ABM Outside the Box: How to Woo, Wow, and Win with Demand Innovation for Valued Accounts

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Our consumers want to be engaged and delighted. Full stop. Buyers are not paying any attention to brands that don’t offer high-value content + engagement experiences across marketing channels. The time for innovation is now! During this webinar, we explore how savvy sales + marketing teams can leverage demand innovation for valued accounts [DIVA] to delight, engage, and convert with out-the-box direct mail experiences.

Marketing

© 2019 DEMANDBASE｜SLIDE 3
TODAY’S DM RAFFLE
5 BOOKS 1 PAIR OF BLUETOOTH
HEADPHONES

AGENDA
Ø PIVOT & INNOVATE
Ø E-GIFT EXPANSION
Ø DIVA (WINE PROGRAM)
Ø TIPS FOR SALES & MARKETING ALIGNMENT
Ø DIRECT MAIL IDEAS
Ø MARNE’S PREDICTIONS
Ø Q&A

© 2019 DEMANDBASE｜SLIDE 5
Creating and executing
highly-customized programs
for individual accounts
Creating and executing lightly-
customized programs for clusters of
accounts with similar issues and
needs
Leveraging technology to tailor and
personalize marketing campaigns for
specific, named accounts at scale
UNDERSTANDING THE THREE TYPES OF ABM
One
-to-
One ABM
One-to-Few
ABM
One-to-Many ABM
Investment&ROIperaccount
HIGH
LOW
Source: ITSMA and Demandbase

© 2019 DEMANDBASE｜SLIDE 6
WE HAD TO PIVOT…. AND INNOVATE

© 2019 DEMANDBASE｜SLIDE 7
E-GIFT EXPANSION
● Expanded our offering >
Expanded access to Sales Org
● Added benefits of V2
○ Tracking
○ Branded Experience
○ Balance Back

© 2020 DEMANDBASE｜SLIDE 8
E-GIFT ROLLOUT
● Keep it clear and concise with Sales leaders
● Be able to give your training & pitch in 10 minutes
● Bring your SDR Champions

© 2020 DEMANDBASE｜SLIDE 9
E-GIFT ROLLOUT

© 2019 DEMANDBASE｜SLIDE 10
q Have a reason you are sending
q Reconnecting
q Confirming upcoming meeting
q Congratulations
q Personalize the eGift and the
messaging
q Use a multichannel approach
q Work closely with your sales
counterpart (divide work or
piggyback)
q Every week pick 2 high-value
prospects you want to engage
E-GIFTING
BEST PRACTICES

© 2019 DEMANDBASE｜SLIDE 11
DIRECT MAIL WINS/EXAMPLES

© 2019 DEMANDBASE｜SLIDE 12
REMEMBER THIS?

© 2019 DEMANDBASE｜SLIDE 13
ABM TASTING ROOMS- DEMAND INNOVATION FOR VALUED ACCOUNTS (DIVA)

© 2019 DEMANDBASE｜SLIDE 14
THE HOW
Preferred Mailing Address Form
1. Schedule Sales Rollout Meeting
2. Sales team sends invites
3. Contacts fill out the form
4. Contacts drop into SFDC Campaign
5. Confirmation email sent with Zoom info and
calendar hold
6. Trigger TMA Transaction by flipping member
status
7. Give Sales tracking report for follow up

© 2019 DEMANDBASE｜SLIDE 15
q Get Sales involved from the
start.
q Find your DM champions.
q Use calendar holds and reach
out on Slack.
q Celebrate successes.
q Get into Sales team meetings
and stay.
q Work smarter not harder (with
technology).
TIPS FOR
SALES &
MARKETING
ALIGNMENT

© 2019 DEMANDBASE｜SLIDE 16
q Target Account List or
q AE Top 30
q High or Medium Demandbase
Intent Score
q Competitive Intent
q On our website in last 30 days
q Director or VP+ (Decision maker)
ABM
CONSIDERATIONS
FOR DIRECT MAIL

© 2019 DEMANDBASE｜SLIDE 17
WHAT TO SEND, WHEN?
Awareness
Engagement
Acceleration
Org Expansion
Re-Engagement
Celebrate the Close

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1. SALES+MARKETING: ABM OUTSIDE THE BOX DELANEY KUTSAL | MARKETING PROGRAMS MANAGER | DEMANDBASE MARNE REED | CHIEF EVANGELIST | PFL

4. AGENDA Ø PIVOT & INNOVATE Ø E-GIFT EXPANSION Ø DIVA (WINE PROGRAM) Ø TIPS FOR SALES & MARKETING ALIGNMENT Ø DIRECT MAIL IDEAS Ø MARNE’S PREDICTIONS Ø Q&A

5. © 2019 DEMANDBASE｜SLIDE 5 Creating and executing highly-customized programs for individual accounts Creating and executing lightly- customized programs for clusters of accounts with similar issues and needs Leveraging technology to tailor and personalize marketing campaigns for specific, named accounts at scale UNDERSTANDING THE THREE TYPES OF ABM One -to- One ABM One-to-Few ABM One-to-Many ABM Investment&ROIperaccount HIGH LOW Source: ITSMA and Demandbase

10. © 2019 DEMANDBASE｜SLIDE 10 q Have a reason you are sending q Reconnecting q Confirming upcoming meeting q Congratulations q Personalize the eGift and the messaging q Use a multichannel approach q Work closely with your sales counterpart (divide work or piggyback) q Every week pick 2 high-value prospects you want to engage E-GIFTING BEST PRACTICES

14. © 2019 DEMANDBASE｜SLIDE 14 THE HOW Preferred Mailing Address Form 1. Schedule Sales Rollout Meeting 2. Sales team sends invites 3. Contacts fill out the form 4. Contacts drop into SFDC Campaign 5. Confirmation email sent with Zoom info and calendar hold 6. Trigger TMA Transaction by flipping member status 7. Give Sales tracking report for follow up

15. © 2019 DEMANDBASE｜SLIDE 15 q Get Sales involved from the start. q Find your DM champions. q Use calendar holds and reach out on Slack. q Celebrate successes. q Get into Sales team meetings and stay. q Work smarter not harder (with technology). TIPS FOR SALES & MARKETING ALIGNMENT

16. © 2019 DEMANDBASE｜SLIDE 16 q Target Account List or q AE Top 30 q High or Medium Demandbase Intent Score q Competitive Intent q On our website in last 30 days q Director or VP+ (Decision maker) ABM CONSIDERATIONS FOR DIRECT MAIL

18. © 2019 DEMANDBASE｜SLIDE 18 ENHANCE VIRTUAL EXPERIENCES WITH THE PHYSICAL REALITY OF YOUR BRAND ● Include materials you would have given out at a physical trade show, such as collateral, swag, and snacks. ● Provide a personal and warm welcome to each attendee with a handwritten note. ● Use an engaging, custom effect like scratch-and-reveal or pull away tabs to reveal raffle numbers for a giveaway that will occur live. ● Include a “Top Secret” sealed envelope to be opened only during the event. Put the energy of a live event into the hands of a remote attendee. Here are a few ideas:

20. © 2019 DEMANDBASE｜SLIDE 20 5 TIPS FOR INTEGRATING YOUR BRAND WITH VIRTUAL EVENTS This popup desk calendar is a fun reminder of your event date 1. Automate the customer journey for best results. 2. Ensure the enhanced virtual experience package you send properly represents your brand. 3. Set a deadline for attendees to receive the complete enhanced experience. 4. Ship to preferred addresses. 5. Use digital signals to inform the content and timing of your direct mail.

21. Q&A

22. THANK YOU

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