SlideShare a Scribd company logo

#ABM: Two Truths And A Lie

•Download as PPTX, PDF•
•
G3 Communications
G3 Communications

Iron Mountain outlines its approach to Account-Based Marketing (ABM) through three levels: Ring Fence ABM focuses on high-touch marketing for large enterprise customers; Named ABM targets specific accounts and prospects grouped by attributes; and Book of Business ABM groups prospect companies by attributes aligned with sales territories and segments. The company discusses how it uses various technologies like its CRM, marketing automation platform, and data enrichment tools to enable personalized campaigns and communications across these ABM approaches. While some vendors and consultants promote ABM as a new strategy requiring investment, Iron Mountain views ABM primarily as a method of segmentation and messaging rather than something entirely new.

Related slideshows

Applying “UnMarketing” To B2B Engagement
Applying “UnMarketing” To B2B EngagementApplying “UnMarketing” To B2B Engagement
Applying “UnMarketing” To B2B Engagement
 
Killer Content In The Trenches: An Insider’s Look At B2B’s Top Campaigns
Killer Content In The Trenches: An Insider’s Look At B2B’s Top CampaignsKiller Content In The Trenches: An Insider’s Look At B2B’s Top Campaigns
Killer Content In The Trenches: An Insider’s Look At B2B’s Top Campaigns
 
The Journey From Content Marketing To Predictive Account-Based Marketing At PGi
The Journey From Content Marketing To Predictive Account-Based Marketing At PGiThe Journey From Content Marketing To Predictive Account-Based Marketing At PGi
The Journey From Content Marketing To Predictive Account-Based Marketing At PGi
 
