High Performance ABM Capabilities Benchmark Report

3
4
Introduction
Maturity of Each Framework Capability
Executive Summary
5
6
10
27
31
34
The ABM Capabilities Framework
ABM Revenue Impact Segments
i. Account Selection
ii. Insights
iii. Content
iv. Orchestration
v. Delivery
vi. Measurement
Analyst Bottom Line
About the ABM Consortium
Appendix – Survey Background
Table of Contents
Perceived Compliance with the Framework8
33 About Demand Metric
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2High Performance ABM Capabilities: Benchmark Study Report - December 2015

INTRODUCTION
Demand Metric has researched the practice of Account-Based Marketing (ABM) for
nearly two years. Like other analyst firms, Demand Metric has established that the
adoption of ABM is occurring at a rapid rate and awareness is very high.
While not all B2B organizations have an ABM program deployed, almost all either have
a distinct plan to deploy one in the near future or are considering it. The adoption of
ABM is secure and the practice holds a solid place in the future of B2B marketing
strategies.
Through this impressive adoption of ABM, the critical question has now shifted to
understand how ABM is best implemented. To define how to shift this proven interest
and adoption to real marketing performance, are there best practices and maturity
milestones that lead to a greater revenue impact? Is simply including ABM in the
marketing technology stack enough to ensure its success?
The ABM Consortium, a collection of thought leaders and vendors in the ABM solution
space, has developed an ABM Capabilities Framework. The purpose of this framework
is to serve as a resource and guide to attain the best possible performance from the
practice.
This framework, which is presented later in this report, represents the collective
wisdom of ABM Consortium members. The research hypothesis for this study was
based on this question: does compliance with the ABM Capabilities Framework
result in greater revenue impact from ABM?
The research collected responses from over 500 survey respondents, more than half
of which are currently using ABM. The results of the study confirm the validity of
the research hypothesis.
This report will present the framework, the maturity milestones it represents,
recommended actions to achieve maturity with ABM and therefore maximize its
revenue impact.

EXECUTIVE SUMMARY
All of this study’s participants were from organizations whose primary focus was B2B,
and 69 percent of them were in a marketing role when they took the study survey.
Over one-third of the respondents were with companies of at least $100 million in
annual revenue.
The analysis of this study’s data provides these key findings:
§  Over two-thirds of the study participants report that ABM is
favorably impacting their revenue. But less than 20 percent were able to
report a revenue impact within a specific range of revenue increase (Fig. 1).
§  The primary motive driving less mature ABM programs is prospecting for new
customers, but as ABM maturity increases, the motive swings
dramatically toward cross/up selling to existing customers (Fig. 2)
§  The media delivery methods (Fig. 3) vary significantly by ABM maturity
levels. The most mature ABM users favor tailored email messages that are
part of nurturing flows (76 percent). The least mature users favor
retargeted ads to prior website visitors (66 percent).
§  The top reason given for not using ABM, given by 45 percent of respondents
who don’t have an ABM program, is: “Other initiatives have a higher
priority” (Figure 4).
§  For those using ABM, over 80 percent state that it is one of the most
important revenue generating strategies in use (Figure 5).
This report details the results and insights from the analysis of the study data.
For more detail on the survey participants, please refer to the Appendix.

ABOUT THE ABM CONSORTIUM
Demand Metric is grateful to the members of the ABM Consortium for partnering to
complete this research, for those who took the time to complete the study survey, and
to Direct Marketing News (DM News) for being the media partner.
The Account-Based Marketing Consortium is designed to help B2B marketers better
understand and deploy high-performance ABM strategies by sharing and promoting
adoption of best practices globally. The consortium’s objective is to expand the
successful application of this popular new practice.
To accomplish this objective, members have constructed and advocate a unique
capabilities framework consisting of six components that characterize successful
Account Based Marketing programs:
§  Account selection
§  Insights
§  Content
§  Orchestration
§  Targeted delivery
§  Measurement
The world’s top thought leaders have been handpicked for their excellence in
delivering these capabilities, partners include: Demand Metric, Engagio, Demandbase,
Vendemore, Azalead, MRP and Freya News.
Learn more about the ABM Consortium: http://www.accountbased.marketing

ACKNOWLEDGEMENTS
“Imagine as you build your dream home that you could get access to the
best tools, materials—and the most experienced contractors –in one place.
That’s what the Account Based Marketing Consortium is for ABM. As with
custom home building, the delivery is a little different for everyone, but
both successful home building and ABM start with a solid framework and
careful measurement.
This is why the Consortium’s 2015 Benchmark Study Report is
important. It’s vital to measuring progress. When built properly, few
marketing strategies can match ABM’s ROI. Markistry is proud to be a
seasoned architect in this alliance.”
Kelly J. Waffle
Executive Vice President/Co-founder
Markistry
www.markistry.com
Markistry is recognized for their immense commitment to both the practice of ABM
and participation with this consortium.

ABOUT DEMAND METRIC
Demand Metric is a global marketing research & advisory firm serving a membership
community of over 75,000 senior marketers with primary research & benchmark
reports, technology research & advice, consulting services, training, virtual events,
and a library of 500+ practical tools & templates.
Demand Metric’s core focus is to help B2B Marketing organizations improve internal
capabiities and connect their activities to revenue growth.
To learn more about Demand Metric, please visit: www.demandmetric.com.

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