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TopTransformationalTrendsIn2017

&HowToPlanForThem

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#SPS16DemandGenReport: @DG_Report

AndrewGaffney: @agaffneyCarolKrol: @carolkrol

BrianAnderson: @G3BrianKlaudia Tirico: @klaudiatirico

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AboutDemandGenReport• Trackingstrategies&solutionsinlead

generation&marketingtechsince2007• Dailynewsandanalysis,specialreports,

originalresearchandliveevents• Newsletterreaches40,000readers• Additionalresourcesat:

demandgenreport.com/resources

@DG_Reporthttp://linkd.in/DG_Specialists

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HowAreWeDoing?

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ParticipateToBetterYourOddsAttendforachancetowinprizes:• Shareonsocialusingthehashtag #SPS16• Referacolleaguetoattend• Submitquestions&answerpollsduring

thewebinar• Takeourpost-webinarsurvey• BONUS– Attendall#SPS16sessionslive

AmazonEcho

EventPasses

AmazonGiftCards

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FeaturedSpeakers

AndrewGaffneyEditorialDirector

CarolKrolEditor-in-chief

BrianAndersonNewsEditor

Klaudia TiricoFeaturesEditor

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Agenda1. PrioritiesForABMRollout&Success2. AdvancesInMeasurementAndReporting3. ExpansionOfAI&Predictive4. MappingContentToBuyers

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PrioritiesForABMRollout&Success• Account-basedmarketing(ABM)hasgainedsignificanttraction.• DemandGenReport’sABMBenchmarkSurveyReportfound:

ClosetohalfofmarketershaveanABMstrategyinplace.

33% indicatedtheyareplanningtoimplementABMwithinthenext18months.

20% saidtheyhadnostrategyorplanstoimplementABM.

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RoadblocksToABMSuccess

Don’tfeelwehaveenoughdatatodo

deeptargetingonspecificaccounts

NotclearhowtoexecuteanABMstrategy

Wedon’thavethestaffing

expertise/extraresources

Notsurewhataccountstotarget/howtostructureourtargetaccounts

Wedon’thavethebudget

Other Wedon’tseetheROI

Wecan’tgetbuy-infrom

salesoralignonapproach

Weprefertofocusontraditionaldemandgeneration

Wecan’tgetbuy-infromexecutiveleadership

19%

45%35%

19% 19% 19%13%

6% 6% 3%

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Must-HavesForABMSuccessPredictiveTools

Analytics&ReportingTools

CampaignExecution&Orchestration

Data&AugmentationTools

Insights&IntelligenceTools

Account-basedAdvertisingTools

15%

1%

1%

3%

7%

15%

30%

59%

61%

41%

51%

37%

19%

34%

31%

38%

24%

28%

36%

6%

7%

18%

18%

20%

Using,DeemedCritical

Using

PlanningToUse

NoPlanToUse

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CustomizingMessagingForABM

49%

75%

51%

30%

8%

Personalized/customforeachaccount

Targetedcontenttailoredtospecificindustry

Targetedcontenttailoredtospecificrole

Templatedversionsofgenericcontentwithcustomization

Genericcontentweuseforalloutreach

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UseCaseExamples:ABMInAction

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PrioritiesForABMRollout&SuccessLearnMore:• RefineyouABMefforts— BeyondTheHype:HowToCreateAnd

MeasureAnABMStrategy(Monday,Nov.14at3PMET)• Alignmarketing,salesandSDRs— PersonalizedProspecting&TheRise

ofOutboundSDRs:HowABMAndAlignmentWillBenefitFromCoordinatedPlaysIn2017(Wednesday,Nov.16at12PMET)

• 5stepstoplanninganABMstrategy— TheABMRoadmapFor2017:FiveStepsToActivateYourBestCustomerAccounts(Wednesday,Nov.16at3PMET)

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AdvancesInMeasurement&ReportingMetricsTheC-SuiteWantsToSee:• Campaign-specificresults(50%)• Marketing’scontributiontosales(49%)• Lead-to-funnelconversionrates(45%)

MarketingID,StateOfData-DrivenMarketingReport

However,60%ofmarketersarenotable— orunable— toprioritizerevenueastheirkeymetricofABMsuccess.

Bizible,ABMMetricsReport2016

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AdvancesInMeasurement&ReportingDemandGenPriorities

83%Focusingonleadqualityoverleadquantity

71%Improvingcampaignresults

61%Improvingabilitytomeasureandanalyzemarketingimpact

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AdvancesInMeasurement&Reporting“OrganizationsadoptingABMareshiftingconventionalmetricsfromMQLstomorerevenue-focusedgoals.”

