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The  New  Normal:    Account-­‐Based  Selling  Meets  Account-­‐Based  Marke;ng  

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Panelists

John  Dering  Director,  Marke1ng  Programs  Demandbase      

MODERATOR:  Andrew  Gaffney  Publisher,  Demand  Gen  Report  

@D_Rang

The New Normal: Account-Based Selling Meets Account-Based Marketing

John Dering Director, Marketing Programs Demandbase @D_Rang

Question 1 What part of the organization are you in?

GOOD NEWS Marketers can measure everything

BAD NEWS We’re measuring the wrong things

What we like to

Measure

Click Through Rates

Impressions/CPMs

Web Traffic

Unique Visitors

Conversions

Inquiries

MQLs

Evolution of B2B Marketing

1995 2000 2005 2010

Drive Traffic Going digital: Website and ads

Funnel Optimization

Why are we focused on THESE

METRICS?

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

measurement for goals

What we like to

Measure

Click Through Rates

Impressions/CPMs

Web Traffic

Unique Visitors

Conversions

Inquiries

MQLs

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

Question 2

What is your awareness of

Account-Based Marketing?

©2015 Copyright Demandbase, Inc. Demandbase Confidential.

18

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

Getting Started with ABM

Align sales and marketing

Identify target accounts

Develop ABM Marketing Plan

Measure

Align Sales and Marketing

Philosophical Alignment §  Shared belief in an

account-based approach §  Commitment to collaboration

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

Question 3 How aligned are your sales & marketing organizations?

Identify Target Accounts

Prospects

Customers

Partners

Prospects

Prospects

Customers

Partners

Prospects

Pharma

Manufacturing

FSI

Prospects

Named

Key Verticals

Strategic

Prospects

Northeast

South Midwest

West

Prospects

Early Stage Pipeline

Closed/Lost

Late Stage Pipeline

Prospects

Enterprise

Mid Market

SMB

Customers

Prospects Custo

mers

Partners

Churned

Retention

Upsell Product 2

Product 3

Product 1

Prospects

Customers

Partners

Customers

Prospects

Customers

Partners

Churned

Retention

Upsell Product 2

Product 3

Product 1

Prospects

Customers

Partners

Customers

Upsell

Churned

Retention

Churned

Retention

Upsell Product 2

Product 3

Product 1

Customers

Product 1

Product 2

Product 3

Churned

Retention

Upsell Product 2

Product 3

Product 1

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

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

-12 -11 -10 -9 -8 -7 -6 -5 -4 -3 -2 -1 0 Months Before MQL

Field Marketing

Contact Me / Demo Request

Webform

Webinar

Event

Marketing Impact- Pre MQL

Measurement Measure across the funnel

§  Connect everything to revenue §  Measure everything, but set

goals on business drivers §  Course correct your plans and

spend based on results

§  Connect everything to revenue

§  Measure everything, but set goals on business drivers

Measure across the funnel

Prospects

Customers

Pipeline

Transpor’tion

Food & Bev

Entert’ment

Account Type

Industry

Full Funnel approach: Attract: Account-based advertising Engage: Website personalization Convert: Forms Measure: Website analytics Results 74% YOY Increase in marketing generated pipeline opportunities

Full Funnel approach: Attract: Account-based advertising Engage: Website personalization Convert: Forms Measure: Website analytics

Results 74% YOY Increase in marketing generated pipeline opportunities

Target Accounts 200 accounts across industries, including automotive, consumer electronics, medical and manufacturing. Full Funnel approach: Attract: Account-based advertising Engage: Website personalization Convert: Forms Measure: Website analytics Results 156% increase in opps for automotive 54% increase in opps for CE

Industry Type

Consumer Electronics

MFG

Medical

Automotive

Industry Type YOY Pipeline Opps Financial: +90% Technology: +150% Business Services: +200% Medical: +250%

Financial

Business Services Medical

Technology

Demandbase Funnel Metrics

MQL SAL PIPELINE CLOSE

82%

49%

24%

96%

64%

42%

ñ17%

ñ51%

ñ75%

Demandbase Business Metrics

Sales Team Close Rate ACV Funnel Velocity

Enterprise +285% +35% +2%

Mid Market +166% +40% -20%

Advertising +57% +31% +65%

Thank you!

John Dering Director, Marketing Programs Demandbase @D_Rang