ABM Master Class: Targeting

ABM MASTER CLASS: TARGETING
BONNIE THOMAS, SR. ABM STRATEGIST | DEMANDBASE
MATT AARONSON, DIRECTOR PRODUCT MARKETING | DEMANDBASE

© 2019 DEMANDBASE｜SLIDE 2
MEET THE SPEAKERS
Bonnie Thomas
Sr. ABM Strategist
Demandbase
Matt Aaronson
Director of Product Marketing
Demandbase

AGENDA
§ THE STATE OF B2B ADVERTISING
§ DEFINING TARGETS AND SEGMENTS
§ SETTING GOALS
§ SETTING BUDGETS
§ CAMPAIGN CADENCES
§ CREATIVE BEST PRACTICES
§ MEASURING SUCCESS

GOLDEN ERA OF B2B MARKETING
§ B2B marketers have more control over and get more ROI out of our ad
dollars than ever before.
§ With analytics, we can trace campaign spend directly to sales revenue.
§ Marketing’s contribution to the business is no longer debatable.
§ Which means we are now on the hook to show results.

B2B MARKETING CHALLENGES

FROM CUSTOMER TO BUYING COMMITTEE
Widespread
support across
organization
Supplier
easy to
buy from
Price to
value
ratio
Adjusts to
specific
project needs
1.0
0x
.80
x
.69
x
.52
x
Access to
stakeholders
evaluating
purchase
Positioning of
offers on the
merits of value
to individual
stakeholder
Drivers of Decision-maker Loyalty (indexed) Change in Likelihood of Making a High-quality Sale
4%
-4%
0%
Source: CEB

AUDIENCE BUILDING—START BROAD, THEN NARROW
§ TAM: Total addressable market—all
companies that could buy from you
§ TARGET MARKET: Accounts that meet your
ICP
§ TARGET ACCOUNTS: Marketing identified
target accounts, e.g., key verticals + sales
priority accounts
§ SEGMENTS: Key verticals, upsell/cross-sell
opportunities, journey stage, high propensity
to buy, etc.
TAM
Target
Market
Target Accts
Key
Segments
BA
D
C

Within target accounts, there are further distinctions and segments to be
aware of. Think about these factors:
§ Revenue potential for your company
§ A firmographic fit—the right industry, company size, and region
§ Journey stage—lower-funnel opportunities may close faster
§ Propensity to buy based on demonstrated purchase intent online
§ Propensity to buy based on online engagement rates
§ Propensity to by based on relationships, CSAT scores, past close rates,
etc.
HOW TO PRIORITIZE TARGET ACCOUNTS

COMMON SEGMENTATION APPROACHES
§ Industry
Industry verticals tend to have unique and specific attributes, pain points and goals.
§ Company Size
Mid-market companies typically face much different challenges than SMBs or enterprise organizations.
They also have different buying committees, sales cycles and decision processes.
§ Journey Stage
The most successful messages and creative treatments you present to companies who are just becoming
aware of your products and services can look very different from those who have been engaged with you for
some time or are just about ready to pull the trigger.
§ Product Usage
Particularly useful for developing engagement strategies that advance cross-sell and upsell opportunities.
§ Customer/Prospect/Partner
Prospects may need to know more about who you are and what you do, while customers may respond well to
special offers for upsells. Partners, on the other hand, may be best motivated by reminders of your position
as an industry leader.
§ Intent
Customers who are already in-market for your products and services, or already engaged on your site will
respond to messages and web experiences very differently.

JOURNEY STAGE SEGMENTATION CASE STUDY
3.6X increase
in content
consumption
59% increase
in page views

INDUSTRY SEGMENTATION CASE STUDY
55% increase on
engagement on
the home page
43% increase in
engagement
overall

DIFFERENTIATED MESSAGING FOR EACH SEGMENT?

1. Focus on your best opportunities
2. Start simply – one or two segments
3. Set goals for each segment
4. Segments should be unique in a
meaningful way
5. Segments should be large enough to
provide scale
6. Target accounts should fall clearly into
one segment or another
7 SEGMENTATION
BEST PRACTICES

THE PINK ELEPHANT IN THE ROOM: LEADS!
§ Just 2% of B2B buyers complete forms
§ Those who do often give false information
§ More and more B2B marketers are un-gating content
§ ABM practice means identifying prospects early—before
they fill out a form
§ Account-based marketers count, but don’t count on
leads
Form fills are an ABM engagement metric—
not an ABM goal.

