account-based marketing: lessons in scalability & impact from 2 client journeys

Account-Based Marketing: Lessons in Scalability and Impact From Two Client Journeys

Megan HeuerVice President and Group Director

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© 2015 SiriusDecisions. All Rights Reserved 2

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What is SiriusDecisions?

Account-Based Marketing: Lessons in Scalability and Impact From Two Client Journeys

Megan HeuerVice President and Group Director

#sdwebcast


Today’s Presenters

Megan HeuerVice President

and Group Director

SiriusDecisions

John SeanerVice President, Global

Field MarketingMedidata Solutions

Peter IsaacsonChief Marketing

OfficerDemandbase


What We’ll Cover Today• Key issues

• Companies who use account-based marketing (ABM) create better alignment with sales and deliver compelling business results

• Effective ABM requires an optimized balance of insights, technology and process

• Bringing scale to ABM requires having the right resources and skills in place• What you will walk away with

• Understanding of how two companies, Demandbase and Medidata, are delivering great results using different ABM types

• Highlights from the roadmap to ABM success, from insights to technology• Inspiration for building a best-in-class program in your business

Introduction to Account-Based MarketingWhat Is It, and How Do You Make It Work?

SiriusPerspective:


Facts: A Balanced Approach Works and ABM DeliversThe SiriusDecisions 2015 B-to-B Buyer Study of more than 1,000

buyers showed that sales and marketing need to be aligned more than than ever.

Sales is involved from the start: B-to-B buyers say a sales rep from the winning vendor was involved in the “Education” stage of their journey in 49 percent to 67 percent of the time.

Marketing is involved through the finish line:Buyers average an almost event split (51 percent non-human/49 percent human) of interaction types throughout all stage of buying.

Customer experience has a major impact on buying decisions:71 percent of the overall purchase drivers for b-to-b buyers are based on direct or indirect customer experience.


ABM Combines A Math Problem and A Personality Test

Marketing must align its efforts to the accounts, sellers and actions most likely to deliver growth.

Marketing must execute in a way that respects and engages customers based on their needs, preferences and timing.

SiriusPerspective:


ABM Is New For Most, But Not All, B-to-B CompaniesAccount-based marketing is common in EMEA, where field

marketing supports sales on specific accounts at the country level.

ABM Pilot ABM Full Program

38 percent have had a pilot in place for less than 6 months…

14 percent have had a pilot in place for more than 6 months

26 percent have had a full program in in place for less than one year…

20 percent have had a full program in place for more than a year

SiriusPerspective:


The SiriusDecisions Account-Based Models FrameworkThere are four types of ABM; All b-to-b companies have a need

for at least one of these based on business model, and all begin with a defined universe.


Good ABM Follows A Process With A Solid Foundation

InsightsInterlock / Communication

TechnologyOrganization, Roles, Competencies

EducationScoping

Resourcing

AssessmentOpportunityIdentification

ScoringSelection

Goals Messaging

Tactic Selection

Plan Delivery

Pilot Full Rollout

ParticipationOptimization

AudiencesMetric

SelectionDelivery

Maturity AuditBenchmarking

Preparation Prioritization Planning Execution Measurement

SiriusDecisions Account-Based Marketing Framework

SiriusPerspective:


Access To ABM Tech Ecosystem Speeds Time To ImpactMost companies (61%) say they will invest in tools for ABM this

year; Make sure to select the right ones then provide people and training to make them work.

Social Media

Marketing & Sales Force Automation

AdTechData /

InsightsServices

Customer

Success Mgmt.

Progressive Profiling & Dynamic Display/CMS

Analytics(Web, reporting,

predictive/ advanced, etc.)

CustomerReference/ Advocate Marketing

Customer IntelligenceManagemen

t

Buying Cycle Customer Lifecycle

Account Planning


Aligned Measurement Shows ABM Impact The Right Way

Metric Class Metric Examples Description



Counts of actions taken• Account/Contact Activity• Sales UtilizationActivity





Direct results of actions• Pipeline Influence• Conversion rates• Relationship Development

Output






Output

Effects against business goals

• Revenue Growth• Retention• Loyalty• Advocacy

Impact






Output

Effects against business goals

• Revenue Growth• Retention• Loyalty• Advocacy

Impact

Preparedness to perform• Account Insights• New Contacts• Successful Planning

Readiness


Industry / Segment ABM: MedidataJohn Seaner

© 2014 Medidata Solutions, Inc.

