1 _______ _______ STRATEGY 2 TACTICS 1. ________________ 2. ________________ 3. ________________ STRATEGY 3 TACTICS 1. ________________ 2. ________________ 3. ________________ STRATEGY 4 TACTICS 1. ________________ 2. ________________ 3. ________________ STRATEGY 5 TACTICS 1. ________________ 2. ________________ 3. ________________ STRATEGY 6 TACTICS 1. ________________ 2. ________________ 3. ________________ STRATEGY 1 ACTIONS 1. ________________ 2. ________________ 3. ________________ 4. ________________ STRATEGY 2 ACTIONS 1. ________________ 2. ________________ 3. ________________ 4. ________________ STRATEGY 3 ACTIONS 1. ________________ 2. ________________ 3. ________________ 4. ________________ STRATEGY 4 ACTIONS 1. ________________ 2. ________________ 3. ________________ 4. ________________ STRATEGY 5 ACTIONS 1. ________________ 2. ________________ 3. ________________ 4. ________________ STRATEGY 6 ACTIONS 1. ________________ 2. ________________ 3. ________________ 4. ________________ ABM PLANNING TEMPLATE
  26. 26. ABM IN OPERATION
  27. 27. © 2019 DEMANDBASE|SLIDE 27 ABM IS AN ITERATIVE PROCESS WORKING REPORTING PROGRAM CHANGESTRATEGY NOT WORKING ANALYSIS
  28. 28. © 2019 DEMANDBASE|SLIDE 28 DEFINE AUDIENCES, GOALS, KPIS Set Goals & KPIs (attraction, engagement, conversion) Develop segmented target account list
  29. 29. © 2019 DEMANDBASE|SLIDE 29 DEFINE AUDIENCES, GOALS, KPIS Set Goals & KPIs (attraction, engagement, conversion) Develop segmented target account list SALES AND MARKETING ALIGNMENT BEST PRACTICE Marketing and Sales leaders agree on which audiences and segments to target.
  30. 30. © 2019 DEMANDBASE|SLIDE 30 ANALYZE YOUR AUDIENCE Are target accounts visiting the site? Are target accounts engaging on site? Are target accounts entering pipeline? Are target accounts closing? Develop segmented target account list Set Goals & KPIs (attraction, engagement, conversion)
  31. 31. © 2019 DEMANDBASE|SLIDE 31 SHARE WEB ENGAGEMENT DATA WITH SALES Report target account visitors to sales Report target account engagement data to sales Are target accounts visiting the site? Are target accounts engaging on site? Are target accounts entering pipeline? Are target accounts closing? Develop segmented target account list YES YES Set Goals & KPIs (attraction, engagement, conversion)
  32. 32. © 2019 DEMANDBASE|SLIDE 32 SHARE WEB ENGAGEMENT DATA WITH SALES Report target account visitors to sales Report target account engagement data to sales Are target accounts visiting the site? Are target accounts engaging on site? Are target accounts entering pipeline? Are target accounts closing? Develop segmented target account list YES YES Set Goals & KPIs (attraction, engagement, conversion) Marketing shares web engagement and intent data with sales— and sales prioritizes and tailors outreach accordingly. SALES AND MARKETING ALIGNMENT BEST PRACTICE
  33. 33. © 2019 DEMANDBASE|SLIDE 33 REPORT BUSINESS OUTCOMES TO LEADERSHIP Report target account visitors to sales Report target account engagement data to sales Report target account pipeline to management Report ABM Success Are target accounts visiting the site? Are target accounts engaging on site? Are target accounts entering pipeline? Are target accounts closing? Develop segmented target account list YES YES YES YES Set Goals & KPIs (attraction, engagement, conversion)
  34. 34. © 2019 DEMANDBASE|SLIDE 34 ABM PROGRAMS FOR DRIVING CHANGE Report target account visitors to sales Report target account engagement data to sales Report target account pipeline to management Report ABM Success Are target accounts visiting the site? Are target accounts engaging on site? Are target accounts entering pipeline? Are target accounts closing? Revise Attraction Strategy Revise Engagement Strategy Develop segmented target account list Messaging Content Optimization Personalization Forms DM Email Events Advertising PR YES YES YES YES NONO Set Goals & KPIs (attraction, engagement, conversion)
