This document discusses building a target account list for Account-Based Marketing (ABM). It recommends establishing an ABM leadership team to develop the initial list using account identification technology and sales input. The list should be approved by leadership and verified with sales. The goals, management, and segmentation of the list are also covered. Key takeaways are to start simple, prove the model works, and iteratively review and revise the list over time.
A sample media sales pitch and sponsorship proposal to Verizon on behalf of the creative agency of ESPN. This group project was undertaken as part of our Media Sales and Sales Management coursework at The New School, New York City.
An ABX strategy involves focusing marketing and sales efforts on specific target accounts across their buyer's journey. The document discusses aligning teams around growth objectives, gaining buy-in, and executing and optimizing the strategy. It also covers identifying best opportunity accounts, taking a journey stage approach to engage accounts where they are in the buying process, and measuring key metrics to track engagement, pipeline, and ROI. The goal of an ABX strategy is to orchestrate relevant interactions between marketing and sales to close more deals.
Real Estate Digital Media Marketing StrategyIttisa
The document provides an overview of the Indian real estate industry. Some key points:
- The residential real estate segment saw a 43% increase in the first quarter of 2014.
- The market size of the Indian real estate sector is projected to reach $180 billion by 2020.
- Demand for office space in top 8 Indian metro areas increased 58% in recent years.
- Social media is becoming increasingly important for the real estate industry, but many companies' social media efforts are poorly run or fail to establish relationships.
Now that you’ve developed your strategy to optimize customer usage, loyalty and renewal, use this Customer Success Action Plan template to outline the activities you and your team will implement in order to reach your goals.
Use this go-to-market framework to define the activities required to successfully build market-driven products & services that customers will accept. The six stages include research, plan, approve, develop, prepare and launch. Within each stage there are a series of essential activities that need to be performed to ensure alignment between product features and customer needs, and alignment with organizational objectives and priorities.
Download for FREE here: http://www.demandmetric.com/content/modern-go-market-framework
We saw a lot of changes in Google Ads last year, and as privacy and technology grows, we can expect to see even more.
So what’s changing and how do you need to adapt?
We've got the inside scoop (literally!). Check out these webinar slides to learn:
• Google Ads evolution and trends for 2022.
• Data and insights on impression share & click inflation.
• New ideas to try, keyword strategies, and more!
Marketing Go To Market Roll Out Plan New Product Launch PowerPoint Presentati...SlideTeam
This document provides templates and outlines for developing a marketing plan for a new product launch. It includes sections on product overview, target audience, positioning, launch timeline, phases of the launch process, marketing tactics, and lead generation activities. The overall aim is to guide the planning of the marketing and launch of a new product from pre-launch to post-launch phases.
A sample media sales pitch and sponsorship proposal to Verizon on behalf of the creative agency of ESPN. This group project was undertaken as part of our Media Sales and Sales Management coursework at The New School, New York City.
An ABX strategy involves focusing marketing and sales efforts on specific target accounts across their buyer's journey. The document discusses aligning teams around growth objectives, gaining buy-in, and executing and optimizing the strategy. It also covers identifying best opportunity accounts, taking a journey stage approach to engage accounts where they are in the buying process, and measuring key metrics to track engagement, pipeline, and ROI. The goal of an ABX strategy is to orchestrate relevant interactions between marketing and sales to close more deals.
Real Estate Digital Media Marketing StrategyIttisa
The document provides an overview of the Indian real estate industry. Some key points:
- The residential real estate segment saw a 43% increase in the first quarter of 2014.
- The market size of the Indian real estate sector is projected to reach $180 billion by 2020.
- Demand for office space in top 8 Indian metro areas increased 58% in recent years.
- Social media is becoming increasingly important for the real estate industry, but many companies' social media efforts are poorly run or fail to establish relationships.
Now that you’ve developed your strategy to optimize customer usage, loyalty and renewal, use this Customer Success Action Plan template to outline the activities you and your team will implement in order to reach your goals.
Use this go-to-market framework to define the activities required to successfully build market-driven products & services that customers will accept. The six stages include research, plan, approve, develop, prepare and launch. Within each stage there are a series of essential activities that need to be performed to ensure alignment between product features and customer needs, and alignment with organizational objectives and priorities.
Download for FREE here: http://www.demandmetric.com/content/modern-go-market-framework
We saw a lot of changes in Google Ads last year, and as privacy and technology grows, we can expect to see even more.
So what’s changing and how do you need to adapt?
We've got the inside scoop (literally!). Check out these webinar slides to learn:
• Google Ads evolution and trends for 2022.
• Data and insights on impression share & click inflation.
• New ideas to try, keyword strategies, and more!
Marketing Go To Market Roll Out Plan New Product Launch PowerPoint Presentati...SlideTeam
This document provides templates and outlines for developing a marketing plan for a new product launch. It includes sections on product overview, target audience, positioning, launch timeline, phases of the launch process, marketing tactics, and lead generation activities. The overall aim is to guide the planning of the marketing and launch of a new product from pre-launch to post-launch phases.
Use this modern go-to-market framework to define the activities required to successfully build market-driven products & services that customers will accept.
The document discusses how data and technology are transforming go-to-market strategies. Key points include:
1) The future of sales is already here in the form of dynamic, continuous customer engagement across the entire buyer journey and lifecycle.
2) Account-based approaches are more important than ever, and intent data in particular provides valuable insights into accounts to improve targeting and messaging.
3) Building an end-to-end data platform allows organizations to deliver personalized, relevant engagements at scale through orchestration of automated workflows and a "communal data share" between functions.
Discover in this presentation, the digital marketing trends for 2022, a quick review over 2021 trends as well as some of our resources to help you prepare for the next year.
Account Based Marketing (ABM) for the Efficient B2B MarketerIntegrate
Marketers using account-based marketing tactics drive more than double the revenue. Jason Seeba of BloomReach shares the 8 steps they followed to develop a successful ABM program. Get the cheat sheet here.
For businesses of all sizes, social media marketing is a great method to reach out to prospects and consumers. This presentation provides an overview of social media marketing.
Start planning today in order to nail your 2020 ABM strategy. Join us so we can turn your ABM vision into action, including actionable insights on:
- Meaningful and measurable goals and objectives
- Targeting and engagement practices that convert your high-valued accounts
- Integrating ABM strategies across key marketing functions
- How to manage data flow throughout the ever-evolving and ever-growing tech stack
Walk away with a full understanding of how to turn your ABM vision into a workable plan, set it to a timeline and hit the ground running in 2020.
Digital Marketing Strategy: A Plan of action to achieve our defined marketing goals for business. Every company must follow a digital marketing strategy to promote their business.
Digital Marketing Strategy Framework
To create a good digital strategy we must understand the client business and goals of business.
Prepare plan for at least for 3 months to 1 year, so digital marketing team can have a proper framework to implement various digital strategies.
A comprehensive plan is required for following strategies
> SEO
> Google Ads
> Social Media Marketing
> Email Marketing
> Inbound Marketing
Call us on 9052425444 for learning digital marketing course.
Account-Based Experience (ABX): 5 Steps to Find and Engage the Best AccountsDemandbase
This document discusses account-based experience (ABX) and provides a 5-step framework for finding and engaging accounts: 1) Build your account data foundation; 2) Find the right accounts to target; 3) Engage accounts with personalized interactions; 4) Close deals by aligning marketing and sales; 5) Measure account progress. It describes how ABX combines the best of account-based marketing (ABM) and customer experience (CX) to orchestrate engagement based on each account's journey. The document also outlines technologies that support ABX and recommends starting with account-based advertising and linking leads to accounts.
A Digital Marketing Proposal for Warrior Hockeyccrossman81
This digital marketing proposal outlines goals and challenges for the Warrior brand in competing with larger equipment companies. It proposes using social media like Facebook and YouTube, content marketing through blogging, and paid search advertising on Google to build brand awareness and online sales. Success will be measured through web traffic analytics and tracking online advertising campaigns. The $2 million budget will be allocated across staffing, paid internet marketing, mobile advertising, and app development over the course of the year with focus on peak sales periods.
Sales Impact Academy Coach, Mark Walker gives a preview of this foundational course.
You will learn:
1. How to identify the real pain points in your target market.
2. Which go-to-market model is best suited to your businesses.
3. Learn about the key success metrics you need to track.
Key Points:
1. Don’t be a solution in search of a problem - Consider the demand in the market first and then build a product for that pain.
2. Frame your key competitors as villain’s - it is a great way of identifying a problem and rallying people behind your product.
3. Be a pill not a vitamin - Is your product a ‘must have’ or a ‘nice to have’?
4. Your ICP should be narrow enough that you are able to streamline your entire operation and make your capital more efficient - you will have to say no to people.
