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The Business Case For
Account-Based
Marketing
Part I: Planning and
Budgeting
Introductions
#ABMDoneRight
Mani Iyer
CEO
Kwanzoo
Kelly Waffle
Executive Vice President
Markistry
Agenda
#ABMDoneRight
1. Planning your ABM initiative: Key Considerations
2. The Kwanzoo ABM Planning and Budgeting Model
3...
What is ABM?
#ABMDoneRight
Account-based marketing
allows you to reach,
engage, and influence key
users at your target
acc...
Account Based Marketing vs Lead Based
Marketing
#ABMDoneRight
ABM:
1. Account Centric
2. Outbound, Focus On Your Target Ac...
Planning Your ABM
Initiative
Key Considerations
#ABMDoneRight
Content:
- Physical and Virtual Events
- Short Form Content
- Long Form Content
- Video
- Blog Posts
Programs:
- Direct Ma...
The Kwanzoo ABM Planning and
Budgeting Model
#ABMDoneRight
Build Your
Pyramids
Manage Your
Bands
Top Accounts
Band (10s)
Growth Accounts
Band (100s)
Wide-Net Accounts
Band (1,000s)
...
Mapping Accounts for ABM Program
Investment: Key Considerations
Top
Growth
Wide-Net
#ABMDoneRight
Investment Criteria
 Re...
The Global ABM Program
Budgeting (APB) Process
Company APB
NAM APB
(North America)
EMEA APB
APAC APB
#ABMDoneRight
Recommended ABM Program Budgets
#ABMDoneRight
Recommended ABM Programs and Budgets by Band
Top Accounts:
 Very Customized, One-to-
One ABM
 Custom App(s) to Engage al...
Recommended ABM Programs and Budgets by Band
Growth Accounts:
 “ABM at Scale” Accounts
 $300-$600 per account per
quarte...
Recommended ABM Programs and Budgets by Band
Wide Net Accounts:
 “ABM Extended” Accounts
 $150-$300 per account per
quar...
Planning ABM Display Programs
#ABMDoneRight
ABM Display Program Options
#ABMDoneRight
B2B Retargeting
Account-Based
Marketing
Personalized Display
ABM With
Job Title ...
ABM IP and ABM Job Title Targeting Explained
#ABMDoneRight
Target Account Filter
Job Title, Function, Level Filters
ABM Di...
ABM Display Budget
Allocation
Best Practices
#ABMDoneRight
Optimizing ABM Display Budget by Program and
Region
#ABMDoneRight
REGIONS
ACCOUNTS
NAM
(ABM JTT)
EMEA
(JTT) NAM & EMEA
(AB...
Case Study: Late Stage Software Company $50M - $75M
Global ABM IP Targeting – Net New Prospecting and Customer Upsell
12,0...
Measuring ABM Display Program ROI
#ABMDoneRight
Measuring ABM Display
Program Success
Ad Clicks Website Visits SDR Activity Pipeline Valu
ABM Display Success
Control Acco...
Explaining the Kwanzoo Model for
Measuring ABM Display ROI
8
Avg # of SDR
Appointments
per Month
50%
Appointments that
con...
ABM Job Title Targeting – $30,000 Budget
Tech Fee
44%
Services
17%
Cost Breakdown
Media/Data Fee
38%
Ad Clicks
Website
Vis...
Real Pipeline Impact for a B2B Company –
ABM Job Title Targeting (JTT)
B2B Company Specs:
Avg SDR Appointments per Month: ...
Summary
#ABMDoneRight
1. Planning your ABM initiative: Key Considerations
2. The Kwanzoo ABM Planning and Budgeting Model
...
Resources
#ABMDoneRight
Account Coverage Report:
http://www.kwanzoo.com/cms/account-coverage-report/
Blog:
http://cms.kwan...
Contact
Us
#ABMDoneRight
Phone:
Email:
Website:
Twitter:
408-216-7025, Kwanzoo
571-236-7367, Markistry
info@kwanzoo.com
in...
Thank you for joining
us!
For more information on Planning and
Budgeting check out the full eBook.
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[PPT] The Business Case for ABM Pt 1: Planning & Budgeting

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Are you tired of all the hype and fluff around Account-Based Marketing (ABM) today? Or are you frustrated with your ABM results so far? Whether you are already running ABM campaigns and need better results, or are just getting ready to start, odds are you are looking for substantive information on how to plan, budget, and run real-world ABM programs.

