This document discusses the implementation and benefits of account-based marketing (ABM) through case studies of two companies, Demandbase and Medidata. It emphasizes the alignment of sales and marketing, the need for optimized resources, and the importance of personalized engagement with target accounts. Key findings highlight significant improvements in marketing engagement and business results when utilizing ABM strategies.

1. Account-Based
Marketing: Lessons in
Scalability and Impact
From Two Client
Journeys
Megan Heuer
Vice President and Group Director
#sdwebcast

2. © 2015 SiriusDecisions. All Rights Reserved 2
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3. © 2015 SiriusDecisions. All Rights Reserved 3
• SiriusDecisions is the leading global b-to-b research and advisory firm.
We deliver the actionable intelligence, transformative frameworks and
expert guidance that equip executives to modernize and elevate sales,
marketing and product performance.
• Founded in 2001
• Unique differentiators
• Broad, ongoing decision support
• Laser focus on b-to-b universe
• SiriusDecisions database: Fact-based intelligence
• Where sales, marketing and product meet
What is SiriusDecisions?

4. Account-Based
Marketing: Lessons in
Scalability and Impact
From Two Client
Journeys
Megan Heuer
Vice President and Group Director
#sdwebcast

5. © 2015 SiriusDecisions. All Rights Reserved 5
Today’s Presenters
Megan Heuer
Vice President and
Group Director
SiriusDecisions
John Seaner
Vice President, Global
Field Marketing
Medidata Solutions
Peter Isaacson
Chief Marketing
Officer
Demandbase

6. © 2015 SiriusDecisions. All Rights Reserved 6

7. © 2015 SiriusDecisions. All Rights Reserved 7
What We’ll Cover Today
• Key issues
• Companies who use account-based marketing (ABM) create better alignment with sales
and deliver compelling business results
• Effective ABM requires an optimized balance of insights, technology and process
• Bringing scale to ABM requires having the right resources and skills in place
• What you will walk away with
• Understanding of how two companies, Demandbase and Medidata, are delivering great
results using different ABM types
• Highlights from the roadmap to ABM success, from insights to technology
• Inspiration for building a best-in-class program in your business

8. Introduction to Account-Based Marketing
What Is It, and How Do You Make It Work?

9. SiriusPerspective:
© 2014 SiriusDecisions. All Rights Reserved 9
Facts: A Balanced Approach Works and ABM Delivers
The SiriusDecisions 2015 B-to-B Buyer Study of more than 1,000 buyers
showed that sales and marketing need to be aligned more than than ever.
Sales is involved from the start:
B-to-B buyers say a sales rep from the winning vendor was involved in the
“Education” stage of their journey in 49 percent to 67 percent of the time.
Marketing is involved through the finish line:
Buyers average an almost event split (51 percent non-human/49 percent human)
of interaction types throughout all stage of buying.
Customer experience has a major impact on buying decisions:
71 percent of the overall purchase drivers for b-to-b buyers are based on direct or
indirect customer experience.

10. © 2014 SiriusDecisions. All Rights Reserved 10
ABM Combines A Math Problem and A Personality Test
Marketing must align its efforts to the
accounts, sellers and actions most
likely to deliver growth.
Marketing must execute
in a way that respects and engages
customers based on their needs,
preferences and timing.

11. SiriusPerspective:
© 2014 SiriusDecisions. All Rights Reserved 11
ABM Is New For Most, But Not All, B-to-B Companies
Account-based marketing is common in EMEA, where field marketing
supports sales on specific accounts at the country level.
ABM Pilot ABM Full Program
38 percent
have had a pilot in place for
less than 6 months…
14 percent
have had a pilot in place
for more than 6 months
26 percent
have had a full program in in
place for less than one year…
20 percent have had
a full program in place for
more than a year

12. SiriusPerspective:
© 2015 SiriusDecisions. All Rights Reserved 12
The SiriusDecisions Account-Based Models Framework
There are four types of ABM; All b-to-b companies have a need for at
least one of these based on business model, and all begin with a defined universe.

