Most marketers have felt the sting of sales telling them that their thousands of hard earned marketing generated leads are no good. This gap in sales and marketing alignment is a common theme in today’s B2B world. But with an Account-Based Marketing (ABM) strategy, sales and marketing teams can align their efforts and drive revenue together. In this webinar, Peter Isaacson, CMO of Demandbase will deliver practical advice around aligning your sales and marketing teams and transforming your organization into an ABM machine. Then, Claudia Hoeffner and Evan Britt of Acquia will share how they drove $4MM in Q4 revenue using ABM!

1. The [Virtual] B2B Marketing
Game Changer Event
Peter Isaacson
Chief Marketing Officer
Demandbase
@peisaacson
@Demandbase
#b2bmarketing
Claudia Hoeffner
Senior Director, Demand Gen & Channel Strategy
Acquia
@claudiahoeffner
Evan Brett
Sr. Manager, Demand Generation
Acquia
@ekbrett

2. Bridging the Great Divide:
Sales and Marketing Alignment
Peter Isaacson
Chief Marketing Officer
Demandbase
@peisaacson
@Demandbase
#b2bmarketing

3. ©2014 Copyright Demandbase, Inc.
Demandbase Confidential.
3
The sales and marketing divide
MARKETING SALES
Leads
Personas
Quantity
Individuals
Opportunities
Buyers/Influencers
Quality
Accounts

4. ©2014 Copyright Demandbase, Inc.
Demandbase Confidential.
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The result…
MARKETING
“We delivered
1,238 MQLs
this quarter.
+27% above goal!”

5. ©2014 Copyright Demandbase, Inc.
Demandbase Confidential.
5
The result…
MARKETING
“We delivered
1,238 MQLs
this quarter.
+27% above goal!”
SALES
“Marketing isn’t
supporting us”

6. ©2014 Copyright Demandbase, Inc.
Demandbase Confidential.
6
Focusing on volume wastes time and money
4.4% Inquiries
Convert
.03%
Inquiries to
closed/won
Source: Sirius Decisions

7. ©2014 Copyright Demandbase, Inc.
Demandbase Confidential.
7
Leads aren’t valued…
of marketing
generated leads are
never followed
up by sales.
50%
- Miller Pierce, 2014 VOC Study

8. ©2014 Copyright Demandbase, Inc.
Demandbase Confidential.
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The buying process happens before the lead is
created
Typical B2B Buying Process

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Demandbase Confidential.
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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

10. ©2014 Copyright Demandbase, Inc.
Demandbase Confidential.
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B2B can’t use B2C tactics

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Demandbase Confidential.
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B2B can’t use B2C tactics
Spray and Pray
• Quantity ≠ quality
• Wasted resources

12. ©2014 Copyright Demandbase, Inc.
Demandbase Confidential.
12
B2B can’t use B2C tactics
Spray and Pray
• Quantity ≠ quality
• Wasted resources
Persona Marketing
• Targeting based on behaviors
• Right person, wrong company

13. ©2014 Copyright Demandbase, Inc.
Demandbase Confidential.
13
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
✔

14. ©2014 Copyright Demandbase, Inc.
Demandbase Confidential.
14
Account-Based Marketing
Identify the companies
most likely to buy, and
then market to them

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Demandbase Confidential.
15
Account-Based Marketing
Identify the companies
most likely to buy, and
then market to them

16. ©2014 Copyright Demandbase, Inc.
Demandbase Confidential.
16
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

17. ©2014 Copyright Demandbase, Inc.
Demandbase Confidential.
17
ABM- It Ain’t Rocket Science
Identify the right accounts
Market to those accounts
Measure by accounts

18. Account-Based Marketing at
Demandbase

19. ©2014 Copyright Demandbase, Inc.
Demandbase Confidential.
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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

20. ©2014 Copyright Demandbase, Inc.
Demandbase Confidential.
20
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

21. ©2014 Copyright Demandbase, Inc.
Demandbase Confidential.
21
Identifying key account attributes
Overall technology applications used
Complexity of website
Social Activity
Revenue
1
2
3
4
Multimedia
TechnologiesAnalytics
Marketing
Automation
Web Hosting
Platforms Live Chat

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Demandbase Confidential.
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The DB3K

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Demandbase Confidential.
23
Segment by sales regions
Source: US Census Bureau

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

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Demandbase Confidential.
25
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

26. ©2014 Copyright Demandbase, Inc.
Demandbase Confidential.
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Field event prioritization

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Demandbase Confidential.
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Target Geo: Midwest
IL, OH, MN, WI, MO
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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Demandbase Confidential.
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Personalize the experience

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Demandbase Confidential.
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Personalize the experience

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Demandbase Confidential.
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Personalize the experience

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Personalize the experience

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Demandbase Confidential.
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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 Confidential.
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Making marketing data accessible to sales
Sales Accelerator: Giving Sales the ability to quickly
understand:
Are we advertising to my key
accounts?
1
2 How is website
engagement trending?
3 What content are they most
interested in?
4 Are there any anomalous
behavior patterns?

