There are literally thousands of technologies at our disposal as marketers, but most were not built with B2B marketers in mind. By now you know that account-based marketing is key to your future success, but figuring out which martech is best to support your ABM strategy can seem daunting to say the least.

1. GET REAL: EVALUATING YOUR ABM TECH
STACK FOR MAXIMUM ROI
JOHN DERING | SR. DIRECTOR, ABM TECHNOLOGY & STRATEGY
DEMANDBASE

2. AGENDA
§ SURVEYING MARTECH LANDSCAPE FOR ABM
§ ABM TECH CONSIDERATIONS BY ABM TYPE
§ DO’S & DON'TS OF ABM TECH PURCHASES
§ 4 P’S OF ABM TECHNOLOGY ADOPTION
§ ASSESSING & OPTIMIZING THE ABM TECH STACK
§ ABM TECH STACK EVALUATOR

3. © 2019 DEMANDBASE SLIDE 3
CMO REPORTED MARTECH SPEND
11.2% of Rev
Total Annual Revenue Mktg Budget
22% of Mktg Budget
Total Mktg Budget MarTech Budget
Source: Gartner (Oct 2018 CMO Budget Survey; n= 618)

4. © 2019 DEMANDBASE SLIDE 4
MARTECH FUELS FAST GROWING COMPANIES
§ Fast-growing companies
spend 15% of their total
budget on Marketing
Technologies.
§ Technology does not make
a company grow faster.
Source: Edison Partners Growth Index

5. © 2019 DEMANDBASE SLIDE 5
CURRENT STATE OF ABM TECH ADOPTION
Practicing ABM New to ABM
Planning ABM No ABM Plans
82%Adopted or Plan to
Adopt ABM Strategy
More likely to report existing
technology stack “poor’ or
‘very poor’ at supporting
ABM programs4x
3x More likely to report ABM
technology supports marketing
programs ‘well’ or ‘very well’
Cite: The State of The ABM Tech Stack Survey – Demand Metric & Demandbase 2019

6. © 2019 DEMANDBASE SLIDE 6
2011
~150
2012
~350
2014
~1000
2015
~2000
2016
~3500
2017
~5000
2018
~6800
Marketing Technology Landscape Image Credit: Scott Brinker & ChiefMartech.com
MARKETING TECHNOLOGY EXPLOSION
2019
2019
+7000
…Let’s just call it the
“Martech 5000”

7. © 2019 DEMANDBASE SLIDE 7
ABM TECHNOLOGY CONSIDERATIONS BY TIERS OF ABM
It’s a Continuum…
New LOBs
Personalization
Engagement Signals
Data & Insights
Account Prioritization
Bespoke Campaigns
Always On
Thought Leadership
Orchestrated Campaigns
1:1
Strategic ABM
1:Few
Segment ABM
1:Many
ABM @ Scale
InvestmentperAccount
PersonalizationperAccount
• Sales Insights
• Measurement
• Attribution
• Testing /
Optimization
• Agile
• CRM
• MAS
• Social
• Contact
Acquisition
• Collaboration
• Compliance
• Budgeting
• Design /
Creative /
Brand
• Hosting

8. DO’S & DON'TS OF ABM TECH PURCHASES

9. © 2019 DEMANDBASE SLIDE 9
KNOWING A CHALLENGE WHEN YOU SEE IT

10. 4 P’S OF ABM TECHNOLOGY ADOPTION

11. © 2019 DEMANDBASE SLIDE 11
Product
People
Process
Performance
4 P’S OF
ABM TECH
ADOPTION

12. © 2019 DEMANDBASE SLIDE 12
• Value Proposition
• Platform / Point Solutions
• Security / Governance
• Return on Investment
4 P’S OF
ABM TECH
ADOPTION
PRODUCT

13. © 2019 DEMANDBASE SLIDE 13
• Stakeholders / Owners
• End Users
• Day-to-day Management
• On-boarding / Training
• Compliance / Procurement
• Reporting / Performance
4 P’S OF
ABM TECH
ADOPTION
PEOPLE

14. © 2019 DEMANDBASE SLIDE 14
• Governance
• Implementation
• Integration
• Training
• Adoption
• Maintenance
• Growth
4 P’S OF
ABM TECH
ADOPTION
PROCESS

15. © 2019 DEMANDBASE SLIDE 15
• Determining ROI
• Measurement
• Iterating
4 P’S OF
ABM TECH
ADOPTION
PERFORMANCE

