The document discusses how the economic climate in 2009 will favor performance marketing initiatives that demonstrate accountability and ROI. It outlines 8 steps companies can take to prepare for and optimize performance marketing efforts, such as determining customer lifetime value, capturing prospect information, and building marketing assets. Performance marketing focuses on cost-per-acquisition and risk-sharing media buys that directly generate revenue.
Account Based Marketing (ABM) is when you implement highly customized marketing campaigns where each account is considered to be a market of one. ABM uses the latest technology to help you send the right messages to influencers who are actively researching products like yours.
https://runfrictionless.com/b2b-white-paper-service/
ITSMA Online Survey: Account Based Marketing and ROI: Building the Case for ...ITSMA
ABM is a structured approach to developing and implementing highly customized marketing campaign to markets of one. Investment in ABM in 2013 was at an all-time high and predicted to grow even more in 2014.
Nearly all B2B solution providers that measure Account Based Marketing (ABM) ROI find that ABM delivers higher ROI than other marketing initiatives. So why then is the number one ABM challenge getting adequate budget to support ABM programs and resources? Why isn’t investing in ABM an easy decision? Even more importantly, what can you do to ensure that your ABM program builds momentum and continues to deliver outstanding results?
This survey report provides detailed data on the most current status of:
ABM adoption stages
Primary ABM objectives and achievements
Key benefits of ABM for sales and customers
Size and growth of the ABM budget
Measuring ABM results
ABM best practices
In addition, you will get ITSMA’s recommendations on how to document and communicate positive ABM outcomes that will help sustain an ABM program and build momentum.
Methodology
Web-Based Survey
Survey invitations were emailed during October 2013 to ITSMA member and select non-member companies
88 primarily marketers at B2B technology and business services companies completed the survey
ITSMA Analyzed the Data Three Ways
Stage of ABM Adoption
Standardizing & Scaling ABM
Planning, Piloting, & Building ABM
Size of Company (annual revenue)
Less than $500M
$500M–$9.9B
$10B or More
Company Type
Sells products & services
Primarily services
ITSMA and ABM Leadership Alliance Leadership Survey: Driving Growth with Thre...ITSMA
The recent rise of Account-Based Marketing (ABM) is nothing short of remarkable. From a special initiative that a handful of B2B pioneers developed to drive growth with top accounts in the early 2000s, ABM is now a mainstream strategy that companies are implementing with hundreds or even thousands of accounts with a wide range of programs and objectives.
The 2017 ABM Benchmark Study conducted by ITSMA and the ABM Leadership Alliance highlights the main reason for such dramatic growth: ABM works! In fact, as this research report shows, a full 87% of marketers implementing ABM say that it provides higher ROI than any other type of marketing. Similarly, strong majorities say that ABM drives improvement in the “Three R’s” of strategic marketing: Reputation, Relationships, and Revenue.
This report provides an essential review of the current state of play with ABM in 2017, with data and insight on such issues as budgets and staffing, account selection, collaboration with sales, tools and technology, campaign tactics, programmatic challenges, and business benefits.
In particular, the report explores the three distinct types of ABM that have emerged in recent years: One-to-One, One-to-Few, and One-to-Many. Most companies are currently engaged in just one of these types, but a growing number are experimenting with two of them, and many more plan to move to a blended strategy over the next few years. The research underscores the key challenges marketers are facing and the specific ways they are addressing each type of ABM.
About the Research
159 marketers and related titles from 134 B2B technology and business services companies completed an online survey during June 2017
Company size:
Less than $500 million annual revenue: 52%
$500 million-$4.9 billion: 20%
$5 billion or more: 28%
Job title or level:
VP and above: 22%
Director: 39%
Manager: 29%
Individual contributor: 10%
Location:
North America: 66%
Europe: 21%
Asia/Pacific: 10%
Latin America: 3%
Middle East: 1%
The study also included qualitative interviews with ABM program leaders from 12 companies:
Betterworks
Deluxe
Fujitsu*
HCL
Juniper Networks, Inc.*
KPMG LLP*
Localytics
NTT DATA Services*
O2
Oracle
SAP*
Global B2B Information Services Company
* Denotes member of the ITSMA Account-Based Marketing Council
Additional Data for ITSMA Member Participants
An extended report with additional data from the study, including detailed data and cross-tabs for the three types of ABM, is available to survey participants from ITSMA member companies. Contact Lisa Hafer at lhafer@itsma.com if you are interested in the extended report or a private online briefing.
How can you get your ABM strategy off the ground?This workbook will help you kick-start your ABM journey and guarantee success! Complete with planners, flowcharts, checklists and templates, this workbook is a must-use for any B2B marketer getting started with ABM.
Enough Hype - Your Roadmap to Operationalize ABM in 2018G3 Communications
View this #sps17 Webcast on-demand here: http://dg-r.co/2fXxihY
Account-Based Marketing: You know you need it because you keep seeing statistics such as 97% of marketers report higher ROI with ABM than any other tactic, and 300% higher close rates are linked to ABM. But how can you operationalize an ABM program that is “right” for your company?