SETTING GOOD TARGETING GOALS
§ Reflect overall campaign
objectives
§ Set goals for each segment—
which may be different
§ Organized around the
customer journey
§ Awareness
§ Engagement
§ Conversion
§ Specific
§ Quantified
§ Time sensitive

MARKETING GOALS
A. Increase web traffic quarter over quarter
B. Double engagement rates among retailers in 2019
C. Increase conversion rates by 10%
D. Increase engagement rates among healthcare companies by 20%
Q: Which is the BEST marketing goal?

MARKETING GOALS
A. Increase web traffic quarter over quarter
B. Double engagement rates among retailers in 2019
C. Increase conversion rates by 10%
D. Increase engagement rates among healthcare companies by 20%
A: The correct answer is B—it’s segment specific, quantified and time bound
Q: Which is the BEST marketing goal?

BUSINESS GOAL
A. Increase retention rates by 5% this quarter
B. Add 10 net new logos to pipeline this quarter in the South East
C. Increase revenue among retailers by 15% this half
D. Generate $10mm in upsell revenue this year
Q: Which is the BEST business goal?

BUSINESS GOAL
A. Increase retention rates by 5% this quarter
B. Add 10 net new logos to pipeline this quarter in the South East
C. Increase revenue among retailers by 15% this half
D. Generate $10mm in upsell revenue this year
Q: Which is the BEST business goal?
A: The correct answer is all of the above. Think about what
c-levels care about—it’s not CTR or even engagement rates.

SETTING GOALS WORKSHEET

BUDGETING GUIDELINES
§ Recommended average budget per
company per month: 1,000 to 5,000
impressions
§ Rough guidelines for apportioning budget
across campaigns:
§ Awareness / top-of-funnel: 40-60% of
overall budget
§ Pipeline accounts: 20-30%
§ Customer accounts
(renewal/upsell/cross-sell): 10-25%

BUDGETING GUIDELINES BY CAMPAIGN TYPE
Monthly
budget per
company
Funnel stage
Lower funnel
Mid funnel
Top of funnel
Account priority
Tier 1
Tier 2
Tier 3
Business Unit /
Opportunity Size
High ACV
Medium ACV
Low ACV
$60 - $75
$35 - $60
$15 - $35

BUDGETING: SCENARIO
§ $15,000 in monthly
campaign budget
§ Target account list:
500 accounts
Accounts
Monthly
budget per
account
Monthly
budget
Target accounts
(excluding the below)
Engaged accounts
In-pipeline accounts
Customer accounts
$15,000

CAMPAIGN CADENCES
BURST ALWAYS ONPLANNING CYCLE
SEQUENCESSEGMENTS

EXAMPLES:
SEQUENCED
MESSAGING

CAMPAIGN AUDIENCE BUDGETSCREATIVEKPIs
TOTAL RECURRING MONTHLY BUDGET: $89,625
PIPELINE
Move open opportunities
toward Proposal stage
§ Short-term: Engaged
accounts
§ Long-term: Accounts
with opp’ties reaching
proposal stage
Tailored value prop (dynamic – by vertical);
Proof point call-to-action
175 accounts
$11,375
Monthly campaign budget
($65/account)
Financial Services companies are saving millions with
Bizgroup.
Read our whitepaper
AWARENESS
Top-of-funnel impact:
Awareness, Consideration
§ Accounts reached
§ High-intent users
reached
Broad value proposition
1,500 accounts
$52,500
($35/account)Premium technology to
help your biz grow.
PIPELINE
Generate opportunities from
target accounts with trending
intent
§ Short-term: Engaged
accounts
§ Long-term: Accounts
with pipeline
opportunities
Tailored value prop (dynamic – by vertical);
Sales engagement call-to-action
500 accounts
$25,000
($50/account)Financial Services companies are finding lots
to love in BizGroup’s automation technology.
Schedule a demo today
CUSTOMER
Drive renewal and up-sell
among existing clients
§ Closed-won
opportunities
Retention message – case study
$750
($15/account)
50 accounts
“We’d be lost without our BizGroup dashboard.”
Why real customers say
BizGroup is indispensable
MULTI-CAMPAIGN STRATEGY: EXAMPLE #1

