As a high-growth marketer, you get Account-Based Marketing. You understand that time and budget are limited resources. You also know that proving marketing ROI may come through a hodgepodge of Google Analytics, Excel vlookups, and a lot of elbow grease. So how do you juggle all this to build out a successful ABM strategy? Join Demandbase and Optymyze, a leader in Sales Performance Management (according to Gartner Magic Quadrant), as we delve into how high-growth organizations are tackling ABM adoption. We’ll take a look at how Optymyze increased account engagement by 54% with ABM and Demandbase solutions. In this webinar, you’ll learn how to implement an effective ABM strategy by: - Aligning website personalization with ad campaigns - Measuring brand reach and engaged accounts - Providing a tailored target account list - Consolidating your ABM data sources into a single source of truth

1. THREE WAYS HIGH-GROWTH
ORGANIZATIONS CAN DRIVE ABM RESULTS
Renny Fidlon | VP, Marketing | Optymyze
Mimi Rosenheim | Senior Director, Web Marketing | Demandbase

2. © 2018 DEMANDBASE｜SLIDE 2
TODAY’S PRESENTERS
MIMI ROSENHEIM
Senior Director, Web Marketing
Demandbase
RENNY FIDLON
VP, Marketing
Optymyze

3. AGENDA
§ The impact of ABM
§ How to get started with ABM
§ Case study: Demandbase
§ Case study: Optymyze
§ Q&A

4. © 2018 DEMANDBASE｜SLIDE 4
YOU’RE ON A WILD RIDE
EXPONENTIALLY
RISING GOALS
WEALTH OF IDEAS CONSTANT
PRODUCT
INNOVATION

5. © 2018 DEMANDBASE｜SLIDE 5
MEASURING MARKETING PROGRAMS
SEO
Field
Marketing
Direct Mail SEM
Website
Marketing
Automation/
Outbound
Advertising
Events Social
Media
Content
Syndication
RANKING
AUTHORITY
REG
ATTEND
RESPONSE
CTR
CPC
OPENS
CTR
CPM
CTR
CPC
REG
ATTEND
LIKES
FOLLOWS
RETWEETS
LEADS
VISITS
BOUNCE
PG/SESS
CONV

6. © 2018 DEMANDBASE｜SLIDE 6
CONSOLIDATE YOUR VIEW
NEW NAMES
INQ
MQL
OPPORTUNITIES
PIPELINE
CLOSED/WON
RETAINED
ANONYMOUS ENGAGEMENT

7. © 2016 DEMANDBASE / SLIDE 7
THE IMPACT OF ABM
3.89
3.81
4.12
4.15
3.70
4.23
4.44
4.17
4.18
4.30
4.32
4.38
4.39
4.87
1 2 3 4 5
Customer Retention Rate
Initial Contract Value
Close Rate
Return on Sales &
Mktg. Investment
Upsell/Cross-sell
Overall LTV
Alignment Between
Sales & Marketing
1 yr+ <1yr
TOPO: ABM State of the Market
ABM provides much
greater benefit than
traditional approach
ABM and
traditional
are same
Traditional
approach benefit
is much greater
ABM BENEFITS
INCREASE OVER TIME
The Benefits Of ABM vs. Traditional
Marketing are more Pronounced as
you Scale your Efforts

8. © 2018 DEMANDBASE｜SLIDE 8
WHERE DO YOU START?
My target
account list isn’t
consistent
(or doesn’t exist)
Leads aren’t
converting
(and/or velocity
is too slow)
I send leads
but sales takes
forever to act
(if ever)

9. © 2018 DEMANDBASE｜SLIDE 9
SHIFTING (OR NON-EXISTENT) TARGET ACCOUNT LIST
PROBLEM
Opinion-driven vs.
Data-driven
decision making
SOLUTION
Understand who
is coming to your
site
Use data to drive
account selection
IMPLEMENT
ABM dashboard
and data to enrich
current analytics
platforms
Account selection
tool
RESULT
Marketing
performance
reports that align
with sales goals

10. © 2018 DEMANDBASE｜SLIDE 10
STEP 1: SELECT YOUR ACCOUNTS

11. © 2018 DEMANDBASE｜SLIDE 11
STEP 2: MEASURE EFFECTIVENESS

12. © 2018 DEMANDBASE｜SLIDE 12
IGNORED LEADS
PROBLEM
Sales doesn’t find
leads valuable
SOLUTION
Focus resources
on driving leads
only from
companies they
find valuable
IMPLEMENT
Account-based
targeting and re-
targeting and
personalization
RESULT
Air cover for sales
and higher quality
leads

