This document summarizes a presentation about account-based marketing (ABM) given by SiriusDecisions. It discusses what ABM is, different ABM models, how ABM supports sales and marketing alignment, and how to measure ABM success. It also covers focusing marketing efforts on customers through initiatives like customer marketing, customer experience, and customer advocacy programs.

1. Eloqua User Group
January 27, 2015
Account-Based
Marketing

2. About SiriusDecisions
Background

3. © 2014 SiriusDecisions. All Rights Reserved 3
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8. Account-Based Marketing
Why is Everyone Talking About ABM?

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ABM Simplified

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High-Level Research Agenda – Account Based Marketing
• ABM Strategy
• Account-based marketing options
• Account selection
• ABM Planning
• Defining ABM goals
• Goal and plan alignment with sales
• Sales enablement for ABM
• ABM templates and tools
• ABM Insights and Data
• Insights and data requirements
• Segmentation and profiling options
• Contact/account data management
• Third-party resources
• ABM Execution
• Communication with sales
• Tactic mix for ABM
• Cross-sell/Upsell
• Sales-sourced demand support
• Pipeline acceleration
• Events for ABM
• Inbound/Digital for ABM
• Marketing automation for ABM
• Large/strategic account marketing
• Named/industry target account marketing
• Customer Experience
• CX roles and investment
• Customer lifecycle definition
• Experience mapping
• Customer role definition
• Customer on-boarding
• Customer feedback (Voice of Customer, Loyalty
surveys)
• Customer Marketing
• Customer marketing structure
• Customer success team support
• Communities/forums
• Customer events
• Customer lifecycle nurture
• Customer engagement/adoption
• Executive engagement
• Customer Advocacy
• Advocacy staffing and investment
• Advocate sourcing
• Advocacy asset strategy
• Reference strategy
• Advocacy for demand creation
• Advocacy for customer marketing
• Aligning advocacy with marketing planning
• Measurement and Reporting
• ABM measurement and reporting
• Customer marketing measurement and
reporting
• Customer experience measurement and
reporting
• Analytics for customer lifecycle
• Technology and Services Coverage
• Reference/advocacy management tools
• Enterprise Feedback Mgmt
• Portal/community vendors
• Account profiling/contact data
• Customer experience support
• Benchmarks and Audits
• ABM Maturity Audit
• ABM Skills Audit
• Customer Marketing Maturity Audit
• Customer Experience Maturity Audit
• ABM/Customer Benchmark

11. © 2014 SiriusDecisions. All Rights Reserved 11
Account-Based Marketing Models
ABM Types
ABM Process Framework and Toolkit ABM Measurement
Customer Lifecycle Framework

12. SiriusPerspective:
© 2014 SiriusDecisions. All Rights Reserved 12
Large Account
• Very small number of large existing or
targeted accounts
Named Account
• Moderate or larger number of defined
existing or targeted accounts
Customer Lifecycle
• Moderate or larger number of existing
customers that receive differentiated
outreach
Industry/Segment
• Any number of new or existing accounts in
same vertical or other specific segment
The SiriusDecisions Account-Based Framework
Different companies use the account-based marketing label differently;
how to execute depends on the objective.
Account-Based Models

13. Why Do SiriusDecisions Clients Invest in ABM?
• Ensures attention is given to top prospects/customers
• Defines growth and timing based on account specifics
Keeps focus on best
growth opportunities
• More efficient with a defined universe
• Balances demand and sales enablement
Supports sales reality
• Linked to greater customer satisfaction and retention
• Customers experience less noise, respond at higher
rates to more relevant outreach
Delivers customer-
centric experience

14. ABM Supports Two Types of Account Goals
• Goal aligned to a specific buying cycle, new or in-progress
• Can be net-new win, cross-sell or upsell within a specific
buying center
Opportunity Goals
• Goal aligned to developing a positive environment within
the account or a specific buying center
• May be to improve a current situation or to develop new
relationships
Relationship Goals