MULTI-CAMPAIGN STRATEGY: EXAMPLE #2
TOTAL RECURRING MONTHLY BUDGET: $[ ]
[CAMPAIGN TYPE]
Describe the campaign and its
objectives at a high level here
§ Primary KPIs here
§ If relevant, include both
short-term and longer-
term KPIs
$[ ]
($[ ]/account)
Describe creative message here
Copy/past creative samples here, or use this template
to sketch a concept
Call to action
# of accounts
Audience Name
[CAMPAIGN TYPE]
term KPIs
$[ ]
($[ ]/account)
to sketch a concept
Call to action
# of accounts
Audience Name
[CAMPAIGN TYPE]
term KPIs
$[ ]
($[ ]/account)
to sketch a concept
Call to action
# of accounts
Audience Name
BURST CAMPAIGN
[CAMPAIGN TYPE]
Campaign dates
term KPIs
$[ ]
Campaign budget
($[ ]/account)
* Burst campaign *
to sketch a concept
Call to action
# of accounts
Audience Name
CAMPAIGN AUDIENCE BUDGETSCREATIVEKPIs

TWO TYPES OF ADVERTISING
Direct response includes
messages intended to drive an
immediate customer action.
Branding is a long-term
effort to build up
the brand image and value
of your company and its
products.

DIRECT RESPONSE ADS DRIVE ENGAGEMENT
By showcasing strong CTAs

ALIGN CAMPAIGNS WITH THE CUSTOMER JOURNEY
1. Know your goals (awareness, engagement, conversion).
Individual campaigns should focus on driving just one.
2. Align offers with your campaign goal, e.g:
a) For awareness campaigns, consider sending targets to the home page
b) For engagement, send targets to product and solutions pages
c) For conversion, send targets to gated content
3. Build trust over the customer journey.
As your accounts become more familiar with you, you can personalize and adopt
more assumptive, more assertive offers

THE ELEMENTS OF AN AD
1. Headline communicates a
clear message
2. Relevant and compelling
visual
3. A call-to-action – clear
direction on what you want
the visitor to do
1
2
3

THE ELEMENTS OF AN AD
1. Headline communicates a
clear message
2. Relevant and compelling
visual
3. A call-to-action – clear
direction on what you want
the visitor to do
4. Light body copy
1
3
24

BEST PRACTICES – COMPELLING VISUAL

BEST PRACTICES – SUCCINCT COPY

BEST PRACTICES – CONSISTENT EXPERIEINCE
WSJ Ad Landing Page Email

BEST PRACTICES: AD PERSONALIZATION
§ Making your personalization
stand out can be achieved by
simply adding a contrasting
color.
§ Another option is to make it
ALL_CAPS.
§ Even better, do both.
Make the personalization stand out

BEST PRACTICES: AD PERSONALIZATION
§ We recommend putting the
personalization in the final
message for the greatest
impact.
§ Of course, it will be even more
impactful if you personalize all
frames when possible. This
way there is no mistaking these
ads are relevant to the targeted
audience.
Use personalization on the final frame at least

HOW TO EVALUATE A CAMPAIGN
q Is the ad aligned with the segmentation strategy?
q Does the headline communicate a clear value proposition?
q Is the visual compelling and relevant?
q Does the viewer know what they get if they do click?
q Is there a strong CTA?
q Is the copy succinct?
q Is the experience consistent from ad to landing page?
q Is there an effective use of personalization?

TIP #2:
Think long-term,
measure short-term

TIP #3:
Measure incrementally

RECOMMENDED KPI’S
STAGE SHORT-TERM LONG-TERM
Awareness § Accounts reached
§ Impressions per account
§ High-intenders reached
§ Accounts on site
Pipeline generation and nurture § Lifted Accounts (time
baseline)
§ Accounts with
increased activity
§ Accounts new on
site
§ Incremental opportunity
generation (compared to
control group)
§ Incremental closed-won
deals (compared to control
group)
Customer § Clicks from customer
accounts
§ Customer traffic to up-
sell/cross-sell product
pages
§ Incremental opportunity
generation (compared to
control group)
§ Incremental closed-won
deals (compared to control
group)

• Next Generation B2B Digital
Advertising — eBook
• The Next Generation of B2B
Advertising — on-demand
webinar
• How to Tie Advertising to
BusinessOutcomes — video
• Four Best Practices for
Dynamic Personalization —article
RESOURCES

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