1、ABM OUTLOOK SURVEY 2018 ABM OUTLOOK SURVEY 2018 An Overview of the State of Account Based Marketing Table of Contents 3 About the Study 4 ABM Strategy 13 The ABM Team 20 ABM Measurement 26 ABM Challenges 33 Key Takeaways and Opportunities About the Study In January 2018, Engagio conducted a comprehe

2、nsive survey of more than 1,260 companies to assess trends in B2B marketing. 37% of responses were from small companies (100 employees or less), 44% of responses were mid-market companies (between 250-2,500 employees), and 19% of responses were from enterprise companies (2,500 and up employees). Res

3、ults from that survey are used throughout this book; when percentages are used its against a fluctuating total number of respondents in that range. This is an inside look at the state of Account Based Marketing. More specifically, our research examined: l How companies are utilizing ABM as a strateg

4、y l How organizations are structuring their teams to support ABM l How ABM can be measured at different stages l The challenges most organizations are facing regarding ABM Along with showing the results, weve included our interpretation of the data to help you draw insights and apply them as you con

5、tinue down your ABM journey. The research underscores where companies are at with their ABM programs and the key challenges they are facing. Regardless of your company size or maturity, there is always a need to grow your business and drive efficiency. The data from this survey illustrates how ABM c

6、an help. 3 . Section 1: ABM Strategy At a glance: ABM Maturity ABM/Demand Gen Mix ABM Budget 5 ABM Strategy How would you describe your companys maturity with ABM? 7.22% 23.92% 44.95% 19.07% 4.85% Advanced No plans to get started Thinking about getting started Well underway Just started 23.9% of com

7、panies reported having ABM programs that were well underway or advanced. 6 ABM Strategy Many organizations are still getting started with ABM. In a separate survey by ITSMA and the ABM Leadership Alliance, 89% of respondents reported a higher return on investment (ROI) from ABM than traditional mark

8、eting initiatives if their ABM program was in place for more than two years. A vast majority (85%) of companies - even those that have NOT had an ABM program in place for two years - are still seeing better ROI with ABM. Many organizations will use a combination of ABM and also some demand generatio

9、n. Figuring out the balance will depend on the types of companies you market and sell to. 27.01% 8.14% 64.85% Demand generation Account-based marketing Mix of both What marketing strategies do you currently use? 64.8% of companies are currently using a mix of ABM and traditional demand generation pr

10、ograms. 7 ABM Strategy Fewer than 10% of companies are using ABM exclusively while about 27% report using only demand generation a hybrid approach is common for most B2B organizations. “Best-in-class organizations deftly integrate their campaigns and programs to utilize both inbound and outbound mar

11、keting tactics, often for different purposes.” Jason Hekl, Vice President 2) Establishing an account foundation; and 3) Running ABM plays. Checklist for Building Alignment 4 DO know why youre doing ABM 4 DO position it as a strategic initiative 4 DONT describe ABM as the next big marketing campaign

12、4 DO sell it to Sales 4 DONT tell Sales which accounts to go after. (They dont want to be told who to sell to). Get their input and make it a joint process 4 DO agree on resources committed to each style of ABM accounts 4 DONT expect results overnight; big wins in ABM can take a while 4 DO over-comm

13、unicate to let everyone know whats happening . Section 3: ABM Measurement At a glance: AMB Metrics Measurement Support 20 ABM Measurement What ABM measurement do you track? Revenue generated Meetings set Pipeline created 21 ABM Measurement Theres no surprise here. But what was surprising was that th

14、e top reported metrics were the same metrics that demand generation marketers tracks. Metrics are crucial for all marketers, and the rise of ABM requires a new way of thinking about measuring success. By definition, lead-based metrics are insufficient for ABM because the old models count every lead

15、as “the same.” In ABM, we certainly know this is not the case. Ultimately, you must connect your ABM initiatives to revenue generated. However, with longer sales cycles, multiple people involved on both sides of the table, and many touch points, measurement and attribution can be hard without the ri

16、ght tools. “Revenue generated” was the #1 reported metric for organizations doing ABM. Demand GenAccount Based Marketing “Person-centric”“Account-centric” l Decision maker l End users l Influencers Up to 17 people influence enterprise purchases (up from 10 in 2011) 22 ABM Measurement It is about ask

17、ing the right question, at the right time: There are three main categories of ABM analytics: l Engagement: Am I creating and deepening relationships with target accounts? You can evaluate engagement for EARLY stages of ABM initiatives. l Journeys: How do accounts move through buying journeys to desi

18、red outcomes (e.g. pipeline and revenue)? This is a mid-stage measurement - are you doing a good job moving accounts to the next stage (ex: MQA - opportunity) l Attribution: Which marketing activities work? What is the return on investment of my marketing programs? 1. We just launched the pilot/init

19、iative - are we engaging people at our target accounts? 2. What % of our accounts are we progressing to the next stage? - ex: meetings, pipeline, cross-sell? 3. We ran four types of program initiatives - which worked best? 23 ABM Measurement Measuring impact of ABM & Attribution Orchestrating accoun

20、t interactions & running plays Developing account plans & insights Where would you like to see more ABM content published by analysts or vendors? 24 In ABM, teams need a quantifiable way of measuring success as accounts develop and progress through the stages to becoming a customer. Here is a helpfu

21、l framework to use: ABM Measurement When asked what content theyd like to see published more, the #1 topic was “measuring the impact of ABM.” For a deep dive into how you can measure each of these three categories and for a full understanding of ABM analytics in general, download Engagios Clear and

22、Complete Guide to ABM Analytics. The Framework for ABM Analytics TYPE METRIC DESCRIPTION Am I creating and deepening Accounts Engagement relationships with my target accounts? How do accounts move through their Journeys Outcomes buying journeys towards the outcomes (pipeline, revenue) we care about?

