Beyond the Hype: How to Create and Measure an ABM Strategy

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Beyond The Hype: How To Create And Measure An ABM Strategy

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Featured Speakers

Alex Krawchick Senior Director, Analytics &Product Management

Full Circle Insights

@krawchick

Nani JansenSenior Manager, Marketing Operations

Demandbase

@nannekej

MODERATOR:Andrew GaffneyEditorial DirectorDemand Gen Report

HOW TO CREATE AND MEASURE AN ABM STRATEGYBEYOND THE HYPE

AGENDAHOW DO YOU GET YOUR DATABASE READY FOR ABM

HOW DO YOU CREATE AND TRACK A TARGET ACCOUNT LIST

HOW DO YOU DETERMINE GOALS

HOW DO YOU SET YOURSELF UP FOR SUCCESS

HOW DO YOU MEASURE PERFORMANCE

HOW DO YOU ENABLE YOUR SALES TEAM

@Demandbase

© 2016 Copyright Demandbase

DEMAND GEN EVOLUTIONTHEN NOW

VOLUME QUALITY BUSINESS METRICS

low conversion quality data high conversionIncomplete data

VANITY METRICS


CHALLENGES

POOR TRANSLATION marketing investment not tied to revenue1

2 LOSING LEADS Sales won’t follow up on poor leads

x

x


SMARTER

Collaboration vs. Conflict

Quality vs. Quantity

Efficiency vs. Wastefulness

Proactive vs. Reactive

Intelligence vs. Leads

You are on the right track when

INFRASTRUCTUREDATA INTEGRITY


COST OF BAD DATA

Poor Customer Data Costs $611 Billion per year for U.S. Firms

of Average Database Contains Critical Errors

More Revenue can be Generated from Quality Data

UP TO

25% UP TO

70%

SOURCE: Celsius INT – Sirius Decisions -Gartner


THE 1-10-100 RULE

To Prevent

To Correct

To Do Nothing

COSTS TO THE COMPANY…


STATE OF THE DATABASE

Prioritize WHAT you need to do and WHERE your problems are

How many accounts/contacts do you have?

Is the relevant data structured and organized so that you can market them??


TIPS FOR YOUR TARGET ACCOUNT LIST

Identify the accounts in your CRM Validate relevant data (firmographics

contacts, etc.) Push data between CRM and MAS Create flexibility: system for adding and

removing target accounts

The tactical step after building your list is to identify it in CRM


SET DATABASE BENCHMARKS

This isn’t one-size fits all.


SET SPECIFIC GOALS

The size of the account might lead to different goals


STANDARDIZING DATA

Low hanging fruit to make conversion easier.

Useful for segmentation, lead scoring, lead routing and sales enablement.

ABM & Forms

HOW DO YOUCREATE A TARGET ACCOUNT LIST


CREATE A TARGET ACCOUNT LIST

\\\

\\\\\\\\\\\\\\\

Secure agreement from ABM

Leadership Team

Verify and iterate with field sales

Update at regular

intervals

Build an initial list

4321It’s A Collaborative Process


HOW DO YOU TRACK IT

CheckboxesIdentify your account in SFDC to report and prioritize

Opportunity InfluenceThink about the full buyer experience to go beyond the first/last touch

HOW DO YOUDETERMINE GOALS


HOW TO DETERMINE GOALS

MARKETING FINANCESALES

Align


INCENTIVIZE YOUR MARKETING TEAM

BUSINESS OBJECTIVES

PIPELINE

Based on


MEASURE

1

23

Select focus areas

Identify what is working

Set a baseline

HOW DO YOUSET YOURSELF UP FOR SUCCESS


PLANNING FOR SUCCESSIs it the right target account list?

What percentage of pipeline is on your target account list?

Why is xx% coming from outside of your target account? Do you need an audit?


PLANNING FOR SUCCESSHow do your Target Account funnel metrics compare to your Non-Target Account metrics?


PLANNING FOR SUCCESS

SamPeterKatie

RoryJustin

by SDR

by AE

by CSM

Target Account Distributions

HOW DO YOUMEASURE PERFORMANCE


• % target account COVERAGE

• % target accounts TOUCHED

• % target accounts ENGAGED

• % target accounts IN SALES CYCLE

ACCOUNT ANALYTICS


MEASURE PERFORMANCE• Understand how Target Accounts are performing relative to one another


MEASURE PERFORMANCE• View activities in specific Accounts


MEASURE PERFORMANCE• Compare Target- vs Non-Target Account cohorts


MEASURE PERFORMANCE• Gain clear visibility into operational KPIs


MEASURE PERFORMANCE• Explore Opportunity metrics


REVENUE PERFORMANCE

BUSINESS OUTCOMES

Close Rates

ACV

Funnel Velocity



WHAT ABOUT CUSTOMERS?

ADVOCACYRENEWALONBOARDING

Lifetime Value

INFLUENCE

HOW DO YOUENABLE YOUR SALES TEAM


ENABLE YOUR SALES TEAM

Look at the breakdown of teams• Who are you feeding?• What is the distribution?

How can you enable who you are feeding?• Reports, follow-up assets, email templates

How do you incorporate sales?• Feedback on quality of programs and accounts

KEY TAKEAWAYS


KEY TAKEAWAYS

• Determine and align goals with Sales

• Collaborate on target account list• Track your list

• Measure success against goals

• Enable Sales with the right resources

THANK YOU

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How Are We Doing?

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Q&A / Speakers

Alex Krawchick Senior Director, Analytics &Product Management

Full Circle Insights

@krawchick

Nani JansenSenior Manager, Marketing Operations

Demandbase

@nannekej

MODERATOR:Andrew GaffneyEditorial DirectorDemand Gen Report

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Beyond the Hype: How to Create and Measure an ABM Strategy

Marketing

Transcript of Beyond the Hype: How to Create and Measure an ABM Strategy