The new normal: Account-based selling meets account-based marketing

1. The New Normal:
Account Based Selling meets
Account Based Marketing
Peter Isaacson
CMO, Demandbase

2. The sales and marketing divide
MARKETING SALES
Leads
Personas
Quantity
Individuals
Opportunities
Buyers/Influencers
Quality
Accounts

3. Leads aren’t valued…
of marketing
generated leads are
never followed
up by sales.
50%
- Miller Pierce, 2014 VOC Study

5. Account-Based Marketing
Identify the companies
most likely to buy, and
then market to them

6. Account-Based Marketing
Identify the companies
most likely to buy, and
then market to them

7. Why Account-based
Marketing?
Focuses on
best opportunities
Delivers customer-
centric experience
Supports
Sales reality
Connects Marketing
to revenue

8. 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

9. ©2015 Copyright Demandbase, Inc.
Demandbase Confidential.
9
ABM
ABM at
Scale
Traditional
Demand Gen
Tiers of Account-Based Marketing
25- 50 accounts
 Intensive research
 Account-specific insights and messaging
 High touch, bespoke marketing programs
5000+ accounts
 Broad lead gen
 Focus on volume and qualification
 Minimal personalization

10. ©2015 Copyright Demandbase, Inc.
Demandbase Confidential.
10
ABM
ABM at
Scale
Traditional
Demand Gen
Tiers of Account-Based Marketing
25- 50 accounts
 Intensive research
 Account-specific insights and messaging
 High touch, bespoke marketing programs
50- 5000 accounts
 Accounts grouped into buckets (industry,
size, attributes, lifecyle stage, etc…
 Personalization scaled through technology
5000+ accounts
 Broad lead gen
 Focus on volume and qualification
 Minimal personalization

11. What drove the change?
 IP Targeting
 Account-based, real time bidders
 Real time customization
 More bandwidth/faster speeds
 DMPs
 Frustrated B2B Marketers

12. Getting Started with ABM
Align sales
and marketing
Identify
target accounts
Develop ABM
Marketing Plan
Measure

13. Align
Sales and
Marketing
Philosophical Alignment
 Shared belief in an
account-based approach
 Commitment to collaboration
Operational Alignment
 Target account list selection
 Planning and execution
cadence
Metrics/Goals Alignment
 Shared across teams
 Connected to business impact

14. Segmenting Your Target Account List
Segments you select must have discrete business objectives
that marketing can build programs to support
Healthcare
FinServ
Manufacturing
Technology
Competitor
B
Competitor
D
Competitor
C
Competitor
A
Funnel Stage Industry
Competitive
Displacement
ColdLate Stage
MQL/SAL
In
Pipe

15. The ABM Marketing Mix
Events
What percentage of attendees are on
my target account list?
Fewer Events, Greater Investment
Digital Campaigns
How do I provide a consistent, relevant
experience?
Optimize for the 15%
Customer Marketing
How can I support our customer
success team and our AEs?
Selling to and with our Customers
Field Campaigns
Which regions have the greatest
concentration of target accounts?
Set the strategy, don’t chase requests
Target
Account List

16. Close Rates
ACV
Funnel Velocity
Impressions/CPMs
Click-through Rates
Web Traffic
Unique Visitors
Net New Names
Inquiries
MQLs
Target Account Activity
Opportunities
Pipeline
Closed Revenue
Available to Close
Measuring Success
Campaign Metrics Business Outcomes

17. TARGET
ACCOUNTS
Positioning/Attribute
Targeting
► technology footprint
► competitive displacement
► regulatory issues
Company Size or Industry
Targeting
► mid market vs. enterprise
► FSI vs manufacturing vs.
healthcare
Sales Cycle Targeting
► prospect vs. customer
► pre-sales engagement vs.
pipeline push
ABM MATURITY MODEL
TIER1TIER2TIER3
MEASUREMENT
Business Outcomes
► ACV
► close rate
► retention/upsell
Campaign Performance
► CTRs
► Conversions
► inquiries
► MQLs
Revenue Performance
► lift
► pipeline
► funnel velocity
MARKETING
PROGRAMS
Analog and Digital
Full Funnel
► ads, website, MAS/CRM
► corporate events
► field activities
Bottom of the Funnel/
Lead Generation
► data append
► forms autofill
Full Funnel Digital
► ads/attraction
► website engagement
► MAS/CRM
TIER1TIER2TIER3
TIER1TIER2TIER3
TIER1TIER2TIER3
SALES & MARKETING
ALIGNMENT
Metrics and Goals
Alignment
► shared across teams
► connected to business
impact
Operational Alignment
► target account selection
► planning and execution
cadence
Philosophical Alignment
► shared belief in an account-
based approach
► commitment to collaboration

18. Demandbase Funnel Metrics
MQL SAL PIPELINE CLOSE
82%
49%
24%
96%
64%
42%
17%
51%
75%

19. Demandbase Business Metrics
Sales Team Close Rate ACV Funnel Velocity
Enterprise +285% +35% +2%
Mid Market +166% +40% -20%
Advertising +57% +31% +65%

21. Defining Targets
Customers
Prospects
Partners
Upsell
Renewal
Awareness
Trial
Re-
Engage
Competitive
Purchase
Acquire
Inform
CoSell

22. Click Through Rates
Impressions/CPMs
Web Traffic
Unique Visitors
Conversions
Inquiries
MQLs
Measuring Success
Opportunities
Pipeline
Close Rates
ACV
Funnel Velocity
Target Account Activity
Lift
Retention And Upsell
VS
Campaign Performance Business Impact