Why ABM is the new normal in B2B Marketing

Transcription

1 Why ABM is the new normal in B2B Marketing Account-Based Everything 9 th

2 Introduction to McDonald Butler A Sales & Marketing agency 100% B2B technology marketing Specialising in channel & alliances, industry marketing and ABM Obsessed with ROI based on our proprietary Lead to Revenue Model Representing over 25 leading B2B tech brands across the world Based in London, with global footprint Strong giving back culture (5 x 5 model)

3 Giving Back The founders of McDonald Butler as well as the entire agency team are strong believers in the notion of business as a force for good. Since we opened our doors we have consistently donated percentage of our time and profits to giving back to society (5x5). In the last two years our team has helped build two schools in Africa for over 2,000 children. 30 industry executives from Oracle, Google, IBM, Aruba and AWS will be joining the MBA team at our volunteer school Building Blitz to build a school in 7 days in South Africa in November 2017.

4 Our clients include global tech brands and disruptive tech

5 What is ABM in 2017?

6 ABM Definitions? Treating individual accounts as a market in their own right. A structured approach to developing and implementing highly-customized programmes to accounts, partners, or prospects. ITSMA 6

7 ABM Definitions? Account-Based Marketing (ABM) is a strategic approach that aligns resources against a set of defined accounts and goals in a way that is relevant and valuable to those accounts and to sales Sirius Decisions 7

8 ABM Definitions? ABM is a strategic marketing approach jointly implemented by sales and marketing that focuses on key, targeted accounts (whether they re existing customers or not). It s about identifying who your most important accounts are, gathering as much insight on them as possible, and then using this insight to align your proposition to the challenge(s) they re facing and crafting a personalised marketing campaign to win their business B2B Marketing 8

9 ABM is no longer a budget line item ABM Channel SEO/PPC Social Sales Promotion Advertising Events PR Brand

10 ABM is a strategic approach to sales and marketing ABM Channel SEO/PPC Social Sales Promotion Advertising Events PR Brand

11 ABM has a role to play acoss the entire sales cycle Awareness Engagement Proposal Win Retain Cross-sell Advocacy Breaking into new Target Accounts Bid support marketing Protecting existing business Cross-selling into LOBs Developing advocacy

12 ABM is adding value to other marketing segments Partner-based ABM to to single accounts 1:1 ABM Sector- based ABM ABE* Channels & Alliances Industry Marketing * Account-based Everything Partner-based ABM to industry sectors

13 The different approaches to ABM

14 ABM Segmentation Taking a tiered approach to ABM enables our clients to focus budget and resources appropriately and to ensure that all key accounts are included in their ABM activity 1:1 1:Few Mission-critical Must win or must defend customers. High-touch Accounts in key verticals with significant growth potential. 1:Many Programmatic Focused campaigns across a group of accounts which share common industry contexts.

15 ABM Segmentation A blended approach enables our clients to scale their ABM programme to include all key accounts, whilst taking a more focussed approach to key verticals and 1:1 accounts. 1:1 1:Few Typically not more Accounts per year accounts per cluster typically aligned by vertical or common needs 1:Many All Key accounts - typically and rarely > 500 ABM air cover across all your key accounts

16 Programmatic allows you to flip the pyramid for always on coverage Using an intent-based or programmatic approach you can ensure that you have always on coverage across ALL your key accounts even within a basic ABM programme Key accounts will qualify themselves into 1:Few and 1:1 programmes by engaging with content or showing intent in a relevant area

17 Partner-based ABM Partner-based ABM applies ABM principles to your alliances and channels To ABM to engage most important partners (Partner engagement) It enables you to create joint value propositions and GTM strategies as well as increasing the size of your ABM budget With Through ABM with partners to create a joint proposition for key accounts (Joint go-to-market campaigns) Enabling ABM through all partners by providing insight, content and messaging (ABM in a box)

