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Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
Study Results
2% 2%5%
20%
71%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Very unimportant Unimportant Neutral Important Very important
11%
49%
59%
73%
84%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Other goals
Growth of existing accounts
Lead nurturing
Branding
New customer acquisition
12%
24%
24%
51%
55%
64%
68%
80%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Other strategies
Mobile marketing
Content syndication
Display and/or banner ads
SEM/PPC
Inbound marketing/content creation/blogs
SEO/Organic search
Social media marketing
50%
60%
61%
73%
85%
88%
88%
88%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
A/B testing
Lead scoring
Marketing Automation
Business Intelligence
CRM
Analytics
Content Management
Email marketing solution
30%22% 21% 19% 17% 14% 12% 10%
53%45%
50%
59% 58%50%
58%
47%
17%
33%29%
22% 25%
36%30%
43%
0%
20%
40%
60%
80%
Ineffective
Moderate
Effective
8%
9%
33%
36%
37%
41%
49%
54%
55%
64%
0% 10% 20% 30% 40% 50% 60% 70%
Other
None
Program ROI
Sales opportunities identified
Marketing Qualified Leads
Impressions
Revenue generated
Number of inquiries
Page views
Click-thrus
Low market understanding 48%
High marketing understanding 52%
41%
59%
31%
69%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Neutral to Ineffective Effective/Very effective
Low understandinggroup
High understandinggroup
14%
37%
49%
10%
20%
70%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Ineffective Neutral Effective
Declining or Flat
Growth
2%
3%
9%
11%
13%
24%
38%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Other
SMB segment
Enterprise segment
Geographies
Named account lists/targets
Industries or vertical markets
Individual prospect types/buyer personas
34%
41%
45%
46%
55%
61%
0% 10% 20% 30% 40% 50% 60% 70%
Product-based
User profile or persona-based
Sales-driven
Industry or company-based
Business needs-based
Thought leadership
32%
25%
16%
11%9%
3% 4%
0%
10%
20%
30%
40%
Unaware Aware, notusing
Aware,considering
using
Piloting ABM Runningsome ABMcampaigns
Runningmany ABMcampaigns
ABM isprimarydigital
approach
3.37
3.58
3.82
3.1
3.2
3.3
3.4
3.5
3.6
3.7
3.8
3.9
Unaware Aware, not using Using ABM
4%
14%
19%
25%
25%
28%
32%
35%
37%
39%
42%
0% 10% 20% 30% 40% 50%
Other challenges
Difficulty integrating with key systems
Difficulty selecting optimal channel mix
Ability to market to prospects in real-time
Difficulty measuring ROI
Cost
Conversion rates
Developing effective content or creative
Ability to precisely target prospects
Ability to better track & measure results
Lack of staff, technology, resources
Specific goals
Revisit regularly
Avoid “one size fits all goals”
Match channels to targeting criteria
Optimize channel mix
See the forest – and the trees
Not too narrow
For B2B, think “Buying Center”
Know the customer journey
Lead score at the company level
Data is not hard to capture
Some metrics are better than others
Any metrics are better than none at all
The digital marketing space moves quickly
Advantages go to the early adopters
Retire what’s losing effectiveness
Keep your eye on the digital marketing horizon
Sales and Marketing are divided
MARKETING SALES
Leads
Personas
Quantity
Individuals
Opportunities
Buyers/Influencers
Quality
Accounts
The result…
MARKETING
“We delivered
1,238 MQLs
this quarter.
+27% above goal!”
SALES
“We didn’t hit our
number. Marketing
isn’t supporting us”
Leads aren’t wasted
of marketing
generated leads are
never followed
up by sales.
50%
- Miller Pierce, 2014 VOC Study
B2C tactics aren’t ideal for B2B
Spray and Pray• Quantity ≠ quality
• Wasted resources
Persona Marketing• Targeting based on behaviors
• Right person, wrong company
Targeting Accounts• B2B buys & sells by account
• Aligns marketing with sales/revenue✔
3 Easy Steps to Account-Based Marketing
Identify the right accounts
Market to those accounts
Measure by accounts
The DB 1500
Personalize the experience
Targeting Accounts produces results
MQL TO
CLOSED/WON
DB 1500
+134%
The result…
MARKETING
“We reached 50% of
our target accounts
and contributed
$12.6M in pipeline!”
SALES
“We love you!”