Account-Based Marketing: Foundations and Strategy

Account Based Marketing
Foundations and Strategy

Confidential | © Demandbase 2013 All rights reserved.
•  Why Target Accounts?
•  The Account Based Marketing Framework
•  The Foundation of ABM: The Target Account List
•  Creating and Using your Target Account List
•  Amit Varshneya, VP Consulting Services

Buyer 2.0 is Savvy, Standoffish, and Selective
SiriusDecisions
67%
of the buyer’s
journey is now done
digitally
Forrester
66- to -
90%
through their journey
before they reach out to
the vendor
CEB
57%
complete by the time
a supplier is engaged
BOTTOM LINE:
A large portion of the buying process is done online and without Sales.

Buying starts long before the hand-raise
First Visit Hand-Raise Close
Buying Cycle
Sales Cycle
• Problem Definition
• Exploring Possible Solutions
• Buyer Research
• Making the decision
• Justifying Decision
• Pricing/Contract
ONLINE ENGAGEMENT

Digital habits have changed B2B buying
75%of buying activity
happens before
a hand raise.
40%more stakeholders
than 4 years ago.
-Forrester
-IDC

Who does a B2B company sell to?
TARGETING ACCOUNTS IS BETTER!
BUSINESS UNIVERSE
1+ Employees
6,000,000
$100M Revenue
20,000
$1B Revenue
3,500
Companies
28,000,000

•  Account Based Marketing focuses resources on the
companies most likely to result in revenues

Account Based Marketing Framework

Account Based Marketing Blueprint

Getting started with a Target Account List
Iterate
• Test Assumptions against best customers
• Build additional attributes & attribute values
• Expand/Drop attribute list
2
Gather
• Constituents – Sales, Marketing, Business
• Attributes – Describe your market segments
• Customer List – Your best customers
1
Prioritize
• Set of attributes and values
• Universe of Targetable Accounts
• Maintenance and Review Process3
Deploy4
• Create Segments of MVCs
• Map experiences and benchmark
• Attract – Engage – Convert – Measure

•  Constituents
•  This is not a “Marketing” project
•  Common Stated Goal
•  Assumptions of your target segment attributes
and values
•  Who are your best Customers?
GATHER
* Revenue
* Geography
* Industry
* Employees
= Enterprise
= North America
= IT Companies
= 1,000+
> $1Bn
= United States, Canada, Mexico
= Software & Technology
= 1,000+
Agree on a specific list of accounts that are most likely to
result in revenue and to then to jointly focus efforts on only
these accounts

•  Looking under the hood at
Demandbase
Lets work through an example

•  Members of Target Account List Project
•  Sales, Marketing, Sales Ops, Mktg Ops,
•  Progress review with CMO, SVP Sales
•  Assumptions of Target Segment attributes
•  Revenue > $500Mn
•  Geography = US, Canada
•  Employees = 1000+
•  Industry
•  Size of Target account pool
•  13,000
GATHER

•  Electronic Arts
•  JC Penney, McDonalds
•  Procter and Gamble
•  AMC Entertainment
•  US Department of Defense
•  Tractor Supply Company
•  Devry
•  Fluor
•  Coca Cola Company
•  Shell
•  National Beef Packing
•  Kraft Foods
Members of this segment

•  Adobe
•  Cisco
•  Docusign
•  Lithium
•  NetApp
•  VMWare
•  Workday
•  IronMountain
•  Rockwell Automation
•  JP Morgan Chase
•  AT Kearney
What do Customers look like?

•  Test assumptions against best
customers
•  Do your segment attributes
accurately capture your MVCs?
•  Look for patterns in the outliers
•  Are outliers truly outliers?
•  Are certain attributes and values
common?
•  Expand attributes & attribute values
•  Drop attributes & attribute values
ITERATE

•  Adobe
•  VMWare
•  Docusign
•  Workday
•  Lithium
•  NetApp
•  IronMountain
•  Rockwell Automation
•  JP Morgan Chase
•  AT Kearney

Customer Industry Revenue
Range
Employee
Range
B2B Web Traffic Key Marketing
Technologies
Adobe Software &
Technology
>1Bn >1000 B2B Very High AA, Eloqua, AEM
VMWare Software &
Technology
>1Bn >1000 B2B High AA, Eloqua, T&T
Docusign Software &
Technology
<100Mn <500 B2B High Eloqua, Google Analytics
Workday Software &
Technology
>500Mn >500 B2B Medium Marketo, AA, Google
Analytics
IronMountain Business
Services
>1Bn >1000 B2B Medium Eloqua, Google Analytics
Rockwell
Automation
Manufacturi
ng
>1Bn >1000 B2B Low Eloqua, Google Analytics
JP Morgan Financial
Services
>1Bn >1000 B2B High Adobe, Marketo
BlueCoat Software &
Technology
>1Bn >1000 B2B High Eloqua, SFDC,
Cisco Telecom >1Bn >1000 B2B Very High Adobe Analytics, Insight,
Marketo

