#FlipMyFunnel Atlanta 2016 - Matt Senatore - The Account-Based Marketing Technology Stack

#FlipMyFunnel

December, 2016The Account-Based Marketing Technology Stack

Matt Senatore

Service Director – Account-Based Marketing

@MattSenatore

2 © 2016 SiriusDecisions. All Rights Reserved@MattSenatore

#FlipMyFunnel

Mark

eting T

echnolo

gy

A Massive – and Expanding – B-to-B Marketplace

Sale

s T

echnolo

gy

Analytics

API Management

Business

Intelligence (BI)

Channel Marketing

and Management

(CMM)

Contact Data

Management

Content Display

Content Marketing

Customer Advocacy

Management

Customer Intelligence

Management

Customer Journey

Mapping

Customer Success

Management

Digital Asset

Management

E-commerce

Email Service

Provider

Emerging –

Marketing

Event

Applications

Event

Management

File Sharing and

Collaboration

Marketing

Attribution

Marketing Automation

Platforms (MAPs)

Marketing Resource

Management (MRM)

Predictive

Lead Scoring

Project

Management

PR

Management

Social

Collaboration

Social Media

Intelligence

Social Media

Management

Tag

Management

Video

Web Analytics

Webinar

Providers

Website

Optimization

Analytics

API Management

Business

Intelligence

Channel Incentive

Management

Configuration,

Pricing and Quoting

Contact Data

Management

Contract

Management

Dialers

Emerging – Sales

File Sharing and

Collaboration

Gamification

Online Chat

Partner Relationship

Management (PRM)

Predictive Lead

Scoring

Project Management

Sales Asset

Management (SAM)

Sales Compensation

Management (SCM)

Sales Force

Automation (SFA)

Sales Prospecting

Sales Training

Social Collaboration

Territory Planning

Value Actualization

Tools

Token Flip My Funnel

Visual


#FlipMyFunnelIf It Sounds Too Good to Be True, It Probably Is

All-in-One ABM “System”


#FlipMyFunnelExecutive Summary

• Key issues

• Adoption of account-based marketing (ABM), which is accelerating rapidly in b-to-b,

must be operationalized with technology

• Foundational technologies are already in place throughout many organizations; these

should be leveraged appropriately to support ABM

• Emerging technologies should be evaluated by their ability to extend ABM capabilities

and impact business results

• What you will walk away with

• A framework to guide understanding of ABM solution categories

• A list of foundational and emerging ABM technology categories

• Examples from leading-edge ABM practitioners

SiriusPerspective:


#FlipMyFunnelAccount-Based Marketing or Marketing to Accounts?As interest in ABM grows, so does the range of ABM definitions;

organizations must choose the best approach to deliver on their growth goals.

Marketing to Accounts:• Target accounts based on firmagraphics and

what sales wants

• Contacts in accounts get tactics and offers

focused on what you want to tell or sell

• Accounts scored like leads based on fit and

activity

• Success based on delivering new account

leads to sales or partners

Level of customization based on account insights

Account-Based Marketing:• Insight-based account selection,

prioritization

• Account plans linked to buying

center/contact and specific goals

• Tactics chosen based on account

insights, preferences and needs

• Success based on account

influence, growth, relationship

status, sales/partner productivity

Low High

SiriusPerspective:


#FlipMyFunnelABM Technology Investment AcceleratesAs ABM deployment accelerates in b-to-b, companies continue to make

significant investments in technology to accelerate and extend their capabilities.

87% 73% 58%Source: SiriusDecisions 2016 State of ABM Study

Share of companies that said

ABM is “extremely” or “very”

important to overall marketing

efforts in 2016

Share of companies that say

ABM investment is greater

or significantly greater in 2016

vs. 2015

Share of companies that

plan to invest in services or

technology for ABM in 2016

SiriusPerspective:


#FlipMyFunnelThe SiriusDecisions ABM FrameworkCompanies with the best ABM results follow a defined process built on a

solid foundation of insights, skills, communication and technology.

