B2b Account-based Marketing
B2BACCOUNT-BASED MARKETINGStrategies and Tactics for Achieving ObjectivesAscend2 Research Conducted in Partnership with KoMarketing, August 2017
B2B Account-BasedMarketingAccount-Based Marketing (ABM) is essentially the practice ofcompiling key contact data on high value prospects and customers,and targeting them in a personalized way.But what strategies and tactics are helping B2B marketersachieve their most important objectives for ABM?To find out, KoMarketing and Ascend2 fielded the Account-BasedMarketing Survey.The data in this report, titled B2B Account-Based Marketing,exclusively represents the opinions of marketers who are dedicatedto the business-to-business marketing and sales channel. We thankthese busy B2B professionals for sharing their valuable insights withyou.This research has been produced for your use. Put it to work in yourown marketing strategy. Clip the charts and write about them inyour blog or post them on social media. Please share this researchcredited as published.Enjoy! 2017 KoMarketing Associates, LLCB2B Online Marketingkomarketing.com
Important Objectives of anABM StrategyA 62% majority of B2B marketers say growingthe revenue generated from existing accounts isa top priority for account-based marketing. Half(50%) also consider unifying marketing and salesteams an important objectives.Critical Challenges to SuccessReducing sales cycle time is a critical challenge tosuccess for 43% of B2B marketers. To overcomethis challenge, 39% of B2B marketers arefocusing attention on integrating marketing andsales technologies, and unifying marketing andsales teams.What are the most critical challenges to achieving account-based marketing success?What are the most important objectives of an account-based marketing strategy?Grow the revenue per existing account62%Unify marketing & sales teams50%Increase the number of new accounts42%Reduce sales cycle time35%Integrate marketing & sales technologies31%Identify more contacts within accounts30%Increase appointments with accounts20%Reduce sales cycle time43%increase the number of new accounts40%Integrate marketing & sales technologies39%Unify marketing & sales teams39%Grow the revenue per existing account32%Increase appointments with accounts30%Identify more contacts within accounts29%Note: “Increase the number of new accounts” meansconverting existing prospect targets to new accounts.Sales Cycle EncounteredRating Strategic SuccessFor 71% of B2B marketers, the complex sale –involving a lengthy selling process with manypurchase influencers – is the type of sales cycleencountered most often. And the complex sale isthe sweet spot for account-based marketing.28% of B2B marketers consider their accountbased marketing strategy “best-in-class” atachieving important objectives, while another41% believe their account-based marketingachievements are above average.The remaining 31% consider their their accountbased marketing strategy as unsuccessful atachieving important objectives. 2017 KoMarketing Associates, LLCWhich best describes the type of sales cycle encountered most often?Complex sale(long cycle, many influencers)71%Direct sale(short cycle, few influencers)19%Complex sale and Direct sale equally10%B2B Online Marketingkomarketing.com
Analyzing StrategicObjectives and ChallengesAnalyzing the importance of strategic objectivesin comparison to how challenging they are toachieve will improve the odds of developing asuccessful account-based marketing strategy.The more important and less challenging anobjective, the higher the strategic priority.What are the most effective tactics used for account-based marketing?Personalize content & messaging58%Create account-specific campaigns49%Identify high value existing accounts42%Profile key contacts within accounts40%Measure results for optimization35%Develop target account segments31%Develop content delivery channels24%Importance of objectives versus challenge to achieve62%How Tactical Effectiveness isChangingGrow the revenue per existing account32%50%Unify marketing & sales teams39%As more companies adopt and become proficientin account-based marketing practices andtechnologies, the effectiveness of tactics usedis increasing. For 30% of B2B marketers, theincrease in effectiveness is significant. 59% saythe increase in effectiveness is marginal whileonly 11% say effectiveness is decreasing.42%Increase the number of new accounts40%35%Reduce sales cycle time43%31%Integrate marketing & sales technologies39%30%Identify more contacts within accounts29%Skill, Time and ExpenseRequired20%Increase appointments with accounts30%Most Effective Tactics Usedfor ABMTactically, personalizing the content and messagingdelivered to prospects and customers is a mosteffective account-based marketing tactic for a 58%majority of B2B marketers. The creation of accountspecific campaigns with personalized content andmessaging compounds the effectiveness. 2017 KoMarketing Associates, LLCPersonalizing content and messaging, andcreating account-specific campaigns, are not onlythe most effective tactics used for account-basedmarketing, they also require the most effortto perform according to 63% and 50% of B2Bmarketers respectively.B2B Online Marketingkomarketing.com
