Wouldn’t it be great to kick off 2015 with a fully-aligned Sales and Marketing engine? Account-Based Marketing is the key to defining shared goals, tightening up funnel metrics all the way through and aligning these two teams for success. In this webinar, Sales and Marketing leaders from Demandbase will share their first-hand strategies and tactics for implementing Account-Based Marketing and working together to accelerate the buying cycle and generate revenue. You’ll learn:
How to collaborate and create the optimal target account list
How to implement the right tools, processes and infrastructure to support ongoing alignment
How to use the target account list to align sales territories, content marketing initiatives, and marketing programs
How to continually optimize programs based on full transparency and real-time feedback between teams
What it’s like to actually enjoy happy hour with your Sales’ counterpart.
4. Key Topics
MARKETING SALES• How we aligned marketing and sales to build a
winning team
• Using Account-Based Marketing to optimize our
marketing budget and sales resources
• Showcasing how this strategy improved
conversion rates and results throughout the
funnel
5. The sales and marketing divide
MARKETING SALES
Leads
Personas
Quantity
Individuals
Opportunities
Buyers/Influencers
Quality
Accounts
7. Focusing on volume wastes time and
money
4.4% Inquiries
Convert
.03% Inquiries to
closed/won
Source: Sirius Decisions
8. Leads aren’t valued…
of marketing
generated leads are
never followed
up by sales.
50%
- Miller Pierce, 2014 VOC Study
9. 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
10. 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
✖
✖
✔
11. Why Account-Based Marketing?
• Ensures attention is given to top prospects/customers
• Defines growth and timing based on account specifics
• More efficient with a defined universe
• Delivers on their target accounts
• Linked to greater customer satisfaction and retention
• Customers experience less noise, respond at higher
rates to more relevant outreach
Focuses on Best Opportunities
Supports Sales Reality
Delivers Customer-Centric Experience
12. ABM - It ain’t rocket science
Identify the right accounts
Market to those accounts
Measure by accounts
14. The Process
1
2
3
4
5
6
Identify stakeholders in marketing and sales
Use predictive analytics to help establish target account list
Scrub list with sales and marketing stakeholders
Develop marketing and sales engagement plans around those accounts
Execute marketing programs
Refresh target list quarterly
15. 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
16. 3
2
1
Identifying key account attributes
Multimedia
TechnologiesAnalytics
Marketing
Automations
Web Hosting
Platforms Live Chat
4
Overall technology applications used
Complexity of website
Social Activity
Revenue
20. Territory and account planning
WHO
MARKETING
SALES
SDR
WHAT
OVERVIEW
BRAINSTORM
ALIGN
21. 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
29. Measure by territory
August
July
Programs executing this quarter:
• Advertising campaign
• B2B Retargeting
• Chicago Field Program
• Cleveland Appt Setting Campaign
• Content Marketing World
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
30. 3
2
1
4
Making marketing data accessible to Sales
Sales Accelerator: Giving Sales the ability to quickly
understand:
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?
31. DB 1500 vs Non DB 1500 Accounts
Funnel
Velocity
ASP Close Rate
Enterprise 7% +26% +75%
Mid Market 4% +5% +10%
Advertising -16% +72% +21%
32. The NEW result…
MARKETING SALES
We reached 50% of your
target accounts this
quarter and contributed
$12.6M in pipeline within
those accounts
And we closed
15 marketing
generated opps
33. Key Takeaways
SALES
• Align Marketing and Sales with the same key
KPI’s will build a winning team
• An account-based marketing approach reduces
marketing budget and sales resource waste
• A sales and marketing strategy around ABM is
producing solid business results throughout the
funnel
34. Gabe Rogol
VP Sales
Demandbase
Twitter: @gaberogol
Email: grogol@demandbase.com
@Demandbase
#b2bmarketing
Shari Johnston
Sr. Director of Integrated Marketing
Demandbase
Twitter: @shariajohnston
Email: sjohnston@demandbase.com
Thank you!
35. Sales vs. Marketing at
Demandbase
How Account-Based Marketing
Brought us Together