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ABM Master Class: Analytics

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Let’s face it, in a perfect world, a marketing team would consist of a team that’s dedicated to campaign ideation, a team dedicated to campaign execution, a team dedicated to campaign follow up, and last but certainly not least, a team that is dedicated to analyzing all the data and insights that lead-up to, and follow the launch and completion of a campaign.

The reality is, marketing is just not that cut-and-dried.

What’s more is that in this age of hyper-growth and tech innovations, teams are expected to do more with fewer resources. Trying to understand campaign attribution falls by the wayside, as teams hustle to just get their campaigns launched.

Join our Master Class on ABM Analytics so that you and your team can eliminate the guesswork when it comes to leveraging data throughout your ABM campaigns. Save your seat so that you and your teams can:

- Ease into your campaigns with confidence in your funnel metrics and data insights
- Leverage metrics for more predictive campaign outcomes
- Build an analytics framework for ABM at scale

Published in: Marketing
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ABM Master Class: Analytics

  1. 1. ABM MASTER CLASS: ANALYTICS TAKING THE AMBIGUITY OUT OF ABM NANI SHAFFER SR. DIRECTOR, MARKETING OPERATIONS & DEMAND GEN
  2. 2. AGENDA § WHAT IS SO AMBIGUOUS? § MEASUREMENT IN AN ABM WORLD § OPERATIONALIZING ACCOUNT-BASED MEASUREMENT
  3. 3. WHAT IS SO AMBIGUOUS?
  4. 4. © 2019 DEMANDBASE SLIDE 4 DAY-TO-DAY TACTICAL METRICS CONSOLIDATED BUSINESS ANALYSIS WHAT WILL HAPPEN IN THE FUTURE? What is/isn’t working? Are we targeting the right accounts? Is our strategy resulting in revenue? Revenue Close Rate Deal Size Deal Velocity Retention Rates First Touch Last Touch Channel/Program Influence Response Rate Target Account Penetration WHAT HAPPENED IN THE PAST? Which campaigns get credit? How many opportunities were influenced? What channels reached target accounts? STAKEHOLDERS NOT ALIGNED ON ANALYTICS Program Owners Marketing Leadership Campaign Managers Board Members Sales Leadership C-Suite / Exec Team
  5. 5. © 2019 DEMANDBASE SLIDE 5 MARKETING SKEPTICISM SALES SKEPTICISM CHANNEL RIVALRIES ABM CONFLICTS Model decisions impact channel performance metrics Finite number of dollars to share leads to data manipulation Contentious conclusion that marketing source matters Temptation to game the model by blanketing all accounts
  6. 6. MEASUREMENT IN AN ABM WORLD
  7. 7. © 2019 DEMANDBASE SLIDE 7 • Understand which channels and sources are contributing to revenue • Forecast pipeline based on current volume of accounts engaging with particular channels and sources • Figure out how to optimize spend MEASUREMENT & ATTRIBUTION GOALS
  8. 8. © 2019 DEMANDBASE SLIDE 8 ABM ANALYTICS Surface insights to help practitioners and decision-makers support their strategies. Understand current performance Compare to control or another audience Examine trends and velocity Take actions based on recommendations
  9. 9. © 2019 DEMANDBASE SLIDE 9 ABM MEASURE OF SUCCESS XX Total Opportunities XX% of pipeline coming from Target Accounts XX% Increase in Close Rate XX% Increase in Average Deal Size XX% Increase in Funnel Velocity
  10. 10. © 2019 DEMANDBASE SLIDE 10 SDR TEAM EFFICIENCY The quarterly pipe output of each SDR has tripled. BY THE NUMBERS Inbound Reps: 20% Outbound Reps: 80% Pipe/Quarter/Rep: 24 Inbound: handle all inbound from non-DB4k accounts Outbound: handle inbound & outbound efforts for DB4k 0 5 10 15 20 25 30 January February March April May June July
