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1425 1455 Peter Isaacson Demandbase

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The new normal: Account-based selling meets account-based marketing

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1425 1455 Peter Isaacson Demandbase

  1. 1. The New Normal: Account Based Selling meets Account Based Marketing Peter Isaacson CMO, Demandbase
  2. 2. The sales and marketing divide MARKETING SALES Leads Personas Quantity Individuals Opportunities Buyers/Influencers Quality Accounts
  3. 3. Leads aren’t valued… of marketing generated leads are never followed up by sales. 50% - Miller Pierce, 2014 VOC Study
  4. 4. Account-Based Marketing Identify the companies most likely to buy, and then market to them
  5. 5. Account-Based Marketing Identify the companies most likely to buy, and then market to them
  6. 6. Why Account-based Marketing? Focuses on best opportunities Delivers customer- centric experience Supports Sales reality Connects Marketing to revenue
  7. 7. 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
  8. 8. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 9 ABM ABM at Scale Traditional Demand Gen Tiers of Account-Based Marketing 25- 50 accounts  Intensive research  Account-specific insights and messaging  High touch, bespoke marketing programs 5000+ accounts  Broad lead gen  Focus on volume and qualification  Minimal personalization
  9. 9. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 10 ABM ABM at Scale Traditional Demand Gen Tiers of Account-Based Marketing 25- 50 accounts  Intensive research  Account-specific insights and messaging  High touch, bespoke marketing programs 50- 5000 accounts  Accounts grouped into buckets (industry, size, attributes, lifecyle stage, etc…  Personalization scaled through technology 5000+ accounts  Broad lead gen  Focus on volume and qualification  Minimal personalization
  10. 10. What drove the change?  IP Targeting  Account-based, real time bidders  Real time customization  More bandwidth/faster speeds  DMPs  Frustrated B2B Marketers
  11. 11. Getting Started with ABM Align sales and marketing Identify target accounts Develop ABM Marketing Plan Measure
  12. 12. Align Sales and Marketing Philosophical Alignment  Shared belief in an account-based approach  Commitment to collaboration Operational Alignment  Target account list selection  Planning and execution cadence Metrics/Goals Alignment  Shared across teams  Connected to business impact
  13. 13. Segmenting Your Target Account List Segments you select must have discrete business objectives that marketing can build programs to support Healthcare FinServ Manufacturing Technology Competitor B Competitor D Competitor C Competitor A Funnel Stage Industry Competitive Displacement ColdLate Stage MQL/SAL In Pipe
  14. 14. The ABM Marketing Mix Events What percentage of attendees are on my target account list? Fewer Events, Greater Investment Digital Campaigns How do I provide a consistent, relevant experience? Optimize for the 15% Customer Marketing How can I support our customer success team and our AEs? Selling to and with our Customers Field Campaigns Which regions have the greatest concentration of target accounts? Set the strategy, don’t chase requests Target Account List
  15. 15. Close Rates ACV Funnel Velocity Impressions/CPMs Click-through Rates Web Traffic Unique Visitors Net New Names Inquiries MQLs Target Account Activity Opportunities Pipeline Closed Revenue Available to Close Measuring Success Campaign Metrics Business Outcomes
  16. 16. TARGET ACCOUNTS Positioning/Attribute Targeting ► technology footprint ► competitive displacement ► regulatory issues Company Size or Industry Targeting ► mid market vs. enterprise ► FSI vs manufacturing vs. healthcare Sales Cycle Targeting ► prospect vs. customer ► pre-sales engagement vs. pipeline push ABM MATURITY MODEL TIER1TIER2TIER3 MEASUREMENT Business Outcomes ► ACV ► close rate ► retention/upsell Campaign Performance ► CTRs ► Conversions ► inquiries ► MQLs Revenue Performance ► lift ► pipeline ► funnel velocity MARKETING PROGRAMS Analog and Digital Full Funnel ► ads, website, MAS/CRM ► corporate events ► field activities Bottom of the Funnel/ Lead Generation ► data append ► forms autofill Full Funnel Digital ► ads/attraction ► website engagement ► MAS/CRM TIER1TIER2TIER3 TIER1TIER2TIER3 TIER1TIER2TIER3 SALES & MARKETING ALIGNMENT Metrics and Goals Alignment ► shared across teams ► connected to business impact Operational Alignment ► target account selection ► planning and execution cadence Philosophical Alignment ► shared belief in an account- based approach ► commitment to collaboration
  17. 17. Demandbase Funnel Metrics MQL SAL PIPELINE CLOSE 82% 49% 24% 96% 64% 42% 17% 51% 75%
  18. 18. Demandbase Business Metrics Sales Team Close Rate ACV Funnel Velocity Enterprise +285% +35% +2% Mid Market +166% +40% -20% Advertising +57% +31% +65%
  19. 19. Defining Targets Customers Prospects Partners Upsell Renewal Awareness Trial Re- Engage Competitive Purchase Acquire Inform CoSell
  20. 20. Click Through Rates Impressions/CPMs Web Traffic Unique Visitors Conversions Inquiries MQLs Measuring Success Opportunities Pipeline Close Rates ACV Funnel Velocity Target Account Activity Lift Retention And Upsell VS Campaign Performance Business Impact

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