#SPS2015

The New Normal: Account-Based Selling Meets

Account-Based Marketing

SPONSORED BY:

#SPS2015

Follow This Webinar on LinkedIn & Twitter

#SPS2015

Demand Gen Report: @DG_Report

Andrew Gaffney: @agaffney

Demandbase: @Demandbase

John Dering: @D_Rang

#SPS2015

Register & Attend To Win An Apple Watch

• Earn 1 Automatic Entry When You Register

And Second Entry When You Attend Live

• Register & Tune-In To All #SPS2015 Live Sessions For The Best Chance To Win

Register For & Attend #SPS2015 Webinars For More Chances To Win An Apple Watch

#SPS2015

About Demand Gen Report • Tracking best practices in lead

generation since 2007

• Newsletter has grown to more than 30,000 readers

• Offering a menu of research and best practices reports

• New audio/video podcasts at DemandGenReport.com

@DG_Report http://linkd.in/DG_Specialists

#SPS2015

Questions, Tweets & Resources

Submit your questions here

Download today’s resources

Join the conversation #SPS2015

#SPS2015

Panelists

John Dering

Director, Marketing Programs

Demandbase

@D_Rang

MODERATOR: Andrew Gaffney Editor, Demand Gen Report

The New Normal: Account-Based Selling Meets Account-Based Marketing

John Dering Director, Marketing Programs Demandbase @D_Rang

Question 1

What part of the

organization are you in?

GOOD NEWS Marketers can measure everything

BAD NEWS We’re measuring the wrong things

What we like to

Measure

Click Through Rates

Impressions/CPMs

Web Traffic

Unique Visitors

Conversions

Inquiries

MQLs

Evolution of B2B Marketing

1995 2000 2005 2010

Drive Traffic Going digital:

Website and ads

Funnel

Optimization

Why are we

focused on

THESE

METRICS?

Because…

• They are easy

• it’s what we know

• we can control them

• we confuse

measurement for goals

What we like to

Measure

Click Through Rates

Impressions/CPMs

Web Traffic

Unique Visitors

Conversions

Inquiries

MQLs

How we should

Measure our performance

Opportunities

Pipeline

Close Rates

ACV

Funnel Velocity

Target Account Activity

Lift

Retention And Upsell

Measure everything But set goals on

business impact

We focus on quantity

instead of quality

Question 2

What is your awareness of

Account-Based Marketing?

©2015 Copyright Demandbase, Inc.

Demandbase Confidential. 20

Account-Based Marketing

Identify the

companies most

likely to buy, and

then market to

them

Why Account-based

Marketing?

Focuses on

best

opportunities Delivers

customer-centric

experience

Supports

Sales reality

Connects

Marketing

to revenue

Evolution of Account-Based Marketing

1995- 2005 2005-2012 2012>>>

• Limited in scale

(25-50 accounts)

• Field Mktg centric

• Analog in approach

• Improved scale

• Email centric

• Industry focused

• Post hand raise

• Reactive

• Fully scalable

(5000+ accounts)

• Full funnel

• Multiple targeting

options

• Pre hand raise

• Proactive

What drove the change?

IP Targeting

Account-based, real time bidders

Real time customization

More bandwidth/faster speeds

DMPs

Frustrated B2B Marketers

More

marketers are

AWARE of ABM

of B2B companies are

aware of ABM.

75%

of marketers say that

ABM delivers higher

ROI than any other

marketing approach.

84%

of B2B companies

employing ABM plan to

increase their ABM efforts

over the next 12 months.

72%

of B2B companies

employing ABM plan to

invest more in technology

over the next 12 months.

61%

More

marketers are

USING ABM

of B2B marketers

employing ABM

stated they are

aligned with sales.

91%

of B2B companies said

Account-Based

Marketing has an impact

on marketing’s success.

96%

More

marketers are

having

SUCCESS with ABM

Getting

Started

with ABM

Getting Started with ABM

Align sales

and marketing Identify

target accounts

Develop ABM

Marketing Plan

Measure

Align

Sales and

Marketing

Philosophical Alignment

Shared belief in an

account-based approach

Commitment to collaboration

Operational Alignment

Target account list selection

Metrics and goals

Planning and cadence execution

Question 3

How aligned are your sales

& marketing organizations?

Identify Target Accounts

Prospects

Customers

Partners

Prospects

Prospects

Customers

Partners

Prospects

Pharma

Manufacturing

FSI

Prospects

Named

Key Verticals

Strategic

Prospects

Northeast

South Midwest

West

Prospects

Early Stage Pipeline

Closed/Lost

Late Stage Pipeline

Prospects

Enterprise

Mid Market

SMB

Customers

Prospects

Customers

Partners

Customers

Prospects

Customers

Partners

Customers

Upsell

Churned

Retention

Customers

Product 1

Product 2

Product 3

Develop ABM Marketing Plan

Awareness

• Account-based advertising

• Syndicated content

• Events/Tradeshows

Engagement

• Website personalization

• Webinars

• Social

• Case studies

Conversion

• Forms/Chat/Sales Accelerator

• Field Events

• Contact Me

Analog and Digital

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

-12 -11 -10 -9 -8 -7 -6 -5 -4 -3 -2 -1 0

Months Before MQL

Field Marketing

Contact Me / Demo Request

Webform

Webinar

Event

Marketing Impact- Pre MQL

Measurement

Measure across the funnel

Connect everything to revenue

Measure everything, but set

goals on business drivers

Course correct your plans and

spend based on results

Prospects

Customers

Pipeline

Transpor’tion

Food & Bev

Entert’ment

Account Type

Industry

Full Funnel approach:

Attract: Account-based advertising

Engage: Website personalization

Convert: Forms

Measure: Website analytics

Results

74% YOY Increase in marketing

generated pipeline opportunities

Target Accounts

200 accounts across industries, including automotive,

consumer electronics, medical and manufacturing.

Full Funnel approach:

Attract: Account-based advertising

Engage: Website personalization

Convert: Forms

Measure: Website analytics

Results

156% increase in opps for automotive

54% increase in opps for CE

Industry Type

Consumer Electronics

MFG

Medical

Automotive

Industry Type

YOY Pipeline Opps

Financial: +90%

Technology: +150%

Business Services: +200%

Medical: +250%

Financial

Business Services Medical

Technology

Demandbase Funnel Metrics

MQL SAL PIPELINE CLOSE

82%

49%

24%

96%

64%

42%

17%

51%

75%

Demandbase Business Metrics

Sales Team Close Rate ACV Funnel Velocity

Enterprise +285% +35% +2%

Mid Market +166% +40% -20%

Advertising +57% +31% +65%

Thank you!

John Dering Director, Marketing Programs Demandbase @D_Rang

#SPS2015

Q&A \\ Panelists

John Dering

Director, Marketing Programs

Demandbase

@D_Rang

MODERATOR: Andrew Gaffney Editor, Demand Gen Report

#SPS2015

Thank You For Attending Register for more sessions now thru November 20th!

Please Join Our Next Session Tomorrow at 12PM ET / 9AM PT

www3.demandgenreport.com/sps15

Dana Harder & Matt McKenzie Content4Demand