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.

1. GET OUT OF THE TACTICAL REPORTING TRENCHES
& INTO ABM ANALYTICS BLISS
NANI SHAFFER | SR. DIRECTOR, DEMAND GENERATION & OPERATIONS
TENESSA LOCHNER | SR. MANAGER, ABM EDUCATION & CONTENT

2. © 2019 DEMANDBASE｜SLIDE 2
TODAY’S SPEAKERS
Tenessa Lochner
Senior Manager, ABM
Education & Content
Nani Shaffer
Senior Director, Demand Gen
& Marketing Operations

3. AGENDA
§ MEASUREMENT & ATTRIBUTION GOALS
§ STRUCTURE OF ATTRIBUTION
§ CHALLENGES
§ TELLING A STORY OF MARKETING PERFORMANCE

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• Understand which channels and
sources are contributing to
revenue
• Forecast pipeline based on
current volume of accounts
engaging with particular
channels and sources
• Figure out how to optimize
spend
MEASUREMENT &
ATTRIBUTION
GOALS

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CONTENT
Whatofferconverted
theprospect?
SOURCECHANNEL
Howdidtheprospect
receivetheoffer?
Offsite
Email
Advertising Paid Social
Paid SearchOrganic Search Direct
Social Web Referral
ConversionNothing
Event
Content Syndication Demo Request
Field MarketingWebinar Direct Mail
Content Download Chat
Opportunity
OpportunityNothing
X
X

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Event
Offsite
Email
Advertising Paid Social
Paid SearchOrganic Search Direct
Social Web Referral
Opportunities

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Advertising
Event
Content Syndication Demo Request
Field MarketingWebinar Direct Mail
Content Download Chat
Opportunities OpportunitiesOpportunities Opportunities
Opportunities

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MARKETING
SKEPTICISM
SALES
SKEPTICISM
CHANNEL
RIVALRIES
ABM
CONFLICTS
Model decisions
impact channel
performance metrics
Finite number of
dollars to share leads
to data manipulation
Contentious conclusion
that marketing source
matters
Temptation to game the
model by blanketing all
accounts

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SO NOW WHAT?

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Surface insights to help practitioners and decision-
makers support their strategies.
Understand current
performance
Compare to control or
another audience
Examine trends and
velocity
Take actions based
on recommendations

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• Combine data from the entire
sales and marketing funnel.
• Compare any audience to an
automatically-generated
lookalike audience, or create a
control list of your own.
• Generate new actionable
audiences to optimize
performance.
A COMPLETE
PICTURE OF
MARKETING
PERFORMANCE.
Win
Opportunity
Converted on Website
Engaged On Website
Visited Website
All Accounts

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INTEGRATED CAMPAIGN EXAMPLE: AE TOP 30

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ACCOUNT-BASED ADVERTISING
FUNNEL FEELING A
LITTLE EMPTY?
READY TO
BOOST REVENUE?
WE’LL HELP YOU IDENTIFY,
TARGET,
ENGAGE,
AND SELL.
DEMAND MORE
WITH ACCOUNT-BASED
MARKETING.
REQUEST DEMO

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EMAIL & WEBSITE PERSONALIZATION

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RESULTS
07/01/2018 12/31/2018
Account Stages (Jul 2018 – Dec 2018)

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Understand the impact of Account-
Based Marketing - Monitor the health of
your ABM strategy by examining the progress
of your most valued accounts through the
buying cycle.
Compare audiences - Create a side-by-
side comparison of audiences with different
revenue ranges, employee sizes or verticals to
understand how your segments perform at any
stage of the funnel.
Compare vendors - Test the effectiveness
of your marketing spend by exposing different
audiences to different vendors’ solutions, and
see which of them drive better progression
through the funnel.
USE CASES
Understand the incremental impact of
ABM programs - Compare audiences that
have been exposed to your ABM activities to
those that haven’t.
Take action - Diagnose problems and
opportunities in your customer journey. Create
new audiences from the accounts that are not
progressing, and activate them to drive
awareness, engagement or conversion.
Build credibility - Share intuitive and
transparent reports showing progress
through the buying cycle and impact on
revenue.

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QUESTIONS?

18. THANK YOU