Wondering why Account Based Marketing continues to be rapidly adopted? Join Engagio in this webinar with MarketingProfs featuring Jon Miller, CEO and co-founder of Engagio, for a glimpse into the current account-based attitudes and maturity of over 500 organizations across North America. We'll dive into recent market research on the current state of Account-Based Marketing and highlight what's working and what's not. You'll learn: - How you stack up against hundreds of your industry peers - Habits of organizations who are seeing a positive ROI from ABM - How to create your own path to ABM success

1. Copyright ©2019, Engagio Inc.
2019 ABM Trends Report
Original market research on the current state of Account Based
Marketing from Engagio and Salesforce Pardot
+

3. Copyright ©2019, Engagio Inc.
Nets Spears

4. Where is your company at in its ABM journey?
ABM Investments and Resources
ABM Adoption is Prevalent,
But Early
+

5. Account-Based Marketing:
A go-to-market strategy that coordinates
personalized
marketing and sales efforts
to land and expand
high-value accounts.
– @jonmiller

6. 28% of respondents said the
CMO or VP of Marketing owns ABM
Who is currently the owner of ABM
in your organization?
ABM Investments and Resources +

7. More Bookings Are Predicted from
Existing Customers in 2019
What percent of your company bookings in 2019 will
come from new business?
ABM Tactics and Details +

8. More Revenue in 2019 Will Come
from Net-New Accounts
What percent of your company bookings in 2019 will
come from new business?
ABM Tactics and Details +

9. 29% Average Marketing Budget
Dedicated to ABM in 2019
What percent of your budget will be dedicated to
ABM in 2019?
ABM Investments and Resources +

10. On Average, 40% of the Marketing Team
is Involved in ABM
What percent of your overall marketing
team is involved in ABM?
ABM Investments and Resources +

11. The top 3 places people to go learn
about ABM are webinars, blogs and
whitepapers
Where do you currently go to
learn about ABM?
ABM Tactics and Details +

12. NUMBER OF ACCOUNTS
+

13. The majority of companies either have
between 101-500 accounts, or over
1,000 target accounts
How many total target accounts
do you currently have?
ABM Tactics and Details +

14. When it comes to selecting
ABM accounts, one
size does NOT
fit all.
– @jonmiller

15. @jonmillerCopyright ©2019 Engagio Inc.
Handful (“few”) – median 14
One : One
$1M-$1B+
Strategic
Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, 2017 & 2018
• Deep dive account research
• Highly-customized programs for each account
• Median investment per account: $36,000 - $50,000
• 84% accounts are current customers, 16% new

16. @jonmillerCopyright ©2019 Engagio Inc.
Handful (“few”) – median 14
One : One
$1M-$1B+
Focused (“dozens”) – median 80
One : Few
$100K – $1M
Strategic
Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, 2017 & 2018
Scale
• Micro-clusters of ~20 accounts focused on similar issues
• Deep cluster research
• Highly-focused programs, moderate personalization
• Median investment per cluster: $55,000 ($2,750/account)
• 49% accounts are current customers, 51% new

17. @jonmillerCopyright ©2019 Engagio Inc.
Handful (“few”) – median 14
One : One
$1M-$1B+
Focused (“dozens”) – median 80
One : Few
$100K – $1M
More (“hundreds”) – median 725
One : Many
$50K – $100K
Strategic
Programmatic
Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, 2017 & 2018
Scale
• Broad programs, light personalization, more technology
• Program investment < $1,000 per account
• 72% accounts are NEW customers, 28% current

18. @jonmillerCopyright ©2019 Engagio Inc.
Handful (“few”) – median 14
One : One
$1M-$100M++
Focused (“dozens”) – median 80
One : Few
$100K – $1M
More (“hundreds”) – median 725
One : Many
$50K – $100K
Strategic
Targeted Demand Gen
Programmatic
Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, 2017 & 2018
Scale
Many (“thousands”)
Mass Marketing
<$50K

19. The majority of companies (26%) have
between 11-50 tier 1 target accounts
How many target accounts do you currently have in
“tier 1” or equivalent?
ABM Tactics and Details +

20. The majority of companies (22%) have
between 51-100 tier 2 target accounts
How many target accounts do you currently have in
“tier 2” or equivalent?
ABM Tactics and Details +

21. The majority of companies (26%) have
don’t have a “tier 3” or equivalent
How many target accounts do you currently have in
“tier 3” or equivalent?
ABM Tactics and Details +

22. The majority of companies (54%) plan in
increase the number of target accounts
in the coming year
Do you plan to increase, decrease, or keep the same
the number of target accounts in 2019?
ABM Tactics and Details +

23. ABM TACTICS
+

25. Copyright ©2019, Engagio Inc. 25
ABM is about standing out by
focusing more resources on
higher-value accounts

26. Copyright ©2019, Engagio Inc.
Three most important factors in enterprise decision:
• Knowledge and understanding of my industry
• Knowledge & understanding of my unique business issues
• Fresh ideas to advance my business
ITSMA
“75% of executives will read unsolicited
marketing materials that contain ideas that
might be relevant to their business.”75%
25%
Yes
No

27. Which areas do you plan to invest
more in 2019?
ABM Investments and Resources
Top 3 areas companies plan on
spending more on are Content,
Sales & Marketing, and Target
Account Selection
+