In this webinar, featuring Markistry EVP Kelly Waffle and Kwanzoo CEO Mani Iyer, learn key insights on:
--ABM essentials (list planning, setup, measuring success),
--Tips for campaigns personalized by audience and account,
--Specific budget recommendations & ROI models, and more.

Veröffentlicht in: Marketing
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[PPT] The Business Case for ABM Pt 1: Planning & Budgeting

  1. 1. The Business Case For Account-Based Marketing Part I: Planning and Budgeting
  2. 2. Introductions #ABMDoneRight Mani Iyer CEO Kwanzoo Kelly Waffle Executive Vice President Markistry
  3. 3. Agenda #ABMDoneRight 1. Planning your ABM initiative: Key Considerations 2. The Kwanzoo ABM Planning and Budgeting Model 3. Recommended ABM Program Budgets 4. Planning ABM Display Programs 5. ABM Display Budget Allocation Best Practices 6. Measuring ABM Display Program ROI
  4. 4. What is ABM? #ABMDoneRight Account-based marketing allows you to reach, engage, and influence key users at your target accounts.
  5. 5. Account Based Marketing vs Lead Based Marketing #ABMDoneRight ABM: 1. Account Centric 2. Outbound, Focus On Your Target Accounts 3. Enables better Focus on Customer Up-Sell and Cross-Sell “Engagement Matters” Lead Based Marketing: 1. People Centric 2. Focus On Inbound Leads 3. Marketing is Geared Towards Generating New Leads “Form Fills Matter”
  6. 6. Planning Your ABM Initiative Key Considerations #ABMDoneRight
  7. 7. Content: - Physical and Virtual Events - Short Form Content - Long Form Content - Video - Blog Posts Programs: - Direct Mail - Tele-Prospecting - Display & Retargeting - Content Syndication - Third Party Webinars Infrastructure: - Marketing Automation - CRM - Predictive Analytics - Website Personalization - B2B Attribution Data: - Database Build-Out - Account Data Structures - Contact Data - Behavioral Data - Intent Data Planning Your ABM Initiative: Four Key Investment Areas #ABMDoneRight
  8. 8. The Kwanzoo ABM Planning and Budgeting Model #ABMDoneRight
  9. 9. Build Your Pyramids Manage Your Bands Top Accounts Band (10s) Growth Accounts Band (100s) Wide-Net Accounts Band (1,000s) Introducing the Kwanzoo ABM Program Budgeting (APB) Model #ABMDoneRight
  10. 10. Mapping Accounts for ABM Program Investment: Key Considerations Top Growth Wide-Net #ABMDoneRight Investment Criteria  Revenue Potential (Pilot Deal, First Year Expansion, Lifetime Value)  Brand Value (With Acquiring Other New Logos)  Account Engagement and Pipeline Stage  Propensity to Buy (30/60/90/180 Days - Is the Timing Right?)  Customer Net Promoter Score (NPS) - Likely to Grow Their Spend  ABM Data Quality (Reach and Coverage into Target Account)  The Level of Personalization & Related Effort Needed
  11. 11. The Global ABM Program Budgeting (APB) Process Company APB NAM APB (North America) EMEA APB APAC APB #ABMDoneRight
  12. 12. Recommended ABM Program Budgets #ABMDoneRight
  13. 13. Recommended ABM Programs and Budgets by Band Top Accounts:  Very Customized, One-to- One ABM  Custom App(s) to Engage all Key Account Stakeholders (Company, Customer)  $7.5K-$10K per account per quarter  Account Revenue potential; $1Mil+ #ABMDoneRight
  14. 14. Recommended ABM Programs and Budgets by Band Growth Accounts:  “ABM at Scale” Accounts  $300-$600 per account per quarter (across programs)  ABM Display: Budget $75- $100 per account per quarter  Display Ads + 1:1 SDR Outreach (Email, Phone) to Qualified Accounts  Account Revenue Potential: $30K+ #ABMDoneRight
  15. 15. Recommended ABM Programs and Budgets by Band Wide Net Accounts:  “ABM Extended” Accounts  $150-$300 per account per quarter  3rd Party Emails, 3rd Party Webinars, Content Syndication (1-2 targeted leads / account), Outsourced Tele-Prospecting  Account Revenue potential: $10K+ #ABMDoneRight
  16. 16. Planning ABM Display Programs #ABMDoneRight
