Drawing on their experience from hundreds of Account Based Marketing (ABM) implementations, experts Bev Burgess and Kathy Macchi will provide you with an insider's view of the strategic decisions and implementation techniques employed at industry leading companies like Microsoft, IBM, SAP and more. You’ll hear real-world case studies and personal stories and learn: –How to implement an ABM strategy to build your reputation and strengthen relationships –How to grow revenues across all the accounts that matter to you –Which best practices will provide the greatest impact on your business, including key components of a best-in-class blended approach Download Engagio's Clear and Complete Guide to Account Based Marketing at Engagio.com/guide Learn more about Engagio at Engagio.com Twitter.com/Engagio Linkedin.com/Company/Engagio Facebook.com/Engagio

1. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 1

2. &
What Does Best-in-Class
ABM Look Like?
Bev Burgess Senior Vice President & ABM Practice Lead, ITSMA
Kathy Macchi VP, Consulting Services, Inverta
Engagio Webinar | January 25, 2018

3. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 3
Your questions
1. How much ABM should I be doing?
2. Where does ABM fit in my go to market plan?
3. What type of ABM will work best for me?
4. How do I get started?
5. What can I learn from ABM leaders?

4. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 4
It is my view that ABM
is on the threshold of
revolutionising
the marketing domain.
Professor Malcolm McDonald

5. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 5
How muchABM?

6. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 6
Account-Based Marketing (ABM)
Digital and social media marketing
Lead generation, management, and nurturing
Brand/reputation management/differentiation
Sales and marketing alignment
Marketing performance management
Influencer marketing
Integrating marketing programs and messaging
Thought leadership development and dissemination
Marketing technology and automation systems
Customer experience management/engagement programs
Sales force enablement and tools
Solutions marketing
As you look ahead
to 2018, which of
the following would
you say are your
top five marketing
priorities?
% of
respondents
(N=43)
In 2018, ABM is a top marketing priority
44
44
44
42
42
37
30
30
26
21
19
14
14
Note: Up to five
responses allowed.
Source: ITSMA, 2018
Services Marketing
Budget Allocations and
Trends

7. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 7
Investment in ABM is increasing rapidly…
Source: ITSMA, 2018 Services Marketing Budget Allocations and Trends
20%
28%
Mean % of
marketing budget
spent on ABM
2017 2018

8. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 8
…because good ABM drives real business results
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

9. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 9
Where doesABM fit?

10. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 10
Understanding ABM
in the context of your
wider marketing
strategy*
Mass-customized marketing
(All audiences)
Segment Marketing
(e.g., All retailers)
One-to-Many ABM
(Named retailers)
One-to-Few ABM
(Cluster of key retail
accounts with
similar issues)
One-to-One
ABM
(Top retail
accounts)
*An illustrative examplefor marketingto the retail sector

11. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 11
ABM and Demand Generation:
Oil and Water or Peanut Butter and Chocolate?
Questions
Where do you expect to get your
revenue?
Can you create segments that you can
reach, differentiate, attract and serve that
are also large or profitable enough?
Will your organization provide the level of
staffing and funding to support the level of
technology and/or customization required
for these strategies?

12. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 12
Target
account list?
Percent from
existing or
net-new?
Product mix?
Where does your organization expect
to get its revenue?

13. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 13
Segmentation musts
Size, purchasing power, profiles of segments can be measured
Segments must be effectively reached and served
Segments must be large or profitable enough to serve
Segments must respond differently to different
marketing mix elements & actions
Must be able to attract and serve the segments
Measurable
Accessible
Substantial
Differential
Actionable

14. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 14
Staffing and Funding
ABM Requirements
• Focused collaborative approach between sales and marketing
• Organization
• Target account list
• Planning and meeting cadence
• Not a part-time job
• Marketing resources
• Sales organization
• Shared metrics and ability to track at the account level
• Research / insights for each segment / account
• Ability to execute at the level of customization required
• Resources
• Funding

15. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 15
What type ofABM?

16. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 16
Three distinct types of ABM have emerged
Strategic
ABM
ABM
Lite
Programmatic
ABM
Which of the following most closely describes the types of ABM you have implemented?
54%
One-to-One ABM
Marketer works with account team to develop
and implement highly customized programs for
individual accounts
51%
One-to-Few ABM
Marketer works with specific sales teams to
focus on a small group or cluster of accounts
with similar business imperatives
43%
One-to-Many ABM
Marketers use technology to target accounts,
market to individuals within the accounts, and
track results by account
Note: Multiple responses allowed. % of respondents (N=82)
Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017

17. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 17
The top marketing tactics are a mix of online / offline
One-to-One
ABM
•Account-specific (bespoke)
thought leadership
•Innovation days
•Executive engagement plans
•One-on-one, face-to-face
meetings
One-to-Few
ABM
One-to-Many
ABM
•Email marketing
•Account-specific (bespoke)
thought leadership
•Roadshows/events
•Email marketing
•Reverse IP/targeted digital ads/
content/retargeting
•Roadshows/events
Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017

18. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 18
65% One Type Only
23% Two Types
12% All Three Types
Most companies are using one ABM approach,
but a blended approach is on the rise
% of respondents
(N=82)
12
5
5
13
21
21
23One-to-One ABM only
One-to-Few only
One-to-Many ABM only
One-to-One ABM and One-to-Few ABM
One-to-One ABM and One-to-Many ABM
One-to-Few ABM and One-to-Many ABM
All three types of ABM
Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017

19. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 19
How do I get started?

20. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 20
ABM Activities
Organizational
Alignment
Target Account
List
Development
and Validation
Research and
Insights
Gathering
Segmentation
and Messaging
Theme
Development
Creation of
“The Plays”
(Sales and
Marketing
Motions)
Benchmarking
and
Measurement

21. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 21
DR CHARLES
DOYLE
RAIANNE
REISS
DOROTHEA
GOSLING
ANDY
PEDACK
ERIC
MARTIN
JULIE
JOHNSON
ANDREA
CLATWORTHY
Top tips

22. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 22
DR CHARLES
DOYLE
RAIANNE
REISS
DOROTHEA
GOSLING
ANDY
PEDACK
ERIC
MARTIN
JULIE
JOHNSON
ANDREA
CLATWORTHY
Top tips from Best-in-Class

23. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 23
ANDY
PEDACK
Check your mandate

24. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 24
RAIANNE
REISS
Get on the front line

25. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 25
DR CHARLES
DOYLE
Occupy the high ground

26. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 26
ANDREA
CLATWORTHY
Choose accounts carefully

27. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 27
DOROTHEA
GOSLING
Put client insight first

28. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 28
JULIE
JOHNSON
Focus on mutual value

29. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 29
ERIC
MARTIN
Build tools and templates

30. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 30
DR CHARLES
DOYLE
RAIANNE
REISS
DOROTHEA
GOSLING
ANDY
PEDACK
ERIC
MARTIN
JULIE
JOHNSON
ANDREA
CLATWORTHY

31. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 31
What can I learn from
ABM leaders?

32. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 32
Collaborating to innovate:
Fujitsu and DHL
• Position Fujitsu as fresh thinker with “Supply Chain of Things”
• Broaden and deepen relationships for market expansion
• Drive collaborative innovation with core IoT capabilities
Positioning video Capabilities pack Case reference Thought leadership video

33. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 33
ABM Lite
Targeting a cluster of accounts
1. Identify all accounts
2. Build “clusters” of accounts including account
context (insights, account team discussions)
3. From cluster define set of key messages with
core assets
4. Build out ABM toolkit for each account within
the cluster with c. 10%-15% personalization
per account
5. Execute through the SAP account team
Insights
and
strategy
Toolkit guide
Digital interactive
drive through
Poster Infographic

34. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 34
Account-based personalization by industry
Results:
+200%
increase in
whitepaper
downloads!

35. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 35
The Future?
Blended ABM
Strategy?

36. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 36
Questions

37. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 37
Thank you
Bev Burgess
Senior Vice President &
ABM Practice Lead
ITSMA
bburgesss@itsma.com
+44 (0) 7775 765722
@BurgessBev
Kathy Macchi
VP, Consulting Services
Inverta
kathy.macchi@inverta.com
+1 512 454 2423

38. What Does Best-in-Class ABM Look Like? | Webcast 25th January 2018 | PN5935 © 2018 ITSMA & Inverta. All rights reserved. www.itsma.com 38