- The keynote discussed advanced account-based marketing (ABM), defining it as building and optimizing personalized buying journeys for targeted accounts at scale. - It outlined the three pillars of advanced ABM as expertise, empathy, and extensibility to strategically grow efforts and maximize ROI. - Metrics were provided showing the impact and projected growth of ABM, including up to 350% higher ROI and improved sales alignment compared to other techniques.

1. KEYNOTE
Rob Griffin
SVP PERFORMANCE
BOL AGENCY
Advanced ABM
- What it is, how to do it
right, and the impact it has on a
business
WASHINGTON D.C. ~ JULY 7 - 8, 2022
DIGIMARCONWASHINGTONDC.COM | #DigiMarConWashingtonDC

2. ©2022 Confidential. All rights reserved. 2
ABM
DEFINED
A-ABM isn’t about maximizing CPL or decreasing your CPA.
It’s all about identifying & engaging your ICP through the AIDA funnel.
Progressing from MQL to SQL and ultimately to SAL,
while ensuring that your CTA is relevant so drive up your LTV.
Now…if you can’t prove why your FAB sets you apart…. and…
all you do is focus on your CR….
your CMO is gonna be SOL when it comes to ABM: ROI & OKRs.

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WHAT IS
ABM?
Its building & optimizing personalized buying journeys, for targeted
accounts, at scale.
Digging deeper:
A holistic program that aligns teams, sales + marketing + customer
success… to create a precise, highly personalized customer buying
experiences that deliver efficiency, velocity and growth.

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WHAT DO YOU
NEED TO BUILD
RELATIONSHIPS AT
SCALE?
EXPERTISE to harness key partnerships, deep
technological know-how and proven marketing
savvy to translate data into action.
EMPATHY to align teams, identifying high-
value accounts and customizing
communications to their unique needs.
EXTENSIBILITY to strategically grow efforts to
support specific needs and budgets, optimizing
how every dollar is spent to maximize ROI.
3 PILLARS
OF ADVANCED
ABM

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©2022 Confidential. All rights reserved. 5
WHY IS ABM SO IMPORTANT?
97%
higher ROI by incorporating
ABM than with any other
marketing technique
(Alterra)
84%
ABM marketers saw an
improvement in reputation
with increased engagement
and improved client
relationships
$350K
Avg ABM budget ….
larger organizations have budgets
of millions (SiriusDecisions)
87%
ABM initiatives outperform
other marketing investments
(ITSMA)

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Image Placeholder
6
AMB IS PROJECTED TO GROW!
GROWTH LANDSCAPE
STRATEGIC CORPORATE
GROWTH PROGRAM
DIGITAL INNOVATION AT THE
CORE
● The global ABM Market is
projected: $1.6 Billion by
2027, growing at a CAGR of
11.6%
● In 2021, 70% of marketers
report using ABM, up 15%
from 2020
● Its EARLY! ONLY 17% of
marketers have a mature ABM
strategy
● The “aligned” ABM strategy can
uplift marketing revenue by
208%
● Interest in ABM is surging as
technologies to target key
accounts improve and relevant
data becomes more accessible
● ABM programs innovate with
digital real-time insights to
target and nurture through
customized engagement
IMPROVED TEAM ALIGNMENT
AND LARGER DEAL SIZE
● 91% of the B2B companies
surveyed are realizing higher
average deal sizes through
ABM
● 82% of B2B marketers say ABM
greatly improves the alignment
between marketing and sales

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THE BOL
ABM PHILOSOPHY
It is a strategic approach, not an individual tactic
It is where marketing and sales become a single affair
It is rigorous and granular
It improves efficiency
It creates direct dialogs between the buyer and seller
It builds dialogs into enduring relationships
It is personal, relevant, interactive and measurable

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THE
WAY TO LEVEL-
UP ABM
RIGHT
1. Tactical alignment
2. Balanced targeting
3. 1:many - 1:few - 1:1 personalization
4. Pipeline creation
5. Faster pipeline velocity
6. Increased closed rates
7. Lead validation
8. Increased revenue per opportunity