  35. 35. © 2019 DEMANDBASE|SLIDE 35 ABM PROGRAMS AND TEAMS Report target account visitors to sales Report target account engagement data to sales Report target account pipeline to management Report ABM Success Are target accounts visiting the site? Are target accounts engaging on site? Are target accounts entering pipeline? Are target accounts closing? Revise Attraction Strategy Revise Engagement Strategy Develop segmented target account list Messaging Content Optimization Personalization Forms DM Email Events Advertising PR YES YES YES YES NONO Set Goals & KPIs (attraction, engagement, conversion) Digital Marketing Integrated Marketing Field Marketing Product Marketing Solutions Marketing
  36. 36. © 2019 DEMANDBASE|SLIDE 36 ABM IS A PROCESS OF CONSTANT ITERATION Report target account visitors to sales Report target account engagement data to sales Report target account pipeline to management Report ABM Success Are target accounts visiting the site? Are target accounts engaging on site? Are target accounts entering pipeline? Are target accounts closing? Revise Attraction Strategy Revise Engagement Strategy Develop segmented target account list Messaging Content Optimization Personalization Forms DM Email Events Advertising PR Revise ABM Strategy Revise sales Strategy Right accounts? Right segments? Right sales Approach? YES YES YES YES NO NO NONO Set Goals & KPIs (attraction, engagement, conversion)
  37. 37. © 2019 DEMANDBASE|SLIDE 37 ABM ROLES AND RESPONSIBILITIES SALES & MARKETING LEADERSHIP MARKETING OPS / ANALYTICS ANALYTICS SALES & MARKETING LEADERSHIP DIGITAL MKTG CAMPAIGN OWNERS PROGRAM OWNERS FIELD MKTG
  38. 38. ABM ACROSS THE FUNNEL
  39. 39. © 2019 DEMANDBASE|SLIDE 39 RECALL THE DEFINITION OF ABM § A highly coordinated way to market to prospects and current customers § A very efficient demand generation strategy § A full-funnel approach—the technology and discipline for moving prospects through awareness, engagement, conversion and pipeline contribution § A path toward greater efficiency—a way to improve conversion rates at each funnel stage § A way to quantify marketing success by tying it to business outcomes ABM is highly focused B2B marketing
  40. 40. © 2019 DEMANDBASE|SLIDE 40 WHAT PROBLEM ARE YOU SOLVING FOR? INCREASE AWARENESS ATTRACT ENGAGE CONVERT ATTRACT ENGAGE CONVERT INCREASE ENGAGEMENT ATTRACT CONVERT INCREASE OPPORTUNTIES ENGAGE
  41. 41. © 2019 DEMANDBASE|SLIDE 41 SOLVING AN ATTRACTION PROBLEM § Reach your only your target accounts—without waste § Speak to each target with personalized, relevant messaging in ads and on landing pages § Industry messaging § Company name § Journey stage § Intent Targeted Advertising
  42. 42. © 2019 DEMANDBASE|SLIDE 42 SOLVING AN ENGAGEMENT PROBLEM § Identify and segment anonymous visitors § Deliver relevant, personalized experiences to your target accounts across the entire site. § Shorten web forms to move your audiences more quickly through the buyer’s journey. Personalization
  43. 43. © 2019 DEMANDBASE|SLIDE 43 SOLVING A CONVERSION PROBLEM § Get buy-in from sales leaders to work together. § Give sales team engagement data—target account visits, behavior onsite and off. § Give sales team account talking points and templates for outreach. § Share success stories in sales org to motivate adoption. Sales Enablement
  44. 44. ABM SUCCESS MEASUREMENT
