Meeting in the MiddleHow ABM helped Sales better understand Marketers

Fiona GallagherGroup Marketing ManagerLinkedIn Marketing Solutions

Andrew LowreyAccount DirectorLinkedIn Marketing Solutions

Today’s objectives

1. Share how LinkedIn thinks about ABM - for our customers and ourselves

2. Overview of our ABM Enterprise program

3. Key learnings and tips

Who are we?

Powering the growth of businesses on our platform

Generate leads, drive website traffic, and build brand awareness

Marketing on LinkedIn helps you engage a community of more than 660M professionals to drive actions that are relevant to your business

2015: Our ABM journey started

Our Approach

Two-tier approach to enable bespoke plans for Top 5 and “set menu” for Top 45

Accounts that need high touch support to drive significant upside and long term revenue growth opportunity

Large accounts needing support for retention or medium growth

Accounts with potential to become Tier 1

Top 5

Top 45

Top

50 (in

clude

s Top

5)

“Account-Based Marketing is a strategic approach that aligns resources against a set of defined, targeted accounts”

Multiple, coordinated workstreams

The Marketing Perspective: Learnings from working with Andrew & Sales

Partnerships Process Promotion

Partnerships

Partnerships

Source: LinkedIn ABM Jumpstart Report, Oct 19, Global survey 800+ B2B marketers

ABM partnerships are a marriage -not a prom date

Partnerships

Sales AgenciesCross-Functional

Partnerships

Process

Process

Key initiatives

Digital Campaigns

Sponsored ContentSponsored InMailSales NavigatorElevate

VIP networking events Product Pilots

Best practice/SupportHero Creation

Process

Promotion

Promotion

Digital: drinking our own champagne

73%58.42%-3%

-66% 49.18%

37.04%

36.35%

36.35%

33.04%

26.43%

24.37%

22.50%

16.57%

16.57%

8.07%

1.42%

0.00%

-76%

59%

190%

28%

79%

38%

4%

11%

49%

41%

270%

28%

0.00%-50.00%-100.00% 50.00% 100.00%

150.00%

200.00%

250.00%

300.00%

% Marketing DMs reached in Q1FY2019 % Increase in spent in Q2FY2019

99%

0.23%

of ABM accountstargeted in FY19 Q1 had a revenue uplift in FY19Q2

Promotion

Qualitative: Market like Sales

UK Sales Manager:

“Want to highlight the ABM program and how it helped us align priorities. We decided to invest and participate in client EMEA marketing summit where Mary and Tom spent two days networking with about 150 marketers across the region.

I'd call this out as cross functional strategy very well executed, and as always, great selling skills.”

T1 Account Director:

“The ABM program helped to build in a cadence for reflection on current status. Supported ideation and thinking outside of the box –having marketing and someone involved who isn’t in the accounts every day can help make suggestions that weren’t on the table”

Own your influence

Tier 1 account: new LOBs unlocked from prioritised access to new LinkedIn research secured by Marketing (influenced revenue)

Tier 1 account: growing C-suite relationship through increased engagement opportunities and hero creation (36% a/c growth, increased C-suite advocacy & access)

Promotion

The Sales Perspective: Learnings from working with Fiona & Marketing

Network Exercise Joint success

Network

Network

Understanding our buying committee

Our own research shows how buyer journeys are evolving.

We put this to practice by thinking how we could build activity in our ABM programme to reach people outside of our previous buying group.

Source: LinkedIn EMEA Tech Buyer Journey research 2019

Program and Project Management

Quality Assurance

Human Resources

Media and Communication

Thought leaders

Product Management

External Consultant/Advisor

Sales and Marketing

Business Development

Technology Users

Engineering

Professional Peers

Finance and Operations

IT

0% 5% 10% 15% 20% 25% 30%

Network

All these functions highlighted communication as key to choosing a partner

Source: LinkedIn EMEA Tech Buyer Journey research 2019

Follow-up: robust feedback was collected and acted upon in a timely manner; peers/colleagues felt their input was used constructively

Planning: a realistic, well-timed plan was put into place and followed

Training: my organization vendor – provided adequate training/education tailored to the needs of different individuals

Vendor Support: received support and was assisted when solution did not meet expectations established during buying process

Communication: My Teams were made aware of the benefits of new solutions and understood howthis new technology would impact our day-to -day

3.35

Management: during roll-out, my organization leveraged internal champions or POCs from C-suite to individual contributors, highlighting quick wins along the way

3.40 3.45 3.50 3.55 3.60 3.65 3.70 3.75

3.72

3.63

3.56

3.55

3.55

3.50

Exercise

Exercise

Challenges

Unreliable data on who to target within accounts

42%

43%

41%

40%

Content personalized at scale for your target accounts

Developing the right content for a buyer group

Providing impact on the sales pipeline

ABM Challenges (% Quite + Extremely Challenging)

Exercise

22

Joint Success

Joint success

How I think of ABM with our clients and internally• Account Selection

• Tailor the approach using data

• Convert and nurture for long term engagement

ABM FUNNEL

Identify Accounts

Nurture accounts with personalized content

Convert them into clients

Joint success

The outcome: better results for our clients

94K leads in CRM data

45K leads matched with LinkedIn

12Kleads saw an impression

Avg. Deal Size

LI Influenced Opportunities

Non-LI Influenced Opportunities

Joint success

1

2

3

In summary

Keep it simple

Help Leadership understand contribution

Speak each other’s language

Thank You