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The New Normal:Account Based Selling meets Account Based Marketing
Peter IsaacsonCMO, Demandbase
The sales and marketing divide
MARKETING SALES
Leads
Personas
Quantity
Individuals
Opportunities
Buyers/Influencers
Quality
Accounts
Leads aren’t valued…
of marketing generated leads are never followed up by sales.
50%
- Miller Pierce, 2014 VOC 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-basedMarketing?
Focuses on best opportunities
Delivers customer-centric experience
Supports Sales reality
Connects Marketing to revenue
Evolution of Account-Based Marketing
1995- 2005 2005-2012 2012>>>
• Limited in scale(25-50 accounts)
• Field Mktg centric• Analog in approach
• Improved scale• Email centric• Industry focused• Post hand raise• Reactive
• Fully scalable(5000+ accounts)
• Full funnel• Multiple targeting
options• Pre hand raise• Proactive
©2015 Copyright Demandbase, Inc. Demandbase Confidential.
9
ABM
ABM at Scale
Traditional Demand Gen
Tiers of Account-Based Marketing
25- 50 accounts Intensive research Account-specific insights and messaging High touch, bespoke marketing programs
5000+ accounts Broad lead gen Focus on volume and qualification Minimal personalization
©2015 Copyright Demandbase, Inc. Demandbase Confidential.
10
ABM
ABM at Scale
Traditional Demand Gen
Tiers of Account-Based Marketing
25- 50 accounts Intensive research Account-specific insights and messaging High touch, bespoke marketing programs
50- 5000 accounts Accounts grouped into buckets (industry,
size, attributes, lifecyle stage, etc… Personalization scaled through technology
5000+ accounts Broad lead gen Focus on volume and qualification Minimal personalization
What drove the change? IP Targeting Account-based, real time bidders Real time customization More bandwidth/faster speeds DMPs Frustrated B2B Marketers
Getting Started with ABM
Align sales and marketing
Identify target accounts
Develop ABM Marketing Plan
Measure
Align Sales and Marketing
Philosophical AlignmentShared belief in an account-based approachCommitment to collaboration
Operational Alignment Target account list selection Planning and execution
cadence
Metrics/Goals Alignment Shared across teams Connected to business impact
Segmenting Your Target Account List
Segments you select must have discrete business objectives that marketing can build programs to support
Healthcare
FinServ
Manufacturing
Technology Competitor C
CompetitorA
Funnel Stage Industry Competitive Displacement
MQL/SAL
In Pipe
The ABM Marketing Mix
EventsWhat percentage of attendees are on
my target account list?Fewer Events, Greater Investment Digital CampaignsHow do I provide a consistent,
relevant experience?Optimize for the 15%
Customer MarketingHow can I support our customer
success team and our AEs?Selling to and with our Customers Field CampaignsWhich regions have the greatest concentration of target accounts?Set the strategy, don’t chase requests
Target Account List
Close Rates
ACV
Funnel Velocity
Impressions/CPMs
Click-through Rates
Web Traffic
Unique Visitors
Net New Names
Inquiries
MQLs
Target Account Activity
Opportunities
Pipeline
Closed Revenue
Available to Close
Measuring Success
Campaign Metrics Business Outcomes
TARGETACCOUNTS
Positioning/Attribute Targeting► technology footprint► competitive displacement► regulatory issues
Company Size or Industry Targeting► mid market vs. enterprise► FSI vs manufacturing vs.
healthcare
Sales Cycle Targeting► prospect vs. customer► pre-sales engagement vs.
pipeline push
ABM MATURITY MODELTIER
1TIER
2TIER
3
MEASUREMENT
Business Outcomes► ACV► close rate► retention/upsell
Campaign Performance► CTRs► Conversions► inquiries► MQLs
Revenue Performance► lift► pipeline► funnel velocity
MARKETINGPROGRAMS
Analog and DigitalFull Funnel► ads, website, MAS/CRM► corporate events► field activities
Bottom of the Funnel/Lead Generation► data append► forms autofill
Full Funnel Digital► ads/attraction► website engagement► MAS/CRM
TIER 1
TIER 2
TIER 3
TIER 1
TIER 2
TIER 3
TIER 1
TIER 2
TIER 3
SALES & MARKETING ALIGNMENT
Metrics and Goals Alignment► shared across teams► connected to business impact
Operational Alignment► target account selection► planning and execution
cadence
Philosophical Alignment► shared belief in an account-
based approach► commitment to collaboration
Demandbase Funnel Metrics
MQL SAL PIPELINE CLOSE
82%
49%
24%
96%
64%
42%
17%
51%
75%
Demandbase Business Metrics
Sales Team Close Rate ACV Funnel Velocity
Enterprise +285% +35% +2%
Mid Market +166% +40% -20%
Advertising +57% +31% +65%
Defining Targets
Customers
Prospects
Partners
Upsell
Renewal
Awareness
Trial
Re-En-
gage
Competitive
Purchase
Acquire
Inform
CoSell
Click Through Rates
Impressions/CPMs
Web Traffic
Unique Visitors
Conversions
Inquiries
MQLs
Measuring Success
Opportunities
Pipeline
Close Rates
ACV
Funnel Velocity
Target Account Activity
Lift
Retention And Upsell
VS
Campaign Performance Business Impact