  45. 45. © 2019 DEMANDBASE|SLIDE 45 ABM IS A FULL FUNNEL PLAY • Target Account Bounce rate • Sessions • Page views • Pages/visit • Downloads • Form fills • Target Accounts on site • Net new accounts on site • Visitors/account • Visits/account • Target Account MQLs • SALs • MQL/SAL conversion rate • Target Accounts in Pipeline • Close rates • Revenue • Average deal size • Ave Funnel Velocity ABM is a full funnel play
  46. 46. © 2019 DEMANDBASE|SLIDE 46 AWARENESS AND ENGAGEMENT METRIC WORKSHEET METRIC SOURCE OF DATA BASELINE Q1 Q2 Q3 Q4 IMPRESSIONS SERVED DEMANDBASE REACH DEMANDBASE AWARENESS ACCOUNTS ON SITE DEMANDBASE NET NEW ACCOUNTS ON SITE DEMANDBASE VISITS PER ACCOUNT DEMANDBASE VISITORS PER ACCOUNT DEMANDBASE ENGAGEMENT ACCOUNTS ENGAGED DEMANDBASE PAGE VIEWS DEMANDBASE BOUNCE RATE ANALYTICS SESSION TIME ANALYTICS PAGES PER SESSION ANALYTICS DOWNLOADS ANALYTICS, DEMANDBASE FORM FILLS ANALYTICS, DEMANDBASE
  47. 47. © 2019 DEMANDBASE|SLIDE 47 CONVERSION AND BUSINESS OUTCOMES WORKSHEET METRIC SOURCE OF DATA BASELINE Q1 Q2 Q3 Q4 CONVERSION MARKETING QUALIFIED LEADS (MQLS) CRM SALES ACCEPTED LEADS (SALS) CRM MQL / SAL CONVERSION RATE CRM OUTCOMES SAL / PIPELINE CONVERSION RATES CRM ACCOUNTS IN PIPELINE CRM, DEMANDBASE ACCOUNTS WON CRM REVENUE CRM, DEMANDBASE AVE DEAL SIZE CRM AVE FUNNEL VELOCITY CRM
  48. 48. DEMANDBASE ON DEMANDBASE
  49. 49. © 2019 DEMANDBASE|SLIDE 49 DB ON DB - DIGITAL ADVERTISING TRADITIONAL DIGITAL ADVERTISING Purchasing Digital Ads from Publishers or Public Exchanges $50K / quarter 7MM impressions BEFORE ABM METRICS $200K total spend 15% Target Accounts Engaged ACCOUNT-BASED ADVERTISING Targeting Ads to Specific Companies Across all Networks $30K / quarter 5MM impressions AFTER ABM METRICS $120K total spend 25% Target Accounts Engaged 67PERCENT 40PERCENT More EngagementLess Spend TARGET ACCOUNTS ENGAGED
  50. 50. © 2019 DEMANDBASE|SLIDE 50 DB ON DB – FIELD MARKETING ACCOUNT-BASED FIELD MARKETING Hosting events in high priority territories 9 events / year 540 regs / year 45 Opptys / year (5 / event) AFTER ABM METRICS $63K total spend $1400 Cost per Oppty FIELD MARKETING Hosting events in every territory 15 events / year @ $7K each 600 regs / year 45 Opptys / year (3 / event) BEFORE ABM METRICS $105K total spend $2333 Cost per Oppty Less Spend Increased Results Per Event FOCUSING ON REGIONS WITH HIGHEST ACCOUNT CLUSTERS 40PERCENT 60PERCENT
  51. 51. © 2019 DEMANDBASE|SLIDE 51 DB ON DB - CONTENT SYNDICATION ACCOUNT-BASED CONTENT SYNDICATION Only Target Account List & Buyer Titles $10K / quarter 1000 leads / year (250 / quarter) 8 Opptys / year (2 / quarter) AFTER ABM METRICS $40K total spend $5K Cost per Oppty TRADITIONAL CONTENT SYNDICATION Target Personas on Publisher Networks $20K / quarter 2000 leads / year (500 / quarter) 8 Opptys / year (2-3 / quarter) BEFORE ABM METRICS $80K total spend $10K Cost per Oppty 50PERCENT 50PERCENT Less Spend Increased Efficiency ACCOUNT-BASED CONTENT SYNDICATION
  52. 52. © 2019 DEMANDBASE|SLIDE 52 DB ON DB - WEBINARS ACCOUNT-BASED WEBINARS Run In-house Against your Target Account List 4 webinars (hosted in-house) 1200 names / year 20 Opptys / year (5 / webinar) AFTER ABM METRICS $20K (webinar platform) $1000 Cost per Oppty 75PERCENT 200PERCENT TRADITIONAL WEBINARS Running Webinars with External Vendors/Publishers 4 webinars / year @ $20K each 1200 names / year 10 Opptys / year (2-3 / webinar) BEFORE ABM METRICS $80K total spend $10K Cost per Oppty Less Spend Increased Results IN-HOUSE WEBINARS
  53. 53. © 2019 DEMANDBASE|SLIDE 53 1. Nailing ABM in 2020 Deck 2. ABM Planning Worksheet 3. How to Find Budget for ABM 4. 7 Key Considerations for You ABM Strategy RESOURCES
  54. 54. Q&A
  55. 55. THANK YOU

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