WEBINAR Why Account-Based Marketing Works In A Data-Driven World Laura Ramos, Vice President, Principal Analyst August 31, 2016. Call in at 12:55 p.m. Eastern time

Agenda Why should marketers care about account-based marketing (ABM)? When is ABM the right strategy? How does ABM help firms become more customer-obsessed?

Peppers and Rogers (2001) Compete for one customer at a time. Strengthen relationships with the most valuable customers. “Share of customer” > market share Keeping and growing customers > acquiring them

ITSMA (2004)

Account-based marketing, also known as key account marketing, is a strategic approach to business marketing in which an organization considers and communicates with individual prospect or customer accounts as markets of one. Account-based marketing is typically employed in enterprise-level sales organizations.

Buyers’ purchase behavior has changed.

74% of buyers research work purchases online. 53% of buyers find going online superior to interacting with a salesperson.

The solution? Marketing automation!

It is about engaging with customers throughout their lifetimes. What this means It is about engaging with customers throughout their lifetimes. It is not about filling the funnel. ENGAGE ASK USE BUY EXPLORE DISCOVER

68% want vendors that “understand my business, my problems — and help me solve them.” 50% want salespeople “to share insights with me that I haven’t considered before.” Base: 418 exec. buyers at global firms of 100 or more employees; Source: “What Do Executive Buyers Find Valuable?” Forrester report

Customer experiences create value What we need to do: Trust Loyalty How buyers react: Insight Understanding Empathy Data + content + alignment = differentiated CX

Exceptional experiences are now your best competitive advantage.

Successful ABM starts with strategy.

Use what you have better. Buy more technology. Use what you have better.

Market confusion reigns 73% said ABM “lacks specificity and gets applied to many different approaches inconsistently.”

It is about getting back to fundamentals Segmentation Targeting Connection

About getting marketing and sales aligned

A wide range of ABM opportunities

Hunt big deals and prize fish

Deepen platinum relationships Upgrade Maximize value Solve more issues ENGAGE ASK USE BUY EXPLORE DISCOVER Adopt best practices Avoid common problems Retain Onboard successfully Migrate to latest

Tap into an emerging market opportunity.

Expand into adjacent industries/roles What makes customers/accounts valuable? What attributes distinguish them? What do they care about? How do we find more like them?

ABM helps create obsessive customer experiences.

Most marketers see ABM as sales support At which purchase stage did you find these tactics to be most effective? Only 4% said ABM was most effective at creating brand awareness or interest.

Four out of five have yet to see value How well does ABM increase marketing and sales effectiveness?

ABM is evolution, not revolution

Four key steps set up ABM success

ABM requires a data-driven perspective.

ABM requires personalized engagement

ABM requires high levels of coordination.

ABM requires a long-term commitment. “It’s showing how we grew the account by $50M over the whole year, not $4M in any quarter. Questions about pipeline don’t belong in this conversation . . . ‘what was the ROI?’ I don’t know. What’s the value of an engaged, global client? Priceless.” — (Holly Sandoval, VP of audience engagement marketing, SAP) ABM requires a long-term commitment.

How can you get started? Start with your goals and “best customers.” Make data management a key competency. Make account planning a team sport. Design your content with an eye to sales conversations. Become an insights-driven organization.

How Forrester can help New research coming in September 2016 Data Engaging content Inquiry and advice

B2B MARKETING 2016 Forum For B2B Marketing And Sales Enablement Leaders October 18-19, 2016 • Trump National Doral Miami New this year: Digital technologies and marketplaces have empowered your B2B customers to move more freely than ever among suppliers and vendors. At the same time, new channels and platforms have redrawn your traditional routes to market, allowing your customers to bypass existing distribution networks. B2B marketing and sales leaders will learn how to navigate this rapidly changing environment.

Customer obsession drives ABM success

Laura Ramos lramos@forrester.com Twitter: @lauraramos