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ACHIEVING NEXT-GEN
ABM
ABM Maturity
Assessment
Sales
Alignment
Target
Accounts
Marketing
Programs
Measurement
Acceleration
+ Metrics, measurement
aligned to goals
+ Business impact
+ Marketing supported
sales
+ Competitive intelligence
+ Technology enhancement
+ Positioning & ICP
refinement
+ Full funnel campaigns
+ Applied engagement and
behavioral insights
+ Dynamic personalization
and machine learning
+ Closed loop
+ Predictive analytics
+ Optimizing to business outcomes
(sales, deal size, velocity)
+ Upsell, retention
Growth
+ Operationalize
+ Lead feedback, scoring
+ Planning, activation
timeline, cadence
+ Build initiation targeting
+ TAL enrichment, intent
layering
+ Testing
+ Balanced demand
generation and capture
+ CRM integration, content
enrichment
+ Cross channel and market
synergy
+ Granular performance insights
+ Channel, content, and tactic
attribution
+ Advanced analytics into
cost/revenue
Foundation
+ Shared belief, vision, and
goals
+ Strategy dev
+ Ownership, commitment
+ ICP, initial TAL
+ Company size, category,
job fcn, title
+ Baseline targeting
+ Bottom of the funnel,
demand generation
campaigns
+ Leveraging existing
assets
+ Limited optimization
+ Baseline campaign
performance
+ Aggregate, directional
insights applied
+ Limited to CTR, CR, MQLs, site
traffic

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ABM
STRATEG
Y
• Static
• Assumption-based
• Marketing & sales strategies siloed
• Limited personalization
The Old Way
• Dynamic & tiered
• Data-driven
• Ongoing refinement, aligned strategy
• Stage-based, tiered personalization
ADVANCED ABM (AABM)

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• Campaign-level reporting
• Vanity metrics
• Impressions
• MQLs
• Page views
• Number of leads processed
The Old Way
• Account-level reporting & analysis
• Focus on pipeline & revenue metrics
• Accounts reached
• Number of accounts engaged
• Relevant content consumed
• Account velocity through buying stages
ADVANCED ABM (AABM)
ABM
MEASUREMENT
PROVE YOUR
IMPACT OR
PERISH

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TARGET
ACCOUNTS
FIND THE RIGHT
CUSTOMERS…
RIGHT NOW
• Broad outreach at an industry level
• Simplistic profile-based targeting
• Only caring about senior decision makers
The Old Way
• Test & learn segmentation approach
• Buying committee prioritization
• Focus on customer’s intent
ADVANCED ABM (AABM)

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ACTIVATIN
GMARKETING
PROGRAMS
REACH YOUR BEST
CUSTOMERS… IN
THE REAL WORLD
• Single channel campaigns
• Media decisions based on assumptions
• Targeting everyone, at once
The Old Way
• Cross-channel alignment
• Data-rooted channel decisions
• Buyer stage segmentation & prioritization
The Up-Level Way

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CREATE
CONTENT
THAT DOESN’T
SUCK… BY
SOLVING BUYERS’
PROBLEMS
• Talk about yourself
• Make the sales pitch early and often
• Put out bland, unreadable content
The Old Way
• Personalized problem solving
• Unavoidably good content
• Video, video, video (Marketing + Sales)
ADVANCED ABM (AABM)

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SALES
ALIGNMENT
AND ONGOING RE-
ALIGNMENT
• Marketing shares plans upfront
• Sales insights not synthesized with Closed Won Analysis
• Marketing not aligned to sales cycle
• Marketing focuses on lead volume
The Old Way
• Sales & marketing synthesized insights
• Sales & marketing joint kick off
• Sales updates & marketing shared learnings
• Joint accountability & outcomes
• ABM, ICP, TALs refined and updated by sales cycle
ADVANCED ABM (AABM)

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HOW
WE GROW
FROM BRAND TO
DEMAND TO ABM
ABM
Targets
(Audiences, Verticals, Firmographics, etc)
Strategic
Accounts
Intent
Validation
SEO
SEM
Publisher Direct
Retargeting
Content
Syndication
Social
Retargeting
Site Engagement
Nurture Emails
ABM Ads
Premier Partner
with:
Awareness