13. SiriusPerspective:
© 2015 SiriusDecisions. All Rights Reserved 13
The SiriusDecisions Account-Based Models Framework
There are four types of ABM; All b-to-b companies have a need for at
least one of these based on business model, and all begin with a defined universe.

14. © 2014 SiriusDecisions. All Rights Reserved 14
Good ABM Follows A Process With A Solid Foundation
Insights
Interlock / Communication
Technology
Organization, Roles, Competencies
Education
Scoping
Resourcing
Assessment
Opportunity
Identification
Scoring
Selection
Goals
Messaging
Tactic Selection
Plan Delivery
Pilot
Full Rollout
Participation
Optimization
Audiences
Metric Selection
Delivery
Maturity Audit
Benchmarking
Preparation Prioritization Planning Execution Measurement
SiriusDecisions Account-Based Marketing Framework

15. SiriusPerspective:
© 2015 SiriusDecisions. All Rights Reserved 15
Access To ABM Tech Ecosystem Speeds Time To Impact
Most companies (61%) say they will invest in tools for ABM this year;
Make sure to select the right ones then provide people and training to make them work.
Social Media
Marketing & Sales
Force Automation
AdTech
Data /
Insights
Services
Customer
Success
Mgmt.
Progressive Profiling &
Dynamic Display/CMS
Analytics
(Web, reporting,
predictive/
advanced, etc.)
Customer
Reference/
Advocate
Marketing
Customer
Intelligence
Management
Buying Cycle Customer Lifecycle
Account Planning

16. © 2015 SiriusDecisions. All Rights Reserved 16
Aligned Measurement Shows ABM Impact The Right Way
Metric Class Metric Examples Description

17. © 2015 SiriusDecisions. All Rights Reserved 17
Aligned Measurement Shows ABM Impact The Right Way
Counts of actions taken
• Account/Contact Activity
• Sales Utilization
Activity
Metric Class Metric Examples Description

18. © 2015 SiriusDecisions. All Rights Reserved 18
Aligned Measurement Shows ABM Impact The Right Way
Counts of actions taken
• Account/Contact Activity
• Sales Utilization
Activity
Direct results of actions
• Pipeline Influence
• Conversion rates
• Relationship Development
Output
Metric Class Metric Examples Description

19. © 2015 SiriusDecisions. All Rights Reserved 19
Aligned Measurement Shows ABM Impact The Right Way
Counts of actions taken
• Account/Contact Activity
• Sales Utilization
Activity
Direct results of actions
• Pipeline Influence
• Conversion rates
• Relationship Development
Output
Effects against business goals
• Revenue Growth
• Retention
• Loyalty
• Advocacy
Impact
Metric Class Metric Examples Description

20. © 2015 SiriusDecisions. All Rights Reserved 20
Aligned Measurement Shows ABM Impact The Right Way
Counts of actions taken
• Account/Contact Activity
• Sales Utilization
Activity
Direct results of actions
• Pipeline Influence
• Conversion rates
• Relationship Development
Output
Effects against business goals
• Revenue Growth
• Retention
• Loyalty
• Advocacy
Impact
Preparedness to perform
• Account Insights
• New Contacts
• Successful Planning
Readiness
Metric Class Metric Examples Description

21. Industry / Segment ABM: Medidata
John Seaner

22. © 2014 Medidata Solutions, Inc.
Medidata ABM Program Overview
October 1, 2015
John Seaner
Vice-President Global Field Marketing

23. © 2014 Medidata Solutions, Inc.
Leading cloud-based clinical trial platform
Powering 50% of the world’s drug studies
18
Scientific,
Operational
and Patient
Value
530+
Customers
5,500+
Patient
Visits / Day
2.5M+
Patients
300,000+
Study Sites
8 Billion+
Clinical
Records
573,000+
Data
Points/Day

24. © 2014 Medidata Solutions, Inc. 19
 “Selfie” messaging
 Makers of “pretty things”
 The “party planners”
 One size fits all content
 Clicks, page views and form fills
 Zero focus on the big picture
 “Us” (Marketing) vs “them” (Sales)
ABM was our chance to change perception
Marketing had no seat at the table