5. A genuine go-to-market model considers every stage of the funnel.
How To Build The Ultimate Go-To-Market Strategy For Your AppClearbridge Mobile
This document provides guidance on building an effective go-to-market strategy for a mobile app. It discusses defining the product through discovery, understanding the market opportunity and target users. It also covers establishing a business and monetization plan, such as choosing a revenue model that fits the app type. The document reviews developing a marketing and user acquisition strategy, and selecting a launch approach like a minimum viable product or soft launch. The overall goal is to avoid common reasons apps fail and set up for success in the competitive app market.
The Pitch Process: Turning client briefs into great ideas, then selling themBeyond
As clients have more customers, stakeholders and channels than ever, briefs are getting more confusing; lacking focus, strategy and asking for the "moon on a stick". As the agency, it's getting harder to know where to focus with our ideas and strategy, then sell it effectively. This presentation was originally delivered at Miami Ad School's New York campus as part of the "Industry Heroes" lecture series.
Do You Want More Traffic for More Sales for Your Start Up Business? Checkout Complete Digital Marketing Plan & Strategies for Start Ups.
We Can Take Care of Your StartUp Business Marketing Campaign. Our services include Search Engine Optimization, Content Marketing, Press Release Copy-writing & Submission, Social Media Marketing, Classified Ad Marketing, PPC, SEO, Email Marketing & Reputation Building & Management.
Tags: adwords, content marketing, digital marketing, digital media, digital strategy, google adwords, internet marketing, lean startup, ppc, seo, seo services, social media marketing, startup, startup marketing, startups
"Generating Lower Cost Leads With Social Media” offers advice on how B2B businesses can integrate social media as a lead generation tool into their business model. This presentation offers best practices for generating leads through social media and examines case study examples of how B2B marketers are using social media to generate leads.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms for those who already suffer from conditions like anxiety and depression.
Account-Based Marketing: How to Operationalize ABM and Win as One Revenue TeamPeter Herbert
When Account-Based Marketing programs falter, it’s usually for two reasons: 1). Operationalizing ABM through new systems, tech, processes, training, and metrics can be hard, 2). Alignment between sales, marketing, and the CEO can be elusive. In this session, two revenue teams will tell true tales of ABM transformation, results, and unity between sales and marketing that won over their CEOs and boards.
ABM and Marketo champions Kristen Wendel and Peter Herbert will be joined by their revenue partners from sales to share their “One Team” results and explain how to:
- Build the systems needed to create an account-based revenue machine
- Create one ABM scorecard for sales and marketing
- Identify and prioritize the accounts most likely to buy with Fit+Intent+Engagement
- Train your teams to execute ABM
- Clear the roadblocks that MUST be removed to succeed with One Team ABM
- Unify sales and marketing with ABM, and get your CEO on board too!
Managing and developing your accounts is the key to sustainable business. As such, sales people and account managers need to be able to create strategic business relationships with their clients in order for the clients to remain loyal to them and the company. Sadly, most sales people and account managers treat their relationship with their clients as transactional instead of strategic.
In this short “Nine-Grid Key Account Management” training course, we will focus on creating strategic business relationships with clients by understanding how to manage their time and activities to better serve their key accounts.
By the end of this training course, participants will be able to:
1. Select and rank their key accounts
2. Create strategies to handling the different levels of key accounts
3. Manage time and activities for each type of key account
The document discusses go-to-market strategies for startups. It begins by stating that many tech startups struggle with finding a scalable way to generate revenue. It then contrasts marketing strategies, which focus on defining customers and offerings, versus go-to-market strategies, which are concerned with how to execute plans to acquire customers. The document outlines 19 potential customer acquisition channels identified in the book "Traction," including viral marketing, public relations, search engine optimization, social media ads, and more. It emphasizes the importance of dedicating significant resources to bringing in new customers, not just building products.
Marketing has evolved at a rapid pace over the past 12 months. There has been an increased emphasis on providing a great customer experience across multiple channels. Recently, we’ve noticed a clear shift toward digitalization and more automated ways for brands and customers to interact.
AI technology is another significant growth area; it has taken personalization to a more advanced level and saved marketers time in creating their email campaigns, articles, ads, and landing pages while also improving performance results.
During the past year, data privacy concerns have also increased, and this has led companies to be more transparent about the way that data is gathered and processed, including the replacement of third-party cookies with first-party cookies.
As for SEO, we’ve seen a noticeable evolution; machine learning has made the processing of data more and more advanced. For example, Google has started showing more relevant search queries that SEO marketers are looking for to drive organic traffic to their websites, based on analyzing tons of historical search results. This advancement is due to machines used by Google that humans couldn’t process because of the big amount of data analyzed. For example, Rankbrain is a machine learning AI algorithm used by Google to sort search results.
There are also a number of trends from recent years which look set to continue in popularity in 2023, including minimalist design, UGC, influencer marketing, artificial intelligence and machine learning.
However, there are a number of additional trends in AI and machine learning, advertising, SEO, social media, and ecommerce, that look set to be dominant in the coming year which we will discuss in this webinar.
We will cover:
1. 2022 in review
2. The main digital marketing trends for 2023
3. VBOUT’s resources to help you prepare for the upcoming year
This document summarizes a presentation on metrics, measurements, and KPIs for high performance account-based marketing (ABM). It discusses how to determine goals by aligning marketing and sales objectives. It also covers how to create a target account list through collaboration between marketing and sales, how to track the list, and how to measure success and performance against goals. The presentation provides examples for setting metrics to measure things like pipeline, closed deals, account distribution, and enabling the sales team.
Account-Based Marketing Across the FunnelDemandbase
Once you have your target account list, you need to consider how you will shift your marketing strategy and tactics to provide the focus needed on these accounts. We’ll walk through the different considerations, new campaign metrics you should measure, and the mindset to help you look at your marketing mix with an ABM lens.
Use this modern go-to-market framework to define the activities required to successfully build market-driven products & services that customers will accept.
The document discusses how data and technology are transforming go-to-market strategies. Key points include:
1) The future of sales is already here in the form of dynamic, continuous customer engagement across the entire buyer journey and lifecycle.
2) Account-based approaches are more important than ever, and intent data in particular provides valuable insights into accounts to improve targeting and messaging.
3) Building an end-to-end data platform allows organizations to deliver personalized, relevant engagements at scale through orchestration of automated workflows and a "communal data share" between functions.
Discover in this presentation, the digital marketing trends for 2022, a quick review over 2021 trends as well as some of our resources to help you prepare for the next year.
Account Based Marketing (ABM) for the Efficient B2B MarketerIntegrate
Marketers using account-based marketing tactics drive more than double the revenue. Jason Seeba of BloomReach shares the 8 steps they followed to develop a successful ABM program. Get the cheat sheet here.
For businesses of all sizes, social media marketing is a great method to reach out to prospects and consumers. This presentation provides an overview of social media marketing.
Start planning today in order to nail your 2020 ABM strategy. Join us so we can turn your ABM vision into action, including actionable insights on:
- Meaningful and measurable goals and objectives
- Targeting and engagement practices that convert your high-valued accounts
- Integrating ABM strategies across key marketing functions
- How to manage data flow throughout the ever-evolving and ever-growing tech stack
Walk away with a full understanding of how to turn your ABM vision into a workable plan, set it to a timeline and hit the ground running in 2020.
Digital Marketing Strategy: A Plan of action to achieve our defined marketing goals for business. Every company must follow a digital marketing strategy to promote their business.
Digital Marketing Strategy Framework
To create a good digital strategy we must understand the client business and goals of business.
Prepare plan for at least for 3 months to 1 year, so digital marketing team can have a proper framework to implement various digital strategies.
A comprehensive plan is required for following strategies
> SEO
> Google Ads
> Social Media Marketing
> Email Marketing
> Inbound Marketing
Call us on 9052425444 for learning digital marketing course.
Account-Based Experience (ABX): 5 Steps to Find and Engage the Best AccountsDemandbase
This document discusses account-based experience (ABX) and provides a 5-step framework for finding and engaging accounts: 1) Build your account data foundation; 2) Find the right accounts to target; 3) Engage accounts with personalized interactions; 4) Close deals by aligning marketing and sales; 5) Measure account progress. It describes how ABX combines the best of account-based marketing (ABM) and customer experience (CX) to orchestrate engagement based on each account's journey. The document also outlines technologies that support ABX and recommends starting with account-based advertising and linking leads to accounts.
