b2b marketing - abm everyone is talking about it but...
TRANSCRIPT
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
2 © 2017 Fujitsu
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
3 © 2017 Fujitsu
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.
6 © 2017 Fujitsu
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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