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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