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ABM FUNDAMENTALS
HIGH PERFORMANCE ABM
Peter Isaacson
CMO | Demandbase
Alex Krawchick
Practice Lead, Analytics & Marketing ...
FRI Metrics, Measurements and KPIs
Keys to Sales & Marketing Alignment SuccessTUES
WED
THURS
Building Your Target Account ...
© 2016 Copyright Demandbase
PETER ISAACSON
Chief Marketing Officer
Demandbase
ALEX KRAWCHICK
Practice Lead, Analytics and ...
• Why ABM? What does ABM solve for?
• Laying the groundwork of an ABM strategy
• Leveraging ABM across the organization
• ...
WHY ACCOUNT-BASED
MARKETING?
© 2016 Copyright Demandbase
What’s Broken in B2B?
Sales & Marketing
Alignment
Metrics/AttributionThe Waterfall BANT
© 2016...
© 2016 Copyright Demandbase
Leads aren’t valued…
- Miller Pierce, 2014 VOC Study
50%
of marketing generated leads are
neve...
© 2016 Copyright Demandbase
Focuses on
best opportunities
Delivers customer-
centric experience
Supports
Sales reality
Con...
© 2016 Copyright Demandbase
Identify ABM as
“Very Important” to
their marketing efforts
Source: Sirius Decisions 2016 ABM ...
© 2016 Copyright Demandbase
Tiers of B2B Marketing
Strategic Accounts
5-50 accounts
Target Account List
50-5,000 accounts
...
© 2016 Copyright Demandbase
Attract Engage Convert Measure
Traditional B2B Marketing
© 2016 Copyright Demandbase
Account-Based Marketing
Attract Engage Convert Measure
LAYING THE GROUNDWORK FOR A
SUCCESSFUL ABM STRATEGY
© 2016 Copyright Demandbase
Keys to Success
Identify your stakeholders - ABM Leadership Team
Establish Target Account List...
© 2016 Copyright Demandbase
Marketing OperationsSales
Senior Leaders in…
Build Your ABM Leadership Team
© 2016 Copyright D...
© 2016 Copyright Demandbase
Target Account List
It’s a collaborative process
Build an initial list
Secure agreement from A...
© 2016 Copyright Demandbase
Approaches to Target Account List Building
How You
Build the
List TARGET MOST
SUCCESSFUL SEGME...
© 2016 Copyright Demandbase
Segment your target account list
Segments you select must
have discrete business
objectives th...
© 2016 Copyright Demandbase
How will this Impact the Organization?
Sales
Prioritize outreach/follow
up on Target Accounts
...
GETTING STARTED
© 2016 Copyright Demandbase
ABM Across the Funnel
Measure
Sales & Marketing Operations
Attract
Demand Gen
Engage
Content &...
© 2016 Copyright Demandbase
Measure
1
2
3
Select focus areas
Identify what’s working
Set a baseline
Impressions/CPMs
Click-through Rates
Web Traffic
Unique Visitors
Net New Names
Inquiries
MQLs
Conversion Rates
CAMPAIGN
PE...
REVENUE
PERFORMANCE
Lift
Target Account Activity
Opportunities
Pipeline
Closed Revenue
Available to Close
© 2016 Copyright...
REVENUE
PERFORMANCE
BUSINESS
OUTCOMES
Close Rates
ACV
Funnel Velocity
© 2016 Copyright Demandbase
CASE STUDY: DEMANDBASE
© 2016 Copyright Demandbase
Leading Indicators/Campaign Metrics
 MQLs
 SALs
 % of DB3K reached
Revenue Objectives
 Pip...
© 2016 Copyright Demandbase
Demandbase Funnel Metrics
91%
47%
32%
97%
60%
39%
7%
25%
24%
MQL SAL PIPELINE CLOSE
© 2016 Copyright Demandbase
Demandbase Business Metrics
Sales Team Close Rate ACV Funnel Velocity
Enterprise +217% +69% +3...
© 2016 Copyright Demandbase
Effect on the Business
• Increased from DB1500  DB3K
• 75% of our Won business
comes from the...
Q&A
THANK YOU
#ABMwebseries
@Demandbase
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ABM Fundamentals

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In this session we will cover the fundamental steps required to build an ABM strategy for your organization. You will scope the people, resources and marketing programs that need to be considered, along with with the expectations that need to be set with your organization.

Published in: Marketing
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ABM Fundamentals

