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What marketing can learn from sales
 

What marketing can learn from sales

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  • Sales often sells to accounts, whilst Marketing sells to personas or individualsBeing Aligned on what accounts constitute your best chance of new revenue will align Sales & Marketing in a way that “more” and “better” leads cannotMost likely to sell to companies who look like the ones to whom you have already sold.These accounts should be described through a list of attributes
  • We know more now than ever before about our customers and prospects, we know how they act, what their on (and in some cases off) line behaviors are, we know who buys, we know how long it takes them, we know what combination of marketing activities lead most quickly to sales… we no longer need to spray and pray, we can use what we know to focus our efforts and yield better conversions by building powerful target account lists. That is what we are here to walk through today.
  • Sales often sells to accounts, whilst Marketing sells to personas or individualsBeing Aligned on what accounts constitute your best chance of new revenue will align Sales & Marketing in a way that “more” and “better” leads cannotMost likely to sell to companies who look like the ones to whom you have already sold.These accounts should be described through a list of attributes

What marketing can learn from sales What marketing can learn from sales Presentation Transcript

  • The Account-Based Approach: What Marketing Can Learn From Sales January 30, 2013
  • Speakers Amy Holtzman Senior Marketing Manager, Demandbase Jason Stewart Director of Marketing, Demandbase #accountbased | @jstewart_1 | @aholtzmanConfidential | © Demandbase 2012 All rights reserved. Slide 2 © Demandbase 2013 All rights reserved.
  • Agenda  What is Account-Based Marketing  How Salespeople Prospect  How Marketers Program  Account-Based Programs  ABM In Practice  Q&A #accountbased | @jstewart_1 | @aholtzmanConfidential | © Demandbase 2012 All rights reserved. Slide 3 © Demandbase 2013 All rights reserved.
  • Account-Based Marketing  A B2B Marketing practice which focuses investment of resources on those accounts most likely to result in revenue. #accountbased | @jstewart_1 | @aholtzmanConfidential | © Demandbase 2012 All rights reserved. Slide 4 © Demandbase 2013 All rights reserved.
  • Account-Based Marketing: Why?  B2B Marketing has evolved – Better Data – Better Tools – Experience – Example – Insight  Lead Volume vs. Lead Quality #accountbased | @jstewart_1 | @aholtzmanConfidential | © Demandbase 2012 All rights reserved. Slide 5 © Demandbase 2013 All rights reserved.
  • Account-Level Engagement #accountbased | @jstewart_1 | @aholtzmanConfidential | © Demandbase 2012 All rights reserved. Slide 6 © Demandbase 2013 All rights reserved.
  • What’s In It For Me?  Natural alignment between Sales & Marketing  Delivery of the right message, at the right time, to the right accounts  Improved conversion rates  Increased revenue #accountbased | @jstewart_1 | @aholtzmanConfidential | © Demandbase 2012 All rights reserved. Slide 7 © Demandbase 2013 All rights reserved.
  • The Foundation  Sales & Marketing should develop a common definition of accounts most likely to yield revenue #accountbased | @jstewart_1 | @aholtzmanConfidential | © Demandbase 2012 All rights reserved. Slide 8 © Demandbase 2013 All rights reserved.
  • Future Customers Look Like Your Current Ones #accountbased | @jstewart_1 | @aholtzmanConfidential | © Demandbase 2012 All rights reserved. Slide 9 © Demandbase 2013 All rights reserved.
  • Handicapping the Race #accountbased | @jstewart_1 | @aholtzmanConfidential | © Demandbase 2012 All rights reserved. Slide 10 © Demandbase 2013 All rights reserved.
  • Handicapping the Race #accountbased | @jstewart_1 | @aholtzmanConfidential | © Demandbase 2012 All rights reserved. Slide 11 © Demandbase 2013 All rights reserved.
  • How Salespeople Prospect #accountbased | @jstewart_1 | @aholtzmanConfidential | © Demandbase 2012 All rights reserved. Slide 12 © Demandbase 2013 All rights reserved.
  • How Marketers Select Programs #accountbased | @jstewart_1 | @aholtzmanConfidential | © Demandbase 2012 All rights reserved. Slide 13 © Demandbase 2013 All rights reserved.
  • Account-Based Programs #accountbased | @jstewart_1 | @aholtzmanConfidential | © Demandbase 2012 All rights reserved. Slide 14 © Demandbase 2013 All rights reserved.
  • Putting it into Practice
  • Demandbase Inquiries Q411-Q312 #accountbased | @jstewart_1 | @aholtzmanConfidential | © Demandbase 2012 All rights reserved. Slide 16 © Demandbase 2013 All rights reserved.
  • Demandbase Inquiries, MQLs & SALS Q411-Q312 * #accountbased | @jstewart_1 | @aholtzmanConfidential | © Demandbase 2012 All rights reserved. Slide 17 © Demandbase 2013 All rights reserved.
  • Demandbase Inquiries, MQLs & SALS Q411-Q312 * #accountbased | @jstewart_1 | @aholtzmanConfidential | © Demandbase 2012 All rights reserved. Slide 18 © Demandbase 2013 All rights reserved.
  • Won Opportunity Webinars 12% Events 25% Our Website Forms & Nurturing Programs 63% #accountbased | @jstewart_1 | @aholtzmanConfidential | © Demandbase 2012 All rights reserved. Slide 19 © Demandbase 2013 All rights reserved.
