This document outlines an agenda for a presentation on Account-Based Marketing (ABM). It lists several All-Star customers and speakers who will share their experiences with ABM. It then provides an overview of the ABM journeys of Panasonic and Citrix, describing how they started with ABM, their goals and challenges, and their visions for the future. It emphasizes the importance of collaboration between different teams like brand, demand, and sales for ABM success.

1. THIS IS HOW YOU ABM:
ALL-STAR CUSTOMERS
BRIAN FINNERTY, VP GROWTH MARKETING │DEMANDBASE
SUSAN CAMPBELL, MARKETING GROUP MANAGER │PANASONIC
TARA QUEHL, MARKETING AUTOMATION MANAGER │FIDELITY INVESTMENTS
ARTURO SIGUENZA, SENIOR MANAGER BRAND EXPERIENCE & CONTENT │CITRIX

2. © 2020 DEMANDBASE SLIDE 2

3. © 2019 DEMANDBASE SLIDE 3
Susan Campbell
Marketing Group Manager
Panasonic
ALL-STAR SPEAKERS
Arturo Siguenza
Senior Manager, Brand
Citrix
Brian Finnerty
VP, Growth Marketing
Demandbase
Tara Quehl
Marketing Automation Manager
Fidelity Investments

4. 4
This is How You ABM
Our ABM Journey
Susan Campbell

5. C
Start where you are most comfortable
5
OODACommunicateTake the 1st step

6. Why we started
Efficiency Acceleration Alignment
We have a small team and relative tight
budget and need to make it work hard
Sales & marketing needed to
get on the same wavelength
Demand gen efforts were identifying
prospects but they were stuck in the funnel

7. Always Be iMproving
• Incremental approach to ABM
Platform → Conversion → Engagement → Targeting
• ABM program for Enterprise
• Account Identification
• Technology Integrations

8. Build a plan - Keep it Simple
Audience Awareness Demand
Enablemen
t

9. ABM at Panasonic
MEASURE ATTRACT
ENGAGECONVERT
• Industry-specific Account-Based
Advertising
• Targeted Landing Pages
• ABM Analytics for side-by-side
performance comparison
• Personalized Experience by
industry identification
• Account Insights
• SFDC Assigned Account checkbox

10. Vision
NOW Future
1. Segmented ads
2. ABM for Enterprise
3. Personalized retargeting
4. Limited channel adoption
1. Personalized, segmented ads
2. ABM across all verticals
3. Personalized pages/content
4. Expand channels (email, DM)

11. “…above all, try something”
– Franklin D. Roosevelt

12. THANK YOU
1
2

13. © 2019 Citrix | Confidential
Citrix
Brand and ABM

14. 14 © 2019 Citrix | Confidential
Arturo Siguenza
Sr. Manager, Brand
Brand Experience
Citrix

15. 15 © 2019 Citrix | Confidential
Introduction
Why Brand?
Why Collaboration?

16. 16 © 2019 Citrix | Confidential
Why brand?

17. 17 © 2019 Citrix | Confidential
Building Brand is critical to
business success
3/5of Chief Executives
said they believed
40% of their
company’s market capitalization
Mickinsey

18. 18 © 2019 Citrix | Confidential
In 2017, we faced a
de-prioritization of Brand
Challenge

19. 19 © 2019 Citrix | Confidential
OOH
TV
Digit
al
Print
Socia
l

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Net
New
Logos
Higher
Value

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Brand has critical
business impact
Greater
opportunity for
more strategic
use of ABM

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With this as a foundation, we integrated ABM into
Brand Marketing Strategy in a variety of ways
Planning Targeting Reporting
Account
Analysis
Account
Activation
Account
Performance

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Brand Account List – Sales Insights Card
Accoun
t 1
Accoun
t 2
Accoun
t 3
Accoun
t 4
Accoun
t 5
Account has been
served 5,920
Impressions
Account clicked
on 40 ads through
duration of
campaign
Account drove
over 29,450 page
views through
duration of
campaign
Of the 7,623 employees
identified in account, 996
have been identified as
high intent users. Topics
such as networking, sd
wan, 5g are top of mind
for this account indicating
they are likely in market
545 of the 6,189
employees have been
identified as high intent
users with 10 of those
high intent users visiting
the site
Top Reached Top Engaged Top Citrix Site
Intent
Top High Intent
Users
Top High Intent
Users Visited

24. 24 © 2019 Citrix | Confidential
Why brand?
ABM is a key validator for Brand and it’s strategic
use opens up new opportunities for more informed
investments.

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Why Collaboration?

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Brand Marketing Demand Marketing Sales
ABM is not a single discipline strategy.

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When cross-team collaboration happens, results
happen.

