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Forget the Fluff: A Practical Approach to Measuring Account-Based Marketing (ABM)

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"Forget the Fluff: A Practical Approach to Measuring Account-Based Marketing (ABM)," a presentation by Kristen Wendel, Director of Marketing Operations at VersionOne, at Revenue Summit 2017 in San Francisco

Kristen Wendel and her team at VersionOne are focused on the KPIs that really matter for ABM: awareness, engagement, marketing qualified accounts (MQAs), and opportunities. In this presentation, Kristen explains how they leverage account-based marketing and account-based sales development and measure the results of their campaigns in a meaningful way. She also gives us a behind-the-scenes look at what her team’s metrics dashboard looked like when they first started with account-based marketing versus where they are today.

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Forget the Fluff: A Practical Approach to Measuring Account-Based Marketing (ABM)

  1. 1. Forget the Fluff: A Practical Approach to Measuring ABM Kristen Wendel, Director of Marketing Operations @kewendel
  2. 2. Confidential © 2017 VersionOne About Me ERP Software - Acquired by Infor for $227M in 2007 Healthcare Billing Software – Acquired by ResMed for $800M in 2016 Supply Chain Software - Purchased by JDA in 2012 for $1.9B Banking Software – Sold to ACI Worldwide in 2012 • Over 12 years of B2B Software Experience – Execute Demand Gen Programs – Analyze and Optimize Marketing and SDR Performance & Process – Implement MARTECH platforms to support revenue generation – ABM and ABSD
  3. 3. Confidential © 2017 VersionOne About VersionOne • Founded in 2002; headquartered in Atlanta, GA • Leader in unified Agile and DevOps software solutions • Help software teams deliver better software faster • 33 Fortune 100 customers in addition to major government agencies • Successful deployments of up to15,000 users at Bank of America, Boeing, Capital One, Cerner, Lockheed, SAP, Siemens, Social Security Administration, State Farm, USPS, Walt Disney, and Wells Fargo • World-class agile training and transformation consulting services
  4. 4. Confidential © 2017 VersionOne • Compete against large players – Microsoft, CA, and Atlassian • Historically reliant on inbound leads, yet missing out on being considered in evaluations • With a lean team, ABM seen by marketing as best chance to focus on accounts most likely to buy • Improve awareness, engagement, appointments, and pipeline of target accounts Why ABM? 4
  5. 5. Target accounts and MQAs= Fit + Intent (+ Engagement) Market Driven ABM/ABSD Using Everstring, Bombora and Engagio to refine target accounts and direct urgent activity
  6. 6. ABM/ABSD Approach Confidential © 2017 VersionOne 66Confidential © 2016 VersionOne Select Accounts Build Target Contacts Promotion MQAs Check Engagio Build 10+ More Contacts Gather Account InsightCreate Content Personalized Phone+Social+Email ABM + ABSD = One Targeted Effort Marketing Account-Based Value Creation ABSD Value Creation & Appointment Delivery
  7. 7. ABM • Awareness • Engagement • MQA • Opportunity Leads Based • MQLs • Form Fills • CTR • Email Opens ABM KPIs 7Confidential © 2017 VersionOne
  8. 8. • Awareness – Are Target Accounts aware of your company ABM KPIs © 2017 VersionOne 8
  9. 9. • Engagement – Aggregate leads, contact and anonymous activity to show how much time target accounts have spent engaging with your brand ABM Metrics Confidential © 2017 VersionOne 9
  10. 10. • MQA – A target or non-target account that has reached a level of engagement to alert sales to get involved ABM Metrics Confidential © 2017 VersionOne 10
  11. 11. Confidential © 2017 VersionOne ABM Results 11 Tier # of Accounts Engagement % Engaged MQL Sales Appt Opps (I) Pipeline Conversion to Opp Tier 1 99 94 95% 40 7 8 $ 8.08% Tier 2 545 406 74% 123 40 20 $ 3.67% Tier 3 5341 1045 20% 243 65 51 $ 0.95%
  12. 12. Confidential © 2017 VersionOne • ~4,000 (target and non-target) enterprise prospect accounts were engaged quarterly with VersionOne • 88% engagement: we know we can engage target accounts, ~40% of the engagement is pure product engagement • Opp size: Target account opps are 40% larger (I-ACV) than the average • Target accounts generated 40% of new Enterprise Initial pipeline • Target accounts generated 23% of Enterprise Initial bookings – 6-9 month sales cycle ABM Results 12
  13. 13. Q&A

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