6 ABM Myths and How to Conquer Them | Engagio & AdRoll

The 6 Biggest ABM MythsAnd how to Conquer Them

Today’s Presenters

2

Charlie Liang Director of Marketing

Engagio

Jonathan Koo Team Lead, Digital

AdRoll

Elliott MooreContent, Webinar MC

AdRoll

Agenda

3

An Introduction To ABM

The Importance of Running ABM Campaigns

The 6 Myths Biggest Myths of Running ABM Campaigns

Starting an ABM Campaign

A Real-world Example

Measuring your ABM Campaigns

AN INTRO TO ABM

Modern Day Example: ABM

5

Account Based Marketing

(ABM) refers to the marketing

practices of identifying,

targeting, and converting the

key accounts that mean the

most to a business.

*Over 80% of marketers that measure ROI say that ABM

outperforms their other marketing investments. Source: ITSMA

Account Based Marketing Survey 2013≈≈

6

Why ABM over Traditional Display

• Target key accounts

• Maximize the value of each account

• More aligned marketing & sales org

• Hyper-personalization

7

Personalization: The full-funnel approach

ATTRACTReach new prospects

CONVERTTurn prospects into customers

GROWMaximize customer lifetime

value

8

Buyer Personas

● Each member of your

target audience has

different buying

objectives and

permissions.

MYTH #1Only Large Companies Can

Run ABM Campaigns

Previously only the largest companies

had the resources to devote staff to

targeting individual accounts. But

Technology has changed that.

It’s not about the size of your company,

but about the size of your average deals.

ABM for the masses

Let’s look at some sample scenarios

12

By the Numbers

ACV of Customer: $2,000

Willingness to Spend: $400 per opp

Assumes 20% conversion rate.

ACV of Customer: $100,000

Willingness to Spend: $10,000 per opp

Assumes 10% conversion rate.

Example 1 - $400 max spend

Example 2 - $10,000 max spend

ABM for the masses

● Targeting accounts has been around for

decades, from inside sales teams to the

largest agencies.

● The advancement of tools has spurred

the rise in new ABM

● What’s changed is how you reach out.

● Outreach is no longer a sales-only

pursuit.

● Outreach is not necessarily manual.

● From “nets” to “spears.”

● From manual to programmatic.

ABM from SMBs to Enterprise

13

ABM for the masses

MYTH #2ABM Operates in a Vacuum

Working with Other Departments

ABM requires a full business effort in order to be successful

15

Sales MarketingIdentifies Target accounts

Create

ads/content

Position

messaging

Run their

campaigns

Help qualify

leads

Qualifies

leads

Pitch

prospects

Close deals

Working with other departments

16 @engagio @adroll #ABM



MYTH #3Sales Should be the Only

Ones Selecting Accounts

Sales shouldn’t dictate account selection

● Rely on sales to communicate

nuances involved with

outreach to specific accounts.

● But don’t let their opinions of

which accounts are most

important to your business

solely dictate which accounts

you reach out to.

● Marketing and sales should

combine their knowledge of

business needs to choose

accounts.

Let’s explore why!

ABM should be a combined effort of sales and marketing

20

Sales should dictate account selection

Here’s why

Understand where your sellers are coming from

21

Happy and

healthy seller

A Seller’s Approach to ABM

● Assigned or begins a book of business

● Works for months to establish contact and

grow relationships

● Begins winning deals

● Works to close the “whales” that can help

them advance their career and make $

● Presented with an opportunity to identify the

accounts that will benefit the entire business

● Looks into their own book for accounts

A look into sales

This is why we call it “selection bias”; we

only see a selection of the outcomes, and

therefore draw false conclusions. And

the world of business is full of it.

