Brightcove adopted an account-based marketing (ABM) strategy to address issues like saturation in their target accounts, insufficient pipeline growth, and lack of alignment between sales and marketing. Their ABM approach involved building an initial target account list, conducting sales training, running multi-channel marketing campaigns, and establishing regular stakeholder meetings between sales and marketing to measure performance and refine their targeting. After one year of ABM, Brightcove transitioned from 100% inbound to a hybrid approach, personalized their efforts, became more proactively aligned between teams, and increased their pipeline contribution from 0% to 30%.

2. MAKING OF AN ABM STRATEGY
Behind the Curtain of
Brightcove’s Adoption of ABM
Chris Bondhus,
Senior Director Demand Generation
Brightcove

3. SLIDE 3
A YEAR AGO…
§ Attended this conference
§ One list of Fortune 500 accounts
§ Beginner certified!
§ Overwhelmed a bit
§ Walked away with lots of ideas

4. AGENDA
§ WHO IS BRIGHTCOVE
§ ABM DECISION DRIVERS
§ ABM COMPONENTS
§ EXAMPLES

5. SLIDE 5
WHAT WE DO
An Online Video Platform
Video on
website
Social Video Video portals
& microsites
Live
streaming
Video integration
CMS, MAP & CRM
▪ New! - Get Started for as low as $199/month

6. SLIDE 6
HOW WE DO
“Brightcove’s vision and
enterprise track record solidify
it as one of the market
leaders.”
- The Forrester Wave TM:
OVPs for Sales &
Marketing, Q4 2016

7. ABM DECISION DRIVERS

8. SLIDE 8
SATURATION AND NOISE

9. SLIDE 9
PIPELINE…NEVER ENOUGH

10. SLIDE 10
LAND AND EXPAND

11. SLIDE 11
SALES AND MARKETING ALIGNMENT
§ How sales feels when marketing hits its leads goals…

12. SLIDE 12
SALES AND MARKETING ALIGNMENT
§ How marketing feels when sales closes a deal…

13. SLIDE 13
BUYING COMMITTEES
22 Interactions
11 Interactions
4 Interactions
7 Interactions
White
Paper Webinar
Web
Visits
Analyst
Report
Pricing
Page
2 1 2 4 2
1 1 2 0 0
0 0 3 2 2
3 2 7 6 4
Peggy Smith
Senior Manager,
Professional Services
Carson Plastics
Industrial, MA
Bob Clark
Director, Marketing
Carson Plastics
Manufacturing, CA
Joseph McLaren
Manager, Sales Operations
Carson Plastics
Durable Goods, MA

14. SLIDE 14
WHAT A JERK!

15. SLIDE 15
SALES CYCLE

16. ABM COMPONENTS

17. SLIDE 17
DIGITAL BODY LANGUAGE
SALES
CALL
LEAD
SOCIAL
MEDIA
WEBSITE
VISIT
SEARCH
DETERMINE
PROBLEM
WEBSITE
VISIT
WEB
RESEARCH FRIENDS &
FAMILY
INTEREST
Marketers miss out on
the buying signals that
occur pre hand raise…
…and the signals that
occur once a prospect
is in a sales cycle.

18. SLIDE 18
BUILDING THE LIST
Secure Agreement
from ABM Leadership
Team
Verify & Iterate
with field sales
Update
at regular intervals
Build
an initial list
4321
It’s a Collaborative Process

19. SLIDE 19
BUILD AN INITIAL LIST
WAYS TO APPROACH THE PROCESS
4
Use account identification technology to determine the high-
value accounts most likely to buy and best individuals within
those accounts
Evaluate your current customer base to create a lookalike model
1
2
3
Leverage your list of named accounts, which include verticals
and strategic accounts
Use data to generate a list of companies, and then have a
discussion with your sales team to determine a set of target accounts

20. SLIDE 20
SEGMENT YOUR TARGET ACCOUNT LIST
Segments you select must
have discrete business
objectives that marketing
can build programs to
support.

