Optimizing Success with Account-Based Marketing: How Veracde Engaged 50% of Targeted Accounts
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http://www.demandbase.com As a B2B marketer, you won’t get the best results using the same old built-for-B2C display marketing strategies. This often leaves B2B marketers scratching their heads when it comes to evaluating success and proving ROI on display advertising. Veracode realized early on that they needed to rethink the way they spent their ad dollars. In this session, John Dering, Director of Marketing Programs at Demandbase will showcase the new B2B display ad imperative with Patty Foley-Reid, Director of Marketing & Demand Gen Solutions at Veracode. Patty will share her journey of using technology to apply an Account-Based Advertising strategy to reach her target accounts with personalized display ads. She’ll also share the key steps to building an ROI-focused display campaign: • Identifying key segments and prioritizing accounts • Leveraging data from the Sales team and customers to drive higher performance • What worked – and what didn’t work – when driving personalized ads to engage key accounts and target industries • Ongoing measurement to optimize, iterate and evangelize their efforts
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Optimizing Success with Account-Based Marketing: How Veracde Engaged 50% of Targeted Accounts
- 1. ©2014 Copyright Demandbase, Inc. Demandbase Confidential. 1 John Dering Director, Marketing Programs Demandbase Optimizing Success with Account- Based Marketing: How Veracode Engaged 50% of Targeted Accounts Patty Foley-Reid Director, Demand Generation Veracode
- 2. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 2 B2B Marketers face several challenges
- 3. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 3 B2B Marketers face several challenges Attract the right audience1
- 4. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 4 B2B Marketers face several challenges Attract the right audience1 82% of B2B website visitors are not potential customers
- 5. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 5 B2B Marketers face several challenges Attract the right audience1 Engage with the right content2 82% of B2B website visitors are not potential customers
- 6. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 6 B2B Marketers face several challenges Attract the right audience1 Engage with the right content2 82% of B2B website visitors are not potential customers 60% of website visitors bounce w/o interaction after one page
- 7. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 7 B2B Marketers face several challenges Attract the right audience1 Engage with the right content2 Produce better leads3 82% of B2B website visitors are not potential customers 60% of website visitors bounce w/o interaction after one page
- 8. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 8 B2B Marketers face several challenges Attract the right audience1 Engage with the right content2 Produce better leads3 82% of B2B website visitors are not potential customers 60% of website visitors bounce w/o interaction after one page 97% of website visitors ignore calls-to-action and remain unknown
- 9. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 9 B2B Marketers face several challenges Attract the right audience1 Engage with the right content2 Produce better leads3 Understand whether programs are working, and prove ROI 4 82% of B2B website visitors are not potential customers 60% of website visitors bounce w/o interaction after one page 97% of website visitors ignore calls-to-action and remain unknown
- 10. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 10 B2B Marketers face several challenges Attract the right audience1 Engage with the right content2 Produce better leads3 Understand whether programs are working, and prove ROI 4 82% of B2B website visitors are not potential customers 60% of website visitors bounce w/o interaction after one page 97% of website visitors ignore calls-to-action and remain unknown 67% of CMOs struggle to prove the long-term impact of spending
- 11. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 11 Marketing funnel activity is disconnected
- 12. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 12 ATTRACT ENGAGE CONVERT Marketing funnel activity is disconnected
- 13. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 13 Misaligned priorities create a chasm MARKETING SALES Leads Personas Quantity Individuals Opportunities Buyers/Influencers Quality Accounts
- 14. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 14 Focus on what matters: Accounts Identify the right accounts Market to those accounts Measure by accounts STEP 1 STEP 2 STEP 3
- 15. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 15 Targeting accounts is optimal for B2B Focuses on best opportunities1 Builds consensus across buying team2 Supports the Sales reality3 Delivers optimal, customer-centric experiences4 Tie Marketing programs directly to revenue5
- 16. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 16 The Reality of ABM Adoption Source: SiriusDecisions - 2015 State of Account-Based Marketing Study
- 17. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 17 The Reality of ABM Adoption Source: SiriusDecisions - 2015 State of Account-Based Marketing Study 92% Recognize the value of Account- Based Marketing
- 18. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 18 The Reality of ABM Adoption Source: SiriusDecisions - 2015 State of Account-Based Marketing Study 92% 52% Have have at least a pilot in place
- 19. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 19 The Reality of ABM Adoption Source: SiriusDecisions - 2015 State of Account-Based Marketing Study 92% 52% 20% Have ABM programs older than 1 year
- 20. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 20 The Reality of ABM Adoption Source: SiriusDecisions - 2015 State of Account-Based Marketing Study 92% 52% 20% Account-Based Marketing is here to stay. Now is the time to get started!
