HOW TO CREATE AND MEASURE AN ABM STRATEGY
Nani JansenDirector of Product Marketing, Demandbase
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TODAY’S PRESENTER
NANI JANSENDirector, Product Marketing@nannekej
LIA HANSONDirector, Demand Gen@liasoon
AGENDA
How do you:§ Get your database ready for ABM?§ Create and track a target account list?§ Determine goals?§ Set yourself up for success?§ Measure performance?§ Enable your sales team?
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DEMAND GEN EVOLUTION
THEN NOW
VOLUME QUALITY BUSINESS METRICS
low conversion quality data high conversionIncomplete data
VANITY METRICS
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CHALLENGES
POOR TRANSLATION marketing investment not tied to revenue1
2 LOSING LEADS Sales won’t follow up on poor leads
x
x
CHALLENGES
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Collaboration vs. Conflict
Quality vs. Quantity
Efficiency vs. Wastefulness
Proactive vs. Reactive
Intelligence vs. Leads
You are on the right track when
SMARTER
INFRASTRUCTUREDATA INTEGRITY
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COST OF BAD DATA
Poor Customer Data Costs $611 Billion per year for U.S. Firms
of Average Database Contains Critical Errors
More Revenue can be Generated from Quality Data
UP TO
25%UP TO
70%
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THE 1-10-100 RULE
COSTS TO THE COMPANY…
To Prevent
To Correct
To Do Nothing
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Prioritize WHAT you need to do and WHERE your problems are
How many accounts/contacts do you have?
Is the relevant data structured and organized so that you can market them??
STATE OF THE DATABASE
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§ Identify the accounts in your CRM§ Validate relevant data (firmographics
contacts, etc.)§ Push data between CRM and MAS§ Create flexibility: system for adding and
removing target accounts
The tactical step after building your list is to identify it in CRM
TIPS FOR YOUR TARGET ACCOUNT LIST
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This isn’t one-size fits all.
SET DATABASE BENCHMARKS
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The size of the account might lead to different goals
SET SPECIFIC GOALS
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§ Low hanging fruit to make conversion easier.
§ Useful for segmentation, lead scoring, lead routing and sales enablement.
ABM & Forms
STANDARDIZING DATA
HOW DO YOUCREATE A TARGET ACCOUNT LIST
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Secure agreement from ABM
Leadership Team
Verify and iterate with field sales
Update at regular
intervalsBuild an initial list
4321It’s A Collaborative Process
CREATE A TARGET ACCOUNT LIST
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CheckboxesIdentify your account in SFDC to report and prioritize
Opportunity InfluenceThink about the full buyer experience to go beyond the first/last touch
HOW DO YOU TRACK IT
HOW DO YOUDETERMINE GOALS
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HOW TO DETERMINE GOALS
MARKETING FINANCESALES
Align
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BUSINESS OBJECTIVES
PIPELINE
Based on
INCENTIVIZE YOUR MARKETING TEAM
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MEASURE
1
23
Select focus areas
Identify what is working
Set a baseline
HOW DO YOUSET YOURSELF UP FOR SUCCESS
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Is it the right target account list?
What percentage of pipeline is on your target account list?
Why is xx% coming from outside of your target account? Do you need an audit?
PLANNING FOR SUCCESS
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SamPeterKatie
RoryJustin
by SDR
by AE
by CSM
PLANNING FOR SUCCESS
Target Account Distributions
HOW DO YOUMEASURE PERFORMANCE
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ACCOUNT ANALYTICS
% target account COVERAGE
% target accounts TOUCHED
% target accounts ENGAGED
% target accounts IN SALES CYCLE
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MEASURE PERFORMANCE
Understand how target accounts are performing relative to one another
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MEASURE PERFORMANCE
View account activities in specific accounts
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MEASURE PERFORMANCE
Compare target andnon-target cohorts
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BUSINESSOUTCOMES
Close Rates
Average Deal Size
Funnel Velocity
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ENABLE YOUR SALES TEAM
ADVOCACYRENEWALONBOARDING INFLUENCE
Lifetime Value
HOW DO YOUENABLE YOUR SALES TEAM
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ENABLE YOUR SALES TEAM
Look at the breakdown of teams• Who are you feeding?• What is the distribution?
How can you enable who you are feeding?• Reports, follow-up assets, email templates
How do you incorporate sales?• Feedback on quality of programs and accounts
KEY TAKE AWAYS
• Determine and align goals with Sales
• Collaborate on target account list
• Track your list• Measure success against goals• Enable Sales with the right
resources
Q&A