As an ambitious B2B marketer, you’re always challenging yourself to identify and close more accounts. You’re also trying to tie your efforts directly to revenue — something other teams are more than willing to take credit for. Join Pendo and RollWorks for a peek behind the curtain of high-performing account-based strategies. See how to take the lead with these steps and set up your marketing and sales teams for success: Coordinate demand gen and ABM strategy; Integrate account-based advertising systems; and Change your mindset about success metrics. Whether you’re a seasoned ABM specialist or just starting out, you’ll leave with actionable takeaways to improve your programs.

1. How to Take the Lead
with your ABM
Strategy
Pendo Customer Success Story

2. Agenda
● Who we are and why we’re standing on stage
● RollWorks and Pendo introduction
● How Pendo built their account-based strategy
● Integrating demand-gen & ABM programs with Sales
● Success with RollWorks
● That’s a wrap! Questions?

3. Your Speakers
Jen Fentress
Director of Demand Generation, Marketing
Operations and Analytics
Pendo
Jessica Cross
Manager, Demand Generation
RollWorks

4. Who is RollWorks?
Independent marketing technology company
Growth platform for DTC brands Account-based platform for ambitious B2B companies

5. RollWorks
Reach and engage right
people in right accounts
Deliver results your
company will notice
Tailor an account-based
strategy to your needs
Get managed support
at every step
DO MORE
Identify your ideal customer
profile, target account list,
and contacts
Engage your accounts (even
without a target account list)
with ads and SDR emails
Measure the effectiveness
of your programs at the
contact and account level
WITH AN ACCOUNT-BASED PLATFORM

7. • Founded in October 2013
• Offices in Raleigh, NC; NYC; SF; Israel; London
• 900+ customers; 280+ employees
• Raised $106m
• Three-year CAGR of 289%
About Pendo

8. Mobile Applications
Web Applications
Product Analytics
User Feedback
Personalized Guides
In-App Announcements
PRODUCT
ACTIONS
PRODUCT
INSIGHTS

9. It all started with a question . . .
“How do we own the product
experience market for the top
1000 B2B SaaS companies?”

10. The journey starts with defining a list
Inputs from Marketing
Pendo
Account
List
List from VC Firm Scored with Data Science
Reviewed by Analyst and CRO

11. The journey was not without challenges
3 Lofty goal of signing 40% of TAL
1
Limited brand exposure with key targets (top 1000 SaaS
companies)
2 Product segment is nascent

12. Pendo’s FULL marketing team
CMO
Director of Comms
Director of Field
Marketing
Director of
Demand
Generation
Lead Designer
Designer
Events Marketing
Manager (West)
Digital Marketing
Manager (MOFU)
Director of
Integrated
Campaigns
Product Marketing
Manager
Lead Marketing
Engineer
Digital Marketing
Manager (TOFU)
Social Marketing
Manager
Director of
Customer
Marketing
Events Marketing
Manager
VP of Revenue
Marketing
Sr. Copywriter
VP of PMM
Sr. Director of PMM
Director of Growth Content Strategist;
EiC, ProductCraft
Managing Editor,
ProductCraft
Marketing Analyst
Events Marketing
Manager

13. Marketers focused on account-based efforts
● 25 marketers at Pendo
● Invested 5 (20%) of headcount in account-based efforts
● ABM is not a one person effort
Director of
Demand
Generation
Events
Marketing
Manager
(West)
Digital
Marketing
Manager
(MOFU)
Plus 10
sales
reps!Digital
Marketing
Manager
(TOFU)
VP of Revenue
Marketing

14. The Pendo “Swarm” Campaign

15. What were we trying to achieve?
Build Brand
Awareness.
With high-profile,
on-the-ground
advertising, we’ll see a
lift in general buzz so
our presence is felt.
Increase
Connects.
Drive
Pipeline.
With an orchestrated
ground game in concert
with digital outreach, we
should see a lift in target
account connects.
Swarming target accounts
as well as canvassing a
high-value geographic will
yield more opportunities.

16. The strategy to achieve the goals
3 Coordinate out of home plan with “ground game”
1 Focus on key geographic region first
2 Partner with sales to pick a list
4 Four waves of touches to increase exposure

17. Multi Touch - Multi Channel Campaign
● Digital
- Two Digital Touches
● Direct Mail
- Swag Drop, T-Shirts
Notebooks, Pens
● Events
- Synapse Conf 9/20
- Dreamforce Happy
hour 9/25
- Wear Pendo Pink All
Week 9/24
● Direct Mail
- 2nd Swag Drop (water
bottles and beverages)
● Events
- Decisions Conference 10/2
- CPO Dinner 10/11
- Pendorama 10/18
● Direct Mail
- 3rd Swag Drop Pink Candy
● Direct Mail
- 4th Swag Drop
(Headphones, Privacy
Covers)
● Events
- Giants Game 9/10
● Digital
- 1 Digital Touch
● Sales
- 2 Sales Touches
● Sales
- 2 Sales Touches
● Digital
- 1 Digital Touch
● Sales
- 2 Sales Touches
● Sales
- 2 Sales Touches
● Digital
- 1 Digital Touch
WAVE 1 WAVE 2 WAVE 3 WAVE 4
Digital Ads Start
“Paint the Town Pink” “Lunch on Us” “How Sweet it is” “Drown Out the Noise”

18. Ran OOH in regions with high concentration of
target accounts - San Francisco

19. Digital ads matched OOH efforts in region

20. Ads directed users to demo product

21. Even the billboards were tied to digital

22. Theme woven through direct mail pieces

23. The Win . . .

24. Swarm campaign drove traffic and awareness

25. Impact of running inbound and outbound together
Benefits:
● Powers collaboration
● Concentrates efforts on high
potential accounts
● Increases touch points
● Speeds everything up from raising
awareness to closing deals

26. Behind the scenes

27. Deeper Personalization
Laser Focused Targeting
Pendo’s technology to support Demand Gen and ABM
Paid & organic traffic drivers
Conversion
Qualification
Demand gen
Discovery
Proposal
Negotiation
CLOSED/ WON
Account-based
Hunting

28. Why RollWorks
• Other partners cannot provide the data needed to determine campaign
effectiveness
• RollWorks syncs with our Salesforce Instance
∙ We know exactly how many impressions, clicks, leads and spend are attributed
to each account/contact
∙ Targeting is automated based on sales funnel stage
• Great Account Management and Product teams - Constantly working to make the
product even better and improve client success
• RollWorks ad ops team takes care of account management heavy lifting

29. Digital targeting results
Closed Won
Influenced
Revenue
Key Targets Engaged
MQs Influenced
3845
186
$1 Mill
ENGAGEMENT Solution

30. Key accounts engaged with RollWorks ad targeting
Account Reach Account CTR
75% 0.15%
Top Engaged Accounts Include amazon.com, sprinklr.com, dell.com, target.com

31. See impact of marketing on revenue in the system
everyone uses

32. Show your impact at the account and contact level, reported in
our dashboard or your CRM and MAP system

33. Key Learnings from the Campaign
3 Integrate your physical marketing with digital
1 You can run ABM with a small team
2 Gain sales team commitment / alignment
4 Test with a small audience first and iterate

34. Thank you!

35. Q & A