13. © 2018 DEMANDBASE｜SLIDE 13
REAL AUDIENCES, REAL VALUE
?
Traditional B2B advertising Account-Based targeting

14. © 2018 DEMANDBASE｜SLIDE 14
DYNAMIC, PERSONALIZED AD CREATIVE
GENERAL COMPANY-TARGETED
Company Name
Tesla
Industry
Healthcare
Company Size
Enterprise
Creative is for demonstration purposes only. Not a case study.
21 custom attributes are available for personalization.
Learn More
COMCAST
BUSINESS
DRIVES
BUSINESS
Learn More
SEE HOW OTHER
ENTERPRISE
COMPANIES
DRIVE BUSINESS
Learn More
SEE HOW
HEALTHCARE
IS DRIVING
BUSINESS
Learn More
TESLA,
EVER WONDER
WHAT IT’S LIKE TO
SIT ON A CLOUD?

15. © 2018 DEMANDBASE｜SLIDE 15
AD CREATIVE TAILORED TO SALES STAGE
GENERAL LIFECYCLE SEGMENTATION
Conversion
Bottom of funnel
Engagement
Mid-funnel
Awareness
Top of funnel
Creative is for demonstration purposes only. Not a case study.

16. © 2018 DEMANDBASE｜SLIDE 16
UNCONVERTED OR SLOW-MOVING LEADS
PROBLEM
Messages are
missing the mark
or timing is wrong
SOLUTION
Use what’s
happening in the
account to inform
when and how
you engage
IMPLEMENT
Immediate,
actionable
insights where
sales lives
RESULT
Sales is equipped
with the right info
at the right time

17. © 2018 DEMANDBASE｜SLIDE 17
THE RIGHT KINDS OF INSIGHTS
Web Engagement
Hot Contact + Talking Points
Real Time Intent

18. © 2018 DEMANDBASE｜SLIDE 18
CASE STUDY: 1ST YEAR DEMANDBASE RESULTS
MQL SAL PIPELINE CLOSE
82%
49%
24%
96%
64%
42%
ñ17%
ñ51%
ñ75%

19. CASE STUDY
RENNY FIDLON, VP OF MARKETING
OPTYMYZE

20. Redefining
ABM

21. 21
Who is Optymyze
Revolutionizing Sales Operations

22. 22
Benefits
• Efficiency – Pay reps faster
• Accuracy – Reduce overpayments
• Productivity – Automate business processes
• Alignment – Align compensation with corporate goals
• Transparency – Reduce disputes and build trust
• Compliance – Maintain an audit trail
• Insights – Data management and analytics

23. 23
Our Experience
Extensive Experience
• Over 1,000 engagements
Deep expertise
• 250+ experts in sales ops
Industry leading solutions
•Recognized by analysts
Global operations &
support
• 24/7 global support
Strong market validation
• 12 Month Growth >150%

24. 24
HOW DID WE GET HERE?
Our ABM Journey

25. 25
Challenges
• Lead volume
• Lead quality
• Target account selection
• Target account prioritization
• Success metrics
Why choose ABM

26. 26
Step 1
• Sales-source target account list
• Weekly engagement reports
• ABM campaigns
On our ABM Journey

27. 27
The Stumble
• Not scalable
• Ballooning TAL
• Reactive
• Arbitrary
On our ABM Journey

28. 28
ALL IN ON ABM

29. 29
Ideal Customer Profile
250+ Salespeople

30. 30
Total Addressable Market
LinkedIn Sales Navigator

31. 31
Segmentation
Segment into A, B, & C Accounts
A
1000+
Sales People
B
250-999
Growing Sales
Department
C
250-999
Shrinking Sales
Department

32. 32
TAM Everywhere
• CRM – Books of business
• Demandbase account selection tool
• Account-base advertising platforms
• Content syndication platforms
• Demandbase analytics
Target and Measure Against the Same Audience

33. 33
Measure Brand Reach
Demandbase Analytics

34. 34
Additional Segmentation
• Industry
• Persona
• Interest/product category
• Purchase intent
• Opportunity stage

35. 35
Purchase Intent
Demandbase Account Selection Tool

36. 36
Opportunity Stage
Potential Engage Develop Qualify Discover Propose Shortlist Contract Signature
Pre-Pipeline
Pipeline
Acceleration

37. 37
Some Results

38. 38
Pipeline Acceleration Campaign
Industry Specific Case Studies

39. 39
Website Personalization
• 54% of accounts visited
• 37% lifted accounts
• 396% increase in page views
Align website experience with advertising campaigns

40. 40
Key Takeaways
• Total Addressable Market (TAM)
• Reach vs. Waste
• Segmentation
• No clicks
Thank you!
fidlon@optymyze.com

41. Q&A