Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Account-based Marketing

1,100 views

Published on

Account-based Marketing is a B2B strategic approach that focuses sales and marketing efforts on targeted accounts.

Don’t miss out on learning more about this new B2B trend.


Published in: Marketing
  • Be the first to comment

Account-based Marketing

  1. 1. Thanks for joining us today! W E B I N A R S E R I E S
  2. 2. Hello! Peter Isaacson Chief Marketing Officer Demandbase Ritesh Patel EVP, Chief Digital Officer Ogilvy CommonHealth Worldwide Rob Blackie Director of Social at Ogilvy
  3. 3. Tell us where you’re dialing in from! What’s the weather like in your city?
  4. 4. Want this deck? It will be available for download shortly after the webinar on: slideshare.net/socialogilvy Ogilvy staff: It’s also on The Market! themarket.ogilvy.com Are you on the go? You can join our webinars on mobile, too! Download the GoToWebinar app from the App Store or Google Play
  5. 5. TRADITIONAL DEMAND GEN IS BROKEN © 2016 DEMANDBASE # 5 Website visitors aren’t potential customers 82% Website visitors bounce after one page 60% Website visitors never fill out a form 97% CMOs struggle to prove impact of spending 67% Demandbase, Marketo, Adobe, CMO Survey
  6. 6. © 2016 DEMANDBASE|SLIDE 6 MARKETING SALES Leads Personas Quantity Individuals Opportunities Buyers/Influencers Quality Accounts MISALIGNED PRIORITIES CREATE A CHASM
  7. 7. © 2016 DEMANDBASE|SLIDE 7 MARKETING AND SALES ROLES CHANGE OLD MODEL MQL CLOSE IDENTIFY MARKETING SALES MARKETING SALES CLOSE NEW MODEL IDENTIFY
  8. 8. A NEW PATH FORWARD WITH ABM
  9. 9. © 2016 DEMANDBASE|SLIDE 9 Identify the companies most likely to buy, and then market to them ACCOUNT-BASED MARKETING
  10. 10. © 2016 DEMANDBASE|SLIDE 10 Identify the companies most likely to buy, and then market to them ACCOUNT-BASED MARKETING
  11. 11. © 2016 DEMANDBASE|SLIDE 11 ABM MEDIA COVERAGE 0 200 400 600 800 1000 1200 1400 1600 1800 2000
  12. 12. © 2016 DEMANDBASE|SLIDE 12 Focuses ON BEST OPPORTUNITIES Connects MARKETING TO REVENUE Supports SALES REALITY Delivers CUSTOMER CENTRIC EXPERIENCEE WHY ACCOUNT-BASED MARKETING? ABM
  13. 13. © 2016 DEMANDBASE|SLIDE 13 TIERS OF B2B MARKETING Strategic Accounts 5-50 accounts Target Account List 50-5,000 accounts Total Addressable Market 10,000+ accounts ABM ABM at Scale Traditional Demand Gen Technology
  14. 14. © 2016 DEMANDBASE|SLIDE 14 ABM MATURITY MODEL Metrics and Goals Alignment Operational Alignment Philosophical Alignment SALES & MARKETING ALIGNMENT TARGET ACCOUNTS MARKETING PROGRAMS MEASUREMENT Positioning/Attribute Targeting Company Size or Industry Targeting Sales Cycle Targeting Analog and Digital Full Funnel Bottom of the Funnel /Lead Generation Full Funnel Digital Business Outcomes Campaign Performance Revenue Performance TIER1TIER2TIER3 ABM Maturity Model MATURITY
  15. 15. © 2016 DEMANDBASE / SLIDE 15 THE IMPACT OF ABM ABM provides much greater benefit than traditional approach ABM and traditional are same Traditional approach benefit is much greater 3.98 4.00 4.02 4.14 4.20 4.31 4.64 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 ABM OUTPERFORMS TRADITIONAL METHODS B2B marketers are realizing greater benefits from ABM across multiple areas TOPO: ABM State of the Market
  16. 16. © 2016 DEMANDBASE / SLIDE 16 THE IMPACT OF ABM 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 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 1 yr+ <1yr Alignment between Sales & Marketing Overall LTV Initial Contract Value Return on Sales & Mktg. Investment Upsell/Cross-sell Customer Retention Rate Close Rate ABM BENEFITS INCREASE OVER TIME The benefits of ABM vs. traditional marketing are more pronounced as you scale your efforts
  17. 17. © 2016 DEMANDBASE / SLIDE 17 THE DEMANDBASE DIFFERENCE COMPREHENSIVE ABM PLATFORM The only comprehensive set of solutions purpose built for the account-based needs of B2B MEASURE CLOSE CONVERT ENGAGE IDENTIFY ATTRACT
  18. 18. © 2016 DEMANDBASE # 18 DATA & AUDIENCE MANAGEMENT PLATFORM IP, AI & MACHINE LEARNING TECHNOLOGY COMPREHENSIVE ABM PLATFORM ATTRACT Account-Based Advertising Account-Based Retargeting ENGAGE Website Personalization CONVERT Forms, ABMA, Live Chat CLOSE Account-Based Sales Development IDENTIFY Account Identification MEASURE Web Analytics, Performance Manager Demandbase Action
  19. 19. © 2016 DEMANDBASE|SLIDE 19 HOST ANALYTICS INCREASES OPPORTUNTIES WITH ABM MORE TARGET ACCOUNTS ENGAGED WITH WEBSITE LIFT IN VISITS FROM TARGET ACCOUNTS VISITOR-TO-FORM-FILL RATE2x FULL SUITE OF DEMANDBASE ABM SOLUTIONS DRIVE SUCCESS ACROSS THE FUNNEL 42% 134
  20. 20. © 2016 DEMANDBASE|SLIDE 20 VERACODE REDUCES SALES CYCLE BY 66% LIFT FROM ACCOUNTS WITH NO PREVIOUS ENGAGEMENT FROM FORTUNE 500 COMPANIES DECREASE IN SALES CYCLE66 % 50 % ACCOUNT-BASED ADVERTISING AND ANALYTICS LEVERAGED TO ATTRACT AND ENGAGE FORTUNE 500 ACCOUNTS 100%
  21. 21. © 2016 DEMANDBASE|SLIDE 21 THERMOFISHER SCIENTIFIC EXPERIENCES 17% YOY GROWTH YEAR OVER YEAR REVENUE GROWTH17% REVENUE GROWTH IN TOP 150 ACCOUNTS2x INCREASE IN CONVERSION 6.5% INCREASE IN ENGAGEMENT 5.6% ACCOUNT-BASED ANALYTICS LEVERAGED TO INCREASE ENGAGEMENT AND REVENUE REDUCTION IN BOUNCE RATE 7.7%
  22. 22. © 2016 DEMANDBASE|SLIDE 22 DEMANDBASE FUNNEL METRICS- DB3K vs NON DB3K 57% 19% 97% 61% 37% ñ7% ñ99% MQL SAL PIPELINE CLOSE
  23. 23. © 2016 DEMANDBASE|SLIDE 23 DEMANDBASE BUSINESS METRICS- DB3K vs NON DB3K Sales Team Close Rate ACV Funnel Velocity Enterprise +174% +45% +10% Mid Market +110% +35% +48% Advertising +131% +1% +8%
  24. 24. Questions? Peter Isaacson Chief Marketing Officer Demandbase Ritesh Patel EVP, Chief Digital Officer Ogilvy CommonHealth Worldwide Rob Blackie Director of Social at Ogilvy

×