1 of 29
#B2BMX #ABM Two Truths and a Lie Iron Mountain’s ABM Approach
#B2BMX About me Leslie Alore Director, Global Marketing Operations & Automation Iron Mountain, Inc.  Database management  Tech stack integrations & management  Marketing automation (campaign execution)  Lead routing & management  Analytics  Marketing operational processes  Demand funnel methodology @lescocco
#B2BMX About We help companies store & manage business information – physical and digital – at scale. $4B in annual revenue 20K employees220K customers 1.4K facilities 46 countries 85M square feet of storage real estate
#B2BMX 2.1M MarketingatSCALE 20K 9 28 6 30K 2 650 $49M Records in the marketing database New leads per month Countries running lead gen programs (and growing) Demand managers with revenue targets Automation/operations managers managing data and lead flow Target accounts Analysts monitoring funnel & revenue performance Campaigns per year in Marketing-Generated revenue targets
#B2BMX Let’s play a game….
#B2BMX 1) Iron Mountain has our ABM strategy mastered 2) Every B2B business should be doing ABM 3) ABM means different things to different businesses Identify the LIE
#B2BMX 1) I get an average of 26 sales/marketing emails a DAY…on average, 24 (92%) mention ABM 2) Every marketing tech tool should be evaluated in consideration of how it can be leveraged in support of your ABM strategy 3) If you don’t have an ABM strategy at this point, you’re behind the curve Identify the LIE
#B2BMX 1) B2B sales people get ABM 2) B2B sales people think all marketing (and sales) is ABM 3) Iron Mountain’s B2B sales people barely understand what marketing does, let alone what ABM is. Identify the LIE
#B2BMX 1) Consulting and Martech vendors often promote ABM as a hot new strategy which requires incremental investment 2) Iron Mountain leadership believes ABM is a hot new strategy which requires incremental investment 3) Iron Mountain’s marketers treat ABM as a method of segmentation and messaging rather than a new or incremental way of marketing Identify the LIE
#B2BMX What is ABM? According to Marketo: - SiriusDecisions
#B2BMX  Breaks down sales and marketing silos  Communicates with accounts as markets of one  Defined universe of accounts  Personalized campaigns  Strategic marketing initiative  Been around forever, now supported with more technology What is ABM?
#B2BMX Our Approach…
#B2BMX Ring Fence ABM Small set of named large enterprise customer accounts identified for highly customized marketing. Goal is loyalty & retention, leading to cross-sell.  Highly targeted collateral & messaging to support Sales Enablement  High touch, small customer events  White gloves – no outbound marketing  On-site web personalization by company Named ABM Named accounts – customers and prospects, grouped by attribute (size/vertical/vended vs. unvended). Goal is new business and cross sell.  Targeted collateral and messaging by attribute to support sales enablement  Targeted inbound & outbound marketing by account  On-site web personalization by company attributes Book of Business ABM Prospect companies aligned to a sales territory and/or segment grouped by attribute (size/vertical/vended vs. unvended). Goal is new business.  Targeted collateral and messaging by attribute  Targeted inbound outbound marketing by attribute  On-site web personalization by company attributes
#B2BMX  Breaks down sales and marketing silos  Communicates with accounts as markets of one  Defined universe of accounts  Personalized campaigns  Strategic marketing initiative  Been around forever, now supported with more technology What is ABM?
#B2BMX Ring Fence ABM  Enables breakdown of sales and marketing silos  Communicate to accounts as a market of one  Targets a defined universe of accounts  Leverages personalization at account and individual level via sales channel Named ABM  Enables breakdown of sales and marketing silos  Targets a defined universe of accounts  Leverages personalization at account attribute level powered by technology and via sales channel Book of Business ABM  Enables breakdown of sales and marketing silos  Targets a defined universe of accounts  Leverages personalization at account attribute level powered by technology Not a specific initiative, It’s simply the way we work Potential for silo-breaking, but not all of sales ‘gets marketing’
#B2BMX Let’s talk tech…
#B2BMX Third Party Lead Gen Our Tech Stack Web Marketing Automation CRM Data Enrichment & Validation Event Management Content Reporting & Analytics Other Stuff These are not ALL ABM tools… …and that’s OK.
#B2BMX Ring Fence ABM Named ABM Book of Business ABM
#B2BMX Let’s discuss a few…
#B2BMX Ring Fence ABM Book of Business ABM Named ABM • Enables customer education, engagement & advocacy • Integrates with SFDC so sales can refer customers • Presented as a value-add to our customers & point of differentiation • Marketing-run software • Sales-enablement tool • Source of truth for sales content & intelligently presents content based on opportunity stage • Integrates with SFDC for ease of access • Sales Ops-run software, with both sales and marketing- created content
#B2BMX Book of Business ABM Named ABM Ring Fence ABM • Account and Lead database • Enables target Account research and prospect discovery within SFDC • Automated data enrichment fills in demographic and firmographic data via Eloqua integration • Targeted outbound campaigns based on firmographic and demographic attributes • Enables targeted, automated programs and dynamic content • Integrated behavioral insights passed to SFDC on Lead, Contact and Account records.
#B2BMX Named ABM Book of Business ABM Ring Fence ABM • Targeted third party programs • Content Syndication aimed at defined set of accounts • Data validation & enrichment • Find the right ‘watering holes’ for target accounts and personas • Web technology enabling dynamic content population on the web based on account attributes • Powers a more personalized web experience • Improves on-site conversions
#B2BMX 1. An understanding of sales and business priorities. 2. A defined approach to marketing segmentation for tactics, channels and messaging, with an account-focus (ABM) 3. Alignment with sales leadership about go-to-market approach and revenue targets 4. Implementation of technologies that enable our approach What we have achieved (in order)
#B2BMX 1. A plan for a unique ABM initiative and budget 2. Use of the term “Account-Based Marketing” as a way to define our approach the business or sales 3. Deep penetration and alignment with the lower levels of the sales organization (many sales folks in the field still don’t ‘get marketing’) What we have NOT achieved
#B2BMX 1) Iron Mountain has our ABM strategy mastered 2) Every B2B business should be doing ABM 3) ABM means different things to different businesses Identify the LIE
#B2BMX 1) I get an average of 26 sales/marketing emails a DAY…on average, 24 (92%) mention ABM 2) Every marketing tech tool should be evaluated in consideration of how it can be leveraged in support of your ABM strategy 3) If you don’t have an ABM strategy at this point, you’re behind the curve Identify the LIE
#B2BMX 1) B2B sales people get ABM 2) B2B sales people think all marketing (and sales) is ABM 3) Iron Mountain’s B2B sales people barely understand what marketing does, let alone what ABM is. Identify the LIE
#B2BMX 1) Iron Mountain’s vendors promote ABM as a hot new strategy which requires incremental investment 2) Iron Mountain leadership believe ABM is a hot new strategy which requires incremental investment 3) Iron Mountain’s marketers treat ABM as a method of segmentation and messaging rather than a new or incremental way of marketing Identify the LIE
#B2BMX

