The importance of B2B buyer insights and how they inform the ABM strategy
Don’t Forget – ask questions via the app@EnigmaMarketing glsr.live/ABM
WELCOME
Great things happen when insight comes aliveGreat things happen when insight comes alive
MARKETING
SALES“101:1 ROI. $48m pipeline!”
“We need to find an approach that is more scalable and repeatable: what works and what doesn’t”
“If I can’t increase closed business this quarter, then why do it?”
Great things happen when insight comes aliveGreat things happen when insight comes alive
THE BIG ABM QUESTION →
MARKETING
SALESShould the level of insight you can obtain define your ABM strategy?
Should your strategy define the level of insight you obtain?
Or
Great things happen when insight comes alive
IT IS BECOMING HARDER →
Source: Gartner -The New B2B Buying Journey insights 2019
“The typical buying group for a complex B2B solution involves 6 to 10 decision makers‚ each armed with four or five pieces of information they've gathered independently and must de-conflict with the group”
Great things happen when insight comes aliveGreat things happen when insight comes alive
THE BUYER JOURNEY HAS CHANGED -FOREVER →
Source: Gartner -The New B2B Buying Journey insights 2019
Great things happen when insight comes alive
INVESTMENT →
$650,000Average
ABM investment for mature program
$100,000Average
budget for small co. ABM pilot
$350,000Average
ABM investment
excl. headcount
Source: Sirius Decisions - The state of account-based revenue engine report 2019
For ABM to be successful it needs to have the right investment in people, skills and budget
$200,000Average
budget for ABM pilot
Great things happen when insight comes aliveGreat things happen when insight comes alive
• Target Accounts
• Buyer Groups
• Competition
• Account Scenarios
KEY INSIGHT FOCUS →
Great things happen when insight comes alive
Targeting 23 global retailers
Data segmented over 3 core business functions and1 ultimate business decision maker
4 streams of activity targeting each persona
Content informed from thorough account research to align RI message to target customer business drivers
All comms personalised, including video, video books, letters, email, landing pages, sales scripts, e-books, infographics, content on landing pages, LinkedIn.
@EnigmaMarketing
Great things happen when insight comes aliveGreat things happen when insight comes alive
EXAMPLE ACCOUNT INSIGHTS – 23 ACCOUNTS →
Great things happen when insight comes aliveGreat things happen when insight comes alive
EXAMPLE ACCOUNT INSIGHTS: 1-1 or 1-FEW ACCOUNTS →
Great things happen when insight comes alive@EnigmaMarketing
Objective:
Drive deeper customer engagement with sales and marketing alignment for greater Complete Website Security (CWS) solution opportunities.
Strategy:• Targeting 1,500 Named accounts globally.
• Data segmentation into 3 core personas (Biz, Tech, Ops) and job titles split by the 2 buying centers.
• 3 streams of activity targeting each persona along the buyers' journey, with messaging aligned to customer challenges and pain points, persona and buying center.
• Communications incorporate personalization by individuals name, company name, persona imagery and contacts geo/region imagery.
Great things happen when insight comes aliveGreat things happen when insight comes alive
EXAMPLE ACCOUNT INSIGHTS: 1,500 NAMED ACCOUNTS →
Great things happen when insight comes aliveGreat things happen when insight comes alive
EXAMPLE ACCOUNT INSIGHTS: 1,500 NAMED ACCOUNTS →
Great things happen when insight comes aliveGreat things happen when insight comes alive
EXAMPLE ACCOUNT INSIGHTS: 1,500 NAMED ACCOUNTS →
Great things happen when insight comes aliveGreat things happen when insight comes alive
EXAMPLE ACCOUNT INSIGHTS: 1,500 NAMED ACCOUNTS →
Great things happen when insight comes aliveGreat things happen when insight comes alive
Competition
Great things happen when insight comes aliveGreat things happen when insight comes alive
EXAMPLE COMPETITION INSIGHTS: 1 – MANY NAMED ACCOUNTS →
Great things happen when insight comes aliveGreat things happen when insight comes alive
EXAMPLE COMPETITION INSIGHTS: 1-1 or 1-FEW ACCOUNTS →
Great things happen when insight comes aliveGreat things happen when insight comes alive
Account Scenarios
Great things happen when insight comes aliveGreat things happen when insight comes alive
EXAMPLE ACCOUNT SCENARIOS: 1 – MANY NAMED ACCOUNTS →
Great things happen when insight comes aliveGreat things happen when insight comes alive
EXAMPLE ACCOUNT SCENARIOS: 1-1 or 1-FEW ACCOUNTS →
Great things happen when insight comes alive
CAN WE DRAW A CONCLUSION?
INSIGHTS RESULTSENGAGEMENTRELEVANCE
Great things happen when insight comes aliveGreat things happen when insight comes alive
THE BIG ABM QUESTION →
MARKETING
SALESShould the level of insight you can obtain define your ABM strategy?
Should your strategy define the level of insight you obtain?
Or
Any Questions?
glsr.live/ABM
Great things happen when insight comes aliveGreat things happen when insight comes alive
Thank you!Martin Simcock – connect with me on LinkedIn
@EnigmaMarketing