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Look Before You Leap! Mapping Your ABM Journey February 23, 2017
Look Before You Leap!Mapping Your ABM Journey
February 23, 2017
Today’s Agenda
ü B2B Marketing Exchange Conference (#B2BMX)
ü What is ABM?
ü Why do I need it?
ü Steps for a Successful Implementation
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#B2BMX Learnings
ü“ABM” is not the next buzzword!üMarket is flooded with techü Implementing is a marathon, not a sprintüPrimary challenges shared – data, content and cultureüPreparation is KEY!
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What is ABM?
“The practice of unifying Marketing and Sales plays to drive conversion and revenue at every stage of the funnel”
üABM, ABE or ?üWhy is definition important?
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Do I need ABM?
üB2B• 7 people now involved in the average B2B buying decision – Gartner
• 57% of buying journey is done before a rep is involved - CEB
• 90% of buyers say they never respond to cold calls - HBR
• Targeted spending has been the trend
üB2C • Can we benefit?
• ABM is simply a marketing disciplineo Educate your buyers – tell them a story
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Implementing an Account-Based Strategy
5 Practical Steps to a Successful Implementation
Step 1: Anticipate the Culture Change
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“If you start your ABM journey by selecting target accounts, you’ve already failed.”
üIt takes a team
• Business, Marketing, Sales, Finance, Customer Success/Support
o Case Study: Finance was drove target account selection
• Definition and expectations
• Alignment becomes integration (Levels of Engagement)
Committing to an Account-Based Strategy
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BasicSalesandMarketingAlignmentMarketingfollowsBusinessandSalesplanstocarryoutdemandcreationactivity.Plansareshared,butMarketingdoesnotaskpermissiontoundertakedemandcreationactivity.
ExpandedSalesandMarketingInteractionsSalesandMarketingengageinjointaccountplanningactivitiesatthesegment/marketlevel.Noconsistentforwardlooking,mandatedprocesses,orreviewscheduleexists.
ComprehensiveSalesandMarketingParticipationRegularandscheduledactivityforSalesandMarketingtoshareinaccount-basedplanningandexecutionexists.Jointplanningsessionsareheldatleastquarterlytoreviewprogress.
AdvancedSalesandMarketingEngagementAccount-basedplanningandexecutionisfullyintegratedbetweenSalesandMarketing.Bothteamsparticipateinthedevelopmentofactivityplanandweeklymonitoringreviewoccurs.
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Step 2: Start with Clean Data
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ü Back to basics• Fix the issues – duplicate, incomplete, inaccurate data• Establish prevention plan
ü Setup Salesforce to support data proliferation and cleanlinessü Establish Contact Roles
ü Associate to Account and Opportunityü Set your criteria / approach
• Large Accounts / Named Accounts / Industry
ü Create ICP(s) - Ideal Customer Profile(s)• Use combo of tech and internal data
Account Prioritization
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OpportunityIndex(Isitworthit?)
AchievabilityIndex
(Issuccesslikely?)
CooperationIndex
(Canweworktogether?)
ABMAccountSelection
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Step 3: Define Your Process
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üEstablish your conversion criteria• Will you continue to use the Lead object?
• Will you convert all Leads from an MQA (Marketing Qualified Account)?
• Will you require opportunities to be opened at conversion?
Step 4: Prepare Your Content
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üCommit to the changed approach
üConduct a content inventory• Ensure you have content for every role and every stage
üDo you have a multi-channel strategy?
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Content Plan - Example
Step 5: Establish Metrics
1. Relationship Goals
2. Opportunity Goals
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Early• Newnamesintargetaccount(buildout
whitespace)• Higherprogramengagementacross
multiplecontacts• Liftinwebsitetrafficfromtargetaccounts
Mid• #ofmeetingsetwithtargetaccounts• Marketingqualifiedleadsintarget
accounts• Programsuccesswithatargetaccount• Callconnectwithtargetaccounts
Late• Higherwinrates• Deeperandbroaderrelationshipswithin
account• #ofopportunitiesintargetedaccounts• Pipelineintargetaccounts• Dealacceleration• Multi-product,multi-yeardeals
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Tech Stack - Example
5201 Great America Parkway, Ste. 320Santa Clara, CA 95054
5201 Great America Parkway, Ste. 320Santa Clara, CA 95054
Questions? Let me know, I’m happy to help.
© Copyright 2017 Digital Pi, all rights reserved. \ 408-805-3044 \ digitalpi.com
John MuehlingSr. Director, Client Services
PH: 602-309-7777
