be a marketing hero in 2017: budgeting strategies for account-based marketing

November 8, 2016

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Be a Marketing Hero in 2017: Budgeting Strategies for Account-Based Marketing

Today’s Speakers

Moderator:

#TMGWebinar

Thorin McGeeEditor in Chief/Content DirectorTarget Marketing

Avi BhatnagarDirector, Digital Strategy

WhiteHat Security

John DeringDirector, ABM Technology & Strategy

Demandbase

FocusesON BEST OPPORTUNITIES

ConnectsMARKETING TO REVENUE

SupportsSALES REALITY

Delivers CUSTOMER CENTRIC EXPERIENCE

WHY ACCOUNT BASED MARKETING?

More marketers are

AWAREof ABM

of B2B companies are aware of ABM.

75%of marketers say that

ABM delivers higher ROI than any other marketing

approach.

More marketers are

USINGABM

of B2B companies employing ABM plan to

increase their ABM efforts over the next 12 months.

72%of B2B companies

employing ABM plan to invest more in

technology over the next 12 months.

More marketers are having

SUCCESSwith ABM

of B2B marketers employing ABM stated they

are aligned with sales.

91%of B2B companies said

Account-Based Marketing has an impact on marketing’s success.

Where Does This Leave Marketers?

See ABM’s value to marketing success

Plans and budgets are not finalized

Fight to build ABM budgets

TOP B2B MARKETING BUDGET CATEGORIES

FIELD MARKETING

Hospitality

Events

WEBSITE

MAS/MAP

Analytics

Predictive

TECHNOLOGY / INFRASTRUCTURE

DEMAND GEN

Sponsorships: Events

Sponsorships: ContentDigital Events: Webinars

Advertising

SEM Content Syndication/3rd party Networks

Paid Social

Direct Mail

CONTENT MARKETING

PRODUCT MARKETING

PR/ANALYST

AGENCY FEES

Testing

Design

You need a target account list first.

Understand where you have challenges

Determine where to apply ABM budget

Before You Budget For ABM

Ways to develop ABM Budgets

Top-down directive is in place

Roll up under other Initiatives

Use innovation budget to test

Partner with other teams to fund programs

Shift and reallocate budgets from existing programs

WAYS TO BUDGET FOR ABM

ABM Budget Directive

Determine what areas are ready for ABM Processes Technologies Program/Channels

Identify a starting point

Prioritize under performing areas first{

Roll up under other initiatives

What other initiatives will ABM support? Website Redesign Customer Experience Enhancements Marketing Automation{

Use innovation budget to test

Find a test that will make a difference

Be sure to measure for a successful test

Be cautious and conscious of test time frames{

Partner with departments to fund

Sales and Marketing Alignment is a 2-way street

Sales needs more than leads, they need target account insights like:

Anonymous buyer activity Product interest alerts Stalled deals visibility

Be honest about what’s working and what’s not

Start with your list of budget areas to determine where you can make changes

Shift or Re-allocationBudgets {

Start by ruling out areas you can’t cut

Shift or Re-allocationBudgets

FIELD MARKETING

Hospitality

Events

WEBSITE CRM

MAS/MAP

DMPsAnalytics

Predictive

DEMAND GEN

Advertising

Paid Social

Direct Mail

CONTENT MARKETING

PRODUCT MARKETING

PR/ANALYST

AGENCY FEES

Testing

Design

Start by ruling out areas you can’t cut

WEBSITE CONTENT MARKETING

PRODUCT MARKETING

PR/ANALYST

AGENCY FEES

Testing

Design

MAS/MAP

DMPsAnalytics

Predictive

Where can you optimize your budget to make room for ABM?

