Featuring Peter Isaacson Chief Marketing Officer, Demandbase Ever feel like your sales team just isn’t satisfied with the volume or the quality of the leads you generate? Are you hitting your goals, but your sales team is not? Join Demandbase’s CMO, Peter Isaacson, as he outlines some of the greatest challenges for today’s B2B Marketers, and shares how to overcome them by aligning around high-value accounts and focusing on key strategies to drive revenue. He will illustrate the basic foundations for turning your marketing organziation into an ABM machine through the example of Demandbase’s own journey to an ABM strategy.

1. Sales and Marketing Alignment
Bridging the Great Divide Through ABM
Peter Isaacson
CMO, Demandbase
Alan Saldich
VP Marketing, Cloudera

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2
The sales and marketing divide
MARKETING SALES
Leads
Personas
Quantity
Individuals
Opportunities
Buyers/Influencers
Quality
Accounts

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The result…
MARKETING
“We delivered
1,238 MQLs
this quarter.
+27% above goal!”
SALES
“Marketing isn’t
supporting us”

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In B2B, the cost of irrelevance is high
4.4% Inquiries
Convert
.03%
Inquiries to
closed/won

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Leads aren’t valued…
of marketing
generated leads are
never followed up
by sales.
50%
- Miller Pierce, 2014 VOC Study

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The buying process happens before the lead is created
SALES
CALL
LEAD
SOCIAL
MEDIA
WEBSITE
VISIT
SEARCH
DETERMINE
PROBLEM
WEBSITE
VISIT
WEB
RESEARCH
FRIENDS
AND FAMILY
Typical B2B Buying Process

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B2B can’t use B2C tactics
Spray and Pray
• Quantity ≠ quality
• Wasted resources
Persona Marketing
• Targeting based on behaviors
• Right person, wrong company
Targeting Accounts
• B2B buys & sells by account
• Aligns marketing with sales/revenue
✔

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Account-Based Marketing
Identify the companies
most likely to buy, and
then market to them

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Account-Based Marketing
Identify the companies
most likely to buy, and
then market to them

10. 1. SiriusDecisions’ “2015 State of Account-Based Marketing”
2. Demand Metric “Defining Digital Impact in the B2B Enterprise”
of companies said Account-Based
Marketing is “extremely” or “very”
important to their efforts. 192%
of marketers employing ABM stated
they are aligned with sales. 1
91%
of companies employing ABM
plan to invest more in technology
over the next 12 months.161%
of B2B companies are aware of
ABM.2
75%

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Why Account-Based Marketing?
• Ensures attention is given to top
prospects/customers
• Defines growth and timing based on account
specifics
Focuses on best
opportunities
• More efficient with a defined universe
• Delivers on their target accounts
Supports sales
reality
• Linked to greater customer satisfaction and
retention
• Customers experience less noise, respond at
higher rates to more relevant outreach
Delivers customer-
centric experience

12. Account-Based Marketing at
Demandbase

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The process
 Identify stakeholders in marketing and sales
 Establish target account list
 Both marketing and sales stakeholders
 Develop marketing and sales engagement plans around those accounts
 Execute marketing programs
 Measure
 Refresh target list quarterly

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Predictive Analytics
 Identifying common business characteristics of customers
and pipeline accounts to establish a list of high value
prospects
 For Demandbase, this was NOT about lead scoring

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Identifying key account attributes
Overall technology applications used
Complexity of website
Social Activity
Revenue
1
2
3
4
Multimedia
Technologies
Analytics Marketing
Automation
Web Hosting
Platforms
Live Chat

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The DB3K

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Segment by sales regions
Source: US Census Bureau

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Territory and account planning
Overview
+
Brainstorm
+
Align
Marketing
+
Sales
+
SDR
WHO WHAT