Resources Used to PerformTacticsAnalyzing TacticalEffectiveness Versus EffortThe skill, time and expense required to performaccount-based marketing tactics such as contentand messaging personalization is considerableand the reason two-thirds (66%) of B2B marketersoutsource all or part of account-based marketingtactics to specialists.Tactics such as developing content deliverychannels and measuring results for optimizationrequire more effort to perform than they areeffective in the eyes of B2B marketers. This isoften the reason these tactics are excluded fromWhat tactics require the most effort to perform?Personalize content & messaging63%Create account-specific campaigns50%Measure results for optimization38%Profile key contacts within accounts31%an account-based marketing tactical plan of action.Tactics effectiveness versus effort to perform62%58%Personalise content & messaging63%49%Create account-specific campaigns50%42%Identify high value existing accountsDevelop content delivery channels30%Develop target account segments27%Identify high value existing accounts22%22%40%Profile key contacts within accounts31%35%Measure results for optimization38%31%Develop target account segments27%24%Develop content delivery channels30% 2017 KoMarketing Associates, LLCB2B Online Marketingkomarketing.com
ABOUT THE RESEARCH PARTNERSOur Mission: Deliver strategic online marketingprograms tailored to maximize results. We help B2Borganizations get found online, drive more leads, andbuild brand visibility. We do this through strategicsearch, social media and content marketing programstailored to your specific business challenges.Learn more about KoMarketingMarketing technology companies and digitalmarketing agencies partner with Ascend2 to reliablygenerate demand and supplement content for theirfirms. Our Research Partner Programs are transparent– spotlighting your brand and the interests of yourmarket. If marketing professionals are your idealprospects, we can help you find more of them.Learn more about Ascend2METHODOLOGYAscend2 benchmarks the performance of popular digitalmarketing strategies and tactics using a standardizedquestionnaire and a proprietary 3-Minute Survey format.This survey was fielded online to a panel of researchsubscribers and marketing influencers by KoMarketing andAscend2 and the report was published in August, 2017.Survey Respondents: N 113 B2B MarketersNumber of Employees More than 500 41%50 to 500 35%Fewer than 50 24%Role in the Company Owner / Partner / CXO 34%VP / Director / Manager 56%Non-Management 10%komarketing.com374 Congress Street, Ste. 507Boston, MA 02210877-322-2736 2017 KoMarketing Associates, LLCB2B Online Marketingkomarketing.com
successful account-based marketing strategy. The more important and less challenging an objective, the higher the strategic priority. Most Effective Tactics Used for ABM Tactically, personalizing the content and messaging delivered to prospects and customers is a most effective account-based marketing tactic for a 58% majority of B2B marketers.
B2B Marketing magazine subscription. › Annual events for B2B marketers: B2B Marketing Ignite USA and the B2B Marketing US Awards Go to b2bmarketing.net to find out more About B2B Marketing. Get in touch Alex Burton Customer care manager E: alex.burton@b2bmarketing.net T: 44 (0)20 7014 4920 B2B Marketing
the marketing plan. B2B MARKETING WORLD Step #1 - Define marketing aims Step #2 - Analyze the status quo Step #3 - Define your target group and buying center personas (BCP) Step #4 - Describe the customer journey. Your B2B Marketing Tactic. The 6 steps to create a marketing strategy in B2B are: The marketing aims are derived from the .
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B2B Marketing Session 12 , 13 and 14 B2B Marketing Strategy Process: 1. Start with customer research 2. Conduct qualitative and quantitative analysis 3. Establish key objectives and metrics 4. Develop your B2B customer journey map 5. Identify executional marketing tactics For B2B companies, the potential buyer pool is typically smaller and less .
the use of social media for B2B marketing', and hence many B2B companies plan to double their social media marketing budgets within the next five years (CMO, 2015) This growing interest in B2B social media marketing seems to be directly related to the numerous advantages deriving from the utilisation of those sites to B2B companies.
B2B social media is significant to B2B marketing literature today as knowing the importance of B2B businesses embedding the tool of social media into their marketing strategy and how these marketing efforts are perceived by the B2B resellers can further create profitability for the business in the near future.
The B2B Marketing Awards are the largest and most prestigious B2B marketing awards in the world, designed to honour and celebrate the most innovative, . › B2B Marketing magazine feature interview with senior executive from your company. › Branding on all marketing collateral pre-event and on the night - including
Finally, thanks once again to our industry supporters - ADMA, Marketing Magazine, B2B Marketing UK and the team at B2B Marketing Leaders Forum. Once again, we have had a tremendous response to our annual B2B marketing research - thanks to the 448 respondents who participated! 2016 is shaping up to be a pivotal year for
