#ABM: Two Truths And A Lie

#B2BMX

#ABMTwo Truths and a Lie

Iron Mountain’s ABM Approach

#B2BMX

About meLeslie AloreDirector, Global Marketing Operations & AutomationIron Mountain, Inc.

Database management Tech stack integrations & management Marketing automation (campaign execution) Lead routing & management Analytics Marketing operational processes Demand funnel methodology

@lescocco

#B2BMX

AboutWe help companies store & manage business information – physical and digital – at scale.

$4B in annual revenue

20K employees220K customers

1.4K facilities 46 countries

85M square feet of storage real estate

#B2BMX

2.1MM

arke

ting

at S

CALE

20K

928

6

30K

2

650

$49MRecords in the marketing database

New leads per month

Countries running lead gen programs (and growing)

Demand managers with revenue targets

Automation/operations managers managing data and lead flow

Target accounts

Analysts monitoring funnel & revenue performance

Campaigns per year

in Marketing-Generated revenue targets

#B2BMX

Let’s play a game….

#B2BMX

1) Iron Mountain has our ABM strategy mastered

2) Every B2B business should be doing ABM

3) ABM means different things to different businesses

Identify the LIE

#B2BMX

1) I get an average of 26 sales/marketing emails a DAY…on average, 24 (92%) mention ABM

2) Every marketing tech tool should be evaluated in consideration of how it can be leveraged in support of your ABM strategy

3) If you don’t have an ABM strategy at this point, you’re behind the curve

Identify the LIE

#B2BMX

1) B2B sales people get ABM

2) B2B sales people think all marketing (and sales) is ABM

3) Iron Mountain’s B2B sales people barely understand what marketing does, let alone what ABM is.

Identify the LIE

#B2BMX

1) Consulting and Martech vendors often promote ABM as a hot new strategy which requires incremental investment

2) Iron Mountain leadership believes ABM is a hot new strategy which requires incremental investment

3) Iron Mountain’s marketers treat ABM as a method of segmentation and messaging rather than a new or incremental way of marketing

Identify the LIE

#B2BMX

What is ABM?

According to Marketo:

- SiriusDecisions

#B2BMX

Breaks down sales and marketing silos Communicates with accounts as markets of

one Defined universe of accounts Personalized campaigns Strategic marketing initiative Been around forever, now supported with

more technology

What is ABM?

#B2BMX

Our Approach…

#B2BMX

Ring Fence ABMSmall set of named large enterprise customer accounts identified for highly customized marketing. Goal is loyalty & retention, leading to cross-sell. Highly targeted collateral & messaging to support Sales Enablement High touch, small customer events White gloves – no outbound marketing On-site web personalization by company

Named ABMNamed accounts – customers and prospects, grouped by attribute (size/vertical/vended vs. unvended). Goal is new business and cross sell. Targeted collateral and messaging by attribute to support sales enablement Targeted inbound & outbound marketing by account On-site web personalization by company attributes

Book of Business ABMProspect companies aligned to a sales territory and/or segment grouped by attribute (size/vertical/vended vs. unvended). Goal is new business. Targeted collateral and messaging by attribute Targeted inbound outbound marketing by attribute On-site web personalization by company attributes

#B2BMX

Breaks down sales and marketing silos Communicates with accounts as markets of

one Defined universe of accounts Personalized campaigns Strategic marketing initiative Been around forever, now supported with

more technology

What is ABM?

#B2BMX

Ring Fence ABM Enables breakdown of sales and marketing silos Communicate to accounts as a market of one Targets a defined universe of accounts Leverages personalization at account and individual level via sales channel

Named ABM Enables breakdown of sales and marketing silos Targets a defined universe of accounts Leverages personalization at account attribute level powered by technology and via

sales channel

Book of Business ABM Enables breakdown of sales and marketing silos Targets a defined universe of accounts Leverages personalization at account attribute level powered by technology

Not a specific initiative, It’s simply the way we work

Potential for silo-breaking, but not all of sales

‘gets marketing’

#B2BMX

Let’s talk tech…

#B2BMX

Third Party Lead Gen

Our Tech StackWeb

Marketing Automation

CRM

Data Enrichment & Validation Event Management

Content Reporting & Analytics Other Stuff

These are not ALL ABM tools……and that’s OK.

#B2BMX

Ring Fence ABM

Named ABM

Book of Business ABM

#B2BMX

Let’s discuss a few…

#B2BMX

Ring Fence ABM

Book of Business ABM

Named ABM

• Enables customer education, engagement & advocacy • Integrates with SFDC so sales can refer customers• Presented as a value-add to our customers & point of

differentiation• Marketing-run software

• Sales-enablement tool• Source of truth for sales content & intelligently presents

content based on opportunity stage• Integrates with SFDC for ease of access• Sales Ops-run software, with both sales and marketing-

created content

#B2BMX

Book of Business ABM

Named ABM

Ring Fence ABM

• Account and Lead database• Enables target Account research and prospect

discovery within SFDC• Automated data enrichment fills in demographic and

firmographic data via Eloqua integration

• Targeted outbound campaigns based on firmographic and demographic attributes

• Enables targeted, automated programs and dynamic content

• Integrated behavioral insights passed to SFDC on Lead, Contact and Account records.

#B2BMX

Named ABM

Book of Business ABM

Ring Fence ABM

• Targeted third party programs• Content Syndication aimed at defined set of accounts• Data validation & enrichment• Find the right ‘watering holes’ for target accounts and

personas

• Web technology enabling dynamic content population on the web based on account attributes

• Powers a more personalized web experience• Improves on-site conversions

#B2BMX

1. An understanding of sales and business priorities.

2. A defined approach to marketing segmentation for tactics, channels and messaging, with an account-focus (ABM)

3. Alignment with sales leadership about go-to-market approach and revenue targets

4. Implementation of technologies that enable our approach

What we have achieved (in order)

#B2BMX

1. A plan for a unique ABM initiative and budget

2. Use of the term “Account-Based Marketing” as a way to define our approach the business or sales

3. Deep penetration and alignment with the lower levels of the sales organization (many sales folks in the field still don’t ‘get marketing’)

What we have NOT achieved

#B2BMX

1) Iron Mountain has our ABM strategy mastered

2) Every B2B business should be doing ABM

3) ABM means different things to different businesses

Identify the LIE

#B2BMX

1) I get an average of 26 sales/marketing emails a DAY…on average, 24 (92%) mention ABM

2) Every marketing tech tool should be evaluated in consideration of how it can be leveraged in support of your ABM strategy

3) If you don’t have an ABM strategy at this point, you’re behind the curve

Identify the LIE

#B2BMX

1) B2B sales people get ABM

2) B2B sales people think all marketing (and sales) is ABM

3) Iron Mountain’s B2B sales people barely understand what marketing does, let alone what ABM is.

Identify the LIE

#B2BMX

1) Iron Mountain’s vendors promote ABM as a hot new strategy which requires incremental investment

2) Iron Mountain leadership believe ABM is a hot new strategy which requires incremental investment

3) Iron Mountain’s marketers treat ABM as a method of segmentation and messaging rather than a new or incremental way of marketing

Identify the LIE

#B2BMX