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The New Normal - Account-Based Selling Meets Account-Based Marketing

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Presented on Nov 19, 2015 John Dering, Director of Marketing Programs at Demandbase discusses Account-Based Marketing and how it delivers growth for B2B companies through a targeted focus that aligns the sales and marketing departments.

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The New Normal - Account-Based Selling Meets Account-Based Marketing

  1. 1. #LLCSeries The  New  Normal:     Account-­‐Based  Selling  Meets   Account-­‐Based  Marke;ng   SPONSORED BY
  2. 2. About Demand Gen Report •  Launched in 2007 to track best practices in lead generation •  Newsletter has grown to more than 30,000 readers •  We also offer a menu of research and best practices reports •  New audio/video podcasts at DemandGenReport.com @DG_Report   h#p://linkd.in/DG_Specialists    
  3. 3. #LLCSeries On24  Logis1cs     • Whitepaper   • Datasheet   • Contact  Us  Link  
  4. 4. Panelists John  Dering   Director,  Marke1ng  Programs   Demandbase       MODERATOR:   Andrew  Gaffney   Publisher,  Demand  Gen  Report   @D_Rang
  5. 5. The New Normal: Account-Based Selling Meets Account-Based Marketing John Dering Director, Marketing Programs Demandbase @D_Rang
  6. 6. Question 1 What part of the organization are you in?
  7. 7. GOOD NEWS Marketers can measure everything
  8. 8. BAD NEWS We’re measuring the wrong things
  9. 9. What we like to Measure Click Through Rates Impressions/CPMs Web Traffic Unique Visitors Conversions Inquiries MQLs
  10. 10. Evolution of B2B Marketing 1995 2000 2005 2010 Drive Traffic Going digital: Website and ads Funnel Optimization
  11. 11. Why are we focused on THESE METRICS? Because… •  They are easy •  it’s what we know •  we can control them •  we confuse measurement for goals
  12. 12. What we like to Measure Click Through Rates Impressions/CPMs Web Traffic Unique Visitors Conversions Inquiries MQLs
  13. 13. How we should Measure our performance Opportunities Pipeline Close Rates ACV Funnel Velocity Target Account Activity Lift Retention And Upsell
  14. 14. Measure everything But set goals on business impact
  15. 15. We focus on quantity instead of quality
  16. 16. Question 2 What is your awareness of Account-Based Marketing?
  17. 17. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 18 Account-Based Marketing Identify the companies most likely to buy, and then market to them
  18. 18. Why Account-based Marketing? Focuses on best opportunities Delivers customer-centric experience Supports Sales reality Connects Marketing to revenue
  19. 19. Evolution of Account-Based Marketing 1995- 2005 2005-2012 2012>>> •  Limited in scale (25-50 accounts) •  Field Mktg centric •  Analog in approach •  Improved scale •  Email centric •  Industry focused •  Post hand raise •  Reactive •  Fully scalable (5000+ accounts) •  Full funnel •  Multiple targeting options •  Pre hand raise •  Proactive
  20. 20. What drove the change? §  IP Targeting §  Account-based, real time bidders §  Real time customization §  More bandwidth/faster speeds §  DMPs §  Frustrated B2B Marketers
  21. 21. More marketers are AWARE of ABM of B2B companies are aware of ABM. 75% of marketers say that ABM delivers higher ROI than any other marketing approach. 84%
  22. 22. of B2B companies employing ABM plan to increase their ABM efforts over the next 12 months. 72% of B2B companies employing ABM plan to invest more in technology over the next 12 months. 61% More marketers are USING ABM
  23. 23. of B2B marketers employing ABM stated they are aligned with sales. 91% of B2B companies said Account-Based Marketing has an impact on marketing’s success. 96% More marketers are having SUCCESS with ABM
  24. 24. Getting Started with ABM
  25. 25. Getting Started with ABM Align sales and marketing Identify target accounts Develop ABM Marketing Plan Measure
  26. 26. Align Sales and Marketing Philosophical Alignment §  Shared belief in an account-based approach §  Commitment to collaboration Operational Alignment §  Target account list selection §  Metrics and goals §  Planning and cadence execution
  27. 27. Question 3 How aligned are your sales & marketing organizations?
  28. 28. Identify Target Accounts Prospects Customers Partners
  29. 29. Prospects Prospects Customers Partners
  30. 30. Prospects Pharma Manufacturing FSI
  31. 31. Prospects Named Key Verticals Strategic
  32. 32. Prospects Northeast South Midwest West
  33. 33. Prospects Early Stage Pipeline Closed/Lost Late Stage Pipeline
  34. 34. Prospects Enterprise Mid Market SMB
  35. 35. Customers Prospects Customers Partners
  36. 36. Customers Prospects Customers Partners
  37. 37. Customers Upsell Churned Retention
  38. 38. Customers Product 1 Product 2 Product 3
  39. 39. Develop ABM Marketing Plan Awareness •  Account-based advertising •  Syndicated content •  Events/Tradeshows Engagement •  Website personalization •  Webinars •  Social •  Case studies Conversion •  Forms/Chat/Sales Accelerator •  Field Events •  Contact Me Analog and Digital
  40. 40. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% -12 -11 -10 -9 -8 -7 -6 -5 -4 -3 -2 -1 0 Months Before MQL Field Marketing Contact Me / Demo Request Webform Webinar Event Marketing Impact- Pre MQL
  41. 41. Measurement Measure across the funnel §  Connect everything to revenue §  Measure everything, but set goals on business drivers §  Course correct your plans and spend based on results
  42. 42. Prospects Customers Pipeline Transpor’tion Food & Bev Entert’ment Account Type Industry Full Funnel approach: Attract: Account-based advertising Engage: Website personalization Convert: Forms Measure: Website analytics Results 74% YOY Increase in marketing generated pipeline opportunities
  43. 43. Target Accounts 200 accounts across industries, including automotive, consumer electronics, medical and manufacturing. Full Funnel approach: Attract: Account-based advertising Engage: Website personalization Convert: Forms Measure: Website analytics Results 156% increase in opps for automotive 54% increase in opps for CE Industry Type Consumer Electronics MFG Medical Automotive
  44. 44. Industry Type YOY Pipeline Opps Financial: +90% Technology: +150% Business Services: +200% Medical: +250% Financial Business ServicesMedical Technology
  45. 45. Demandbase Funnel Metrics MQL SAL PIPELINE CLOSE 82% 49% 24% 96% 64% 42% ñ17% ñ51% ñ75%
  46. 46. Demandbase Business Metrics Sales Team Close Rate ACV Funnel Velocity Enterprise +285% +35% +2% Mid Market +166% +40% -20% Advertising +57% +31% +65%
  47. 47. Thank you! John Dering Director, Marketing Programs Demandbase @D_Rang

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