Education

Scoping

Resourcing

Assessment

Opportunity

Identification

Scoring

Selection

Prioritization

Goals

Messaging

Support

Inventory

Tactic Selection

Plan Delivery

Pilot

Expansion

Full Rollout

Participation

Optimization

Audiences

Format/Timing

Metric Selection

Maturity Selection

Maturity Audit

Benchmarking

Preparation Prioritization Planning Execution Measurement

SiriusDecisions

Account-Based Marketing Process Framework

Insights

Interlock/Communication

Technology Infrastructure

Organization, Roles and Responsibilities, and Skills and Training

SiriusPerspective:


#FlipMyFunnel

Education

Scoping

Resourcing

Assessment

Opportunity

Identification

Scoring

Selection

Prioritization

Goals

Messaging

Support

Inventory

Tactic Selection

Plan Delivery

Pilot

Expansion

Full Rollout

Participation

Optimization

Audiences

Format/Timing

Metric Selection

Maturity Selection

Maturity Audit

Benchmarking


SiriusDecisions

Account-Based Marketing Process Framework

Insights

Interlock/Communication


Organization, Roles and Responsibilities, and Skills and Training


The SiriusDecisions ABM FrameworkCompanies with the best ABM results follow a defined process built on a

solid foundation of insights, skills, communication and technology.

SiriusPerspective:


#FlipMyFunnelABM Technology FrameworkThe ABM Technology Framework identifies the foundational and

emerging technologies across the ABM process.


Marketing Sales IT/Other

“Technologies that are making their way into the b-to-b marketing and sales mix”

Em

erg

ing

“Technologies that have been around for a while and are either currently

being used for ABM or can be extended for ABM use”

Fou

nd

atio

na

l

SiriusPerspective:


#FlipMyFunnelABM Technology: PreparationABM success begins with deploying tools to support scalable access to

resources and internal collaboration, plus training to upskill new ABM practitioners.

File Sharing and Collaboration

Account Intelligence (Contact Data Mgmt.)

From: To:

No defined scope for ABM

efforts

Clear scope for ABM in

marketing portfolio

Individuals/teams define

independent processes

Shared best practices and

processes

ABM team creates its own

assets; local storage and

ad hoc sharing

Central hub for resources,

assets and collaboration

On-the-job training Formal training and coaching

Preparation

Em

erg

ing

Fou

nd

atio

na

l

Learning Management Systems



#FlipMyFunnelPreparation = Client Example

http://one.emc.com/clearspace/community/active/ww_field_marketing/account_based_marketing?view=overview

http://one.emc.com/clearspace/community/active/ww_field_marketing/account_based_marketing?view=overview

SiriusPerspective:


#FlipMyFunnel

Prioritization

Em

erg

ing

Fou

nd

atio

na

lABM Technology: Prioritization

Tools are combining internal data with external data and using machine

learning to enable best-account prioritization and focus.

Intent Monitoring

Predictive


MAP

SFA

Finance/ERP


From: To:

Manual building of lists in

MAP/SFA

Data-driven approach to

prioritization

Finding white space from data in

finance systems; using

predictive for lead scoring

Utilizing predictive analytics for

prospect sourcing, customer

scoring, opportunity scoring

Intuition-led approach to

account focus

Monitoring key accounts,

intent surging


#FlipMyFunnelPrioritization = Client Example (SalesLoft)

• Understand, segment and prioritize

the best accounts and contacts for the

sales team

• Leverage intent data to identify

signals that indicated a buying

decision

• Adapt sales process to incorporate

data-driven prioritization

• Transform outreach strategy based

on predictive intelligence


#FlipMyFunnelPrioritization = Client Example (SalesLoft)

Appointments

115%

Conversion improvement

for marketing leads to

appointments

EverString

surfaces the

meaningful details

and accounts that

make a good fit for

our company.

-Kevin O’Malley, VP of

Marketing, SalesLoft

Conversion

700%

More likely that A-grade

company converts

Feedback

SiriusPerspective:


#FlipMyFunnel

From: To:

Static, offline planning process

and documentation

Online planning resources

Siloed plan development Shared planning process

and tools

Limited buying center and

contact behavioral insight

Tactic selection based on

behavioral insights

Annual cycle Regular refresh cycle based on

insights or strategy changes

Planning

Em

erg

ing

Fou

nd

atio

na

lABM Technology: Planning

The most efficient and scalable ABM programs make planning a

dynamic process that reflects what sales and marketing do best to engage accounts.