— Harvard Business Review

Vermeulen, HBR.org, 2009

Data can help drive account selection

● The process of using data to identify our target accounts

● Can be a mix of predictive score, share of wallet, industry and verticals

● Identify decision makers and sphere of influence at each account

● Data hygiene is critical

● Lead to account matching

Ensuring against selection bias

23

Data can drive account selection

Where to find target accounts

Data can be pulled from things like:

24

Events Content Sales lists CRM

Demographic

Data

Firmographic

DataBehavioral Data

Where to find target accounts

Engagio’s Target Account Selection Committee

25

Breaking it down - Phase it out

26

Here’s what it looks like

3 parties, 1 spreadsheet

27

MYTH #4There is One “Right” Way to

Run an ABM Campaign

Who is the ABM starting 5?


Who is the ABM starting 5?

Digital MarketingDemand Gen / ABM

Marketing Ops

Field Marketing Head of Marketing


One-to-one and one-to-many

The traditional ABM model

31

The most hyper-personalized, and

the most time-consuming, form of

ABM. This method takes one

person and devotes their time to

attracting and closing a single

target account.

Similar to the one-to-one model.

This method reflects how most

outbound sales reps tailor their

outreach to their target accounts.

One-to-one & one-to-many ABM

One-to-one ABM One-to-many ABM

Demographic and Firmographic ABM

● Marketers focus on their long-held beliefs about which customers will

convert

● Examples include:

○ Serving ads to a specific location

○ Serving ads to specific businesses

○ Targeting titles of prospects

Targeting the accounts based on how your customers look

32

Your customer’s attributes are king

Demographic & Firmographic ABM

Programmatic ABM

Programmatic

● The easiest way to scale ABM campaigns

● Take your one-to-one campaign tactics, or even one-to-many (like at

an event), and apply them to ads that can reach thousands.

● Move from one-to-one ABM to hundreds or even thousands of target

accounts.

● Using programmatic allows marketers to take their target account lists

and reach out to them with fewer personal resources.

Pouring on the gas

33

Automating and scaling your efforts

Programmatic ABM

MYTH #5ABM Measurement is too

Hard to Do Well

● No need to completely change your company KPIs

● Apply the metrics you currently measure to gauge

marketing success and apply them to individual accounts

● Revenue can be shared between both marketing and

sales. Marketing will be able to help generate the leads and

sales will act to close them.

● Start with metrics that prove engagement and target

account coverage, then move to metrics that show whether

or not target accounts are closing and driving revenue for

your business.

Don’t reinvent the wheel

35

ABM measurement made simple

36

Measurement Metrics that Matter

Engagement

⠂ Content Downloads

⠂ Account signups

⠂ Sales Meetings set

The ABM Metrics That Matter

Bottom-line

⠂ Average Revenue

Per Account

⠂ Number of Closed

Deals

⠂ Retention / Customer

Lifetime Value

Efficiency

⠂ Cost per click

⠂ Cost per action

⠂ Cost per new

account

⠂ ROI

Retention/Upsell

⠂ Churn Rate

⠂ Length of account

activity

⠂ Upsell per account

Some Examples of

What to Measure


MQA: The Milestone for ABM




MYTH #6Everyone Runs ABM Well

and We’re Behind the Curve

Less marketers are running ABM than you think

Running ABM can get you ahead of the curve

43

*Data pulled from eMarketer

Of US B2B marketers currently have an ABM strategy in place, according to August 2016

Demand Gen Report research.47%

33% US B2B marketers invested in ABM in 2016 according to a May 2016 study that was

run by Kapost.

60% Of US B2B marketers who have an ABM strategy up and running, had been doing it

for less than a year in 2016.

Ensure you’re one doing it well

To ensure your campaigns are successful, personalize

44

ABM In Practice

46

Ad Personalization

47

Sample ABM Campaign - AdRoll

How did different emails formats perform?

48

Q & A

THANK YOU!

Appendix

Weaving ABM into your marketing efforts

● Offers

● Ebooks

● Articles

● Webinars

● Events

ABM should be one tactic in your marketing arsenal

52

ABM

Inbound Programmatic

● Web

● Social

● Email

● Search

ABM and your other marketing efforts