Selling account based marketing (ABM) internally to your organization

HOW OTHERS ARE WINNINGTODAY’S LEADING B2B MARKETERS ARE USING ABM TO: • Increase marketing contribution to pipeline • Improve coordination & efficiency between sales and marketing • Focu

THE CASE FOR

ACCOUNT-BASED

MARKETING

AT [your company here]

Matt Heinz President, Heinz Marketing Inc

@heinzmarketing

#ABMIgnite

• This deck

• Other freebies:

• Full Funnel Marketing – the book!

• Our ABM Expert Guide & execution

workbook

• Bacon

• Email me ( matt@heinzmarketing.com ) or bring me a business card with what you want

Housekeeping

ABM yourself to get… ABM?

Keys to launching ABM

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

ROI

CALCULATOR

HOW OTHERS ARE WINNING

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

KEY BENEFITS BY DEPARTMENT

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

Your org is no different…

Your internal buying committee

The deeper org chart

• Named Account Sales Reps

• Operations & Finance

• CEO

• Finance Director

• IT

Map out each discussion

Marketing Operations

Event Manager

Unique perspectives, unique messaging

Audience Persona Stage 1 - Loosen the status quo Stage 2 - Commit to change Stage 5 - Justify decision Stage 6 - Make final decision

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

of internal buyer consensus-building;

current tools don't allow for centric coordination of marketing activities nor targeting of key accounts more precisely

account-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 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 your event budget, and neuter its impact

on enterprise sales velocity?

Organizational Alignment — Pitfalls

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.

Getting them all in a room…

• 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

• Accelerate velocity and 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

ABM MEASURE OF SUCCESS

• 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

You need a target account list first

Understand where you have challenges

Determine where to apply ABM budget

Before You

Budget For ABM

TOP B2B MARKETING BUDGET CATEGORIES

Predictive

DEMAND GEN

Sponsorships: Events

Sponsorships: Content Digital Events: Webinars

PR/ANALYST

AGENCY FEES

Design

WAYS TO BUDGET FOR ABM

WAYS TO BUDGET FOR ABM

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

{

WAYS TO BUDGET FOR ABM

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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

Keys to sales integration

• Make sales an early partner & collaborator

Keys to sales integration

• Work from common objectives & definitions

Keys to sales integration

• Think in terms of macro

and micro campaigns

Keys to sales integration

• Practice the OODA Loop

Thank you!

Matt Heinz

President, Heinz Marketing

@heinzmarketing matt@heinzmarketing.com