- 21. How to Optimize Results with an ABM Strategy Patty Foley-Reid Director, Solutions Marketing and Demand Generation pfoleyreid@Veracode.com @pattyfoleyreid
- 22. 22 Business Development Marketing to Sales Handoff High Value Activities Sales Number of Deals Won Revenue Sales Number of Opportunities Opportunity Value Marketing Inbound Outbound
- 23. 23 Business Development Marketing to Sales Handoff High Value Activities Sales Number of Deals Won Revenue Sales Number of Opportunities Opportunity Value Marketing Inbound Outbound Accelerate Sales Cycle
- 24. 24 Business Development Marketing to Sales Handoff High Value Activities Sales Number of Deals Won Revenue Sales Number of Opportunities Opportunity Value Marketing Inbound Outbound Accelerate Sales Cycle Increase Volume
- 25. 25 Business Development Marketing to Sales Handoff High Value Activities Sales Number of Deals Won Revenue Sales Number of Opportunities Opportunity Value Marketing Inbound Outbound Accelerate Sales Cycle Increase Volume Impact Bottom Line
- 26. 26 RESULTING IN GROWTH OF INCREMENTAL NET NEW NAMED ACCOUNT PIPELINE 2013 2014 Incremental Pipeline Marketing Activities 83% increase 52% increase
- 27. 27 WITH SOFTWARE INNOVATION COMES RISK
- 28. 28 WITH SOFTWARE INNOVATION COMES RISK …and many others
- 29. 29 Target SMALL!Grow BIG! CEO CMO
- 31. 31 ADVERTISE TO <1000 ACCOUNTS?
- 32. 32
- 33. 33 PJA ad agency IDG Research OnCorps Consulting Platform
- 34. 34 THE PLAN 280 accounts (suspects & prospects) 3 month “Assessment Page” campaign Security articles in “executive-type” news outlets A/B test industry and company names
- 35. 35 Advertising campaign Landing page Answer 5 questions Sign-in to get report Email pdf BizDev team follow-up about results Marketo Salesforce OnCorps Drupal THE PROCESS
- 36. 36 Advertising campaign Landing page Answer 5 questions Sign-in to get pdf Email pdf 226 90 9 0 BizDev team follow-up about results YIKES!!!
- 37. 37 Account-Based Marketing is not a linear process
- 39. 39 THIS CAMPAIGN WAS A HUGE SUCCESS 38% of Suspects were net new visitors 144 accounts lifted
- 40. 40 NET NEW NAMED ACCOUNT LAND THIS CAMPAIGN WAS A HUGE SUCCESS PASSED INTELLIGENCE
- 41. 41
- 42. 42 RETHINK
- 43. 43 RETHINK From Passing Leads To Passing Intelligence
- 44. 44 RETHINK From Passing Leads To Passing Intelligence
- 45. 45 Business Development Marketing to Sales Handoff High Value Activities Sales Number of Deals Won Revenue Sales Number of Opportunities Opportunity Value Marketing Inbound Outbound
- 46. 46 Business Development Marketing to Sales Handoff High Value Activities Sales Number of Deals Won Revenue Sales Number of Opportunities Opportunity Value Marketing Inbound Outbound Accelerate Sales Cycle
- 47. 47 Business Development Marketing to Sales Handoff High Value Activities Sales Number of Deals Won Revenue Sales Number of Opportunities Opportunity Value Marketing Inbound Outbound Accelerate Sales Cycle Increase Volume
- 48. 48 Business Development Marketing to Sales Handoff High Value Activities Sales Number of Deals Won Revenue Sales Number of Opportunities Opportunity Value Marketing Inbound Outbound Accelerate Sales Cycle Increase Volume Impact Bottom Line
- 49. 49 RESULTING IN GROWTH OF INCREMENTAL NET NEW NAMED ACCOUNT PIPELINE 2013 2014 Incremental Pipeline Marketing Activities 83% increase 52% increase
- 50. How to Optimize Results with an ABM Strategy Patty Foley-Reid Director, Solutions Marketing and Demand Generation pfoleyreid@Veracode.com @pattyfoleyreid
- 51. ©2014 Copyright Demandbase, Inc. Demandbase Confidential. 51 John Dering Director, Marketing Programs Demandbase jdering@demandbase.com Optimizing Success with Account- Based Marketing: How Veracode Engaged 50% of Targeted Accounts Patty Foley-Reid Director, Demand Generation Veracode
Editor's Notes
- It’s a challenging time to be a marketer: Buyers are media savvy and immune to the same old “tricks” We all have numerous demands on our attention and time And there are increasing amounts of competition and noise from all sides… Specifically, for B2B, there are 4 main areas that are part of our mandate, but where there still seems to be a fair amount of struggle: Attract the right audience…potential customers/buyers…and bring them to the website – In our work and analysis of 200+ clients’ website traffic, 2 billion+ website visits we’ve seen that an average of 82% of B2B website visitors aren’t from identifiable companies at all (Residential, Wireless, Bots, SOHOs, etc.). Engage that right audience with the right content – On an average B2B website, around 60% of B2B website visitors visit one page and don’t complete one interaction (bounce). –Marketo (and others) Product better leads…and make Sales happy – 97% of website visitors will never complete a goal, or fill out a form…remaining anonymous. –Based on industry average conversion rates (2-5%, Adobe) Understand whether programs are working, and prove ROI – 67% of CMOs struggle to prove the long-term impact of their spending. –The CMO Survey, Sept. 2014 http://www.marketingcharts.com/traditional/us-cmos-dogged-by-roi-questions-45708/attachment/dukecmosurvey-measuring-biz-impact-social-mktg-spend-sept2014/
