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Driving Results Across the Funnel with ABM

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Featuring Rachel Balik, Zineb Harvey and Leah Allen
Account-Based Marketing Strategist, Demandbase

Unlike the traditional approach of mass marketing, ABM enables B2B marketers to focus their efforts on high-value accounts, leading to more, higher quality leads and a more measurable impact on pipeline opportunities. If you’re ready to rethink digital marketing with an ABM focus, this full-funnel workshop will cover the specific ways that ABM can be applied in order to optimize the value of your website and analytics. In this session, you’ll learn how to:
- Measure the success of your current programs with an ABM focus
- Tailor your content to address the pain points of target accounts
- Capture metrics for key segments
- Optimize and focus marketing activities across the funnel with ABM

Published in: Marketing
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Driving Results Across the Funnel with ABM

  1. 1. Account-Based Marketing: Driving Results Through the Funnel Rachel Balik | Product Marketing Leah Allen | Digital and Marketing Operations September 16, 2015
  2. 2. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 2 Agenda  Review of ABM fundamentals  Applying ABM in each section of the funnel  Demandbase on Demandbase case study
  3. 3. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 3 Account-Based Marketing Identify the companies most likely to buy, and then market to them
  4. 4. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 4 Account-Based Marketing Identify the companies most likely to buy, and then market to them
  5. 5. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 5 Why Account-Based Marketing? 4 • Ensures attention is given to top prospects/customers • Defines growth and timing based on account specifics Focuses on best opportunities • More efficient with a defined universe • Delivers on their target accounts Supports sales reality • Linked to greater customer satisfaction and retention • Customers experience less noise, respond at higher rates to more relevant outreach Delivers customer-centric experience
  6. 6. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 6 Focus on what matters: Accounts Identify the right accounts Market to those accounts Measure by accounts STEP 1 STEP 2 STEP 3
  7. 7. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 7 85% of website visitors are not potential customers 80% of web visitors abandon a site In < 5 seconds 97% of website visitors will ignore call to action Basic methods aren’t driving results
  8. 8. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 8 So what can you do about it?  Homepage carousel?  SEO/SEM?  Create More Content?  Un-gate content?  Promote on social?  Target personas?
  9. 9. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 9 Customers Prospects Partners Define Segments and Business Objectives Upsell Renewal Aware- ness Trial Purchase Re- Engage Competi- tive Acquire Inform CoSell
  10. 10. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 10 ABM Across The Funnel Measure (x2) AttractEngage Convert
  11. 11. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 11 What to Expect from ABM Across the Funnel  Better Engagement with Prospects  Faster conversions  More net-new revenue  Higher Value Customers  Better renewal rates  More upsells  True Business Partners  More Engaged
  12. 12. Measure
  13. 13. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 13 Changing the Metrics Conversation New Focus Quality vs Quantity Targeted Inquiries Goals are set and success is measured off interest generated only from the target account list MQLPipeline conversion While you’ll still measure raw MQLs, given the increased quality of leads, more should filter into pipeline. How is/can marketing help increase this? Close Rate Are you increasing the number of pipeline deals that are won? How is/can marketing contribute to this? ACV/Ave Deal Size Are the deals increasing in value with this new focus? How is/can marketing help increase this? Deal Velocity From Inquiry to Sales, how quickly are your deals closing? How is/can marketing help decrease this lifecycle?
  14. 14. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 14 COMPANY PROFILE • Geography • Industry/Vertical • Company Size (Revenue, Employees) • Technology Stack STANDARD • Demographics • Interests • Device • Behavior • Cookie Pools Measure the segments that matter for B2B NAMED ACCOUNTS • Relationship Type • Prospect • Customer • Partner • Competitor
  15. 15. Attract
  16. 16. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 16 Advertising for B2B is Different • It needs to be part of a B2B tech stack • We have greater accountability • We have more potential to drive results and prove success • Ads need to be part of seamless, lifecycle marketing experience
  17. 17. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 17 Focus advertising on targets that matter
  18. 18. Engage
  19. 19. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 19 Make the “zero click” website Right Message, Right Account, Right Time
  20. 20. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 20 Source: Demandbase Customer case studies Personalize to individual segments
  21. 21. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 21 OPTIONS: Industry/Vertical1 Source: Demandbase Customer case studies Personalize to individual segments
  22. 22. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 22 OPTIONS: Industry/Vertical1 Source: Demandbase Customer case studies Personalize to individual segments