64%Contributiontopipelinerevenue

53%Net-newaccountsengaged

41%Accountengagementscore

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AdvancesInMeasurement&ReportingLearnMore:• HowtoevaluateABMperformance— BeyondTheHype:HowTo

CreateAndMeasureAnABMStrategy(Monday,Nov.14at3PMET)• Howtoretaincustomersthroughanalysis—MaximizeCustomer

LifetimeValueIn2017ByLeveragingYour2016Wins(Tuesday,Nov.15at3PMET)

• Howtrackingmarketingperformanceenhancesgameplans— FromNapkinToBlueprint:MappingAMarketingPlanWithYourMetrics(Thursday,Nov.17at2PMET)

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ExpansionOfAIAndPredictive• EvolvingMachineLearningTechnologies– ImprovedSearch– PoweredRecommendationengines– Programmaticadvertising– Voicerecognitiontech(AmazonEcho,GoogleHome)

• AIintheCRM– Einstein• Predictive=AI

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ExpansionOfAIAndPredictiveHighlightsfromDGRDemandGenBenchmarkSurveyReport:• PredictivetoolsandABMcommandedlargerportionsofdemandgen

budgetsin2016.• Newquestionthisyear:34%ofmarketerssaidtheyplanto

incorporateABMintonurtureprograms.

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Account-BasedMarketing

MarketingAutomation

MultichannelLeadNurturing

Retargeting ContentPlanning/Syndication

SocialAnalytics PredictiveLeadScoring

ContentMeasurement

PredictiveAnalytics

DataEnrichment

37%42% 31% 39%34% 33% 31% 27% 24% 24%

TopStrategiesUsedToDriveLeads

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Predictive&AI:DataAccuracyIsKey54%ofmarketersimprovethedepthandaccuracyofourdatabase.

80%ofmarketershaven’tyetfiguredoutthekeytounlockingasoliddatabasestrategy.

56%indicatedthereisroomforsignificantimprovementintheirdatabasestrategy,

26%saidthereisroomforminorimprovement.

13%ofthosepolledindicatedtheirstrategyissolid

6%suggestedtheirstrategy—orlackthereof— isnotworkingatall

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AI&PredictiveEnhanceStrategy• PredictiveanalyticscanbecombinedwithleadnurturingandABM

• AIisdesignedtobeanevolutionofyourcurrentanalyticalcapabilities.

• PredictiveandAIcapabilitieswillonlyenhanceABMinitiativesastheycontinuetogrowanddevelop.

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ExpansionOfAIAndPredictive

LearnMore:• Predictive+account-basedmarketing—WhyABMAndPredictiveAre

B2BMarketing’s2017PowerCouple(Monday,Nov.14@2PMET)

• Predictive=AI— ArtificialIntelligenceIsHere– 4StoriesPersonas,ThatProveThePowerOfPredictive(Tuesday,Nov.15at2PMET)

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MappingContentToBuyersB2BBuyersToday:• 51% relymoreoncontentnowthaneverbefore;• 88%prefershortercontentformats;• 69%wantcontentthatspeaksdirectlytotheircompany;

*Morepeople— especiallyexecutives— areinvolvedinthebuyingprocessinthelastyear.

DemandGenReport2016B2BBuyer’sSurveyReport&ContentPreferencesSurveyReport

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MappingContentToBuyersHowAreBuyersResearchingAPotentialPurchase?

Relevantcontentthatspeaksdirectlytoyour

company

69%

Easyaccesstopricingandcompetitiveinformation

Vendor-focusedcontent(e.g.case

studies,productdatasheets)

Searchandnavigationtools

Easyaccesstocontent(nolongregistration

form)

Relevanceoftheirwebsiteinspeaking

directlytocompany/industry

Thoughtleadershipcontent(e.g.whitepapers,infographics)

66% 64% 63% 55%45% 38%

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MappingContentToBuyers78%ofB2Bbuyersusewebinarstomakedecisions.

82% 78% 73% 67% 66%

WhitePapers Webinars CaseStudies E-Books Infographics

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MappingContentToBuyersLearnMore:• Driveleadswithbuyerpersonasandcontentmaps— Personas,Journeys&Content

Maps– 3KeystoFillingYour2017PipelinewithQualityLeads(Tuesday,Nov.15at12PMET)

• Createmoreengagement-drivenwebinars— KeysToEngagement-BasedMarketing:HowToIntegrateWebinarsAndOptimizeContentDeliveryToDriveEachStageOfTheBuyingCycle(Thursday,Nov.17at3PMET)

• Revampyourcontentmessaging— IgnitetheSparkinBuyerRelationships:Best-in-ClassTacticsforAddingContexttoYourContentMessaging(Friday,Nov.18at12PMET)

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Resources

2016ABMBenchmarkSurveyReport

2016DemandGenerationBenchmarkReport

2016ContentPreferencesSurveyReport

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ThankYouForAttendingRegisterforsessionsnowthruNovember18th!

PleaseJoinOurFirstSessionTodayat12PMET/9AMPT

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MarketingPlanningMastery:4StrategiesFromTheBestMarketingOrganizations