ACCOUNT BASED MARKETING INTRODUCTION

MARKETINGINNOVATION

SUMMITFOR B2B

presented by

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

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Misaligned priorities create a chasm

SALES MARKETING

Leads

Personas

Quantity

Individuals

Opportunities

Buyers/Influencers

Quality

Accounts

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The result…

MARKETING

“We delivered 1,238 MQLs this quarter.

+27% above goal!”

SALES

“Marketing isn’t supporting us”

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Leads aren’t valued…

of marketing generated leads are never followed up by sales.

50%

- Miller Pierce, 2014 VOC Study

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The Buyer Journey has changed, but marketing spend remains the same

SALES CALL LEAD

SOCIAL MEDIA

WEBSITE VISIT

SEARCH

DETERMINE PROBLEM

WEBSITE VISIT

WEBSITE VISIT

WEBSITE VISIT

Typical B2B Buying Process

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Digital habits have changed B2B buying

40%

— IDC

more stakeholders than 4 years ago.

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Proof from 3 Different Analyst Firms

67% of the buyer’s journey is now done digitally

⅔-90% of buyers are through their journey before they reach

out to the vendor

57% of the sale cycle is

complete by the time a supplier is engaged

BOTTOM LINE:

A large portion of the buying process is done online and without Sales.

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The B2B market is finite

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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Account-Based Marketing

Identify the companies most likely to buy, and then market to them

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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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Getting started with a Target Account List

Iterate •  Test Assumptions against best customers •  Build additional attributes & attribute values •  Expand/Drop attribute list

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Gather Constituents – Sales, Marketing, Business Attributes – Describe your market segments Customer List – Your best customers

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Prioritize •  Set of attributes and values •  Universe of Targetable Accounts •  Maintenance and Review Process

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Deploy 4 •  Create Segments •  Map experiences and benchmark •  Attract – Engage – Convert – Measure

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ACCOUNT-BASED MARKETING AT DEMANDBASE

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The Process IDENTIFY

STAKEHOLDERS EXECUTE

PROGRAMS

PREDICTIVE ANALYSIS

SCRUB LIST

ENGAGEMENT PLANS

MEASURE

REFRESH LIST QUARTERLY

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Field event prioritization

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Personalized experiences at each touch point

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Measure accounts by territory

$375,500 23

AUGUST

$190,350 15

JULY

Programs executing this quarter: §  Account-Based Advertising §  Account-Based Retargeting §  Chicago Field Program §  Cleveland Appt. Setting Campaign §  Content Marketing World

Performance Assessment: §  5 more target accounts engaged this month §  6 key accounts engaged in in-person activities §  General upswing in engagement, but not as much

as planned §  Q4 programs increased to address this

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DB 1500 vs. Non-DB 1500 Accounts

FUNNEL VELOCITY ASP CLOSE RATE

Enterprise 7% +26% +75%

Mid Market 4% +5% +10%

Advertising -16% +72% +21%

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ACCOUNT-BASED MARKETING SCORECARD

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ABM Scorecard Objectives:

§  Self Assessment of where your organization is on your Account-Based Marketing journey

§  Identify development areas and priority areas for adoption of Account-Based Marketing

§  Identify workshop sessions that you and/or colleagues should attend today to build competency in development areas

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How to fill out the scorecard

§ 7 sections – Each covers an important area of the complete ABM process

§ Score based on how true each statement is for your own organization

§ Tabulate scores for each section

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FILL-OUT THE SCORECARD

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Top of Funnel ABM. Opportunity to take ABM through the entire funnel.

How to read the assessment score

Mid Funnel ABM. Opportunity in acquisition as well as aligning and closing the loop with Sales

OPPORTUNITY!!! Make the most of MIS!

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THANK YOU!