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![THE CASE FOR
ACCOUNT-BASED MARKETING
AT [your company here]
Matt Heinz
President, Heinz Marketing Inc
@heinzmarketing
#ABMIgnite](https://image.slidesharecdn.com/2016-161103223413/85/Selling-Account-Based-Marketing-ABM-Internally-To-Your-Organization-1-320.jpg)
![THE CASE FOR
ACCOUNT-BASED MARKETING
AT [your company here]
Matt Heinz
President, Heinz Marketing Inc
@heinzmarketing
#ABMIgnite](https://image.slidesharecdn.com/2016-161103223413/75/Selling-Account-Based-Marketing-ABM-Internally-To-Your-Organization-1-2048.jpg)
Uploaded byHeinz Marketing Inc
Selling Account-Based Marketing (ABM) Internally To Your Organization
The document outlines the case for adopting account-based marketing (ABM) within a company, highlighting key principles such as prioritizing outcomes, mapping internal buying committees, and enhancing sales and marketing coordination. It discusses the benefits of ABM across departments, including improved efficiency and revenue alignment, while also addressing potential challenges in implementation. The presentation also emphasizes the importance of developing targeted account lists and collaborative strategies to ensure successful integration of marketing efforts with sales objectives.
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Selling Account-Based Marketing (ABM) Internally To Your Organization
- 1. THE CASE FOR ACCOUNT-BASEDMARKETING AT [your company here] Matt Heinz President, Heinz Marketing Inc @heinzmarketing #ABMIgnite
- 2. #ABMIgnite • This deck •Other freebies: • Full Funnel Marketing – the book! • Our ABM Expert Guide & execution workbook • Bacon • Email me ([email protected]) or bring me a business card with what you want Housekeeping
- 3. #ABMIgnite ABM yourself toget…..ABM?
- 4. #ABMIgnite Keys to launchingABM 1. Outcomes first (and always) 2. Map the internal buying committee, build consensus 3. Challenge the status quo 4. Securing budget 5. Drive deep coordination with sales
- 5. #ABMIgnite Defining Outcomes • Revenuegrowth • Target account efficiency • Opportunity cost • Where is there quantifiable pain right now?
- 6. #ABMIgnite © 2016DEMANDBASE / HEINZ MARKETING | P. 6 ROI CALCULATOR
- 7. #ABMIgnite HOW OTHERS AREWINNING TODAY’S LEADING B2B MARKETERS ARE USING ABM TO: • Increase marketing contribution to pipeline • Improve coordination & efficiency between sales and marketing • Focus marketing on more profitable strategies and tactics CONVERSELY, ANALYSTS CITE EVIDENCE THAT COMPANIES NOT ADOPTING ABM ARE: • Presenting conflicting faces/messages to prospects • Failing to build internal consensus with the buyer • Losing deals to competitors who are more coordinated and effective
- 8. #ABMIgnite KEY BENEFITS BYDEPARTMENT MARKETING More focused, more efficient, and more connected to revenue IT/OPERATIONS Better coordinated platforms between sales and marketing SALES Greater precision, coordination, and velocity in Target Accounts FINANCE Greater predictability, transparency, and visibility into marketing expense ROI
- 9. #ABMIgnite Your org isno different…
- 10. #ABMIgnite Your internal buyingcommittee
- 11. #ABMIgnite The deeper orgchart • Marketing • CMO • Head of Demand Generation • Marketing Operations • Event Manager • Sales • VP of Sales (or CRO) • Sales Manager • Sales Operations • Named Account Sales Reps • Operations & Finance • CEO • Finance Director • IT
- 12. #ABMIgnite Map out eachdiscussion Persona Stage 1 Loosen the status quo Stage 2 Commit to change Stage 5 Justify decision Stage 6 Make final decision Marketing CMO Head of Demand Generation Marketing Operations Event Manager
- 13. #ABMIgnite Unique perspectives, uniquemessaging Audience Persona Stage 1 - Loosen the status quo Stage 2 - Commit to change Stage 5 - Justify decision Stage 6 - Make final decision Marketing CMO Traditional demand generation doesn't work for enterprise targets; internal "buying" committee is too complicated for individual-centric marketing campaigns; current marketing & sales systems are too siloed - can't see and impact target account momentum Current tools cannot hit or support enterprise marketing & sales goals for 2017; CEO requires tighter coordination with sales to demonstrate marketing contribution to revenue in 2017; VP of Sales needs tighter coordinated, operational efforts to demonstrate enterprise sales momentum & results Heightens confidence in hitting 2017 enterprise sales number; increases coordination with sales leadership & revenue objectives; allow for more precise marketing to achieve enterprise deals more accurately What is the opportunity cost of not hitting your enterprise sales number?; What is the impact of not aligning enterprise sales targets with relevant/related marketing efforts? Head of Demand Generation Lead response rates are OK but conversion to opportunities are weakening due to lack of internal buyer consensus-building; current tools don't allow for account-centric coordination of