b2b marketing - abm everyone is talking about it but...

0 © 2017 Fujitsu

ABM – everyone is talking about it – but what makes a great ABMer?

Andrea Clatworthy

Head of Account Based Marketing, Fujitsu, EMEIA

1 © 2017 Fujitsu

Hello

Quick bit of background

My ABM journey

What we’ve done in Fujitsu

Why bother

ABM competencies

My take on the anatomy of an ABMer

What you can do to be one

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a bit about me

Head of Account Based Marketing (ABM) and Deal Based

Marketing (DBM), Fujitsu, EMEIA

20 + years B2B marketing

CIM and ITSMA qualified

ITSMA ABM wall of Fame

One of the Magnificent 7 ABMers in this book

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My ABM journey started a few years ago…

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Fujitsu adoption

2014 2015 2016 2017 20182013

Some

ABM, no

structured

approach

Launched

UK program

to 58

accounts:

1:1

Field

marketing,

heroic efforts

58 people

doing it part

time.

Turned off lead

gen

UK - Reduced

to 29 accounts.

EMEIA –

Top100

programme

launches with

13 accounts.

Some DBM

Fewer people

doing it part

time

EMEIA –

13 accounts in

Top100 program,

8 others. DBM

overtakes ABM.

Lots of demand

from the business

for more.

Team contributes

60% of marketing

influenced pipeline

Dedicated

EMEIA team,

100% of role

EMEIA –

Some light touch

ABM introduced.

ABM ramps up as

a extension from

DBM activity

Dedicated

EMEIA team

also acting as

centre of

excellence

Scaling.

Martech enables

ABM Lite (1:few)

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My definition

Sales and Marketing:a close collaboration between

sales and marketing.

Strategic

approach:not a simple campaign or

tactic; it’s a business

strategy, not ‘one and

done’, it’s connected and

always on for each

account.

Open doors and

deepen

engagement:focus on landing and

expanding within accounts.

Relevant:built on account-specific

insight, content, and

messages for maximum

relevance and resonance.

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Why bother ?

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The way customers buy has changed...

57% of the

buying

journey is

done

BEFORE a

sales rep is

involved

CEB

90% of

decision

makers say

they never

respond to

cold outreach

Harvard

Business

Review

74% of

buyers

choose the

rep that was

FIRST to add

value and

insight

75% of B2B

buyers now

use social

media to

research

vendors

IDC

7 people are

now involved

in the

average B2B

buying

decision

Gartner

Source: CEB analysis.

Customer’s

First

Outreach to

Supplier

Customer

Purchase

Decision

Customer

Due

Diligence

Begins

57%Customer Purchase Timeline

100%0%

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Source: ITSMA, 2017 Services Marketing Budget Allocations and Trends

ABM delivers year-on-year

Revenue Growth

Average growth rate: 57%

Range: 30% to 100%%of companies say ABM delivers higher ROI

than for other types of Marketing

Source: ITSMA MEA submission analysis

Also, the marketing metrics stack up

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Where to start?

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People -- Find or grow ?

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ITSMA ABM Competency Model

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ITSMA ABM Competency Model

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ITSMA ABM Competency Model

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ITSMA ABM Competency Model

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ITSMA ABM Competency Model

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ABMer

Anatomy

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Creativity

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View the video : https://www.youtube.com/watch?v=mzrfKUqQgws&sns=em

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Andrea Clatworthy

Andrea.Clatworthy@uk.fujitsu.com

31 © 2017 Fujitsu