28. Copyright ©2019, Engagio Inc.
StrategicScaleProgrammatic
Source: ITSMA, Account Based Marketing Benchmarking Survey, March 2016
What specific tactics are most effective for ABM?
Choose up to three:
only
34%
respondents
satisfied with
Account-Based
Advertising
TOPO 2018 Account-
Based Technology
Report

29. The top 3 challenges for executing ABM
in 2018 were data quality issues, not
being able to measure ROI and lack of
alignment with sales
What were your biggest challenges for executing your
ABM in 2018?
ABM Tactics and Details +

30. @jonmillerCopyright ©2019, Engagio Inc.
ABM Requires Alignment
Old: The Hand-Off New: Orchestration
“It’s easier to work in silos. You just don’t make as much money.”
— Peter Herbert, CMO, FullStory

31. @jonmillerCopyright ©2019, Engagio Inc.
ABM Stand Ups
The Secret Weapon for ABM Alignment
31

32. @jonmillerCopyright ©2019, Engagio Inc.
ABM Stand Ups
The Secret Weapon for ABM Alignment
32
SalesLoft OutreachMarketing
Automation
LinkedIn
Ads
RollWorks Terminus
Add to
Campaign
Change
Account
Data
Create
Task
Send
Alert

33. Respondents reported that the
area for biggest improvement
is Measurement of ABM
Describe your sophistication in the following
core ABM areas on a rating scale from 1-5
ABM Tactics and Details +

34. Teams Are Best at
Alignment and
Establishing
Accounts
They’re Worst at
Measurement and
Content
Rate your sophistication in core ABM areas
ABM Tactics and Details +

35. ABM MEASUREMENT
+

36. 53% of respondents reveal they
haven’t started to measure ROI
What is your current ROI with ABM?
ABM Investments and Resources +

37. @jonmillerCopyright ©2019, Engagio Inc.
ABM Metrics Are Different
Demand Generation Account Based Marketing
Leads Accounts
Quantity Quality
Days and Weeks Months and Years
Marketing-Sourced Pipeline Everyone-Sourced Pipeline
New Business New Pipeline, Accelerate
Pipeline, and Expansion

38. Don’t count the people
you reach; reach the
people that count.
– David Ogilvy

39. @jonmillerCopyright ©2019, Engagio Inc.
Three Core Questions for ABM Analytics
• Am I creating and deepening relationships with target
accounts (engagement)?
• How are accounts moving through buying journeys to
desired outcomes (e.g. MQA, pipeline, and revenue)?
• What is the return on investment of my marketing
programs?

40. The top 3 most common ABM metrics
tracked are Pipeline Created, Revenue
Generated and Account Engagement
What ABM metrics do you track?
ABM Tactics and Details +

41. CRM is the most frequently used tool to
measure ABM
What are you currently using for the
measurement of your ABM efforts?
ABM Tactics and Details +

42. TECHNOLOGY
+

43. @jonmillerCopyright ©2019, Engagio Inc.
Technology
•ABM is a business strategy,
not a technology category
•ABM “leaders” spend 46%
more on ABM technology
than “laggards”*
*TOPO 2018 Account-Based Technology Report

44. @jonmillerCopyright ©2019, Engagio Inc.
Top Categories for
ABM:
• Account Data
• Measurement
• Contact Data
• Lead Matching
TOPO 2018 Account-Based
Technology Report

45. CRM, Marketing Automation, and
LinkedIn are the 3 most essential ABM
tools
What are the essential tools you
can’t do ABM without?
ABM Tactics and Details +

46. The overwhelming majority (82%) of the
companies in our survey are using
Salesforce for their CRM
What CRM is your company using?
ABM Tactics and Details +

47. The majority (46%) of the companies in
our survey are using Marketo for their
Marketing Automation
What Marketing Automation is your
company using?
ABM Tactics and Details +

48. @jonmillerCopyright ©2019, Engagio Inc.
Get Started Fast
• Map leads to accounts: L2A is the foundation of any ABM
initiative.
• Launch a simple, orchestrated play: TOPO recommends
combining SDR outreach with marketing “air cover” like direct
mail to generate meetings.
• Account scoring: Show the sales team which accounts are
engaging so they know where to invest their time and energy.
48
PRO TIP: Don’t wait to “perfectly” clean your database or define your Ideal Customer
Profile. Start by picking companies similar to your current best ones.

49. @jonmillerCopyright ©2019 Engagio Inc.
ENGAGIO.COM/GUIDE
Get your free copy today!
The Clear and
Complete Guide to
Account Based
Marketing

50. @jonmillerCopyright ©2019 Engagio Inc.
• ABM is a go-to-market strategy – not a technology – that
coordinates personalized marketing and sales efforts to land and
expand high-value accounts
• When it comes to ABM accounts, one size does NOT fit all
• 75% of executives will read unsolicited marketing materials that
contain ideas that might be relevant to their business.
• Top 3 challenges for executing ABM are data quality issues, not
being able to measure ROI, and lack of alignment with sales
• ABM stand-ups are your secret weapon for Sales & Marketing
alignment
• ABM measurement is about quality, not quantity; track account
journeys as a leading indicator to revenue
• Start your ABM journey by building a strong foundation of unified
account data, providing account intelligence to sales, and running
simple SDR + Marketing plays
Tweetable Takeaways
@jonmiller