ABM Master Class: Market Segmentation for B2B Success

© 2020 Demandbase |
Bonnie Thomas
ABM Master Class:
Market Segmentation for B2B Success
Sr. ABM Strategist | Demandbase

Agenda
ü Why segmentation matters
ü Developing your segmentation strategy
ü Behavioral segmentation
ü Segmented content strategies
ü Building segmented target account lists
ü Launching and monitoring targeted campaigns
ü Segmentation best practices
2

© 2020 Demandbase |© 2020 Demandbase | 3
Market segmentation is the art and science of
dividing accounts into groups for customized Sales
and Marketing experiences.

Traditional demand gen is fishing
with a net
You put your campaigns out there and start
catching fish. You don’t care which specific fish
you catch, as long as you pull in enough of them
every month. You then nurture
and score them until opportunities come out
the other end.
Segmentation enables targeted marketing
4
Targeted marketing is fishing with a
spear
You don’t wait for a target account buyer to
wander into your net. You reach out to target
accounts directly — going after the big fish with
highly relevant, personalized outreach. You don’t
get wasteful ‘by-catch’; instead, you focus all
your efforts on the prospects you need to reach.
Spear fishing raises the bar on the quality of your
data and the relevance of your marketing. ABM is
laser-focused.

© 2020 Demandbase |© 2020 Demandbase |
“Would you read unsolicited
marketing materials that
contain ideas that might be
relevant to your business such
as success stories, research
reports and webinar
invitations?”
Source: ITSMA
Relevance
resonates
5
75%
25%
Yes No

Market Segmentation Begets Personalization
6
10-30% 52% 5-15%
More contextual, immersive, and relevant
experiences can increase Marketing spend
efficiency by 10 to 30 percent.
- McKinsey & Co
52% of marketers say they customize
experiences based on the challenges
and needs of the account.
- Demand Gen Reports, 2019 ABM
Benchmark Survey
Marketers who lean in on
personalization see revenue
increases of up to 15 percent.
- McKinsey & Co
Source: ITSMA

Personalized experiences make good business sense
7
50% 5-15% 10-30%
Reduction in acquisition
costs
Lift in revenue Increase in the efficiency of
marketing spend
Source: McKinsey & Company

Developing your segmentation strategy

Who’s worth pursuing?
• Does the account fit my ICP?
• What do predictive analytics say?
• Which accounts are already
engaged?
Focus on your best opportunities
Identify Your Target Account List
9

• Industry
• Company size
• Product usage
• Customer/Prospect/Partner
• 1:1, 1:Few, 1:Many
• Intent
• Journey stage
Choose the approach that’s right for your business
Segmentation Decisions
10
1. Where is the low hanging fruit?
2. Which are mostly likely to buy more?
3. Which might buy faster?
4. For which do I already have a messaging
framework and relevant content?
5. Which have I had better success engaging
with in the past?
6. Which are likely to become great
customers?
Firmographics
1st Party
Data
Behavior-based

Simple, multi-attribute and advanced segmentation models
Segmentation Types
11
Segment Attribute
Industry
• Software and tech
• Healthcare
• Financial Services
Segment Attribute
Industry
• Software and tech
• Healthcare
Web Traffic
• High
• Medium
Geography
• North America
• EMEA
Simple Multi-attribute
Basic Criteria Basic Criteria + Fit
Basic Criteria + Fit +
Timely Event
• Revenue
• Headcount
• Region
• Industry
• Demonstrated
need
• Showing interest
• Researching
relevant topics
• Engaging with
site content
• Presence of a
buying
committee
Advanced

Behavioral Segmentation

Behavioral Segmentation on the Rise
14
48% 35%
are expected to organize their
strategies around the customer
journey in 2020, up from 18% in
2019.
–Demand Gen Report’s 2019 ABM
Benchmark Survey
are expected to make use of
intent data in 2020, up from 25%
in 2019.
-Target Marketing Magazine
Marketers leaning in on intent and journey stage approaches

Purchase Intent
Account is consuming
content online, but not on
your site, that is relevant to
your business, products or
solutions.
Intent and engagement data
Types of Behavioral Data
15
Keyword Intent
Account is showing intent for
specific keywords.
Engagement Data
How much and by what
content an account is
engaged.

