Presentation shared at Marketing Innovation Summit for B2B.

1. ACCOUNT-BASED MARKETING
IN ACTION
MARKETING
INNOVATION
SUMMIT
FOR B2B
presented by
#B2BSummit | @Demandbase
April 29-30, 2015 | AT&T Park, San Francisco, CA

2. © 2015 Copyright Demandbase, Inc.
Demandbase Confidential.
2
Account-Based Marketing To-Do’s
ü Introduction to ABM
ü Create a Segmentation Plan
ü Build Analytics Skills
ü Learn Advertising, Personalization & Landing Page
Best Practices
ü Setup Tests and Experiments
q Find out how the best B2B companies are doing it

3. © 2015 Copyright Demandbase, Inc.
Demandbase Confidential.
3
Keep in mind…
§ Different journeys
§ Crawl-Walk-Run
§ Data-Driven
§ Segmentation
§ Account lists

4. MARKETING
INNOVATION
SUMMIT
FOR B2B
presented by
INFOBLOX
April 29-30, 2015 | AT&T Park, San Francisco, CA
ABM IN ACTION

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Demandbase Confidential.
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Infoblox – Controlling the network
CHALLENGES:
§ Measure performance
§ Marketing & Sales
alignment
§ Attract and engage
key accounts

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State of ABM at Infoblox
§ Defined Target Account list
§ Documented reporting
process
§ Launched Account-Based
Advertising

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Demandbase Confidential.
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Using Analytics to Drive Insights
§ Custom reports on
engagement from
key segments and
target accounts
§ Insight into
opportunities for more
targeted attraction,
engagement, and
conversion

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Demandbase Confidential.
8
ABM Results – Account-Based Advertising
RESULTS
56%
ACCOUNT LIFT
(AVG. = 25-30%)
82%
NET NEW
COMPANIES
(62% came from
Demandbase Ads)
392%
INCREASED
PAGEVIEWS

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Demandbase Confidential.
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What’s next?
1. Double down on Advertising!
900 target accounts, “always on”
2. Enhancing CRM
Demandbase Sales Accelerator
3. Expand on website
optimization and ABM
strategies with continuous
insights to leadership

10. MARKETING
INNOVATION
SUMMIT
FOR B2B
presented by
DELL
ABM IN ACTION

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Demandbase Confidential.
11
Dell – Customization for B2B
CHALLENGES:
§ Filter and capitalize on
homepage traffic from
B2B companies
§ Engage B2B traffic with
relevant, personalized
experience

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Demandbase Confidential.
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The Pilot – A/B Test with Adobe Target

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13
The Result

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Demandbase Confidential.
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The future is bright with ABM
1. Additional tests deeper in the site:
20% lift in content engagement
2. Track B2B visitors in analytics and
define buying activity
3. Account-Based Advertising:
Drive the right traffic to the site
4. Short forms (w/ hidden company
data) to increase conversions

15. MARKETING
INNOVATION
SUMMIT
FOR B2B
presented by
SURESCRIPTS
ABM IN ACTION

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Surescripts - Targeted Awareness
CHALLENGES:
§ Increase awareness
§ Relevant messages to
sub-industries
§ Generate demand with
net new companies

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Demandbase Confidential.
17
Using Analytics to Drive Insights
4%
14%
13%
12%
4%
3%4%
9%
2%
4%
6%
5%
20%
Unknown
$1 - $1M
$1M - $5M
$5M - $10M
$10M - $25M
$25M - $50M
$50M - $100M
$100M - $250M
$250M - $500M
$500M - $1B
$1B - $2.5B
$2.5B - $5B
Over $5B
3%
34%
24%
39%
Unknown
1-99 Emp
100-999 Emp
1000+ Emp
COMPANY TRAFFIC BY ANNUAL REVENUE COMPANY TRAFFIC BY # OF EMPLOYEES

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Demandbase Confidential.
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ABM Advertising at Surescripts
Target Account List:
§ 336 companies
§ Hospitals, Pharmacies, EHR
Advertising Objectives:
§ Surescripts awareness
§ Hospitals - Immunization services
DISPLAY BANNER AD CAMPAIGN LANDING PAGE
PRODUCT PAGE
Retargeting

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Demandbase Confidential.
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Results – Account-Based Advertising
§ Attracted 165 new Companies
§ Increased page views for
Immunization targets by 35%
§ Increase page views for branding
targets by 124%
§ Increased awareness by
approximately 30%

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Demandbase Confidential.
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What’s next?
§ Increase volume of
target companies for
Account-Based Advertising
§ Personalization on tap
§ Align ABM action plan with
strategic marketing initiatives

21. MARKETING
INNOVATION
SUMMIT
FOR B2B
presented by
RGIS
ABM IN ACTION

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Demandbase Confidential.
22
RGIS – Doing more with less
CHALLENGES:
§ Limited Marketing budget
§ Increase awareness
beyond retail
§ Static/limited website
experience
§ Lack of digital experience

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State of ABM – Evolving Strategy
§ Account lists created for
high-value industry
segments
§ Sales Enablement
§ Beginning ABM Analytics
consulting engagement
Crawl Walk Run

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Demandbase Confidential.
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Using Analytics to Drive Insights
§ Custom reports on
engagement from
key segments and target
accounts
§ Insight into opportunities
for more targeted
attraction, engagement,
and conversion

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Demandbase Confidential.
25
Customer-Centric Website Redesign and Forms
2

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ABM Strategy in action
TARGET INDUSTRY: Utilities
§ E-mail campaign to 12,761 contacts
§ Initial result: 2 form submits
ABM HIDDEN INSIGHT:
§ 47 identified Utility Companies visited
RGIS.com but have yet raise their hand
(fill out a form)
§ Awareness in the Energy & Utilities sector
increased 235% and website traffic
increased 467% following e-mail campaign
2

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Demandbase Confidential.
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What’s next?
§ Deeper dive into analytics
(with ABM expert consulting)
§ Optimize new website, focused on personalized,
customer-centric experience
§ Connect marketing with sales
SFDC opportunity data in Performance Manager
to help uncover “hidden opportunities”
§ Exploring Targeted Advertising to specific companies

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THANK YOU!