15. Marketing Makes Different Contributions to Accounts
SiriusPerspective: Sourcing pipeline may not be the primary expectation of
marketing; ensure measurement reflects priorities.
Large:
Strategic/
Enterprise
Named/
Territory
Small/Midsize
and Non-Named
Account Type
Enablement >40%
Demand 30%-40%
Reputation <20%
Demand >40%
Enablement 20%-30%
Reputation <20%
Reputation >40%
Demand 30%-40%
Enablement <15%
Pipeline
KPI Averages
Typical
Program Balance
Influenced: >75%
Sourced: <10%
Influenced: 60%-75%
Sourced: 15%-25%
Influenced: 50%-60%
Sourced: 25%-45%

16. ABM: What Sales Can Expect From Marketing
More marketing
assistance with
account
planning
process
More marketing-
supplied sales
enablement to
identify, qualify
and support
opportunity
development
More marketing
activity
designed to
increase
velocity of
pipeline

17. What Changes in an Account-Based Model?
From To
Data
and insights
• General, market-based
• Sales and marketing share little data
• Account- and contact- specific context
• Marketing and sales collaborate on needs
Forecasting
and planning
• Sales creates plans
• Marketing is reactive and not scalable at
account level
• Shared so account marketing plans have
proactive, scalable focus on sales goals
Demand management
• Short-term focused
• Generic service-level agreements (SLAs)
and lead definition
• Long-term focus
• Account-level SLAs
• Focus on specific accounts and
opportunity
Account management
• Sales-rep owned
• Limited marketing support
• Marketing enabled
• Maintains communications with sales
account leads

18. Inform: What Do You Need to Know About Accounts?
Must Have
Account Industry
Account Buying Centers
Wallet Share
Sales Goals by Buying Center
Stage of Active Deals
Contacts Known/Needed
Really Great
to Have
Key Initiatives/Needs by
Buying Center
Relationship Status
Relationship Map by
Buying Center
Extra Credit
Growth Trend
Competitive Environment
Contact Engagement
History
Account-Level Attributes
Buying Signals

19. SiriusPerspective: B-to-b buyers are engaging with sales reps later in the buying
process, forcing marketing and sales to adjust their roles.
ABM Supports Non-Sales Led Aspects of Buying
① Loosening of the Status
Quo
Vendor
Selection
Phase
Solution
Phase
Education
Phase
② Committing to Change
③ Exploring Possible
Solutions
④ Committing to a
Solution
⑤ Justifying the Decision
⑥ Making the Selection
Point of
Prospect
Intersection
with Rep
Marketing
Sales
Marketing
Is Taking
the First
Sales Call

20. How Marketing Measures Success in ABM
Account Insights
New Contacts
Successful Planning
Sales Utilization
Account/Contact Activity
Early Progress
New Pipeline
Existing Opportunity Progress
Relationship Development
Initial Outcomes
Revenue Growth and Retention
Increased Loyalty and Advocacy
Long-Term Value

21. Focus on the Customer
Customer Marketing, Customer Experience, Customer Advocacy

22. Customer Marketing Is a Priority for CMOs
SiriusPerspective: Marketing roles are emerging as a result of changing buyer journeys and
sales needs; new roles and skills require planning.
“Social media is a skill every
marketer should have.”
“The customer experience
begins before they are a
customer and kicks into high
gear once they become one.”
“The investment in marketing
technology is requiring a new
skill set in marketing.”
Digital Marketing
Content Marketing
Marketing Technology
Customer Marketing
Social Media #1
#2
#3
#4
#5
Comments

23. Customer Advocacy Is the New Demand Creation
1
2
3
4
5
Time
LevelofInteraction
1. Awareness
2. Consideration
3. Purchase
4. Ownership
5. Repurchase
If post-sale experience is
negative…
…this
mountain
becomes
steeper.

24. SiriusPerspective:
© 2014 SiriusDecisions. All Rights Reserved 24
Define Customer Lifecycle Stages – and Needs
Customer experience investment is more successful when it is
anchored around a common definition of what happens after a company buys.

25. Thank You!
Questions?