Account-Based Marketing or Marketing to Accounts?pages.agent3.com/rs/091-VJH-617/images/SAP and... · “Account-based marketing is not a technology or a tactic. Treating ... Basis

Account-Based Marketing or Marketing to Accounts? 10 key learnings to deliver true ABM at scale throughout the customer lifecycle

Date: Tuesday 24th MayTime: 11.40amLocation: Governor's Ballroom CD

WelcomePaul Mackender

Companies gain real competitive advantage from ABM when they work with sales to make smart choices about which accounts to focus on, then find out what those accounts and the people in them care about, and use those insights to engage in relevant, timely ways."

Megan Heuer, Vice President, Research SiriusDecisions, May 2016

“Account-based marketing is not a technology or a tactic. Treating names of target accounts the same way you would have treated any other prospect list in the past doesn't come close to delivering on the promise of ABM.

WelcomePaul Mackender

Questions we’re looking to answer:

Q. What is best practice ABM and what pitfalls should be avoided?

Q. Why insight is the heartbeat of successful ABM?

Q. How can applying ABM principles lead to successful key account, pursuit and advocacy marketing?

Q. How does ABM align sales and marketing and what’s the outcome?

Q. How can ABM help drive a modern sales and marketing culture?

Eric Martin

Vice President, Customer Experience Marketing, SAP North America

2015 SiriusDecisions Named Account ABM Program of the Year award using the insight3 platform

John Seaner

Vice President of Global Field Marketing, Medidata Solutions

2015 SiriusDecisions ABM Program of the Year award using the insight3 platform

Eric Martin

Vice President, Customer Experience Marketing, SAP North America

Account-Based Marketing at SAP America

© 2016 SAP SE or an SAP affiliate company. All rights reserved. 6Internal

Eric MartinVice President, MarketingSAP America, Inc.

Account-Based Marketing at SAP America


SAP North America• Serving 132,000 customers in 25

industries• 1,067 channel partners and

distributors• 75 locations• 19,000 employees • Headquartered in Newtown

Square, PA


All numbers are for North America market only

Our most strategic customers – driving

30% of SAP’s revenue

Strategic Customers

10,000+ accounts

Key/Named Accounts

General Business

4,500 Key Accounts

66 Accounts

Account Selection

© 2016 SAP SE or an SAP affiliate company. All rights reserved. 9Internal9

Before: Highly Matrixed Org, Many Touches

Industry Marketing

Line of Business Marketing

Product Marketing

Regional Marketing

Email

Tele

SAP.com

Webcasts

Events

Advertising0/1

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After: Single Marketing Plan Aligned to Account Plan


Internally With Customers

• Gives Marketing a seat at the strategy table

• Not attaching ourselves to large deals

• Allows Marketing to create/nurture conversations with other LoBs

• Fully informs the planning process

• Align with customer’s innovation/initiatives

• Talk in the customer’s language

• Anticipate their growth and changes

• Help sell the tech vision internally

The Role of InsightPlanning & Insight


Internal buy-in from Sales & Marketing Leadership is essential

Hybrid model at SAP: dedicated & distributed staff, budget

Need Marketers who “speak sales”

Prove measurable value

Refine and improve

SAP’s ABM Culture and Sales/Marketing Alignment


Critical Success Factors

✓ ABM is not incremental in nature. A case must be built that the budget and head count is better spent on ABM than traditional marketing or other areas

✓ Governance through service-level agreement (SLA) is a necessity

✓ Sales & customer cooperation is vital for a successful ABM program

✓ Carefully consider coverage ratios

✓ Not “ABM or nothing” for top accounts

Use this title slide only with an image

Successes to DateMeasurement

• Quantitative measures: pipeline, progressed pipeline, closed pipeline

• Qualitative measures: AE feedback, customer feedback, NPS

• YOY growth of ~35%

• Industry recognition (Sirius Decisions, ITSMA)

• Worldwide COE established

John Seaner

Vice President of Global Field Marketing, Medidata Solutions

Medidata ABM Strategy

© 2014 Medidata Solutions, Inc.

Medidata ABM Strategy

John SeanerVice President Global Field Marketing


Scientific, Operational and Patient

Value

Leading cloud-based clinical trial platformPowering 60% of the world’s drug studies

17

650+ Customers

6,000+ Patient

Visits / Day

2.5M+Patients

300,000+ Study Sites

8 Billion+Clinical Records

600,000+Data

Points/Day

© 2016 Medidata Solutions, Inc. 18

▪ “Selfie” messaging

▪ Makers of “pretty things”

▪ The “party planners”

▪ “One size fits all’ marketing

▪ Clicks, opens, page views, form fills, etc.

▪ Zero focus on the big picture

▪ “Us” (Marketing) vs “them” (Sales)

ABM was our chance to change perceptionMarketing had no seat at the table


Target accounts generate 78% of all industry revenues

and consume 70% of all industry R&D spend in 2014

100

Average number of personas per target

account buying center

16The baseline marketing

noise to which these target personas are subjected in the form of tradeshows, events, webinars, etc.