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Blending Brand, Demand & ABM
17
Targeting criteria: Key job titles, target list
of 80K accounts OR industries + company
size, exclude accounts in demand and
ABM streams if needed for spend
efficiency
Channel Mix: CTV/OTT, Digital Video,
Streaming Audio, Podcast, Display, DOOH
Messaging goals: Define brand purpose,
value & positioning
KPIs: Site engagement, brand lift, net-new
users to website
When to move forward: Once individuals
are taking action - visiting website or
actively researching, accounts are
showing some intent
Process Enrichment In Action
Targeting criteria: Priority and/or high
intent accounts + job titles (4k)
Channel Mix: Paid social, display, video,
DOOH, account-targeted publisher plays,
in-person events, direct mail
Messaging goals: Align brand values to
Akeneo, assist sales in closing the deal -
address specific, identifiable pain points
using activity and intent data
KPIs: Account engagement, leads from
target accounts, account-targeted deal
velocity
When to move forward:Typically this
continues until a sale is closed; from there,
these companies may be placed into an
upsell/cross-sell nurture or renewal
nurture when a certain time or activity is
met
Targeting criteria: Key job titles, search
keywords, pixel & list retargeting, account
re-engagement, intent/topic audiences
Channel Mix: Paid social, paid search,
publisher direct content, content
syndication, retargeting display & video
Messaging goals: Educate on how
Akeneo’s products solve buyer needs and
pain points, outline key differentiators
KPIs: Lead volume, lead quality,
pipeline/revenue attribution
When to move forward: Accounts are
showing high intent via both anonymous
and de-anonymized users, active lead
states, and high sales priority
Brand Demand ABM

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Orchestration & Planning Framework
Through Every Step of the Buyer’s Journey
Our Approach to B2B Marketing is Rigorous, Granular, Improves Efficiency, and Increases Pipeline
STAGE-BASED CONTENT STAGE-BASED CHANNELS
STAGE-BASED MEASUREMENT
TELL A STORY, INFORM, EDUCATE
UTILITY + TRUST CREATES VELOCITY
SOCIAL PROOF PERSUASION
SOLUTIONS
DISPLAY PAID
SEARCH
PAID
SOCIAL
SEO EMAIL
ACCOUNT REACH
ACCOUNT ENGAGEMENT
MARKETING INFLUENCED
PIPELINE
LTV
SCALE
©2021 Confidential. All rights reserved.
Greater Awareness. More Closed Won Revenue.
Increased Contract Value. Better ROAS.

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BOL delivers highly personalized, empathetic B2B buying journeys
that engage customers to create successful relationships at scale.
PERFORMANCE
ACCELERATE
D

20. 20
< 12 mo.
1,300% ROI
600 Accounts Reached & Engaged
Millions in Marketing Attributed Revenue

21. 21
<9 mo.
600% ROI
200+ Marketing Qualified Leads
$5MM in Pipeline Revenue

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SO HOW CAN
YOU SUCCEED?
22

23. WITH THE RIGHT SKILLS
23
EXPERTISE EMPATHY
EXTENSIBILITY
Harness key partnerships,
deep technological know-how
and proven marketing savvy
to translate data into action
Align teams, identifying high-
value accounts and customizing
communications to their unique
needs
Strategically grow efforts to support
specific needs and budgets, optimizing
how every dollar is spent to maximize ROI

24. THE RIGHT APPROACH
24
BRAND DEMAND
ABM
Broad always-on messaging
that builds trust with
customers and prospects
Targeted messaging that
highlights key customer-focused
benefits and offers insights into
behaviors and needs
Highly personalized messaging
focused on the specific needs of only
the most ready customers

25. AND A PROVEN PROCESS
25
Who do you target?
Where do you target?
Why should they care?
How do you define success?
How do you improve success?