- It’s a challenging time to be a marketer: Buyers are media savvy and immune to the same old “tricks” We all have numerous demands on our attention and time And there are increasing amounts of competition and noise from all sides… Specifically, for B2B, there are 4 main areas that are part of our mandate, but where there still seems to be a fair amount of struggle: Attract the right audience…potential customers/buyers…and bring them to the website – In our work and analysis of 200+ clients’ website traffic, 2 billion+ website visits we’ve seen that an average of 82% of B2B website visitors aren’t from identifiable companies at all (Residential, Wireless, Bots, SOHOs, etc.). Engage that right audience with the right content – On an average B2B website, around 60% of B2B website visitors visit one page and don’t complete one interaction (bounce). –Marketo (and others) Product better leads…and make Sales happy – 97% of website visitors will never complete a goal, or fill out a form…remaining anonymous. –Based on industry average conversion rates (2-5%, Adobe) Understand whether programs are working, and prove ROI – 67% of CMOs struggle to prove the long-term impact of their spending. –The CMO Survey, Sept. 2014 http://www.marketingcharts.com/traditional/us-cmos-dogged-by-roi-questions-45708/attachment/dukecmosurvey-measuring-biz-impact-social-mktg-spend-sept2014/
- It’s a challenging time to be a marketer: Buyers are media savvy and immune to the same old “tricks” We all have numerous demands on our attention and time And there are increasing amounts of competition and noise from all sides… Specifically, for B2B, there are 4 main areas that are part of our mandate, but where there still seems to be a fair amount of struggle: Attract the right audience…potential customers/buyers…and bring them to the website – In our work and analysis of 200+ clients’ website traffic, 2 billion+ website visits we’ve seen that an average of 82% of B2B website visitors aren’t from identifiable companies at all (Residential, Wireless, Bots, SOHOs, etc.). Engage that right audience with the right content – On an average B2B website, around 60% of B2B website visitors visit one page and don’t complete one interaction (bounce). –Marketo (and others) Product better leads…and make Sales happy – 97% of website visitors will never complete a goal, or fill out a form…remaining anonymous. –Based on industry average conversion rates (2-5%, Adobe) Understand whether programs are working, and prove ROI – 67% of CMOs struggle to prove the long-term impact of their spending. –The CMO Survey, Sept. 2014 http://www.marketingcharts.com/traditional/us-cmos-dogged-by-roi-questions-45708/attachment/dukecmosurvey-measuring-biz-impact-social-mktg-spend-sept2014/
- It’s a challenging time to be a marketer: Buyers are media savvy and immune to the same old “tricks” We all have numerous demands on our attention and time And there are increasing amounts of competition and noise from all sides… Specifically, for B2B, there are 4 main areas that are part of our mandate, but where there still seems to be a fair amount of struggle: Attract the right audience…potential customers/buyers…and bring them to the website – In our work and analysis of 200+ clients’ website traffic, 2 billion+ website visits we’ve seen that an average of 82% of B2B website visitors aren’t from identifiable companies at all (Residential, Wireless, Bots, SOHOs, etc.). Engage that right audience with the right content – On an average B2B website, around 60% of B2B website visitors visit one page and don’t complete one interaction (bounce). –Marketo (and others) Product better leads…and make Sales happy – 97% of website visitors will never complete a goal, or fill out a form…remaining anonymous. –Based on industry average conversion rates (2-5%, Adobe) Understand whether programs are working, and prove ROI – 67% of CMOs struggle to prove the long-term impact of their spending. –The CMO Survey, Sept. 2014 http://www.marketingcharts.com/traditional/us-cmos-dogged-by-roi-questions-45708/attachment/dukecmosurvey-measuring-biz-impact-social-mktg-spend-sept2014/
