B2B Segmentation Strategies

B2B ACCOUNT-BASED MARKETING SEGMENTATION

MARKETINGINNOVATION

SUMMITFOR B2B

presented by

#B2BSummit | @Demandbase April 29-30, 2015 | AT&T Park, San Francisco, CA

© 2015 Copyright Demandbase, Inc. Demandbase Confidential.

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Agenda

§  Segmentation in Account-Based Marketing

§  Building a list

§  Segmenting techniques

§  Goal Setting


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SEGMENTATION IN ACCOUN-BASED MARKETING


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Misaligned priorities create a chasm

SALES MARKETING

Leads

Personas

Quantity

Individuals

Opportunities

Buyers/Influencers

Quality

Accounts


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What is your buying universe?

Source: US Census Bureau

U.S. Businesses:

28 million >1 Employee:

6 million $10M+:

200,000 $100M+:

20,000 $1B+:

2,000

…most B2B companies target 2,000-5,000 accounts total


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Why Account-Based Marketing?

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• Ensures attention is given to top prospects/customers • Defines growth and timing based on account specifics

Focuses on best opportunities

• More efficient with a defined universe • Delivers on their target accounts

Supports sales reality

• Linked to greater customer satisfaction and retention • Customers experience less noise, respond at higher rates

to more relevant outreach

Delivers customer-centric experience


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MARKETINGINNOVATION

SUMMITFOR B2B

presented by

Building a priority account list


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Focus on what matters: Accounts

Identify the right accounts

Market to those accounts

Measure by accounts

STEP 1 STEP 2 STEP 3


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PRIORITIZE ITERATE BUILD LIST MAINTAIN

The Process

GATHER


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Gather Stakeholders §  This is not a “Marketing” project

§  Common Stated Goal

§  Assumptions of your target segment attributes and values

§  What is the sweet spot (industry, revenue range, employee size, geo, install base?)

§  Who are your Best Customers?

§  What companies results in the most revenue for the company?


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Exercise: Who are the top stakeholders?

Sales Marketing

…

Digital/Content Marketing

Field Marketing

CMO

…

Field Sales Leaders

Inside Sales Leaders

CRO

Name Title


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Build List: Who are our best customers?

Company Name What makes them a great customer?


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Exercise: Building a Target Account List

Attributes Values

Industry Ex. Software and Tech

Revenue > $ 1 billion

Employees 500 +

Geography Southwest


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Demandbase’s Attributes and Values

Attributes Values

Web Traffic Very High, High, Medium

Marketing Tech Adobe Analytics, Drupal, Google Analytics, Eloqua, Marketo, Optimizely

Geography US & Canada

Industry Software and Tech, Business, Healthcare, FinServ


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Iterate: Getting the best list possible

§  Test assumptions against best customers §  Look for patterns in the outliers

§  Are outliers truly outliers?

§  Are certain attributes and values common? §  Expand and drop attributes & attribute values


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What do Customers look like? Customer Industry Revenue

Range Employee Range B2B Web Traffic Key Marketing Technologies

Adobe Software & Technology >1Bn >1000 B2B Very High AA, Eloqua, AEM

VMWare Software & Technology >1Bn >1000 B2B High AA, Eloqua, T&T

Docusign Software & Technology <100Mn <500 B2B High Eloqua, Google Analytics

Workday Software & Technology >500Mn >500 B2B Medium Marketo, AA, Google Analytics

IronMountain Business Services >1Bn >1000 B2B Medium Eloqua, Google Analytics

Rockwell Automation Manufacturing >1Bn >1000 B2B Low Eloqua, Google Analytics

JP Morgan Financial Services >1Bn >1000 B2B High Adobe, Marketo

Cisco Telecom >1Bn >1000 B2B Very High Adobe Analytics, Insight, Marketo


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Prioritize: Put your money where your list is

§  Set of attributes and attribute values §  Prioritized List of Target Accounts

§  By business cycle, by revenue potential

§  Leave room for “outliers”


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Creating Segments from Your List §  Top Verticals

§  Best Customers

§  Sales Territories, Business Unit, Department, Product

§  Marketing need – Horizontal, upsell, renewal?

§  What accounts do you always want to be in front of?

§  The larger universe of prospective companies that could potentially buy your product (it’s not as big a list as you think)…


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Maintain §  Process and criteria for adding/deleting accounts

(quarterly, bi annual?)

§  Attribute and list review cycle

§  Single Source of Truth

§  Ownership of process

§  Keep stakeholders involved


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SETTING GOALS


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Goal Types

CONVERT How do you

define conversions for this segment?

ATTRACT Is this segment

on my site currently?

If not, how can I get them there?

ENGAGE What content and

messaging are you using to drive

engagement?


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Exercise: Goal Setting

Type Goal Target KPI

Engage Navigate between pages +X% increase in Page views

View content +X% increase in Scroll Depth (or Time on Page)

Convert

Submit Contact Form +X% form submits

Request Demo +X% demo requests


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Segments connect disparate marketing tech

CONVERT

Advertising Analytics Content Management

Marketing Automation CRM

ENGAGE MEASURE ATTRACT


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Top Questions §  Core stakeholders? §  100-500 Most Valuable Companies (MVC’s)? §  3 highest priority segments? §  Business objective for top segments?

§  Which channels attract top segments? §  What content and messaging engages? §  What is a conversion for each segment?


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In closing

§  Building a target account list aligns sales and marketing efforts

§  Segmenting your list helps prioritize and focus marketing efforts

§  Measure success in attracting, engaging, and converting each segment…true impact on revenue


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THANK YOU!

B2B Segmentation Strategies

Marketing

Transcript of B2B Segmentation Strategies