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Megan Heuer
Vice President of Research
ABM: The Revolution Continues
© 2016 SiriusDecisions. All Rights Reserved
2
How Much Can Change in B-to-B In One Year? A lot.
ABM in 2015 ABM in 2016
© 2016 SiriusDecisions. All Rights Reserved
3
What We’ll Cover Today
• Findings from SiriusDecisions 2016 State of Account-Based Marketing (ABM) Study
• Insights on the Future of ABM • Tips for Staying On Course With ABM Deployment • Questions
© 2016 SiriusDecisions. All Rights Reserved
4
What Is ABM?
strategic approach
defined accounts
relevant valuableSource: SiriusDecisions
© 2016 SiriusDecisions. All Rights Reserved
5
2016 State of Account-Based Marketing: Demographics
200+ b-to-b companies participated in 2016 study
• 60% less than $250 million annual revenue • 40% $251 million+ / 16% $2.1 Billion+ Revenue size
• 60% software • 28% services (professional, tech or information) Primary industries
• 58% enterprise (1,000+ employees) • 35% mid-size (101 – 1,000 employees) Target customer size
• 58% direct sales force • 18% inside sales Sales channels
SiriusPerspective:
© 2016 SiriusDecisions. All Rights Reserved
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Types of ABM Deployed in 2016 vs. 2015 There’s no single type of ABM; companies can choose one or more
types based on their target marketers and go-to-market model.
Account-Based Models
Large Account 1:1
Named Account 1:Few/Many
Industry/Segment 1:Few/Many
Customer Lifecycle Moderate or larger number of existing customers that receive differentiated outreach
Customer Lifecycle 1:Few/Many
one-to-one one-to-few/many
69% 82%
22% 18%
50% 57%
62% 75%
2016
20
15
© 2016 SiriusDecisions. All Rights Reserved
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ABM Race Is On: Seven Success Factors For 2016
What do ABM and sailboat racing have in common? To do them well, both require:
1. Confidence 2. Money 3. Commitment 4. Skills 5. Technology/
Services 6. Strategy 7. Teamwork
© 2016 SiriusDecisions. All Rights Reserved
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Is It Smooth Sailing or Rough Seas Ahead for ABM?
© 2016 SiriusDecisions. All Rights Reserved
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ABM in 2016: The Case For Smooth Sailing Ahead
87%
71%
27%
Companies who said ABM is “extremely” or “very” important to overall marketing efforts in 2016.
Companies investing between 11% and 30% of marketing budget in ABM (up from 19% in 2015)
Companies with staff fully or partially dedicated to ABM (up from 68% in 2015)
Confidence
Commitment
SiriusPerspective:
© 2016 SiriusDecisions. All Rights Reserved
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Planned Overall ABM Investment – Next 12 Months Fully 73 percent of b-to-b companies say they’re investing more
money in 2016 compared to their 2015 investment.
20% 52% 21%
$
“About the same”
“Greater than last year”
“SIGNIFICANTLY greater than last year” Money
© 2016 SiriusDecisions. All Rights Reserved
11
Marketers Are Building ABM Capabilities Fast in 2016
Skills
62% of companies said their marketers have the skills they need to be successful with ABM + Up from 53% in 2015
© 2016 SiriusDecisions. All Rights Reserved
12
Technology Use For ABM Remains High In 2016
• 80% salesforce automation down from 81% • 74% marketing automation up from 67% • 62% account-based advertising up from 54% • 57% web analytics tools up from 46% • 52% web optimization/personalization up from 43% • 37% social media monitoring tools up from 33% • 27% use predictive analytics tools (no 2015 data)
Marketers are Using
Technology to Deliver and Scale
ABM
2016 2015
© 2016 SiriusDecisions. All Rights Reserved
13
More Help Is On The Way: 2016 Technology Investment
58 percent of companies plan to invest in services or technology for ABM in 2016
• 68% Account-based advertising up from 54% • 35% Marketing automation platform down from 41% • 31% Sales force automation/CRM down from 32% • 31% Web analytics tools up from 29% • 31% Web site personalization down from 37% • 25% Predictive analytics tools up from 24% • 20% Customer intelligence mgmt/survey tools up from 17% • 20% Social media monitoring tools up from 15%
Top Planned
ABM Technology Investments
in 2016
2016 2015
© 2016 SiriusDecisions. All Rights Reserved
14
More Help Is On The Way: 2016 Services Investment
58 percent of companies plan to invest in services or technology for ABM in 2016
• 44% Custom third-party account/contact info sources up from 32% • 37% Agency for ABM support (e.g., content, messaging) up from 23% • 30% Predictive analytics services (no 2015 data) • 28% Third-party content development up from 3% • 24% Third-party teleprospecting (no 2015 data) • 23% Third-party social media services up from 10%
Top Planned 2016 ABM Services
Investments
© 2016 SiriusDecisions. All Rights Reserved
15
Clear Goals In Place for ABM Success in 2016
Top 3 Goals Marketers Report for ABM
1. Increased revenue/bookings 2. Increased pipeline 3. Higher quality leads
Strategy (or part of it, anyway)
© 2016 SiriusDecisions. All Rights Reserved
16
ABM in 2016: Signs of Potential For Rough Seas?
