#SDSummit

May 16, 2017 SiriusFoundations:

Account-Based Marketing

Alisa Groocock
Research Director
@AlisaGroocock
 Account-Based Marketing: Defined

strategic approach

defined accounts
relevant valuable

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 Account-Based Marketing: Core Terminology
o Large ABM
An ABM approach that focuses dedicated marketing
support on a small number of current or prospect
accounts, representing the most significant value or growth
for your organization; one-to-one
o Named ABM
An ABM approach that brings a level of marketing scale to a
moderate or large number of named accounts (prospects
and/or current customers); one-to-many
o Industry ABM
An ABM approach that brings a level of marketing scale to a
moderate or large number of named accounts (prospects
and/or current customers), focused on certain verticals
o Interlock
Ongoing and regular cadence of communication and
engagement to ensure alignment on goals, processes and
outcomes; interlock should occur across key marketing
functions, and between marketing and sales
#SDSummit @AlisaGroocock
o Insights
Specific knowledge about target accounts that enables
effective ABM treatments, such as account prioritization,
account clustering and content development
o Clustering
An approach that enables scale in a named ABM model by
grouping accounts and/or buying centers for similar
treatment based on common characteristics, such as
industry, department or solution need
o Goal laddering
A method of ensuring that an ABM program aligns to the
company’s most important strategic priorities; use business
goals to inform goals for accounts (or clusters of accounts),
which then inform marketing program goals
o ABM Metrics Spectrum
A framework that categorizes into four key classes the
metrics available for measuring and reporting on ABM
performance
3 © 2017 SiriusDecisions. All Rights Reserved
 Account-Based Marketing: Priorities

Strategy and Large ABM Named ABM Industry ABM ABM Functional
Alignment Planning and Planning and Planning and Design and
Execution Execution Execution Development

Incubate, educate Develop and execute Develop and execute Develop and execute Design, resource
and align account- an insights-based, an insights-based, an insights-based, and upskill an
based marketing relevant, specific, relevant, specific, relevant, specific, organization focused
strategy in an omni-channel one- omni-channel one- omni-channel one- on one-to-one large
organization to drive to-one engagement to-few engagement to-few engagement strategic accounts as
growth, working for existing or target for target or existing for target or existing well as one-to-few
closely with sales. accounts. accounts in a accounts in an named or
named/territory industry/segment. industry/segment
focus. ABM accounts.
Account-Based Account-Based Account-Based Account-Based Account-Based
Marketing Framework Marketing Framework Marketing Framework Marketing Framework Marketing Framework

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 Strategy and Large ABM Planning Named ABM Planning Industry ABM Planning ABM Functional Design
Alignment and Execution and Execution and Execution and Development

SiriusDecisions Account-Based Marketing Process Framework

SiriusDecisions
Account-Based Marketing Process Framework

Preparation Prioritization Planning Execution Measurement

Education Assessment Goals Pilot Audiences
Scoping Opportunity Messaging Expansion Format/Timing
Resourcing Identification Support Full Rollout Metric Selection
Scoring Inventory Participation Maturity Selection
Selection Tactic Selection Optimization Maturity Audit
Prioritization Plan Delivery Benchmarking
Insights
Interlock/Communication
Technology Infrastructure
Organization, Roles and Responsibilities, and Skills and Training

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 Strategy and Large ABM Planning Named ABM Planning Industry ABM Planning ABM Functional Design
Alignment and Execution and Execution and Execution and Development

Account-Based Marketing Insights Framework

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 Strategy and Large ABM Planning Named ABM Planning Industry ABM Planning ABM Functional Design
Alignment and Execution and Execution and Execution and Development

Named ABM Clustering Methodology

Cluster 1 Cluster 2 Cluster 3

BUSINESS
Acquire net new Cross-sell existing Upsell existing
GOAL

ROLE Executives Users

SOLUTION Solution 1 Solution 2 Solution 3

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 Strategy and Large ABM Planning Named ABM Planning Industry ABM Planning ABM Functional Design
Alignment and Execution and Execution and Execution and Development

Contents:
The Science of Cross-
sell and Upsell

Under Wraps Until

Wednesday at 4:30 PM

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 Strategy and Large ABM Planning Named ABM Planning Industry ABM Planning ABM Functional Design
Alignment and Execution and Execution and Execution and Development

Industry ABM Pilot Guidelines

• Secure functional representation from industry subject matter experts
Team Makeup
• Consider attitude in selection

• Support from sales is essential

Sales Dynamics
• Consider reps with respect from peers

• Determine pilot structure

Account Size
• Limit number of industry pilot accounts to 10 or fewer

• Use account selection tool to find best industry accounts

Account Selection
• Choose high-potential industry targets

• Select industry accounts with available account insights

Account Dynamics
• Align with sales to determine contributions

• Identify industry accounts with known opportunities

Account Opportunities
• Verify status of opportunities with sales

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 Strategy and Large ABM Planning Named ABM Planning Industry ABM Planning ABM Functional Design
Alignment and Execution and Execution and Execution and Development

ABM Individual Capability Assessment Scorecard

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 Account-Based Marketing: Marketplace Experience
Contact Data Management Marketing Automation
Analytics
Platform

Predictive Intelligence
Intent Monitoring

Web Site Optimization

Marketing Technology Support
Demand Creation Agencies

Advertising: Ad-Tech Enabled Marketing Automation

Solution Platform Agencies

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 Account-Based Marketing: Agenda

SiriusFoundationsTM Keynotes Welcome

8:00AM – 9:50AM 1:15PM – 2:30PM Reception
Case Studies Case Studies 5:30PM – 7:30PM

MAY
10:15AM – 12:00PM 2:45PM – 5:30PM

MAY
16
16
Case Studies SiriusLabs The Science of
8:00AM – 8:45AM 3:40PM – 5:10PM Cross-Sell and
Upsell
4:30PM – 5:10PM
Keynotes Account-Based Green Tie Gala
Marketing: What the 7:00PM – 10:00PM

MAY
9:00AM – 3:00PM
Future Holds
3:40PM – 4:20PM

17
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 Account-Based Marketing: Agenda

The Science of
Cross-Sell and
Keynotes Leveraging Data to Upsell Titanium
8:30AM – 12:00PM Power Account- 4:00PM – 4:40PM Celebration
SiriusLabs Based Marketing Programs of the 7:00PM – 10:00PM
1:10PM – 5:30PM Year: Demand

MAY
2:00PM – 2:40PM
4:50PM – 5:30PM Creation and ABM
2:00PM – 2:40PM

18
Keynotes
9:00AM – 10:45AM

Keynotes
11:05AM – 12:30PM

MAY
19
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