B2B Revenue Acceleration
B2B Revenue Acceleration

Episode · 2 years ago

36: The B2B Marketing ABM Competency Model w/ Joel Harrison

ABOUT THIS EPISODE

ABM continues to attract attention globally. What began as a B2B marketing phenomenon in the US, has penetrated European markets.

If you google “account-based marketing,” you’ll find just over half a billion results. Breathe easy. We brought in an expert, Joel Harrison, Editor-in-Chief at B2B Marketing.

B2B Marketing is an organization dedicated to serving B2B marketing professionals. As they continue to research the state of ABM around the globe, they’ve developed the ABM Competency Model. Joel broke down the entire model for us on B2B Revenue Acceleration.

And, he did it in sales terminology.

You're listening to be to B RevenueAcceleration, a podcast dedicated helping software executives stay on thecutting edge of sales and marketing in their industry. Let's get into the show hi welcome to be to be a revenueacceleration. My name is OANAMT and amiar today, with Jon Harrison, editoinchief ad bit to be marketing. How are you today, John? I'm, really good, verygood lihes to be here. Thank you. So today we will be talking about the bitto be marketing. ABM competency, model, okay, so it's an interesting to take amreally looking for towear more about that. But before we go into detail, canyou please introduce yourself to audience and tell us mall about yourrole and also what be to be marketing is so I'm editor in chief, which is avery grandios title, but I'm, I guess responsible for all the content at thetop level that my organization presents and what we do is we're an information,a portal infvation provider for Pol be to be marketers, and our objective isto help be to be marketers, be more successuful, be more effective and helptheir organizations in term. Be Successful and then we do that througha variety of different channels. We run bi conferences, we do training, weproduce sor of content. We have a magazine Ow, we do webernars all kindsof, and we have an advisory, offering AAROUND ABM in particular to helppeople get started with it. So our aims to be the kind of central, touchfom orbetebe marketers and to help them on their journey and to be more successfuland better markets in the future that ans interesting, so jor, O othe. Lastfew years, you've developed a long study to Underston. Our ABM has beendeployed in Bitobe organizations based on this research. You've built what youcall the ABM competency model. Can you please share with audience ow. Thisstudy was conducted, how many companies got involved in using the model andassisting where they were with their ABM journey, so yeh. So this thiscreeny came about three or four years...

...ago. We noticed the real massiveincrease in interest in account base marketing. He want to kind ofunderstand it and document it, because it's it was definitely certainly onthis side of the Atlantic. Things are a bit more advanced than the US at thekind of a beginning of the journey with ABM, so it was a great time to kind ofto help track its development and help understand it and an help and help thatjourney out that evolution and acceleration along the journey. So whatwe've? What we've done is we've over a couple of Yearas at Weis, now we'restarting to do our third one now for weould be launched later in the year,we'v Don a sensus of our audience, and we have about ninety thousand beatbemarkets Inou in our audience, I'm looking at Bair use of ABM and how andhow it's developing I sophisticated is, and I think what we've shown is thatinitially, at least you know a couple of years ago, it was a relatively lowlevel. People were really only getting to grips with ABM. No, there was a lotof lack of understanding or misunderstanding about what it actuallywas. It was starting to see that develop and Hen te framework or themoder rather is designed to really incaptuate all of those learnings andand allow people to see both where they are in the journey and what they've,where they'v come from as compared to other people, but also to help peoplesee where they might be going in the challenges they're going to be facingin the future. So it kind of does two things. It allows you to bench, MarkYourself against the kind of the average feed to be market or the abrishbeating bemarcesing firm, and then allows you to see where you might begoing in the challenges you're going to face and then give you a kind of a help.You Start Frang up how you GOIN TA dress those challenges. Okay- and youhave a mix of be to be marketers from each side of the Atlantic- was thefocus of the study very much on the UK. Slash European marked us. It was waitedtowards the this side of the Atlantic, definitely a an and then that turnwaited to the UK. It's about seventy five percent. Over this side- and so-and I think so- it's reflective of what of where ABMO is over here right now,andm looks a bit different in this days. I think it's more technolgically driven,whereas the kind of a lot of the weight of interest over here is more aroundthe kind of the strategic, the one to one type of Abea, absolutely and ithingI's, probably due to the the natiure of...