A Digital Marketing Proposal for Warrior Hockeyccrossman81
This digital marketing proposal outlines goals and challenges for the Warrior brand in competing with larger equipment companies. It proposes using social media like Facebook and YouTube, content marketing through blogging, and paid search advertising on Google to build brand awareness and online sales. Success will be measured through web traffic analytics and tracking online advertising campaigns. The $2 million budget will be allocated across staffing, paid internet marketing, mobile advertising, and app development over the course of the year with focus on peak sales periods.
Sales Impact Academy Coach, Mark Walker gives a preview of this foundational course.
You will learn:
1. How to identify the real pain points in your target market.
2. Which go-to-market model is best suited to your businesses.
3. Learn about the key success metrics you need to track.
Key Points:
1. Don’t be a solution in search of a problem - Consider the demand in the market first and then build a product for that pain.
2. Frame your key competitors as villain’s - it is a great way of identifying a problem and rallying people behind your product.
3. Be a pill not a vitamin - Is your product a ‘must have’ or a ‘nice to have’?
4. Your ICP should be narrow enough that you are able to streamline your entire operation and make your capital more efficient - you will have to say no to people.
5. A genuine go-to-market model considers every stage of the funnel.
How To Build The Ultimate Go-To-Market Strategy For Your AppClearbridge Mobile
This document provides guidance on building an effective go-to-market strategy for a mobile app. It discusses defining the product through discovery, understanding the market opportunity and target users. It also covers establishing a business and monetization plan, such as choosing a revenue model that fits the app type. The document reviews developing a marketing and user acquisition strategy, and selecting a launch approach like a minimum viable product or soft launch. The overall goal is to avoid common reasons apps fail and set up for success in the competitive app market.
The Pitch Process: Turning client briefs into great ideas, then selling themBeyond
As clients have more customers, stakeholders and channels than ever, briefs are getting more confusing; lacking focus, strategy and asking for the "moon on a stick". As the agency, it's getting harder to know where to focus with our ideas and strategy, then sell it effectively. This presentation was originally delivered at Miami Ad School's New York campus as part of the "Industry Heroes" lecture series.
Do You Want More Traffic for More Sales for Your Start Up Business? Checkout Complete Digital Marketing Plan & Strategies for Start Ups.
We Can Take Care of Your StartUp Business Marketing Campaign. Our services include Search Engine Optimization, Content Marketing, Press Release Copy-writing & Submission, Social Media Marketing, Classified Ad Marketing, PPC, SEO, Email Marketing & Reputation Building & Management.
Tags: adwords, content marketing, digital marketing, digital media, digital strategy, google adwords, internet marketing, lean startup, ppc, seo, seo services, social media marketing, startup, startup marketing, startups
"Generating Lower Cost Leads With Social Media” offers advice on how B2B businesses can integrate social media as a lead generation tool into their business model. This presentation offers best practices for generating leads through social media and examines case study examples of how B2B marketers are using social media to generate leads.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms for those who already suffer from conditions like anxiety and depression.
Account-Based Marketing: How to Operationalize ABM and Win as One Revenue TeamPeter Herbert
When Account-Based Marketing programs falter, it’s usually for two reasons: 1). Operationalizing ABM through new systems, tech, processes, training, and metrics can be hard, 2). Alignment between sales, marketing, and the CEO can be elusive. In this session, two revenue teams will tell true tales of ABM transformation, results, and unity between sales and marketing that won over their CEOs and boards.
ABM and Marketo champions Kristen Wendel and Peter Herbert will be joined by their revenue partners from sales to share their “One Team” results and explain how to:
- Build the systems needed to create an account-based revenue machine
- Create one ABM scorecard for sales and marketing
- Identify and prioritize the accounts most likely to buy with Fit+Intent+Engagement
- Train your teams to execute ABM
- Clear the roadblocks that MUST be removed to succeed with One Team ABM
- Unify sales and marketing with ABM, and get your CEO on board too!
Managing and developing your accounts is the key to sustainable business. As such, sales people and account managers need to be able to create strategic business relationships with their clients in order for the clients to remain loyal to them and the company. Sadly, most sales people and account managers treat their relationship with their clients as transactional instead of strategic.
In this short “Nine-Grid Key Account Management” training course, we will focus on creating strategic business relationships with clients by understanding how to manage their time and activities to better serve their key accounts.
By the end of this training course, participants will be able to:
1. Select and rank their key accounts
2. Create strategies to handling the different levels of key accounts
3. Manage time and activities for each type of key account
The document discusses go-to-market strategies for startups. It begins by stating that many tech startups struggle with finding a scalable way to generate revenue. It then contrasts marketing strategies, which focus on defining customers and offerings, versus go-to-market strategies, which are concerned with how to execute plans to acquire customers. The document outlines 19 potential customer acquisition channels identified in the book "Traction," including viral marketing, public relations, search engine optimization, social media ads, and more. It emphasizes the importance of dedicating significant resources to bringing in new customers, not just building products.
Marketing has evolved at a rapid pace over the past 12 months. There has been an increased emphasis on providing a great customer experience across multiple channels. Recently, we’ve noticed a clear shift toward digitalization and more automated ways for brands and customers to interact.
AI technology is another significant growth area; it has taken personalization to a more advanced level and saved marketers time in creating their email campaigns, articles, ads, and landing pages while also improving performance results.
During the past year, data privacy concerns have also increased, and this has led companies to be more transparent about the way that data is gathered and processed, including the replacement of third-party cookies with first-party cookies.
As for SEO, we’ve seen a noticeable evolution; machine learning has made the processing of data more and more advanced. For example, Google has started showing more relevant search queries that SEO marketers are looking for to drive organic traffic to their websites, based on analyzing tons of historical search results. This advancement is due to machines used by Google that humans couldn’t process because of the big amount of data analyzed. For example, Rankbrain is a machine learning AI algorithm used by Google to sort search results.
There are also a number of trends from recent years which look set to continue in popularity in 2023, including minimalist design, UGC, influencer marketing, artificial intelligence and machine learning.
However, there are a number of additional trends in AI and machine learning, advertising, SEO, social media, and ecommerce, that look set to be dominant in the coming year which we will discuss in this webinar.
We will cover:
1. 2022 in review
2. The main digital marketing trends for 2023
3. VBOUT’s resources to help you prepare for the upcoming year
This document summarizes a presentation on metrics, measurements, and KPIs for high performance account-based marketing (ABM). It discusses how to determine goals by aligning marketing and sales objectives. It also covers how to create a target account list through collaboration between marketing and sales, how to track the list, and how to measure success and performance against goals. The presentation provides examples for setting metrics to measure things like pipeline, closed deals, account distribution, and enabling the sales team.
Account-Based Marketing Across the FunnelDemandbase
Once you have your target account list, you need to consider how you will shift your marketing strategy and tactics to provide the focus needed on these accounts. We’ll walk through the different considerations, new campaign metrics you should measure, and the mindset to help you look at your marketing mix with an ABM lens.
Keys to Sales and Marketing Alignment SuccessDemandbase
Based off the Fundamentals workshop, we take a deep dive into the timelines, communications and best practices for getting your Sales and Marketing teams committed to and working towards the same ABM goals and metrics.
In this session we will cover the fundamental steps required to build an ABM strategy for your organization. You will scope the people, resources and marketing programs that need to be considered, along with with the expectations that need to be set with your organization.
End to-End ABM: From Identification to Closed BusinessDemandbase
Account-Based Marketing has officially taken off. However, ABM involves more than simply executing account-focused campaigns. B2B marketers are now responsible for identifying the companies that are likely to buy, as well as delivering the right individual buyers from within those accounts.
Join Aman Naimat, Founder of Spiderbook, and Peter Isaacson, CMO of Demandbase, as they discuss strategies to identify net new accounts and close them faster with end-to-end ABM.
You will learn:
-The main drivers behind the expansion of ABM
-The difference between predictive and prescriptive account identification
-The power of buyer-specific insights for marketing and sales
The last few years have seen a dramatic increase in the awareness of account-based marketing. Wanting to know how this is impacting B2B marketers, Demandbase recently teamed up with Demand Metric to conduct a research study on account-based marketing adoption and usage among B2B marketing companies.
This webinar will showcase more than 20 key findings on the latest trends in adoption, readiness, and business impact of ABM. You’ll also walk away with steps you need to take to successfully execute an ABM strategy.
5 Essential Steps to Build Targeted Campaigns Across ChannelsDemandbase
Attendees of this webinar will gain insights into specific recommendations and tactics marketers can apply to their programs to improve their overall results, particularly among key accounts. Some of the topics covered would include:
-Account-Based Advertising & Retargeting
-Social Account Nurturing
-Personalization
-Email
-Analog (Direct & Field Marketing)
Despite recent advances in digital marketing, B2B marketers struggle to leverage advertising for attracting, engaging and converting their most valued accounts. Advertising dollars go to waste as non-buyers are targeted with irrelevant messages. Stop your ad waste; demand more from your marketing.