Medidata ABM Program Overview

October 1, 2015

John SeanerVice-President Global Field Marketing


Leading cloud-based clinical trial platformPowering 50% of the world’s drug studies

18

Scientific, Operational and Patient

Value

530+ Customers

5,500+ Patient

Visits / Day

2.5M+Patients

300,000+ Study Sites

8 Billion+Clinical Records

573,000+Data

Points/Day

© 2014 Medidata Solutions, Inc. 19

“Selfie” messaging Makers of “pretty things” The “party planners” One size fits all content Clicks, page views and form fills Zero focus on the big picture “Us” (Marketing) vs “them” (Sales)

ABM was our chance to change perceptionMarketing had no seat at the table


Target accounts generate 78% of all industry revenues and consume 70% of all industry R&D

spend in 2014

100

Average number of personas per target

account buying center

16The baseline marketing

noise to which these target personas are subjected in the form of tradeshows, events, webinars, etc.

668Target personas control

70% of a $13 billion total addressable

market

1600

We identified the target accountsBasis of no more “checklist” / ”spray and pray” marketing


Then took a data science approach17 attributes from 4 categories predict 92% success rate

Sales Relationship Marketing Engagement

Level Customer Experience Digital Footprint and

Body Language


We answered the tough questionsTowards integrated “decision assistance packages” / demand tradecraft

• Who are the buyers, their mindsets and decision criteria (business and personal)

• What is the buyers’ definition of a solution?• What are the natural decision paths of the buyers?

• What slows a decision (gaps, blind alleys, bottlenecks and roadblocks)?

What kind of information do they need?

When do they need information? From what source do they need information?

In what form do they need information?

In what sequence do they need information?


Our efforts were supplemented by a new teamPulled from Sales, Customer Care, Data Science, Finance and Product

• Customer Experience

• Business Value

• Account Governance


A new technology stack was implementedBoth COTS and custom development

• Customer insight

• Digital footprint

• Movement triggers

• Persona pain points

• Trended commercial education topics


Our results year to date 75% of marketing budget will be allocated to ABM in 2016

“As a sales executive, this is

exactly what I was hoping for from ABM – an

avenue to develop deep

relationships with customers and

prospects.”2011

2012

2013

2014

714% In-crease Senior

Executive Engagement

210% Increase Target account

marketing inquiries

211% Increase Marketing

engagement rate

159% IncreaseMarketing sourced

demand

Named ABM: DemandbasePeter Isaacson

Driving Results with ABM:Demandbase on Demandbase

Peter Isaacson | CMO

October 1, 2015

© 2015 SiriusDecisions. All Rights Reserved 33©2014 Copyright Demandbase, Inc. Demandbase Confidential.

33

Account-Based Marketing

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

© 2015 SiriusDecisions. All Rights Reserved 34©2014 Copyright Demandbase, Inc. Demandbase Confidential.

34

Account-Based Marketing

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

©2015 Copyright Demandbase, Inc. Demandbase Confidential.

35

ABM Across The Funnel

Measure (x2)

AttractEngage

Convert


36

Creating our ABM Strategy

IDENTIFY STAKEHOLDERS

AGREE ON TARGET LISTS & PERSONALIZED EXPERIENCES

BUILD LISTS & EXPERIENCES

MEASURE & ITERATE


Account-Based Advertising


42

The Role of Account-Based AdvertisingBusiness objectives:

Awareness for the right trafficConversions in the right cases


43

Analytics upsell to 176 customer accountsBANNER CREATIVE LANDING PAGE W/ PERSONALIZATION


44

Results


45

Lifted Companies are 2.7x more likely to close

SAL PIPELINE CLOSE

48%

23%


46


SAL PIPELINE CLOSE

48%

23%


47


SAL PIPELINE CLOSE

48%

23%

73%

41%


48


SAL PIPELINE CLOSE

48%

23%

73%

41%

52%

78%


Website Personalization


50

Strategy

Provide a consistent experience for ABA campaigns Engage our target audiences with tailored messages Call out personalization throughout the website Make it easy to convert Use personalization to demonstrate Demandbase’s

capabilities


51

Homepage Personalization: Hello


52

Homepage Personalization: Attract


53

Homepage Personalization: Engage


54

Homepage Personalization: Home


55



56



57



58

Weekly Web Metrics: By Audience and Industry

Traffic Engagement Conversion

By Audience (and Industry)