In this webinar, join The Mx Group’s Tim Cook as he provides an overview on how to crawl, walk and then run in the seven key activities needed to develop and implement ABM initiatives. You’ll get the insights you need, along with a seven-page workbook to create a real roadmap that outlines every element necessary to operationalize ABM for your organization now, in 2018 and beyond.
Account Based Marketing (ABM) is when you implement highly customized marketing campaigns where each account is considered to be a market of one. ABM uses the latest technology to help you send the right messages to influencers who are actively researching products like yours.
https://runfrictionless.com/b2b-white-paper-service/
ITSMA Online Survey: Account Based Marketing and ROI: Building the Case for ...ITSMA
ABM is a structured approach to developing and implementing highly customized marketing campaign to markets of one. Investment in ABM in 2013 was at an all-time high and predicted to grow even more in 2014.
Nearly all B2B solution providers that measure Account Based Marketing (ABM) ROI find that ABM delivers higher ROI than other marketing initiatives. So why then is the number one ABM challenge getting adequate budget to support ABM programs and resources? Why isn’t investing in ABM an easy decision? Even more importantly, what can you do to ensure that your ABM program builds momentum and continues to deliver outstanding results?
This survey report provides detailed data on the most current status of:
ABM adoption stages
Primary ABM objectives and achievements
Key benefits of ABM for sales and customers
Size and growth of the ABM budget
Measuring ABM results
ABM best practices
In addition, you will get ITSMA’s recommendations on how to document and communicate positive ABM outcomes that will help sustain an ABM program and build momentum.
Methodology
Web-Based Survey
Survey invitations were emailed during October 2013 to ITSMA member and select non-member companies
88 primarily marketers at B2B technology and business services companies completed the survey
ITSMA Analyzed the Data Three Ways
Stage of ABM Adoption
Standardizing & Scaling ABM
Planning, Piloting, & Building ABM
Size of Company (annual revenue)
Less than $500M
$500M–$9.9B
$10B or More
Company Type
Sells products & services
Primarily services
ITSMA and ABM Leadership Alliance Leadership Survey: Driving Growth with Thre...ITSMA
The recent rise of Account-Based Marketing (ABM) is nothing short of remarkable. From a special initiative that a handful of B2B pioneers developed to drive growth with top accounts in the early 2000s, ABM is now a mainstream strategy that companies are implementing with hundreds or even thousands of accounts with a wide range of programs and objectives.
The 2017 ABM Benchmark Study conducted by ITSMA and the ABM Leadership Alliance highlights the main reason for such dramatic growth: ABM works! In fact, as this research report shows, a full 87% of marketers implementing ABM say that it provides higher ROI than any other type of marketing. Similarly, strong majorities say that ABM drives improvement in the “Three R’s” of strategic marketing: Reputation, Relationships, and Revenue.
This report provides an essential review of the current state of play with ABM in 2017, with data and insight on such issues as budgets and staffing, account selection, collaboration with sales, tools and technology, campaign tactics, programmatic challenges, and business benefits.
In particular, the report explores the three distinct types of ABM that have emerged in recent years: One-to-One, One-to-Few, and One-to-Many. Most companies are currently engaged in just one of these types, but a growing number are experimenting with two of them, and many more plan to move to a blended strategy over the next few years. The research underscores the key challenges marketers are facing and the specific ways they are addressing each type of ABM.
About the Research
159 marketers and related titles from 134 B2B technology and business services companies completed an online survey during June 2017
Company size:
Less than $500 million annual revenue: 52%
$500 million-$4.9 billion: 20%
$5 billion or more: 28%
Job title or level:
VP and above: 22%
Director: 39%
Manager: 29%
Individual contributor: 10%
Location:
North America: 66%
Europe: 21%
Asia/Pacific: 10%
Latin America: 3%
Middle East: 1%
The study also included qualitative interviews with ABM program leaders from 12 companies:
Betterworks
Deluxe
Fujitsu*
HCL
Juniper Networks, Inc.*
KPMG LLP*
Localytics
NTT DATA Services*
O2
Oracle
SAP*
Global B2B Information Services Company
* Denotes member of the ITSMA Account-Based Marketing Council
Additional Data for ITSMA Member Participants
An extended report with additional data from the study, including detailed data and cross-tabs for the three types of ABM, is available to survey participants from ITSMA member companies. Contact Lisa Hafer at lhafer@itsma.com if you are interested in the extended report or a private online briefing.
How can you get your ABM strategy off the ground?This workbook will help you kick-start your ABM journey and guarantee success! Complete with planners, flowcharts, checklists and templates, this workbook is a must-use for any B2B marketer getting started with ABM.
Enough Hype - Your Roadmap to Operationalize ABM in 2018G3 Communications
View this #sps17 Webcast on-demand here: http://dg-r.co/2fXxihY
Account-Based Marketing: You know you need it because you keep seeing statistics such as 97% of marketers report higher ROI with ABM than any other tactic, and 300% higher close rates are linked to ABM. But how can you operationalize an ABM program that is “right” for your company?
In this webinar, join The Mx Group’s Tim Cook as he provides an overview on how to crawl, walk and then run in the seven key activities needed to develop and implement ABM initiatives. You’ll get the insights you need, along with a seven-page workbook to create a real roadmap that outlines every element necessary to operationalize ABM for your organization now, in 2018 and beyond.
