Show me the money! Proving ABM’s worth to sceptical stakeholders
Mary-Anne Baldwin, Head of content, B2B Marketing
To ask questions live: glsr.live/ABM
The full report: Become an ABM champion: How to set and smash your targets b2bmarketing.net/abmtargets
The short report in partnership with McDonald Butler: The ABM Census 2019: Budget and ROI b2bmarketing.net/abmbudgetroi
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Are your demand gen-minded
stakeholders cracking the whip for
quick results?
You may have:
● Agreed to accounts that aren’t up to muster
● Found questions about ROI hard to answer
● Lacked foresight on your success metrics
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Demand Generation is a burning platform…
… but some stakeholders are too
scared to jump
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The 2019 ABM budget The 2019 ABM pilot guide The 2018 everything you The 2018
ABM case
& ROI guide need to know guide
studies
b2bmarketing.net/abmbudgetroi b2bmarketing.net/abmpilot b2bmarketing.net/earlystageabm
b2bmarketing.net/abminaction
› The average set up cost for ABM
› The typical costs per account
› How to measure the value of an account
› When to expect ROI
› Success markers along the way
Overview
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Costs and ROI
Typical costs per account
Costs vary depending on many things, including your ambitions,
accounts and the size of your company. The following acts as a guide:
One-to-one: Will be more intensive: £10-£50k each account
One-to-few: A cluster is more efficient. It provides economy of scale and spreads risk.
£30k-£50k across 5-10 accounts
One-to-many: May cover 100+ accounts: Normally 100% digital or tech-driven with low touch.
£50-£100k+ p.a
Estimated ABM costs
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Average Initial
set up costs =
£11,600
Estimated ABM costs
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Average Initial
set up costs =
£11,600
BUDGET: 30%
+7% YOY AND
+10% FROM 2017
RESOURCE: 32%
+6% YOY AND
+12% FROM 2017
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When will I see ROI?…. Let’s compare
Conservative
timeframes =
12 months
Average timeframes =
9.8 months
How does this compare across sectors, sizes and
geographies?
▪ The UK takes 13.3 months, over double their US
counterparts
▪ Tech companies hit ROI the quickest at 8.7 months
▪ Companies over £100m in revenue take 12.8 months
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When will I see ROI?... Let’s improve
Conservative
timeframes =
12 months
Average timeframes =
9.8 months
You’re more likely to hit the 9 month mark if you:
▪ Pick accounts that are further into their sales cycle
▪ Pick accounts you know
▪ Don’t pick too many accounts
But it is about more than ROI
Hard metrics
• ROI / ROMI
• Revenue growth
• Increased deal size
• Pipeline/ SQLs
• Retention
• Win rates
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Measuring the milestones
“If you think about ROI, you’re driving yourself
toward short-term thinking. It’s the milestones
that matter in the early stages. Focus on
account performance and the results will
come.”
Michael Green, Director of Account Management, Capita
Soft metrics
• Strong, clean data
• Better alignment between
sales and marketing
• Better due diligence
• Clarity of vision & goals
• Improved perception of
marketing
The ABM Value Pyramid
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Hard KPIs
Soft KPIs
No. S&M meetings /
depart. feedback
Quality of accounts &
data
Open rates/ event
attendance/ clicks
Sales meetings &
pipeline
ROI
Despite most ABMers being 6 months or less into their programmes, solid results are being seen…
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What results are ABMers seeing so far?
54%
Improved sales
& marketing
alignment
39%
Growth in their
existing
accounts
34%
Improved win
rates for new
accounts
23%
Improved
customer
retention
When will I see ROI results?
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When will I see results?
Customer
insight
Mth 2
Due diligence
= 1
Targeted
Content
Mth 3
Sales ops
Mth 6
Due
diligence
Mth 1
19
Targeted
Content
Mth 4
Sales
Ops
Mth 8
Due
diligence
Mth 2
When will I see results?
Let’s dig deeper with Andy Bacon, lead advisor for Head-Start To ask your question visit: glsr.live/ABM
Questions for Andy… To ask your question, visit: glsr.live/ABM
The UK takes 13 months to deliver ROI against a global average of 9.8 months. Why is that and
what can we learn through those abroad?
We talked about recognising which accounts are valuable and I mentioned an account scoring
document you use. Can you tell us more about that and the philosophies and learnings from it?
How can you help your stakeholders move away from the fast-paced demand gen mindset
What advice do you have on selling the value of ABM beyond ROI (to stakeholders who only
care about the money)?
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Marketing