The document discusses the evolution and implementation of account-based marketing (ABM) in the context of account-based selling, highlighting the shift from traditional marketing approaches to more targeted strategies. Key metrics for measuring performance are emphasized, along with the importance of aligning sales and marketing for successful ABM efforts. The document also presents statistics indicating that a significant number of B2B marketers believe ABM delivers higher ROI and plan to increase their investment in this strategy.

1. The New Normal
Account-Based Selling Meets
Account-Based Marketing
Peter Isaacson
CMO, Demandbase

2. The sales and marketing divide
MARKETING SALES
Leads
Personas
Quantity
Individuals
Opportunities
Buyers/Influencers
Quality
Accounts

3. Click Through Rates
Impressions/CPMs
Web Traffic
Unique Visitors
Conversions
Inquiries
MQLs
What we like to
Measure

4. Why are we
focused on
THESE
METRICS?
Because…
• They are easy
• it’s what we know
• we can control them
• we confuse
measurement for goals

5. How we should
Measure
our performance
Opportunities
Pipeline
Close Rates
ACV
Funnel Velocity
Target Account Activity
Lift
Retention And Upsell

6. Measure everything
But set goals on
business impact

7. We focus on quantity
instead of quality

9. Account-Based Marketing
Identify the companies
most likely to buy, and
then market to them

10. Account-Based Marketing
Identify the companies
most likely to buy, and
then market to them

11. Why Account-based
Marketing?
Focuses on
best opportunities
Delivers customer-
centric experience
Supports
Sales reality
Connects Marketing
to revenue

12. Evolution of Account-Based Marketing
1995- 2005 2005-2012 2012>>>
• Limited in scale
(25-50 accounts)
• Field Mktg centric
• Analog in approach
• Improved scale
• Email centric
• Industry focused
• Post hand raise
• Reactive
• Fully scalable
(5000+ accounts)
• Full funnel
• Multiple targeting
options
• Pre hand raise
• Proactive

13. What drove the change?
 IP Targeting
 Account-based, real time bidders
 Real time customization
 More bandwidth/faster speeds
 DMPs
 Frustrated B2B Marketers

14. More
marketers are
AWARE
of ABM
of B2B companies are
aware of ABM.
75%
of marketers say that
ABM delivers higher
ROI than any other
marketing approach.
84%

15. of B2B companies
employing ABM plan
to increase their ABM
efforts over the next
12 months.
72%
of B2B companies
employing ABM plan
to invest more in
technology over the
next 12 months.
61%
More
marketers are
USING
ABM

16. of B2B marketers
employing ABM
stated they are
aligned with sales.
91%
of B2B companies said
Account-Based
Marketing has an impact
on marketing’s success.
96%
More
marketers are
having
SUCCESS
with ABM

17. Getting Started with ABM
Align sales
and marketing
Identify
target accounts
Develop ABM
Marketing Plan
Measure

18. Align
Sales and
Marketing
Philosophical Alignment
 Shared belief in an
account-based approach
 Commitment to collaboration
Operational Alignment
 Target account list selection
 Metrics and goals
 Planning and cadence
execution

19. Identify Target Accounts
Prospects
Customers
Partners

20. Develop ABM Marketing Plan
Awareness
• Account-based advertising
• Syndicated content
• Events/Tradeshows
Engagement
• Website personalization
• Webinars
• Social
• Case studies
Conversion
• Forms/Chat/Sales Accelerator
• Field Events
• Contact Me
Analog and Digital

21. Measurement
Measure across
the funnel
 Connect everything
to revenue
 Measure everything,
but set goals on
business drivers
 Course correct your
plans and spend
based on results

22. Demandbase Funnel Metrics
MQL SAL PIPELINE CLOSE
82%
49%
24%
96%
64%
42%
17%
51%
75%

23. Demandbase Business Metrics
Sales Team Close Rate ACV Funnel Velocity
Enterprise +285% +35% +2%
Mid Market +166% +40% -20%
Advertising +57% +31% +65%