The [Virtual] B2B Marketing Game Changer Event

The [Virtual] B2B Marketing

Game Changer Event

Peter Isaacson

Chief Marketing Officer

Demandbase

@peisaacson

@Demandbase

#b2bmarketing

Claudia Hoeffner

Senior Director, Demand Gen & Channel Strategy

Acquia

@claudiahoeffner

Evan Brett

Sr. Manager, Demand Generation

Acquia

@ekbrett

Bridging the Great Divide: Sales and Marketing Alignment

Peter Isaacson


Demandbase

@peisaacson

@Demandbase

#b2bmarketing

©2014 Copyright Demandbase, Inc.

Demandbase Confidential. 3

The sales and marketing divide

MARKETING SALES

Leads

Personas

Quantity

Individuals

Opportunities

Buyers/Influencers

Quality

Accounts



The result…

MARKETING

“We delivered

1,238 MQLs

this quarter.

+27% above goal!”



The result…

MARKETING

“We delivered

1,238 MQLs

this quarter.

+27% above goal!”

SALES

“Marketing isn’t

supporting us”



Focusing on volume wastes time and money

4.4% Inquiries

Convert

.03% Inquiries to

closed/won

Source: Sirius Decisions



Leads aren’t valued…

of marketing

generated leads are

never followed

up by sales.

50%

- Miller Pierce, 2014 VOC Study



The buying process happens before the lead is created

Typical B2B Buying Process



The buying process happens before the lead is created

SALES

CALL LEAD

SOCIAL

MEDIA

WEBSITE

VISIT

SEARCH

DETERMINE

PROBLEM

WEBSITE

VISIT

WEB

RESEARCH FRIENDS

AND FAMILY

Typical B2B Buying Process



B2B can’t use B2C tactics




Spray and Pray • Quantity ≠ quality

• Wasted resources






Persona Marketing • Targeting based on behaviors

• Right person, wrong company






Persona Marketing • Targeting based on behaviors

• Right person, wrong company

Targeting Accounts • B2B buys & sells by account

• Aligns marketing with sales/revenue ✔



Account-Based Marketing

Identify the companies

most likely to buy, and

then market to them



Why Account-Based Marketing?

• 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



ABM- It Ain’t Rocket Science

Identify the right accounts

Market to those accounts

Measure by accounts

Account-Based Marketing at

Demandbase



The process

Identify stakeholders in marketing and sales

Establish target account list

Both marketing and sales stakeholders

Develop marketing and sales engagement plans

around those accounts

Execute marketing programs

Measure

Refresh target list quarterly



Predictive Analytics

Identifying common business characteristics of

customers and pipeline accounts to establish a list

of high value prospects

For Demandbase, this was NOT about lead scoring



Identifying key account attributes

Overall technology applications used

Complexity of website

Social Activity

Revenue

1

2

3

4

Multimedia

Technologies Analytics Marketing

Automation

Web Hosting

Platforms Live Chat



The DB3K



Segment by sales regions

Source: US Census Bureau



Territory and account planning

Overview

+

Brainstorm

+

Align

Marketing

+

Sales

+

SDR

WHO WHAT



The territory planning process

Marketing Planning

Demand Generation

Field Marketing Database

Campaigns

Sales Team Presentations

Review Programs

Brainstorm Additions

Align Account Focus

DB1500+

Final Plan Additional Territory Activities

Monthly Review

Perf Man Analysis

Program Execution

Recommended Edits

-4 weeks

End of 1st

and 2nd

Months

-2 weeks

Quarter

Start



Field event prioritization



Target Geo: Midwest IL, OH, MN, WI, MO

Total Accounts in Territory: 270

• # Touched by Q3 Programs: 135

• Average # of Contacts per account: 6

• Average # of Touches per Contact: 7.5

Q3 Activities:

• Advertising campaign

• B2B retargeting

• Field Marketing Event: Aug 7

• # of pipeline opportunities: 4

• Won Deals: 1

• Content Marketing World (Cleveland): September 8

• Prospect Luncheon (Cleveland): September 10



Personalize the experience



Measure by territory

Programs executing this quarter:

• Advertising campaign

• B2B Retargeting

• Chicago Field Program

• Cleveland Appt Setting Campaign

• Content Marketing World

August

July

Performance Assessment:

• Saw 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.

$190,350

$375,500

15

27



Making marketing data accessible to sales

Sales Accelerator: Giving Sales the ability to quickly

understand:

Are we advertising to my key

accounts?

1

2 How is website

engagement trending?

3 What content are they most

interested in?

4 Are there any anomalous

behavior patterns?



