ABM Analytics Super Bowl 6: ABM Performance – Measuring the Things That Matter

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Account-Based Marketing means taking a different approach with both strategy and tactics. But it also requires measuring your performance in different ways. How do you know your ABM programs are succeeding? What should you be measuring progress against? And what are the three or four metrics that you should pay attention to above all else? We’ll explore these measurement issues and give practical advice on how to understand your ABM performance.

Business

ABM PERFORMANCE
Peter Isaacson | CMO | Demandbase
MEASURING THE THINGS THAT MATTER
#ABMAnalyticsSuperBowl

© 2018 DEMANDBASE｜SLIDE 3
MEASURING ACCOUNT-BASED MARKETING
93%
of B2B companies said ABM
is important to marketing’s
success.
More marketers look to
SUCCEED with ABM
Of CMOs say that lacking the
ability to measure results is a
top concern.
Marketers struggle to
MEASURE ABM
77%
HOWEVER…
CHALLENGE
Provide marketers with
QUANTIFIABLE
metrics to demonstrate
impact.
ForresterSiriusDecisions
#ABMAnalyticsSuperBowl

© 2017 DEMANDBASE｜SLIDE 4
Account-Based
MARKETING
How do I compare the
effectiveness of my
programs?
How can I shift my
focus in order to
improve?
How do I evaluate the
overall performance of my
accounts?
How do I put that
performance in
context?
#ABMAnalyticsSuperBowl

© 2018 DEMANDBASE｜SLIDE 5
THREE LEVELS OF MEASUREMENT
§ Campaign and Web Metrics
§ Marketing Performance
§ Revenue Performance
#ABMAnalyticsSuperBowl

© 2018 DEMANDBASE｜SLIDE 6
HOW TO DETERMINE GOALS
MARKETING FINANCE / OPSSALES
Align
#ABMAnalyticsSuperBowl

© 2018 DEMANDBASE｜SLIDE 7
INCENTIVIZE YOUR MARKETING TEAM
BUSINESS
OBJECTIVES
PIPELINE
Based on
#ABMAnalyticsSuperBowl

© 2018 DEMANDBASE｜SLIDE 8
CAMPAIGN
AND WEB
METRICS FROM
TARGET ACCOUNTS
Web Traffic
Unique Visitors
Pages Visited
MQLs
Conversion Rates
Target Segments
Downloads
Time on Site
#ABMAnalyticsSuperBowl

© 2018 DEMANDBASE｜SLIDE 9
FOUR FUNDAMENTALS OF WEB ANALYTICS
SEGMENT
Which companies
were on your site
ACQUISITION
How visitors
Found your site
BEHAVIOR
Which pages
were viewed
CONVERSION
Which actions
were taken
Are my website visitors
good prospects,
customers, and partners?
Which campaigns and
programs are driving
quality visitors?
Is my website content
driving the customer
journey forward?
Are people from quality
companies contacting us
and turning into revenue?
#ABMAnalyticsSuperBowl

© 2018 DEMANDBASE｜SLIDE 10
AFTER THE BASELINE: DECIDING WHERE TO GO NEXT
Enough
Visitors?
Ads
High
Engagement?
Optimize Web
Content
High Targeted
Conversions?
Conversion
Optimization
Sales Enablement
Dialed In?
Sales Alignment
Scale It!
#ABMAnalyticsSuperBowl

© 2018 DEMANDBASE｜SLIDE 11
MARKETING
PERFORMANCE
Target Account Penetration
Opportunity Rate
Pipeline Source
Influence Sources
Cost per Opportunity
#ABMAnalyticsSuperBowl

© 2018 DEMANDBASE｜SLIDE 12
REPORTING AGAINST FORECAST: MARKETING LEVEL
Pipe Goal = XX Pipe Goal = XX Pipe Goal = XX
#ABMAnalyticsSuperBowl

