View the full webcast on demand here: https://dg-r.co/2H99YKt Buying technology will not make you an account-based marketer. At its core, Account-Based Marketing (ABM) is the start of a conversation—one that extends across your entire marketing team—and ends with Sales. But which channels should that conversation include? Join John Dering, Director of ABM Technology and Strategy at Demandbase, for two case studies showcasing how marketing fundamentals can quickly increase the efficiency and performance of your campaigns. Gain insights in how to: • Align your Marketing team to create a truly integrated campaign • Apply analog strategies to digital channels like SEM • Measure the results that count

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Analog Strategies For ABM Success:
Digital Channels And Integrated
Programs
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Demand Gen Report: @DG_Report
Andrew Gaffney: @agaffney
Demandbase: @Demandbase
Jonn Dering: @D_Rang

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About Demand Gen Report
• Tracking strategies & solutions in lead
generation & marketing tech since 2007
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How Are We Doing?

7. #COSeries
Panelists
MODERATOR:
Andrew Gaffney
Editorial Director
Demand Gen Report
John Dering
Director of ABM Technology and Strategy
Demandbase
@D_Rang

8. ANALOG STRATEGIES FOR ABM SUCCESS
John Dering, Director
ABM Technology & Strategy
Demandbase
DIGITAL CHANNELS & INTEGRATED CAMPAIGNS

9. © 2018 DEMANDBASE SLIDE 9
EVOLUTION OF MARKETING FUNNEL

10. © 2018 DEMANDBASE SLIDE 10
2017
2016
2015
2014
2012
2011
~150
~350
~1000
~2000
~3500
~5000
Growth of marketing
technology landscape
over 7 years
Source: chiefmartec.com

11. © 2018 DEMANDBASE SLIDE 11
WHAT’S BROKEN IN B2B?
Sales & Marketing
Alignment
The Waterfall BANT Metrics/Attribution

12. © 2018 DEMANDBASE SLIDE 12
MARKETING AND SALES ROLES ARE CHANGING
OLD MODEL
MQL CLOSE
IDENTIFY
MARKETING SALES
MARKETING
SALES
CLOSE
NEW MODEL
IDENTIFY

13. © 2018 DEMANDBASE SLIDE 13
FUNDAMENTALS
MARKETING
GETTING BACK TO
THE BASICS

14. © 2018 DEMANDBASE SLIDE 14
1. Know your audience
2. Develop content that resonates
3. Reach them with the right message
4. Measure real performance
FOUR B2B
MARKETING
BASICS
FOR BETTER
MARKETING

15. INTEGRATED CAMPAIGNS
ABM IS A TEAM SPORT

16. © 2018 DEMANDBASE SLIDE 16
3-PART INTEGRATED CAMPAIGN

17. © 2018 DEMANDBASE SLIDE 17
INTEGRATED CAMPAIGN TOUCHES
• Website
• Webform confirmation emails
• Webinar slide
• Workshop slide
• SDR follow up emails
• SDR Spiff
Coordinated Cross Promotion
SDR
eBook
Download
Webinar
RSVP
Workshop
RSVP

18. © 2018 DEMANDBASE SLIDE 18
REAL WORLD EXAMPLE: ABM IS A TEAM SPORT
Email:

19. © 2018 DEMANDBASE SLIDE 19
REAL WORLD EXAMPLE: ABM IS A TEAM SPORT
Social:

20. © 2018 DEMANDBASE SLIDE 20
REAL WORLD EXAMPLE: ABM IS A TEAM SPORT
Advertising & SEM
REGISTER NOW
REGISTER NOW

21. © 2018 DEMANDBASE SLIDE 21
REAL WORLD EXAMPLE: ABM IS A TEAM SPORT
Partners:

22. © 2018 DEMANDBASE SLIDE 22
REAL WORLD EXAMPLE: ABM IS A TEAM SPORT
Sales Enablement:

23. © 2018 DEMANDBASE SLIDE 23
REAL WORLD EXAMPLE: ABM IS A TEAM SPORT
Marketing Alignment:

24. © 2018 DEMANDBASE SLIDE 24
DEPARTMENTAL ALIGNMENT
CMO
Marketing
Operations
VP Demand Gen
Dir. Demand
Gen
Campaign
Manager
Campaign
Manager
Events
Manager
Customer
Marketing
Director of
Digital
SEO/SEM
Web Designer
Advertising
Senior
Designer
Junior
Designer
VP Field & Channel
Marketing
Partner
Marketing
Manager
Territory
Marketer
Territory
Marketer 2
Territory
Marketer 3
ABM
Education
Manager
Director
Communications
Social Media
Manager
Content
Marketing
VP Product
Marketing
Dir. Product
Marketing
Product
Marketing
Manager
Product
Marketing
Manager
Analyst
Relations