21. DO
§ Start with your customer profile
§ Supplement with firmographic data
§ Apply behavioral data
§ Collaborate with Sales
§ Iterate quarterly; be opportunistic
DON’T
§ Solely select the Fortune 500
§ Overcomplicate the process
§ Languish
§ Be homogeneous
Do’s and Don’ts of
List Building

22. SLIDE 22
SALES TRAINING
Department
Groups
Territories
Individuals

23. DO
§ Find a champion on the floor
§ Build credibility with wins
§ Praise adoption of the approach
§ Be available and proactive
DON’T
§ Expect miracles overnight
§ Be inconsistent with scheduling
§ Leave out sales leadership
§ Overwhelm with material
Do’s and Don'ts of
Sales Training

24. SLIDE 24
CAMPAIGNS
ENGAGEMENT
CONVERSIONRETENTION
ADVOCACY
AWARENESS

25. SLIDE 25
Email Blast Nurture Streams SDR/Sales Email
Blast
SDR/Sales Call
Blitz
AM/AD Email
Blast
AM/AD Call
Blast
Social
Advertising
Display
Advertising
Retargeting Events Website Webinar / Video
Executive
Briefings
In Product
Messaging
Content
Syndication
MULTI-CHANNEL ABM CAMPAIGNS

26. © 2016 DEMANDBASE / SLIDE 26
CUSTOMER BANNERS PROSPECT BANNERS
71%
Lift
69%
Lift

27. Launch-Q3 ‘16 Q3-Q1 ‘17
In FlightCREATIVE ITERATIONS SINCE LAUNCH

28. Banner A
Banner B
TOUCH 1: ADS & LANDING PAGES

29. SLIDE 29
TOUCH 2: ADS & LANDING PAGE

30. CREATIVE ITERATIONS SINCE LAUNCH
Launch-Q3 ‘16 Q3-Q1 ‘17
In Flight

31. Banner A
Banner B
TOUCH 1: ADS & LANDING PAGES

32. TOUHC 2: ADS & LANDING PAGES
Banner A
Banner B

33. SLIDE 33
VIDEO AND ABM ON SOCIAL
• Target Accounts Only
• FB Demographic Profiles
• 5,000 impressions in one
month to Pfizer employees

34. © 2016 DEMANDBASE / SLIDE 34
MEET YOUR ACCOUNT DIRECTOR EMAIL CAMPAIGN
Personalized Videos to Accounts
Open Rate: 51%
Unique Open Rate: 16%
CTR: 2.8%
Click to Open: 7%

35. SLIDE 35

36. © 2016 DEMANDBASE / SLIDE 36
MEET YOUR AM EMAIL CAMPAIGN
Open Rate: 224%
Unique Open Rate: 38%
CTR: 16%
Click to Open Rate: 20%

37. SLIDE 37
RESULTS
219 Responses
86 Meetings
$200K+ in Pipe

38. SLIDE 38
DIRECT MAIL & MICROSITE
1,000 pieces mailed to current accounts

39. DO
§ Segment
§ Take a multi-channel approach
§ Test and Experiment
§ Measure
DON’T
§ Stop inbound efforts
§ Boil the ocean
§ Rush to judgment
§ Forget sales
Do’s and Don'ts of
Campaigns

40. SLIDE 40
MEASUREMENT
.
.
.
.
.
..

41. SLIDE 41

42. SLIDE 42
ABM STAKEHOLDER MEETINGS
Bi-weekly meeting: Sales and Marketing Leaders
Topics Discussed:
• List updates
• Campaigns running
• Advertising results
• Engaged/unengaged accounts
• Next steps

43. SLIDE 43
Brightcove’s Starting List
- Over 500
Accounts
- Blend of New &
Existing Logos
Brightcove Marketing
- Nurture Programs
- Online Advertising
- Direct Mail
- Social
- Email Campaigns
- Content Syndication
- Events
Brightcove Measurement
- Dashboards
- Monthly Stakeholder
Meetings
Brightcove List #5
- 4,000 Accounts
THE ABM FORMULA
Build the
List
Market to
the List
Measure
Performance
Refine /
Expand
the List

44. SLIDE 44
IN ONE YEAR…
FROM TO
100% Inbound Hybrid
One-Size-Fits-All Personalized
Lite Customer Marketing Dedicated Effort
Reactive Pursuit Proactive Pursuit
Fragmented Aligned
0% of Pipeline 30% of Pipeline

45. § Be Persistent and Patient
§ Be Methodical
§ Be Creative
§ Be Opportunistic
§ Use Video J
Final Thoughts…

46. THANK YOU