Account-Based Marketing:Driving Results Through the Funnel
Rachel Balik | Product MarketingLeah Allen | Digital and Marketing Operations
September 16, 2015
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Agenda
Review of ABM fundamentals Applying ABM in each section of the funnel Demandbase on Demandbase case study
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Account-Based Marketing
Identify the companies most likely to buy, and then market to them
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Account-Based Marketing
Identify the companies most likely to buy, and then market to them
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Why Account-Based Marketing?
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• 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
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Focus on what matters: Accounts
Identify the right accounts
Market to those accounts
Measure by accounts
STEP 1 STEP 2 STEP 3
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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
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So what can you do about it?
Homepage carousel?
SEO/SEM?
Create More Content?
Un-gate content?
Promote on social?
Target personas?
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Customers
Prospects
Partners
Define Segments and Business Objectives
Upsell
Renewal
Aware-ness
Trial
Purchase Re-En-
gage
Competi-tive
Acquire
Inform
CoSell
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ABM Across The Funnel
Measure (x2)
AttractEngage
Convert
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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
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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?
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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
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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
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Focus advertising on targets that matter
Engage
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Make the “zero click” website
Right Message, Right Account, Right Time
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Source: Demandbase Customer case studies
Personalize to individual segments
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OPTIONS:
Industry/Vertical1
Source: Demandbase Customer case studies
Personalize to individual segments
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OPTIONS:
Industry/Vertical1
Source: Demandbase Customer case studies
Personalize to individual segments
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OPTIONS:
Industry/Vertical1
2 Company Size
Source: Demandbase Customer case studies
Personalize to individual segments
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OPTIONS:
Industry/Vertical1
2 Company Size
Source: Demandbase Customer case studies
Personalize to individual segments
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OPTIONS:
Industry/Vertical1
2 Company Size
3 Account Status
Source: Demandbase Customer case studies
Personalize to individual segments
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OPTIONS:
Industry/Vertical1
2 Company Size
3 Account Status
Source: Demandbase Customer case studies
Personalize to individual segments
Convert
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LANDING PAGE
Personalize the landing page for a clear path to relevant content and conversions
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LANDING PAGE
Personalize the landing page for a clear path to relevant content and conversions
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ASSET PAGE
LANDING PAGE
Personalize the landing page for a clear path to relevant content and conversions
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PRODUCT PAGE
Personalize product level pages to drive deeper engagement and conversions
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PRODUCT PAGE
Personalize product level pages to drive deeper engagement and conversions
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ASSET PAGE
PRODUCT PAGE
Personalize product level pages to drive deeper engagement and conversions
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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
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Creating our ABM Strategy
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Creating our ABM Strategy
IDENTIFY STAKEHOLDERS
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Creating our ABM Strategy
IDENTIFY STAKEHOLDERS
AGREE ON TARGET LISTS &
PERSONALIZED EXPERIENCES
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Creating our ABM Strategy
IDENTIFY STAKEHOLDERS
AGREE ON TARGET LISTS &
PERSONALIZED EXPERIENCES
BUILD LISTS & EXPERIENCES
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Creating our ABM Strategy
IDENTIFY STAKEHOLDERS
AGREE ON TARGET LISTS &
PERSONALIZED EXPERIENCES
BUILD LISTS & EXPERIENCES
MEASURE & ITERATE
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Identifying key account attributes
Overall technology applications used
Complexity of website
Social Activity
Revenue
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Multimedia TechnologiesAnalytics Marketing
AutomationWeb Hosting
Platforms Live Chat
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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
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Where ABA fitsBusiness objectives:
Awareness for the right trafficConversions in the right cases
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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
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Plant the seed for upsells and renewals
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Analytics upsell to 176 customer accountsBANNER CREATIVE LANDING PAGE W/ PERSONALIZATION
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Results
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Lifted Companies are 2.7x more likely to close
SAL PIPELINE CLOSE
48%
23%
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Lifted Companies are 2.7x more likely to close
SAL PIPELINE CLOSE
48%
23%
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Lifted Companies are 2.7x more likely to close
SAL PIPELINE CLOSE
48%
23%
73%
41%
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Lifted Companies are 2.7x more likely to close
SAL PIPELINE CLOSE
48%
23%
73%
41%
52%
78%
Website Personalization
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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
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Homepage Personalization: Hello
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Homepage Personalization: Attract
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Homepage Personalization: Engage
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Homepage Personalization: Home
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Homepage Personalization: Home
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Homepage Personalization: Home
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Homepage Personalization: Home
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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…
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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
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Weekly Web Metrics: By Audience and Industry
Traffic Engagement Conversion
By Audience (and Industry)
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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%
(non-watchlist visitor) 21,366 16,464
% 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%
(non-watchlist visitor) 22,963 17,352
% 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
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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%
*Baseline = 11/15/14 – 1/31/15Phase One = 2/1/15 – 4/19/15Phase Two = 4/20/15 – 7/6/15
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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%
(non-watchlist visitor) 0.29% 63 0.15% 33 0.42% 90
% 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%
(non-watchlist visitor) 0.45% 103 0.19% 43 0.53% 122
% 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%
*Baseline = 11/15/14 – 1/31/15Phase One = 2/1/15 – 4/19/15Phase Two = 4/20/15 – 7/6/15
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Funnel Metrics
MQL SAL PIPELINE CLOSE
82%
49%
24%
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Funnel Metrics
MQL SAL PIPELINE CLOSE
82%
49%
24%
96%
64%
42%
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Funnel Metrics
MQL SAL PIPELINE CLOSE
82%
49%
24%
96%
64%
42%
17%
51%
75%
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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%
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