...the territory and the volume ofaccounts and the volume of contact that we can go after. But we do feel thesame when we engage with our clients and we speak about accoumbage, it seemsthat the European models tend to be a little bit more talogs. You know humanmade you in a way or ine us we tra to skaretes through technologis, so yeah tat t, that's something war. I mea the always anthat', that's a really goodpoint. Actually around the SE size, the I mean we, the other factor I thinkthat's playing into that is that the the technology benders are fantastic atmarketing and I'm sure you can recognize thatscenario at all. Soio know what you're taking bout Yor, they were. People like demandbasepeople like engage you. People at terminus are doing a fantastic job inthe US and Hab Bhat they've been doing it there for longer tevangelize aroundwhy people used to should use their technology and as a kind of a startingpoint in ABM. Whereas- and I don't know if you've see this but over here oftenthe kind of programatic aspect of it tends to come in when people have gottheir heads around the strategic side of things, an an they're looking to kinan approach whan. I think- and I think it's also the question of the daytime-an we've seen. I don't want to mention any vendals, but we walkin with lots ofvendors wacually originally from the US and what they would ever Cam Mor basein the US and it he a team ere in Europe, trying to replicate yoursuccess arfraid to replicate the the strategy of the US market and Weoffensevendors using solution and not undersoning. Why do solutions are notas performant as dein the US market, and I think there is a few thingsbehind that that are privacy being one of them. I think there is far lass dataand even if youuse, the discoverlate Ol and the ranking and the Zoom Wi seemsto be the same company now aanyway, but the depth of data. The depths ofintelligence is not as rich as in the US. It's also the consumption of peopleI think you've got you know because you've got less. The volumes are not asgreat and because it's potarget he the think you need to need to shop on yourpencil and and final strategiicis, probablyLittlae, bit more direct, sometimes and...

...going on engaged with them with amortillo approach. WASI'm just waiting for the Conalgy to tell you, wh whosgot an interest in your solution, and particularly, I think, when you are may believe. I guess when you aretargeting- and you want to start u ABM approach with really executive touches.Really Ite Chese is O ot, the gay that will be donloading content and readingyour white papers and all that sort of great stuff sometime is good to findouto way to get in front of them and to be petinent in that context, and thatdoes take quite a strong celsen marketing qualitions, as well as lotsof eirfouts and thinking process. But coming back to your Studian and the ABMcompetency modal in the map, you built, you outline fiveelements of delivery in an account base approach. Can you please show with uswit those five elements? Are I don'two briefly explain why they are soimportant? Okay? Well, thank you. Thank you. An and yeah. We wanted to try todemonstrate the key things: The key areas which Arwat shall contributetowards successful a Cambase marketing program and so just to run throughthose from the top level, but the five that we selected and there are lots bythe way, but these are the ones which we having spoken to alovthe market andHav. You know be helping companies doing ABM oselves. These are the oneswhich we think are the most nent. The probablyhe most important to focus on,and they also have go act to certain extent as well, so these are alignmentaccounter inish data and insight technology and then lastly, program andcontent execution, so to go back to the top with those the alignment. One isaround specifically, as you expect around sales and marketing alignment,which is obviously a hot topic in btob and always has been an unfortunatelypossibly always will be, but it's also yeah. I think we can all. We can allshare that pain, can't we and then but also ithere's, an element of alignmentwofh. Other people like the CEAS Thi CEO and the C Seet, making sure botyunderstands what it all actually means and the hell what success is going tolook like, and you know, and the...