- It’s a challenging time to be a marketer: Buyers are media savvy and immune to the same old “tricks” We all have numerous demands on our attention and time And there are increasing amounts of competition and noise from all sides… Specifically, for B2B, there are 4 main areas that are part of our mandate, but where there still seems to be a fair amount of struggle: Attract the right audience…potential customers/buyers…and bring them to the website – In our work and analysis of 200+ clients’ website traffic, 2 billion+ website visits we’ve seen that an average of 82% of B2B website visitors aren’t from identifiable companies at all (Residential, Wireless, Bots, SOHOs, etc.). Engage that right audience with the right content – On an average B2B website, around 60% of B2B website visitors visit one page and don’t complete one interaction (bounce). –Marketo (and others) Product better leads…and make Sales happy – 97% of website visitors will never complete a goal, or fill out a form…remaining anonymous. –Based on industry average conversion rates (2-5%, Adobe) Understand whether programs are working, and prove ROI – 67% of CMOs struggle to prove the long-term impact of their spending. –The CMO Survey, Sept. 2014 http://www.marketingcharts.com/traditional/us-cmos-dogged-by-roi-questions-45708/attachment/dukecmosurvey-measuring-biz-impact-social-mktg-spend-sept2014/
- It’s a challenging time to be a marketer: Buyers are media savvy and immune to the same old “tricks” We all have numerous demands on our attention and time And there are increasing amounts of competition and noise from all sides… Specifically, for B2B, there are 4 main areas that are part of our mandate, but where there still seems to be a fair amount of struggle: Attract the right audience…potential customers/buyers…and bring them to the website – In our work and analysis of 200+ clients’ website traffic, 2 billion+ website visits we’ve seen that an average of 82% of B2B website visitors aren’t from identifiable companies at all (Residential, Wireless, Bots, SOHOs, etc.). Engage that right audience with the right content – On an average B2B website, around 60% of B2B website visitors visit one page and don’t complete one interaction (bounce). –Marketo (and others) Product better leads…and make Sales happy – 97% of website visitors will never complete a goal, or fill out a form…remaining anonymous. –Based on industry average conversion rates (2-5%, Adobe) Understand whether programs are working, and prove ROI – 67% of CMOs struggle to prove the long-term impact of their spending. –The CMO Survey, Sept. 2014 http://www.marketingcharts.com/traditional/us-cmos-dogged-by-roi-questions-45708/attachment/dukecmosurvey-measuring-biz-impact-social-mktg-spend-sept2014/
- It’s a challenging time to be a marketer: Buyers are media savvy and immune to the same old “tricks” We all have numerous demands on our attention and time And there are increasing amounts of competition and noise from all sides… Specifically, for B2B, there are 4 main areas that are part of our mandate, but where there still seems to be a fair amount of struggle: Attract the right audience…potential customers/buyers…and bring them to the website – In our work and analysis of 200+ clients’ website traffic, 2 billion+ website visits we’ve seen that an average of 82% of B2B website visitors aren’t from identifiable companies at all (Residential, Wireless, Bots, SOHOs, etc.). Engage that right audience with the right content – On an average B2B website, around 60% of B2B website visitors visit one page and don’t complete one interaction (bounce). –Marketo (and others) Product better leads…and make Sales happy – 97% of website visitors will never complete a goal, or fill out a form…remaining anonymous. –Based on industry average conversion rates (2-5%, Adobe) Understand whether programs are working, and prove ROI – 67% of CMOs struggle to prove the long-term impact of their spending. –The CMO Survey, Sept. 2014 http://www.marketingcharts.com/traditional/us-cmos-dogged-by-roi-questions-45708/attachment/dukecmosurvey-measuring-biz-impact-social-mktg-spend-sept2014/
