The document outlines an account-based marketing summit presented by Demandbase. It provides examples of how Infoblox, Dell, and Surescripts have implemented account-based marketing strategies with positive results. For Infoblox, account-based advertising led to a 56% lift in account engagement. Dell's A/B website testing for B2B visitors resulted in a 20% lift in content engagement. Surescripts' use of account-based advertising attracted 165 new companies and increased awareness by 30%. The document advocates the benefits of analytics, segmentation, testing, and aligning marketing and sales for successful account-based approaches.

1. ACCOUNT-BASED MARKETING
IN ACTION
MARKETING
INNOVATION
SUMMIT
FOR B2B
presented by
#B2BSummit | @Demandbase
April 29-30, 2015 | AT&T Park, San Francisco, CA

2. © 2015 Copyright Demandbase, Inc.
Demandbase Confidential.
2
Account-Based Marketing To-Do’s
ü Introduction to ABM
ü Create a Segmentation Plan
ü Build Analytics Skills
ü Learn Advertising, Personalization & Landing Page
Best Practices
ü Setup Tests and Experiments
q Find out how the best B2B companies are doing it

3. © 2015 Copyright Demandbase, Inc.
Demandbase Confidential.
3
Keep in mind…
§ Different journeys
§ Crawl-Walk-Run
§ Data-Driven
§ Segmentation
§ Account lists

4. MARKETING
INNOVATION
SUMMIT
FOR B2B
presented by
INFOBLOX
April 29-30, 2015 | AT&T Park, San Francisco, CA
ABM IN ACTION

5. © 2015 Copyright Demandbase, Inc.
Demandbase Confidential.
5
Infoblox – Controlling the network
CHALLENGES:
§ Measure performance
§ Marketing & Sales
alignment
§ Attract and engage
key accounts

6. © 2015 Copyright Demandbase, Inc.
Demandbase Confidential.
6
State of ABM at Infoblox
§ Defined Target Account list
§ Documented reporting
process
§ Launched Account-Based
Advertising

7. © 2015 Copyright Demandbase, Inc.
Demandbase Confidential.
7
Using Analytics to Drive Insights
§ Custom reports on
engagement from
key segments and
target accounts
§ Insight into
opportunities for more
targeted attraction,
engagement, and
conversion

8. © 2015 Copyright Demandbase, Inc.
Demandbase Confidential.
8
ABM Results – Account-Based Advertising
RESULTS
56%
ACCOUNT LIFT
(AVG. = 25-30%)
82%
NET NEW
COMPANIES
(62% came from
Demandbase Ads)
392%
INCREASED
PAGEVIEWS

9. © 2015 Copyright Demandbase, Inc.
Demandbase Confidential.
9
What’s next?
1. Double down on Advertising!
900 target accounts, “always on”
2. Enhancing CRM
Demandbase Sales Accelerator
3. Expand on website
optimization and ABM
strategies with continuous
insights to leadership

10. MARKETING
INNOVATION
SUMMIT
FOR B2B
presented by
DELL
ABM IN ACTION

11. © 2015 Copyright Demandbase, Inc.
Demandbase Confidential.
11
Dell – Customization for B2B
CHALLENGES:
§ Filter and capitalize on
homepage traffic from
B2B companies
§ Engage B2B traffic with
relevant, personalized
experience

12. © 2015 Copyright Demandbase, Inc.
Demandbase Confidential.
12
The Pilot – A/B Test with Adobe Target

13. © 2015 Copyright Demandbase, Inc.
Demandbase Confidential.
13
The Result

14. © 2015 Copyright Demandbase, Inc.
Demandbase Confidential.
14
The future is bright with ABM
1. Additional tests deeper in the site:
20% lift in content engagement
2. Track B2B visitors in analytics and
define buying activity
3. Account-Based Advertising:
Drive the right traffic to the site
4. Short forms (w/ hidden company
data) to increase conversions