Personalization ImpactTraffic Metrics

INSIGHTS Overall traffic trended down, but… Traffic from Prospects increased

significantly Traffic from Customers increased We are getting more of the right

traffic to the website

Period* Sessions Users

BASELINE 27,589 23,703(non-watchlist visitor) 26,991 23,252

Prospects 879 692Customers 598 451

PHASE ONE 22,778 17,541

% Change -17.4% -26%(non-watchlist visitor) 21,366 16,464

% Change -21% -29%

Prospects 1,412 1,077% Change 61% 56%

Customers 1,183 800% Change 98% 77% *Baseline = 11/15/14 – 1/31/15

Phase One = 2/1/15 – 4/19/15Phase Two = 4/20/15 – 7/6/15


Personalization ImpactEngagement Metrics

INSIGHTS Bounce rate is down for all

audiences Bounce rate is down significantly

for Prospects and Customers Everyone is spending more time

on the site and looking at more pages

Content and design are more engaging and are resonating well with our target audiences

Period* Bounce RateAvg.

Session Duration

Pages / Session

BASELINE 32.87% 00:01:24 2.50(non-watchlist visitor) 32.66% 00:01:23 2.51

Prospects 42.78% 00:02:03 2.49Customers 42.31% 00:02:08 2.18

PHASE ONE 27.84% 00:02:36 4.96

% Change -15.3% 86% 98.4%(non-watchlist visitor) 28% 00:02:36 4.94

% Change -15% 88% 97%

Prospects 29% 00:02:46 5.20% Change -32% 35% 109%

Customers 30% 00:02:32 4.41% Change -29% 19% 102% *Baseline = 11/15/14 – 1/31/15

Phase One = 2/1/15 – 4/19/15


Personalization ImpactConversion Metrics

INSIGHTS Conversion rates and

completions have increased dramatically

Contact Us is no longer a primary CTA, so worse performance is expected

Personalization has the right impact!

Period* Download Rate

Downloads

Contact Us Rate

Contact Us

Demo Request

RateDemo

Request

BASELINE 0.25% 69 0.25% 69 0.11% 29(non-watchlist visitor) 0.25% 67 0.25% 67 0.11% 29

Prospects 0.34% 3 0.46% 4 0.11% 1

Customers 0.33% 2 0.33% 2 0.00% 0

PHASE ONE 0.30% 69 0.16% 37 0.40% 92

% Change 20% 0.00% -36% -46% 264% 217%(non-watchlist visitor) 0.29% 63 0.15% 33 0.42% 90

% Change 16% -6% -40% -51% 282% 210%

Prospects 0.42% 6 0.28% 4 0.14% 2% Change 24% 100% -39% 0% 27% 100%

Customers 0.08% 1 0.17% 2 0.25% 3% Change -76% -50% -48% 0% 0.00% 0%

*Baseline = 11/15/14 – 1/31/15Phase One = 2/1/15 – 4/19/15


Overall Results


63

Funnel Metrics

MQL SAL PIPELINE CLOSE

82%

49%

24%


64

Funnel Metrics


82%

49%

24%

96%

64%

42%


65

Funnel Metrics


82%

49%

24%

96%

64%

42%

17%

51%

75%


66

DB3k vs Non DB3k Accounts

Sales Team Close Rate ACV Funnel Velocity

Enterprise 3.8x +35% +2%

Mid Market 2.6x +40% -20%

Advertising 1.6x +31% +65%

Are You Ready For ABM?Evaluating What It Takes To Deliver Great Results

SiriusPerspective:


What It Takes To Get Started The Right WayABM doesn’t work if it’s someone’s part-time project; Assign one

of your best marketers and start with a focused pilot, then build from there.

Three Must-Haves To Start ABM Right1. A Leader

Make ABM someone’s full

responsibility, not a part-time project,

and provide resources to make

it work

2. Clear GoalsDefine SMART

objectives upfront (specific,

measurable, achievable,

relevant and time-bound)

3. Sales SupportChoose to work

with sales leaders and reps who are

open to marketing’s help

and to collaboration

Questions?

Thank You

19-20 OctoberWestminster Park Plaza London

2015 Summit EuropeOutperform: Strategies for Intelligent Growth in EMEA

- 6th Annual Summit- 500+ B2B Marketing, Product and Sales

leaders- 2nd Executive Leadership Exchange - Check the agenda on

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Feel Free to Contact UsContact SiriusDecisions at:

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Phone: 00 + 1 + (203) 665-4000

Web: http://www.siriusdecisions.com

account-based marketing: lessons in scalability & impact from 2 client journeys

Data & Analytics