This one-hour webinar will reveal how to:
-Ensure that your ads reach the accounts you value most
-Measure the effectiveness of your ads and demonstrate ROI
-Optimize your media mix to drive awareness, engagement, and conversion within your target accounts
A panel of 8 best-of-breed MarTech leaders share their thoughts on how B2B marketing operations professionals can best navigate the complex MarTech landscape.
Be a Marketing Hero in 2017: Budgeting Strategies for Account-Based MarketingDemandbase
According to SiriusDecisions research, 92% of marketers call ABM a B2B must-have and 68% are planning to invest in ABM technologies in the next twelve months. With 2017 right around the corner, do you have a plan on how to budget for ABM?
Join WhiteHat Security, Demandbase, and Target Marketing to learn why marketers are prioritizing ABM and how they are budgeting for it in 2017.
In this webinar you’ll learn:
- Why top marketers are focusing on ABM in 2017
- ABM basics needed to start planning your budget
- Different ways marketers are developing ABM budgets
- How ABM will impact budgeting decisions
Align Marketing and Sales is the first step towards implementing the hottest B2B marketing strategy on today’s scene. Listen to Demandbase CMO Peter Isaacson & SalesLoft VP of Demand Generation Kevin O’Malley as they delve into the importance of aligning the two groups and how doing that will deliver the success your business seeks!
The Latest Shifts in B2B Buyer Behavior: New Trends and Real-World Insights f...Demandbase
Your buyers are changing the way they make purchasing decisions. To help you understand how that will impact your business, Demand Gen Report and Demandbase are bringing you the latest trends and real-world insights on buyer behavior.
This webinar will provide a detailed look at the behavior patterns of primary decision-makers and influencers in B2B purchases over the past 12 months. The research shares direct anecdotes on:
-Where buyers typically see breakdowns in the marketing/sales process
-How buyers involve peers in the selection phase
-Where buyers look for information
-What content buyers view at different stages of the buying process
Expert ABM: Bringing Sales and Marketing TogetherDemandbase
Cinderella and Prince Charming. Beauty and the Beast. Aladdin and Jasmine. Sales and Marketing.
That last one doesn’t always have the fairytale ending we want them to, but this Valentine’s day we’re going to solve that.
In this webinar, we’ll share why Account-Based Marketing is key to bringing these two teams together. Not only will we walk you through the steps that go into building the strategy, but we’ll also share best practices and case studies from our own alignment story.
Join us on Valentine’s Day, February 14, to learn how to:
- Align Sales and Marketing on a list of accounts
- Connect marketing and sales metrics
- Build marketing campaigns with sales involvement
- Invest in sales and marketing technology
With reach to over 249 million people and 18 million businesses, Smart Zones provides advertisers with qualified audiences based on over 750 verified demographic and socio-economic factors.
Karl Kapp: Influence of Technology on LearningMarlo Gorelick
The document discusses how technology will influence the future of learning, noting that games have been shown to be more effective for learning than lectures. It provides examples of how gamification can be used in learning through elements like challenges, stories, and avatars. The document advocates for applying instructional design strategies that incorporate interactivity to online courses to reduce high attrition rates.
The document describes Dealmaker, a sales opportunity and account management software suite. It helps sales professionals maximize opportunities from key accounts, increase win rates, improve forecasts and sales performance. The suite provides world-leading sales methodologies, a step-by-step sales process, deal coaching, forecasting and performance insights, and virtual learning. It aims to deliver sustained, profitable revenue growth for users.
The New Normal - Account-Based Selling Meets Account-Based MarketingDemandbase
Presented on Nov 19, 2015 John Dering, Director of Marketing Programs at Demandbase discusses Account-Based Marketing and how it delivers growth for B2B companies through a targeted focus that aligns the sales and marketing departments.
IDC’s 2013 Trends, Benchmarks, and Essential Guidance for Technology Sales Or...Irina Zvagelsky, MBA
This document summarizes an IDC webcast on annual sales productivity benchmarks. It provides guidance to technology sales organizations on improving productivity in 2013. The webcast discusses trends in the buying environment, sales strategies, productivity benchmarks, and additional resources. It emphasizes building a next generation sales operations team, refocusing investment into sales methodology, optimizing the sales pipeline management process, and better enabling sales representatives.
Today’s B2B buyer is digitally-driven, socially connected and has unlimited access to information. Marketing recognizes this shift, but Sales needs to be on board too. In this session, Jill Rowley shares why Social Selling – using social networks to build the relationships that drive revenue – is essential and how to implement it across your organization.
Next Level ABM: Delivering the RIGHT LeadsDemandbase
The document discusses next level account-based marketing strategies for generating qualified leads. It begins with an introduction and overview of account-based marketing challenges. Common challenges include sales and marketing collaboration, identifying target accounts and decision-makers, and measuring business impact. The document then discusses operationalizing account-based marketing through building an accurate target account list, automating the buyer's journey, generating new account-based leads, ensuring accurate lead data, and closing the loop to measure ROI. A case study demonstrates these strategies through a company that shifted to ABM tactics like account-based advertising, lead generation, and collaborative reporting with vendors. Key takeaways emphasize that ABM is effective for high-value opportunities and is maturing through improved
Watch This Free Webinar On-Demand: http://dg-r.co/2gBeL9d - Beyond The Hype: How To Create And Measure An ABM Strategy
Learn how to track the right metrics to achieve & prove ROI at any stage of your ABM strategy
Whether your company is already up and running with an ABM strategy or just beginning to dabble in it, you’ll find that tracking the right metrics is key to ensuring ROI. It’s critical to find out what’s working and change what’s not, so you can focus your efforts as you plan for the year ahead.
During this webinar, Demandbase and Full Circle Insights will provide key insights into refining your ABM efforts, including how to:
• Build an ABM strategy and measurement program tailored to it;
• Identify the key metrics that matter;
• Use analytics to refine targeting and personalization; and
• Evaluate performance across the entire sales and marketing funnel.
Expert ABM: Selling the Value of ABM in Your OrganizationDemandbase
What does it take to get your organization committed to account-based marketing? How do you get your CFO to green-light the budget, get the sales organization committed to a new level of coordination, and rally the rest of your organization around the strategies, resources and focus necessary to drive ongoing ABM success?
In this webinar you’ll receive specific, immediately actionable tools and best practices to coordinate your entire organization around account-based marketing. You will hear:
- Best practices from peers who have successfully “sold” a focus and investment in ABM internally
- Specific messaging, presentation and ROI measurement tools that work to build consensus and commitment
- Common obstacles and objections to ABM, and how to overcome them
Improve Sales and Marketing Collaboration with ABMMarketo
As 97% of marketers achieved higher ROI with account-based marketing than with any other marketing initiatives,* ABM is no longer a nice-to-have, but a critical component of every marketer’s toolbox. By leveraging the latest ABM technologies marketers can help grow revenue, strengthen connections between marketing and sales, and enhance interactions with customers and prospects.
Join our guest Mary Shea, Principal Analyst at Forrester Research, and Marketo’s Mike Telem, VP of Product Marketing, to discover what ABM techniques companies are leveraging to improve sales/marketing alignment—and boost revenue.
Times Are a-Changin’: Agencies and the New ABM EcosystemDemandbase
We’re entering a new phase of ABM. Successful execution now involves the combined capabilities of the full marketing ecosystem. Critical in this ecosystem is the agency, though their ABM role has been murky up to now. Join this session to learn the agency’s role in successfully executing and optimizing ABM strategies and how they can work closely with ABM vendors and data partners to drive mutual client success.
Seven Key Considerations For Your 2019 ABM StrategyDemandbase
This document provides a summary of key considerations for an account-based marketing (ABM) strategy in 2019. It discusses choosing the right type of ABM approach, assembling an ABM team, aligning objectives across departments, measuring success, creating and maintaining a target account list, establishing a budget, and using technology to support the strategy. The presentation provides guidance on each of these areas, including how to blend one-to-one, one-to-few, and one-to-many ABM approaches based on account needs and objectives. It emphasizes aligning activities across the buyer journey and communicating impact through both leading and lagging metrics.
Fundamentals of ABM: Preparing your Organization for ABM SuccessDemandbase
This document provides an overview of account-based marketing (ABM) strategies. It discusses how ABM focuses marketing efforts on specific target accounts rather than a scattershot approach. The key benefits of ABM include ensuring attention is given to top prospects/customers, focusing on the best opportunities, supporting sales reality, and delivering a more customer-centric experience. The document outlines steps for developing an ABM strategy such as identifying stakeholders, building a target account list, deciding on segmentation and objectives, and implementing ABM across the marketing funnel from attracting to engaging to converting target accounts. It emphasizes continuous measurement and refinement of ABM strategies.