18 The ABM process

19 ABM 1:1 Account Focus MBA s end-to-end ABM process for 1:1 accounts Scoping your ABM Programme Account Insight Strategy & Planning Account Messaging & GTM Plan Campaign Development & Delivery ROI & measurement Week 1 Week 2-4 Week 5 Week 6 Week 7+ Week TBC Define programme objectives? What is the right ABM Model? Account selection Define success criteria Identify key stakeholders with contact details In-depth account profile Understand strategic goals What does their technology and supplier landscape look like? Account based SWOT Replay the account insight and findings Map opportunities and focus areas Prioritise opportunities into an account plan Agree strategy by account Develop an account specific value proposition and supporting messages Identify key content assets Develop detailed go to market account plan Curate/develop content assets Deliver & execute against the plans Review each activity and its success Quarterly account review of overall plan Relationship mapping ABM strategy development session 1:1 calls with the sales/account team Group workshop: account strategy Group workshop: account messaging ABM Marketing campaign starts Quarterly review cycles Desk research

20 ABM 1:FEW Account Focus MBA s end-to-end ABM process for 1:FEW accounts Scoping your ABM Programme Account Insight Strategy & Planning Account Messaging & GTM Plan Campaign Development & Delivery ROI & measurement Week 1 Week 2-4 Week 5 Week 6 Week 7+ Week TBC Define programme objectives? What is the right ABM Model? Vertical segment or cluster identification Agree success criteria Industry sector profile Major players Industry drivers Pain points Competitive Landscape Regulatory Identify key stakeholders with contact details within cluster of accounts Replay industry sector insights and findings Map opportunities and focus areas Prioritise opportunities into a sector-based plan Agree strategy by segment/cluster Develop a specific value proposition for vertical/cluster and supporting messages Identify key content assets Develop detailed go to market account plan Curate/develop content assets Deliver & execute against the plans Review each activity and its success Quarterly account review of overall plan Relationship mapping ABM strategy development session 1:1 calls with segment and account specific sales leaders Group workshop: segment/cluster strategy Group workshop: segment/cluster messaging ABM Marketing campaign starts Quarterly review cycles Desk research

21 The Key Role of Insight in ABM

22 The key role of insight ACCOUNT INSIGHT BREAKDOWN 1 In-depth company profiles business model, financial overview, strategic priorities, SWOT analysis 2 Industry Overview overview and market size, with key trends 3 Executive profiles employee structure, educational background and career overview 4 Opportunity analysis Where your organisation has an opportunity to engage within the account 5 Stakeholder identification and relationship mapping key contacts, hierarchy and full contact details subsequently mapped by any current or past relationships 22

23 Setting KPI s & measurement criteria

24 ABM allows you to set precise targets by account or sector BUSINESS GOALS: Achieve xx revenue from an industry and/or account list Grow account(s) revenues by { xx or %} Break into new account(s) Reduce time to pipeline/deals by X Relative deal size compared to non-abm accounts MARKETING OBJECTIVES Increasing marketing value to sales Improved brand sentiment within accounts (NPS) Earlier customer engagement and reduced sales cycles Breaking into new parts of the organisation Greatly improved ROI on typical B2B marketing

25 ABM Content & Creative

26 INFOGRAPHICS With billions of content pieces posted online every day, producing content with visual appeal and impact is more important than ever. Infographics are a great way to tell a digestible story combining typography and iconography. Infographics are suited use in the early stages of the sales cycle and often ungated.

27 SOCIAL INFOBITES Infobites are snack-sized pieces of content optimised social channels and the mobile user experience. Written, designed and formatted to concisely support a campaign message, these content pieces can help increase both reach and impact with a social audience. Infobites are ideally suited the early stages of the sales cycle.

28 EBOOKS ebooks allow brands to tell a more comprehensive story relating to their proposition or solutions. Whilst still benefitting from optimised design, this form of content is suited engagement in the attract and nurture stages of the sales cycle.

29 BLOGS Blogging for businesses is a great way of driving traffic to your website, among other calls to action. With the option of integrating blogs into mature platforms such as LinkedIn, creating and posting blogs can also help elevate brand perception and establish thought leadership. BUT, there is an art to it! Correct blogging can add significant value to a brands inbound efforts.

