Driving Results Across the Funnel with ABM

Account-Based Marketing:Driving Results Through the Funnel

Rachel Balik | Product MarketingLeah Allen | Digital and Marketing Operations

September 16, 2015

Agenda

Review of ABM fundamentals Applying ABM in each section of the funnel Demandbase on Demandbase case study

Account-Based Marketing

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

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

Focus on what matters: Accounts

Identify the right accounts

Market to those accounts

Measure by accounts

STEP 1 STEP 2 STEP 3

85% of website visitors are not potential

customers

80% of web visitors abandon a siteIn < 5 seconds

97% of website visitors

will ignore call to action

Basic methods aren’t driving results

So what can you do about it?

Homepage carousel?

SEO/SEM?

Create More Content?

Un-gate content?

Promote on social?

Target personas?

Customers

Prospects

Partners

Define Segments and Business Objectives

Upsell

Renewal

Aware-ness

Purchase Re-En-

Competi-tive

Acquire

Inform

CoSell

ABM Across The Funnel

Measure (x2)

AttractEngage

Convert

What to Expect from ABM Across the Funnel

Better Engagement with Prospects Faster conversions

More net-new revenue

Higher Value Customers Better renewal rates

More upsells

True Business Partners More Engaged

Measure

Changing the Metrics Conversation

New Focus Quality vs Quantity

Targeted Inquiries Goals are set and success is measured off interest generated only from the target account list

MQLPipeline conversion While you’ll still measure raw MQLs, given the increased quality of leads, more should filter into pipeline. How is/can marketing help increase this?

Close Rate Are you increasing the number of pipeline deals that are won? How is/can marketing contribute to this?

ACV/Ave Deal Size Are the deals increasing in value with this new focus? How is/can marketing help increase this?

Deal Velocity From Inquiry to Sales, how quickly are your deals closing? How is/can marketing help decrease this lifecycle?

COMPANY PROFILE• Geography• Industry/Vertical• Company Size

(Revenue, Employees)• Technology Stack

STANDARD• Demographics• Interests• Device• Behavior• Cookie Pools

Measure the segments that matter for B2B

NAMED ACCOUNTS• Relationship Type• Prospect• Customer• Partner• Competitor

Attract

Advertising for B2B is Different

• It needs to be part of a B2B tech stack

• We have greater accountability

• We have more potential to drive results and prove success

• Ads need to be part of seamless, lifecycle marketing experience

Focus advertising on targets that matter

Engage

Make the “zero click” website

Right Message, Right Account, Right Time

Source: Demandbase Customer case studies

Personalize to individual segments

OPTIONS:

Industry/Vertical1

OPTIONS:

Industry/Vertical1

OPTIONS:

Industry/Vertical1

2 Company Size

OPTIONS:

Industry/Vertical1

2 Company Size

OPTIONS:

Industry/Vertical1

2 Company Size

3 Account Status

OPTIONS:

Industry/Vertical1

2 Company Size

3 Account Status

Convert

LANDING PAGE

Personalize the landing page for a clear path to relevant content and conversions

LANDING PAGE

ASSET PAGE

LANDING PAGE

PRODUCT PAGE

Personalize product level pages to drive deeper engagement and conversions

PRODUCT PAGE

ASSET PAGE

PRODUCT PAGE

What does a successful ABM strategy look like?

1. ALIGN YOUR STAKEHOLDERS

2. ADOPT ACROSS MARKETING

3. REPORT SUCCESS REGULARLY

• Identify all the key stakeholders

• Establish Target Account list and key Segments

• Align on Business Objectives

• Agree upon proper Metrics and Measurements for Success!

• Make sure Sales and Marketing are reviewing the same numbers, together

• Understand where any shortcomings are, and how to solve for them

• Recognize the successes and invest more

• Agree upon changes in strategy and expected results

• Make sure each team understands ABM and its applications

• Adopt across all functions within Marketing

• Reset Expectations, Goals and Measurements of Success

• Leverage Offline and Online, throughout the Funnel!

Demandbase on Demandbase

Developing our ABM Strategy and

Target Account List

Creating our ABM Strategy

IDENTIFY STAKEHOLDERS

AGREE ON TARGET LISTS &

PERSONALIZED EXPERIENCES

BUILD LISTS & EXPERIENCES

MEASURE & ITERATE

Identifying key account attributes

Overall technology applications used

Complexity of website

Social Activity

Revenue

Multimedia TechnologiesAnalytics Marketing

AutomationWeb Hosting

Platforms Live Chat

Refreshing the List

Capture changes from: Data inputs

Sales teams’ preferences

Business priorities

Our cadence 6 weeks for Prospects and Customers

2 weeks for Late-Stage Prospects

Account-Based Advertising

Where ABA fitsBusiness objectives:

Awareness for the right trafficConversions in the right cases

Use cases for Demandbase ABA

Most common Plant the seed for upsells and renewals

Build awareness at target prospect accounts

Expand reach of digital campaigns

Experimental Later-stage education

Air cover for strategic accounts

Give direct mail campaigns a digital boost

Plant the seed for upsells and renewals

Analytics upsell to 176 customer accountsBANNER CREATIVE LANDING PAGE W/ PERSONALIZATION

