be a marketing hero in 2017: budgeting strategies for account-based marketing
TRANSCRIPT
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
© 2016 DEMANDBASE # 3
FocusesON BEST OPPORTUNITIES
ConnectsMARKETING TO REVENUE
SupportsSALES REALITY
Delivers CUSTOMER CENTRIC EXPERIENCE
WHY ACCOUNT BASED MARKETING?
ABM
© 2016 DEMANDBASE # 4
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.
84%
© 2016 DEMANDBASE # 5
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.
61%
© 2016 DEMANDBASE # 6
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.
96%
© 2016 DEMANDBASE # 7
Where Does This Leave Marketers?
See ABM’s value to marketing success
Plans and budgets are not finalized
Fight to build ABM budgets
© 2016 DEMANDBASE # 8
TOP B2B MARKETING BUDGET CATEGORIES
FIELD MARKETING
Hospitality
Events
WEBSITE
CRM
MAS/MAP
DMPs
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
© 2016 DEMANDBASE # 9
You need a target account list first.
Understand where you have challenges
Determine where to apply ABM budget
Before You Budget For ABM
© 2016 DEMANDBASE # 10
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
© 2016 DEMANDBASE # 11
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{
© 2016 DEMANDBASE # 12
WAYS TO BUDGET FOR ABM
Roll up under other initiatives
What other initiatives will ABM support? Website Redesign Customer Experience Enhancements Marketing Automation{
© 2016 DEMANDBASE # 13
WAYS TO BUDGET FOR ABM
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{
© 2016 DEMANDBASE # 14
WAYS TO BUDGET FOR ABM
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
{
© 2016 DEMANDBASE # 15
WAYS TO BUDGET FOR ABM
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 {
© 2016 DEMANDBASE # 16
WAYS TO BUDGET FOR ABM
Start by ruling out areas you can’t cut
Shift or Re-allocationBudgets
FIELD MARKETING
Hospitality
Events
WEBSITE CRM
MAS/MAP
DMPsAnalytics
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
© 2016 DEMANDBASE # 17
WAYS TO BUDGET FOR ABM
Start by ruling out areas you can’t cut
Shift or Re-allocationBudgets
WEBSITE CONTENT MARKETING
PRODUCT MARKETING
PR/ANALYST
AGENCY FEES
Testing
Design
CRM
MAS/MAP
DMPsAnalytics
Predictive
TECHNOLOGY / INFRASTRUCTURE
© 2016 DEMANDBASE # 18
WAYS TO BUDGET FOR ABM
Where can you optimize your budget to make room for ABM?
Shift or Re-allocationBudgets
FIELD MARKETING
Hospitality
Events
CRM
MAS/MAP
DMPsAnalytics
Predictive
DEMAND GEN
Sponsorships: Events
Sponsorships: ContentDigital Events: Webinars
Advertising
SEM Content Syndication/3rd party Networks
Paid Social
Direct Mail
© 2016 DEMANDBASE # 19
WAYS TO BUDGET FOR ABM
The easier decisions
Shift or Re-allocationBudgets
CRM
MAS/MAP
DMPsAnalytics
Predictive
DEMAND GEN
Sponsorships: Events
Sponsorships: ContentDigital Events: Webinars
Advertising
SEM Content Syndication/3rd party Networks
Paid Social
Direct Mail
© 2016 DEMANDBASE # 20
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
50PERCENT
Less Spend Increased Efficiency
ACCOUNT-BASED CONTENT SYNDICATION
© 2016 DEMANDBASE # 21
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
2X
© 2016 DEMANDBASE # 22
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
© 2016 DEMANDBASE # 23
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
© 2016 DEMANDBASE # 24
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
© 2016 DEMANDBASE # 25
MQL CLOSE_x000d_BEFORE ABM
100
9.6
For every 100 MQL generated before ABM9.6 deals are closed
© 2016 DEMANDBASE # 26
MQL CLOSE_x000d_AFTER ABM
100
26.0
For every 100 MQL generated before ABM9.6 deals are closed
After ABM, 26 deals are closed
© 2016 DEMANDBASE # 27
MQL CLOSE
From MQL to Close, There is 66% Lift
66%
© 2016 DEMANDBASE # 28
COST PER OPPORTUNITY (YoY)
2013 2014 2015 2016*
14%
25%
31%
* Calculated for first half of year
© 2016 DEMANDBASE # 29
COST OPTIMIZATION vs OUTPUT
2013 2014 2015 20160
200
400
600
800
1000
0%
20%
40%
60%
80%
100%
Pipeline Generate Cost Per Opp
Pipeline Count vs Opportunity Cost (Forecasted)* Calculated for first half of year
*
© 2016 DEMANDBASE # 30
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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