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EXPERT ABM
#ExpertABM
22nd June 2017
Paul Gibson RVP EMEA
Leanne Moir, Marketing, EMEA
SOLVING YOUR BIGGEST B2B MARKETING PAINS IN 30 MINUTES
© 2017 DEMANDBASE|SLIDE 2
GET THE APP
AGENDA
#ExpertABM
How is B2B Marketing Changing
B2B Marketing Biggest Pains
Key Takeaways
© 2017 DEMANDBASE|SLIDE 4
YOUR WEBSITE IS A CRITICAL MARKETING VEHICLE
channel in making the
purchase decision.
-DemandGen Report
70% of buyers have indicated that the
VENDOR’S WEBSITE
MOST INFLUENTIAL
was the
,
© 2017 DEMANDBASE|SLIDE 5
B2B MARKETING INCREASINGLY DIGITAL
- SiriusDecisions, 2013
67% Of the buyer’s journey is
Now done digitally.
© 2017 DEMANDBASE|SLIDE 6
THE BUYERS JOURNEY HAS CHANGED
SALES
CALL LEAD
SOCIAL
MEDIA
WEBSITE
VISIT
SEARCH
DETERMINE
PROBLEM
WEBSITE
VISIT
WEB
RESEARCH FRIENDS &
FAMILY
INT
ER
ES
T
Marketers miss out on
the buying signals that
occur pre hand raise…
…and the signals that
occur once a prospect
is in a sales cycle.
© 2017 DEMANDBASE|SLIDE 7
TRADITIONAL
DEMAND GEN
IS BROKEN
© 2017 DEMANDBASE | SLIDE 7
Demandbase, Marketo, Adobe, CMO Survey
Website visitors
aren’t potential
customers 82%
Website visitors
bounce after
one page 60%
Website visitors
never fill out a form 97% CMOs struggle
to prove impact 67%
WRONG ACCOUNTS
ON YOUR WEBSITE
LOW ENGAGEMENT
WITH YOUR CONTENT
WEBSITE VISITORS
REMAIN ANONYMOUS
ROI DIFFICULT TO
DEMONSTRATE
© 2017 DEMANDBASE|SLIDE 8
FOCUS ON WHAT MATTERS: ACCOUNTS
ACCOUNT-BASED MARKETING ENABLES B2B
MARKETERS TO IDENTIFY AND TARGET
THE ACCOUNTS THAT MATTER MOST
Identify the
accounts that
matter most
Market to
those
accounts
Measure the
results by
accounts
© 2017 DEMANDBASE|SLIDE 9
TIERS OF B2B MARKETING
Strategic Accounts
5-20 accounts
Target Account List
20-5,000 accounts
Total Addressable Market
10,000+ accounts
ABM
ABM at
Scale
Traditional
Demand Gen
Technology
© 2017 DEMANDBASE|SLIDE 10
Focuses
ON BEST OPPORTUNITIES
Connects
MARKETING TO REVENUE
Supports
SALES REALITY
Delivers
CUSTOMER CENTRIC EXPERIENCE
WHY ACCOUNT-BASED MARKETING?
ABM
© 2016 DEMANDBASE / SLIDE 11
THE IMPACT OF ACCOUNT-BASED MARKETING
ABM provides much
greater benefit than
traditional approach
ABM and
traditional
are same
Traditional
approach benefit
is much greater
3.98
4.00
4.02
4.14
4.20
4.31
4.64
1 2 3 4 5
Customer Retention Rate
Initial Contract Value
Close Rate
Return on Sales & Mktg. Investment
Upsell/Cross-sell
Overall LTV
Alignment Between Sales & Marketing
ABM OUTPERFORMS
TRADITIONAL
METHODS
B2B Marketers Realize Greater
Benefits From ABM Across
Multiple Areas
TOPO: ABM State of the Market
© 2016 DEMANDBASE / SLIDE 12
THE IMPACT OF ACCOUNT-BASED MARKETING
3.89
3.81
4.12
4.15
3.70
4.23
4.44
4.17
4.18
4.30
4.32
4.38
4.39
4.87
1 2 3 4 5
Customer Retention Rate
Initial Contract Value
Close Rate
Return on Sales & Mktg. Investment
Upsell/Cross-sell
Overall LTV
Alignment Between Sales & Marketing
1 yr+ <1yr
TOPO: ABM State of the Market
ABM provides much
greater benefit than
traditional approach
ABM and
traditional
are same
Traditional
approach benefit
is much greater
ABM BENEFITS
INCREASE OVER TIME
The Benefits of ABM vs.
Traditional Marketing More
Pronounced at Scale
© 2016 DEMANDBASE / SLIDE 13
POLL QUESTION 1
Where are you in
developing your
ABM strategy?
Not currently developing a
strategy
Researching ABM
solutions
Deploying ABM campaigns
Measuring impact of
deployed ABM campaigns
© 2016 DEMANDBASE / SLIDE 14
POLL RESULTS
https://api.cvent.com/polling/v1/api/polls/spharftf
#ExpertABM
WHAT WE HEAR B2B MARKETING’S BIGGEST PAINS
#ExpertABM
OVERCOMING 3 Biggest Pains - Strategy Built on Guesswork - Content Not Being Seen - Advertising Not Performing
© 2016 DEMANDBASE / SLIDE 17
POLL QUESTION 2
What are your
biggest pains?