34. ©2014 Copyright Demandbase, Inc.
Demandbase Confidential.
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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%

35. Acquia: Account-Based Marketing
The Top 300 Campaign

36. Acquia Achieved 84,000% Growth Over 5 Years
➔#1 Fastest Growing Private
Technology Company in 2014
➔#1 Fastest Growing Software
Company in 2012
➔Top 100 Most Promising
Companies

37. Agenda
➔Growth Hacking at Acquia
➔Overview: ABM at Acquia
➔Delivering an Integrated Experience
➔Program Results

38. Growth Hacking at Acquia

39. Build a
Sales and
Marketing
Funnel
Benchmark
to Fix
Funnel
Bottlenecks
Give
Marketing
a Sales
Target
Build a
Blueprint
to Scale
Q1 Q2
Q3
Q4
Q1
Increased Pipeline by 290%

40. Leaky Funnel

41. Benchmarking

42. Benchmarking to Fix Funnel Bottlenecks

43. Predictable Growth
$40,00025% (4X)
10000 Inquiry
$1,000,000 90 Days
32%
30%
25%
$4,000,000
15%
Inquiry : MQL
MQL : SAL
OPP : CW
SAL : OPP
3200 MQL
960 SAL
144 OPP
36 CW
*** Sample numbers only for illustrative purposes.

44. Build a Scalable Blueprint

45. Growth Hacking at Acquia

46. Pipeline Distribution

47. Overview: Account-Based
Marketing at Acquia

48. Objective
Challenge: Grow Acquia awareness in target vertical accounts,
increasing at-bats in the Global 2000.
Objective:
➔ A new philosophy on how we do business
➔ Target decision makers at ~800 target accounts in Financial
Services, Life Sciences, Healthcare, CPG, MEP, and High Tech
Goal: Acquire 60 new customer accounts in 2015.

49. Methodology: Sales & Marketing Alignment
➔Identified Target Market + Built List:
◆ Global 2000 Verticals
◆ Annual Revenue: $500M+ (USD)
◆ Acquia Sales Regions: 25-40 accounts per territory
➔Sales Review + List Approval
➔Plan & Launch Integrated, Multi-Channel Targeted Campaign
◆ Set KPIs, Initiatives and Owners by Channel
◆ Evaluate and Select External Partners
◆ Prepare and Iterate on Sales Enablement Materials
◆ Bi-Weekly GTM: Report on Success + Evolve on Strategic Initiatives

50. "Top 300" Sales & Marketing Initiative
CHANNEL
OWNERS
CHANNEL INITIATIVES
SALES MARKETING
Demand Generation Chris Hartigan Evan Brett
➔ Account-based (Demandbase) + Persona-based
(LinkedIn) Advertising
➔ Vertical-specific Media & SEM Advertising
➔ Acquia.com personalization via Lift, ContextDB
➔ Multi-step Email Nurture
Inside Sales Tom Murdock Jamie Sloan
➔ Automated lead routing + web alerts
➔ BDR Group: Prospecting research & execution
Field Sales Todd Barnett Tahlor Marchi
➔ Digital Transformation Roadshow
➔ VITO letter roll out to key accounts
Partners Joe Wykes Meg Fitzgerald
➔ Identify digital agency of record for each
account + Intro to Field Team
➔ Branding campaign targeting digital agencies
The largest joint sales and marketing initiative in Acquia history, the goal of the "Top 300" is to
acquire 60 new accounts in 2015, through a combination of marketing programs, field events,
outbound/field prospecting, and channel support.

51. Delivering an Integrated Experience

52. Account List
Selection
The Solution
Rolled out across each vertical

53. Account List
Selection
Marketing
Campaigns
The Solution
Rolled out across each vertical

54. Account List
Selection
Marketing
Campaigns
Sales Prospecting
& VITO Letter
The Solution
Rolled out across each vertical

55. Account List
Selection
Marketing
Campaigns
Sales Prospecting
& VITO Letter
Channel Activation
The Solution
Rolled out across each vertical

56. Account List
Selection
Marketing
Campaigns
Sales Prospecting
& VITO Letter
Channel Activation
Field & Industry
Events
The Solution
Rolled out across each vertical

57. Account List
Selection
Marketing
Campaigns
Sales Prospecting
& VITO Letter
Channel Activation
Field & Industry
Events
Vertical
Enablement:
Content, Battle
Cards, Pitch
Decks
The Solution
Rolled out across each vertical

58. Account List
Selection
Marketing
Campaigns
Sales Prospecting
& VITO Letter
Channel Activation
Field & Industry
Events
Sales
Execution
Vertical
Enablement:
Content, Battle
Cards, Pitch
Decks
The Solution
Rolled out across each vertical

59. Account List
Selection
Marketing
Campaigns
Sales Prospecting
& VITO Letter
Channel Activation
Field & Industry
Events
Sales
Execution
Customer
Acquisition
Vertical
Enablement:
Content, Battle
Cards, Pitch
Decks
The Solution
Rolled out across each vertical

60. Account-Based Marketing in Action
TARGET ACCOUNTS:
Life Sciences

61. Marketing Campaign Creatives
LIFE SCIENCES:
Pharma, Biotech, Medical Devices
FINANCIAL SERVICES:
Insurance

62. Acquia.com Personalization via Acquia Lift

63. The Results

64. The Results
➔ Created $4M
pipeline in Q4'14
➔ 21% of target
accounts visiting
acquia.com for the
first time ever
➔ 13% of target
accounts became
more engaged
after campaign
launch

65. Thank you!
Peter Isaacson
Chief Marketing Officer
Demandbase
@peisaacson
@Demandbase
#b2bmarketing
Claudia Hoeffner
Senior Director, Demand Gen & Channel Strategy
Acquia
@claudiahoeffner
Evan Brett
Sr. Manager, Demand Generation
Acquia
@ekbrett

66. Agenda
Two days of keynotes, workshops,
success stories and more designed
to teach, inform and inspire your
B2B marketing strategy!
April 29-30, 2015 | AT&T Park, San Francisco
MarketingInnovationSummit.com
Save $150!
Use code GameChanger