© 2018 DEMANDBASE｜SLIDE 13
REPORTING AGAINST FORECAST: DEPARTMENT LEVEL
MQL Goal = XX
Pipe Goal = XX
#ABMAnalyticsSuperBowl

© 2018 DEMANDBASE｜SLIDE 14
REPORTING AGAINST FORECAST: PROGRAM LEVEL
#ABMAnalyticsSuperBowl

© 2018 DEMANDBASE｜SLIDE 15
ACCOUNT-BASED REPORTING
#ABMAnalyticsSuperBowl

© 2018 DEMANDBASE｜SLIDE 16
BUSINESS
OUTCOMES
Close Rates
Average Deal Size
Funnel Velocity
Pipeline
#ABMAnalyticsSuperBowl

© 2018 DEMANDBASE｜SLIDE 17
MARKETING EFFICIENCY
2014 2015 2016 2017
0%
20%
40%
60%
80%
100%
PIPELINE GENERATED COST PER OPP
Baseline
+50%
+150%
+250%
#ABMAnalyticsSuperBowl

© 2017 DEMANDBASE｜SLIDE 18
SALES EFFICIENCY
MQL SAL PIPELINE CLOSE
82%
49%
24%
96%
64%
42%
ñ17%
ñ51%
ñ75%
#ABMAnalyticsSuperBowl

© 2018 DEMANDBASE｜SLIDE 19
SALES TEAM CLOSE RATE ACV FUNNEL VELOCITY
Enterprise +217% +69% +35%
Mid Market +136% +23% +24%
Advertising +47% +12% +6%
CORPORATE EFFICIENCY
#ABMAnalyticsSuperBowl

© 2017 DEMANDBASE｜SLIDE 20
What you should expect from your ABM Platform
Understand current
performance
Compare to control or
another audience
Examine trends and
velocity
Take actions based
on recommendations
#ABMAnalyticsSuperBowl

© 2017 DEMANDBASE｜SLIDE 21
UNDERSTAND CURRENT PERFORMANCE
Classify and categorize accounts into a classified pipeline or funnel
#ABMAnalyticsSuperBowl

© 2017 DEMANDBASE｜SLIDE 22
COMPARE TO CONTROL OR ANOTHER AUDIENCE
Using AI to automatically generate a similar cohort for benchmarking
#ABMAnalyticsSuperBowl

© 2017 DEMANDBASE｜SLIDE 23
TAKE ACTIONS BASED ON RECOMMENDATIONS
§ Advertise to low
awareness accounts
§ Personalize to low
engagement accounts
§ Get better data into
unqualified accounts
§ Sales insights for to
speed closing sales
2,571Aware Accounts
723Not relevant web activity
493Limited employee-scale
223Limited depth on site
1,132Engaged Accounts
§ Classify accounts into segments that haven’t made it to the next stage
§ For each of these generate new actionable audiences to bridge the gaps
§ Or use to help filter previous activities and audiences
#ABMAnalyticsSuperBowl

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SiriusDecisions reports that nearly 60% of marketers consider the overall health of their data unreliable. Your data is never going to be perfect. However, there are best practices and top tips to improve your data strategy for ABM. In this presentation you'll learn proven strategies and specific steps to help you on your ABM Data Journey. In this presentation you'll learn: - Tips for establishing goals of an ABM data strategy - How to create dynamic segments - Best practices to enrich and clean - How Marketing can help Sales prioritize and take action on the right accounts

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What are the secrets of the world’s most successful teams? Shane Snow, entrepreneur, award-winning journalist and Bestselling author of Dream Teams, will change the way we think about people, progress, and collaboration among teams. This presentation is for anyone who aspires to be a leader, build a team or change history. Shane’s book is not a boring business book or case study about team-building exercises. If you enjoy writers like Malcolm Gladwell, Daniel Pink, Ryan Holiday or Simon Sinek, you’ll love Dream Teams. In this webinar, you’ll learn: – The surprising factor behind most failed mergers and marriages – How a certain method of fighting is more useful than brainstorming – How leveraging “cognitive diversity” helps teams outmatch competitors – The science of becoming open-minded—and the outsize effect it has on group success – The counterintuitive truths about becoming better team players Learn more about Engagio and follow us on social: https://www.engagio.com/ https://twitter.com/engagio https://www.linkedin.com/company/engagio https://www.facebook.com/engagio/

