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B2B ACCOUNT-BASED MARKETING PRESENTATION TITLE!
WELCOME TO THE ABM REVOLUTION!!
Why the heck are you spending your money advertising to me on the Detroit News web site?I am never going to buy your software.Love, Mom!
What!!
Are Still Plaguing!
B2B Marketers?!
3 PROBLEMS!of site trafficis NOT from
target accounts"
85%!of web visitors
do NOT engage on web site"
80%!of visitors do
NOT complete call-to-action"
97%!
“Account-Based Marketing” search interest!
Identify ABM as “Very Important” to their marketing efforts !
87%!
Why Now?!
Account-Based Identification!
Account-Based Measurement!
Account-Based Advertising
!
Common Data Model!
ConnectedExperiences!
Marketing Activities are Disconnected!
Ads
Social
MAS
Pipeline
Web
CRM
Events
Customer
ABMSystem of !
Record
Ads
Social
MAS
Pipeline
Web
CRM
Events
Customer
The Future of ABM!
The Future of ABM!
• Media, web site, social, CRM interconnected and automated!
!• 100% subscription model that
scales by account!!• Spend and results measured at
the account level !
ABM!System of!
Record
Organize contacts into account objects for account-based nurturing!
!
Account-Based Marketing
Automation!
Automated account data append for all Marketing Automation!
Real-time append of account data to shorten forms!
Behavioral Account Score!
in partnership with:!
B2B ACCOUNT-BASED MARKETING PRESENTATION TITLE!
KEVIN AKEROYD!GM & SVP!ORACLE MARKETING CLOUD!
OracleConfiden-al-Restricted 14OracleConfiden-al–Internal/Restricted/HighlyRestrictedCopyright©2016,Oracleand/oritsaffiliates.Allrightsreserved.|
Marke&ng Drives B2B Customer Experience with Data Marke&ng Innova&on Summit for B2B
KevinAkeroydGM&SVPOracleMarke-ngCloud
OracleConfiden-al–Internal/Restricted/HighlyRestricted 15
The following is intended to outline our general product direc&on. It is intended for informa&on purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or func&onality, and should not be relied upon in making purchasing decisions. The development, release, and &ming of any features or func&onality described for Oracle’s products remains at the sole discre&on of Oracle.
Safe Harbor Statement
B2B Marke&ng Sophis&ca&on Is Evolving Rapidly
OracleConfiden-al–Internal/Restricted/HighlyRestricted 16
“In2016,leaderswillunderstandandan4cipateindividualneedstodeliverpersonalizedexperiences,sharplyincreasingtheirleadinthemarket.”TheMarTechlandscape
hasgrownfrom150to4,000vendorssince2011.–ScoUBrinker,chiefmartec.com
By2017theCMOwillspendmoreonITthantheCIO–LauraMcLellan,Gartner
-ForresterResearch
A
Digital Marke&ng Is Now Marke&ng
OracleConfiden-al–Internal/Restricted/HighlyRestricted 17
“Ascustomersoptfordigitallyledexperiences,digitalmarke4ngstopsbeingadiscretedisciplineandinsteadbecomesthecontextforallmarke4ng.Digitalmarke4ngisnowmarke4nginadigitalworld.”-YvonneGenovese,Gartner
Ofmarketershavesiloedteamsandtechnologiesbychannels-eConsultancy
93%Marke>ng
Agency
EMAIL WEB
SOCIAL MOBILE
CONTENT SEARCH
CREATIVE
MEDIA
Companies Lack Centralized Hub to Orchestrate Customer Interac&ons and Content Across Lifecycle
OracleConfiden-al–Internal/Restricted/HighlyRestricted 19
EmailLandingPages Mobile WebSocial DirectDisplayAdsSearch Mail Phone
MARKETER
CUSTOMER
SUSPEC
T
PROSPEC
T
CUSTOMER
ADVO
CATE
Acquire
Interest
Target
Research
Engage
Evalua-on
Convert
Buy
Target
Own
Engage
Maintain
Convert
Expand
The New Digital Funnel: A Cross-Channel Approach
Cross-Channel Across the Organiza&on
OracleConfiden-al–Internal/Restricted/HighlyRestricted 20
IndividualTargetExperience
AccountBasedTarge>ngExperience
to
OracleConfiden-al–Internal/Restricted/HighlyRestricted 21
85%OfCMOssayfragmented
datapreventscross-channelconsistency.
-CMOClub
GregJones,ChicagoPastPurchase:1YearSoXwareLicense
ANONYMOUS KNOWN
Fragmented Data Translates to Bad Experiences
22
CreateIdealAccountProfilestoFindtheRightCustomersSegmentandtargetbasedonspecificaccountprofiles,industriesandaUributes
23OracleConfiden-al-Restricted
Content Is S&ll King Create Personalized Cross-Channel Engagements Through Persona Driven Content Strategy
23
OracleConfiden-al–Internal/Restricted/HighlyRestricted 24
Marketers Who Deliver Reap Compe&&ve Advantage
$57–Lessperacquiredcustomer
23%Premiumintermsofshareofwallet,profitability
CostofAcquisi>on Reten>onConversion
$55millionto$1.6billion
annualimprovement
Sources:Forrester&Gallup
25
OracleEloquaCampaignCanvasIntegra>on
The First ABM Solu&on for Marke&ng Automa&on
ü Implementwithinmarke-ngautoma-on
ü Executeaccount-specificcampaigns
ü Runaccount-basednurturecampaignsforprospectsandcustomers
ü Accelerateconversionrates
ü Drivemorerevenuefrommarke-ngqualifiedleads(MQLs)
26
Account-Based Data Integra&on DemandbaseDataIntegra>onü Appendrichdataand
behavioralinforma-on
ü Joincontactstocorrespondingaccounts
ü Executespecificcampaignstoparentaccounts
ü Extendleadscoringtoincludeanaccountscore
ü Triggercampaignsandworkflowbyaccountscore
27
Demandbase Personaliza&on “Youknowme.Youreallyknowme.”
ü TargetAccountsü EliminateLongForms
ü IncreaseAccountConversion
SolvingtheAnonymoustoKnownConversionProblem
28
Build an Ac&onable Customer Profile
WithOracle’sCross-ChannelMarke-ngsolu-on,youdesignmarke-ngprogramsthatstartwith
eachindividualcustomerfirst
Behaviors
Sen>ment Preferences
Ac>vi>es
29
Sales and Marke&ng Alignment
SALES MARKETING
B2B ACCOUNT-BASED MARKETING PRESENTATION TITLE!