marketing activities nor targeting of key accounts more precisely Cannot hit enterprise marketing targets without more precise, account-centric programs; ABM increases your alignment with sales, tie to revenue, impacts how the organization views demand generation in a positive light; ability to measure precise marketing impact on sales/revenue increases dramatically Fishing with nets won't hit the 2017 enterprise sales number alone; Prospects are responding less frequently to siloed messages; failure to engage the entire buying organization will weaken marketing contribution to closed deals What's the opportunity cost of now hitting the organization's enterprise sales number?; What happens if marketing can't demonstrate direct impact on sales pipeline and revenue?; How important are enterprise deals to your 2017 success, and can you achieve them without coordinating an account-based marketing effort? Marketing Operations Complex deals make attribution and coordinating complex deals far more difficult; requests from sales & marketing to coordinate efforts more precisely require more time/resources/custom integration than you have time or resources for Organization requires more enterprise sales, current systems are only individual- based and not account-based; cannot achieve enterprise sales without a different approach to those complex environments; cannot achieve enterprise marketing results without better tools to execute Cannot achieve enterprise account goals without better tools, approach; Alignment of account-based efforts with sales will improve operations coordination, reporting transparency, reduce cost of maintenance of operations efforts Do you have the tools and approach necessary to hit 2017 enterprise sales goals?; Can you current operations investments bridge the gap between sales & marketing effectively? Event Manager Measuring impact of isolated events is difficult; few enterprise deals are sourced or closed by individual marketing events; importance of event role is mitigated and miscommunicated with current siloed campaign structure Account-based approach is proven to put more value on events, especially focused events on enterprise targets; an ABM investment can increase events impact on marketing & sales goals, increase commitment to event strategy growth in the months ahead Cannot demonstrate event's true value & contribution without account-centric approach to marketing Will you lose the impact of events on enterprise sales contribution without an account-centric approach? Will too tight of a focus on individualized marketing reduce your event budget, and neuter its impact on enterprise sales velocity?
- 14. #ABMIgnite Organizational Alignment—Pitfalls Objection Response Mysales team won’t give me their target account list or work with us to build one. Find somewhere to start – a sales rep, an industry team – that will work with you to prove the model. An ABM strategy is going to be expensive, more than I have budget for. Since ABM is an efficient strategy, you can actually acquire more of the RIGHT leads on the same budget. We’re already too busy. How are we going to implement an ABM strategy? Since ABM is an efficient strategy, you can actually decrease the number of campaigns and tactics, but deliver more leads per action. Are we just going to walk away from the leads NOT on our target account list? A certain percentage of your revenue will still come from outside the list; you just won’t proactively seek them out. There will be too few leads to hit our pipeline and revenue goals. If executed properly, an ABM strategy will actually deliver MORE qualified leads, and fewer of the leads that won’t turn into business. MarketingSales
- 15. #ABMIgnite Getting them allin a room…
- 16. AGENDA #ABMIgnite • Objectives &Measures of Success • Shifting B2B Trends • ABM 101 • How Others Are Winning (& Losing) • Key Cross-Departmental Benefits • Business Case (ROI Calculator) • Resources Required • Q&A
- 17. #ABMIgnite • Accelerate velocityand market share of enterprise and Named Accounts • More precisely and efficiently coordinate sales & marketing efforts focused on key accounts • Align marketing efforts squarely behind sales and revenue targets ABM OBJECTIVES
- 18. #ABMIgnite ABM MEASURE OFSUCCESS • XXX Named Accounts won per quarter, fiscal year • XXX Net-new qualified opportunities in Named Accounts created per month / quarter • XXX Key stakeholders in Named Accounts engaged with sales
- 19. © 2016 DEMANDBASE# 19 You need a target account list first. Understand where you have challenges Determine where to apply ABM budget Before You Budget For ABM
- 20. © 2016 DEMANDBASE# 20 TOP B2B MARKETING BUDGET CATEGORIES FIELD MARKETING Hospitality Events WEBSITE CRM MAS/MAP DMPs Analytics Predictive TECHNOLOGY / INFRASTRUCTURE DEMAND GEN Sponsorships: Events Sponsorships: Content Digital Events: Webinars Advertising SEM Content Syndication/ 3rd party Networks Paid Social Direct Mail CONTENT MARKETING PRODUCT MARKETING PR/ANALYST AGENCY FEES Testing Design
