The Business Case For

Account-Based

Marketing

Part I: Planning and

Budgeting

Introductions

#ABMDoneRight

Mani IyerCEO

Kwanzoo

Kelly WaffleExecutive Vice President

Markistry

Agenda

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1. Planning your ABM initiative: Key Considerations

2. The Kwanzoo ABM Planning and Budgeting Model

3. Recommended ABM Program Budgets

4. Planning ABM Display Programs

5. ABM Display Budget Allocation Best Practices

6. Measuring ABM Display Program ROI

What is ABM?

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Account-based marketing

allows you to reach,

engage, and influence key

users at your target

accounts.

Account Based Marketing vs Lead Based

Marketing

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ABM:1. Account Centric2. Outbound, Focus On Your Target Accounts3. Enables better Focus on Customer Up-Sell and Cross-Sell

“Engagement Matters”

Lead Based Marketing:1. People Centric2. Focus On Inbound Leads3. Marketing is Geared Towards Generating New Leads

“Form Fills Matter”

Planning Your ABM

Initiative

Key Considerations

#ABMDoneRight

Content:- Physical and Virtual Events

- Short Form Content

- Long Form Content

- Video

- Blog Posts

Programs:- Direct Mail

- Tele-Prospecting

- Display & Retargeting

- Content Syndication

- Third Party Webinars

Infrastructure:- Marketing Automation

- CRM

- Predictive Analytics

- Website Personalization

- B2B Attribution

Data:- Database Build-Out

- Account Data Structures

- Contact Data

- Behavioral Data

- Intent Data

Planning Your ABM Initiative: Four Key Investment Areas

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The Kwanzoo ABM Planning and

Budgeting Model

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Build Your

Pyramids

Manage Your

Bands

Top Accounts

Band (10s)

Growth Accounts

Band (100s)

Wide-Net Accounts

Band (1,000s)

Introducing the Kwanzoo ABM Program Budgeting (APB) Model

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Mapping Accounts for ABM Program

Investment: Key Considerations

Top

Growth

Wide-Net

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Investment Criteria

Revenue Potential (Pilot Deal, First Year

Expansion, Lifetime Value)

Brand Value (With Acquiring Other New Logos)

Account Engagement and Pipeline Stage

Propensity to Buy (30/60/90/180 Days - Is the

Timing Right?)

Customer Net Promoter Score (NPS) - Likely to

Grow Their Spend

ABM Data Quality (Reach and Coverage into

Target Account)

The Level of Personalization & Related Effort

Needed

The Global ABM Program

Budgeting (APB) Process

Company APB

NAM APB

(North America)

EMEA APB

APAC APB

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Recommended ABM Program Budgets

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Recommended ABM Programs and Budgets by Band

Top Accounts:

Very Customized, One-to-

One ABM

Custom App(s) to Engage all

Key Account Stakeholders

(Company, Customer)

$7.5K-$10K per account per

quarter

Account Revenue potential;

$1Mil+

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Recommended ABM Programs and Budgets by Band

Growth Accounts:

“ABM at Scale” Accounts

$300-$600 per account per

quarter (across programs)

ABM Display: Budget $75-

$100 per account per quarter

Display Ads + 1:1 SDR

Outreach (Email, Phone) to

Qualified Accounts

Account Revenue Potential:

$30K+

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Recommended ABM Programs and Budgets by Band

Wide Net Accounts:

“ABM Extended” Accounts

$150-$300 per account per

quarter

3rd Party Emails, 3rd Party

Webinars, Content

Syndication (1-2 targeted

leads / account), Outsourced

Tele-Prospecting

Account Revenue potential:

$10K+

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Planning ABM Display Programs

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ABM Display Program Options

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B2B RetargetingAccount-Based

MarketingPersonalized Display

ABM With

Job Title Targeting

ABM Social

(Facebook, Twitter)

ABM Global

(IP-Based)

Display

(Website)

Email and CRM

Retargeting

Account-Based

Site Retargeting

Display

(Direct Buy)

Display

(RTB)

ABM with Past

Purchase Targeting

Account Engagement Reports (Included with All Programs)

ABM IP and ABM Job Title Targeting Explained

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Target Account Filter

Job Title, Function, Level Filters

ABM Display AdsABM IP Targeting ABM Job Title Targeting

GlobalEMEA

APAC

ANZ

LTAM

NAM

North

America(NAM)