  • Won Opportunities Webinars 12% So what’s going on with content syndication, virtual events & third party emails? Events 25% Our Website Forms & Nurturing Programs 63% #accountbased | @jstewart_1 | @aholtzmanConfidential | © Demandbase 2012 All rights reserved. Slide 20 © Demandbase 2013 All rights reserved.
  • Influence on Won Opportunity Third Party Emails 1% When we look at how INFLUENTIAL these tactics have been, we realize they Our Website touch a SIGNIFICANT Forms & amount of revenue we’ve Nurturing won, especially content Programs 14% syndication. Webinars 34% Events 24% Content Virtual Events Syndication 17% 10% #accountbased | @jstewart_1 | @aholtzmanConfidential | © Demandbase 2012 All rights reserved. Slide 21 © Demandbase 2013 All rights reserved.
  • So what now? #accountbased | @jstewart_1 | @aholtzmanConfidential | © Demandbase 2012 All rights reserved. Slide 22 © Demandbase 2013 All rights reserved.
  • Account-based marketing? #accountbased | @jstewart_1 | @aholtzmanConfidential | © Demandbase 2012 All rights reserved. Slide 23 © Demandbase 2013 All rights reserved.
  • Aligning our demand gen to the target-account list  For Q113 we’ve changed our content syndication vendors to those that will generate leads only from our target-account list – Pilots with 3 vendors  1-month trail campaigns with each vendor to test lead quality and gauge lead quantity and pacing  Filters applied for test period – Marketing titles only – Managers & above – North America only – From our target-account list #accountbased | @jstewart_1 | @aholtzmanConfidential | © Demandbase 2012 All rights reserved. Slide 24 © Demandbase 2013 All rights reserved.
  • These conversations with vendors are NOT easy “We could never do a guaranteed CPL program with named accounts. We would lose too many in the process and the CPL would be ridiculous.” “Can I ask why you don’t care about any other companies? It seems kind of like you’re putting all your eggs in one basket with this list.” “I doubt there’s anyone out there who will be able to do a program with the parameters you’re seeking to an efficient level.” #accountbased | @jstewart_1 | @aholtzmanConfidential | © Demandbase 2012 All rights reserved. Slide 25 © Demandbase 2013 All rights reserved.
  • Test Company One  Generates leads via their online content directory and through telemarketing  Because of the target-account list filter, Company One determined telemarketing would be the best approach  How it works: – Publication rep calls target company contact – Asks if they’re interested in receiving a Demandbase white paper – If contacts says “yes,” rep confirms contact information – Once contact information is confirmed, rep sends Demandbase white paper to contact – this is when the contact is considered a lead for us  Benefits: – Accurate contact data – Contact on the phone within the past week #accountbased | @jstewart_1 | @aholtzmanConfidential | © Demandbase 2012 All rights reserved. Slide 26 © Demandbase 2013 All rights reserved.
  • Test Company One Early Wins  92 leads generated in the first 3 days of the campaign – all from out target company list, all meeting our criteria  74 of these leads were NET NEW leads for us – that’s 74 NEW contacts from our target list in 3 days!  Within 24 hours of the leads posting to Salesforce.com, one of our SDRs had a SAL/meeting set with a target company for a large advertising opportunity  4 MQLs  3 SALs in first week! #accountbased | @jstewart_1 | @aholtzmanConfidential | © Demandbase 2012 All rights reserved. Slide 27 © Demandbase 2013 All rights reserved.
  • Next Steps  Fine-tune Company One campaign and other syndication campaigns  Re-evaluate these vendors in early February – Renew two working programs – Cancel program that isn’t working – Test additional vendors  Incorporate account-based approach into more of our marketing mix, wherever appropriate #accountbased | @jstewart_1 | @aholtzmanConfidential | © Demandbase 2012 All rights reserved. Slide 28 © Demandbase 2013 All rights reserved.
  • And then we celebrate! #accountbased | @jstewart_1 | @aholtzmanConfidential | © Demandbase 2012 All rights reserved. Slide 29 © Demandbase 2013 All rights reserved.
  • Our Approach & Key Learnings Account-based marketing = targeting companies most likely to buy • Better identify our audience, segment and categorize their needs • Target the companies that matter to us • Move our target accounts through the buying process, from advertising to website to closed opportunity #accountbased | @jstewart_1 | @aholtzmanConfidential | © Demandbase 2012 All rights reserved. Slide 30 © Demandbase 2013 All rights reserved.
  • Visitor Identification #accountbased | @jstewart_1 | @aholtzmanConfidential | © Demandbase 2012 All rights reserved. Slide 31 © Demandbase 2013 All rights reserved.
  • About Demandbase #accountbased | @jstewart_1 | @aholtzmanConfidential | © Demandbase 2012 All rights reserved. Slide 32 © Demandbase 2013 All rights reserved.
  • Questions #accountbased | @jstewart_1 | @aholtzmanConfidential | © Demandbase 2012 All rights reserved. Slide 33 © Demandbase 2013 All rights reserved.