how to create and measure an account-based marketing strategy

HOW TO CREATE AND MEASURE AN ABM STRATEGY

Nani JansenDirector of Product Marketing, Demandbase

© 2016 DEMANDBASE｜SLIDE 2

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?


DEMAND GEN EVOLUTION

THEN NOW

VOLUME QUALITY BUSINESS METRICS

low conversion quality data high conversionIncomplete data

VANITY METRICS


CHALLENGES

POOR TRANSLATION marketing investment not tied to revenue1

2 LOSING LEADS Sales won’t follow up on poor leads

x

x

CHALLENGES


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


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%


THE 1-10-100 RULE

COSTS TO THE COMPANY…

To Prevent

To Correct

To Do Nothing


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


§ 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


This isn’t one-size fits all.

SET DATABASE BENCHMARKS


The size of the account might lead to different goals

SET SPECIFIC GOALS


§ 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


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


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


HOW TO DETERMINE GOALS

MARKETING FINANCESALES

Align


BUSINESS OBJECTIVES

PIPELINE

Based on

INCENTIVIZE YOUR MARKETING TEAM


MEASURE

1

23

Select focus areas

Identify what is working

Set a baseline

HOW DO YOUSET YOURSELF UP FOR SUCCESS


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


SamPeterKatie

RoryJustin

by SDR

by AE

by CSM

PLANNING FOR SUCCESS

Target Account Distributions

HOW DO YOUMEASURE PERFORMANCE


ACCOUNT ANALYTICS

% target account COVERAGE

% target accounts TOUCHED

% target accounts ENGAGED

% target accounts IN SALES CYCLE


MEASURE PERFORMANCE

Understand how target accounts are performing relative to one another


MEASURE PERFORMANCE

View account activities in specific accounts


MEASURE PERFORMANCE

Compare target andnon-target cohorts


BUSINESSOUTCOMES

Close Rates

Average Deal Size

Funnel Velocity


ENABLE YOUR SALES TEAM

ADVOCACYRENEWALONBOARDING INFLUENCE

Lifetime Value

HOW DO YOUENABLE YOUR SALES TEAM


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