26. WHO DO YOU TARGET?
26
INTENT
ANALYSIS
LOCALIZE
AND
PERSONALIZE
SEGMENT
Sales Discovery - stakeholder
interviews & synthesis
Closed Won Analysis -
analyze existing CRM data to
stack-rank industry focus +
geos, and refine budgeting
Geo-vertical prioritization and
mapping
Full funnel targeting
Intent data mapping to create
alignment with buyer needs
Geo-linguistic alignment to
match the message to the
market
Refine & Prioritize 80K target
accounts using intent signals &
historical data
Beyond vertical - shared need states
Translate segmentation into
targetable media segments

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Audience
Aligning Insights to Purchasable Media
Audience Segmentation
● Refine & Prioritize 80K
target accounts using
intent signals & historical
data
● Beyond vertical - shared
need states
● Translate segmentation into
targetable media segments
Research
Intent Analysis
● Sales Discovery -
stakeholder interviews &
synthesis
● Closed Won Analysis -
analyze existing CRM data
to stack-rank industry
focus + geos, and refine
budgeting
Localization &
Personalization
● Geo-vertical prioritization
and mapping
● Full funnel targeting
● Intent data mapping to
create alignment with buyer
needs
● Geo-linguistic alignment
to match the message to
the market
Think about buying committees - not only individuals, but how those individuals work
together in the decision making process. Use deep industry knowledge & research to
understand challenges faced by B2B buyers. Focus on discrete needs at a micro geo-
level within the US.

28. WHERE DO YOU TARGET?
28
INTENT
ANALYSIS
LOCALIZE AND
PERSONALIZE
SEGMENT

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Channels
Leverage The Entire Digital Portfolio To Maximize Impact
Technology Tracking Set Up
● UTM Structure
● Tech alignment
● Reporting cadence
● Defined KPIs
Platform Planning
● Activate B2B publisher/partner
relationships for best fit and cost of media
● Audience targeting capabilities
● Alignment of platform fit & campaign goals
(Brand/Demand/ABM)
Budgeting
● Channel allocation
● Plan approval
● Bid strategy
● Partner pricing negotiation
Plan Details
● KPI alignment & definition
● Buying committee mapping &
determination of core campaign match
● Built in data-driven testing strategy &
goal setting
Launch
● Close monitoring of delivery
● Budget and bid adjustments
● Ongoing channel & targeting
testing
● Dynamic optimization
Align buyer intent with channel consumption. Consider unique targeting capabilities by
channel - no one size fits all approach. Build a cohesive channel approach, where
unique platforms support one another throughout a buyers’ journey.
● Market research to analyze audience
behavior online at geo and industry
level
● Historical performance analysis to
determine best fit channels across
brand, demand and ABM initiatives
Campaign
Brief

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Content
Maximizing the value of your message
1. Develop a Hero content asset
with data and stats that can
be versioned for different
industries.
2. Take a subset of that
information to develop
supportive Sidekick content
assets that help promote and
drive engagement.
Hero Asset
Hero Asset
Industry
Variant
Hero Asset
Industry
Variant
Hero Asset
Industry
Variant
Sidekick
Asset
Sidekick
Asset
Sidekick
Asset
Sidekick
Asset
Sidekick
Asset
Hero Asset Examples:
- White Paper
- eBook
- Research Report
- Webinar
Sidekick Asset Examples:
- Infographic
- Social Post
- Article
- Animated Video
- Digital Display
Consider leveraging Hero assets as gated lead
generation drivers and while keeping Sidekick
assets ungated.
Don’t work hard for your content.
Make your content work hard for you.

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31
Measurement
We Have a Process To Manage This
PIPELINE IDENTIFICATION PIPELINE ACCELERATION
NURTURING
LEAD SCORING
SALES HAND OFF
Tiered Dynamic
Prioritized
Refreshed TALs
Campaigns
In-Platform Social & Search
Account Targeting & Discovery
Programmatic Regional, Vertical,
Category Targeting
Lead Gen, Content Syndication
Publisher Direct
Nurture/Close
Real Time Signals
PERSONALIZATION INSIGHTS
OPTIMIZATION
TRIGGERS
Construction Data
Driven
AI Predictive
Driven
Performance
Driven
Site Engagement
Driven
ABM