  23. 23. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 23 OPTIONS: Industry/Vertical1 2 Company Size Source: Demandbase Customer case studies Personalize to individual segments
  24. 24. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 24 OPTIONS: Industry/Vertical1 2 Company Size Source: Demandbase Customer case studies Personalize to individual segments
  25. 25. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 25 OPTIONS: Industry/Vertical1 2 Company Size 3 Account Status Source: Demandbase Customer case studies Personalize to individual segments
  26. 26. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 26 OPTIONS: Industry/Vertical1 2 Company Size 3 Account Status Source: Demandbase Customer case studies Personalize to individual segments
  27. 27. Convert
  28. 28. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 28 LANDING PAGE Personalize the landing page for a clear path to relevant content and conversions
  29. 29. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 29 LANDING PAGE Personalize the landing page for a clear path to relevant content and conversions
  30. 30. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 30 ASSET PAGE LANDING PAGE Personalize the landing page for a clear path to relevant content and conversions
  31. 31. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 31 PRODUCT PAGE Personalize product level pages to drive deeper engagement and conversions
  32. 32. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 32 PRODUCT PAGE Personalize product level pages to drive deeper engagement and conversions
  33. 33. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 33 ASSET PAGE PRODUCT PAGE Personalize product level pages to drive deeper engagement and conversions
  34. 34. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 34 What does a successful ABM strategy look like? 1. ALIGN YOUR STAKEHOLDERS 2. ADOPT ACROSS MARKETING 3. REPORT SUCCESS REGULARLY • Identify all the key stakeholders • Establish Target Account list and key Segments • Align on Business Objectives • Agree upon proper Metrics and Measurements for Success! • Make sure Sales and Marketing are reviewing the same numbers, together • Understand where any shortcomings are, and how to solve for them • Recognize the successes and invest more • Agree upon changes in strategy and expected results • Make sure each team understands ABM and its applications • Adopt across all functions within Marketing • Reset Expectations, Goals and Measurements of Success • Leverage Offline and Online, throughout the Funnel!
  35. 35. Demandbase on Demandbase
  36. 36. Developing our ABM Strategy and Target Account List
  37. 37. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 37 Creating our ABM Strategy
  38. 38. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 38 Creating our ABM Strategy IDENTIFY STAKEHOLDERS
  39. 39. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 39 Creating our ABM Strategy IDENTIFY STAKEHOLDERS AGREE ON TARGET LISTS & PERSONALIZED EXPERIENCES
  40. 40. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 40 Creating our ABM Strategy IDENTIFY STAKEHOLDERS AGREE ON TARGET LISTS & PERSONALIZED EXPERIENCES BUILD LISTS & EXPERIENCES
  41. 41. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 41 Creating our ABM Strategy IDENTIFY STAKEHOLDERS AGREE ON TARGET LISTS & PERSONALIZED EXPERIENCES BUILD LISTS & EXPERIENCES MEASURE & ITERATE
  42. 42. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 42 Identifying key account attributes Overall technology applications used Complexity of website Social Activity Revenue 1 2 3 4 Multimedia Technologies Analytics Marketing Automation Web Hosting Platforms Live Chat
  43. 43. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 47 Refreshing the List  Capture changes from:  Data inputs  Sales teams’ preferences  Business priorities  Our cadence  6 weeks for Prospects and Customers  2 weeks for Late-Stage Prospects
  44. 44. Account-Based Advertising
  45. 45. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 49 Where ABA fits Business objectives: Awareness for the right traffic Conversions in the right cases
  46. 46. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 50 Use cases for Demandbase ABA Most common  Plant the seed for upsells and renewals  Build awareness at target prospect accounts  Expand reach of digital campaigns Experimental  Later-stage education  Air cover for strategic accounts  Give direct mail campaigns a digital boost
  47. 47. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 51 Plant the seed for upsells and renewals
  48. 48. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 52 Analytics upsell to 176 customer accounts BANNER CREATIVE LANDING PAGE W/ PERSONALIZATION
  49. 49. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 53 Results
  50. 50. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 54 Lifted Companies are 2.7x more likely to close SAL PIPELINE CLOSE 48% 23%
  51. 51. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 55 Lifted Companies are 2.7x more likely to close SAL PIPELINE CLOSE 48% 23%
  52. 52. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 56 Lifted Companies are 2.7x more likely to close SAL PIPELINE CLOSE 48% 23% 73% 41%
  53. 53. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 57 Lifted Companies are 2.7x more likely to close SAL PIPELINE CLOSE 48% 23% 73% 41% 52% 78%
  54. 54. Website Personalization
  55. 55. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 59 Strategy  Provide a consistent experience for ABA campaigns  Engage our target audiences with tailored messages  Call out personalization throughout the website  Make it easy to convert  Use personalization to demonstrate Demandbase’s capabilities