• Commitment Will Companies Continue With ABM Long Enough to Create Results and Change Culture?
• Strategy Does Marketing Consider ABM The “Shiny New Object” Tactic and Not As Transformational? • Teamwork Has Alignment With Sales Suffered In the Interest of Fast Deployment?
?
© 2016 SiriusDecisions. All Rights Reserved
17
ABM in 2016: Signs of Potential For Rough Seas?
42%
20%
Companies who have had an ABM program in place for less than six months Same as 2015
Companies who say they have had a full program in place for more than a year Same as 2015
Strategy?
Commitment?
68% Marketers who say they work with sales to define account goals and plans Down from 73% in 2015
Teamwork?
© 2016 SiriusDecisions. All Rights Reserved
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Teamwork Is Essential And Requires Sales Partnership
Good: Marketing and Sales In The Race For Growth Together
Not So Good: Marketing Goes It Alone (And Ends Up In Trouble)
© 2016 SiriusDecisions. All Rights Reserved
19
Tight Sales Alignment Lost Ground For ABM In 2016
!
!
© 2016 SiriusDecisions. All Rights Reserved
20
Marketing Must Stay Aligned With Sales to Win at ABM
How Does Sales Participate in ABM Efforts?
!
© 2016 SiriusDecisions. All Rights Reserved
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Stay The Course: ABM Results Are Not Easy But Worth It
© 2016 SiriusDecisions. All Rights Reserved
22
Best News For ABM in 2016: Evolution of Measurement % of companies using metric to track ABM
Top 10 ABM Metrics 2016 2015 Feedback on ABM from internal stakeholders 76% 34% Number of closed deals touched by marketing 66% 61% Number of leads touched by marketing 61% 42% Participation in marketing activities from ABM accounts, 61% 25% Number of new contacts identified for ABM accounts 58% 33% Response rates to marketing outreach from ABM accounts 57% 48% Number of leads identified by marketing in ABM accounts 55% (no change) Online activity from ABM accounts 53% 39% Events held for account-based efforts 53% (no 2015 data) Content developed for account-based efforts 53% (no 2015 data)
© 2016 SiriusDecisions. All Rights Reserved
23
ABM Programs Continue To Deliver Results In 2016
Feedback from internal stakeholders (e.g. sales, product) 44% Number of leads touched by marketing in ABM accounts 27% Number of closed deals touched by marketing in ABM accounts 25% Account-based marketing plans in place for target accounts 23% Online activity (e.g., web visits) from ABM accounts 22% Account planning process in place 20% Number of new contacts identified for ABM accounts 20% Account selection process in place 19% Events held for account-based efforts 18% Participation in marketing activities from ABM accounts 17%
ABM Metric Percent of Companies Who Saw Improvement
Top 10 ABM Metrics Where Companies Reported Improvement in 2016
Thank You! @megheuer @siriusdecisions www.siriusdecisions.com