You’ve seen the headlines. You’ve read the success stories. You know ABM is key to your continued success. But how do you translate everything you’ve heard into execution and results for your organization? We’ll go beyond the buzz and hype surrounding the strategy and share real-world stories from two ABM pros. In this webinar, they will cover: - Their ABM campaign ideation, collaboration and measurement strategies - How they leveraged different teams to execute successful campaigns - Best practices for running integrated ABM campaigns

1. ABM IS A TEAM SPORT
STORIES FROM THE FIELD
Jessica Fewless | Demandbase
Kristen Alexander | Certain
Rose Morabito | Brightcove

2. © 2018 DEMANDBASE｜SLIDE 2
TODAY’S PRESENTERS
JESSICA FEWLESS
VP, ABM Strategy & Field Marketing
Demandbase
ROSE MORABITO
Digital Campaign Manager
Brightcove
KRISTEN ALEXANDER
CMO
Certain

3. AGENDA
§ State of ABM
§ Brightcove: Aligning Teams Around ABM
§ Certain: ABM Field Programs
§ Q&A

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SKILLS GAPS STEM FROM OLD MODEL

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Collaboration vs. Conflict
Quality vs. Quantity
Efficiency vs. Wastefulness
Proactive vs. Reactive
Intelligence vs. Leads
KEY GAINS OF ABM STRATEGY

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Target
Accounts?
Budgeting?
ABM Tech
Stack?
Marketing
Mix?
Buy-In? Scaling? Metrics?
THE “HOW”
But something is missing…

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There is
no “I”
in ABM.

8. © 2016 DEMANDBASE / SLIDE 8
THE CHALLENGES OF ABM
KEY CHALLENGES:
ALIGNMENT &
ORCHESTRATION
B2B Marketers Already Realize
the Top Challenges
TOPO: ABM State of the Market
0% 5% 10% 15% 20% 25%
Developing Content
Lack of ABM Metrics
Technology
Executive Buy-in
Target Account List
Orchetration & Processes
Alignment
Orchestration & Processes

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COORDINATING INTEGRATED CAMPAIGNS
Marketing Operations
Demand Generation
Field Marketing
Partner Marketing
Content Marketing
Social Media
Customer Marketing
Web Marketing
Sales Enablement
Marketing Operations
Demand Generation
Field Marketing
Partner Marketing
Content Marketing
Social Media
Customer Marketing
Web Marketing
Sales Enablement

10. BRIGHTCOVE
ROSE MORABITO
DIGITAL CAMPAIGN MANAGER

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StakeholdersSales
Demand Gen
Marketing
Marketing
Analysts
Marketing
Ops

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MARKETING OPERATIONS
§ Identifying target
accounts in SFDC
§ Named Nurture
Campaigns in Eloqua

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MARKETING ANALYSTS
§ Creates SFDC Dashboards for Marketing/Sales
§ Tableau Dashboards for ABM and Attribution

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TABLEAU
DASHBOARDS
FOR ABM

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Demand Gen
Functions
Campaigns
Weekly
Standups
Reporting
Target
Accounts

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§ 6 Advertising Campaigns
§ Social Campaigns
§ 2 Email Campaigns
§ 1 Direct Mailer
ABM CENTRIC CAMPAIGNS

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6 ADVERTISING
CAMPAIGNS
§ Customer
§ Prospect
§ Retargeting Campaign
§ Targeted Account
Director Campaign
§ Franchise
§ Retail
2 EMAIL CAMPAIGNS
§ Targeted Account
Director Campaign
§ Meet your Account
Manager Campaign
DIRECT MAIL CAMPAIGN
§ View Master Campaign

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PERSONALIZED BANNER ADS ABM SOCIAL CAMPAIGN VIDEO EMAIL CAMPAIGN
TARGET ACCOUNT CUSTOMER
DIRECT MAILER

