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