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If there was one golden rule for any revenue team to follow it would be this: silos don’t work. They lead to inefficiencies, broken systems and problems at every level. It’s time to break down the barriers and align as one revenue team to focus on the right accounts. In this session, Sandra Freeman, Head of Strategic Marketing at Engagio, will discuss strategies and tactics to: - Get buy-in from the entire revenue team; - Work with sales to drive action today; - Use technology to streamline manual activities; and - Real-world examples and results.

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We have been spoon-fed the notion that creativity is the province of genius -- of those brilliant few whose moments of insight arrive in flashes of divine inspiration. Either we have that gift, or we don’t. Allen Gannett shows that simply isn’t true. He dispels the myths around creative genius and reveals the science behind achieving breakout success in any field in his book The Creative Curve: How to Develop the Right Idea at the Right Time. Recent research has shown that there is a predictable science behind achieving success in any creative endeavor. In this presentation, you’ll discover: –The neurological and psychological mechanisms behind flashes of genius – How you can learn to have more of these so-called aha moments through the mass consumption of content – How famous creators engage in a strategy called “the 20% principle” that is accessible for anyone

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Imagine a workplace where everyone engages and contributes their full intellectual capacity, a place where people are healthier and happier because they have more control over their work, a place where everyone is a leader. Join David Marquet, Retired US Nuclear Submarine Captain, and author of Turn The Ship Around, in this presentation as he reveals his battle-tested plan for empowering people, creating technical competence, and gaining organizational clarity. In this presentation, you’ll learn: – How to create an environment where people are happier and healthier because they have more control over their work – The steps to start the process of investing in people so that real change happens – How to talk with your co-workers in an empowering way so that you create leaders at every level of the organization – How to voice your opinions or disagree with colleagues but still feel safe and trusted

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While closed business is the desired outcome for growth, engagement data is an early hallmark of success. Join us for a webinar with Demand Gen Report featuring Sandra Freeman, Head of Strategic Marketing at Engagio, to learn three ways to use engagement data to generate more business. We will review how engagement data is a critical early indicator of success, a strong buying signal and insight that marketing and sales should understand and bring into line. In this presentation you'll learn: - What engagement data is and how to use it as a key buying signal - How engagement data can align Sales and Marketing teams to close more deals - Various ways to use engagement data throughout the funnel

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Wondering why Account Based Marketing continues to be rapidly adopted? Join Engagio in this webinar with MarketingProfs featuring Jon Miller, CEO and co-founder of Engagio, for a glimpse into the current account-based attitudes and maturity of over 500 organizations across North America. We'll dive into recent market research on the current state of Account-Based Marketing and highlight what's working and what's not. You'll learn: - How you stack up against hundreds of your industry peers - Habits of organizations who are seeing a positive ROI from ABM - How to create your own path to ABM success

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Creating pipeline and growing a business is dependent on building relationships with key executives. But how do you do that effectively and stand out from the noise? In this presentation, you'll learn: – 3 creative ways to crack the code to establishing long-lasting relationships with executives: – Get creative and show up like no one else – Create personalized and relevant content that resonates with executives – Quickly establish yourself as a thought-leader to capture the minds of your buyers – Gain the trust of the C-Suite so that selling is easy

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Email is still a very effective marketing channel to create engagement and reach your buyers. Join Engagio in this webinar to learn how to combine email marketing with an account-based strategy to increase results and accelerate the buyer’s journey. We’ll share top tips to penetrate and expand into accounts to generate revenue. Key Takeaways: - Email marketing tips for connecting with buyers within target accounts - How to prepare your data for effective campaigns - Proven follow up strategies including timing and data mining

