How to Rebuild for An All-Digital Future

•

1 like•1,140 views

Seventy-six percent of financial services customers expect firms to understand their needs. So how do you become better at orchestrating buying experiences and align sales & marketing to drive revenue?

Marketing

2
Copyright © 2022 Demandbase
✓ Introduction
✓ What is account intelligence?
✓ Tara’s Winning ABM Approach: Crawl,
Walk, Run
✓ What’s the payoff?
✓ Q&A
Agenda

3
Copyright © 2022 Demandbase
About Me
● Finserv Product Marketing Director, Demandbase
● Martech Background in Finserv
● B2C > B2B Marketer

5
Copyright © 2022 Demandbase
Pains to Change OWN IT!
1. Hard, slow, manual
2. Lead routing was broken
3. Who was coming to our site?
4. Advertising
5. Silos EVERYWHERE
Tara’s Tip: “We needed account intelligence to drive
better business results and power our ABM strategy”

6
Copyright © 2022 Demandbase
● Wrong content to the
wrong audience
● Poor budget
allocation
● Lower win rates
● Right content at
the right time
● Efficient Marketing
spend
● Higher win rates
Why Account Intelligence is the Answer
YES

7
Copyright © 2022 Demandbase
What is Account Intelligence?
Account Intelligence= 3rd Party Data + 1st Party Data
Offline:
● Company Information
● Technographics
● Industry Trends
Online:
● Emails and meetings
● Web visits
● Advertising data
● Product usage

8
Copyright © 2022 Demandbase 8
Copyright © 2022 Demandbase
5 Traits
to get started
3 Pitfalls
to avoid
&

9
Copyright © 2022 Demandbase
1. Understand the problem you’re
trying to solve
2. Focus on business and revenue
metrics
3. Make the Sales team an
extension of the Marketing
team
4. Try, Learn, Iterate, Scale
5. Thoughtful Segmentation of
your Audience
5 DO’S…

10
Copyright © 2022 Demandbase
1. Overcomplicate ABM
2. Buy technology to “do ABM”
3. Think it is just a marketing
initiative
…AND 3 DON’TS

11
Copyright © 2022 Demandbase
Run
90 Days - Yr. 2: Evolve to the next level
of success by operationalizing
intelligence, at scale:
● Content mapping by journey stage
● Increase awareness with b2b
Advertising
● Automated reporting for Sales
An ABM strategy - walk to ﬂy
Walk
My first 90 days was to lay the building
blocks for success.
Kick started with 3 quick wins:
● Build TAL
● Uncovering accounts on your site
● Educate & evangelize ABM
Fly
Year 3 & Beyond: Demandbase as the
heartbeat of Sales & Marketing
workflows:
● Introduce to other Sales teams
● Multi-Channel Personalization
● Feeding data into Azure to
power Tableau dashboards for
CMO + team

12
Copyright © 2022 Demandbase
Walk - Building your account list
Your list should include
● In market?
● Propensity to buy?
● Aligned with sales
on account?

13
Copyright © 2022 Demandbase
The Right Content The Right Time
1:FEW
AE TOP ACCTS
1:1
Strategic
Aware
Engaged
MQA
Opportunity
Customer
Expansion
Opp
Expansion Won
Qualified
The Right Account
Run- Content Mapping
Aware
Engaged
MQA

14
Copyright © 2022 Demandbase
Fly - Scaling ABM
● Aligned goals between Marketing & Sales
● Stand ups & Business reviews across teams
● Creating personalized omni-channel experiences
● Improvement on NPS scores & Customer retention

15
Copyright © 2022 Demandbase
Thank you!
YOU’RE
DEE
BEST!

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How to Rebuild for An All-Digital Future

4. 4 Copyright © 2022 Demandbase ABM at a Finserv Team Structure: ● Demand Gen Squad ● Core ABM Team: Sales + BD + RM + Marketing ● Key Partners: Brand/Content, Digital Web, Analytics, Agency Key Responsibilities: ● TAL build ● Lead the digital marketing strategy + sales enablement ● Personalized content + offer ABM Objectives: ● Revenue ● Making Sales smarter ● Raise the “tide” of B2B marketers at Finserv Key Deliverables: ● 1:1 & 1:few account recommendations ● Sales Enablement Plans ● Omni-Channel digital experiences

5. 5 Copyright © 2022 Demandbase Pains to Change OWN IT! 1. Hard, slow, manual 2. Lead routing was broken 3. Who was coming to our site? 4. Advertising 5. Silos EVERYWHERE Tara’s Tip: “We needed account intelligence to drive better business results and power our ABM strategy”

6. 6 Copyright © 2022 Demandbase ● Wrong content to the wrong audience ● Poor budget allocation ● Lower win rates ● Right content at the right time ● Efficient Marketing spend ● Higher win rates Why Account Intelligence is the Answer YES

7. 7 Copyright © 2022 Demandbase What is Account Intelligence? Account Intelligence= 3rd Party Data + 1st Party Data Offline: ● Company Information ● Technographics ● Industry Trends Online: ● Emails and meetings ● Web visits ● Advertising data ● Product usage

9. 9 Copyright © 2022 Demandbase 1. Understand the problem you’re trying to solve 2. Focus on business and revenue metrics 3. Make the Sales team an extension of the Marketing team 4. Try, Learn, Iterate, Scale 5. Thoughtful Segmentation of your Audience 5 DO’S…

11. 11 Copyright © 2022 Demandbase Run 90 Days - Yr. 2: Evolve to the next level of success by operationalizing intelligence, at scale: ● Content mapping by journey stage ● Increase awareness with b2b Advertising ● Automated reporting for Sales An ABM strategy - walk to ﬂy Walk My first 90 days was to lay the building blocks for success. Kick started with 3 quick wins: ● Build TAL ● Uncovering accounts on your site ● Educate & evangelize ABM Fly Year 3 & Beyond: Demandbase as the heartbeat of Sales & Marketing workflows: ● Introduce to other Sales teams ● Multi-Channel Personalization ● Feeding data into Azure to power Tableau dashboards for CMO + team

13. 13 Copyright © 2022 Demandbase The Right Content The Right Time 1:FEW AE TOP ACCTS 1:1 Strategic Aware Engaged MQA Opportunity Customer Expansion Opp Expansion Won Qualified The Right Account Run- Content Mapping Aware Engaged MQA

14. 14 Copyright © 2022 Demandbase Fly - Scaling ABM ● Aligned goals between Marketing & Sales ● Stand ups & Business reviews across teams ● Creating personalized omni-channel experiences ● Improvement on NPS scores & Customer retention

How to Rebuild for An All-Digital Future

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