Introduction to Account-Based Marketing Demandbase
This document discusses account-based marketing (ABM) and how it can help align sales and marketing priorities. It notes that ABM focuses marketing efforts on identifying the most likely accounts to buy and targeting them specifically. The document outlines the ABM process, which involves identifying stakeholders, creating target account lists, developing engagement plans for accounts, measuring results, and refreshing the target list. It also provides examples of how Demandbase implements ABM through personalized experiences, predictive analysis, and an ABM scorecard to assess progress.
Metrics and Insights Behind the ABM RevolutionDemandbase
As B2B marketers, it's easy to get excited about the latest trends in our space. But when it comes to making strategic changes or big technology purchases, you need some cold, hard facts to inform your decisions. That’s why the ABM Leadership Alliance is excited to release its latest industry research. It captures insights and critical data points from real marketers who are using Account-Based Marketing (ABM). This research proves that ABM is not just a trend but rather a key strategy for B2B marketers to succeed in 2017. Join Craig Rosenberg, Chief Analyst, TOPO and Jessica Fewless, Sr. Director Partner and Field Marketing, Demandbase to learn first-hand how ABM is:
- Outperforming traditional marketing
- Growing lifetime value of customers
- Driving positive organizational change
- Increasing value and results over time
Get Out of the Tactical Reporting Trenches and into ABM Analytics BlissDelaneyKutsal
This document discusses account-based marketing (ABM) analytics goals and challenges. It outlines that ABM analytics aims to understand which channels and sources are contributing to revenue in order to optimize spending. However, challenges include skepticism around attribution models, channel rivalries, and attempts to game the system. The document recommends telling a story of marketing performance by combining all funnel data and comparing audiences and vendors to take actionable steps. It provides examples of using ABM analytics to understand program impact, compare audiences, and diagnose issues to improve the customer journey.
Get out of the Tactical Reporting Trenches into ABM Analytics BlissDemandbase
Want to be a revenue-driven Marketing team? ABM analytics are your key to building and maintaining well-deserved respect from the rest of the company, but why the heck are they so dang tricky to figure out? In this webinar, we’ll provide a roadmap to get you from tactical reporting to ABM Analytics nirvana by diving into real-world reports and metrics, and show you how to operationalize KPIs in an ABM world.
In this webinar, we’ll show you:
- A roadmap to get you from tactical reporting to practical analytics
- How to measure what matters in this age of attribution
- Real-world reports to help operationalize your KPIs in an ABM world
Launching and Scaling an Account Based Marketing Strategy: Implementing the R...Uberflip
This document discusses launching and scaling an account-based marketing strategy. It recommends starting with a small pilot that engages one sales partner and focuses on a small target account list. The pilot should customize touchpoints like digital ads, landing pages, and emails for each account and measure the impact on key metrics. To scale the strategy, the document suggests expanding the target account list and sales partnerships, building an ABM leadership team, and optimizing budgets and technologies to support the strategy. Customizing engagement by account tier and stage is also recommended based on account value, effort invested, and strategic initiatives.
This document provides advice for developing an effective Account-Based Marketing (ABM) strategy in 2018. It discusses defining ABM, structuring an ABM team, selecting target accounts, budgeting for ABM, choosing ABM technologies, and demonstrating ABM success with long sales cycles. Key considerations include aligning internal definitions of ABM, assembling cross-functional ABM leadership, focusing programs on reaching the target account list, optimizing budgets around the list, using technology to support the strategy, and tracking interim metrics like engagement and pipeline velocity.
The Secret to Account-Based for Financial ServicesDemandbase
Financial services teams well know the challenges of introducing new technology. There is already so much of the legacy stuff, often woven throughout the many businesses in a network of perilous dependencies. Pull out the much-reviled DOS-based quoting tool and who knows what might happen.
Yet something must change. Enter, Account-based Marketing.
Join James Meono, Director, Digital Marketing at Union Bank and Alex Pavia, RVP, Enterprise Sales at Demandbase as they dive into how to get started with ABM, tips and tricks to success, and hard learned lessons.
In this webinar you’ll learn how to:
- Create internal buy-in for an account-based pilot
- Align Marketing and Sales for success
- Identify in-market accounts
- Leverage technology to scale your pilot
Kapost 50 learning from world-class marketersKapost
Back in December we announced the winners of the 2016 Kapost 50, and now we're ringing in the new year by bringing together a few of our favorites to share how they aligned, created, distributed, and analyzed their world-class B2B marketing campaigns through a webinar.
See the deck from it here!
When it comes to Account-Based Marketing, personalization is key...and expected nowadays. But how do you segment your Total Addressable Market in a meaningful and actionable way? Join Beth Tiltges, Director of Field and Customer Marketing at Demandbase for a look into new ways to create, prioritize and take action on key segments for your business.
This document provides an overview of account-based marketing (ABM) strategies and best practices. It discusses why companies implement ABM, how to align ABM objectives, strategies, tactics and actions, and how to operationalize and measure an ABM strategy across the sales funnel. The document includes templates for developing ABM goals, strategies and tactics to address specific needs, and outlines how to define target audiences, share data with sales, report outcomes, and iterate ABM programs.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
Yes, It's Your Fault Book Launch WebinarDemandbase
From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.
Tired of the perpetual tug-of-war between your sales and marketing teams? Come hear Demandbase Chief Marketing Officer, Kelly Hopping and Chief Sales Officer, John Eitel discuss key insights from their new book, “Yes, It’s Your Fault! From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.”
They’ll share their no-nonsense approach to bridging the sales and marketing divide to drive true collaboration — once and for all.
In this webinar, you’ll discover:
The underlying dynamics fueling sales and marketing misalignment
How to implement practical solutions without disrupting day-to-day operations
How to cultivate a culture of collaboration and unity for long-term success
How to align on metrics that matter
Why it’s essential to break down technology and data silos
How ABM can be a powerful unifier
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
NexGen Alignment: ABM’s Role in Uniting Marketing and SalesDemandbase
In today’s competitive landscape, aligning marketing and sales teams is not just necessary for growth it’s necessary for survival.
Account-based strategies help bridge the historical divide between the two teams by ensuring marketing efforts are directly supporting sales goals, leading to more efficient resource use, improved customer experiences, and ultimately, increased revenue.
Join this interactive webinar with guest speaker Nora Conklin, Principal Analyst at Forrester and Kelly Hopping, CMO at Demandbase, as they reveal the latest research from Forrester, showcased at the ‘2024 B2B Summit North America’ along with practical tips for uniting sales and marketing teams from the inside out.
DGR_Digital Advertising Strategies for a Cookieless World_Presentation.pdfDemandbase
As digital advertising evolves towards a cookieless future, advertisers need to know what they can do today to plan successful campaigns when third-party data sources are eliminated.
In a world where B2B buyers are already increasingly wary of disclosing personal details and freely consenting to tracking, the challenge of reaching and engaging audiences is more critical than ever.
In this session, Demandbase’s Gareth Noonan, General Manager of Advertising, and Jennifer Hughes, Principal Digital Expert, will share the evolution of B2B advertising strategy amid Google’s fundamental changes to the web-based digital experience.
Discover innovative strategies for targeting and measuring success in a cookieless world, ensuring your campaigns remain effective and relevant as Google continues to phase out third party cookies.
Digital Marketing Spotlight: Lifecycle Advertising Strategies.pdfDemandbase
Demandbase on Demandbase Story
In this webinar, Hannah Jordan, Senior Digital Marketing Manager at Demandbase will showcase top advertising plays tailored to each stage of the buyer's lifecycle. From awareness to decision-making, you'll learn how to effectively engage your target audience with creativity.
Discover the latest features available in Demandbase for digital marketers to leverage their advertising spend for maximum impact and efficiency.
Key Takeaways:
* Understand how to map advertising strategies to different stages of the buyer’s journey
* Learn about the latest released features in 2024 within Demandbase Advertising Platform
* Gain insights from real-world examples and use cases
* Enhance your ability to craft targeted, effective, and engaging marketing campaigns
Winning Target Accounts in a Cookieless EraDemandbase
Amidst the ongoing transformations in digital advertising, advertisers’ consistently wonder what to do after third-party cookies are gone?
An increasing number of B2B buyers are hesitant to disclose contact details, consent to cookie tracking, or initiate sales discussions, citing apprehensions related to privacy and data utilization.
