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B2B Segmentation Strategies

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Presentation shared at Marketing Innovation Summit for B2B.

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B2B Segmentation Strategies

  1. 1. B2B ACCOUNT-BASED MARKETING SEGMENTATION MARKETING INNOVATION SUMMIT FOR B2B presented by #B2BSummit | @Demandbase April 29-30, 2015 | AT&T Park, San Francisco, CA
  2. 2. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 2 Agenda §  Segmentation in Account-Based Marketing §  Building a list §  Segmenting techniques §  Goal Setting
  3. 3. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 3 SEGMENTATION IN ACCOUN-BASED MARKETING
  4. 4. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 4 Misaligned priorities create a chasm SALESMARKETING Leads Personas Quantity Individuals Opportunities Buyers/Influencers Quality Accounts
  5. 5. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 5 What is your buying universe? Source: US Census Bureau U.S. Businesses: 28 million >1 Employee: 6 million $10M+: 200,000 $100M+: 20,000 $1B+: 2,000 …most B2B companies target 2,000-5,000 accounts total
  6. 6. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 6 Why Account-Based Marketing? 6 •  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
  7. 7. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 7 MARKETING INNOVATION SUMMIT FOR B2B presented by Building a priority account list
  8. 8. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 8 Focus on what matters: Accounts Identify the right accounts Market to those accounts Measure by accounts STEP 1 STEP 2 STEP 3
  9. 9. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 9 PRIORITIZEITERATEBUILD LIST MAINTAIN The Process GATHER
  10. 10. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 10 Gather Stakeholders §  This is not a “Marketing” project §  Common Stated Goal §  Assumptions of your target segment attributes and values §  What is the sweet spot (industry, revenue range, employee size, geo, install base?) §  Who are your Best Customers? §  What companies results in the most revenue for the company?
  11. 11. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 11 Exercise: Who are the top stakeholders? Sales Marketing … Digital/Content Marketing Field Marketing CMO … Field Sales Leaders Inside Sales Leaders CRO Name Title
  12. 12. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 12 Build List: Who are our best customers? Company Name What makes them a great customer?
  13. 13. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 13 Exercise: Building a Target Account List Attributes Values Industry Ex. Software and Tech Revenue > $ 1 billion Employees 500 + Geography Southwest
  14. 14. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 14 Demandbase’s Attributes and Values Attributes Values Web Traffic Very High, High, Medium Marketing Tech Adobe Analytics, Drupal, Google Analytics, Eloqua, Marketo, Optimizely Geography US & Canada Industry Software and Tech, Business, Healthcare, FinServ
  15. 15. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 15 Iterate: Getting the best list possible §  Test assumptions against best customers §  Look for patterns in the outliers §  Are outliers truly outliers? §  Are certain attributes and values common? §  Expand and drop attributes & attribute values
  16. 16. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 16 What do Customers look like? 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 Manufacturing >1Bn >1000 B2B Low Eloqua, Google Analytics JP Morgan Financial Services >1Bn >1000 B2B High Adobe, Marketo Cisco Telecom >1Bn >1000 B2B Very High Adobe Analytics, Insight, Marketo
  17. 17. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 17 Prioritize: Put your money where your list is §  Set of attributes and attribute values §  Prioritized List of Target Accounts §  By business cycle, by revenue potential §  Leave room for “outliers”
  18. 18. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 18 Creating Segments from Your List §  Top Verticals §  Best Customers §  Sales Territories, Business Unit, Department, Product §  Marketing need – Horizontal, upsell, renewal? §  What accounts do you always want to be in front of? §  The larger universe of prospective companies that could potentially buy your product (it’s not as big a list as you think)…
  19. 19. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 19 Maintain §  Process and criteria for adding/deleting accounts (quarterly, bi annual?) §  Attribute and list review cycle §  Single Source of Truth §  Ownership of process §  Keep stakeholders involved
  20. 20. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 20 SETTING GOALS
  21. 21. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 21 Goal Types CONVERT How do you define conversions for this segment? ATTRACT Is this segment on my site currently? If not, how can I get them there? ENGAGE What content and messaging are you using to drive engagement?
  22. 22. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 22 Exercise: Goal Setting Type Goal Target KPI Engage Navigate between pages   +X% increase in Page views   View content   +X% increase in Scroll Depth (or Time on Page)   Convert Submit Contact Form   +X% form submits   Request Demo   +X% demo requests  
  23. 23. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 23 Segments connect disparate marketing tech CONVERT Advertising Analytics Content Management Marketing Automation CRM ENGAGEMEASUREATTRACT
  24. 24. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 24 Top Questions §  Core stakeholders? §  100-500 Most Valuable Companies (MVC’s)? §  3 highest priority segments? §  Business objective for top segments? §  Which channels attract top segments? §  What content and messaging engages? §  What is a conversion for each segment?
  25. 25. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 25 In closing §  Building a target account list aligns sales and marketing efforts §  Segmenting your list helps prioritize and focus marketing efforts §  Measure success in attracting, engaging, and converting each segment…true impact on revenue
  26. 26. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 26 THANK YOU!

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