Megan Heuer - #FlipMyFunnel Roadshow - "It's About the Customer: Account-Based Marketing and The New B-to-B Alignment Imperative"

Megan Heuer - #FlipMyFunnel Roadshow - "It's About the Customer: Account-Based Marketing and The New B-to-B Alignment Imperative"

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  It’s About theCustomer: Account-Based Marketing and The New B-to-B Alignment Imperative Megan Heuer Vice President and Group Director @megheuer December 2015
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  © 2015 SiriusDecisions.All Rights Reserved 2 What We’ll Cover Today • The Facts: What marketing needs to know now • Really, what is Account-Based Marketing (ABM)? • Why does ABM make so much sense right now? • What does ABM do for sales alignment? • What does it take to deliver ABM? • What’s different about companies who get ABM right?
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  © 2015 SiriusDecisions.All Rights Reserved 3 Fact: Customer Experience Drives B-to-B Buying Decisions + B-to-B Buying Decision Drivers From 2015 SiriusDecisions Study of 1,005 Decision Makers Question: What was most significant driver of decision to select vendor of choice? Direct 34% Previous experience with the company 8% Implementation of customer support services were the best 7% Relationship with salesperson 10% Influence of references sourced independently 8% Influence of references provided by vendor 4% Perception of brand with no previous experience Indirect 71% of b-to-b decision driversare based on direct or indirect customer experience vs. 18% of decision based on promise of offering to meet needs vs. 9% of decision based on the price was the best =
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  SiriusPerspective: © 2014 SiriusDecisions.All Rights Reserved 4 Facts: A Balanced Approach Works and ABM Delivers The SiriusDecisions 2015 B-to-B Buyer Study of more than 1,000 buyers showed that sales and marketing need to be aligned more than than ever. Sales is involved from the start: B-to-B buyers say a sales rep from the winning vendor was involved in the “Education” stage of their journey in 49 percent to 67 percent of the time. Marketing is involved through the finish line: Buyers average an almost event split (51 percent non-human/49 percent human) of interaction types throughout all stage of buying. Companies who align sales and marketing grow faster: Companies with aligned sales and marketinghave 19 percent higher revenue and 15 percent higher profitability (Source:SiriusDecisions 2015B-to-B Alignmentand Growth Study)
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  © 2015 SiriusDecisions.All Rights Reserved 5 Marketing Must Redefine Focus To Meet Updated Needs Opportunity Goals: Where will growth com from in target accounts? Relationship Goals: How will we ensure customer gets value? BuyingCycle EDUCATION NEED SOLUTION EXPLORE SELECTION CHOOSE Customer Lifecycle DELIVER INITIATE DEVELOP PARTICIPATE RETAIN ACTUALIZE GROW ADVOCATE Where Marketing Efforts Need to Be Focused Where Marketing Efforts Focus Today
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  SiriusPerspective: © 2015 SiriusDecisions.All Rights Reserved 6 Fact: ABM Is New to Many B-to-B Companies, But Not All In our survey, 92 percent of b-to-b companies said account-based marketing is “extremely” or “very” important to their marketing efforts this year. ABM Pilot ABM Full Program 38 percent have had a pilot in place for less than six months… 14 percent have had a pilot in place for more than six months 26 percent have had a full program in in place for less than one year… 20 percent have had a full program in place for more than a year Source:SiriusDecisions2015State of Account-Based Marketing Survey
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  What DoesIt TakeTo DeliverABM? A Few Things You May Need…
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  SiriusPerspective: © 2015 SiriusDecisions.All Rights Reserved 8 Know the Four Types of Account-Based Marketing The balance of ABM or broad-based marketing your company needs depends upon the sales go-to-market model and growth goals.
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  © 2015 SiriusDecisions.All Rights Reserved 9 Quiz: What Share Of This Year’s Growth Comes From…. Named Account Industry/Segment Account Broad-Based Demand SalesModel Large Account Marketing Model Target account list (1:Few) Target account list in a specific market/industry (1:Few) Non-named territory focus; Transactional models Small number of high-value accounts (1:1) Customer Lifecycle Customer success team; All relationship goals
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  © 2015 SiriusDecisions.All Rights Reserved 10 Good ABM Follows a Process With a Solid Foundation Insights Interlock/Communication Technology Organization, Roles, Competencies Education Scoping Resourcing Assessment Opportunity Identification Scoring Selection Goals Messaging Support Options Tactic Selection Plan Delivery Pilot Full Rollout Participation Optimization Audiences Metric Selection Delivery Maturity Audit Benchmarking Preparation Prioritization Planning Execution Measurement SiriusDecisions Account-Based Marketing Framework
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  SiriusPerspective: © 2015 SiriusDecisions.All Rights Reserved 11 ABM Requires Understanding Account Personas ABM planning requires a blueprint of opportunity types that exist in target accounts, while predictive analytics prioritize which ones to support and how. Account/Company Type (Industry, Size, Potential Value, Needs/Drivers, Other Attributes) Account Persona Framework Possible Buying Centers Solutions to Sell by Buying Center Contacts Needed by Solution, Buying Center Buying Cycle Customer Lifecycle Post-Sale Coverage Centers Engagement Requirements by Coverage Center Contacts Needed by Coverage Center
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  SiriusPerspective: © 2015 SiriusDecisions.All Rights Reserved 12 ABM Means Marketing Has A New Menu of Tactic Types Building an ABM plan starts with defining what needs to be done and what part marketing can play within the defined universe of accounts. Opportunity Support Account-Based MarketingMenu Relationship Support Cross-Sell Predictive Demand New Demand Cross-Sell Upsell Renewal Rapid Entry Intra-Pipe Last Mile Source Activate Influence Marketing- Sourced Demand Sales-Sourced Demand Pipeline Acceleration Engagement Advocacy Education Adoption Retention
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  SiriusPerspective: © 2015 SiriusDecisions.All Rights Reserved 13 ABM Technology Landscape Speeds Time to Impact Technology brings efficiency and scale to ABM, and creates the opportunity for better sales alignment and ability to measure impact. Social Media Marketing and Sales Force Automation AdTech Data / Insights Services Customer Success Mgmt. Progressive Profiling and Dynamic Display/CMS Analytics (Web, reporting, predictive/ advanced, etc.) Customer Reference/ Advocate Marketing Customer Intelligence Management Buying Cycle CustomerLifecycle Account Planning
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  © 2015 SiriusDecisions.All Rights Reserved 14 ABM Requires Marketers To Develop New Skills Nearly half (47 percent) of b-to-b companies don’t think marketers doing ABM have skills they need to be successful Source:SiriusDecisions2015State of Account-Based Marketing Survey