•  Target Segment attributes
•  Revenue > $100Mn; $25Mn (S&T)
•  Geography = US, Canada
•  Employees = 1000+
•  Industry
•  B2B Yes
•  Web traffic > 50,000 visits per month
•  Marketing Sophistication = Mktg Technology from
Eloqua, Adobe
Marketing Suite,
Google Analytics,
•  Size of Target account pool
•  14,000
ITERATE

•  Set of attributes and attribute values
•  Prioritize attributes
•  Universe of Target Accounts from
agreed attributes
•  Prioritized List of Target Accounts
•  Leave room for “outliers”
•  Maintenance and Review process
•  Process and criteria for adding/deleting
accounts
•  Attribute and list review cycle
•  Single Source of Truth
PRIORTIZE

•  Prioritized list of attributes
•  B2B B2B
•  Web Traffic Very High, High, Medium
•  Marketing Tech Adobe Analytics, AEM, Drupal,
Google Analytics, Eloqua,
Marketo
•  Geography US, Canada
•  Revenue >100Mn, >25Mn
•  Industry Software & Tech, Telecom, Business
Services, Financial Services,
•  Prioritized list of accounts
•  ~ 14000
•  Process and system for accounts addition/deletion
•  Single Source of Truth
Target Account List

•  Identify segments of MVCs within the
Targetable List
•  Deploy as Account Watch across modules
•  MEASURE : Benchmark MVC performance
•  ATTRACT : Create awareness
•  ENGAGE : Personalized experience
•  CONVERT : Lift conversion rates and data
DEPLOY

•  Northwest Analytics Segment
•  Target Account = YES
•  Marketing Technology = AA, GA Premium
•  Geo = Oregon, Washington, Northern California
•  Software & Tech
•  Industry = Software & Tech
•  Eloqua Users
•  Marketing Tech = Eloqua
•  Analytics Customers
Target Segments

Nuances to remember
•  This is not just a Marketing exercise
•  Apply Art to Science
•  Agree on definitions and sources of truth for
each attribute
•  Lists evolve - Include outliers
•  Look for unexpected patterns

DISCUSSION

ABM at Demandbase
•  Shari Johnston
•  Sr. Dir. Marketing
•  Shari Bio
•  Gabe Rogol
•  VP, Sales
•  Gabe Bio

Results
•  Decrease in Lead Volume passed to MDT 70%
•  10% Increase Inquiry to MQL since January
•  12% Increase in SAL to Pipeline
•  Increase in Web Engagement for our Target
Accounts
•  6% Prospect
•  5% Customer

Gather
• Constituents – Sales, Marketing, Business
• Attributes – Describe your market segments
• Customers – Your best customers
Target Account List Foundation
Test
• Test Assumptions against best customers
• Build additional attributes & attribute values
• Expand/Drop attribute list
Finalize
• Set of attributes and values
• Universe of Targetable Accounts
• Maintenance and Review Process
Deploy
2
1
3
4
• Create Segments of MVCs
• Map experiences and benchmark
• Attract – Engage – Convert – Measure

What should you do next?
Where are our customers with ABM?
Eager to Learn
- Haven’t begun ABM
- 
Eager to Start
- Need to get started
- Alignment/Buy-in exists
- Need tools/help to get started
with Target Account List process
Eager to Continue
Eager to Improve/Share

•  Build list of most valued companies/customers
•  Receive list of attributes that describe these accounts
•  Receive list of attributes that allow you to include
most accounts
•  Receive the GOLD list - most targetable list of target
accounts
•  Target Account List seamlessly setup as Account
Watch attributes for Analytics and Content and as
Target Lists for CTA
Account Based Marketing Service

What’s Your Number?
Identifying and Targeting MVCs
•  Location :
•  Time :
Analytics and Personalization
Measuring and Creating Engagement
•  Location :
•  Time :
Which Workshop is next?

APPENDIX

Develop a Strategic Plan
•  Align sales to new logo acquisition for these
shared targets
•  Focus Marketing on only these accounts
•  Are they on your site?
•  Advertise to them
•  Engage them on your site
•  Work with vendors who can
provide leads only from
your target accounts
•  Create new nurtures
•  Target
•  Non-Target
•  MDT Talk Tracks
•  In Pipe & Customer Marketing

Process & Systems
•  Systems
•  Website!
•  Demandbase
•  M Automation
•  SFDC
•  CMS
•  Full Circle CRM
•  Processes
•  Targets for all
•  Qtrly List Review
•  MDT Qualification
Limits
•  Training for all
•  Weekly Alignment
Meetings

Adobe®
Analytics
Digital
Analytics
Adobe®
Experience
Manager
Adobe®
Target
The Demandbase Platform & Ecosystem
Real-time Identification Engine
Company-
Targeted
Advertising
Website Optimization Suite
Analytics Content
Targeting
Forms Chat
Sales IQ Suite
CRM Chat

What Can I Do Now to Get Started?!
•  Check out our ABM Resource Center
•  http://www.demandbase.com/account-based-
marketing/
•  Talk to Sales about possible impacts of ABM
•  Consider implications of implementing ABM
•  Start with your customers- Research Project
•  Build your target list
•  Plan to iterate!
jenpw@demandbase.com
@jenpwkboxer

Account-Based Marketing: Foundations and Strategy

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