...alignment, the the kind of nature ofthe alinement challenge changes over time. I guess we'l look at thedifferent stages in a moment, so that's the alignment piece and then they ca.The next one is a count definition, and this is the this- is actuallyunderstanding what an ideal account would look like and looking at the sizeand type and type of number of different accountship going to work onwork on targeting. So I guess this probably Pertains Tho Strategy forcertain extent as well. You know, are you going to be strategic one to one?Are you going to going to be Lihtis one to few ER? We going to be program somany so so again this can change, and this is probably will change as you goas you. We Mor more more competent and more comfortable with this. The thirdone is Dato an insight, and again this is around the palling of informationwhich both he sales and marketing teams have and continued to accrue and how toand kind of creating means of which to keep big diving deep into thoseinsights, mapping them understanding, whete the gaps are cleaning them up,sharing them, making available crating this kind of virtuous circle of feedback and content of feebackn andinsighted to Allowin the program to get more more sophistigated. The fourth oneis technology, and we all know about marking technology. We mentioned itjust now: YEAPLAC GOL role. If you're starting out with ABM at strategiclevel, you probably don't need any specific mocasing technology or EspeAban Technology. Yo, probably can just be using what you up using for demand,generation, crm, crm and Markti automation, possibly social tools, but,as you become more sophisticated to start and Particularl F, you startdoing going down the programatic rigor, you'll, probably start to relin moreand more on technology, and then the last piece is the program. is theprogram and content execution. So this is around all the activities, all thecontent, Tha Pos, usseeing, the white papers and microscience, the directmale that all of those things which actually going out to the audience PROVforming the the outreaching h and the the actual kind of engagent marketingwhich people can know and will respond to and which yourl drive in terest andall the sales and a sell support to activitis. Well, so so those are thoseare which we think of the five elements right. What do you think about those?Are there? Any Thet you think I've...

...missed or any or any any comments abouthow we struck Hor SOMON. I think I think I think it's it's a nice Si, soit's a good way to describe the journey is so it's you know. It's other faith.Kear Mans. I think my question is more round and it's a bit of a leadingquestion because I may have an idea abut when the Ansorris from myperspective, but which one of those five elements do you believe is themost challenging for the Otherageb to be marketer. Well, I think they get.They become more challenging at different times yeah, and I don't thinkso. I'm going to if you had to talk about t all h across the journey, I'mprobably going to say dayto an insight, because this has always been achallenge for B to be marketers, Busi Margeting S. Noben is data or insihtsave as it should be, but you know you can't get ather, but then thetechnology piece becomes more challenging as you go on program andcontent, Execution Partis, probably what Marc has already been doing, theyejust don't be doing it better and the top to well the alignment piece anddefinition piece of of kind of foundations. If you cave and got thatyou're never going to get anywhere, or at least now y very far, so it was youmost challenging. I think your linment is diff w. We feel we feel tat ourclients, partners and prospects people. We speaking tween. The market ingeneral have a little bit of an issue with your alignment and I think it'sabout sometimesit s. The alignment not just with the Cellstan is Tyo alignmentwith your God is the alignment with your management? How do you get peopleto you know dwong of Stonin, in a business that you've got to change theway you you mersure yourself as a Seabo or as a bit as a bit to bemacketer ingeneral, okay, Wif. We do an Accountis approchiate, but let's not talk aboutmarketing Qualifienis. Let's not talk about meetings. Let's not talk aboutthe way we used to evaluate ourselfe or evaluate marketing, but let's try tofind U Kpas. I think weve seen a few be to be marketer of finding it difficultto change the mentality in term of how they will mersure and ow the successwulbe Measur, and then it's about getting the you can get the byind. I thinkselestine get it. I think channel team...