More Related Content

#ABM: Two Truths And A Lie

  • 1. #B2BMX #ABM Two Truths and a Lie Iron Mountain’s ABM Approach
  • 2. #B2BMX About me Leslie Alore Director, Global Marketing Operations & Automation Iron Mountain, Inc.  Database management  Tech stack integrations & management  Marketing automation (campaign execution)  Lead routing & management  Analytics  Marketing operational processes  Demand funnel methodology @lescocco
  • 3. #B2BMX About We help companies store & manage business information – physical and digital – at scale. $4B in annual revenue 20K employees220K customers 1.4K facilities 46 countries 85M square feet of storage real estate
  • 4. #B2BMX 2.1M MarketingatSCALE 20K 9 28 6 30K 2 650 $49M Records in the marketing database New leads per month Countries running lead gen programs (and growing) Demand managers with revenue targets Automation/operations managers managing data and lead flow Target accounts Analysts monitoring funnel & revenue performance Campaigns per year in Marketing-Generated revenue targets
  • 6. #B2BMX 1) Iron Mountain has our ABM strategy mastered 2) Every B2B business should be doing ABM 3) ABM means different things to different businesses Identify the LIE
  • 7. #B2BMX 1) I get an average of 26 sales/marketing emails a DAY…on average, 24 (92%) mention ABM 2) Every marketing tech tool should be evaluated in consideration of how it can be leveraged in support of your ABM strategy 3) If you don’t have an ABM strategy at this point, you’re behind the curve Identify the LIE
  • 8. #B2BMX 1) B2B sales people get ABM 2) B2B sales people think all marketing (and sales) is ABM 3) Iron Mountain’s B2B sales people barely understand what marketing does, let alone what ABM is. Identify the LIE
  • 9. #B2BMX 1) Consulting and Martech vendors often promote ABM as a hot new strategy which requires incremental investment 2) Iron Mountain leadership believes ABM is a hot new strategy which requires incremental investment 3) Iron Mountain’s marketers treat ABM as a method of segmentation and messaging rather than a new or incremental way of marketing Identify the LIE
  • 10. #B2BMX What is ABM? According to Marketo: - SiriusDecisions
  • 11. #B2BMX  Breaks down sales and marketing silos  Communicates with accounts as markets of one  Defined universe of accounts  Personalized campaigns  Strategic marketing initiative  Been around forever, now supported with more technology What is ABM?
  • 13. #B2BMX Ring Fence ABM Small set of named large enterprise customer accounts identified for highly customized marketing. Goal is loyalty & retention, leading to cross-sell.  Highly targeted collateral & messaging to support Sales Enablement  High touch, small customer events  White gloves – no outbound marketing  On-site web personalization by company Named ABM Named accounts – customers and prospects, grouped by attribute (size/vertical/vended vs. unvended). Goal is new business and cross sell.  Targeted collateral and messaging by attribute to support sales enablement  Targeted inbound & outbound marketing by account  On-site web personalization by company attributes Book of Business ABM Prospect companies aligned to a sales territory and/or segment grouped by attribute (size/vertical/vended vs. unvended). Goal is new business.  Targeted collateral and messaging by attribute  Targeted inbound outbound marketing by attribute  On-site web personalization by company attributes
  • 14. #B2BMX  Breaks down sales and marketing silos  Communicates with accounts as markets of one  Defined universe of accounts  Personalized campaigns  Strategic marketing initiative  Been around forever, now supported with more technology What is ABM?
