account-based marketing in action
TRANSCRIPT
ACCOUNT-BASED MARKETING IN ACTION
MARKETINGINNOVATION
SUMMITFOR B2B
presented by
#B2BSummit | @Demandbase April 29-30, 2015 | AT&T Park, San Francisco, CA
© 2015 Copyright Demandbase, Inc. Demandbase Confidential.
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Account-Based Marketing To-Do’s
ü Introduction to ABM ü Create a Segmentation Plan ü Build Analytics Skills ü Learn Advertising, Personalization & Landing Page
Best Practices ü Setup Tests and Experiments q Find out how the best B2B companies are doing it
© 2015 Copyright Demandbase, Inc. Demandbase Confidential.
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Keep in mind…
§ Different journeys § Crawl-Walk-Run § Data-Driven § Segmentation
§ Account lists
MARKETINGINNOVATION
SUMMITFOR B2B
presented by
INFOBLOX
April 29-30, 2015 | AT&T Park, San Francisco, CA
ABM IN ACTION
© 2015 Copyright Demandbase, Inc. Demandbase Confidential.
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Infoblox – Controlling the network CHALLENGES: § Measure performance § Marketing & Sales
alignment § Attract and engage
key accounts
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State of ABM at Infoblox
§ Defined Target Account list
§ Documented reporting process
§ Launched Account-Based Advertising
© 2015 Copyright Demandbase, Inc. Demandbase Confidential.
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Using Analytics to Drive Insights
§ Custom reports on engagement from key segments and target accounts
§ Insight into opportunities for more targeted attraction, engagement, and conversion
© 2015 Copyright Demandbase, Inc. Demandbase Confidential.
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ABM Results – Account-Based Advertising
RESULTS
56% ACCOUNT LIFT (AVG. = 25-30%)
82% NET NEW
COMPANIES (62% came from
Demandbase Ads)
392% INCREASED PAGEVIEWS
© 2015 Copyright Demandbase, Inc. Demandbase Confidential.
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What’s next?
1. Double down on Advertising! 900 target accounts, “always on”
2. Enhancing CRM Demandbase Sales Accelerator
3. Expand on website optimization and ABM strategies with continuous insights to leadership
MARKETINGINNOVATION
SUMMITFOR B2B
presented by
DELL
ABM IN ACTION
© 2015 Copyright Demandbase, Inc. Demandbase Confidential.
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Dell – Customization for B2B CHALLENGES:
§ Filter and capitalize on homepage traffic from B2B companies
§ Engage B2B traffic with relevant, personalized experience
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The Pilot – A/B Test with Adobe Target
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The Result
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The future is bright with ABM 1. Additional tests deeper in the site:
20% lift in content engagement
2. Track B2B visitors in analytics and define buying activity
3. Account-Based Advertising: Drive the right traffic to the site
4. Short forms (w/ hidden company data) to increase conversions
MARKETINGINNOVATION
SUMMITFOR B2B
presented by
SURESCRIPTS
ABM IN ACTION
© 2015 Copyright Demandbase, Inc. Demandbase Confidential.
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Surescripts - Targeted Awareness CHALLENGES:
§ Increase awareness § Relevant messages to
sub-industries § Generate demand with
net new companies
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Using Analytics to Drive Insights
4% 14%
13%
12%
4% 3% 4% 9% 2%
4%
6%
5%
20%
Unknown
$1 - $1M
$1M - $5M
$5M - $10M
$10M - $25M
$25M - $50M
$50M - $100M
$100M - $250M
$250M - $500M
$500M - $1B
$1B - $2.5B
$2.5B - $5B
Over $5B
3%
34%
24%
39% Unknown
1-99 Emp
100-999 Emp
1000+ Emp
COMPANY TRAFFIC BY ANNUAL REVENUE COMPANY TRAFFIC BY # OF EMPLOYEES
© 2015 Copyright Demandbase, Inc. Demandbase Confidential.
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ABM Advertising at Surescripts
Target Account List:
§ 336 companies
§ Hospitals, Pharmacies, EHR
Advertising Objectives:
§ Surescripts awareness
§ Hospitals - Immunization services
DISPLAY BANNER AD CAMPAIGN LANDING PAGE
PRODUCT PAGE
Ret
arge
ting
© 2015 Copyright Demandbase, Inc. Demandbase Confidential.
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Results – Account-Based Advertising § Attracted 165 new Companies
§ Increased page views for Immunization targets by 35%
§ Increase page views for branding targets by 124%
§ Increased awareness by approximately 30%
© 2015 Copyright Demandbase, Inc. Demandbase Confidential.
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What’s next?
§ Increase volume of target companies for Account-Based Advertising
§ Personalization on tap § Align ABM action plan with
strategic marketing initiatives
MARKETINGINNOVATION
SUMMITFOR B2B
presented by
RGIS
ABM IN ACTION
© 2015 Copyright Demandbase, Inc. Demandbase Confidential.
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RGIS – Doing more with less CHALLENGES:
§ Limited Marketing budget § Increase awareness
beyond retail § Static/limited website
experience § Lack of digital experience
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State of ABM – Evolving Strategy
§ Account lists created for high-value industry segments
§ Sales Enablement § Beginning ABM Analytics
consulting engagement
Crawl Walk Run
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Using Analytics to Drive Insights
§ Custom reports on engagement from key segments and target accounts
§ Insight into opportunities for more targeted attraction, engagement, and conversion
© 2015 Copyright Demandbase, Inc. Demandbase Confidential.
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Customer-Centric Website Redesign and Forms
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ABM Strategy in action TARGET INDUSTRY: Utilities § E-mail campaign to 12,761 contacts
§ Initial result: 2 form submits ABM HIDDEN INSIGHT: § 47 identified Utility Companies visited
RGIS.com but have yet raise their hand (fill out a form)
§ Awareness in the Energy & Utilities sector increased 235% and website traffic increased 467% following e-mail campaign
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© 2015 Copyright Demandbase, Inc. Demandbase Confidential.
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What’s next? § Deeper dive into analytics
(with ABM expert consulting)
§ Optimize new website, focused on personalized, customer-centric experience
§ Connect marketing with sales SFDC opportunity data in Performance Manager to help uncover “hidden opportunities”
§ Exploring Targeted Advertising to specific companies
© 2015 Copyright Demandbase, Inc. Demandbase Confidential.
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THANK YOU!