DB3k vs Non DB3k Accounts

Sales Team Close Rate ACV Funnel Velocity

Enterprise +285% +35% +2%

Mid Market +166% +40% -20%

Advertising +57% +31% +65%

Acquia: Account-Based Marketing

The Top 300 Campaign

Acquia Achieved 84,000% Growth Over 5 Years

➔#1 Fastest Growing Private Technology Company in 2014

➔#1 Fastest Growing Software Company in 2012

➔Top 100 Most Promising Companies

Agenda

➔Growth Hacking at Acquia

➔Overview: ABM at Acquia

➔Delivering an Integrated Experience

➔Program Results

Growth Hacking at Acquia

Build a Sales and Marketing

Funnel

Benchmark to Fix

Funnel Bottlenecks

Give Marketing

a Sales Target

Build a Blueprint to Scale

Q1 Q2

Q3

Q4

Q1

Increased Pipeline by 290%

Leaky Funnel

Benchmarking

Benchmarking to Fix Funnel Bottlenecks

Predictable Growth

$40,000 25% (4X)

10000 Inquiry

$1,000,000 90 Days

32%

30%

25%

$4,000,000

15%

Inquiry : MQL

MQL : SAL

OPP : CW

SAL : OPP

3200 MQL

960 SAL

144 OPP

36 CW

*** Sample numbers only for illustrative purposes.

Build a Scalable Blueprint

Growth Hacking at Acquia

Pipeline Distribution

Overview: Account-Based Marketing at Acquia

Objective

Challenge: Grow Acquia awareness in target vertical accounts, increasing at-bats in the Global 2000. Objective: ➔ A new philosophy on how we do business ➔ Target decision makers at ~800 target accounts in Financial

Services, Life Sciences, Healthcare, CPG, MEP, and High Tech Goal: Acquire 60 new customer accounts in 2015.

Methodology: Sales & Marketing Alignment ➔ Identified Target Market + Built List:

◆ Global 2000 Verticals ◆ Annual Revenue: $500M+ (USD) ◆ Acquia Sales Regions: 25-40 accounts per territory

➔Sales Review + List Approval ➔Plan & Launch Integrated, Multi-Channel Targeted Campaign

◆ Set KPIs, Initiatives and Owners by Channel ◆ Evaluate and Select External Partners ◆ Prepare and Iterate on Sales Enablement Materials ◆ Bi-Weekly GTM: Report on Success + Evolve on Strategic Initiatives

"Top 300" Sales & Marketing Initiative

CHANNEL OWNERS

CHANNEL INITIATIVES SALES MARKETING

Demand Generation Chris Hartigan Evan Brett

➔ Account-based (Demandbase) + Persona-based (LinkedIn) Advertising

➔ Vertical-specific Media & SEM Advertising ➔ Acquia.com personalization via Lift, ContextDB ➔ Multi-step Email Nurture

Inside Sales Tom Murdock Jamie Sloan ➔ Automated lead routing + web alerts ➔ BDR Group: Prospecting research & execution

Field Sales Todd Barnett Tahlor Marchi ➔ Digital Transformation Roadshow ➔ VITO letter roll out to key accounts

Partners Joe Wykes Meg Fitzgerald ➔ Identify digital agency of record for each

account + Intro to Field Team ➔ Branding campaign targeting digital agencies

The largest joint sales and marketing initiative in Acquia history, the goal of the "Top 300" is to acquire 60 new accounts in 2015, through a combination of marketing programs, field events, outbound/field prospecting, and channel support.

Delivering an Integrated Experience

Account List

Selection

The Solution

Rolled out across each vertical

Account List

Selection

Marketing

Campaigns

The Solution


Account List

Selection

Marketing

Campaigns

Sales Prospecting

& VITO Letter

The Solution


Account List

Selection

Marketing

Campaigns

Sales Prospecting

& VITO Letter

Channel Activation

The Solution


Account List

Selection

Marketing

Campaigns

Sales Prospecting

& VITO Letter

Channel Activation

Field & Industry

Events

The Solution


Account List

Selection

Marketing

Campaigns

Sales Prospecting

& VITO Letter

Channel Activation

Field & Industry

Events

Vertical

Enablement:

Content, Battle

Cards, Pitch

Decks

The Solution


Account List

Selection

Marketing

Campaigns

Sales Prospecting

& VITO Letter

Channel Activation

Field & Industry

Events

Sales

Execution Vertical

Enablement:

Content, Battle

Cards, Pitch

Decks

The Solution


Account List

Selection

Marketing

Campaigns

Sales Prospecting

& VITO Letter

Channel Activation

Field & Industry

Events

Sales

Execution

Customer

Acquisition Vertical

Enablement:

Content, Battle

Cards, Pitch

Decks

The Solution


Account-Based Marketing in Action

TARGET ACCOUNTS: Life Sciences

Marketing Campaign Creatives LIFE SCIENCES: Pharma, Biotech, Medical Devices

FINANCIAL SERVICES: Insurance

Acquia.com Personalization via Acquia Lift

The Results

The Results ➔ Created $4M

pipeline in Q4'14 ➔ 21% of target

accounts visiting acquia.com for the first time ever

➔ 13% of target

accounts became more engaged after campaign launch

Thank you!

Peter Isaacson


Demandbase

@peisaacson

@Demandbase

#b2bmarketing

Claudia Hoeffner

Senior Director, Demand Gen & Channel Strategy

Acquia

@claudiahoeffner

Evan Brett

Sr. Manager, Demand Generation

Acquia

@ekbrett

Agenda

Two days of keynotes, workshops, success stories and more designed to teach, inform and inspire your B2B marketing strategy!

April 29-30, 2015 | AT&T Park, San Francisco

MarketingInnovationSummit.com

Save $150! Use code GameChanger

The [Virtual] B2B Marketing Game Changer Event

Marketing

Transcript of The [Virtual] B2B Marketing Game Changer Event