668Target personas control 70% of a $13 billion total

addressable market

1600

We identified the target accountsBasis of no more “checklist” / ”spray and pray” marketing


Then took a data science approachPropensity model drives sales and marketing intervention

▪ Synthetic Control

▪ White Space/White Noise

▪ Relationship Dimensions

▪ Engagement Indexing

▪ Customer Experience

▪ Digital Footprint and Body Language

▪ Intent/Propensity to Buy


We answered the tough questionsTowards integrated “decision assistance packages” / demand tradecraft■ Who are the buyers, their mindsets and decision criteria (business and personal)

■ What is the buyers’ definition of a solution?

■ What are the natural decision paths of the buyers?

■ What slows a decision (gaps, blind alleys, bottlenecks and roadblocks)?

■ What kind of information do they need?

■ When do they need information?

■ From what source do they need information?

■ In what form do they need information?

■ In what sequence do they need information?


Our efforts were supplemented by a new teamPulled from Sales, Marketing, Customer Care, Data Science, and Finance

▪ Customer Experience

▪ Business Value

▪ Account Governance


agent3 provisioning at MedidataIncite to build higher, deeper and wider relationships

▪ Digital footprint

▪ Movement triggers

▪ Persona inflections

▪ Trended commercial education topics

▪ Buying intent


agent3 is foundational to our ABM StrategyDriving deeper sales and marketing alignment

▪ Critical role in developing the right content for the right people in the right format distributed via the right channel.

▪ Impetus for Client Insights and Concierge Services team to drive higher value sales conversations and precision ABM tradecraft

▪ Bonus of enriching our predictive algorithms that signal account pursuit priorities

Synthetic Control + Intent + Intervention = Buying Propensity


Our results over 16 months81% of marketing budget now allocated to ABM in 2016

41% Increase Target Account Opportunities

302% Increase Marketing Contribution to

Pipeline

201% IncreaseMarketing Contribution to

Revenue

138% Increase Pipeline Velocity

191% IncreaseRelationship Dimension

485% Marketing Return

on Investment

Peter Lundie

Chief Strategy Officer,agent3

Introducing Dynamic ABM - Vision

Internal Platform insights

● Website analytics

● Marketing Automation analytics

● CRM

Internal account view

insight3 public domain insights and analyst research

● Company insights

● Buyer intent

● Executive insights

External account view

Dynamic ABM driven by converging account-based analytics and insights

Internal account view

Internal Platform insights

Company insights

Buyer Intent

Executive insights

Client Intent

point of view

A foundation for dynamic ABM

External account viewinsight3 public domain insights and analyst research

Marketing Automation

analytics

CRM

Website analytics

insight

Predictive dashboard vision

CompanyIntent

Campaign Analytics

CRM Pipeline

Company and People

Website Analytics

What is happening to Company X? What are

the key executives saying and doing?

Which of my solutions may they be interested

in? Who are they looking to buy from?

Where and who has been on our

website (views, downloads)?

Who has shown interest in my

solutions?

To whom and what solutions do I think I

will sell?

Machine Learning

Send out sales and marketing suggestions - dynamic ABM

Predictive dashboard vision

CompanyIntent

Campaign Analytics

CRM Pipeline

Company and People

Website Analytics

Customer experience Omnichannel, IBM, Dell

No website visits No campaign interaction

No sales opportunitiesNo known relevant

contacts

Machine Learning

Email: ABM AlertSales actionsQualify Omnichannel in BarclaysMarketing actionsSend out Omnichannel campaign - Awareness and contact generation

1Undertake a pilot: prove the model and build a firm foundation before scaling

2Data science is key: take a data science-led approach to understanding customers, starting with a detailed audit of all data points across sales and marketing

3Action orientated: ensure customer insights are actionable

4Ratios: consider coverage ratios - the mix of ABMers to accounts

5All touchpoints: ABM requires a holistic approach to customer facing touchpoints

6Exec buy-in: senior sponsorship across sales and marketing is key

7Select wisely: account selection is critical, think which customers and why

8Governance: build an SLA between sales and marketing

9Collaborate: ABM should harness sales and marketing collaboration

10Skills: ensure the marketing team understands both sales and is trained to apply ABM principles appropriately across the customer lifecycle

In summary: 10 key learnings

Q&APaul Mackender

We have 5 minutes for Q&A...

Account-Based Marketing or Marketing to Accounts? Thank you for attending the case study. For further information, please go towww.insight3.net

Or contact:[email protected]@[email protected]

Documents

Account-Based Marketing or Marketing to Accounts?pages.agent3.com/rs/091-VJH-617/images/SAP and... · “Account-based marketing is not a technology or a tactic. Treating ... Basis