  11. 11. © 2019 DEMANDBASE SLIDE 11 0 1000 2000 3000 4000 5000 6000 0 20 40 60 80 100 120 140 160 180 2016 2017 2018 2019 Pipeline Count Cost Per Opportunity MARKETING EFFICIENCY Baseline +50% +150% +250%
  12. 12. © 2019 DEMANDBASE SLIDE 12 SALES EFFICIENCY MQL SAL PIPELINE CLOSE 82% 49% 24% 96% 64% 42% ñ17% ñ51% ñ75%
  13. 13. © 2019 DEMANDBASE SLIDE 13 SALES TEAM CLOSE RATE ACV FUNNEL VELOCITY Enterprise +217% +69% +35% Mid Market +136% +23% +24% CORPORATE EFFICIENCY
  14. 14. © 2019 DEMANDBASE SLIDE 14 KEY BENEFITS BY DEPARTMENT MARKETING More focused, more efficient, and more connected to revenue OPERATIONS Coordinated platforms between sales and marketing SALES Greater precision, coordination, and velocity in Target Accounts FINANCE Greater predictability, transparency, and visibility into marketing expense ROI
  15. 15. ABM IN OPERATION
  16. 16. © 2019 DEMANDBASE SLIDE 16 MID-MARKET PLATFORM DEAL 7/7/18 [Webinar] DGR B2B Buyers 7/24/18 [Webinar] ABMLA Summer Podcast Series 9/17/18 [Event] Dreamforce – OpsStars 9/17/18 [Event] Dreamforce - Temple Party 10/8/18 [Event] AIS Save the Date 10/10/18 [Webinar] FY19 Planning 11/27/19 [Event] AIS Registration 12/5/18 [Webinar] ITSMA ABMLA 12/10/18 [Email] ITSMA Report 12/11/18 [Field] ABM Certification 12/21/18 [Webinar] ABM Tech Talk 1/3/19 [Webform] ABM Vendor Guide 1/3/19 SQL CREATED 1/8/19 [Webinar] Create & Measure 1/24/19 [Field] Take a Closer Look - Denver 2/21/19 [Field] ABM Certification - Advanced 3/12/19 [Field] Seattle CONEX Tour 4/18/19 [Webinar] Virtual AIS 6/11/19 [Webinar] ABM Revealed 7/7/19 [Field] ABM Certification - Advanced 7/23/19 [Field] ABM Certification - Foundations 7/31/19 [Webinar] Measurement 8/14/19 [Webinar] ABM Platform Demo 8/16/19 DEAL CLOSED 36 touchpoints | 7 channels | 6 contacts
  17. 17. © 2019 DEMANDBASE SLIDE 17 CHANNEL BREAKDOWN LEADING UP TO OPP CREATION Direct Mail Events Webinar -6 Months -5 Months -4 Months -3 Months -2 Months -1 Month Month of Opp Creation Field Marketing Webform
  18. 18. © 2019 DEMANDBASE SLIDE 18 BY THE TIME AN ‘AVERAGE’ DEAL IS CLOSED/WON Metric Mid Market Enterprise Strategic Total Total Touchpoints 7.5 11.9 33.6 13.4 Total Contacts Engaged 2.7 6.2 17.3 6.5 Unique Channels 3.1 3.9 5.7 3.8 Days Pipe-Close 70.3 57.2 34.0 58.9
  19. 19. © 2019 DEMANDBASE SLIDE 19 ABM IN OPERATION Baseline KPIs & Metrics Develop Target Account List Are Target Accounts visiting your website? Are Target Accounts engaging on site? Are Target Accounts entering pipeline? Are Target Accounts closing? Report to Sales YES Report to Sales YES Report to Management YES Report ABM Success! YES Revise Attract Strategy NO Revise Engage Strategy NO Revise Sales Strategy NO Work with Sales Leadership Revise Audience Strategy NO
  20. 20. © 2019 DEMANDBASE / SLIDE 20
  21. 21. © 2019 DEMANDBASE SLIDE 21 • Combine data from the entire sales and marketing funnel. • Compare any audience to an automatically-generated lookalike audience, or create a control list of your own. • Generate new actionable audiences to optimize performance. A COMPLETE PICTURE OF MARKETING PERFORMANCE.
  22. 22. © 2019 DEMANDBASE SLIDE 22 • Alignment is critical • Embrace the power of control groups • Understand which part of the funnel is being measured KEY TAKEAWAYS
  23. 23. THANK YOU

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