Purchase Intent
Get in early and influence the
buying vision.
How to leverage intent and engagement data
Use Cases for Behavioral Data
16
Keyword Intent
Deliver messages and
content relevant to interests
and needs.
Engagement Data
Deliver messages and
content relevant to where the
account is in the buying
journey.

A Full Journey Approach
17
ABM builds relationships over time
B2B purchase cycles are getting longer and involve
larger buying committees. Relationships with top
accounts must be forged, grown and maintained
over time.
A full journey approach allows marketers and sales
folks to send the right message/content/offer based
on what type of relationship you have with the
account at any moment in time.

Has an account recently
become aware of your brand?
Nurture your budding
relationship. You’ll want to
deliver messages that
reinforce your brand value.
Identifying next best actions
Moving Accounts through the Buyer’s Journey
18
Has an account already
visited your high-level
product and solution pages?
Now’s the time to deepen
your relationship by offering
how-to or best practice
content.
Has an account downloaded
an eBook or whitepaper?
Excellent! You’re ready to
differentiate your brand by
offering third-party
validation, like analyst
reports touting your position
in the marketplace.

Our ICP + the power of technology
The Demandbase Customer Journey
19
No Engagement
Engaged
SQL
Aware
MQA
Pipeline
Opportunity
Customer
Engaged
Customer
Expansion
Won
Recycle
Disqualified

Segmented Content Strategy

Serve the right content and offers at the right time
Content throughout the funnel
21

Content gating recommendations
Content throughout the funnel
22
Ungated
Ungated
Gated
Ungated

Serve the right content and offers at the right time
Messages throughout the funnel
23
Brand promise,
brand vision
“We feel your
pain, here’s
some advice”
Product and
solution details
What being a
customer looks
like

Offer-based
Content Plan Example
24
1. Brand Video
2. Webinar 1 invitation
3. Thought leadership paper
AWARENESS
1. Product, Solution content
2. ROI Calculator
3. Demo requests
CONVERSION
1. Onboarding videos
2. User conferences
3. Executive briefings
PIPELINE
1. How to, tips and tricks
2. Webinar 2
3. Success Stories
YES
YES
YES
NO
NO
NURTURE
YES
YES
YES
NO
NO
NURTURE
NO
NO
NURTURE
YES
YES
YES
NO
NO
NURTURE
ENAGEMENT

Building a Segmented Target Account List

Top of Funnel
29
“I want to minimize lost opportunities to competitors.”
Segmenting Down: If too many accounts qualify,
use a combination of: Predictive Scores,
Engagement Minutes, etc. to narrow down further
Creative: Competitive related (i.e. “Demandbase
is rated #1 in Account Based Marketing)
Landing Page: Gated to receive the content or
un-gated to promote more engagement
throughout the website

Top of Funnel
30
“I want to target my top 100 target accounts.”
Use for: Short-Term Wins Use for: Brand Awareness Use for: Unity with Journey Stage

Mid of Funnel
31
“I want to accelerate accounts through the pipeline.”

Bottom of Funnel
32
“I want to accelerate my target account pipeline to close.”

Growth Opportunities
33
“I want to increase growth pipeline for up-sell or cross-sell.”

Churn Mitigation
34
“I want to support the Customer Success Team by mitigating churn.”

Launching and Monitoring Targeted Campaigns

Segmentation Best Practices

1. Practice total TAL management.
2. Be smart about segmentation.
3. Lean on intent.
4. Deliver timely, relevant experiences .
5. Deliver insights to Sales in real time.
6. View your strategy from a journey-based lens.
Review
6 Segmentation Best Practices
46

Q&A
47

Thank You
You’re the best!
48

ABM Master Class: Market Segmentation for B2B Success

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