B2B & GTM Trends and Predictions for 2024.pdfDemandbase
This document provides 5 predictions for B2B and go-to-market trends in 2024. The first prediction is that creating valuable content and offers to book meetings will be a priority for high performing teams. The second prediction is that alignment between sales, marketing, and customer success will be the top indicator of success in hitting goals. The third prediction is that getting priority accounts to attend in-person events will be an important closing motion. The fourth prediction is that consolidation and integration of sales and marketing technology stacks will increase. The fifth prediction is that retention, cross-sell and upsell efforts will receive the highest percentage increase in resources compared to other go-to-market strategies.
Data Champions League: Winning Strategies for B2B SuccessDemandbase
The document discusses aligning sales and marketing through the use of data. It notes that 52% of companies surveyed are struggling with sales and marketing alignment. The biggest challenges to alignment are different metrics, data in different systems, and poor handoffs between sales and marketing. The presentation outlines five keys to improving alignment: coordinating marketing to sales handoffs, transparency and communication, aligning metrics, and defining success. It advocates for using data to segment accounts and contacts, prioritize targets based on intent signals, and tie engagement activities to accounts and contacts for improved targeting and reporting.
Demandbase + GTM Partners Analyst Hour - ROI Framework WorkshopDemandbase
This document discusses metrics for measuring the success of account-based marketing (ABM) programs. It provides examples of metrics that can be used at different stages of the ABM process: target account selection and engagement, engaged accounts, working accounts, meeting accounts, opportunity accounts, and won accounts. Specific metrics include account engagement rates, pipeline and revenue generated, time between stages like engaged to working, meetings booked vs held, opportunity acceptance rates, and win rates. The document advocates choosing metrics that match the goals of the specific ABM program.
The Magic ABM Potion: Key Elements to Think About When Creating Your ABM Stra...Demandbase
The document discusses key elements to consider when creating an account-based marketing (ABM) strategy for 2024, including segmentation strategies for accounts, campaigns, personas, activities, and metrics. It emphasizes starting with an ideal customer profile and segmenting accounts into tiers based on factors like journey stage and intent. The document also recommends segmenting personas, activities, and metrics to track engagement and ROI across segments. The goal is to deliver the right message to the right accounts and personas through personalized campaigns and content.
The Reports Your CMO Wants to See (OpsStars)Demandbase
In today’s data-driven landscape, the CMO’s dashboard is more than a collection of metrics; it’s a strategic tool for growth. Come learn the essential metrics and reports that top CMOs use to drive pipeline and revenue growth in 2024.
Attendee takeaways:
Key Performance Indicators (KPIs): From pageviews to conversion rates to pipeline, discover the metrics that matter.
RevOps Alignment: Learn how to integrate marketing data with RevOps to drive cohesive business strategies.
Actionable Insights: Discover innovative strategies to turn your analytics into strategic action.
Whether you’re a CMO or an operations professional, this session offers a future-oriented and engaging look into the reports that guide and justify your go-to-market strategy.
Presented by: Ashley Long &
Jon Miller from Demandbase
Revolutionize Financial Services with AI-driven intent + SFMC JourneysDemandbase
Welcome to the world of digital transformation for financial services, where cutting-edge technologies are reshaping customer journeys, demand generation, and scoring strategies. In this era of innovation, we dive into the realm of SFMC journeys, leverage the power of Demandbase intent, and simplify scoring buckets to fuel your organization’s growth and success.
With SFMC (Salesforce Marketing Cloud) journeys, we unlock the potential to create personalized and seamless experiences for your customers. By mapping out intricate paths, we guide individuals through tailored interactions, nurturing them at every step of their financial journey. Whether it’s onboarding, cross-selling, or retention, SFMC journeys empower you to deliver the right message to the right audience at the right time.
But what if you could take it a step further?
Enter Demandbase intent, a game-changer in B2B marketing. By harnessing intent data, we gain unprecedented insights into your target accounts’ interests and behaviors. This powerful tool allows us to prioritize and engage high-intent prospects, accelerating your sales pipeline and driving revenue growth.
Of course, in the realm of financial services, not all customers are created equal. That’s where easy scoring buckets come into play. By simplifying the scoring process, we categorize prospects based on their engagement, propensity to convert, and lifetime value. With this data-driven approach, we enable your sales teams to focus their efforts where they matter most, optimizing resources and boosting conversion rates.
Now, imagine the possibilities that arise from this seamless integration of SFMC journeys, Demandbase intent, and easy scoring buckets. The result? A digital transformation that revolutionizes the way financial services connect with their customers. From personalized experiences to data-driven targeting, your organization becomes a catalyst for growth and a trailblazer in the industry.
So, are you ready to embark on this transformative journey? Together, we’ll navigate the complexities of digital transformation, unlocking the true potential of your financial services organization and shaping the future of customer engagement. Let’s embark on this exciting adventure and redefine what’s possible in the world of finance.
Nothing Works Anymore: Why B2B Needs A New PlaybookDemandbase
This document provides an overview of the "SMARTER GTM Playbook", which outlines a new approach for marketing and sales to work together effectively. It discusses finding the right accounts to prioritize through account intelligence and intent data. It also covers conditioning the market with brand awareness advertising and aligning messages to where accounts are in their journey. Finally, it emphasizes orchestrating sales and marketing, such as through joint stand-ups and treating pipeline as team-sourced. The playbook aims to help organizations overcome issues with traditional tactics by adopting a more coordinated, account-based approach.
Customer Lab: Maximizing Your ROI with Demandbase: A Practical Playbook for M...Demandbase
This document provides an overview of a playbook for marketers to maximize their ROI with Demandbase. It includes sections on targeting the right accounts and people, using intent and engagement data to progress opportunities, orchestrating programs across systems, and tracking metrics. Specific use cases are presented, such as identifying in-market intent, acquiring new contacts from target accounts, generating further engagement through direct mail, and assigning sales tasks based on account qualification scores. The playbook emphasizes using automation to save time on repetitive tasks.
Analytics that Matter: How to Turn Raw Data Into Actionable Insight Through H...Demandbase
As marketers, we have more raw data than we know what to do with. But how do you tell a story, extract insight, and know what to do next as a marketer when we are swimming in all the data? In this rapid-fire session, we will dive deep into methodically combining the principles of marketing data, the key reports to be looking at that matter to the C-suite, and scientific hypothesis-driven thinking.
A Marketers Tale: How ABM Was Successfully Launched at ThalesDemandbase
Thales’ Sr. ABM Manager, Rafael Melanda, takes us through exactly how he implemented an ABM strategy at Thales, including how to get senior level buy-in across the company, as well as engagement from the sales organization.
ABM in a Downturn_ Account Intelligence to Do More with Less (Demandbase).pptxDemandbase
Prior to the current economic downturn, B2B companies turned to account-based marketing and Smarter GTM™ as a better way to do things.
These forward thinking companies were looking to be better informed, more targeted and more efficient and effective. Smarter GTM™ and ABM was viewed as the modern approach — a best practice to drive growth, yet still seen as a “nice to have” by many.
But in today’s world — a world that has been shaken by a global pandemic, labour shortages, inflation, war, and economic uncertainty — organisations’ resources have been stretched and depleted. ABM is no longer the fastest path to growth, but essential for survival.
In this session Jon Miller — CMO at Demandbase and cofounder of Marketo and Engagio — will show why ABM powered by Account Intelligence is the key to work smarter, not harder, and he’ll share practical ABM tips and best practices based on Demandbase’s own secret sauce.
You will learn:
What it’s going to take in 2023 to create alignment between marketing and sales
How to empower your sales and business development teams to sell more
Tips on how to help your marketing team generate sufficient amounts of pipeline with less investment
How to Adjust Your GTM Strategy When Things Don’t Go to Plan Demandbase
This document discusses adjusting go-to-market (GTM) strategies when plans do not go as expected. It emphasizes the importance of trust and alignment between sales and marketing teams. A GTM strategy is described as an evolving plan to engage customers and gain a competitive advantage. The document suggests that GTM strategies should adapt to changing needs using account intelligence to prioritize and personalize approaches. Effective coordination between sales and marketing teams is highlighted as a key indicator of account-based success.
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"
We will explore the transformative journey of American Bath Group as they transitioned from a traditional monolithic CMS to a dynamic, composable martech framework using Kontent.ai. Discover the strategic decisions, challenges, and key benefits realized through adopting a headless CMS approach. Learn how composable business models empower marketers with flexibility, speed, and integration capabilities, ultimately enhancing digital experiences and operational efficiency. This session is essential for marketers looking to understand the practical impacts and advantages of composable technology in today's digital landscape. Join us to gain valuable insights and actionable takeaways from a real-world implementation that redefines the boundaries of marketing technology.