Account based heralds the dawn of new breed marketers who take their marketing strategy very seriously.In lakeb2b we practice account based marketing for fruitful results.
website:https://www.lakeb2b.com/
contact us:https://www.lakeb2b.com/contact-us
email us:info@lakeb2b.com
call us:(800) 710-5516
Account-Based Marketing has become an important part of the marketing efforts of many Fortune 500 companies as well as mid-size to small firms. This ABM slideshow takes you through what ABM is, why it is important, as well as how to do it effectively. It also provides some examples of successful ABM projects that any company in the B2B space could leverage in their business. For further information or to get consulting in this area, please contact me. See my contact information on the last slide.
To watch video presentation of this slide show go to https://youtu.be/19JKRU9fAsw
Account-based marketing is a hot topic for B2B marketers. But to succeed, ABM campaigns need to align sales, marketing, lead generation and sales development. This framework by Craig Rosenberg of TOPO will help you get started.
This was a presentation I gave at Siebel Customer World.
Presentation was given before most marketing operations companies existed. It had two goals:
1) To explain what Siebel does to improve marketing ROI, effectiveness, and efficiency.
2) Cover detail on how we manage the people, process, and technology responsible for the marketing department's goals, budgets, target audiences, segments, campaigns, leads, and overall performance.
As organizations strive to sell more solutions, their reps will increasingly face off against a variety of senior- level buying roles. To improve these interactions, sales leaders should adopt a systematic process to help reps. This brief introduces and examines the components of ONE process for selling to senior executives, and explores the options of segmenting the sales force and/or leveraging subject matter experts (SMEs) when looking to reach these buyers.
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.
Account-Based Marketing: Lessons In Scalability & Impact from 2 Client JourneysDemandbase
How do you scale account-based marketing (ABM)? That’s a critical question for many companies right now. Two SiriusDecisions clients, Medidata and Demandbase, are really getting it right with their efforts and we invite you to learn from them and see how to enhance your company’s ABM deployment. For Medidata, ABM in its first year delivered a 714% improvement in senior executive engagement and 159% improvement in marketing sourced pipeline in target accounts. For Demandbase, this meant close rates were doubled, and Annual Contract Values increased by more than 30%.
http://go.siriusdecisions.com/LessonsinScalabilityWebcast
CRM software helps your business to manage contact information in an organized way, making it easy to follow up on your interactions and activities with customers.
https://runfrictionless.com/b2b-white-paper-service/
www.fiind.com/featured-solutions/account-based-marketing - Fiind Account-Based Marketing Software powered by AI enables sales and marketing professionals to focus on best-fit accounts based on buying signals.
Rebranding: A 4 Step Plan for B2B MarketersTodd Ebert
Your brand has huge strategic importance for improving your competitive position, engaging more prospects and ultimately winning more customers. So that’s why I wrote this ebook, “Rebranding: A 4-Step Plan for B2B Marketers”. In the book, I lay out detailed how-to’s for pulling off every part of a rebranding from aligning your leadership around the brand to launching it internally and externally. You’ll discover examples of what my team and I did to make MultiView’s rebranding successful at every stage. I’ve also included a scorecard for selecting your digital agency and a checklist for making sure you have all your bases covered. I hope you find the content helpful and if you have any questions, please DM me on Twitter @ToddEbert. I’d be happy to share my experience having done this several times.
In this exclusive webinar, you’ll hear B2B expert Howard J. Sewell detail a pragmatic approach to ABM planning, execution, and orchestration. Step by step, Howard will show how to leverage the Opportunity-Based Marketing (OBM) Framework, a stage-based B2B demand marketing model, in determining the best tactics for your ABM initiative and how to measure ROI.
ABM: How to Reach & Engage Hard-to-Reach, Global Buyers (presented on BrightT...Kwanzoo Inc
See Kwanzoo VP of Marketing Kelly J Waffle present on ABM Goals and Strategies, Identifying Target Accounts, Personalization and Effective Messaging, and more.
Beyond the Basics of ABM: Using Account-Based Strategies to Unite Sales & Mar...InsideView
Account-Based Marketing is a red-hot topic. There’s a seemingly endless amount of information about why ABM is important, what tools you should be utilizing, and measures of success. But we’ve been so focused on the high-level components that we’ve overlooked the operational elements of ABM that will make or break our success.
It’s time to get beyond the basics. Learn from the sales and marketing teams at InsideView about how they aligned their teams to orchestrate a successful ABM Program.
During this session we’ll discuss actionable and specific ways to create a successful ABM program, how to align sales and marketing teams to drive toward the same success metrics, and tested and successful program tactics.
