The New NormalAccount-Based Selling Meets Account-Based Marketing

Peter IsaacsonCMO, 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

Why are wefocused onTHESE

METRICS?

Because…• They are easy • it’s what we know• we can control them• we confuse

measurement for goals

How we should

Measureour performance

OpportunitiesPipelineClose RatesACVFunnel VelocityTarget Account ActivityLiftRetention And Upsell

Measure everythingBut set goals on business impact

We focus on quantityinstead 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-basedMarketing?

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

AWAREof 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

USINGABM

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

SUCCESSwith ABM

Getting Started with ABM

Align sales and marketing

Identify target accounts

Develop ABM Marketing Plan

Measure

Align Sales and Marketing

Philosophical AlignmentShared belief in an account-based approachCommitment to collaboration

Operational Alignment Target account list selection Metrics and goals Planning and cadence

execution

Identify Target Accounts

Prospects

Customers

Partners

Develop ABM Marketing Plan

Awareness• Account-based advertising• Syndicated content• Events/Tradeshows

Engagement• Website personalization• Webinars• Social• Case studies

Conversion• Forms/Chat/Sales Accelerator• Field Events• Contact Me

Analog and Digital

Measurement

Measure across the funnel

Connect everything to revenueMeasure everything, but set goals on business driversCourse correct your plans and spend based on results

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%