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialNavah Hopkins
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organization
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
In this dynamic session titled "Future-Proof Like Beyoncé: Syncing Email and Social Media for Iconic Brand Longevity," Carlos Gil, U.S. Brand Evangelist for GetResponse, unveils how to safeguard and elevate your digital marketing strategy. Explore how integrating email marketing with social media can not only increase your brand's reach but also secure its future in the ever-changing digital landscape. Carlos will share invaluable insights on developing a robust email list, leveraging data integration for targeted campaigns, and implementing AI tools to enhance cross-platform engagement. Attendees will learn how to maintain a consistent brand voice across all channels and adapt to platform changes proactively. This session is essential for marketers aiming to diversify their online presence and minimize dependence on any single platform. Join Carlos to discover how to turn social media followers into loyal email subscribers and ultimately, drive sustainable growth and revenue for your brand. By harnessing the best practices and innovative strategies discussed, you will be equipped to navigate the challenges of the digital age, ensuring your brand remains relevant and resonant with your audience, no matter the platform. Don’t miss this opportunity to transform your approach and achieve iconic brand longevity akin to Beyoncé's enduring influence in the entertainment industry.
Key Takeaways:
Integration of Email and Social Media: Understanding how to seamlessly integrate email marketing with social media efforts to expand reach and reinforce brand presence. Building a Robust Email List: Strategies for developing a strong email list that provides a direct line of communication to your audience, independent of social media algorithms. Data Integration for Targeted Campaigns: Leveraging combined data from email and social media to create personalized, targeted marketing campaigns that resonate with the audience. Utilization of AI Tools: Implementing AI and automation tools to enhance efficiency and effectiveness across marketing channels. Consistent Brand Voice Across Platforms: Maintaining a unified brand voice and message across all digital platforms to strengthen brand identity and user trust. Proactive Adaptation to Platform Changes: Staying ahead of social media platform changes and algorithm updates to keep engagement high and interactions meaningful. Conversion of Social Followers to Email Subscribers: Techniques to encourage social media followers to subscribe to email, ensuring a direct and consistent connection. Sustainable Growth and Minimized Platform Dependence: Strategies to diversify digital presence and reduce reliance on any single social media platform, thereby mitigating risks associated with platform volatility.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
Key takeaways:
1. The growth potential of reaching customers in their native language
2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
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1. BUILDING YOUR TARGET ACCOUNT LIST
HIGH PERFORMANCE ABM
Chris Bondhus
Senior Director, Demand Gen | Brightcove
Phil Hollrah
VP, Product Marketing | Demandbase
2. FRI Metrics, Measurements and KPIs
Keys to Sales & Marketing Alignment SuccessTUES
WED
THURS
Building Your Target Account List
ABM Across the Funnel
MON ABM Fundamentals
@Demandbase #ABMwebseries
HIGH PERFORMANCE ABM WEBINAR SERIES
EVERYDAY 10 AM PT
Hello everyone and welcome to today’s webinar Building Your Target Account List, the third day of our week-long High Performance ABM webinar series. My name is Phil Hollrah, VP of Product Marketing here at Demandbase, and I am joined today by Chris Bondhus, Sr. Director of Demand Generation at Brightcove.
As you may know, this week, we have been talking about all things ABM, covering everything from fundamentals to how to measure the success of your campaigns. And there is still time to register for the rest of the week’s webinars so you can be sure to get all of the content.
You can also follow along with us on Twitter at @Demandbase and join the conversation using the hashtag #ABMwebseries.
So before we get started a few housekeeping items. All phone lines will be muted during this session, but if you have a question…
We will have a Q&A session at the end of the presentation, so be sure to submit your questions in the Q&A tab on the left-hand side of the webinar console.
We often don’t have time to address all questions, so we will follow up after the session if we don’t get to you.
We are recording this webinar, so the on-demand version and slides will be sent to you next week along with links to access the content from other sessions.
With that, I’d like to introduce myself…
As I mentioned I head up Product Marketing at Demandbase. Demandbase provides B2B companies with Advertising, Marketing, Sales and Analytics solutions so that they can execute on a full, end to end ABM Strategy. Serving both Mid Market and Enterprise companies globally.
[Chris will introduce himself]
Chris Bondhus, Senior Director, Demand Generation, He has over 15 years of experience creating and executing marketing plans and aligning brand, product, and sales strategy to revenue objectives. Chris has designed, launched, and marketed dozens of SaaS, mobile, or cloud products for major brands including Monster.com, Carbonite, and now Brightcove. Chris incorporates demand gen expertise with analytics to attract prospects and convert them at each step of the buyer’s journey.
Thank you Chris, for joining us today. Now let’s get into the content.
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Chris and I are going to take a deep dive into how to build a target account list that will really serve as the foundation of your Account-Based Marketing strategy. We’ll go over a few basics, then talk about how to develop your first pass at a target account list, verify that list, and adjust it as the needs of your business and your target audiences change.
So first let’s talk about how to get this whole process started.
First and foremost, you want to involve the right stakeholders.
Before you can build your list, you need to align three specific groups, including Sales, Marketing and Operations. Sometimes also see finance included here.
NEED TO ADD IN THE DIFFERENT GROUPS.
Those are the groups of people; now let’s talk about these shared responsibilities
It starts with Staffing to new ABM focus (both sales and marketing): A great example of an are you may need to consider if you don’t have already is Marketing Ops – their role would be focused on evaluating the right technologies needed to setting up the right reporting and metrics to evaluate progress and success.
You need to make sure objectives are clear and communicated. And this isn’t a one time thing, it’s ongoing as you add goals and objectives.
Reset expectations: You aren’t going to generate as many leads as a typical demand gen program. But your are going to generate more quality leads. But you need to make sure this is known ahead of time so panic doesn’t ensue.
Ensuring compliance is focusing on making sure that sales is prioritizing leads from target accounts and in a timely fashion.
Collaborate often. Bring these teams together so that you don’t end up working in silos. Analyzing results and focusing on what is working as well as what needs improvement.
And finally, reinforcing the mutually agreed upon target account list so that teams understand and are bought in…
[Chris will talk about monthly stakeholder meeting]
Compliance and sales alignment: they adapted their sales process – ABM AND inbound
Impact on event planning: highlight and target ABM acconts from the start to drive strategy
Your target account list isn’t just the final output of the companies you want to target. It also serves a role for your ongoing focus.
1. It provides a s Shared focus: aligning the organization around a set list of accounts
2. It Aligns resources: providing and easier path to make decisions when you see it through the lens of how it impacts your target accounts, rather than the broader market
And finally it facilitates compliance: creating a system in which your sales team is going to WANT to follow up on inquiries because they are coming from accounts they have already agreed are valuable
So let’s talk about Goals. Why are you executing an ABM strategy? What is your key pain points and challenges and why are you doing this…
Starting with clear objectives and understanding where you are now is critical.
You need to think about where you are heading based on where you are now. In our case when we first started with ABM, we started with a clearly defined objective of increasing conversion rates so that we could meet growing revenue goals without having to increase our MQL number by the same factor. So we looked back over a few quarters to develop a baseline that included seasonality so we could understand if we were moving the needle after we implemented ABM. You may have more than one objective or goal, as we do now, but clearly defining them so you can measure is key.
Chris – what kinds of baselines did you set? ABM isn’t just for acquiring new business; also for expanding key accounts. What additional opportunities might you get from existing customers?
So let’s move into how to get started with developing a target account list.
So this is a high level process, but it is a collaborative one.
The first part is the actual process of building the list and working across both marketing and sales to generate it.
From there when building a list I want you to think about how to make sure that your sales organization is comfortable with the process for building the list and there is agreement from both groups.
From there you want to iterate on the list with Sales. Making sure they have the opportunity to add their input. They may want to add some accounts and disqualify some as well.
The last and potentially most important step is updating the list at regular intervals. This is a living list and you are looking at it in regular intervals. Could be quarterly for individual territories; annual where you do deep dives andyou evaluate the model on how the list is generated. In any case, keep the discussion going between sales and marketing.
Chris: once you set up this list, you get additional intelligence about web activity; you can leverage that data to modify that list…
There is a best practice that I want to point out. Establish a single owner (even a single person) who is responsible for that list. They aren’t neccesarily the final decision maker, but they know everything about how the list is created, when it’s updated and making sure collaboration is taking place.
For us, that is Marketing Operations. They are in charge of communicating what is going on with the list and knowing details on creation and updates, as well as hyper focus for a given quarter. They also manage the metrics and performance metrics on that list. This could be a different group of person depending on your organization, but for us it falls under Marketing Ops.
For Chris, that is actually Demand Gen team.
There are many different ways to build your initial list. I want to make sure when you are looking at this that you understand that these aren’t four steps, but rather four options to consider.
