Presented on Nov 19, 2015 John Dering, Director of Marketing Programs at Demandbase discusses Account-Based Marketing and how it delivers growth for B2B companies through a targeted focus that aligns the sales and marketing departments.

1. #LLCSeries
The
New
Normal:
Account-­‐Based
Selling
Meets
Account-­‐Based
Marke;ng
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3. #LLCSeries
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4. Panelists
John
Dering
Director,
Marke1ng
Programs
Demandbase
MODERATOR:
Andrew
Gaffney
Publisher,
Demand
Gen
Report
@D_Rang

5. The New Normal:
Account-Based Selling Meets
Account-Based Marketing
John Dering
Director, Marketing Programs
Demandbase
@D_Rang

6. Question 1
What part of the
organization are you in?

7. GOOD NEWS
Marketers can measure everything

8. BAD NEWS
We’re measuring the wrong things

9. What we like to
Measure
Click Through Rates
Impressions/CPMs
Web Traffic
Unique Visitors
Conversions
Inquiries
MQLs

10. Evolution of B2B Marketing
1995 2000 2005 2010
Drive Traffic
Going digital:
Website and ads
Funnel
Optimization

11. 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

12. What we like to
Measure
Click Through Rates
Impressions/CPMs
Web Traffic
Unique Visitors
Conversions
Inquiries
MQLs

13. How we should
Measure
our performance
Opportunities
Pipeline
Close Rates
ACV
Funnel Velocity
Target Account Activity
Lift
Retention And Upsell

14. Measure everything
But set goals on
business impact

15. We focus on quantity
instead of quality

17. Question 2
What is your awareness of
Account-Based Marketing?

18. ©2015 Copyright Demandbase, Inc.
Demandbase Confidential.
18
Account-Based Marketing
Identify the
companies most
likely to buy, and
then market to
them

19. Why Account-based
Marketing?
Focuses on
best
opportunities
Delivers
customer-centric
experience
Supports
Sales reality
Connects
Marketing
to revenue

20. 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

21. What drove the change?
§ IP Targeting
§ Account-based, real time bidders
§ Real time customization
§ More bandwidth/faster speeds
§ DMPs
§ Frustrated B2B Marketers

22. 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%

23. 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

24. 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

25. Getting
Started
with ABM

26. Getting Started with ABM
Align sales
and marketing
Identify
target accounts
Develop ABM
Marketing Plan
Measure

27. 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

28. Question 3
How aligned are your sales
& marketing organizations?

29. Identify Target Accounts
Prospects
Customers
Partners

30. Prospects
Prospects
Customers
Partners

31. Prospects
Pharma
Manufacturing
FSI

32. Prospects
Named
Key Verticals
Strategic

33. Prospects
Northeast
South
Midwest
West

34. Prospects
Early Stage
Pipeline
Closed/Lost
Late Stage
Pipeline

35. Prospects
Enterprise
Mid Market
SMB

36. Customers
Prospects
Customers
Partners

37. Customers
Prospects
Customers
Partners

38. Customers
Upsell
Churned
Retention

39. Customers
Product 1
Product 2
Product 3

40. 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

41. 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

42. 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

43. 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

44. 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

45. Industry Type
YOY Pipeline Opps
Financial: +90%
Technology: +150%
Business Services: +200%
Medical: +250%
Financial
Business
ServicesMedical
Technology

46. Demandbase Funnel Metrics
MQL SAL PIPELINE CLOSE
82%
49%
24%
96%
64%
42%
ñ17%
ñ51%
ñ75%

47. Demandbase Business Metrics
Sales Team Close Rate ACV Funnel Velocity
Enterprise +285% +35% +2%
Mid Market +166% +40% -20%
Advertising +57% +31% +65%

48. Thank you!
John Dering
Director, Marketing Programs
Demandbase
@D_Rang