How to Launch a Successful #ABM Pilot, #CRMEvolution
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The ABM session Scratch presented at CRMEvolution 2017. New industry research on the state of ABM, biggest areas of ABM investment, coupled with practical tips on ABM + ABSD strategy, roadmap and supporting tech tools
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How to Launch a Successful #ABM Pilot, #CRMEvolution
- 1. 1 Kick-Starting Your Account-Based Funnel Management April 24, 2017
- 2. A Bit About Me 2 Deep expertise in B2B technology marketing: • SaaS, DevOps • Security • Data Center, Cloud, Industrial Automation, IoT/IIoT • Telecommunications • Mobility Lora Kratchounova Principal, Scratch Marketing + Media @ScratchMM lora@scratchmm.com
- 4. Let’s Poll The Audience • How many marketing leaders in the room? • How many sales leaders? • How many would consider yourselves ABM pros? • How many ABM novices? • How many of you need to sell more? • How many can report on joint pipeline? • How much of your pipeline is sourced by marketing – more than 25%? Less than 25%? Don’t know? 4
- 5. 7 Account-Based is the New Black marketing activity according to 85% of marketers better YOY metrics for users of advanced predictive analytics revenue lift reported by 19% of companies using ABM after first year >30%51% #1 ROI
- 6. 8 The buying committee is expanding: • More stakeholders • More job functions • More interests Why Account-Based?
- 7. Fishing with “Nets” Fishing with “Spears” Source: #FlipMyFunnel Flip the Funnel 9 Purchase Consideration Interest Awareness Advocate Engage Expand Identify Traditional Funnel Flipped Funnel
- 8. 37% 31% 17% 16% 0% 5% 10% 15% 20% 25% 30% 35% 40% Yes No Not yet, but we're in the process of launching No, but we're considering for 2017 Does your company have an account-based marketing (ABM) program in place? State of Account-Based New B2B Industry Survey: The State of ABM 11 #ABFM #ABM @ScratchMM
- 9. 74% 26% 0% 20% 40% 60% 80% Yes No Are you planning to invest in ABM in 2017? 67% 33% 0% 20% 40% 60% 80% Yes No Compared to 2016, is your ABM budget increasing? 14 ABM is ON in 2017 #ABFM #ABM @ScratchMM
- 10. 43% 27% 15% 15% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Marketing Sales C-level Other Where has the impetus for an ABM strategy come from? Marketing Driving ABM Adoption 12 #ABFM #ABM @ScratchMM
- 11. 57% 68% 35% 38% 30% 33% 27% 49% 42% 46% 10% 5% 17% 20% 24% 0% 10% 20% 30% 40% 50% 60% 70% 80% Sales Marketing Finance Operations IT How would you describe the interest in ABM within your company? Already on board with ABM Would be open to ABM with some convincing Unlikely to embrace ABM 13 Marketing + Sales Need to Convince the Rest #ABFM #ABM @ScratchMM
- 12. 15 64% 27% 9% 0% 10% 20% 30% 40% 50% 60% 70% Less than $100,000 $100,000 - $500,000 $500,001+ How much are you going to allocate to ABM budget-wise? Most Cautious About Their ABM Investment #ABFM #ABM @ScratchMM
- 13. 16 67% 69% 58% 53% 9% 16% 24% 11% 24% 16% 18% 36% 0% 10% 20% 30% 40% 50% 60% 70% 80% Data augmentation Content development ABM in-market campaigns ABM analytics How are you planning to allocate your ABM budget for 2017? Less than $50K More than $50K Not spending Investment Skewed Toward Initial Roll-Out #ABFM #ABM @ScratchMM
- 14. 17 11% 67% 22% 13% 73% 13% 0% 10% 20% 30% 40% 50% 60% 70% 80% Novice Working on it Pro How would you rate yourself and your company? Your ABM knowledge Most Rate Themselves as ABM WIPs Your company’s ability to implement ABM The art of the AB start is still elusive #ABFM #ABM @ScratchMM
- 15. 18 Top Challenges: Scalable AB Process #ABFM #ABM @ScratchMM 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Account selection: Segmenting your existing list Measurement of ABM program effectiveness Engagement approach: Determining the optimal channel mix Determining the best ABM tool Engagement approach: Determining the optimal content Getting on-going intelligence on accounts and key decision makers… Sales and marketing alignment Account selection: Selecting net new accounts to go after Delivering personalized experiences for each account What do you see as your organization’s biggest challenges in launching an ABM program? 46% 40% 38% 33% 27% 25% Personalized Content and Account Selection = Top 2 Challenges