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§ Bi-weekly meetings to review:
§ Active accounts alerted from:
§ Google Analytics Reports
§ ABM Dashboards in SFDC
§ Engagio
§ Discuss pipeline and any other accounts
§ Review upcoming campaigns, webinars, nurtures
§ Discuss any potential need for new marketing campaigns, swag, etc.
SALES WEEKLY STANDUPS

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ABM STAKEHOLDER MEETINGS
§ Bi-weekly meeting:
§ Sales and Marketing Leaders
§ Topics Discussed:
§ List updates
§ Campaigns running
§ Advertising results
§ Engaged/unengaged accounts
§ Next steps

22. BRIGHTCOVE
ROSE MORABITO
DIGITAL CAMPAIGN MANAGER

23. CERTAIN
KRISTEN ALEXANDER
CHIEF MARKETING OFFICER

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THE SETUP
§ Dreamforce - the biggest technology conference
§ ~180,000 sales and marketing professionals
§ Nearly every Certain Target Account is there!
THE CHALLENGE
§ How can Certain maximize the opportunity to engage with Target
Accounts at Dreamforce without sponsoring a booth at the show?
CHALLENGE

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GO OFFSITE
B2B CHAMPIONS CLUB
WITH THE ABM
LEADERSHIP ALLIANCE

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GET GUERRILLA
DREAMFORCE EXPO
FLOOR GIFT DROP

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BE PREMIUM
VIP CUSTOMER &
PROSPECT DINNER

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USE THE PARTY HOOK
VIP LOUNGE
@ ABM FUSION PARTY

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MARKETING
§ Created Target Account lists & segmentation
§ Created emails, social posts
§ Helped SDR team set target account meetings
§ Organized gift drop
§ Nurtured post-event
SALES
§ Reached out to Named Target Accounts with all CTAs
§ Set meetings
§ Worked event, hosted meetings
§ Orchestrated post-event follow-up with hottest accounts
29
INTEGRATED ABM STRATEGY FOR EVENTS

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EMAIL CALLS TO ACTION

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THE NUMBERS
Event Tactic # Meetings % Target Account
Meetings
Dreamforce Expo Floor Gift
Drop
31 100%
B2B Champions Club &
Presentations
43 58%
VIP Lounge @ ABM Fusion
Party
19 84%
VIP Dinner 12 75%
100 High Impact Engagements

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KEY TAKEAWAYS
1. You can have impact at events without sponsoring a booth
▪ Partners
▪ Guerrilla tactics
▪ Dinners
2. Have empathy for your Target Account buyer
▪ Where are they likely to be?
▪ What is their day like?
▪ How can you engage in the context of the Dreamforce experience
3. Don’t neglect the data!
▪ To prove success, measure KPIs like: Meetings Set, # Opps Create, $ Pipeline
Created, $ Pipeline Influenced, Sales Stage Acceleration
4. Collaborate with your team
• Work in lockstep for ABM success!

33. CERTAIN
KRISTEN ALEXANDER
CHIEF MARKETING OFFICER

34. Q&A

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INVITE YOUR PEERS & COLLEAGUES TO JOIN US!
ABM is a Team Sport Workshop Series
Date: City:
Thursday, February 8 Denver, CO
Thursday, February 15 San Francisco, CA
Tuesday, February 27 Philadelphia, PA
Tuesday, February 27 Atlanta, GA
Thursday, March 1 Washington D.C.
Tuesday, March 6 Toronto, Canada
Thursday, March 8 South Bay, CA
Tuesday, March 13 Chicago, IL
Wednesday, March 14 Minneapolis, MN
Thursday, March 15 Seattle, WA
Tuesday, March 20 Dallas, TX
Wednesday, March 21 Austin, TX
Tuesday, March 27 Boston, MA
Wednesday, March 28 New York, NY

36. © 2018 DEMANDBASE｜SLIDE 36
April 11-12, 2018
Pier 27, San Francisco
30% OFF
With Code: ABMSAVER
www.ABMInnovationSummit.com
50% OFF
When you bring a friend! Email:
registration@demandbase.com