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The territory planning process
Marketing
Planning
Demand
Generation
Field Marketing
Database
Campaigns
Sales Team
Presentations
Review
Programs
Brainstorm
Additions
Align Account
Focus
DB1500+
Final Plan
Additional
Territory
Activities
Monthly
Review
Perf Man
Analysis
Program
Execution
Recommended
Edits
-4 weeks
End of 1st
and 2nd
Months
-2 weeks
Quarter Start

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Field event prioritization

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Target Geo: Midwest
Total Accounts in Territory: 270
 # Touched by Q3 Programs: 135
 Average # of Contacts per account: 6
 Average # of Touches per Contact: 7.5
Q3 Activities:
 Advertising campaign
 B2B retargeting
 Field Marketing Event: Aug 7
 # of pipeline opportunities: 4
 Won Deals: 1
 Content Marketing World (Cleveland): September 8
 Prospect Luncheon (Cleveland): September 10

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Personalize the experience

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Measure by territory
Programs executing this quarter:
• Advertising campaign
• B2B Retargeting
• Chicago Field Program
• Cleveland Appt Setting Campaign
• Content Marketing World
August
July
Performance Assessment:
• Saw 5 more target accounts engaged this month.
• 6 key accounts engaged in in-person activities
• General upswing in engagement, but not as much as planned.
• Q4 programs increased to address this.
$190,350
$375,500
15
27

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Demandbase Sales Accelator
Sales Accelerator: Making marketing data accessible, and
actionable, for sales
Are we advertising to my key
accounts?
How is website engagement
trending?
What content are they most
interested in?
Are there any anomalous
behavior patterns?
1
2
3
4

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DB3k vs Non DB3k Accounts
Sales Team Close Rate ACV Funnel Velocity
Enterprise +285% +35% +2%
Mid Market +166% +40% -20%
Advertising +57% +31% +65%

26. 26© Cloudera, Inc. All rights reserved.
Finding (Paying) Customers
Alan Saldich / VP Marketing, Cloudera
@alsaldich

27. 27© Cloudera, Inc. All rights reserved.
Quick Background
• 3 ½ Years at Cloudera (120 employees then, to over 1,000 today)
• 9th Startup (most recent: Riverbed)
• Cloudera is my first open source experience (it’s different)
• Engineering undergrad (M.E. Free Tip: not so useful in enterprise software)
• Recent empty-nester (aka “free range” parent)

28. 28© Cloudera, Inc. All rights reserved.
I have a
Data
problem…
Open Source Marketing is Different (I think)
Old
School
(RDBMS, EDW, etc…)
New
School
(Hadoop)
Commercial
Hadoop
Distro?
Apache
Software
Foundation
(ASF)
Cloudera
Bad Guys
Don’t necessarily need to
engage with Cloudera
at all to use our technology
Typically 6 Months to 2 years… Subscription Starts
Paid?
Free?

29. 29© Cloudera, Inc. All rights reserved.
Our Sales Cycles Can be Pretty Long…

30. 30© Cloudera, Inc. All rights reserved.
Web Personalization
+ Analytics
(Lead
Auto-Convert)
Marketing Technology Stack (Most of it)
(CMS)
Account Based
Marketing
Lead Capture
Mktg. Autom.
Mktg. Autom.
External Scoring Training
Events
(Various) Webinar
Platform Firmographics
Funnel Analytics
Sales driven
email mktg
Lead Nurturing
Cloudera
EDH
Web Analytics

31. 31© Cloudera, Inc. All rights reserved.
What we’re trying to improve in marketing ops
Headline: Find customers faster.
• Detect the stealth prospects earlier
• Serve relevant content for business users / IT users / developers / operators /
verticals, etc…
• Drive earlier engagement (by sales) with business users
• Funnel Velocity (leads  oppty  deal)
• Getting better at distinguishing Hadoop users from future paying customers
• Finding expansion opptys in existing customers
(different LoB, division, buyer, use case, etc…)
• Analyze what’s working (and do more of it). And vice versa

32. 32© Cloudera, Inc. All rights reserved.
Thanks
e: alsaldich@cloudera.com
t: @alsaldich