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Welcome to my Personal Brand Exploration Presentation! In this engaging and insightful presentation, I take you on a journey to discover the essence of my professional identity as a digital marketer. Through a blend of visual storytelling and strategic insights, I showcase the key elements that define my personal brand and highlight my unique value proposition in the digital marketing realm. In this presentation, you will: Gain an understanding of the objectives and significance of personal branding in the digital age. Explore the core values, strengths, and passions that shape my professional persona. Witness the creative process behind developing a cohesive visual identity and brand narrative. Learn how I leverage my skills, experiences, and aspirations to create meaningful connections with my audience and stakeholders. Discover the strategic approach I take in aligning my personal brand with industry trends, market demands, and future career goals. Whether you're a fellow digital marketer, a potential employer, or simply curious about the power of personal branding, this presentation offers valuable insights and inspiration. Join me as we delve into the world of personal branding and unlock the potential of crafting a compelling professional identity in today's competitive landscape.

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ABM Analytics Super Bowl 6: ABM Performance – Measuring the Things That Matter

2. ABM PERFORMANCE Peter Isaacson | CMO | Demandbase MEASURING THE THINGS THAT MATTER #ABMAnalyticsSuperBowl

3. © 2018 DEMANDBASE｜SLIDE 3 MEASURING ACCOUNT-BASED MARKETING 93% of B2B companies said ABM is important to marketing’s success. More marketers look to SUCCEED with ABM Of CMOs say that lacking the ability to measure results is a top concern. Marketers struggle to MEASURE ABM 77% HOWEVER… CHALLENGE Provide marketers with QUANTIFIABLE metrics to demonstrate impact. ForresterSiriusDecisions #ABMAnalyticsSuperBowl

4. © 2017 DEMANDBASE｜SLIDE 4 Account-Based MARKETING How do I compare the effectiveness of my programs? How can I shift my focus in order to improve? How do I evaluate the overall performance of my accounts? How do I put that performance in context? #ABMAnalyticsSuperBowl

9. © 2018 DEMANDBASE｜SLIDE 9 FOUR FUNDAMENTALS OF WEB ANALYTICS SEGMENT Which companies were on your site ACQUISITION How visitors Found your site BEHAVIOR Which pages were viewed CONVERSION Which actions were taken Are my website visitors good prospects, customers, and partners? Which campaigns and programs are driving quality visitors? Is my website content driving the customer journey forward? Are people from quality companies contacting us and turning into revenue? #ABMAnalyticsSuperBowl

10. © 2018 DEMANDBASE｜SLIDE 10 AFTER THE BASELINE: DECIDING WHERE TO GO NEXT Enough Visitors? Ads High Engagement? Optimize Web Content High Targeted Conversions? Conversion Optimization Sales Enablement Dialed In? Sales Alignment Scale It! #ABMAnalyticsSuperBowl

20. © 2017 DEMANDBASE｜SLIDE 20 What you should expect from your ABM Platform Understand current performance Compare to control or another audience Examine trends and velocity Take actions based on recommendations #ABMAnalyticsSuperBowl

23. © 2017 DEMANDBASE｜SLIDE 23 TAKE ACTIONS BASED ON RECOMMENDATIONS § Advertise to low awareness accounts § Personalize to low engagement accounts § Get better data into unqualified accounts § Sales insights for to speed closing sales 2,571Aware Accounts 723Not relevant web activity 493Limited employee-scale 223Limited depth on site 1,132Engaged Accounts § Classify accounts into segments that haven’t made it to the next stage § For each of these generate new actionable audiences to bridge the gaps § Or use to help filter previous activities and audiences #ABMAnalyticsSuperBowl

24. THANK YOU #ABMAnalyticsSuperBowl

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