  56. 56. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 60 Homepage Personalization: Hello
  57. 57. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 61 Homepage Personalization: Attract
  58. 58. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 62 Homepage Personalization: Engage
  59. 59. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 63 Homepage Personalization: Home
  60. 60. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 64 Homepage Personalization: Home
  61. 61. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 65 Homepage Personalization: Home
  62. 62. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 66 Homepage Personalization: Home
  63. 63. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 67 Shorter Forms, Better Data Hidden fields: • Employee count • Employee range • Annual sales • Revenue range • Country code • Country name • Industry • Sub industry • Street address • City • State • Zip • …and more…
  64. 64. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 68 Marketing Tech Stack YES NO Source of truth for web analytics Account based dashboard and campaign performance Marketing Automation Web personalization and A/B testing Online Chat Salesforce reporting for Marketing Account & Prospect scoring Task and campaign management Demandbase enabled? Web content management system COMING SOON
  65. 65. Results
  66. 66. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 70 Weekly Web Metrics: By Audience and Industry Traffic Engagement Conversion By Audience (and Industry)
  67. 67. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 71 Personalization Impact: Traffic Metrics INSIGHTS  Overall traffic trended down, but…  Traffic from Prospects increased significantly  Traffic from Customers increased  We are getting more of the right traffic to the website Period* Sessions Users BASELINE 27,589 23,703 (non-watchlist visitor) 26,991 23,252 Prospects 879 692 Customers 598 451 PHASE ONE 22,778 17,541 % Change -17.4% -26% (non-watchlist visitor) 21,366 16,464 % Change -21% -29% Prospects 1,412 1,077 % Change 61% 56% Customers 1,183 800 % Change 98% 77% PHASE TWO 20,724 15,690 % Change -9% -11% (non-watchlist visitor) 22,963 17,352 % Change 7.5% 5.4% Prospects 1,981 1,474 % Change 40.3% 37% Customers 1,187 818 % Change 0.34% 2.25% *Baseline = 11/15/14 – 1/31/15 Phase One = 2/1/15 – 4/19/15 Phase Two = 4/20/15 – 7/6/15
  68. 68. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 72 Personalization Impact: Engagement Metrics INSIGHTS  Bounce rate is down for all audiences  Bounce rate is down significantly for Prospects and Customers  Everyone is spending more time on the site and looking at more pages  Content and design are more engaging and are resonating well with our target audiences Period* Bounce Rate Avg. Session Duration Pages / Session BASELINE 32.87% 00:01:24 2.50 (non-watchlist visitor) 32.66% 00:01:23 2.51 Prospects 42.78% 00:02:03 2.49 Customers 42.31% 00:02:08 2.18 PHASE ONE 27.84% 00:02:36 4.96 % Change -15.3% 86% 98.4% (non-watchlist visitor) 28% 00:02:36 4.94 % Change -15% 88% 97% Prospects 29% 00:02:46 5.20 % Change -32% 35% 109% Customers 30% 00:02:32 4.41 % Change -29% 19% 102% PHASE TWO 24% 00:02:46 5.85 % Change -13% 6.4% 18% (non-watchlist visitor) 25% 00:02:44 5.8 % Change -11.3% 5% 17.4% Prospects 24.5% 00:02:35 5.57 % Change -16.4% -6% 7% Customers 19.4% 00:02:49 5.58 % Change -35% 11% 27% *Baseline = 11/15/14 – 1/31/15 Phase One = 2/1/15 – 4/19/15 Phase Two = 4/20/15 – 7/6/15
  69. 69. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 73 Personalization Impact: Conversion Metrics INSIGHTS  Conversion rates and completions have increased dramatically  Contact Us is no longer a primary CTA, so worse performance is expected  Personalization has the right impact! Period* Download Rate Downloads Contact Us Rate Contact Us Demo Request Rate Demo Request BASELINE 0.25% 69 0.25% 69 0.11% 29 (non-watchlist visitor) 0.25% 67 0.25% 67 0.11% 29 Prospects 0.34% 3 0.46% 4 0.11% 1 Customers 0.33% 2 0.33% 2 0.00% 0 PHASE ONE 0.30% 69 0.16% 37 0.40% 92 % Change 20% 0.00% -36% -46% 264% 217% (non-watchlist visitor) 0.29% 63 0.15% 33 0.42% 90 % Change 16% -6% -40% -51% 282% 210% Prospects 0.42% 6 0.28% 4 0.14% 2 % Change 24% 100% -39% 0% 27% 100% Customers 0.08% 1 0.17% 2 0.25% 3 % Change -76% -50% -48% 0% 0.00% 0% PHASE TWO 0.45% 93 0.20% 42 0.54% 111 % Change 50% 35% 25% 13.5% 35% 21% (non-watchlist visitor) 0.45% 103 0.19% 43 0.53% 122 % Change 55% 64% 27% 30% 26% 36% Prospects 1.1% 13 0.08% 3 1.17% 16 % Change 161% 117% -71% -25% 736% 700% Customers 0.45% 4 0.19% 2 0.13% 2 % Change 456% 300% 12% 0% -50% -33% *Baseline = 11/15/14 – 1/31/15 Phase One = 2/1/15 – 4/19/15 Phase Two = 4/20/15 – 7/6/15
  70. 70. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 74 Funnel Metrics MQL SAL PIPELINE CLOSE 82% 49% 24%
  71. 71. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 75 Funnel Metrics MQL SAL PIPELINE CLOSE 82% 49% 24% 96% 64% 42%
  72. 72. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 76 Funnel Metrics MQL SAL PIPELINE CLOSE 82% 49% 24% 96% 64% 42% 17% 51% 75%
  73. 73. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 77 DB3k vs Non DB3k Accounts Sales Team Close Rate ACV Funnel Velocity Enterprise 3.8x +35% +2% Mid Market 2.6x +40% -20% Advertising 1.6x +31% +65%
  74. 74. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 78 Win A Go Kart Razor!!! What’s an ABM Fact You Learned From Demandbase? Tweet Using #ABM & #DF15 to @Demandbase You Could win a Go Kart Razor!
  75. 75. Thank You!

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