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Targeting
Pilot
Campaign
Brand Marketing
Demand Marketing
256
19%
50X
INQ
Generated
INQ – MQL
9% + AVG
ROI

29. 29 © 2019 Citrix | Confidential
Brand
Experience
Demand
Marketing
Marketing
Operations
Product
Marketing
Executive
Engagement
Field Marketing
Sales

30. 30 © 2019 Citrix | Confidential
Start with Small
Wins to Spark
Interest
Build Cross-
Disciplinary
Relationships
Collaborate on
Full-Funnel ABM
Strategy

31. 31 © 2019 Citrix | Confidential
Why Collaboration?
Collaboration unlocks full potential of ABM impact

32. 32 © 2019 Citrix | Confidential

33. Making work smarter not harder, while blazing the trails of tomorrow.

34. Fidelity internal use only.
Getting Started with Demandbase
34
Two Use Cases
• Driving folks to the right site based on
employee size data in 2019 when we
rolled out 2 new websites on the SF
community's platform
• Using Demandbase to drive our GDPR
functionality
Problem we’re trying to solve
• How do we help sales be even more
successful?
TARA QUEHL
Sr. Marketing Automation Manager
Joined WI in 2018
Joined Fidelity in 2013 Participant>B2B
Re-Org in 2019
Late 2019 began
supporting the Core
Market for WI

35. Fidelity internal use only.
WI Marketing ABM Timeline
35
NewWebsiteLaunch
UseCase#1Launch
Data-driven
vs 3
rd
Party list Pilot
Planningfor2020RenewedInterest
Begin
Targeting
Discussions
Website
Personalization
Website
Consolidation
PaidMedia
2.0
APR ‘19 Q4 ‘19 MAY ‘20
Conversion
Solution
Im
plem
entation
MAR
‘20
JAN
‘20
APR
‘20
MAY
‘20
JUN
‘20
JUN
‘20
APR
‘19
MAY
‘19
CRAWL WALK RUN

36. Fidelity internal use only.
Tips for getting ABM buy-in
36
How do all boats rise?
2020 Goal: Provide tools that unleash the full potential of our associates to sell and
service into the future.
Extend our initial ABM work to build a transformative ABM process, aligning Sales & Marketing to enable a
sophisticated program that delivers on business goals
Strategic Partnership Targeting Sales Enablement Measurement Lead Process
Extend Kepler support as
ABM expert and help
internally align both
Marketing & Sales
Kepler to provide ABM
learning day in partnership
with Fidelity team
One to Many ABM
Campaigns to Drive demand
and lead gen
One to Few ABM Campaigns
to drive leads from priority
account lists
Sales Collaboration Pilot
(call list, intel delivery, etc.)
Custom Datorama
dashboard for tracking full
funnel campaign metrics
Development of Marketing
& Sales Lead Delivery and
tracking process
Development of Digital
Sales Intelligence delivery
process
• Find Champions and advocates
• Use data to support the value
• Spread the word through learning sessions

37. Fidelity internal use only.
Q4 2019 Pilot
37
Through a connected ABM experience
Display
Ads
Sponsored
Content
InMail
InMail
Lead Form
B2B Website
ABM
Dashboard
Value
Prop
Relevant ABM
targeting list(s)
Set-up/ and
bought
Ads served to
employees in target
accounts
Driving to B2B/Advisor
Prospect Sites or lead
form
Performance data pushed to
campaign dashboard
Messaging
/Creative
CTA
CTA
Demandbase

38. Fidelity internal use only.
What did we learn?
38
The good and the not so good from our pilot
Hypothesis
• Measure the value of 1st vs. 3rd party data for list development in the first ever WI ABM lead-gen approach leveraging both
sponsored content & display tactics
The Demandbase list outperformed in 5/6 measurement categories
Reach, Visited, Cost per Account Visited, Engaged Account*,Cost per Account Engaged
ALL leads came from InMail
Sales & Marketing should align on campaign goals, targeting, measurement, & lead handoff
process – which are key factors for an ABM program’s success

39. Fidelity internal use only.
2020………….
39
Where do we go from here?
Personalization Conversion Paid Media Measurement
Leverage Demandbase Engagement solution to
customize landing page by industry for increased
page views, time on site, & funnel velocity
Empower sales team with Demandbase
insights on target account activity & interest
where they spend their time (E-mail &
Salesforce)
Further refine marketing strategy to send
specific messaging based on where target
accounts are in sales funnel
Push Salesforce deal info to Demandbase
platform to measure ABM impact on deal size
& velocity

40. © 2018 DEMANDBASE SLIDE 40
Expert ABM Certification
Applying ABM during an interactive, case study
workshop to blend 1:1, 1:few & 1:many strategies in
complex decision structures. (in-person only)
3
Advanced ABM Certification
Best practices for ABM practitioners on topics
including budgeting, target account lists, metrics,
reporting and better alignment. (online & in-
person)
2
ABM CERTIFICATIONS – LEARN ON YOUR TERMS
Foundations ABM Certification
Learn the importance of ABM and the groundwork
to get you started on the path to success.
(online only)
1
FREE CODES
ABMSUCCESS
CAREERGOALS

41. Q & A

42. THANK YOU