Attendees will go back to the office equipped to:
- Identify the right targets for your program
- Use insights to scale personalized ABM “plays”
- Orchestrate motions between demand gen and sales development
- Avoid common obstacles to operationalizing ABM
B2B Account Based Marketing (ABM) Strategy OverviewFour Quadrant LLC
B2B ABM Strategy Overview
Download the ABM Planning Template www.fourquadrant.com/go-to-market-planning-templates/account-based-marketing-template/
Key Planning Assumptions Based on Research
- How Account Based Marketing (ABM) Translates to Revenue
- ROI for Account Based Marketing (ABM)
- Account Based Marketing (ABM) as a Percentage of the Overall Marketing Budget
- Account Based Marketing (ABM) Adoption
- How Account Based Marketing (ABM) Challenges
- Is Tech a Barrier for Account Based Marketing (ABM)
- Is Account Based Marketing (ABM) an Effective Use of Marketing Tech
For additional go to market resources visit www.fourquadrant.com
Free Downloads @ fourquadrant.com/free-marketing-templates/
For key market research & Stats from Gartner, IDC, Forrester and more visit www.fourquadrant.com/go-to-market-charts-marketing/
Leverage pragmatic insights on go to market processes and market tactics @ www.fourquadrant.com/marketing-resource-blog/
Go-To-Market Strategy Planning Templates @
www.fourquadrant.com/go-to-market-planning-templates/go-to-market-strategy-planning-template/
Utilizing Intent Data to Get Everyone a Seat at the Planning TableAggregage
Social distancing is a byword now often heard in B2B companies, but what about the departmental distance between your own organization's sales and marketing teams? This detachment can lead businesses to use the wrong account-based marketing programs (ABMs) as an instant fix, but it isn’t a magic tool that will make all your problems disappear. Join James Gilbert, CMO at CRMNEXT, for his in-depth & exclusive session about properly using intent data during your ABM campaign.
The Next Generation of B2B Advertising: A Conversation with SiriusDecisionsDemandbase
Today’s B2B advertisers are increasingly adopting an Account-Based Marketing (ABM) approach for their media spend. The “why” is clear — focusing on a prioritized list of companies, better aligning with sales, and measurement that reflects real business outcomes.
But ABM also introduces new challenges. How should advertisers define their buying committee? How can they actually reach them? And what does it mean to treat digital ads as a full-funnel channel rather than an awareness play?
Join SiriusDecisions and Demandbase for this webinar, featuring insights on all of the above, as well as a preview of Demandbase’s next-generation Targeting Solution.
Tips and Tricks: 5 Ways to Maximize Your Marketing AutomationMarketo
Marketers are consistently tasked to perform the seemingly impossible—do more, with less. So how can you scale your efforts, optimize your marketing programs and prove your impact?
Hayley Ferrante, senior marketing specialist on the commercial demand generation team at Marketo, an Adobe Company will present the marketing automation tactics that Adobe’s own demand generation team uses to maximize campaigns and deliver results.
You'll learn:
-How to develop nurture streams and implement traffic control
-What building blocks are necessary for webinars and event programs
-Key optimization and testing tactics for landing pages and emails
Account based heralds the dawn of new breed marketers who take their marketing strategy very seriously.In lakeb2b we practice account based marketing for fruitful results.
website:https://www.lakeb2b.com/
contact us:https://www.lakeb2b.com/contact-us
email us:info@lakeb2b.com
call us:(800) 710-5516
Account-Based Marketing has become an important part of the marketing efforts of many Fortune 500 companies as well as mid-size to small firms. This ABM slideshow takes you through what ABM is, why it is important, as well as how to do it effectively. It also provides some examples of successful ABM projects that any company in the B2B space could leverage in their business. For further information or to get consulting in this area, please contact me. See my contact information on the last slide.
To watch video presentation of this slide show go to https://youtu.be/19JKRU9fAsw
Account-based marketing is a hot topic for B2B marketers. But to succeed, ABM campaigns need to align sales, marketing, lead generation and sales development. This framework by Craig Rosenberg of TOPO will help you get started.
This was a presentation I gave at Siebel Customer World.
Presentation was given before most marketing operations companies existed. It had two goals:
1) To explain what Siebel does to improve marketing ROI, effectiveness, and efficiency.
2) Cover detail on how we manage the people, process, and technology responsible for the marketing department's goals, budgets, target audiences, segments, campaigns, leads, and overall performance.
As organizations strive to sell more solutions, their reps will increasingly face off against a variety of senior- level buying roles. To improve these interactions, sales leaders should adopt a systematic process to help reps. This brief introduces and examines the components of ONE process for selling to senior executives, and explores the options of segmenting the sales force and/or leveraging subject matter experts (SMEs) when looking to reach these buyers.
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.
Account-Based Marketing: Lessons In Scalability & Impact from 2 Client JourneysDemandbase
How do you scale account-based marketing (ABM)? That’s a critical question for many companies right now. Two SiriusDecisions clients, Medidata and Demandbase, are really getting it right with their efforts and we invite you to learn from them and see how to enhance your company’s ABM deployment. For Medidata, ABM in its first year delivered a 714% improvement in senior executive engagement and 159% improvement in marketing sourced pipeline in target accounts. For Demandbase, this meant close rates were doubled, and Annual Contract Values increased by more than 30%.
http://go.siriusdecisions.com/LessonsinScalabilityWebcast
CRM software helps your business to manage contact information in an organized way, making it easy to follow up on your interactions and activities with customers.
https://runfrictionless.com/b2b-white-paper-service/
www.fiind.com/featured-solutions/account-based-marketing - Fiind Account-Based Marketing Software powered by AI enables sales and marketing professionals to focus on best-fit accounts based on buying signals.