- 21. © 2016 DEMANDBASE# 21 WAYS TO BUDGET FOR ABM ABM Budget Directive Determine what areas are ready for ABM Processes Technologies Program/Channels Identify a starting point Prioritize under performing areas first
- 22. © 2016 DEMANDBASE# 22 WAYS TO BUDGET FOR ABM Roll up under other initiatives What other initiatives will ABM support? Website Redesign Upsell/Retention Goal Marketing Automation
- 23. © 2016 DEMANDBASE# 23 WAYS TO BUDGET FOR ABM Use innovation budget to test Find a test that will make a difference Be sure to measure for a successful test Be cautious and conscious of test time frames
- 24. © 2016 DEMANDBASE# 24 WAYS TO BUDGET FOR ABM Partner with departments to fund Sales and Marketing Alignment is a 2-way street Sales needs more than leads, they need target account insights like: Anonymous buyer activity Product interest alerts Stalled deals visibility
- 25. © 2016 DEMANDBASE# 25 WAYS TO BUDGET FOR ABM Be honest about what’s working and what’s not Start with your list of budget areas to determine where you can make changes Shift or Re-allocation Budgets
- 26. Keys to salesintegration • Make sales an early partner & collaborator
- 27. Keys to salesintegration • Work from common objectives & definitions
- 28. Keys to salesintegration • Think in terms of macro and micro campaigns
- 29. Keys to salesintegration • Practice the OODA Loop
- 30. Thank you! Matt Heinz President,Heinz Marketing @heinzmarketing [email protected]
Editor's Notes
- #7 Use this slide to share the ROI calculations that you derived using the companion excel asset provided with this powerpoint deck
- #15 As organizations begin alignment, they sometimes encounter objections or resistance. Being prepared to handle these objections will help smooth the way for alignment. Let’s look at some potential objections. Common objections from Marketing focus on the ability to connect with Sales to build the initial list of target accounts, the level of investment it would require to develop the marketing programs, and how building an ABM strategy will add even more work. The first objection is perhaps the most important to overcome as not having a common target account list could impede your ability to develop an ABM strategy. If getting a full company alignment within Sales and Marketing is not possible, then find a different place to start—perhaps a sales rep or the sales leader for an industry or region. You can prove out the model and then work to expand it more broadly within the company. Overcoming the next two objections call for changing people’s frame of mind when it comes to ABM. While it might seem like developing and implementing an ABM strategy will involve more investment or work, it is actually a much more focused and efficient way to work. The resulting leads are more likely to convert to sales, and you therefore spend less to generate more revenue and can be more focused with your programs and campaigns because each one will deliver more-qualified leads. Common objections from the sales side focus on the potential loss in leads. While the target list is the main focus, it doesn’t mean that anything outside the list is completely forgotten. Sales can still respond to inquiries that come in from companies outside the list, but they won’t proactively seek them out. Additionally, while the number of leads might be reduced, there is a better chance of hitting and surpassing revenue goals because more of the leads that Sales gets will convert to customers. The objections we’ve discussed are quite common, but with a true understanding of ABM, it becomes clear how to manage expectations from a pre-ABM environment.
- #19 Keep only what is relevant [per month, quarter or fiscal year]
- #20 Speaking Notes: Bullet 1: This assumes you have one. If you don’t, focus on building the list first. Bullet 2: (account identification, attraction, engagement, conversion, closing) Bullet 3:
- #22 Speaking Notes: Bullet 1: Think about your budget structure. Are your processes ready for ABM or do they need adjusting? What about your tech stack – do you have all the pieces you need to track and target accounts? What channels are already ABM enabled vs which are not? Bullet 2: Focus first on insights to understand where you should start your work. Do you have the insights you need to make decisions? Before jumping into campaign execution, develop insights and benchmarks to drive your strategy. Bullet 3: Focus first on insights to understand where you should start your work
- #24 Speaking Notes: Bullet 1: Decide what the most important approach is for using this budget since it is probably limited compared to other line items
- #25 Speaking Notes: Bullet 1: Since Marketing spends heavily on generating demand, Sales can partner to get access to insights into Marketing’s activity
- #26 Speaking Notes: Bullet 1: Take a hard look at what’s working, what’s not and how things can be optimized