Results

Lifted Companies are 2.7x more likely to close

SAL PIPELINE CLOSE

Website Personalization

Strategy

Provide a consistent experience for ABA campaigns Engage our target audiences with tailored messages Call out personalization throughout the website Make it easy to convert Use personalization to demonstrate Demandbase’s

capabilities

Homepage Personalization: Hello

Homepage Personalization: Attract

Homepage Personalization: Engage

Homepage Personalization: Home

Shorter Forms, Better DataHidden fields:• Employee count• Employee range• Annual sales• Revenue range• Country code• Country name• Industry• Sub industry• Street address• City• State• Zip• …and more…

Marketing Tech Stack

YES NOSource of truth for web analytics

Account based dashboard and campaign performance

Marketing Automation

Web personalization and A/B testing

Online Chat

Salesforce reporting for Marketing

Account & Prospect scoring

Task and campaign management

Demandbase enabled?

Web content management system

COMING SOON

Results

Weekly Web Metrics: By Audience and Industry

Traffic Engagement Conversion

By Audience (and Industry)

Personalization Impact: Traffic Metrics INSIGHTS Overall traffic trended down,

but…

Traffic from Prospects increased significantly

Traffic from Customers increased

We are getting more of the right traffic to the website

Period* Sessions Users

BASELINE 27,589 23,703

(non-watchlist visitor) 26,991 23,252

Prospects 879 692Customers 598 451

PHASE ONE 22,778 17,541

% Change -17.4% -26%

% Change -21% -29%

Prospects 1,412 1,077% Change 61% 56%

Customers 1,183 800% Change 98% 77%

PHASE TWO 20,724 15,690

% Change -9% -11%

% Change 7.5% 5.4%

Prospects 1,981 1,474

% Change 40.3% 37%Customers 1,187 818

% Change 0.34% 2.25%

*Baseline = 11/15/14 – 1/31/15Phase One = 2/1/15 – 4/19/15Phase Two = 4/20/15 – 7/6/15

Personalization Impact: Engagement MetricsINSIGHTS Bounce rate is down for all

audiences

Bounce rate is down significantly for Prospects and Customers

Everyone is spending more time on the site and looking at more pages

Content and design are more engaging and are resonating well with our target audiences

Period* Bounce Rate Avg. Session Duration

Pages / Session

BASELINE 32.87% 00:01:24 2.50(non-watchlist visitor) 32.66% 00:01:23 2.51

Prospects 42.78% 00:02:03 2.49Customers 42.31% 00:02:08 2.18

PHASE ONE 27.84% 00:02:36 4.96

% Change -15.3% 86% 98.4%(non-watchlist visitor) 28% 00:02:36 4.94

% Change -15% 88% 97%

Prospects 29% 00:02:46 5.20% Change -32% 35% 109%

Customers 30% 00:02:32 4.41% Change -29% 19% 102%

PHASE TWO 24% 00:02:46 5.85

% Change -13% 6.4% 18%(non-watchlist visitor) 25% 00:02:44 5.8

% Change -11.3% 5% 17.4%Prospects 24.5% 00:02:35 5.57

% Change -16.4% -6% 7%Customers 19.4% 00:02:49 5.58

% Change -35% 11% 27%

Personalization Impact: Conversion MetricsINSIGHTS Conversion rates

and completions have increased dramatically

Contact Us is no longer a primary CTA, so worse performance is expected

Personalization has the right impact!

Period* Download Rate Downloads Contact Us

Rate Contact Us Demo Request Rate

Demo Request

BASELINE 0.25% 69 0.25% 69 0.11% 29

(non-watchlist visitor) 0.25% 67 0.25% 67 0.11% 29

Prospects 0.34% 3 0.46% 4 0.11% 1Customers 0.33% 2 0.33% 2 0.00% 0

PHASE ONE 0.30% 69 0.16% 37 0.40% 92% Change 20% 0.00% -36% -46% 264% 217%

% Change 16% -6% -40% -51% 282% 210%Prospects 0.42% 6 0.28% 4 0.14% 2

% Change 24% 100% -39% 0% 27% 100%Customers 0.08% 1 0.17% 2 0.25% 3

% Change -76% -50% -48% 0% 0.00% 0%

PHASE TWO 0.45% 93 0.20% 42 0.54% 111

% Change 50% 35% 25% 13.5% 35% 21%

% Change 55% 64% 27% 30% 26% 36%Prospects 1.1% 13 0.08% 3 1.17% 16

% Change 161% 117% -71% -25% 736% 700%Customers 0.45% 4 0.19% 2 0.13% 2

% Change 456% 300% 12% 0% -50% -33%

Funnel Metrics

MQL SAL PIPELINE CLOSE

Funnel Metrics

DB3k vs Non DB3k Accounts

Sales Team Close Rate ACV Funnel Velocity

Enterprise 3.8x +35% +2%

Mid Market 2.6x +40% -20%

Advertising 1.6x +31% +65%

Win A Go Kart Razor!!!

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Tweet Using #ABM & #DF15 to @Demandbase

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