Ten Steps to ABM Success

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What is standing in your way to getting to ABM success or even getting your ABM initiative off the ground? Alignment? Orchestration? Change Management? Fortunately, it is not as hard as you think to get started! Whether you spent your summer perfecting your target account list or sipping piña coladas in Cabo, this webinar will provide you with practical advice on how to align your organization around ABM, from metrics to your target account list to your marketing mix and more, so you too can realize the efficiency and revenue promises of an ABM strategy for the year ahead!

© 2017 DEMANDBASE SLIDE 1
10 STEPS TO ABM SUCCESS
Jessica Fewless
VP ABM Strategy, Field & Channel Marketing
Demandbase
Lia Hanson
Director, Demand Generation
Demandbase

© 2017 DEMANDBASE SLIDE 2
SPEAKERS
JESSICA FEWLESS
VP, ABM Strategy, Field and Channel Marketing
Demandbase
LIA HANSON
Director, Demand Generation
Demandbase

© 2017 DEMANDBASE SLIDE 3
THE PROMISE OF ABM…A CHAMPAGNE STRATEGY
VS
With ABM, our
marketing strategy
has moved from a
Margarita glass to a
Champagne glass.
-Erica Short, CA Technologies

© 2018 DEMANDBASE SLIDE 4
MARKETING IS INVOLVED THROUGHOUT THE FUNNEL
SQL SAL PIPELINE CLOSE
82%
49%
24%
96%
64%
42%
ñ17%
ñ51%
ñ75%
Lead to Increases in
• Close Rates
• ACV
• Funnel Velocity

#ABMCertified
WHAT’S STOPPING PEOPLE FROM
DOING ABM?

© 2016 DEMANDBASE / SLIDE 6
THE CHALLENGES OF ABM
KEY CHALLENGES:
ALIGNMENT &
ORCHESTRATION
B2B Marketers Already Realize
the Top Challenges
TOPO: ABM State of the Market
0% 5% 10% 15% 20% 25%
Developing Content
Lack of ABM Metrics
Technology
Executive Buy-in
Target Account List
Orchetration & Processes
Alignment
Orchestration & Processes

© 2018 DEMANDBASE SLIDE 8
1. SIMPLIFY
+
ACCOUNTS REVENUE

© 2018 DEMANDBASE SLIDE 9
2. KNOW WHO’S ON YOUR TEAM
FinanceOperationsMarketingSales Customer
Success

© 2018 DEMANDBASE SLIDE 10
3. UNDERSTAND THEIR GOALS AND MOTIVATION
Marketing Goals
Sales Goals
Company Goals
Not just a Revenue Goal!
• Revenue
• New Logos
• Sales Efficiency
• Net Retention Rate
• Monthly Recurring Revenue
• Upsell/Cross-sell

© 2018 DEMANDBASE SLIDE 11
4. IDENTIFY ANY ISSUES OR WEAKNESSES
§ Marketing skillset
§ ABM non-believers
§ Corporate culture
§ Bad blood between Sales & Marketing
§ Focus on Lead Volume
And then address them!

© 2018 DEMANDBASE SLIDE 12
5. BE CLEAR ON KPI’S AND METRICS
SHORT TERM
Pipeline
Conversions
Cost per opportunity
TAL engagement
Account penetration
LONG TERM
Close Rates
ACV
Funnel velocity
And be sure to start with baselines!

© 2018 DEMANDBASE SLIDE 13
6. ALIGN ON ACCOUNTS TO TARGET
Identify
enough
accounts with
FIT + INTENT
Step 1: Size Step 2: Fulfill

© 2018 DEMANDBASE SLIDE 14
The closer you get to revenue,
the more resources you should allocate!
7. ADDRESS YOUR AUDIENCE INTELLIGENTLY
TAM
Target Market
Target Accounts
AE Top
Accts
Oppty
Cust
§ TAM: $
§ TARGET MARKET (ICP): $
§ TARGET ACCOUNTS (FIT): $$
§ AE TOP ACCOUNTS (INTENT): $$$
§ OPPORTUNITY: $$$$
§ CUSTOMER: $$$$

© 2018 DEMANDBASE SLIDE 15
8. ALIGN ON CAMPAIGN AND SEGMENT PRIORITIZATION
TARGET MARKET
Field Territory accts Non-Field accts
Engaged
contact
Non-
engaged
Engaged
acct
Non-
engaged
Direct Mail X X
Field event X
Webinar X
eBook X X
Campaigns integrating
4 or more digital
channels will
outperform single- or
dual-channel
campaigns by 300%
-Gartner Research