30 WHITE PAPERS THE STARTING POINT FOR LEADING-EDGE TECHNOLOGY THE RISE OF CLOUD BROKING SERVICES: WHAT A CIO NEEDS TO KNOW 1 Longer form content still has it s rightful place in the modern marketing remit. Although the format may have changed to include more visual elements, the ability to communicate comprehensive and often complex messages is undisputed.

31 MARKET REPORTS Strategy & Insight Research European Medical Imaging Equipment Market arrow.com 1 Market research reports is a great way for marketers to predict how consumers will respond to new marketing strategies and proposition developments. Gain insight on and value from industry overviews, key industry and macro-economic trends and challenges, market share analysis, and general end-user business issues and pain points.

32 ACCOUNT AND CLUSTER SPECIFIC VIDEO CONTENT Media-rich content formats are a great way to bring your brand personality and message to life. Brands are able to deliver more immersive viewing experience, whilst taking advantage of mature video platforms and their SEO capabilities.

33 SALES ENABLEMENT Sales enablement encompass a wide range for formats and is an ideal way to align direct and indirect sales force behind a united message and brand from battle cards, to guides, to cheat sheets, to PowerPoint presentations.

34 ABM in practice

35 Most Commercially Successful Campaign Shortlisted B2B Marketing Awards 2017 Vertical Cluster ABM with HPE (DXC) HPE reorganised their business around a vertical approach to market and worked with HPE to develop the vertical ABM strategy across retail and finance We identified the top key accounts in collaboration with HPE and the personalised GTM execution plan to drive existing and net new client growth across multiple platforms. This became the cornerstone for their vertical ( cluster ) ABM focus 35

36 1. Approach based on MBA s defined ABM methodology Research & Insights 1 2 Scoping the ABM Programme Cluster & Account Insights Planning & Creative 3 Strategy & Planning 4 5 Industry Messaging & GTM Plan Asset Development Execution 6 7 Campaign Execution ROI & measurement

37 2. Vertical sector and account insights Industry themes Define retail and FSI sector map market size, geography, technology adoption Identify industry drivers & pain points (inc. regulatory issues) Understand competitive landscape Validate sub-segment model for targeting Validate top 15 key target accounts (based on revenue opportunity) Competitors Market size MarketMap Key influencers Associations Account profiles In-depth company profiles business model, financial overview, strategic priorities, SWOT analysis, technology & supplier background Executive profiles employee structure, educational background & career overview Opportunity analysis where HPE had an opportunity within the account Identify key stakeholder contacts with contact details ( & telephone numbers) per account Media Social networks Key events Stakeholder mapping Identify key stakeholder contacts Relationship mapping with client contacts

38 3. Industry Messaging & Go to Market Plan Research & Insight Data & Content Awareness Brand Awareness & Demand Generation INSIGHT DATA BUILD PAID COMMS MEDIA SUPPER CLUBS TELE MARKETING LEAD NURTURE STRATEGY & PLANNING CONTENT PRODUCTION MICROSITE QUALIFICATION SOCIAL LISTENING DIGITAL ECO SOCIAL NURTURE SALES ACTIVATION Activation and lead nurture CREATIVE SALES ENABLEMENT

39 4. Creative Messaging, Content & Asset creation The foundation of the campaign was the development of the interactive innovation model which guided retailers and financial services companies through their digital transformation journey. This was developed into a microsite with supporting content assets including thought-leadership points of view, blogs and a thought leadership supper club series.

40 5. Campaign Execution Interactive Innovation Model microsite Personalised communications Named targeted accounts Social Brands and social community (through SMEs) Thought leadership blog series VIP events (supper club series & VIP retail tour) Lead nurture and mapping and tracking through buying cycle

41 Measurement & ROI $150m pipeline value $33m revenue won within 12 months Sales and marketing alignment In-depth Industry insight Opportunity pipeline created Revenue wins Compelling messaging and value proposition 100% engagement across named accounts Net new relationships developed

42 McDonald Butler have worked extensively with me on executing on an integrated marketing plan across my FSI and Retail sectors. The team have great industry knowledge and have helped drive real intimacy with our key prospects through digital, social and account based marketing, always with a focus on innovation in our messaging Jeremy Suddards, VP Industries, HPE 42

43 Thank you