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How Account-Based Marketing Increases Close Rates by More Than 57%

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Most B2B marketers have accepted that the sales team will never be satisfied with their efforts. Buyers are moving online and conducting more than 2/3 of their research anonymously before contacting a vendor, leaving sales and marketing pointing fingers at each other as to why they are missing their forecasts. But there is a way to break the cycle and beat those forecasts; and it’s called Account-Based Marketing (ABM).
During the interactive webinar, we’ll discuss how ABM is delivering on the promise of B2B marketing and sales performance by:
- Aligning the focus of both marketing and sales to work in harmony, not silos
- Making marketing and sales more effective by focusing on what matters the most; accounts
- Understanding the nature of a B2B Buyer and using the right metrics to measure success
- Increasing close rates by more than 57% and Annual Contract Values by more than 30%

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How Account-Based Marketing Increases Close Rates by More Than 57%

  1. 1. Bridging the Great Divide: How Account-Based Marketing Increases Close Rates by More than 57% John Dering Director, Marketing Programs Demandbase @D_Rang
  2. 2. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 2 The sales and marketing divide MARKETING SALES Leads Personas Quantity Individuals Opportunities Buyers/Influencers Quality Accounts
  3. 3. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 3 The result… MARKETING “We delivered 1,238 MQLs this quarter. +27% above goal!” SALES “Marketing isn’t supporting us”
  4. 4. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 4 Focusing on volume wastes time and money 4.4% Inquiries Convert .03% Inquiries to closed/won Source: Sirius Decisions
  5. 5. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 5 Leads aren’t valued… of marketing generated leads are never followed up by sales. 50% - Miller Pierce, 2014 VOC Study
  6. 6. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 6 The buying process happens before the lead is created SALES CALL LEAD SOCIAL MEDIA WEBSITE VISIT SEARCH DETERMINE PROBLEM WEBSITE VISIT WEB RESEARCH FRIENDS AND FAMILY Typical B2B Buying Process
  7. 7. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 7 B2C and B2B are different TARGET DECISION MAKER SALES BUYING CYCLE BUYING DECISION QUALIFICATIONS COST OF SALE Target accounts Buying Groups Low transaction volume Typically high value Long Months Rational Company attributes High Masses Individual High transaction volume Typically low value Short Impulse - days Emotional Taste, Behavior, Lifestyle Low Target Decision Maker Sales Buying Cycle Buying Decision Qualifications Cost of Sale B2C B2B
  8. 8. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 8 B2B can’t use B2C tactics Spray and Pray • Quantity ≠ quality • Wasted resources Persona Marketing • Targeting based on behaviors • Right person, wrong company Targeting Accounts • B2B buys & sells by account • Aligns marketing with sales/revenue ✔
  9. 9. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 9 Account-Based Marketing Identify the companies most likely to buy, and then market to them
  10. 10. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 10 Account-Based Marketing Identify the companies most likely to buy, and then market to them
  11. 11. 1. SiriusDecisions’ “2015 State of Account-Based Marketing” 2. Demand Metric “Defining Digital Impact in the B2B Enterprise” of companies said Account-Based Marketing is “extremely” or “very” important to their efforts. 192% of marketers employing ABM stated they are aligned with sales. 191% of companies employing ABM plan to invest more in technology over the next 12 months. 161% of B2B companies are aware of ABM. 2 75%
  12. 12. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 12 Why Account-Based Marketing? • 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
  13. 13. Account-Based Marketing at Demandbase
  14. 14. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 14 The process  Identify stakeholders in marketing and sales  Establish target account list  Both marketing and sales stakeholders  Develop marketing and sales engagement plans around those accounts  Execute marketing programs  Measure  Refresh target list quarterly
  15. 15. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 15 Identifying key account attributes Overall technology applications used Complexity of website Social Activity Revenue 1 2 3 4 Multimedia TechnologiesAnalytics Marketing Automation Web Hosting Platforms Live Chat
  16. 16. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 16 The DB3K
  17. 17. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 17 Segment by sales regions Source: US Census Bureau
  18. 18. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 18 Territory and account planning Overview + Brainstorm + Align Marketing + Sales + SDR WHO WHAT
  19. 19. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 19 The territory planning process Marketing Planning Demand Generation Field Marketing Database Campaigns Sales Team Presentations Review Programs Brainstorm Additions Align Account Focus DB1500+ Final Plan Additional Territory Activities Monthly Review Perf Man Analysis Program Execution Recommended Edits -4 weeks End of 1st and 2nd Months -2 weeks Quarter Start
  20. 20. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 20 Field event prioritization
  21. 21. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 21 Target Geo: Midwest Total Accounts in Territory: 270 • # Touched by Q3 Programs: 135 • Average # of Contacts per account: 6 • Average # of Touches per Contact: 7.5 Q3 Activities: • Advertising campaign • B2B retargeting • Field Marketing Event: Aug 7 • # of pipeline opportunities: 4 • Won Deals: 1 • Content Marketing World (Cleveland): September 8 • Prospect Luncheon (Cleveland): September 10
  22. 22. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 22 Measure by territory Programs executing this quarter: • Advertising campaign • B2B Retargeting • Chicago Field Program • Cleveland Appt Setting Campaign • Content Marketing World August July Performance Assessment: • Saw 5 more target accounts engaged this month. • 6 key accounts engaged in in-person activities. • General upswing in engagement, but not as much as planned. • Q4 programs increased to address this. $190,350 $375,500 15 27
  23. 23. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 23 Personalize the experience
  24. 24. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 24 DB3k vs Non DB3k Accounts Sales Team Close Rate ACV Funnel Velocity Enterprise +285% +35% +2% Mid Market +166% +40% -20% Advertising +57% +31% +65%
  25. 25. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 25 Take-Aways for Account-Based Marketing 1. Partner with sales counterparts and key stakeholders to align on which accounts matter the most to your business 2. Focus your marketing efforts and measurements almost exclusively on that list of accounts 3. The time is now! Research shows that over 50% of B2B marketers are either using or testing ABM
  26. 26. Bridging the Great Divide: How Account-Based Marketing Increases Close Rates by More than 57% John Dering Director, Marketing Programs Demandbase @D_Rang

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