Social Media Intelligence


SFA

MAP

Sales Account Planning

Sales AssetManagement

Customer Journey Mapping


SiriusPerspective:


#FlipMyFunnel

Execution

Em

erg

ing

Fou

nd

atio

na

lABM Technology: Execution

Tool usage and adoption allow more one-to-one execution and

coordination across multiple channels and delivery mechanisms.

Gamification

Dialers

Customer Intelligence Mgmt.

Content Display/Personalization

Display Advertising and Retargeting

Sales Asset Management

Digital Asset Management


SFA

Value Actualization Tools

Integrated DM

Predictive

Customer Success Mgmt.


From: To:

Random acts of best-in-class

execution, but not systemic

cross-functional programmatic

coordination

Coordinated omni-channel,

cross-functional deployment

More one-to-all, broader-based

deployment

Increased personalization

leveraging real-time customer

insights – aligned back to

account goals

*Note – this is an abridged version

Account Intelligence

SiriusPerspective:


#FlipMyFunnel

From: To:

Offline reporting; ad hoc

requests for analysis

Online access to reporting and

analytics on demand

Retrospective view;

focus on activity more than

impact

Real-time visibility into

customer relationship status

and buying signals

Siloed views based on

technology deployment

Diagnostic measurement

Linear link to demand outcomes Correlation to demand and

relationship outcomes

Measurement

Em

erg

ing

Fou

nd

atio

na

lABM Technology: Measurement

Technology makes measurement part of every step in ABM, showing

progress toward goals and proof of marketing’s contribution to results.

Customer Success Management

BI – for ABM

Web Analytics

Business Intelligence

Finance/ERP

MAP

SFA


SiriusPerspective:


#FlipMyFunnel

Fou

nd

atio

na

lBringing It Together: ABM Technology Ecosystem

The SiriusDecisions ABM Technology Ecosystem enables organizations

to categorize and prioritize foundational and emerging technologies.

Em

erg

ing

Web Analytics

Business Intelligence

Ad Tech (Advertising/Retargeting)

File Sharing and Collaboration

Marketing Automation

Finance/ERP

Sales Asset Mgmt.

Social Media Intelligence

Dialers (Appt. Setting)


Sales Force Automation

Finance/ERPAccount Intelligence (Contact Data Mgmt.)

Sales Account Planning

Cust. Intelligence Mgmt.

GamificationPredictive

BI for ABMCust. Journey Mapping PredictiveLearning Management

Customer Success Mgmt.

Value ActualizationIntegrated DM

Intent Monitoring




#FlipMyFunnelAnother Client’s ABM Journey - EverString

T E A M


#FlipMyFunnelEverString’s ABM Tech Stack


#FlipMyFunnelIllustrative Execution (Engage/Accelerate)

Smart Lists &

Custom Nurture

Sales-led

Personalized

Messages –

multiple mediums

Online content-hub

for account-

specific

engagement

Account-based

display advertising

Integrated Direct

Mail w/Marketo

Video

engagement &

analysis

Social Insights from

account/contacts for

deeper

personalization

Lead to account

matching; marketing

and sales play

orchestration

Account-based

retargeting

Account-based

insights for

personalization

22

#FlipMyFunnel

© 2016 SiriusDecisions. All Rights Reserved@MattSenatore

Action Items

• Marketing

• Assess which foundational technologies are already in place

and should be used for ABM exploration

• Evaluate emerging solution categories based on new use

cases and put a pilot in place to test potential impact

• Sales

• Share account and contact details and account plans with

marketing, and provide access to data and systems

• Partner with marketing during the vendor evaluation and

selection process to get mutual benefit from new tech

23

#FlipMyFunnel

© 2016 SiriusDecisions. All Rights Reserved@MattSenatore

SiriusDecisions Resources

• Research

• The Account-Based Marketing Technology Ecosystem

• Account-Based Marketing: The Digital Toolkit

• Leveraging Predictive Technologies for Account-Based

Marketing

• The SiriusDecisions Sales and Marketing Technology

Assessment

• Select Practice: Demandbase: Account-Based Marketing at

Scale Delivers Results

• Learning

• ABM Pathways

#FlipMyFunnel Atlanta 2016 - Matt Senatore - The Account-Based Marketing Technology Stack

Marketing

Transcript of #FlipMyFunnel Atlanta 2016 - Matt Senatore - The Account-Based Marketing Technology Stack