23、 What is the marketing return on Programs ROI investment on my programs (multi-touch attribution)? . Section 4: ABM Challenges At a glance: Anticipations for 2018 The Biggest Risks Revenue from New vs Existing Business 26 What do you anticipate will be the greatest challenge for ABM in 2018? ABM Cha

24、llenges Getting buy-in for ABM Measuring impact of ABM & attribution Orchestrating account interactions & running plays Creating content for accounts Developing account plans & insights Establishing an account foundation Mapping & acquiring contact data Prioritizing accounts & scoring Other The bigg

25、est challenge organizations anticipate facing in 2018 is “getting buy-in for ABM.” 27 ABM Challenges Many marketing leaders are convinced ABM is the right strategy. However, the most significant hurdle is selling it internally to executive leadership, the board, and other stakeholders. Gaining organ

26、izational alignment and getting others to see value may take time, but its a crucial first step in a successful ABM rollout. If you find yourself struggling to get buy-in, we recommend putting together a presentation that sells the value of ABM. In this presentation, youll want to include a few key

27、things: l An Executive Summary that provides context for the conversation. l What and Why ABM is a fit for your company. l Requirements and essential elements of what a good ABM solution entails. Include requirements for these three key areas: l Foundation A system that matches all leads to their re

28、spective accounts and aggregates account data in a single source. l Execution A solution that enables your entire organization to orchestrate plays and create engagement at high-value accounts. l Measurement and Metrics A way to determine the impact of your ABM programs on key business metrics acros

29、s all stages of the funnel. l Overall Recommendations for how your executive team should move forward with ABM. Change can be hard. ABM is a new way of approaching large opportunities. In this current groundswell of ABM, learning how to manage change is a critical component of implementing it succes

30、sfully. 28 What is the biggest risk to ABM failing at your company? ABM Challenges Lack of executional ability Lack of alignment with sales Data quality issues Not being able to measure ROI Lack of executive buy-in Account selection 25.5% of respondents said the biggest risk to failing at ABM is “la

31、ck of ability to execute.” 29 The success of any strategy is dependent upon your teams ability to execute on the strategy. Tools and technology do not make an ABM strategy successful that task rests on the shoulder of the team. Here are some helpful tips outside of technology implementation: 1. Defi

32、ne what winning looks like for your team (Figure 1) 2. Have a revenue plan and make sure it is clear how different groups are responsible - when does Marketing act, when does Sales? 3. Identify what you will measure and when - engagement is a new concept for many people - it is a good early stage in

33、dicator. Below is an example of what you can show. Keep in mind, engagement is NOT just website traffic. It should include Sales meetings, Marketing activities, etc, (Figure 2) 4. Activate Sales - provide them with information they can act on such as the accounts that are the most engaged 5. Figure

34、out a regular communication strategy (Ex: senior team, Sales, Marketing) Figure 1 Figure 2 ABM Challenges 30 For many organizations, ABM is a great strategy because it isnt just for net new acquisition - it is even better for selling into existing accounts. Some companies see the majority of their g

35、rowth opportunity coming from expansion or cross- sell opportunities. ABM is an ideal strategy for growing current accounts: 1. These accounts are already aware of your business - you can skip some pricey lead generation tactics. 2. It should be clear which of your current accounts are happy and eng

36、aged and where opportunities exist. 3. The decision maker and key stakeholders are known in most cases. It is easier for the revenue team to navigate the account and have a sense of what pain points are. ABM Challenges ABM provides companies with information they can act on such as the accounts that

37、 are the most engaged 31 ABM Challenges 47% 47% What % of your company bookings in 2018 will come from new business? To drive success, consider: 1. Use Insights Customers are people who you already know! You can skip expensive early stage marketing tactics. 2. Leverage Current Relationships You know

38、 the current buyer. Even if you are trying to get into a different department, they can help identify other key individuals. 3. Ensure Communication is Personal and Relevant Custom- ers EXPECT you to know them, so it is essential to use person- alized communications, not a generic email. 4. Develop

39、a Play with Sales or Customer Success Cross-sell or expansion is a team sport! It is not just the responsibility of a single person or department. Try to use an orchestrated approach that will involve Sales and Customer Success at the right times. 5. Measure the Impact of Initiatives Customer progra

40、ms are equally important to measure. Understand which programs are effective and which work the best. Companies in our survey said they expected 53% of their 2018 company bookings to come from existing accounts. . Section 5: Key Takeaways and Opportunities 33 B2B marketers are under constant pressur

41、e to drive growth and deliver measurable business impact. While strategies like demand generation have their place, many marketers have started to see diminishing returns for the investment they make. Organizations are allocating more budget, assigning more headcount and investing in more technology

42、 to support ABM efforts to the drive business results in a more efficient manner. To ensure the right impact from ABM - keep in mind these key factors: 1. Identify clear goals (new business, cross-sell, etc.) - i.e. know WHY you are using ABM 2. Be clear on how teams will be involved and participate 3. Have a thoughtful strategy on what to measure and when 4. Activate Sales and other revenue teams for maximum business impact. Key Takeaways and Opportunities For more information on Account Based Marketing, check out Engagios Clear and Complete Guide to Account Based Marketing.