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Fireside Chat: Unlock the Secrets to Got-to-Market Success
- 1. 1 Copyright © 2022 Demandbase Fireside chat: Unlock the secrets to GTM success 24 March 2022
- 2. 2 Copyright © 2022 Demandbase 2 Copyright © 2022 Demandbase Today’s speakers Jon Miller CMO Demandbase Leanne Chescoe Snr. Manager Marketing EMEA Demandbase
- 3. 3 Copyright © 2022 Demandbase 3 Copyright © 2022 Demandbase Uncovering the truth about account-based strategies in Europe
- 4. 4 Copyright © 2022 Demandbase ● Maturity gap closed considerably over the past 5 years ● Account-based principles embedded in strategy in some form ● Different interpretations of ABM ● Challenge is defining the ground rules Germany and The UK Comparing regional account-based maturity
- 5. 5 Copyright © 2022 Demandbase ● US & UK more mature and have top talent & experts ● Benelux strong area for growth & performance Marketing ● Most ABM Technologies built in US & UK ● The Lewis Model Benelux, Germany and The UK Comparing regional account-based maturity
- 6. 6 Copyright © 2022 Demandbase By ensuring campaigns are more targeted, marketers can avoid fragmented GTM approaches. Being more targeted doesn’t just mean more effective messaging, it also means you can stop spending precious time sending irrelevant messages to the wrong people at the wrong time. By doing this, marketers could even be alienating potential customers through the amount of – let’s face it – spam being sent out.
- 7. 7 Copyright © 2022 Demandbase Start here Initial research Social media First website visit Competitive website visits Buying committee research Social network Pipeline Evaluation Retain Research additional solutions Customer Unknown Known Form fill / Hand-raise / Demo request Not here The B2B buyer’s journey is complex and anonymous
- 8. 8 Copyright © 2022 Demandbase The penalties of complexity and fragmentation Missed opportunities The costs: Clunky, frustrating buyer journeys Cranky CFOs Hunch-based decisions Omni-spamming Account blindness
- 9. 9 Copyright © 2022 Demandbase B2B GTM technology has not kept up Fragmented data sources prevent alignment B2C ad tech hinders advertising for B2B Lead-based marketing automation is less effective Sales tools lack relevant timely account intelligence
- 10. 10 Copyright © 2022 Demandbase Pitfalls to avoid Treating ABM like a relay race Not using a data-driven strategy Avoid siloed account selection process Failing to seize the market opportunity Measuring leads, not account engagement
- 11. 11 Copyright © 2022 Demandbase ABX done right Align sales & marketing around a focused set of accounts Engage your targets with actionable intelligence Measure performance against target markets Targeting Tailoring Tuning
- 12. 12 Copyright © 2022 Demandbase The winners will master the buying journey Identify accounts. Engage early. Be relevant. Master the power of intelligence.
- 13. 13 Copyright © 2022 Demandbase Thank you!
Editor's Notes
- The B2B buyer’s journey is complex and anonymous Today’s B2B buying journey is complex and almost entirely digital, meaning it’s more and more anonymous. Many solutions (CRM, marketing automation etc.) are focused on what happens after somebody fills out a form and becomes known to you. The problem is there's a lot of research happening off your website before a form gets filled out. If you wait for the form fill, you’ve waited too long. What's equally important is that B2B buying decisions are made by groups. And because they're groups of people, when one person shows engagement, they're likely representing a committee of people who are all conducting their own evaluations — considering if you are the right fit and how you might align with their other initiatives and projects. Complex, right?
- The penalties of complexity All this complexity creates obstacles: Account blindness — that anonymous buying journey with so much happening outside of your knowledge, and the buyer who is no longer a single person but a whole buying committee and you’re lucky to know half of them. Hunch-based decisions — because of account blindness and the overwhelming amount of signals out there, today’s sellers don’t have access to the right data to know which accounts to pursue, and what to say. They’re forced to rely on gut feel and run the risk of missing key opportunities. It’s a miserably vicious cycle. Omni-spamming — you’ve got the right messages hitting the wrong people, wrong messages hitting the right people, bad timing, and on and on. It’s not just email spam, it’s every irrelevant message on every digital and non-digital channel. The end results are missed opportunities, frustrated buyers, and ultimately cranky CFOs due to lost revenue. The winners in today’s market will be those who master the digital, group buying journey. You need to identify and engage accounts and buying teams, not leads. You need to engage early and be relevant across digital channels. And you need to master the power of intelligence.
- B2B GTM technology has not kept up Sadly, the tools you use today are not built to handle this new reality. Those fragmented data sources you have all over your organization? They block you from seeing your accounts clearly and prevent alignment between marketing and sales, which leads to confusion for you and friction for your buyers. The consumer-based ad solutions out there are built to get individuals to click on ads for boots, and phones, when what you really want is to build consensus across a group of people. Similarly if you’re relying on email and lead-based tools as your only way to reach out to an account, you’re hamstrung in your ability to influence the buying committee. Bookending this are inadequate sales tools that lack actionable insights — intent signals, technographics, behavioral data, and more — to have meaningful conversations with the right buyers at that magical in-market moment. Because our industry is smart and we see these issues, we've solved for them. But all too often we solve for them in pockets — optimizing our email separately from our ads or our website. What you really need is a way to unite all the disparate systems, so you can orchestrate every go-to-market action across every channel. And infuse every step with a single source of truth and insight.