15. MARKETING
INNOVATION
SUMMIT
FOR B2B
presented by
SURESCRIPTS
ABM IN ACTION

16. © 2015 Copyright Demandbase, Inc.
Demandbase Confidential.
16
Surescripts - Targeted Awareness
CHALLENGES:
§ Increase awareness
§ Relevant messages to
sub-industries
§ Generate demand with
net new companies

17. © 2015 Copyright Demandbase, Inc.
Demandbase Confidential.
17
Using Analytics to Drive Insights
4%
14%
13%
12%
4%
3%4%
9%
2%
4%
6%
5%
20%
Unknown
$1 - $1M
$1M - $5M
$5M - $10M
$10M - $25M
$25M - $50M
$50M - $100M
$100M - $250M
$250M - $500M
$500M - $1B
$1B - $2.5B
$2.5B - $5B
Over $5B
3%
34%
24%
39%
Unknown
1-99 Emp
100-999 Emp
1000+ Emp
COMPANY TRAFFIC BY ANNUAL REVENUE COMPANY TRAFFIC BY # OF EMPLOYEES

18. © 2015 Copyright Demandbase, Inc.
Demandbase Confidential.
18
ABM Advertising at Surescripts
Target Account List:
§ 336 companies
§ Hospitals, Pharmacies, EHR
Advertising Objectives:
§ Surescripts awareness
§ Hospitals - Immunization services
DISPLAY BANNER AD CAMPAIGN LANDING PAGE
PRODUCT PAGE
Retargeting

19. © 2015 Copyright Demandbase, Inc.
Demandbase Confidential.
19
Results – Account-Based Advertising
§ Attracted 165 new Companies
§ Increased page views for
Immunization targets by 35%
§ Increase page views for branding
targets by 124%
§ Increased awareness by
approximately 30%

20. © 2015 Copyright Demandbase, Inc.
Demandbase Confidential.
20
What’s next?
§ Increase volume of
target companies for
Account-Based Advertising
§ Personalization on tap
§ Align ABM action plan with
strategic marketing initiatives

21. MARKETING
INNOVATION
SUMMIT
FOR B2B
presented by
RGIS
ABM IN ACTION

22. © 2015 Copyright Demandbase, Inc.
Demandbase Confidential.
22
RGIS – Doing more with less
CHALLENGES:
§ Limited Marketing budget
§ Increase awareness
beyond retail
§ Static/limited website
experience
§ Lack of digital experience

23. © 2015 Copyright Demandbase, Inc.
Demandbase Confidential.
23
State of ABM – Evolving Strategy
§ Account lists created for
high-value industry
segments
§ Sales Enablement
§ Beginning ABM Analytics
consulting engagement
Crawl Walk Run

24. © 2015 Copyright Demandbase, Inc.
Demandbase Confidential.
24
Using Analytics to Drive Insights
§ Custom reports on
engagement from
key segments and target
accounts
§ Insight into opportunities
for more targeted
attraction, engagement,
and conversion

25. © 2015 Copyright Demandbase, Inc.
Demandbase Confidential.
25
Customer-Centric Website Redesign and Forms
2

26. © 2015 Copyright Demandbase, Inc.
Demandbase Confidential.
26
ABM Strategy in action
TARGET INDUSTRY: Utilities
§ E-mail campaign to 12,761 contacts
§ Initial result: 2 form submits
ABM HIDDEN INSIGHT:
§ 47 identified Utility Companies visited
RGIS.com but have yet raise their hand
(fill out a form)
§ Awareness in the Energy & Utilities sector
increased 235% and website traffic
increased 467% following e-mail campaign
2

27. © 2015 Copyright Demandbase, Inc.
Demandbase Confidential.
27
What’s next?
§ Deeper dive into analytics
(with ABM expert consulting)
§ Optimize new website, focused on personalized,
customer-centric experience
§ Connect marketing with sales
SFDC opportunity data in Performance Manager
to help uncover “hidden opportunities”
§ Exploring Targeted Advertising to specific companies

28. © 2015 Copyright Demandbase, Inc.
Demandbase Confidential.
28
THANK YOU!