Rebranding: A 4 Step Plan for B2B MarketersTodd Ebert
Your brand has huge strategic importance for improving your competitive position, engaging more prospects and ultimately winning more customers. So that’s why I wrote this ebook, “Rebranding: A 4-Step Plan for B2B Marketers”. In the book, I lay out detailed how-to’s for pulling off every part of a rebranding from aligning your leadership around the brand to launching it internally and externally. You’ll discover examples of what my team and I did to make MultiView’s rebranding successful at every stage. I’ve also included a scorecard for selecting your digital agency and a checklist for making sure you have all your bases covered. I hope you find the content helpful and if you have any questions, please DM me on Twitter @ToddEbert. I’d be happy to share my experience having done this several times.
In this exclusive webinar, you’ll hear B2B expert Howard J. Sewell detail a pragmatic approach to ABM planning, execution, and orchestration. Step by step, Howard will show how to leverage the Opportunity-Based Marketing (OBM) Framework, a stage-based B2B demand marketing model, in determining the best tactics for your ABM initiative and how to measure ROI.
ABM: How to Reach & Engage Hard-to-Reach, Global Buyers (presented on BrightT...Kwanzoo Inc
See Kwanzoo VP of Marketing Kelly J Waffle present on ABM Goals and Strategies, Identifying Target Accounts, Personalization and Effective Messaging, and more.
Beyond the Basics of ABM: Using Account-Based Strategies to Unite Sales & Mar...InsideView
Account-Based Marketing is a red-hot topic. There’s a seemingly endless amount of information about why ABM is important, what tools you should be utilizing, and measures of success. But we’ve been so focused on the high-level components that we’ve overlooked the operational elements of ABM that will make or break our success.
It’s time to get beyond the basics. Learn from the sales and marketing teams at InsideView about how they aligned their teams to orchestrate a successful ABM Program.
During this session we’ll discuss actionable and specific ways to create a successful ABM program, how to align sales and marketing teams to drive toward the same success metrics, and tested and successful program tactics.
Attendees will go back to the office equipped to:
- Identify the right targets for your program
- Use insights to scale personalized ABM “plays”
- Orchestrate motions between demand gen and sales development
- Avoid common obstacles to operationalizing ABM
B2B Account Based Marketing (ABM) Strategy OverviewFour Quadrant LLC
B2B ABM Strategy Overview
Download the ABM Planning Template www.fourquadrant.com/go-to-market-planning-templates/account-based-marketing-template/
Key Planning Assumptions Based on Research
- How Account Based Marketing (ABM) Translates to Revenue
- ROI for Account Based Marketing (ABM)
- Account Based Marketing (ABM) as a Percentage of the Overall Marketing Budget
- Account Based Marketing (ABM) Adoption
- How Account Based Marketing (ABM) Challenges
- Is Tech a Barrier for Account Based Marketing (ABM)
- Is Account Based Marketing (ABM) an Effective Use of Marketing Tech
For additional go to market resources visit www.fourquadrant.com
Free Downloads @ fourquadrant.com/free-marketing-templates/
For key market research & Stats from Gartner, IDC, Forrester and more visit www.fourquadrant.com/go-to-market-charts-marketing/
Leverage pragmatic insights on go to market processes and market tactics @ www.fourquadrant.com/marketing-resource-blog/
Go-To-Market Strategy Planning Templates @
www.fourquadrant.com/go-to-market-planning-templates/go-to-market-strategy-planning-template/
Utilizing Intent Data to Get Everyone a Seat at the Planning TableAggregage
Social distancing is a byword now often heard in B2B companies, but what about the departmental distance between your own organization's sales and marketing teams? This detachment can lead businesses to use the wrong account-based marketing programs (ABMs) as an instant fix, but it isn’t a magic tool that will make all your problems disappear. Join James Gilbert, CMO at CRMNEXT, for his in-depth & exclusive session about properly using intent data during your ABM campaign.
The Next Generation of B2B Advertising: A Conversation with SiriusDecisionsDemandbase
Today’s B2B advertisers are increasingly adopting an Account-Based Marketing (ABM) approach for their media spend. The “why” is clear — focusing on a prioritized list of companies, better aligning with sales, and measurement that reflects real business outcomes.
But ABM also introduces new challenges. How should advertisers define their buying committee? How can they actually reach them? And what does it mean to treat digital ads as a full-funnel channel rather than an awareness play?
Join SiriusDecisions and Demandbase for this webinar, featuring insights on all of the above, as well as a preview of Demandbase’s next-generation Targeting Solution.
Tips and Tricks: 5 Ways to Maximize Your Marketing AutomationMarketo
Marketers are consistently tasked to perform the seemingly impossible—do more, with less. So how can you scale your efforts, optimize your marketing programs and prove your impact?
Hayley Ferrante, senior marketing specialist on the commercial demand generation team at Marketo, an Adobe Company will present the marketing automation tactics that Adobe’s own demand generation team uses to maximize campaigns and deliver results.
