Sales and Marketing Alignment: Bridging the Great Divide through ABM

Sales and Marketing AlignmentBridging the Great Divide Through ABMPeter IsaacsonCMO, Demandbase

Alan SaldichVP Marketing, Cloudera

©2015 Copyright Demandbase, Inc. Demandbase Confidential.

2

The sales and marketing divide

MARKETING SALES

LeadsPersonasQuantity

Individuals

OpportunitiesBuyers/Influencers

QualityAccounts


3

The result…

MARKETING

“We delivered1,238 MQLs this quarter.+27% above

goal!”

SALES

“Marketing isn’t supporting us”


4

In B2B, the cost of irrelevance is high

4.4% Inquiries Convert

.03%Inquiries to closed/won


5

Leads aren’t valued…

of marketing generated leads are never followed up by sales.

50% - Miller Pierce, 2014 VOC Study


6

The buying process happens before the lead is created

SALESCALL LEAD

SOCIALMEDIA

WEBSITEVISIT

SEARCH

DETERMINEPROBLEM

WEBSITEVISIT

WEB RESEARCH

FRIENDS AND FAMILY

Typical B2B Buying Process


7

B2B can’t use B2C tactics

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✔


8

Account-Based Marketing

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


9

Account-Based Marketing

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

1. SiriusDecisions’ “2015 State of Account-Based Marketing”2. Demand Metric “Defining Digital Impact in the B2B Enterprise”

of companies said Account-Based Marketing is “extremely” or “very” important to their efforts. 192%of marketers employing ABM stated they are aligned with sales. 191%

of companies employing ABM plan to invest more in technology over the next 12 months.1

61%of B2B companies are aware of ABM.275%


11

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

Account-Based Marketing at Demandbase


13

The process Identify stakeholders in marketing and sales

Establish target account list Both marketing and sales stakeholders

Develop marketing and sales engagement plans around those accounts

Execute marketing programs

Measure

Refresh target list quarterly


14

Predictive Analytics Identifying common business characteristics of customers

and pipeline accounts to establish a list of high value prospects

For Demandbase, this was NOT about lead scoring


15

Identifying key account attributes

Overall technology applications used

Complexity of website

Social Activity

Revenue

1

234

Multimedia TechnologiesAnalytics Marketing

AutomationWeb Hosting

Platforms Live Chat


16

The DB3K


17

Segment by sales regions

Source: US Census Bureau


18

Territory and account planning

Overview

+

Brainstorm

+

Align

Marketing+

Sales+

SDR

WHO WHAT


19

The territory planning process

Marketing Planning

Demand Generation Field Marketing Database

Campaigns

Sales Team Presentations

Review Programs

Brainstorm Additions

Align Account Focus

DB1500+

Final Plan Additional Territory Activities

Monthly Review

Perf Man Analysis

Program Execution

Recommended Edits

-4 weeks

End of 1st and 2nd Months

-2 weeks

Quarter Start


20

Field event prioritization


21

Target Geo: Midwest Total Accounts in Territory: 270

# Touched by Q3 Programs: 135 Average # of Contacts per account: 6 Average # of Touches per Contact: 7.5

Q3 Activities: Advertising campaign B2B retargeting Field Marketing Event: Aug 7

# of pipeline opportunities: 4 Won Deals: 1

Content Marketing World (Cleveland): September 8 Prospect Luncheon (Cleveland): September 10


22

Personalize the experience


23

Measure by territoryPrograms executing this quarter:• Advertising campaign• B2B Retargeting• Chicago Field Program• Cleveland Appt Setting Campaign• Content Marketing World

August

July

Performance Assessment:• Saw 5 more target accounts engaged this month.• 6 key accounts engaged in in-person activities• General upswing in engagement, but not as much as planned.• Q4 programs increased to address this.

$190,350

$375,500

15

27


24

Demandbase Sales Accelator

Sales Accelerator: Making marketing data accessible, and actionable, for sales

Are we advertising to my key accounts?How is website engagement trending?What content are they most interested in?Are there any anomalous behavior patterns?

1234


25

DB3k vs Non DB3k Accounts

Sales Team Close Rate ACV Funnel Velocity

Enterprise +285% +35% +2%

Mid Market +166% +40% -20%

Advertising +57% +31% +65%

26© Cloudera, Inc. All rights reserved.

Finding (Paying) CustomersAlan Saldich / VP Marketing, Cloudera@alsaldich


Quick Background

• 3 ½ Years at Cloudera (120 employees then, to over 1,000 today)• 9th Startup (most recent: Riverbed)• Cloudera is my first open source experience (it’s different)• Engineering undergrad (M.E. Free Tip: not so useful in enterprise software)• Recent empty-nester (aka “free range” parent)


I have aData

problem…

Open Source Marketing is Different (I think)

Old School(RDBMS, EDW, etc…)

NewSchool(Hadoop)

CommercialHadoop Distro?

ApacheSoftware Foundation(ASF)

Cloudera

Bad Guys

Don’t necessarily need to engage with Cloudera

at all to use our technology

Typically 6 Months to 2 years… Subscription Starts

Paid?

Free?


Our Sales Cycles Can be Pretty Long…


Web Personalization+ Analytics

(Lead Auto-Convert)

Marketing Technology Stack (Most of it)

(CMS)

Account Based Marketing

Lead CaptureMktg. Autom.

Mktg. Autom.

External Scoring TrainingEvents(Various) Webinar

Platform Firmographics

Funnel AnalyticsSales driven email mktg

Lead Nurturing

ClouderaEDH

Web Analytics


What we’re trying to improve in marketing ops

Headline: Find customers faster.• Detect the stealth prospects earlier• Serve relevant content for business users / IT users / developers / operators /

verticals, etc…• Drive earlier engagement (by sales) with business users• Funnel Velocity (leads oppty deal)• Getting better at distinguishing Hadoop users from future paying customers• Finding expansion opptys in existing customers

(different LoB, division, buyer, use case, etc…)• Analyze what’s working (and do more of it). And vice versa


Thankse: [email protected]: @alsaldich