- It’s a challenging time to be a marketer: Buyers are media savvy and immune to the same old “tricks” We all have numerous demands on our attention and time And there are increasing amounts of competition and noise from all sides… Specifically, for B2B, there are 4 main areas that are part of our mandate, but where there still seems to be a fair amount of struggle: Attract the right audience…potential customers/buyers…and bring them to the website – In our work and analysis of 200+ clients’ website traffic, 2 billion+ website visits we’ve seen that an average of 82% of B2B website visitors aren’t from identifiable companies at all (Residential, Wireless, Bots, SOHOs, etc.). Engage that right audience with the right content – On an average B2B website, around 60% of B2B website visitors visit one page and don’t complete one interaction (bounce). –Marketo (and others) Product better leads…and make Sales happy – 97% of website visitors will never complete a goal, or fill out a form…remaining anonymous. –Based on industry average conversion rates (2-5%, Adobe) Understand whether programs are working, and prove ROI – 67% of CMOs struggle to prove the long-term impact of their spending. –The CMO Survey, Sept. 2014 http://www.marketingcharts.com/traditional/us-cmos-dogged-by-roi-questions-45708/attachment/dukecmosurvey-measuring-biz-impact-social-mktg-spend-sept2014/
- It’s a challenging time to be a marketer: Buyers are media savvy and immune to the same old “tricks” We all have numerous demands on our attention and time And there are increasing amounts of competition and noise from all sides… Specifically, for B2B, there are 4 main areas that are part of our mandate, but where there still seems to be a fair amount of struggle: Attract the right audience…potential customers/buyers…and bring them to the website – In our work and analysis of 200+ clients’ website traffic, 2 billion+ website visits we’ve seen that an average of 82% of B2B website visitors aren’t from identifiable companies at all (Residential, Wireless, Bots, SOHOs, etc.). Engage that right audience with the right content – On an average B2B website, around 60% of B2B website visitors visit one page and don’t complete one interaction (bounce). –Marketo (and others) Product better leads…and make Sales happy – 97% of website visitors will never complete a goal, or fill out a form…remaining anonymous. –Based on industry average conversion rates (2-5%, Adobe) Understand whether programs are working, and prove ROI – 67% of CMOs struggle to prove the long-term impact of their spending. –The CMO Survey, Sept. 2014 http://www.marketingcharts.com/traditional/us-cmos-dogged-by-roi-questions-45708/attachment/dukecmosurvey-measuring-biz-impact-social-mktg-spend-sept2014/
- You could have success initially across funnel activity… driving visitors to your website interaction with your website creating leads, Sales calling on them measuring separate programs and silos with metrics that give the appearance of success But if you’re not reaching the right accounts/prospects and connecting your relationship with them across the funnel, you are spending time, energy and money on individuals that will never buy from you To be effective – you have to be able to: Attract and build awareness with the right audience Engage that same audience with content, mostly on the website, and develop a relationship Convert the relationships you’ve built into sales interactions Measure success and tie/connect everything together across the entire funnel
- You could have success initially across funnel activity… driving visitors to your website interaction with your website creating leads, Sales calling on them measuring separate programs and silos with metrics that give the appearance of success But if you’re not reaching the right accounts/prospects and connecting your relationship with them across the funnel, you are spending time, energy and money on individuals that will never buy from you To be effective – you have to be able to: Attract and build awareness with the right audience Engage that same audience with content, mostly on the website, and develop a relationship Convert the relationships you’ve built into sales interactions Measure success and tie/connect everything together across the entire funnel
