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

5. 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?

6. 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

7. ITSMA (2004)

8. 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.

10. Buyers’ purchase behavior has changed.

11. 74% of buyers research work purchases online.
53% of buyers find going online superior to interacting with a salesperson.

12. The solution? Marketing automation!

15. 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

16. 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

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

18. Exceptional experiences are now your best competitive advantage.

19. Successful ABM starts with strategy.

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

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

24. It is about getting back to fundamentals
Segmentation
Targeting
Connection

25. About getting marketing and sales aligned

26. A wide range of ABM opportunities

27. Hunt big deals and prize fish

28. 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

29. Tap into an emerging market opportunity.

30. 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?

31. ABM helps create obsessive customer experiences.

32. 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.

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

34. ABM is evolution, not revolution

35. Four key steps set up ABM success

36. ABM requires a data-driven perspective.

37. ABM requires personalized engagement

38. ABM requires high levels of coordination.

39. 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.

40. 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.

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

42. 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.

43. Customer obsession drives ABM success

44. Laura Ramos lramos@forrester.com