  1. 1. ABM FUNDAMENTALS HIGH PERFORMANCE ABM Peter Isaacson CMO | Demandbase Alex Krawchick Practice Lead, Analytics & Marketing Sciences | Inverta
  2. 2. FRI Metrics, Measurements and KPIs Keys to Sales & Marketing Alignment SuccessTUES WED THURS Building Your Target Account List ABM Across the Funnel MON ABM Fundamentals @Demandbase #ABMwebseries HIGH PERFORMANCE ABM WEBINAR SERIES EVERYDAY 10 AM PT
  3. 3. © 2016 Copyright Demandbase PETER ISAACSON Chief Marketing Officer Demandbase ALEX KRAWCHICK Practice Lead, Analytics and Marketing Sciences Inverta TODAY’S PRESENTERS
  4. 4. • Why ABM? What does ABM solve for? • Laying the groundwork of an ABM strategy • Leveraging ABM across the organization • Putting ABM it into action • Q&A AGENDA
  5. 5. WHY ACCOUNT-BASED MARKETING?
  6. 6. © 2016 Copyright Demandbase What’s Broken in B2B? Sales & Marketing Alignment Metrics/AttributionThe Waterfall BANT © 2016 Copyright Demandbase
  7. 7. © 2016 Copyright Demandbase Leads aren’t valued… - Miller Pierce, 2014 VOC Study 50% of marketing generated leads are never followed up by sales.
  8. 8. © 2016 Copyright Demandbase Focuses on best opportunities Delivers customer- centric experience Supports Sales reality Connects Marketing to revenue Why Account-Based Marketing?
  9. 9. © 2016 Copyright Demandbase Identify ABM as “Very Important” to their marketing efforts Source: Sirius Decisions 2016 ABM Survey 87% © 2016 Copyright Demandbase
  10. 10. © 2016 Copyright Demandbase Tiers of B2B Marketing Strategic Accounts 5-50 accounts Target Account List 50-5,000 accounts Total Addressable Market 10,000+ accounts ABM ABM at Scale Traditional Demand Gen Technology
  11. 11. © 2016 Copyright Demandbase Attract Engage Convert Measure Traditional B2B Marketing
  12. 12. © 2016 Copyright Demandbase Account-Based Marketing Attract Engage Convert Measure
  13. 13. LAYING THE GROUNDWORK FOR A SUCCESSFUL ABM STRATEGY
  14. 14. © 2016 Copyright Demandbase Keys to Success Identify your stakeholders - ABM Leadership Team Establish Target Account List, business objectives, metrics and shared MBOs Communicate regularly – within Leadership and out to sales and marketing teams Review, Iterate, Expand – Scale efforts as the organization dictates 1 2 3 4
  15. 15. © 2016 Copyright Demandbase Marketing OperationsSales Senior Leaders in… Build Your ABM Leadership Team © 2016 Copyright Demandbase
  16. 16. © 2016 Copyright Demandbase Target Account List It’s a collaborative process Build an initial list Secure agreement from ABM Leadership Team Verify and iterate with field sales Update at regular intervals 1 2 3 4
  17. 17. © 2016 Copyright Demandbase Approaches to Target Account List Building How You Build the List TARGET MOST SUCCESSFUL SEGMENT(S) USE AN ACCOUNT IDENTIFICATION TOOL ITERATIVE/ COMBINATION List Focus: By Geo By Product Target Type By Industry By Company Size 1 2 3 4 5
  18. 18. © 2016 Copyright Demandbase Segment your target account list Segments you select must have discrete business objectives that marketing can build programs to support
  19. 19. © 2016 Copyright Demandbase How will this Impact the Organization? Sales Prioritize outreach/follow up on Target Accounts Follow up on signals, with key contacts Rework focus: Inbound vs outbound; sales territories Collaborate with marketing on programs Marketing Evaluate programs on the Target Account List Hand over intelligence, not just leads Re-focus budget Connect impact to Revenue – KPIs/MBOs Operations Evaluate and implement new technologies Alter the use of current technologies Build models and reporting to focus on target accounts and key business objectives
  20. 20. GETTING STARTED
  21. 21. © 2016 Copyright Demandbase ABM Across the Funnel Measure Sales & Marketing Operations Attract Demand Gen Engage Content & Product Marketing Convert Content & Product Marketing Measure Sales & Marketing Operations
  22. 22. © 2016 Copyright Demandbase Measure 1 2 3 Select focus areas Identify what’s working Set a baseline
  23. 23. Impressions/CPMs Click-through Rates Web Traffic Unique Visitors Net New Names Inquiries MQLs Conversion Rates CAMPAIGN PERFORMANCE From Target Accounts © 2016 Copyright Demandbase
  24. 24. REVENUE PERFORMANCE Lift Target Account Activity Opportunities Pipeline Closed Revenue Available to Close © 2016 Copyright Demandbase
  25. 25. REVENUE PERFORMANCE BUSINESS OUTCOMES Close Rates ACV Funnel Velocity © 2016 Copyright Demandbase
  26. 26. CASE STUDY: DEMANDBASE
  27. 27. © 2016 Copyright Demandbase Leading Indicators/Campaign Metrics  MQLs  SALs  % of DB3K reached Revenue Objectives  Pipeline by segment  Pipeline available to close Business Objectives  Average deal size  Velocity  Close rate Agreed Upon Metrics for Success
  28. 28. © 2016 Copyright Demandbase Demandbase Funnel Metrics 91% 47% 32% 97% 60% 39% 7% 25% 24% MQL SAL PIPELINE CLOSE
  29. 29. © 2016 Copyright Demandbase Demandbase Business Metrics Sales Team Close Rate ACV Funnel Velocity Enterprise +217% +69% +35% Mid Market +136% +23% +24% Advertising +47% +12% +6%
  30. 30. © 2016 Copyright Demandbase Effect on the Business • Increased from DB1500  DB3K • 75% of our Won business comes from the DB3K • Marketing focused on further segmentation of the list Territory Top 5 AE TOP 20 DB3K Customers
  31. 31. Q&A
  32. 32. THANK YOU #ABMwebseries @Demandbase

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