- So how can you overcome these challenges and be laser-focused on the companies you can actually sell to? It’s called Account-Based Marketing or ABM, and it’s quickly becoming the primary strategy for best-in-class B2B companies. Account-Based Marketing can be done in several flavors, but is broadly characterized as targeting and marketing to specific companies or segments based on their business attributes (firmographics) like: industry, size, revenue, geography, account status, and more. Whether you’re a large organization hearing that account-based marketing is complex and difficult from consultants or you’re a growing organization who can’t afford to do something complicated and involved, the good news is that Account-based marketing is actually pretty straight forward and very simple in concept. It’s a very straightforward approach that can help you “hack” revenue growth and get a competitive advantage while also delivering alignment and a simplicity in tracking performance those shows results. ABM Simplified: Identify – the accounts that sales values most and is most likely to close Market – attract, engage and convert those account to prime them for a sales opportunity Measure – keep Sales in the loop, and show them which accounts are progressing, which need attention…collaborate on actionable insights
- Still not convinced? There are some decided benefits to taking an Account-Based approach to B2B Marketing: Focuses on the best opportunities to close go for quality and not volume gets rid of the waste Builds consensus across the buying team not just targeting an individual, but key stakeholders Supports the Sales reality delivers on their target accounts Delivers optimal customer-centric experiences focused on a specific set of companies Ties marketing programs directly to revenue
- As I mentioned, Account-based marketing is reaching a tipping point where today’s best in-class B2B marketers are no longer sitting on the side lines. According to The 2015 State of Account-Based Marketing Study from SiriusDecisions 92% of B2B Marketers recognize ABM’s value – This shows that most B2B marketers understand the foundational elements of the importance of ABM: Anonymous buying behaviors, buyers working in teams, buyers spending approximately 2/3 or more (depending on the analyst) of their buying journey researching online before contacting a vendor – these are all changes in the way businesses buy today based upon our personal shopping behaviors In order to address these shifts, 52% of B2B Marketers now have at least a pilot in place showing that most are testing the methodology to apply it to their business. - Yet, only 20% have had an ABM program older than 1 year, showing that we’re really at the inflection point for adoption. Many marketers “get it,” are starting to try it, but few are far enough down the journey of adoption to make ABM table steaks – like marketing automation or a CRM system (both of which you need as an anti into the game of B2B best in-class marketing) It’s not always ease to know where to start, but often hearing from a B2B marketer who has taken this journey is a great place to start. So I’d like to turn the presentation over to my colleague Patty Foley-Reid from Vercacode. Patty is a leader in demand generation and is considered an early adopter of ABM. She’s going to walk us through how Veracode embraced this change in approach for their business and show us some examples of how specific ABM campaigns impacted their success.
- As I mentioned, Account-based marketing is reaching a tipping point where today’s best in-class B2B marketers are no longer sitting on the side lines. According to The 2015 State of Account-Based Marketing Study from SiriusDecisions 92% of B2B Marketers recognize ABM’s value – This shows that most B2B marketers understand the foundational elements of the importance of ABM: Anonymous buying behaviors, buyers working in teams, buyers spending approximately 2/3 or more (depending on the analyst) of their buying journey researching online before contacting a vendor – these are all changes in the way businesses buy today based upon our personal shopping behaviors In order to address these shifts, 52% of B2B Marketers now have at least a pilot in place showing that most are testing the methodology to apply it to their business. - Yet, only 20% have had an ABM program older than 1 year, showing that we’re really at the inflection point for adoption. Many marketers “get it,” are starting to try it, but few are far enough down the journey of adoption to make ABM table steaks – like marketing automation or a CRM system (both of which you need as an anti into the game of B2B best in-class marketing) It’s not always ease to know where to start, but often hearing from a B2B marketer who has taken this journey is a great place to start. So I’d like to turn the presentation over to my colleague Patty Foley-Reid from Vercacode. Patty is a leader in demand generation and is considered an early adopter of ABM. She’s going to walk us through how Veracode embraced this change in approach for their business and show us some examples of how specific ABM campaigns impacted their success.
