The Future of ABM, MassTLC demand gen peer group

The Future of ABMMark Goloboy, VP Demand Generation

Training CoachingContent

Authoring

A single platform for driving sales readiness

• Marketing Ops Manager

• Product Marketing Manager

• Business Development and Renewal Reps

• Customer Service Managers / Reps

• Full Stack Software Engineers

We’re Hiring!

2016 saw a record

number of CMOs lose

their jobs…

…the #1 reason for CMO

job loss was failure to show business impact

The CMO Council / Deloitte

87 percent of respondents

stated that account-based

marketing is “extremely” or

“very” important to their

overall marketing initiatives.

Sirius Decisions “State of ABM 2016” Study

• ABM Basics

• ABM + ABSD – Sales and Marketing Alignment

• Attribution

• New Tools and Technologies

The Future of ABM

ABM Basics

Basics: Account Based Marketing

• Defined: a structured approach to developing and implementing highly

customized sales and marketing campaigns - ITSMA

• Benefits of ABM:- Sales and Marketing Alignment

- Customer Focus

- Enterprise Consideration

- Efficient Results

Adapted from Sirius, Engagio, and Radius Diagrams

Large

Globals/Enterprise

Target Accounts

(RT / Revenue)

Non-RT

Small / MidSize

Demand

Generation

Account

Based

Marketing

Custom Account

Plans

(1s to 10s)

Targeted Advertising

(100s to 1000s)

Inbound and Mass

Marketing

(1000s to 10,000s)

Basics: ABM Methodology

Execute

Tactics

Measure

and

Improve

Develop

Strategy

Choose

Accounts

Review

Account

Intel

Develop

Account

Plan

Strategy Sell HQ / Enterprise DealsIncrease Engagement and Multi-

Product UsageSolution Selling to Largest

Accounts Fortune 500 Accounts Top 200 Customers 25-50 US Accounts

Intel Competitive Data, Predictive Analytics, LTV, Segmentation

Sales Revenue, Product Usage, Engagement

Data Science, Install Base, Behavioral, Social Monitoring

Plan Communicate Potential Scale of Consolidated Efforts

Targeted Communications (Sales and Marketing) to Customer Champions

Find and develop new solution opportunities at largest accounts

Tactics Review Account Hierarchies, Discuss Competitive Environment

Champion Development, Educational Marketing, Account & Champion

Events

Targeted Ads, Custom Websites, Exec Attendance at Local and CIO events

Measure Increased Share of Wallet Increased Product UsageIncreased Engagement and Marketing

Influenced Opportunities

ABM Examples

ABM + ABSD

Sales and Marketing

Alignment

Leads still come in…

Demand Gen isn’t going

away

The Fundamental Problem…

Sales outreach should be

prioritized based on

customer engagement

Orchestration Tools

1. Someone Told Them to Research Brainshark!

2. We need new tools to see trends

3. These are not typical leads!

49 “Leads” from One Company in 60 Days

Orchestration Example 1: InsideSales.com

Scenario: Sales follow up to executive response from highly scored account

Orchestration Example 2: Engagio

Scenario: Sales follow up to executive response from highly scored account

ABM Measurement

& Attribution

1.First / Last Touch Attribution is not ABM

2.Multi-touch attribution is hard

3.Opportunity review is painful

So, how should we attribute success?

Anatomy of a Marketing Sourced Deal

9/30/16

Closed

Won

Purchased

List

BDR NAM

Sent 7 Email

Campaigns

Order

Form

Generated

Meeting

New

Buyer

Meeting

Multiple

Calls,

Presentation

Sent

AQL’d

Attended

Sirius

Decisions

Summit

Sent

Invitation to

SD

Submitted

Form -

Website

Conversions

Submitted

Form -

Website

Conversions

Submitted

Form - PPC

Submitted

Form - PPC

Viewed 1

Web page

TQO

Created

Global Head of Sales Enablement

Oppty Created: 6/8/2016

Oppty Closed: 9/30/2016

Oppty Value: $$$

ACV: $$$

5/24/16

Sales

Enablement for

Dummies Book

Sales

Enablement

eBook

GE Session

Attendee

11/12/15

7/29/152/25-5/19/15

5/4/15 9/25/15

1/30/15 5/17/16

5/31/16

6/3/16

6/15-8/18/16

6/9/16 6/30/16

8/9/16

9/29/16

9/30/16

Sales

Enablement for

Dummies Book

Forbes

Bridging the

Sales

Productivity

Gap

Homepage

Formatted

email sent by

Rep

8 emails /

calls from

BDR – one

connect

6/1-6/8/16

Sent 7

emails –

none

opened

Key Executive Level Metrics

1. Search Traffic to Sales Readiness Keywords (SEO)

2. AQLs: Total, Progressed, Rejected, Still Open

3. TQOs: By Campaign, BDR, and ASP

4. New Marketing Sourced Opportunities: #, $$, ASP

5. % of Closed Won dollars that marketing sourced

Customer Lifecycle Measurement – But not ABM Measurement

AQL

TAL SAL

TQO

$$$

SQO

Full Circle Insights

New ABM Tools

And

Technologies

Thank You!