25. © 2014 Medidata Solutions, Inc.
Target accounts
generate 78% of all
industry revenues
and consume 70%
of all industry R&D
spend in 2014
100
Average number of
personas per target
account buying
center
16
The baseline marketing
noise to which these
target personas are
subjected in the form of
tradeshows, events,
webinars, etc.
668
Target personas
control 70% of a $13
billion total addressable
market
1600
We identified the target accounts
Basis of no more “checklist” / ”spray and pray” marketing

26. © 2014 Medidata Solutions, Inc. 21
Then took a data science approach
17 attributes from 4 categories predict 92% success rate
 Sales Relationship
 Marketing Engagement
Level
 Customer Experience
 Digital Footprint and
Body Language

27. © 2014 Medidata Solutions, Inc.
We answered the tough questions
Towards integrated “decision assistance packages” / demand tradecraft
• Who are the buyers, their mindsets and decision criteria (business and
personal)
• What is the buyers’ definition of a solution?
• What are the natural decision paths of the buyers?
• What slows a decision (gaps, blind alleys,
bottlenecks and roadblocks)?
 What kind of information do they need?
 When do they need information?
 From what source do they need information?
 In what form do they need information?
 In what sequence do they need information?

28. © 2014 Medidata Solutions, Inc. 23
Our efforts were supplemented by a new
team
Pulled from Sales, Customer Care, Data Science, Finance and Product
• Customer
Experience
• Business Value
• Account
Governance

29. © 2014 Medidata Solutions, Inc. 24
A new technology stack was implemented
Both COTS and custom development
• Customer insight
• Digital footprint
• Movement triggers
• Persona pain
points
• Trended
commercial
education topics

30. © 2014 Medidata Solutions, Inc.
Our results year to date
75% of marketing budget will be allocated to ABM in 2016
“As a sales
executive, this is
exactly what I
was hoping for
from ABM – an
avenue to
develop deep
relationships with
customers and
prospects.”
714%
Increase
Senior
Executive…
210% Increase
Target account
marketing inquiries
211% Increase
Marketing
engagement rate
159% Increase
Marketing sourced
demand

31. Named ABM: Demandbase
Peter Isaacson

32. Driving Results with ABM:
Demandbase on Demandbase
Peter Isaacson | CMO
October 1, 2015

33. © 2015 SiriusDecisions. All Rights Reserved 33©2014 Copyright Demandbase, Inc.
Demandbase Confidential.
33
Account-Based Marketing
Identify the
companies most
likely to buy, and
then market to them

34. © 2015 SiriusDecisions. All Rights Reserved 34©2014 Copyright Demandbase, Inc.
Demandbase Confidential.
34
Account-Based Marketing
Identify the
companies most
likely to buy, and
then market to them

35. ©2015 Copyright Demandbase, Inc.
Demandbase Confidential.
35
ABM Across The Funnel
Measure
(x2)
AttractEngage
Convert

36. ©2015 Copyright Demandbase, Inc.
Demandbase Confidential.
36
Creating our ABM Strategy
IDENTIFY
STAKEHOLDERS
AGREE ON
TARGET LISTS &
PERSONALIZED
EXPERIENCES
BUILD LISTS &
EXPERIENCES
MEASURE &
ITERATE

37. © 2015 SiriusDecisions. All Rights Reserved 37

38. © 2015 SiriusDecisions. All Rights Reserved 38

39. © 2015 SiriusDecisions. All Rights Reserved 39

40. © 2015 SiriusDecisions. All Rights Reserved 40

41. © 2015 SiriusDecisions. All Rights Reserved 41
Account-Based Advertising

42. ©2015 Copyright Demandbase, Inc.
Demandbase Confidential.
42
The Role of Account-Based Advertising
Business objectives:
Awareness for the right traffic
Conversions in the right cases

