ABM / Account Based Marketing business case / ROI Vendemore with Bisnode

Christopher EngmanFounder and Head of [email protected] +46 735 101974

Customer case: BisnodeCapabilities used: 1) Account selection2) Insights3) Content4) Orchestration5) Targeted delivery6) Measurement

BisnodeTargeting: - Existing customers for cross/up selling. Almost always several ongoing sales processes

per account. - 5 primary industry verticals

Challenges:- Too few contacts per account- Product focused sales organization (rather than solution selling)- Lack of knowledge of total offering within the customer organization (and within our

own sales organization)- Fierce competition (often cheaper alternatives) for many of the offerings

Expected effects:- Increased number of deals and higher order values- Higher awareness within the customer organizations- Increased cross sell

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Aligning marketing investments with business opportunities

$

Clients

Potential revenue

Existing revenue

Similar clients

Top 50

Next 50

Next 100

ABM – Named accounts

B2B General marketing

Sales resources

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Account specific content or “Poker cards”? …industrial scale ABM requires the “poker card” usage…

Retail references

GuideGetting started

Infograph Solution area A

Competitor X

Bank references

Selection guide

Recorded webinar

Solution area B

Competitor Y

Telcoreferences

Pain 1 Market leadership

Solution area C

Competitor Z

Pharmareferences

Pain 2 2 min video

Solution area D

Status quo

Generic references

Pain 3 3 min video

Gartner report

Sirius report

Solution area A

Solution area B

Solution area C

Solution area D

Customer 1

√ $ ≠ √

Customer 2

$ ≠ ≠ √

Customer 3

√ √ $ √

…

Customer 89

$ $ ≠ √

Customer 90

√ ≠ ≠ $

Content / Ad library / ”Poker cards” Message to Account mapping

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Account Based vs. List Based Marketing

HighPriorit

y

Medium priority

Low priority

Insufficient Sales resources

Inability to prioritise Account Based Trawling vs List Based Marketing

Current Sales focus Account Based Marketing

Search + MA

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Bisnode uses a mix of general, vertical specific and account specific content and ads

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Example content journey

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Bisnode mixes content per account based on tactical situation.

Bisnode Europe

CX Retail

CX Mistakes

CX Video

Predictive Analytics Fraud Credit

Solutions Compliance RSS News

Retail 1 x x x xRetail 2 x xRetail 3 x x x xBank 1 x x x xBank 2 x x x xMunicipality 1 x x xMunicipality 2 x x x x

- Where they are in the sales processes. - Cross selling initiatives- Defence. At the end of contracts.

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- Account prioritization- Solution prioritization – for which sales process is the customer engaging with

the content- Next step: Persona type via media category

Bisnode insights for sales include:

Bisnode Europe

CX Retail

CX Mistakes

CX Video

Predictive Analytics Fraud Credit

SolutionsComplianc

eRSS

NewsRetail 1 0,03% 0,04% 0,08% 0,24%

Retail 2 0,07% 0,09% 0,02%

Retail 3 0,19% 0,14% 0,21% 0,04%

Bank 1 0,05% 0,16% 0,8% 0,10%

Bank 2 0,03% 0,06% 0,09% 0,11%

Municipality 1 0,03% 0,05% 0,06%

Municipality 2 0% 0,06% 0,14% 0,03%

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CONTACTSLinkedIn

CRM

TRAFFICUnique VisitorsRepeat Visitors

REVENUEOPPORTUNITIESNo. of Opportunities

Pipeline Value

Campaign ProgressionKPI to ROI

Volume

Time

AWARENESSCONFIDENCE TRUST

Historical AnalysisA/B Testing

Before ABM Campaign Short Term Effects Long Term Effects

A

B

Deals per AccountDeal VelocityDeal Expansion

AWARENESSCONFIDENCE TRUST

January/15 February/15 March/15 April/15 May/15 June/15 July/15 August/15 September/15 October/15 November/15 December/15 January/1610000.0

20000.0

30000.0

40000.0

50000.0

60000.0

70000.0

80000.0

90000.0

100000.0

Total Trend

20000 SEK Gap

50000 SEK Gap

Invoiced Amount Per Customer

Per Month

- Sales has gone from suspicious and unengaged to enthusiastic about ABM. - Marketing and sales are working closely together. - Marketing and sales have aligned their KPI’s. - Marketing have adopted an ABM-based content strategy.- Marketing are producing more content that is balanced across the customers’

buying process – from easy check-lists, customer cases to heavier content such as business cases and white papers.

- Bisnode is attending less fairs and sponsoring less external events as they have a much lower ROI than the ABM-program.

Bisnode’s key organizational learnings after working with ABM for 18 months:

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• Account Based Marketing vs List Based Marketing

• Poker cards• Trawling (you need to be able to turn on and off

accounts and ads per account)

• 50% of the value of ABM is to enable prioritization of sales people’s time

• which accounts,• which themes/solution areas,• which personas/functional roles

• Bisnode case: 150% higher revenue increase, 13% shorter sales cycles, more deals per account (A-group vs B-group)

Summary

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