You'll learn:
-How to develop nurture streams and implement traffic control
-What building blocks are necessary for webinars and event programs
-Key optimization and testing tactics for landing pages and emails
8 Top Digital Marketing Metrics To TrackBMN Infotech
n the digital age, marketing is defined differently than it was in the past. It is no longer limited to light branding and nebulous awareness campaigns.
ReTargeting and the Future Of Display Advertising Arjun Dev Arora
This deck walks through the basics of display advertising including metrics, optimization levers, targeting methodologies and touches on new cutting edge technologies to help marketers reach audiences at the right time and place.
In the world of performance job advertising, the ROI of your spend is attained when a vertex between applicant volume and efficiency is reached. With the various performance models available in the market, knowing how and where to spend your job advertising dollars to get the outcomes you need is no easy task. Read the guide to optimize your pay-for-performance job advertising media.
What's an ABM Solution Really Worth? Understanding the Total Economic Impact ...Demandbase
What’s an ABM solution really worth? Find out using Forrester’s Total Economic Impact™️ framework, and learn how to apply it to your own organization.
Join Demandbase’s VP of Product Marketing, Jackie Palmer, alongside guest speaker and Forrester consultant, Amy Harrison, as they share the financial and business impact interviewed customers realized by using Demandbase as their Go-To-Market solution. Demandbase customer, Suzzette Giron, Senior ABM Specialist at Achievers, shares her team’s experience and outcomes as well.
Hear more real customer stories and learn the details of the commissioned Total Economic Impact study conducted by Forrester Consulting on behalf of Demandbase.
SaaS (Software as a Service) has singlehandedly emerged as the single largest disruption in business model in the last decade. SaaS companies suddenly made available enterprise quality technology to people (and businesses) across the world. SaaS public companies made ~$70Bn (at a ~70% gross profit) while adding ~$700Bn in MCap on the Nasdaq.
But there is one thing that sets SaaS apart. A 70% gross profit means that the every $1 of revenue can add $0.70 to your profits & $9.5 to your enterprise value. Which makes for – Pricing, the single largest needle spinner (after the product and service, of course) in a SaaS companies life. Looking for that one small thing that makes a big change? Start here.
Disclaimer: Please note that these are our views are based on our experience in being advisors and working hands-on with various organizations. They are for the limited purpose of educating the leaders of a company. The rationale and the procedure to be followed can vary significantly based on the context, stage, exact nature & size of the business.
It can be an exciting thing, starting your own business. But like many others who have begun their own startup companies, it soon becomes apparent how daunting it can be to make the company a success, or even just to keep it going. For those that do have startup companies, it can be a tricky thing to market the business and make it grow. That can be said of any new business, but particularly of small startup businesses. To help, here are a few top tips in digital marketing to help you to grow your startup.
Taking the Guesswork out of Pipelines and ForecastsThe Naro Group
A healthy pipeline has velocity, with sales deals always moving. They are either continuously moving down the funnel towards a predictable closing date, or if an opportunity has lost momentum, it's qualified out of the sales pipeline altogether. This kind of pipeline has self-validating principles at each step in the sales process, with specific measures that help you understand not only where the real opportunities are, but also how your sales people are performing and what deals you can truly expect to close.
The Integrated Marketing Analytics Guidebook White Paper by BECKONAmanda Roberts
You have all the data in the world at your fingertips and your leadership team is waiting for strategic scorecards to come out of marketing. But what should you track, measure, report on and share? What metrics actually matter?
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2. As CEOs and CMOs increasingly demand accountability and ROI on marketing
dollars, we expect 2009 to be a great year for performance marketing and media
initiatives. Fundamentally, this means that creative executions and media placements will be placed
on a cost-per-inquiry or cost-per-acquisition basis in the media markets. This is a very significant shift that
rewards marketers who develop coordinated, mutually-beneficial revenue sharing partnerships among their
[1]
advertisers, agencies and media vendors. Moreover, there are material benefits to being a first-mover in
your industry.
A Shift That Will Endure. The CMO Council reports that nearly 50% of all companies plan to
restructure or realign their marketing departments to better support sales and drive revenue.
3. Driving this shift to ROI and measurement is the combination of several key
factors, including:
• The Internet is now a major force in the economy and delivers trackable metrics, so ROI measurement is
now accessible to any company
• There is more Internet traffic than ever, with near-saturation levels of penetration of broadband access and
money-saving entertainment options available on the home computer and mobile phone
[2]
• Over 81% of Internet users researched a product or service on the Internet before buying according to
the 2008 Pew Internet Survey, making the Internet a natural place to find your target audience late in
the sales funnel
• The economy has pulled a large percentage of advertisers out of the media markets (or has reduced their
budgets,) which has put a financial strain on publishers and search engines alike
• Web publishers and search engines are looking to new revenue sources from advertisers that would not
otherwise be interested in their offerings
4. 48
Jan ‘09
PEOPlE ARE SPEnDIng MORE TIME OnlInE...