43. ©2015 Copyright Demandbase, Inc.
Demandbase Confidential.
43
Analytics upsell to 176 customer accounts
BANNER CREATIVE LANDING PAGE W/ PERSONALIZATION

44. ©2015 Copyright Demandbase, Inc.
Demandbase Confidential.
44
Results

45. ©2015 Copyright Demandbase, Inc.
Demandbase Confidential.
45
Lifted Companies are 2.7x more likely to close
SAL PIPELINE CLOSE
48%
23%

46. ©2015 Copyright Demandbase, Inc.
Demandbase Confidential.
46
Lifted Companies are 2.7x more likely to close
SAL PIPELINE CLOSE
48%
23%

47. ©2015 Copyright Demandbase, Inc.
Demandbase Confidential.
47
Lifted Companies are 2.7x more likely to close
SAL PIPELINE CLOSE
48%
23%
73%
41%

48. ©2015 Copyright Demandbase, Inc.
Demandbase Confidential.
48
Lifted Companies are 2.7x more likely to close
SAL PIPELINE CLOSE
48%
23%
73%
41%
52%
78%

49. © 2015 SiriusDecisions. All Rights Reserved 49
Website Personalization

50. ©2015 Copyright Demandbase, Inc.
Demandbase Confidential.
50
Strategy
 Provide a consistent experience for ABA campaigns
 Engage our target audiences with tailored messages
 Call out personalization throughout the website
 Make it easy to convert
 Use personalization to demonstrate Demandbase’s
capabilities

51. ©2015 Copyright Demandbase, Inc.
Demandbase Confidential.
51
Homepage Personalization: Hello

52. ©2015 Copyright Demandbase, Inc.
Demandbase Confidential.
52
Homepage Personalization: Attract

53. ©2015 Copyright Demandbase, Inc.
Demandbase Confidential.
53
Homepage Personalization: Engage

54. ©2015 Copyright Demandbase, Inc.
Demandbase Confidential.
54
Homepage Personalization: Home

55. ©2015 Copyright Demandbase, Inc.
Demandbase Confidential.
55
Homepage Personalization: Home

56. ©2015 Copyright Demandbase, Inc.
Demandbase Confidential.
56
Homepage Personalization: Home

57. ©2015 Copyright Demandbase, Inc.
Demandbase Confidential.
57
Homepage Personalization: Home

58. ©2015 Copyright Demandbase, Inc.
Demandbase Confidential.
58
Weekly Web Metrics: By Audience and Industry
Traffic Engagement Conversion
By Audience (and Industry)

59. © 2015 SiriusDecisions. All Rights Reserved 59
Personalization Impact
Traffic Metrics
INSIGHTS
 Overall traffic trended down, but…
 Traffic from Prospects increased
significantly
 Traffic from Customers increased
 We are getting more of the right traffic
to the website
Period* Sessions Users
BASELINE 27,589 23,703
(non-watchlist visitor) 26,991 23,252
Prospects 879 692
Customers 598 451
PHASE ONE 22,778 17,541
% Change -17.4% -26%
(non-watchlist visitor) 21,366 16,464
% Change -21% -29%
Prospects 1,412 1,077
% Change 61% 56%
Customers 1,183 800
% Change 98% 77%
*Baseline = 11/15/14 – 1/31/15
Phase One = 2/1/15 – 4/19/15
Phase Two = 4/20/15 – 7/6/15

60. © 2015 SiriusDecisions. All Rights Reserved 60
Personalization Impact
Engagement Metrics
INSIGHTS
 Bounce rate is down for all audiences
 Bounce rate is down significantly for
Prospects and Customers
 Everyone is spending more time on
the site and looking at more pages
 Content and design are more
engaging and are resonating well with
our target audiences
Period* Bounce Rate
Avg. Session
Duration
Pages /
Session
BASELINE 32.87% 00:01:24 2.50
(non-watchlist visitor) 32.66% 00:01:23 2.51
Prospects 42.78% 00:02:03 2.49
Customers 42.31% 00:02:08 2.18
PHASE ONE 27.84% 00:02:36 4.96
% Change -15.3% 86% 98.4%
(non-watchlist visitor) 28% 00:02:36 4.94
% Change -15% 88% 97%
Prospects 29% 00:02:46 5.20
% Change -32% 35% 109%
Customers 30% 00:02:32 4.41
% Change -29% 19% 102%
*Baseline = 11/15/14 – 1/31/15
Phase One = 2/1/15 – 4/19/15