You can create your list based off of current customers. Finding more companies that look like or have similar characteristics of your current customer base.
You can leverage a list of named accounts or a specific vertical. You may have products that resonate with the Financial Services industry. Or have an existing list of strategic and named accounts you want to focus on.
You can use predictive data to generate a list and determine the set of target accounts. This has been a popular place for many companies to start and what we employed at Demandbase when we first got started with ABM.
You can also use account identification technology to find out who is in market now. Narrowing your focus to find the companies that are showing intent and buying signals right now.
Chris has gone through three list iterations and each time it’s gotten better. First time, sales took the lead (wouldn’t recommend). Second time, Marketing had more input and filtering input (Technology platform, industry, demographic info). Third list now incorporates activity data from Demandbase, which bumps up priority of individual accounts.
Depending on who pulls the list, you can end up with a list that is too rigid based on criteria – need to still incorporate that instinctual feel from sales etc. Blend human intuitition/reasoning with quantitative metrics.
Once you have a draft list, how do you make sure teams are bought in, and that the right information is disseminated amongst their team.
NEED MORE HERE.
OK, so you’ve built your initial list and secured agreement. It doesn’t stop there. Now it’s time to obtain verification from sales and allow them to have input on the list.
Sales is going to be a group with a lot of input. You want to enable them to include accounts that may not have made it; and exclude accounts that won’t be able to buy. They are going to have experience and knowledge of their territories and you need to take that into account. Remember, you are teaming up with sales like you never have before.
With individual reps, their level of engagement is dependent on them. Some will need a lot of guidance; they will want to change a lot, but you want to instill in them a trust in the system. You will have some reps that are bought in right away, and some that need a kick in the pants to get involved. It’s all about that back and forth with sales and marketing so that you can iterate to get the best result.
Chris: preach patience. This will take time. On the flip side, some reps will want to hold on to an account for too long…
So you’ve made it this far. You built your list. You have agreement. You’ve collaborated with Sales to adjust the list. But it doesn’t stop here. Your list is a living document. It should and will change continuously. This gets into why you update, and how often. It really will depend on your business objectives and how your business operates.
You can think about it in two ways:
Minor updates: monthly or more likely quarterly changes. Things like territory changes or bringing in new reps, or changes in your products/offerings or new product launches.
You’ll also have Major updates to your list: these can be really big things that impact your business – you might have a new round of funding, a new C-level executive, a major change in the market that is impacting your business.
The big takeaway is that it is ok to change your list, and you should be changing/updating it. You will never have a perfect list, but it will get better as you adjust it.
Chris: be opportunistic. They have looked at list and tweaked it based on opportunities available in new verticals/sectors. There is a specific vertical with companies that have multiple business units; what we have learned is that after we get into the main business sector, we’ve seen success with expansion. You may start seeing areas where you start seeing success; take advantage of that!
Let’s talk about technology for a minute. Your list is going to impact that as well.
Your target account list is going to have implications across your Marketing Automation System, as well as your CRM. Think of this as your first line of communication internally: how you actually mark (and act on) your target accounts.
Things like Lead Routing: which sets of sales reps are responsible for follow-up, and what takes priority?
Scoring: factor target accounts into your scoring – with target accounts geting a bump
Maintaining/Auditing your list: you want to segment your target accounts in MAS; and report on them in your CRM system
Reporting: validate the list – are targets performing better than non-targets? What types of metrics are you know using that are different?
Chris: MAS – can build out automated nurture programs for these lists because they can be cold. You need MAS tied in closely with ABM strategy
Chris: Salesforce dashboards for each Sales Director: 6-8 different data points (which accounts are getting advertising, which accounts are getting additional traffic over the past month) – useful for Sales Director and Sales Development Reps – this is how they start their day
So what are some of the things that are going to affect your list and process? It’s Rare to come out of the gate with a list totally ready to go. Start with thinking about your total addressable market (B2C vs. B2B). There are limitations on the number of businesses that we can sell to. Within those, which are actually ready to buy NOW…when you look at your sales cycle, your average deal size, and the size of your sales team (how many mouths do you have to feed), this will have an impact on what you are doing.
These things will also impact the total size of your list. When Demandbase started, we had 1,500. But as we became more sophisticated, had continued growth and expanded our Sales org we expanded to 3,000. It’s also because we expanded our list from starting with prospects only, to now including partners and customers.
Chris: Demandbase has been doing this for years now; Brightcove has been doing it for 5 months. Our goal wasn’t to boil the ocean so we’ve been selective and started wit a few hundred. We are working to understand the process and work with stakeholders to get buy-in. 150 accounts per rep, and 100 of them are new prospects, 50 are existing customers (ABM can be used for net new as well as expansion)
So a big question that I hear from companies considering ABM is “As I move into ABM focus, does all my revenue come from this list?” The answer is No!
Don’t want to confuse people here. Even though you have a target account list and focusing on it, you will still have inbound activities from companies outside your target account list. What you do want to understand is what it looks like today: how many leads do you have coming in today from your target account list and how is that changing? It’s really going to depend on your business, your business model and where you are on your ABM journey.
Chris: evolution from inbound to ABM. The important part is looking at 6 months or a year from now. How do you prepare yourself for a system that is more ABM than inbound? The ratio is switching even though inbound will never go away.
OK – we’re entering the last section to cover today. Managing your list.
Once you build the target account list, you will want to look at ways to segment that list. This is where you can start to get much more sophisticated. You can see there are many ways to look at it, and how you look at your segmenting will be driven heavily by your business objectives.
As I mentioned earlier, we we first started we were focused exclusively on Prospects. From there there are many ways to segment this audience even further. You might start with a specific industry or industries like Healthcare or Business Services. Or you may have a specific product you want to focus on. Or a specific geography. There are many ways to segment and focus your attention.
You can also break this up to include Prospect and Customers as we do now. For example an audience of customer you want to Upsell into another product line.
It is easy to get too complicated early so start simply, prove out the model and then add more sophistication to it.
Chris: competitive takeaways as an example. Which accounts do your competitors have…
Now what is a Marketing webinar without a little measurement? We spoke early in the presentation about setting a baseline so you could measure results. So let’s dig into that a little bit more.
It starts with your focus areas – your objective or objectives. What do you want to accomplish? For us when we started it was focused on conversion rates. That has expanded for us now to include increases in average deal size, pipeline velocity and customer retention rates.
From there we established baselines so we could understand performance so we could amplify the things that were working and improve or course correct those that weren’t. There are many different analytics solutions to help you do this. We use Performance Manager that allows us to understand how are programs are working across the funnel, across specific programs, for different territories and audience segments – all focused on our target account list.
Chris: two types of measurement – direct measurement e.g. How many clicks were generated from these accounts? Then there is also an influencer measurement that is a bit more challenging. You may not be able to measure/document specific program, but there is impact from these programs.
Again, I want to emphasize this point one more time. Once you’ve established your target account list, it is important that you keep it front of mind for the organization. You want to make sure that you continue to optimize and coordinate across teams to reinforce this list. We’ve seen cases where the list starts to spiral out of control with reps that are either too diligent about adding accounts; or conversely, reps that are undisciplined about monitoring their accounts. Make sure that everyone stays engaged and understands the process.
Chris: Difference between the intelligence list (thousands) and the advertising list (much more diligence about the advertising one since this one costs) – in a given time, you might be hyper-focused on a smaller subset of accounts, rather than the ”full” list
So let’s end with a few takeaways from today.
Start with what you’re trying to do/accomplish. Every successful strategy starts with clear business objectives.
Don’t over complicate things when you get started. Keep it simple. This doesn’t have to be perfect right out of the gate.
Prove that it works – this is about measuring and adjusting against your business objectives.
As marketers we are used to trial, test and optimize. Similar thing here – review your list, revise it and expand when it makes sense.
And remember that it is iterative in nature.
Chris: go back to being opportunistic, staying focused, and being persistent.
Fantastic. Now we’re going to open it up to Q&A. As a reminder, you can still enter your questions in the Q&A tab on the left side of your screen.
We have an attendee who would like to know…
Seed questions
1. Phil - What account identification technology do you suggest using?2. Chris - Do you typically go through the entire process for list refresh again, or just the marketing team?3. Chris - How long did it take for you to go through this entire process?
Fantastic. Well it looks like we just about out of time. Just a reminder that you can still register for the rest of this week’s webinars. We have great content and speakers lined up and we hope you can join us.
Don’t forget to follow us on Twitter at @Demandbase and join the conversation using the #ABMwebseries hashtag.
Thank you so much to Chris for speaking, and thank you to our audience for joining us. On behalf of Demandbase, have a great rest of your day.