43
% of people spending more
than one hour per day Jan ‘08
37
Jan ‘07
33
32
Jan ‘06
Jan ‘05
27
26
Jan ‘04
Jan ‘03
source: Gallup Poll
5. $6
...YET OnlInE ADVERTISIng REVEnUES ARE FlAT
$5
$4
Billions of Dollars
$3
$2
$1
$0
2003 2004 2005 2006 2007 2008
source: Interactive Advertising Bureau
6. Here are eight steps to help your organization prepare for, build and optimize your 2009
performance marketing efforts:
1 START WITh A lITTlE PERFORMAnCE In YOUR MARkETIng
Skip this point if you’re already knee-deep in performance marketing. But if you aren’t, and you are
still executing branding campaigns almost exclusively, then this is the year for you to identify at
[3]
least one marketing initiative that can be managed in a performance-driven way. If you’re an airline,
maybe you start recruiting mileage plan members at a fixed cost metric. If you’re a hospital, maybe
you start delivering leads through cost-per-lead media placements for one of your specialty practices,
such as cancer care. If you’re a university experiencing significant competition from dominant Internet
players, consider starting with your fully-employed or executive MBA program. You get the point.
How do you decide what might be a good performance candidate? The key is to understand the
value of a new customer.
7. 2 DETERMInE ThE lIFETIME VAlUE OF A CUSTOMER
Strangely, this is a difficult question for most traditional marketers, but if you ask a Chief Financial
Officer he or she may know down to the penny. Determining customer value is an exercise that needs
to happen on an ongoing basis.
[4] Start with Revenue-Based Segmentation. Ideally, you establish customer value first by
segmenting your customer base into distinct pools and then formulate a cost per acquisition for each
separate segment. In contrast with audience-targeting segments common among marketers, such as
“men age 35-49,” performance marketing segmentation focuses on revenue-based segmentation
(which we call “RBS”). For example, “Customer A purchases four times per year” or “Customer B
always buys more than one product at a time” or “Customer C, by virtue of their age and gender,
tends to convert at a 50% higher rate than the average customer.”
8. Operating Margins help Calculate Customer Value. Marketing departments are
used to being handed a budget and some more-or-less nebulous total revenue targets to try to
hit assuming all the media placements work. Performance marketers, however, effectively create
their own budgets delivering new customers at or below the required Customer Acquisition Cost.
Repeating the process for each segment, we calculate by establishing an appropriate percentage of
operating margin that can be used toward customer acquisition.
Example - $200 Software Product. You market a software product that sells direct to
consumers for $200 and carries an operating margin of 75% ($150), and you’re willing to allocate
[5]
50% of the operating margin toward marketing ($75). This means that we can arrange media
placements for $75 or less provided the cost is only incurred upon each sale, and is known as cost-
per-acquisition media placement (CPA media).
Establishing a CustomEr aCquisition Cost:
Sales Price: $200
Operating Margin: (75%) $150
Maximum Cost per Acquisition: (50%) $75
9. Working with the Sales Funnel. If your business is built on generating and converting
inquiries (leads), you need to calculate your maximum cost per lead (CPL), which will differ by
revenue segment and by media source. For example, if your average customer acquisition
cost is $150, and you expect that your sales team will convert one in three qualified leads,
[6] your maximum cost per qualified lead is $25 ($75/33%). Performance marketers also know that
many factors determine the percentage of leads that will convert, from media type to number
of qualifying fields. Quillion is expert at assisting companies in predicting and planning the
maximum CPL for a wide variety of media based upon planned creative executions. Once
established, you can happily push forward with a powerful performance marketing program.
10. 3 SWITCh RISk
Even the most ROI-savvy marketers are used to buying online media on either CPM (cost per
thousand impressions) or CPC (cost per click) metrics, which means that the marketer is stuck
with the financial risk. In our book, these “old school” digital marketers who are still comfortable
hoping that their media vendors deliver the right number of the right visitors to their Web
sites are taking on too much risk given the opportunities in the current market. Even the best
optimization efforts, which may eventually deliver a favorable ROI, often result in cancelled buys
and significant sunk costs; in the end, legacy buying approaches unnecessarily stick the advertiser
[7]
with the bulk of learning costs.
What shifted-risk media buys look like. Since media vendors ultimately know their
media properties and, hopefully, audience profiles best, performance marketers demand that
media vendors take on the engagement risk (getting people to the advertiser’s Web sites) and
the conversion risk (delivering visitors who convert to a lead or sale). This is the most natural
structure in an Internet marketing scenario for no other reason than because it can exist. We often
suggest to our clients that if the Internet had been developed before other advertising media,
there is no question that media vendors would be taking more risk.
11. Does it hurt to ask for a risk-shifted media buy? Performance marketing
principles seem simple and concise—in fact, they are. However, performance marketers like us
walk a delicate line between advocate for our advertisers and protectors of our media vendors.
As specialists, we understand the key nuances that allow media vendors to concede to our
[8] demands on behalf of our advertisers. For example, high-quality creative and premium brand
representation are increasingly a requirement for performance-based placement on quality sites.
Most performance marketing companies, however, are media-centric direct response agencies
who are generally disinterested in creative, rather than a full-service performance marketing
agency such as Quillion.
12. 4 REWARD RISk
Publishers need to know that they’re treated as partners and not just commodity vendors.