FIELD MARKETING

Hospitality

Events

MAS/MAP

DMPsAnalytics

Predictive

DEMAND GEN

Advertising

Paid Social

Direct Mail

The easier decisions

MAS/MAP

DMPsAnalytics

Predictive

DEMAND GEN

Advertising

Paid Social

Direct Mail

CONTENT SYNDICATION

ACCOUNT-BASED CONTENT SYNDICATIONOnly Target Account List & Buyer Titles

$10K / quarter1000 leads / year (250 / quarter) 8 Opptys / year (2 / quarter)

AFTER ABM METRICS

$40K total spend $5K Cost per Oppty

TRADITIONAL CONTENT SYNDICATION Target Personas on Publisher Networks

$20K / quarter2000 leads / year (500 / quarter) 8 Opptys / year (2-3 / quarter)

BEFORE ABM METRICS

$80K total spend$10K Cost per Oppty

50PERCENT

Less Spend Increased Efficiency

ACCOUNT-BASED CONTENT SYNDICATION

WEBINAR SPONSORSHIPS

ACCOUNT-BASED WEBINARSRun In-house Againstyour Target Account List

4 webinars (hosted in-house)1200 names / year 20 Opptys / year (5 / webinar)

AFTER ABM METRICS

$20K (webinar platform)$1000 Cost per Oppty

75PERCENT

200PERCENT

TRADITIONAL WEBINARS

Running Webinars with External Vendors/Publishers

4 webinars / year @ $20K each1200 names / year 10 Opptys / year (2-3 / webinar)

BEFORE ABM METRICS

$80K total spend$10K Cost per Oppty

Less Spend Increased Results

IN-HOUSE WEBINARS

TRADITIONAL DIGITAL ADVERTISING

Purchasing Digital Ads from Publishers or Public Exchanges

$50K / quarter7MM impressions

BEFORE ABM METRICS

$200K total spend15% Target Accounts Engaged

DIGITAL ADVERTISING

ACCOUNT-BASED ADVERTISING

Targeting Ads to Specific Companies Across all Networks

$30K / quarter5MM impressions

AFTER ABM METRICS

$120K total spend25% Target Accounts Engaged

67PERCENT

40PERCENT

More EngagementLess Spend

TARGET ACCOUNTS ENGAGED

REGIONAL EVENTS (FIELD MARKETING)

ACCOUNT-BASED FIELD MARKETINGHosting events in high priority territories

9 events / year 540 regs / year 45 Opptys / year (5 / event)

AFTER ABM METRICS

$63K total spend$1400 Cost per Oppty

FIELD MARKETING

Hosting events in every territory

15 events / year @ $7K each600 regs / year 45 Opptys / year (3 / event)

BEFORE ABM METRICS

$105K total spend$2333 Cost per Oppty

Less Spend Increased Results Per Event

FOCUSING ON REGIONS WITH HIGHEST ACCOUNT CLUSTERS

40PERCENT

60PERCENT

RE-ALLOCATION REVIEWED

$222K / year for New ABM Programs & ABM Technologies

$465kFULL BUDGET

CONTENT SYNDICATION

WEBINAR SPONSORSHIPS

DIGITAL ADVERTISING

REGIONAL EVENTS

SAVING BY ABM APPROACH

$243kFULL BUDGET

Standard B2B Marketing Spend

ABM OptimizedSpend

MQL CLOSE_x000d_BEFORE ABM

For every 100 MQL generated before ABM9.6 deals are closed

MQL CLOSE_x000d_AFTER ABM

For every 100 MQL generated before ABM9.6 deals are closed

After ABM, 26 deals are closed

MQL CLOSE

From MQL to Close, There is 66% Lift

COST PER OPPORTUNITY (YoY)

2013 2014 2015 2016*

* Calculated for first half of year

COST OPTIMIZATION vs OUTPUT

2013 2014 2015 20160

Pipeline Generate Cost Per Opp

Pipeline Count vs Opportunity Cost (Forecasted)* Calculated for first half of year

ABM BUDGETING TAKEAWAYS

You Don’t Need a New Budget or New Team Members To Adopt ABM

The process is simpler than it sounds:• Identify where to start• Make decisions on how to fund• Execute tests• Measure business impact• Iterate

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be a marketing hero in 2017: budgeting strategies for account-based marketing

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