© 2018 DEMANDBASE SLIDE 16
9. COLLABORATE WITH AND ENABLE YOUR SALES TEAM
OLD MODEL
MQL
CLOSE
IDENTIFY
MARKETING SALES
MARKETING
SALES
CLOSE
NEW MODEL
IDENTIFY

© 2018 DEMANDBASE SLIDE 17
10. EASE YOUR WAY INTO AN ABM STRATEGY
PHASE 1:
NEW LENS
Objective: Evaluate
• Try on new thinking =
Accounts + Revenue
• Figure out what works,
what doesn’t
• Develop metrics and
reporting
PHASE 2:
NEW PROGRAMS
Objective: Optimize
• Expand the reach of your
ABM program
• Try out new strategies and
tactics
• Hone in on best
practices/processes
• Evaluate your tech stack
• Optimize your budget
PHASE 3:
NEW THINKING
Objective: Go All In!
• ABM becomes your
revenue marketing strategy
• Re-org your team to
execute like a machine
• Tier your approach:
1:1, 1:Few and 1:Many

© 2018 DEMANDBASE SLIDE 18
• Keep it Simple
• Alignment and Collaboration
are KEY
• Set reasonable expectations
• Work your way into it
KEY TAKEAWAYS

© 2018 DEMANDBASE SLIDE 19
CONNECT WITH ME!
JESSICA FEWLESS
VP, ABM Strategy, Field & Channel
Demandbase
LinkedIn: /in/jfewless
Twitter: jfewlessB2B
Email: jfewless@Demandbase.com

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Ten Steps to ABM Success

5. #ABMCertified WHAT’S STOPPING PEOPLE FROM DOING ABM?

6. © 2016 DEMANDBASE / SLIDE 6 THE CHALLENGES OF ABM KEY CHALLENGES: ALIGNMENT & ORCHESTRATION B2B Marketers Already Realize the Top Challenges TOPO: ABM State of the Market 0% 5% 10% 15% 20% 25% Developing Content Lack of ABM Metrics Technology Executive Buy-in Target Account List Orchetration & Processes Alignment Orchestration & Processes

7. SO HOW DO YOU GET PAST THIS?

10. © 2018 DEMANDBASE SLIDE 10 3. UNDERSTAND THEIR GOALS AND MOTIVATION Marketing Goals Sales Goals Company Goals Not just a Revenue Goal! • Revenue • New Logos • Sales Efficiency • Net Retention Rate • Monthly Recurring Revenue • Upsell/Cross-sell

11. © 2018 DEMANDBASE SLIDE 11 4. IDENTIFY ANY ISSUES OR WEAKNESSES § Marketing skillset § ABM non-believers § Corporate culture § Bad blood between Sales & Marketing § Focus on Lead Volume And then address them!

12. © 2018 DEMANDBASE SLIDE 12 5. BE CLEAR ON KPI’S AND METRICS SHORT TERM Pipeline Conversions Cost per opportunity TAL engagement Account penetration LONG TERM Close Rates ACV Funnel velocity And be sure to start with baselines!

14. © 2018 DEMANDBASE SLIDE 14 The closer you get to revenue, the more resources you should allocate! 7. ADDRESS YOUR AUDIENCE INTELLIGENTLY TAM Target Market Target Accounts AE Top Accts Oppty Cust § TAM: $ § TARGET MARKET (ICP): $ § TARGET ACCOUNTS (FIT): $$ § AE TOP ACCOUNTS (INTENT): $$$ § OPPORTUNITY: $$$$ § CUSTOMER: $$$$

15. © 2018 DEMANDBASE SLIDE 15 8. ALIGN ON CAMPAIGN AND SEGMENT PRIORITIZATION TARGET MARKET Field Territory accts Non-Field accts Engaged contact Non- engaged Engaged acct Non- engaged Direct Mail X X Field event X Webinar X eBook X X Campaigns integrating 4 or more digital channels will outperform single- or dual-channel campaigns by 300% -Gartner Research

17. © 2018 DEMANDBASE SLIDE 17 10. EASE YOUR WAY INTO AN ABM STRATEGY PHASE 1: NEW LENS Objective: Evaluate • Try on new thinking = Accounts + Revenue • Figure out what works, what doesn’t • Develop metrics and reporting PHASE 2: NEW PROGRAMS Objective: Optimize • Expand the reach of your ABM program • Try out new strategies and tactics • Hone in on best practices/processes • Evaluate your tech stack • Optimize your budget PHASE 3: NEW THINKING Objective: Go All In! • ABM becomes your revenue marketing strategy • Re-org your team to execute like a machine • Tier your approach: 1:1, 1:Few and 1:Many

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