  17. 17. ABM Display Program Options #ABMDoneRight B2B Retargeting Account-Based Marketing Personalized Display ABM With Job Title Targeting ABM Social (Facebook, Twitter) ABM Global (IP-Based) Display (Website) Email and CRM Retargeting Account-Based Site Retargeting Display (Direct Buy) Display (RTB) ABM with Past Purchase Targeting Account Engagement Reports (Included with All Programs)
  18. 18. ABM IP and ABM Job Title Targeting Explained #ABMDoneRight Target Account Filter Job Title, Function, Level Filters ABM Display Ads ABM IP Targeting ABM Job Title Targeting Global EMEA APAC ANZ LTAM NAM North America (NAM) Kwanzoo IP Database Kwanzoo Cookie Database
  19. 19. ABM Display Budget Allocation Best Practices #ABMDoneRight
  20. 20. Optimizing ABM Display Budget by Program and Region #ABMDoneRight REGIONS ACCOUNTS NAM (ABM JTT) EMEA (JTT) NAM & EMEA (ABM IP) APAC & LTAM (ABM IP) Prioritize In This Order
  21. 21. Case Study: Late Stage Software Company $50M - $75M Global ABM IP Targeting – Net New Prospecting and Customer Upsell 12,000+ Global Growth Accounts North America (NAM), EMEA, and APAC NAM: 9000+ 900+ Active with ABM IP EMEA: 2000+ 700+ Active with ABM IP APAC: 1000+ 200+ Active with ABM IP 1000+ NAM Customers Prospecting 100+ Accts in ABM IP Upsell North America (NAM) APB - Growth Band Total Accounts: 8901 Unreachable (UN) – 161 (1.8%) Programs Pending (PP) – 7540 (84.7%) Under Development (UD) – 200 (2.2%) Active Programs (AP) – 988 (11.1%) Converted Accounts (CA) – 12 (0.2%) #ABMDoneRight
  22. 22. Measuring ABM Display Program ROI #ABMDoneRight
  23. 23. Measuring ABM Display Program Success Ad Clicks Website Visits SDR Activity Pipeline Valu ABM Display Success Control Accounts Test Accounts Identify Control Accounts Ex: 300 Identify Test Accounts Ex: 300 Run Marketing Programs: Emails, SDR 1:1 Emails, Webinars, Live Events Run ABM Display Programs #ABMDoneRight
  24. 24. Explaining the Kwanzoo Model for Measuring ABM Display ROI 8 Avg # of SDR Appointments per Month 50% Appointments that convert to Opportunities $30K Average Deal Size for a B2B Company $120K Baseline Opportunity: $120k x (#SDRs) x (# of Months) A Additional Accounts Engaged through ABM Display B% Engaged Accounts that Convert to Opportunities $30K Average Deal Size for a B2B Company New Opportunities: A x B% x $30K New Opportunities from ABM Display Baseline Opportunity #ABMDoneRight
  25. 25. ABM Job Title Targeting – $30,000 Budget Tech Fee 44% Services 17% Cost Breakdown Media/Data Fee 38% Ad Clicks Website Visits Accounts Engaged Pipeline Impact 514 85 17%1287 1158 212 42%3217 High High High High Low Low Low Low #ABMDoneRight 1,287,000 Ads Served
  26. 26. Real Pipeline Impact for a B2B Company – ABM Job Title Targeting (JTT) B2B Company Specs: Avg SDR Appointments per Month: 8 Avg Deal Size: $30,000 SDR Close Rate: 25%, 2 SDRs Pipeline Impact from $30k ABM JTT Program: 17% - 42% $720,000 Baseline Opportunity per Quarter $318k - $795k New Opportunities per Quarter x 25% closed $79k - $198k Program Value 2.6X – 6.6X ROI 85-212 Accts x 12.5% Opportunities x $30k $120k x 2 SDRs x 3 Months #ABMDoneRight
  27. 27. Summary #ABMDoneRight 1. Planning your ABM initiative: Key Considerations 2. The Kwanzoo ABM Planning and Budgeting Model 3. Recommended ABM Program Budgets 4. Planning ABM Display Programs 5. ABM Display Budget Allocation Best Practices 6. Measuring ABM Display Program ROI
  28. 28. Resources #ABMDoneRight Account Coverage Report: http://www.kwanzoo.com/cms/account-coverage-report/ Blog: http://cms.kwanzoo.com/blog/ www.markistry.com/blog Guides and eBooks: http://www.kwanzoo.com/cms/resources/guides_ebooks/
  29. 29. Contact Us #ABMDoneRight Phone: Email: Website: Twitter: 408-216-7025, Kwanzoo 571-236-7367, Markistry info@kwanzoo.com info@markistry.com www.kwanzoo.com www.markistry.com @kwanzoo @markistry
  30. 30. Thank you for joining us! For more information on Planning and Budgeting check out the full eBook.

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