...would get it as well, depending on themodel. You've got mats about getting that glue between what we want to dofrom authoretical perspective and then keeping the consistency going O. Ithink people would be telling us that obitto be marketers will be telling usat they. Don't ful have an issue in rallying the syl sellsteam around them,and even sometimes the management to run them for part of treght to sixmonths. But if there is no real achievement done within three to sixmonths, which is tough because we're talking about business close her right,I would say at o average clients would have an evereggin value. If I was Otake all our clients, I think my Godfiel would be to say around nineteetwo hundred and twenty t dollars. You don't cruse that sort of deals in acouple of weeks. You know it takes your times to go and create the Demon andthe more distructive you are as a solution as a product, the moredifficulties to close the deal. So it's about a ringing ofgh time to provethemselves and to pove the viability, the pertinance of Theadm as well askind of sometimes changing the way marketing his measure, it's like beingthe Messie. You know you've got to come on and SA we're going to do somethingnew, but I've got a bad news. It will happen over night es. That's o toughwat. I think I've absoutey agree. I think it's always. I mean this isforanial issue. You know marketings Alit with the rest of the business,particularly sales. You know this, it's almost it's almost a cliche and wecontinue to hope. Hat Het will get better. You know we hope it would getbetter with marketing automation and it and in some ways it did because itcrated a new kind of environment and a new language people to talk, but alsoCreati, new kinds of conflict. You know kind of these offrom the kind oflanguage and the metrics Tho were using creative opportunities for conflit.Whereas to do abeon properly really has to be harmonious and, as you say, it'sa very different mon. It doesn't happen quickly and bet. Bergis is one of theleading lights, a tem. I think she, you know she a entered gray alelogy. Youknow th and exact. You touch that just then. If you tell you know you magt tesay you're able to, can you want to do abm? You Convinced Tho, see the CEOthat w you're going to do it and it's...

...going to be very effective and thenthey're going to. They think that it's that it's going to make a changeovernight, and it doesn't do that. You know it does take. It takes time,commitment, perseverance, all of those unfortunate things which which we allassume beings lete to get results quickly. No one wants to know what tosell you a message that it's going to take eighteen months, because, but we've seen you know, we've seen wese we take another anelorgy, because we've seen companies and Particu is alarge or one they've got what I would call a Ferrary of the ACM basedmarketing, so they've got they've got they've got it all figured out in timeof. Do I want to go one to few one to one one too. Many actually ire going totake this re approach, because you know for the the most strategic people Iwill go for the one to and the one in the middle. I will go for the one toHou the one at the bottom tat I still need to influence. Oi will take the onetoo many and they create all those beautiful content and journeys N and,quite frankly, this is a fair ARY oftand. I can' base APROJ OE beautyful.Everything is beautiful. The prime they've got that they've got no pitrol,they've got no guess to put in the cow and at tats the that an insight, andthen there is no drivers. Yeah orthering, no one woild s say well aital. You know what I going Ta take to driving sit and Weis taking is rivisesand we do feel in what we do at Oporatics IING, no part of what we doit being a what we call a business, developmentfunction and intenal sallsfunction. We believe that that pot is actually very critical, because this isthat Palet will get you to first engagement, but then you've got thesellesteam being invored. So when the Sellstam being involved, the need topush us from the driving set. Take the driving sit for one hour, O two hourswhen they meet with the prospect, then come back to US and marketing. We sitaround the car and we say okay. This is what happened at the meeting. What thisis, what we need to drive now and Eyou need to find aothor driver to get intothe CA. Is that's the one reason that we take? You get that fantastic bpiturin the war, but you still need a driver and it'sa lot of factor that getinvolved and if the Kuy is congratible, you need to Youneed to have some senout there as well. So itsi guess you...