Performance marketers go to great lengths to establish data infrastructures that allow advertisers
to be transparent about the number of leads or sales a media property generates. We also
work hard to be protective of the vendor’s audience by providing fresh offers and creative, and
[9] by limiting the number and frequency of impressions to avoid message blindness and wasted
impressions. But most of all, performance marketers must reward the media’s adoption of your
engagement and conversion risk by providing a real financial incentive. Offer a compelling
cost-per-acquisition bounty and reward performance through extra bonuses to ensure that your
media partnerships can be a long-term, consistent revenue stream for your media partners. As
a performance marketing agency, Quillion offers the game-changing advantage of extensive
performance-driven media relationships that would not be available to individual advertisers.
13. 5 FORgET “TEST, TEST, TEST”— nOW IT’S TEST, TRACk, OPTIMIzE
There’s a good chance that your performance marketing campaign won’t be fully optimized at
the get-go. However, in contrast with old school digital marketers who must spend considerable
effort looking for placements that generate enough clicks or Web site visits, performance
marketers can shift the focus to metrics that more directly generate revenue—the quality of
conversions. This shift of focus means that performance marketers can be more agile to tweak
and test creative that have large implications for revenue rather than, say, generating a small
bump in banner clicks. Consider using new dynamic advertising technology in which the
creative execution is driven by the media environment—or optimized through initially random
[ 10 ]
“mutations” that eventually reveal consumer preferences that generate better results. Leverage
analytics packages such as Webtrends, Coremetrics, and Omniture, which provide insights into
the way consumers make decisions and where more consumers can be found.
Analytics insights drive negotiation. Do not skimp on the analytics team who,
more than likely, will be the only people to truly understand the depth of information and
insights available. In a performance marketing environment, we use such insights to support the
placement of even lower-cost media placements as well as to know when we can reward vendors
with an even higher bounty (which may result in more conversions). Insights about creative
performance drive further market segmentation and negotiations with media vendors that can
save or earn advertisers millions of dollars.
14. 6 CAPTURE InFORMATIOn
No business converts all of its Web site visitors or leads to customers. In many environments, only
10% of inquiries turn into customers and another 20% of those inquiries are ultimately not interested.
Yet brand marketers have not been trained to continue the conversation with each prospect on a one-
on-one basis; it has traditionally been attempted through brand awareness and recall advertising.
Everyone is a prospect. To performance marketers, each visitor is an opportunity to start
a personalized conversation with the end goal of initial and repeat sales. That’s why you need to
find ways to capture at least some of their information. Do you have an email newsletter, RSS feed
[ 11 ] or alerts? Allow visitors to subscribe simply by entering their email address. Want to learn a little
more about who’s visiting your site? Consider authoring a definitive guide, white paper or report
demonstrating your mastery of the business and allowing visitors to download the report in exchange
for additional contact information, such as their name, email, phone number and potentially a couple
of market research questions.
Profile-driven site customization helps. Additionally, cookie visitors to allow
them to remain logged in, and provide customized views of the Web site so it is clear that there
is an ongoing relationship based upon the user’s profile information. Quillion offers a variety of
site customization tools that assist in relationship development and conversion to support the
other 70%.
15. 7 PRM (PROSPECT RElATIOnShIP MAnAgEMEnT)
CRM with a P — management of relationships for the other 70%. Since the database
of prospects is so much bigger than the database of customers, we think of PRM as a goldmine
of opportunity to test messaging to convert prospects who have already expressed interest.
Investing in an infrastructure to maintain the conversation creates the need for a strategy to build
[ 12 ]
trust and deliver value with every interaction. How often do you reach out to your prospects?
What do you offer in exchange for their attention? How do you measure their interest and when
and how do you try and close their business? While selling again to current customers is the least
expensive new revenue, selling to existing prospects follows closely behind. Last, seamlessly
transferring data from the PRM system into the CRM system is imperative as learnings from the
prospect phase are indicative of the type of customer you have.
16. 8 BUIlD MARkETIng ASSETS
In this current economic climate, there’s a perfect opportunity to build marketing assets that will
create immediate sales and pay dividends in the future. It will take an extra effort on your part,
but there should be little financial investment and risk. Every company’s digital content strategy
[ 13 ] will be different, but you should look into the viability of starting a blog, authoring whitepapers,
informing and following customers and thought leaders via Twitter or launching a series of
instructional videos for dissemination on eHow and other how-to Web sites. These search-engine-
friendly assets ensure more digital mindshare in the competition for inexpensive search-driven
visitors. If you start now, your sweat equity should pay off handsomely once the economy picks
back up.
17. Ready to get Started?
With digital performance marketing, you only pay for actual business results. And 2009 is the year for
you to get started with performance marketing, as many premium online publishers are only selling small
parts of their inventory, creating a plethora of opportunities for savvy marketers.
[ 14 ] If you have any questions about performance marketing, we would love to help get you started.
Please contact Lori Perman, who can answer any questions you might have and/or to schedule a free
performance marketing analysis.
lori Perman
Director of Business Development, Quillion
email: lori@quillion.com
phone: 310-280-7941