No insight on Anonymous
Website Visitors
No Idea if Content is Being
Seen by the Right People
Lots of Budget Being
Wasted on Display Ads
© 2016 DEMANDBASE / SLIDE 18
POLL RESULTS
https://api.cvent.com/polling/v1/api/polls/sp-fyls3c
© 2017 DEMANDBASE|SLIDE 19
BIGGEST PAIN #1
YOUR STRATEGY IS
BASED ON GUESSWORK
Website visitors
never fill out a form 97%
Remember…
© 2017 DEMANDBASE|SLIDE 20
UNDERSTAND YOUR CURRENT STATE
CAN YOU ANSWER?
Which accounts are
coming to your site?
Which accounts re
NOT coming?
How long are they
staying?
What content are
they consuming? 0%
5%
10%
15%
20%
25%
COMPANIES BY INDUSTRY
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 21
Analytics Insight within Google Analytics
Demandbase allows identification of
the companies visiting your website.
Traffic that is not relevant (such as
internal/consumer/competitors) can
be filtered out and anonymous B2B
traffic can now be attributed to the
originating company.
This makes it is possible to identify if
your target accounts are visiting and,
for those that are, how they behave
and engage with the site.
© 2017 DEMANDBASE|SLIDE 22
ESTABLISH BUSINESS GOALS
Manufacturing is my key segment, but traffic low
Attract more Manufacturing accounts
Energy/Utilities accounts are coming, but bouncing
Boost engagement from Energy/Utilities accounts
Enterprise accounts are engaging, but not converting
Increase conversions from Enterprise accounts
© 2017 DEMANDBASE|SLIDE 23
BIGGEST PAIN #2
YOUR BUYERS DON’T ENGAGE
WITH YOUR CONTENT
Remember…
Website visitors
bounce after
one page 60%
© 2017 DEMANDBASE|SLIDE 24
Customer IT Services
Status: Renewal
Xerox -
PERSONALISE WEBSITE
EXPERIENCE FOR
TARGET ACCOUNTS
Prospect In-Pipeline
Industry: Retail
Employees: 159,000
Status: Prospect
Prospect Not In-Pipe
Industry: Telecom
Audience: Enterprise
Employees: 241,000
Find out how we help Telecoms build better
relationships
POWER YOUR WEBSITE WITH DATA
© 2017 DEMANDBASE|SLIDE 25
PERSONALISE TEXT FOR A QUICK WIN
1
2
3
Company Name
Industry/Vertical
Company Size
PERSONALISE BY:
© 2017 DEMANDBASE|SLIDE 26
ADD IMAGES FOR EVEN HIGHER ENGAGEMENT
1
2
3
Industry/Vertical
Company Size
Sales Stage
PERSONALISE BY:
© 2017 DEMANDBASE|SLIDE 27
BIGGEST PAIN #3
YOUR ADVERTISING
UNDERPERFORMS
Remember…
CMOs struggle
to prove impact 67%
© 2017 DEMANDBASE|SLIDE 28
ADVERTISE WITH ZERO WASTE
MEASURE RESULTS BY
ACCOUNT
TARGET ACCOUNTS ADVERTISE ONLY TO THOSE
COMPANIES ACROSS THE WEB
Top-tier Exchanges and Publishers
+2,000 brand-safe sites
© 2017 DEMANDBASE|SLIDE 29
DYNAMIC, PERSONALISED AD CREATIVE
GENERAL COMPANY-TARGETED
Company Name Tesla
Industry Healthcare
Company Size Enterprise
Creative is for demonstration purposes only. Not a case study.
21 custom attributes are available for personalization.
Learn More
COMCAST BUSINESS DRIVES BUSINESS
Learn More
SEE HOW OTHER ENTERPRISE COMPANIES DRIVE BUSINESS
Learn More
SEE HOW HEALTHCARE IS DRIVING BUSINESS
Learn More
TESLA,
EVER WONDER
WHAT IT’S LIKE TO
SIT ON A CLOUD?
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 30
Targeting for Business Context
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 31
Targeting for Page Level Context (in this example, the topic is technology)
© 2016 DEMANDBASE / SLIDE 32
POLL QUESTION 3
Do you have an
ABM budget?
Yes
No
© 2016 DEMANDBASE / SLIDE 33
POLL RESULTS
https://api.cvent.com/polling/v1/api/polls/sp-p36vi0
#ExpertABM
ABM AT SCALE DELIVERS
© 2017 DEMANDBASE|SLIDE 35
Affect Metrics That Matter
• Better Engagement
• Reduced Bounce
• Less Wasted Budget/Time/Resource
• Accelerated Funnel Velocity
• Increased Average Contract Value
• Higher Close rates
© 2016 DEMANDBASE / SLIDE 36
POLL QUESTION 4
If you could pick
one to be your
biggest
achievement
this year what
would it be ?
Save 50% on your
marketing budget
Double the number of
MQLs
Increase the amount of
pipeline
Improve average order
value
© 2016 DEMANDBASE / SLIDE 37
POLL RESULTS
https://api.cvent.com/polling/v1/api/polls/sp-58psib
#ExpertABM
Q & A