- 16. Personalized Content + On-Going Intelligence on Accounts + the Best ABM Toolset = Top 3 Areas for Outside Help 0% 10% 20% 30% 40% 50% 46% 44% 42% 40% 40% 35% 25% 15% 15% Planning + delivering a personalized experience for each account Getting on-going intelligence on accounts + key decision makers while campaigns are in flight Determining the best ABM toolset for your organization Engagement approach: Determining the optimal content to reach your key accounts Measurement of ABM program effectiveness Engagement approach: Determining the channel mix to reach your key accounts Account selection: Selecting net new accounts to go after Sales + marketing alignment Account selection: Segmenting your existing list In what areas of ABM would you most likely seek outside consulting help in 2017? ABFM Help #ABFM #ABM @ScratchMM
- 17. Peers and Media Publications Are the Go-To Sources for Bolstering ABM Knowledge 60% 60% 42% 35% 33% 13% 0% 10% 20% 30% 40% 50% 60% 70% Media / Publications Peers Industry conferences Twitter, LinkedIn Analysts Other (please specify) What are your top resources for ABM intelligence? Top Resources for ABM Insights 18 #ABFM #ABM @ScratchMM
- 18. 20 Integrated and seamless flow between marketing, sales and customer success • to land • and expand • the accounts that matter the most to your business. ABM + ABSD = ABFM
- 19. 19 ABFM Case Study B2B Software Company • Sells virtual desktop management software to mid-market and enterprise ~100 Employees • 5 person marketing team • 25 person sales team
- 20. 20 ABFM Results Increased average deal size from $18K to $50K+ • 178% increase Average SDR generated 200% more pipeline • From $300K/month to $900K/month Opportunity conversion rates went from 18% to 22% • 22% increase
- 21. 19 FUD About ABM ABM vs. ABSD 1 2 3 All or Nothing Replaces existing Demand Generation 4 5 The way to manage demand gen is through MQLs and SQLs Disruptive to established sales or marketing practices
- 22. 22 ABFM Analytics • Target Account Profiles • Account Selection • Buyer Personas Account Data Augmentation + Sales Opps Nurturing In-Market Account Acquisition Sales Process / Opportunity Qualification In-Market Sales Opp Influencing Conversion Nurturing on Disqualification Criteria ABFM Strategy and Roadmap Content Development 1 2 2 3 3 4 4 5 5 2 ABFM Toolset Selection 1 ABFM Roadmap: Key Stages MARKETING SALES
- 23. 23 Account Selection Through Predictive Analytics2
- 25. In-Market Account Acquisition and Influence 25 Increase Net New Account Flow Intent-based Account Targeting Target Account Content Syndication Engage Website Visitors Retargeting Influence Sales Velocity Targeted advertising to specific sales opps 3
- 26. 26 In-Market Account Acquisition and Influence (cont.)3
- 27. Social Lead Generation with Kitewheel 27 3
- 28. 28 ABSD Process and Tools4
- 31. 31 The Starter ABFM Technology Stack Account Data Augmentation Marketing Automation MARKETING SALES ABFM Sales Process, Email, and Reporting ABFM Analytics Unknown to Known Personalization CRM MRKTG + SALES
- 32. 43 ABFM Metrics and KPIs: Shifting What You Measure Lead Gen Metrics • Impressions/CPM • Click-through rates • Conversion rates • Unique visitors • Net new leads • Inbound inquires • Downloads • MQLs Account-Based Lens 32 Account-Based Funnel • # of Target accounts • # of opportunities • Close rates • Lifetime value Account-Based Velocity • Marketing penetration across accounts • Optimal # of touch-points • SDR capacity + performance
- 33. 23 Why ABFM Is the Only Way to Scale Your Growth Goal: $1 Million in New Sales in H1 MQL Model Average Deal Size $50K New Customers 20 MQL/ Week 85 ABFM Model Average Deal Size $75K New Customers 13 Target Accounts/ Week 17 Levers • Average Deal Size • Opp → Customer Conversion Rate • Target Account → Opp Conversion Rate • Percentage of Conversions
- 34. 22 Why ABFM? Align sales & marketing around accounts 1 2 3 4 Efficiently allocate marketing budget & sales resources Increase productivity, average deal sizes, and conversion rates Track everything to make decisions based on accurate, real-time data
- 35. Want to get ABFM Started? 35 1 Learn more at www.scratchmm.com 2 Join the ABFM Pilot Webinar http://demanddrive.com/ abfm-pilot-webinar 3 Contact me lora@scratchmm.com @ScratchMM Tuesday, May 9 2:00 Eastern / 11:00 Pacific
- 36. Thank You!