...know what I mean with Tenegyjoosophat,I'm really kin twi about, because that's the thats Teoso Ono we've got Otrr analogy on top of the five elements of delivery. You also divide the MODORin five stages: Yeah in the ABM Journey. So could you could you peas, take usThrouh, five tages and again, you know explained a little bit. You know aboutwhich every single one of them is yeah, ither thats. Thank you, and you knowthese five stages are to they stik. Hopefully they theyreasonably the prison straightforward. You know the first one is to go fromstage run understandings Tays, two preparing stays, throgh deliveringstage for upscaling stage by perfecting yeah, and these are relativelyarbitrary right. You know they could and they're not they're, notnecessarily defined people could defind the stuty differently, but we definethem really as around. The understanding piece is really trying toreally kind of scoping th opportunities for a cowbase marketing, understandingwhat it means for you and probably orditing what it is that you do already,because so much about Accoun based marketing, againto quote Ber Burgecis,just good marketing, and so a people will be doing it. They should have beendoing it, always Marcol Marcolas don professor Macal dances. It's just doingwhat marketing should always have been doing, and some of it is naturallydoing it anyway. But it's often in kind of this, I think I call it accidentalABM, but it's not necessarily planned out so understanding what's happeningalready a and what whether this pockets of best practice exist, and then nextphase is preparing. So a CRANA ABM team, getting stake, holdrs on board runninga pilot, you know, setting someselves and marks and injectives, and that'sthe Stateso that', that's kind of just getting getting beyond the Inurtia,actually getting something moving delivering is actually having thisstage three having a collaborative relationship delivering on someobjectives. It's probably to your point. Just now is probably not around revenue,because you know you make a very, very good point. So much of be to berevenues of kind of eighteen months. You KN ow can be six to eighteen monthsin terms of tevery even longer in some...

...situation, so it's probably around morearound the engagements and the kind of pipelane generation and all those kindof things or opportunity, creation whatever and then stays for asupscaling. So you proven the model probably bookbearing mind our audienceis perspective. You probably proven it in a strategy, cabian capacity and soyou're looking to move to. You may even gone to a kind of a one to few, so youlook to go to one to one to many and so this day, you're looking to get greaterbudgets, more resources and there's lots of internal champion. So you'vereally proven. This is as a major plank of art. Your marketing and salesdelivery and the last day about say five is about perfecting what you'vegot so so its total collaboration, understood across the old organization,you're, probably using some of the most sophisticated technology and you're avery much of the bleeding edge, and it's worth saying there are very fewpeople at that stake. There are some people there, but there are very few,at least in the UK around that so, but I don't think it's impossible to getthere and far from it. But T Y. U know it requires, as I said, consistency,persistence and buying absolutely no agree with you Olgo thanks for that JodI mean I really appreciate your claime and Aldidn say that you've been you'vebeen sharing with us today. Now, if anyone would like to engage with you,carry on that conversation potentially come back to some of the points wediscuss with you and go into a little bit more diters. What is the best wayto discuss with you engage with you, get your attention and start aconversation with you. Well, you can you can love to lot to get any feeback.Any comments and suggestions around this- and you know you can hope we can.You can download the this framework for free, have a look at that. There's alsoa kind of a likt version of the sensors report. We did with some someindoftopline finding, which is which is available as well. I hope we can makeit available around this podcast, but o that we fantastic would reallyappreciate that you can tweet me at Joe Underschool BEA to be editor. That'snot as be theres. Another jol Harrison an twitter who's, a whiskey Connissar,I'm not him by the way. I don't particularly like whisky, I'm more of abeer person, so don't get be confused...

...of him. I'm the JOEIT'SA! I got friends.I got sent some whiskey for him by the way once which is quite nice, to go itto member the team ind, never to the AG to work out. Why I got it. I ges tickand yeah yeah we better if its BER and all you can get linked in and you canfin me quite easily there or email me Joe Dot Harrison a B to b marketingdotnet Jol do Harrison Abe to be market in Dotner, but that's wonderful, manythings again, jol and yeah. It was great to have yonder show today. Thankyou very much really insesting conversation thanks. We having one operadics has redefined the meaning ofrevenue generation for technology companies worldwide, while thetraditional concepts of building and managing inside sales teams in househas existed for many years. Companies are struggling with the lack of focus,agility and scale required in today's fast and complex world of enterprisetechnology sales see Ow operatics can help your company accelerate pipelineat operatics, dot net you've been listening to B, to be revenueacceleration to ensure that you never miss an episode subscribe to the showin your favorite podcast player. Thank you so much for listening until nexttime.

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