16. ASSESSING & OPTIMIZING ABM TECH STACK

17. © 2019 DEMANDBASE SLIDE 17
DEMANDBASE ABM LIFECYCLE TECH STACK
TARGET
ACCOUNTS
ANALYTICS
MARKETINGO
PERATIONS

18. © 2019 DEMANDBASE SLIDE 18
CURRENT STACK ASSESSMENT
Technologies for
managing Customer
Experience
50+
Current investment in
technologies
exclusively for
marketing
$XXK
Technologies owned
exclusively by
marketing
25
Technologies owned
by marketing with
redundant features
5
Categories Include:
• CRM
• MAS
• ABM
• Attribution/BI
• Data
• Agile Comms/Project Mgmnt
• Digital Marketing
• Social Media
• Marketing Ops
• Sales Automation
• Sales Gamification
• Website Experience
• Video
• Analytics/Testing
• eLearning
• Direct Mail
• Events (live & virtual)
• Renewal management
• Integrations

19. © 2019 DEMANDBASE SLIDE 19
• Define Business Challenges
• Build/Support Business
Case
• Evaluation Plan &
Procurement
• Management Plan
ACQUISITION &
RENEWALS

20. © 2019 DEMANDBASE SLIDE 20
• Define Business Pain/Need
• Stakeholders Roles
• Success Measurement Plan
• Spending Guidance
BUSINESS CASE
JUSTIFICATION

21. © 2019 DEMANDBASE SLIDE 21
EVALUATION PLAN: PROCESS GUIDELINES
NET NEW ACQUISTION RENEWAL/UPGRADE/FAST TRACK
Bypass RFP-style
approach and move
to late Ideate or
Prototype Stage
Source: The Real Story Group – How to Buy Technology the Right Way
EMPATHIZE
Narrative scenarios that encompass the entire
experience; not features. Described, not
prescribe.
DEFINE
Shortlist options based on fundamental
strengths that align with user stories, INITIATE
PROCUREMENT - LEVEL 1
IDEATE
Review proposals for art of possible and
reshape user stories as needed. Conduct
realistic demos for how solution meet needs.
PROTOTYPE
• Real Scenarios
• Real Content
• Real People
• Real Environment
TEST
Optional Proof of Concept (POC)
Conduct competitive proof of concepts
BUY
FINALIZE PROCUREMENT – LEVEL 2
IDENTIFY
Pressing Business Challenge for Evaluation

22. © 2019 DEMANDBASE SLIDE 22
EVALUATION PLAN: PROCUREMENT PROCESSES
LEVEL1
Department
identifies
Business Use
Case for Tool /
Solution
Departmental
Approval?
Personal
Data?
IT Required for
security &
Integration?
Identify
Preferred
Vendor
Provide NDA to
disclose
information
about
Demandbase
Request: Soc 2
& PENTEST
Reports
Forward to: EMAIL
SFDC /
MarTech
Integrations?
Send vendor:
• InfoSec Questions
• DPA
• Decide if DPIA
Forward request to: EMAIL
Engage
IT for
Review
Engage
Marketing Tech
& Sales Ops for
review
LEVEL2
Review &
Negotiate
contracts &
final DPA
Import
contract with
DPA to
DocuSign
Send out for
Signatures IMPLEMENT
Personal Data Example List:
• Name (employee or
customer)
• Address
• SSN
• ID Address
• Cookie id / online Identifiers
• Phone Numbers
• Email Addresses
• Gov’t ID number
• Medical / health Info
• Financial Info
Trial / PoC
Successful
Trial? Ready
to Buy?
**** NDA should be secured before any internal data is shared and security, privacy and
contract reviews must be complete before signing any agreement. ****
YES YES
YES
YES YES
YES
NO
NO
NO
NO
NO

23. ABM STACK EVALUATOR

24. © 2019 DEMANDBASE SLIDE 24
ABM TECH STACK EVALUATOR
Your go-to resource for ABM
tech stack info
§ Easy, simple approach to evaluate
your ABM Tech Stack
§ Find technologies to solve your most
pressing ABM challenges
§ Get a customized report you can use
to plan your next ABM technology move.
§ Available at Demandbase.com/abm-tech-
stack-evaluator/

25. © 2019 DEMANDBASE SLIDE 25
ABM TECH STACK EVALUATOR
Answer 7 Quick Questions on:
§ Target Account Identification
§ Creating Awareness at Target Accounts
§ Identifying and Reaching the Buying Team
§ Account Engagement
§ Content Marketing In ABM
§ Orchestrating and Launching ABM
Campaigns
§ ABM Analytics & Measurement

26. © 2019 DEMANDBASE SLIDE 26
ABM TECH STACK EVALUATOR
You’ll get a customized
report for:
§ Identifying the best solution
approach for your specific ABM
challenge
§ Understanding the nuances of
technologies which you should
consider
§ Benchmarks on how many other
marketers have the same challenges
§ Additional resources to turn this
report into action.

27. © 2019 DEMANDBASE SLIDE 27
• Choosing The Right ABM Tech Makes
a Difference
• Choose ABM Technologies Based
Upon Business Needs
• Successful ABM is More Than Just
Your Technology Investment
• ABM Stack Evaluator Makes Finding
the Right ABM Technology Easy
KEY TAKE AWAYS

28. THANK YOU