25. © 2018 DEMANDBASE SLIDE 25
SO HOW HAS IT WORKED?
§ After 3 Weeks:
§ 2K+ inquiries
§ 587 companies
§ 44% are DB4K
§ 85% engaged with
2+ programs
§ 20 pipeline opptys
2
5

26. ANALOG FUNDAMENTALS FOR
DIGITAL MARKETING
ABM STRATEGY INCREASES
SEM PIPELINE BY 81%

27. © 2018 DEMANDBASE SLIDE 27
GROWTH OF ACCOUNT-BASED MARKETING

28. © 2018 DEMANDBASE SLIDE 28
SEARCH ENGINE
MARKETING
CHALLENGES
Displaced in SEM results by new,
aggressive vendor activity
Not attracting the right types
of conversions
No native way to optimize SEM to
specifically reach target accounts
ABM keyword bidding costs
increasing dramatically

29. © 2018 DEMANDBASE SLIDE 29
SEARCH ENGINE
MARKETING GOALS
FOR 2017
Regain “Leader in ABM”
status in SEM results
Develop & test an ABM
strategy for SEM
Optimize & improve
performance for scalability

30. © 2018 DEMANDBASE SLIDE 30
2017 SEM
MEASURES OF
SUCCESS
ABM Authority - Priority Keyword
Ad Placement (Share of Voice)
Pipeline Growth Rate
Pipeline Acquisition Cost

31. © 2018 DEMANDBASE SLIDE 31
2017 STRATEGY FOR
SEARCH ENGINE
MARKETING
TURNAROUND
Focused keyword bidding
to high priority terms
Moved brand terms into
defensive mode
Bid up high-value terms in key
regions for target accounts

32. © 2018 DEMANDBASE SLIDE 32
ABM SEM STRATEGY
§ Create SEM
campaigns targeted
to regions with
clusters of target
accounts
§ Optimize bidding
strategy in regions
to dominate brand
presence in SEM
ad spots

33. © 2018 DEMANDBASE SLIDE 33
RESULTS: ABM AUTHORITY
15.43%
17.52%
61.10%
9% 9% 9%
20.08% 19.66%
28.89%
46.28%
43.71%
69.09%
71.05% 72.24%
$0.00
$5.00
$10.00
$15.00
$20.00
$25.00
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17 Jul-17 Aug-17 Sep-17 Oct-17 Nov-17
KEYWORD IMPRESSION OWNERSHIP:
Contains “ACCOUNT-BASED MARKETING”
Impression Share Avg. CPC
ABM Strategy Initiated

34. © 2018 DEMANDBASE SLIDE 34
77.97% 77.78% 76.28%
28.46%
22.15%
26.93%
43.53%
22.43%
18.80%
50.10%
57.88%
87.72% 90.04%
85.98%
$0.00
$5.00
$10.00
$15.00
$20.00
$25.00
$30.00
$35.00
$40.00
$45.00
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17 Jul-17 Aug-17 Sep-17 Oct-17 Nov-17
KEYWORD IMPRESSION OWNERSHIP:
Contains “ABM”
Impression Share Avg. CPC
RESULTS: ABM AUTHORITY
ABM Strategy Initiated

35. © 2018 DEMANDBASE SLIDE 35
Q116 Q216 Q316 Q416 Q117 Q217 Q317 Q417
RESULTS: PIPELINE PERFORMANCE
+81%
YoY
Pipeline
ABM Strategy Initiated

36. © 2018 DEMANDBASE SLIDE 36
RESULTS: PIPELINE ACQUISITION COST
* With Agency mgnt spend
Q116 Q216 Q316 Q416 Q117 Q217 Q317 Q417
ABM Strategy Initiated
-39%
YoY
Cost/Pipe

37. © 2018 DEMANDBASE SLIDE 37
• Stay focused and keep it simple
• Repurpose before you reinvent
• Get back to marketing basics
• Measure what counts
KEY TAKEAWAYS

38. #COSeries
How Are We Doing?

39. #COSeries
Q&A / Panelists
MODERATOR:
Andrew Gaffney
Editorial Director
Demand Gen Report
John Dering
Director of ABM Technology and Strategy
Demandbase
@D_Rang

40. #COSeries
Thank You For Attending
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