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Beyond the Buzz: Making B2B Data Work for Account-Based Marketing

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We all want to be data-driven marketers, but the truth is, when it comes to B2B, data isn’t a silver bullet. In fact, data can end causing more problems than it solves if you don’t understand what you’re looking for or how to apply it correctly. In this webinar, Mike Hilts, SVP of Product and Mark Yatman, Lead Consultant, will discuss the current data landscape, common pitfalls and strategies for turning data into actionable insight.

In this webinar you’ll learn:

- The best types of data to leverage, and what to avoid
- Which data and metrics best support your B2B strategy
- How to align your data with marketing programs and goals

Published in: Marketing
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Beyond the Buzz: Making B2B Data Work for Account-Based Marketing

  1. 1. BEYOND THE BUZZ MAKING B2B DATA WORK FOR ACCOUNT-BASED MARKETING Mark Yatman Lead Strategic Consultant | Demandbase Mike Hilts SVP, Product | Demandbase
  2. 2. TODAY’S PRESENTERS MIKE HILTS SVP, Product Demandbase MARK YATMAN Lead Strategic Consultant Demandbase
  3. 3. AGENDA § Business Data Basics § B2B Data Challenges and Risks § Relevancy and Actionability § Use Cases and Best Practices § Q&A
  4. 4. © 2017 DEMANDBASE | SLIDE 4 B2B BUYING BEHAVIOR HAS CHANGED 67% Of the buyer’s journey is now done digitally SiriusDecisions, CEB, Crimson Marketing, 70% Of B2B buyers use social media as a research tool 6.8Average size of today’s B2B buying group 39% Find the buying process overwhelming
  5. 5. © 2017 DEMANDBASE | SLIDE 5 B2B DATA BASICS Business Credit and Direct Marketing Data § Offline sources (traditionally) § Firmographics and hierarchies § Complex but static view Modified and Enhanced for use Online and in ABM § Joined with IP address, Browser Cookies & Devices § Merged with behavioral/user data § Dynamic and desires to be anonymous Healthcare Manufacturing Construction Logistics
  6. 6. © 2017 DEMANDBASE | SLIDE 6 BLANK SLIDE Digital Footprint is the only way to get complete account data across the funnel § Requires building relationships across end users, accounts and identity keys § Enables identification of target accounts at work, at home and in between ACCOUNT USERS ACCESS THE WEB FROM EVERYWHERE
  7. 7. © 2017 DEMANDBASE | SLIDE 7 New IPs ASSIGNED Periodically License IP From ISPs Small Businesses CHALLENGES OF IP IDENTIFICATION One Umbrella of IP Addresses 100s and1,000s of Sub IP Addresses Large Businesses Website Coverage: 20% Registry matching and reverse DNS 40% Advanced Clustering Algorithms 60%+ Advanced Machine Learning: AI Hard! Really Hard! Really, Really Hard! Data
  8. 8. © 2017 DEMANDBASE | SLIDE 8 CHALLENGES OF COOKIE IDENTIFICATION Professional Contacts Target Accounts Onboarding 5-10% Look-a-likes Householding Optimized for Advertising Advertising Good! Bad! Analytics & Actionability
  9. 9. © 2017 DEMANDBASE | SLIDE 9 CHALLENGES OF IDENTIFICATION BotsNon-Business Qualified Businesses ISPs & Data Centers Wireless Providers 1. Incorrectly identifying ISPs and data centers as companies 2. Incorrectly identifying hosted security and proxy providers as companies 3. Incorrectly identifying bot traffic (or inability to classify) 4. Incorrectly classifying non- business traffic as business traffic 5. Classifications that are not actionable for ABM
  10. 10. © 2017 DEMANDBASE | SLIDE 10 SOLVING FOR IDENTIFICATION Device Cookie IP Identify users on corporate networks and use cookies to identify when off-network Use cookies to understand user behaviors and business intent Identify users within applications and other environments
  11. 11. © 2016 DEMANDBASE / SLIDE 11 MAKING IT ACTIONABLE USE CASES ACROSS THE FUNNEL § Analytics § Advertising § Personalization § Conversion MEASURE CLOSE CONVERT ENGAGE IDENTIFY ATTRACT
  12. 12. USE CASES & BEST PRACTICES
  13. 13. © 2017 DEMANDBASE | SLIDE 13 USE CASE #1: INDUSTRY DATA 6,801 28% 4309 18% 2150 9% 8743 37% 759 3% 1120 5% Monthly Industry Visitors Telecommunications Energy & Utilities Financial Services Software & Technology Education Other § Industry Data provides actionable target audience § Personalization the Telecommunications improves engagement through creative with Industry specific messaging KPI’s Leading Pages/Session Visitor Depth Form Velocity Lagging Lead Generation Gated Asset Consumption
  14. 14. © 2017 DEMANDBASE | SLIDE 14 USE CASE #2: 1st PARTY DATA Account Watch CRM Data Social Traffic Direct Traffic Campaign Traffic Organic Traffic § 1st party data provides account ownership, account ID’s and Stage data § CRM Data loaded into an account watch is made actionable through onsite personalization and form enrichment Customer Name Email Company Question........... DB Company Account Owner Account ID HiddenFields Industry KPI’s Leading Pages/Session Visitor Depth Form Velocity Conversion Rate Data Quality Lagging Lead Generation Gated Asset Consumption SQL – MQL Rate Win Rate
  15. 15. © 2017 DEMANDBASE|SLIDE 15 BUYER JOURNEY MAPPING 0 10 20 30 40 0 5 10 15 20 25 WeeksUsers Pageviews Open Close Stage 1 Stage 2 Stage 3 Stage Events Clients PDF downloads Content Solutions Site Section Security Insights section Stage Events Industry PDF downloads Registration for Events Clients PDF downloads Content Client Story site section Solutions Site Section Security Insights Section About us Section Stage Events Industry PDF downloads Media Center PDF Downloads Clients PDF Download Contact form Content Media Center Site Sections Tech & Capabilities Site Section Client Story site section Solutions Site Section Security Insights Section
  16. 16. © 2017 DEMANDBASE | SLIDE 16 USING DATA TO ASSIST BUYERS JOURNEY Stage 1 Stage 2 Stage 3 CRM Data Sales Stage 1 Sales Stage 2 Sales Stage 3 Behavior Industry PDF Download And Solutions Site Section Security Insights section Behavior Industry PDF downloads Registration for Events Clients PDF downloads and Client Stories site section Solutions Site Section Security Insights Section About Us Section Behavior Industry PDF downloads Media Center PDF Downloads Clients PDF Download Contact form and Media Center Site Sections Tech & Capabilities Site Section Client Story site section Solutions Site Section Security Insights Section Stage 1 Stage 2 Stage 3 Industry Based Messaging
  17. 17. Q&A

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