Account-Based Marketing Automation
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Transcript of Account-Based Marketing Automation
(C) 2015 Copyright Demandbase, Inc. | Demandbase Confidential
ACCOUNT-BASED MARKETING AUTOMATION
NICK ESSLING Sr. Account Executive Demandbase Indianapolis, IN
KYLE GUTKE Sales Engineer Demandbase Salt Lake City, UT
(C) 2015 Copyright Demandbase, Inc. | Demandbase Confidential
1. B2B Challenges 2. ABMA 3. Demandbase 4. Integrations with Eloqua 5. Q&A
What to expect today…
More marketers are
having
SUCCESS with 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%
What 3 Problems
Are Still
PLAGUING B2B Marketers?
Of site traffic is NOT from target accounts
85% 1
of target accounts do not engage on web site
80% 2
of visitors do not complete call-to-action
97% 3
50%of marketing- generated leadsare never followed-upon by Sales- Miller Pierce, 2014 VOC Study
Leads aren’t valued
Identify the right accounts
STEP 1
Market to those accounts
STEP 2
Measure by accounts
STEP 3
Focus on what matters… Accounts
(C) 2015 Copyright Demandbase, Inc. | Demandbase Confidential
BIZGROUP
WE HAVE SOLUTIONS FOR FINANCIAL INSTITUTIONS
LEARN MORE
BIZGROUP HOME ABOUT US PRODUCTS CONTACT
WE HAVE SOLUTIONS FOR FINANCIAL INSTITUTIONS
ATTRACT ENGAGE CMS CONVERT MAS, CRM
DEMANDBASE B2B MARKETING CLOUD
REAL-TIME IDENTIFICATION ENGINE & APIs
Demandbase B2B Marketing Cloud
CONTACT US:
FULL NAME
EMAIL ADDRESS
COMPANY
BIZGROUP HOME ABOUT US PRODUCTS CONTACT
(C) 2015 Copyright Demandbase, Inc. | Demandbase Confidential
MEASURE ANALYTICS
DEMANDBASE B2B MARKETING CLOUD
REAL-TIME IDENTIFICATION ENGINE & APIs
Demandbase B2B Marketing Cloud
(C) 2015 Copyright Demandbase, Inc. | Demandbase Confidential
BIZGROUP
WE HAVE SOLUTIONS FOR FINANCIAL INSTITUTIONS
LEARN MORE
BIZGROUP HOME ABOUT US PRODUCTS CONTACT
WE HAVE SOLUTIONS FOR FINANCIAL INSTITUTIONS
ATTRACT ENGAGE CMS
MEASURE ANALYTICS
Demandbase B2B Data Cloud
CONTACT US:FULL NAME
EMAIL ADDRESS
COMPANY
BIZGROUP HOME ABOUT US PRODUCTS CONTACT
CONVERT MAS, CRM
(C) 2015 Copyright Demandbase, Inc. | Demandbase Confidential
The ABM Ecosystem
ATTRACT ENGAGE CONVERT MEASURE
(C) 2015 Copyright Demandbase, Inc. | Demandbase Confidential
MAS is critical for B2B, but still challenging
Most of the B2B buying cycle happens before the hand raise, but MAS focuses on known
individuals
B2B marketers are moving towards ABM and targeting accounts, but MAS is built to focus
on individuals
(C) 2015 Copyright Demandbase, Inc. | Demandbase Confidential
B2B Marketers want more from their MAS
(C) 2015 Copyright Demandbase, Inc. | Demandbase Confidential
The “Perceived” Buyer Journey
Individual Lead IT professional
Targeted buyer job title/function sees ad
Clicks on ad, fills out form, downloads WP
Send form data to MAS, send nurture email
Follow up with call from phone number listed on form
Show demo Invite to webinar, last touch attribute
Purchase
(C) 2015 Copyright Demandbase, Inc. | Demandbase Confidential
The “Actual” Buyer Journey
Ads
Emails
Webinar
Research
Event
Sales Call
Social Media
Whitepaper DownloadPurchase
Decision
Known
Unknown
Reality: Non-linear, multi buyer, account-based
(C) 2015 Copyright Demandbase, Inc. | Demandbase Confidential
Introducing ABMA
Shorter forms to drive conversions
Data append and refresh
Contacts organized by account
Account Score
Account-Based Nurture
(C) 2015 Copyright Demandbase, Inc. | Demandbase Confidential
Organize Contacts by Accounts
BEFORE • Segmented database • Each color represents individual
leads with no structure
Good data
Account Identification
Firmographic Data
Contact to Account Association
AFTER • Cleaned database removes
duplicate contact records • Contacts are grouped by accounts,
with firmographic data added
Incomplete Data Not Actionable Cleaned account-level data Incomplete Data Not Actionable
(C) 2015 Copyright Demandbase, Inc. | Demandbase Confidential
Additional Structure at Account-Level
Company Location Industry Sales Website
Caterpillar Virginia Construction Over $5B Catny.com
BEFORE Without Account-Based Marketing Automation
AFTER With Account-Based Marketing Automation
(C) 2015 Copyright Demandbase, Inc. | Demandbase Confidential
Visibility into Active Buying signals
14 21 287Engagement over time
Account Score 52 61 68 74
(C) 2015 Copyright Demandbase, Inc. | Demandbase Confidential
Benefits of ABMA
▪ Organize individual contacts by account ▪ Enrich and update contact data ▪ Standardize B2B data in contact & account records ▪ Anonymous interactions identified via Account Score ▪ Execute Account-Based Marketing Nurture campaigns
directly from Oracle Eloqua