61. © 2015 SiriusDecisions. All Rights Reserved 61
Personalization Impact
Conversion Metrics
INSIGHTS
 Conversion rates and
completions have increased
dramatically
 Contact Us is no longer a
primary CTA, so worse
performance is expected
 Personalization has the right
impact!
Period*
Download
Rate
Download
s
Contact Us
Rate
Contact Us
Demo
Request
Rate
Demo
Request
BASELINE 0.25% 69 0.25% 69 0.11% 29
(non-watchlist visitor)
0.25% 67 0.25% 67 0.11% 29
Prospects 0.34% 3 0.46% 4 0.11% 1
Customers 0.33% 2 0.33% 2 0.00% 0
PHASE ONE 0.30% 69 0.16% 37 0.40% 92
% Change 20% 0.00% -36% -46% 264% 217%
(non-watchlist visitor)
0.29% 63 0.15% 33 0.42% 90
% Change 16% -6% -40% -51% 282% 210%
Prospects 0.42% 6 0.28% 4 0.14% 2
% Change 24% 100% -39% 0% 27% 100%
Customers 0.08% 1 0.17% 2 0.25% 3
% Change -76% -50% -48% 0% 0.00% 0%
*Baseline = 11/15/14 – 1/31/15
Phase One = 2/1/15 – 4/19/15

62. © 2015 SiriusDecisions. All Rights Reserved 62
Overall Results

63. ©2015 Copyright Demandbase, Inc.
Demandbase Confidential.
63
Funnel Metrics
MQL SAL PIPELINE CLOSE
82%
49%
24%

64. ©2015 Copyright Demandbase, Inc.
Demandbase Confidential.
64
Funnel Metrics
MQL SAL PIPELINE CLOSE
82%
49%
24%
96%
64%
42%

65. ©2015 Copyright Demandbase, Inc.
Demandbase Confidential.
65
Funnel Metrics
MQL SAL PIPELINE CLOSE
82%
49%
24%
96%
64%
42%
17%
51%
75%

66. ©2015 Copyright Demandbase, Inc.
Demandbase Confidential.
66
DB3k vs Non DB3k Accounts
Sales Team Close Rate ACV Funnel Velocity
Enterprise 3.8x +35% +2%
Mid Market 2.6x +40% -20%
Advertising 1.6x +31% +65%

67. Are You Ready For ABM?
Evaluating What It Takes To Deliver Great Results

68. SiriusPerspective:
© 2015 SiriusDecisions. All Rights Reserved 68
What It Takes To Get Started The Right Way
ABM doesn’t work if it’s someone’s part-time project; Assign one of your
best marketers and start with a focused pilot, then build from there.
Three Must-Haves To Start ABM Right
1. A Leader
Make ABM
someone’s full
responsibility, not a
part-time project, and
provide resources to
make it work
2. Clear Goals
Define SMART
objectives upfront
(specific, measurable,
achievable, relevant
and time-bound)
3. Sales Support
Choose to work with
sales leaders and
reps who are open to
marketing’s help and
to collaboration

69. Questions?

70. Thank You

71. Q&A

72. 19-20 October
Westminster Park Plaza London
2015 Summit Europe
Outperform: Strategies for Intelligent
Growth in EMEA
- 6th Annual Summit
- 500+ B2B Marketing, Product and Sales
leaders
- 2nd Executive Leadership Exchange
- Check the agenda on sdsummiteurope.com

73. © 2015 SiriusDecisions. All Rights Reserved 73

74. © 2015 SiriusDecisions. All Rights Reserved 74
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