  • 15. #B2BMX Ring Fence ABM  Enables breakdown of sales and marketing silos  Communicate to accounts as a market of one  Targets a defined universe of accounts  Leverages personalization at account and individual level via sales channel Named ABM  Enables breakdown of sales and marketing silos  Targets a defined universe of accounts  Leverages personalization at account attribute level powered by technology and via sales channel Book of Business ABM  Enables breakdown of sales and marketing silos  Targets a defined universe of accounts  Leverages personalization at account attribute level powered by technology Not a specific initiative, It’s simply the way we work Potential for silo-breaking, but not all of sales ‘gets marketing’
  • 17. #B2BMX Third Party Lead Gen Our Tech Stack Web Marketing Automation CRM Data Enrichment & Validation Event Management Content Reporting & Analytics Other Stuff These are not ALL ABM tools… …and that’s OK.
  • 18. #B2BMX Ring Fence ABM Named ABM Book of Business ABM
  • 20. #B2BMX Ring Fence ABM Book of Business ABM Named ABM • Enables customer education, engagement & advocacy • Integrates with SFDC so sales can refer customers • Presented as a value-add to our customers & point of differentiation • Marketing-run software • Sales-enablement tool • Source of truth for sales content & intelligently presents content based on opportunity stage • Integrates with SFDC for ease of access • Sales Ops-run software, with both sales and marketing- created content
  • 21. #B2BMX Book of Business ABM Named ABM Ring Fence ABM • Account and Lead database • Enables target Account research and prospect discovery within SFDC • Automated data enrichment fills in demographic and firmographic data via Eloqua integration • Targeted outbound campaigns based on firmographic and demographic attributes • Enables targeted, automated programs and dynamic content • Integrated behavioral insights passed to SFDC on Lead, Contact and Account records.
  • 22. #B2BMX Named ABM Book of Business ABM Ring Fence ABM • Targeted third party programs • Content Syndication aimed at defined set of accounts • Data validation & enrichment • Find the right ‘watering holes’ for target accounts and personas • Web technology enabling dynamic content population on the web based on account attributes • Powers a more personalized web experience • Improves on-site conversions
  • 23. #B2BMX 1. An understanding of sales and business priorities. 2. A defined approach to marketing segmentation for tactics, channels and messaging, with an account-focus (ABM) 3. Alignment with sales leadership about go-to-market approach and revenue targets 4. Implementation of technologies that enable our approach What we have achieved (in order)
  • 24. #B2BMX 1. A plan for a unique ABM initiative and budget 2. Use of the term “Account-Based Marketing” as a way to define our approach the business or sales 3. Deep penetration and alignment with the lower levels of the sales organization (many sales folks in the field still don’t ‘get marketing’) What we have NOT achieved
  • 25. #B2BMX 1) Iron Mountain has our ABM strategy mastered 2) Every B2B business should be doing ABM 3) ABM means different things to different businesses Identify the LIE
  • 26. #B2BMX 1) I get an average of 26 sales/marketing emails a DAY…on average, 24 (92%) mention ABM 2) Every marketing tech tool should be evaluated in consideration of how it can be leveraged in support of your ABM strategy 3) If you don’t have an ABM strategy at this point, you’re behind the curve Identify the LIE
  • 27. #B2BMX 1) B2B sales people get ABM 2) B2B sales people think all marketing (and sales) is ABM 3) Iron Mountain’s B2B sales people barely understand what marketing does, let alone what ABM is. Identify the LIE
  • 28. #B2BMX 1) Iron Mountain’s vendors promote ABM as a hot new strategy which requires incremental investment 2) Iron Mountain leadership believe ABM is a hot new strategy which requires incremental investment 3) Iron Mountain’s marketers treat ABM as a method of segmentation and messaging rather than a new or incremental way of marketing Identify the LIE