Kwanzoo IP Database Kwanzoo Cookie Database

ABM Display Budget

AllocationBest Practices

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Optimizing ABM Display Budget by Program and

Region

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REGIONS

AC

CO

UN

TS

NAM (ABM JTT)

EMEA(JTT) NAM & EMEA

(ABM IP) APAC & LTAM(ABM IP)

Prioritize In This Order

Case Study: Late Stage Software Company $50M - $75MGlobal ABM IP Targeting – Net New Prospecting and Customer Upsell

12,000+ Global Growth AccountsNorth America (NAM), EMEA, and APAC

NAM: 9000+900+ Active with

ABM IP

EMEA: 2000+700+ Active with

ABM IP

APAC: 1000+ 200+ Activewith ABM IP

1000+ NAM

Customers

Prospecting

100+ Accts

in ABM IP

Upsell

North America (NAM) APB -

Growth BandTotal Accounts: 8901

Unreachable (UN) – 161 (1.8%)

Programs Pending (PP) – 7540 (84.7%)

Under Development (UD) – 200 (2.2%)

Active Programs (AP) – 988 (11.1%)

Converted Accounts (CA) – 12 (0.2%)

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Measuring ABM Display Program ROI

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Measuring ABM Display

Program Success

Ad Clicks Website Visits SDR Activity Pipeline Value

ABM Display Success

Control Accounts Test Accounts

Identify

Control

Accounts

Ex: 300

Identify Test

Accounts

Ex: 300

Run Marketing

Programs:

Emails, SDR 1:1

Emails, Webinars,

Live Events

Run ABM Display

Programs

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Explaining the Kwanzoo Model for

Measuring ABM Display ROI

8Avg # of SDR

Appointments

per Month

50%Appointments that

convert to

Opportunities

$30KAverage Deal

Size for a B2B

Company

$120K

Baseline Opportunity:

$120k x (#SDRs)

x (# of Months)

AAdditional

Accounts

Engaged through

ABM Display

B%Engaged Accounts

that Convert to

Opportunities

$30KAverage Deal

Size for a B2B

Company

New Opportunities:

A x B% x $30K

New Opportunities from ABM Display

Baseline Opportunity

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ABM Job Title Targeting – $30,000 Budget

Tech Fee44%

Services17%

Cost Breakdown

Media/Data Fee

38%

Ad ClicksWebsite

Visits

Accounts

Engaged

Pipeline

Impact

514 85 17%1287

1158 212 42%3217

High High High High

Low Low Low Low

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1,287,000 Ads Served

Real Pipeline Impact for a B2B Company –

ABM Job Title Targeting (JTT)

B2B Company Specs:Avg SDR Appointments per Month: 8

Avg Deal Size: $30,000

SDR Close Rate: 25%, 2 SDRs

Pipeline Impact from $30k

ABM JTT Program:

17% - 42%

$720,000 Baseline

Opportunity per

Quarter

$318k - $795k

New Opportunities

per Quarter

x 25% closed $79k - $198k

Program Value

2.6X –

6.6X

ROI

85-212 Accts x 12.5% Opportunities x

$30k$120k x 2 SDRs x 3 Months

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Summary

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1. Planning your ABM initiative: Key Considerations

2. The Kwanzoo ABM Planning and Budgeting Model

3. Recommended ABM Program Budgets

4. Planning ABM Display Programs

5. ABM Display Budget Allocation Best Practices

6. Measuring ABM Display Program ROI

Resources

#ABMDoneRight

Account Coverage Report: http://www.kwanzoo.com/cms/account-coverage-report/

Blog:

http://cms.kwanzoo.com/blog/

www.markistry.com/blog

Guides and eBooks:http://www.kwanzoo.com/cms/resources/guides_ebooks/

Contact

Us

#ABMDoneRight

Phone:

Email:

Website:

Twitter:

408-216-7025, Kwanzoo

571-236-7367, Markistry

info@kwanzoo.com

info@markistry.com

www.kwanzoo.com

www.markistry.com

@kwanzoo

@markistry

Thank you for joining

us!

For more information on Planning and

Budgeting check out the full eBook.