2016 Strategies for B2B Success Start Here: Account-Based Marketing Meets Accounts-

Based Sales Development January 13, 2016

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Today’s Speakers

David Pitta Sr. Demand Generation Business Analyst TOPO

Kevin O’Malley VP of Demand Generation

SalesLoft

Moderator

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Peter Isaacson CMO

Demandbase

The sales and marketing divide

MARKETING SALES

Leads

Personas

Quantity

Individuals

Opportunities

Buyers/Influencers

Quality

Accounts

Click Through Rates

Impressions/CPMs

Web Traffic

Unique Visitors

Conversions

Inquiries

MQLs

What we like to

Measure

How we should

Measure our performance

Opportunities

Pipeline

Close Rates

ACV

Funnel Velocity

Target Account Activity

Lift

Retention And Upsell

Measure everything But set goals on

business impact

We focus on quantity

instead of quality

Account-Based Marketing

Identify the companies

most likely to buy, and

then market to them

Account-Based Marketing

Identify the companies

most likely to buy, and

then market to them

Why Account-based

Marketing?

Focuses on

best opportunities

Delivers customer-

centric experience

Supports

Sales reality

Connects Marketing

to revenue

Evolution of Account-Based Marketing

1995- 2005 2005-2012 2012>>>

• Limited in scale

(25-50 accounts)

• Field Mktg centric

• Analog in approach

• Improved scale

• Email centric

• Industry focused

• Post hand raise

• Reactive

• Fully scalable

(5000+ accounts)

• Full funnel

• Multiple targeting

options

• Pre hand raise

• Proactive

What drove the change?

IP Targeting

Account-based, real time bidders

Real time customization

More bandwidth/faster speeds

DMPs

Frustrated B2B Marketers

More

marketers are

AWARE of ABM

of B2B companies are

aware of ABM.

75%

of marketers say that

ABM delivers higher

ROI than any other

marketing approach.

84%

of B2B companies

employing ABM plan

to increase their ABM

efforts over the next

12 months.

72%

of B2B companies

employing ABM plan

to invest more in

technology over the

next 12 months.

61%

More

marketers are

USING ABM

of B2B marketers

employing ABM

stated they are

aligned with sales.

91%

of B2B companies said

Account-Based

Marketing has an impact

on marketing’s success.

96%

More

marketers are

having

SUCCESS with ABM

Getting Started with ABM

Align sales

and marketing

Identify

target accounts

Develop ABM

Marketing Plan

Measure

Demandbase Funnel Metrics

MQL SAL PIPELINE CLOSE

82%

49%

24%

96%

64%

42%

17%

51%

75%

Demandbase Business Metrics

Sales Team Close Rate ACV Funnel Velocity

Enterprise +285% +35% +2%

Mid Market +166% +40% -20%

Advertising +57% +31% +65%

Aligning Account Based Sales Development With

Your ABM Strategy

Journey of why and ways to start today!

The Journey

ccount

ased

ales

evelopment

Account

Based

Sales

Development

What is Account Based Sales Development?

According to

“This strategy, founded on the principles of Account-Based

Marketing and adapted for sales development, focuses on

launching tailored, SDR-driven campaigns into specific target

accounts.”

3 Reasons You Might Be Ready For ABSD

1. Seeking new level of performance – plateauing and looking for a break-

through. More emails and phone calls won’t do the trick.

2. Ideal client profile fatigue – The team has struggled connecting with the

Ideal Client Profile, and is going “rogue” to hit their numbers.

3. Referrals are undervalued – The number of appointments from referrals

low? Red flag. Referrals take time to nurture, and time is money to SDRs.

Feeding the lead machine is hard.

Think about these numbers:

20 accounts x 2 weeks If you focus on prospecting to your 20 most desired accounts over next 2

weeks, what do you think will happen? Let me give you a sneak peak

What Will Happen in the First Two Weeks?

1. Morale will go up – SDRs don’t like feeling like they’re in a hamster wheel.

Give them a sense of ownership for “owning” the account.

2. Performance will go up – Aim for a 60-70% reduction in the number of

leads created to set one appointment.

3. Net new leads will DECREASE – Capitalize on your time. Spend less time

buying and building lists and more time creatively and personally

connecting with your best prospects

Starting to Think ABSD is Cool?

Here’s Your Plan for the Next Six Weeks:

1. Weeks 1-2 – Before anything, clean your data. ABSD is a new mindset and

you need to take the time to get your data right.

2. Weeks 3-4 – Assign 20 accounts to each rep. Setup a cadence of email,

phone and social touches for the ideal client profile targets and referrals for

measurement purposes.

3. Weeks 4-6 – Do daily standups and retrospectives every 2 weeks to

continuously adjust on what’s working, what’s not and empower the team

to take ownership of the changes.

What is the next level of performance look like?

Single view of all your prospecting efforts

• Emails

• Calls • Cadences • Notes

Personalized campaigns within the same account without duplicating effort

Join Us

April 20-21

Pier 27, San Francisco

www.MarketingInnovationSummit.com

#B2BSummit

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