- As I mentioned, Account-based marketing is reaching a tipping point where today’s best in-class B2B marketers are no longer sitting on the side lines. According to The 2015 State of Account-Based Marketing Study from SiriusDecisions 92% of B2B Marketers recognize ABM’s value – This shows that most B2B marketers understand the foundational elements of the importance of ABM: Anonymous buying behaviors, buyers working in teams, buyers spending approximately 2/3 or more (depending on the analyst) of their buying journey researching online before contacting a vendor – these are all changes in the way businesses buy today based upon our personal shopping behaviors In order to address these shifts, 52% of B2B Marketers now have at least a pilot in place showing that most are testing the methodology to apply it to their business. - Yet, only 20% have had an ABM program older than 1 year, showing that we’re really at the inflection point for adoption. Many marketers “get it,” are starting to try it, but few are far enough down the journey of adoption to make ABM table steaks – like marketing automation or a CRM system (both of which you need as an anti into the game of B2B best in-class marketing) It’s not always ease to know where to start, but often hearing from a B2B marketer who has taken this journey is a great place to start. So I’d like to turn the presentation over to my colleague Patty Foley-Reid from Vercacode. Patty is a leader in demand generation and is considered an early adopter of ABM. She’s going to walk us through how Veracode embraced this change in approach for their business and show us some examples of how specific ABM campaigns impacted their success.
- As I mentioned, Account-based marketing is reaching a tipping point where today’s best in-class B2B marketers are no longer sitting on the side lines. According to The 2015 State of Account-Based Marketing Study from SiriusDecisions 92% of B2B Marketers recognize ABM’s value – This shows that most B2B marketers understand the foundational elements of the importance of ABM: Anonymous buying behaviors, buyers working in teams, buyers spending approximately 2/3 or more (depending on the analyst) of their buying journey researching online before contacting a vendor – these are all changes in the way businesses buy today based upon our personal shopping behaviors In order to address these shifts, 52% of B2B Marketers now have at least a pilot in place showing that most are testing the methodology to apply it to their business. - Yet, only 20% have had an ABM program older than 1 year, showing that we’re really at the inflection point for adoption. Many marketers “get it,” are starting to try it, but few are far enough down the journey of adoption to make ABM table steaks – like marketing automation or a CRM system (both of which you need as an anti into the game of B2B best in-class marketing) It’s not always ease to know where to start, but often hearing from a B2B marketer who has taken this journey is a great place to start. So I’d like to turn the presentation over to my colleague Patty Foley-Reid from Vercacode. Patty is a leader in demand generation and is considered an early adopter of ABM. She’s going to walk us through how Veracode embraced this change in approach for their business and show us some examples of how specific ABM campaigns impacted their success.
- As I mentioned, Account-based marketing is reaching a tipping point where today’s best in-class B2B marketers are no longer sitting on the side lines. According to The 2015 State of Account-Based Marketing Study from SiriusDecisions 92% of B2B Marketers recognize ABM’s value – This shows that most B2B marketers understand the foundational elements of the importance of ABM: Anonymous buying behaviors, buyers working in teams, buyers spending approximately 2/3 or more (depending on the analyst) of their buying journey researching online before contacting a vendor – these are all changes in the way businesses buy today based upon our personal shopping behaviors In order to address these shifts, 52% of B2B Marketers now have at least a pilot in place showing that most are testing the methodology to apply it to their business. - Yet, only 20% have had an ABM program older than 1 year, showing that we’re really at the inflection point for adoption. Many marketers “get it,” are starting to try it, but few are far enough down the journey of adoption to make ABM table steaks – like marketing automation or a CRM system (both of which you need as an anti into the game of B2B best in-class marketing) It’s not always ease to know where to start, but often hearing from a B2B marketer who has taken this journey is a great place to start. So I’d like to turn the presentation over to my colleague Patty Foley-Reid from Vercacode. Patty is a leader in demand generation and is considered an early adopter of ABM. She’s going to walk us through how Veracode embraced this change in approach for their business and show us some examples of how specific ABM campaigns impacted their success.
- Here’s the short story on what Veracode does. The software that organizations, companies and departments are using to do their jobs is vulnerable to attack. Vulnerable software was used somewhere along the line in most of the data breaches in the news