END-TO-END ABM Peter Isaacson CMO, Demandbase FROM IDENTIFICATION TO CLOSED BUSINESS Aman Naimat Founder, Spiderbook
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END-TO-END ABM Peter IsaacsonCMO, Demandbase
FROM IDENTIFICATION TO CLOSED BUSINESS
Aman NaimatFounder, Spiderbook
2
The sales and marketing divide
MARKETING SALES
LeadsPersonasQuantity
Individuals
OpportunitiesBuyers/Influencers
QualityAccounts
3
The sales and marketing divide
MARKETING SALES
LeadsPersonasQuantity
Individuals
OpportunitiesBuyers/Influencers
QualityAccounts
4
What’s Broken in B2B?
Sales & Marketing Alignment
The Waterfall BANT Metrics/Attribution
5
Account-Based Marketing
Identify the companies most likely to buy, and then market to them
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Account-Based Marketing
Identify the companies most likely to buy, and then market to them
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The Evolving Sales Cycle
OLD MODEL
• Marketing generated leads• Passed MQLs to Sales• Success based on lead volume• Marketing’s work done at MQL
SALESMARKETING
NEW MODEL
• Sales gets involved earlier in cycle• Marketing stays involved later in cycle• Marketing and sales are partners• Success based on pipeline/revenue
SALESMARKETING
BUYER JOURNEY
BUYER JOURNEY
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“Account-Based Marketing” search
interest
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Tiers of Account-Based Marketing
5-50 accounts
10000+ accounts§ Broad lead gen§ Focus on volume and qualification§ Minimal personalization
ABM
Traditional Demand Gen
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Tiers of Account-Based Marketing
5-50 accounts
10,000+ accounts
ABM
Traditional Demand Gen
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Tiers of Account-Based Marketing
5-50 accounts
50-5,000 accounts
10,000+ accounts
ABM
ABM at Scale
Traditional Demand Gen
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Attract Engage Convert Measure
Traditional B2B Marketing
13
Close Grow
Account-Based Marketing
Attract Engage Convert Measure
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Why identify accounts?
Source: US Census Bureau
U.S. Businesses:
28 million>1 Employee:
6 million$10M+:
200,000$100M+:
20,000$1B+:
2,000
…most B2B companies should target 1,000-3,000 accounts total
15
Challenges
Need agreement between Marketing and Sales
Requires industry expertise
Shift in thinking: hasn’t been done before
Lack of data and insight
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How to Evaluate Accounts
Hiring Patterns
Social Proof
References Firmographics
Recent Deals
Financial Filings
Interests Similar Ecosystem
Buying Team
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Attract Your Target Accounts
Engage broad tactics in an effort to attract
eventual customers.
Proactively seek out your target accounts to get them to engage
with you.
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Engage and Nurture with Personalization
Target Accounts
Website Content
Email Campaigns
SocialEvents
Direct Mail
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Identifying the Buying Committee
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Insights
Accounts & Buyers
Financial Insights• Financial Reports• Growth• Revenue Targets• Competition
Goals• Next quarter/year• Expansion: new product offerings
Business Relationships• Common Partners/Competitors• Customers• Influencers
Personal Insights• Behavioral Signals• Conference attendance, blog/social
presence, presentations, patents…
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Measuring Success
CAMPAIGN PERFORMANCE
BUSINESS IMPACT
Click Through RatesImpressions/CPMs
Web TrafficUnique Visitors
ConversionsInquiries
MQLs
OpportunitiesPipeline
Close RatesACV
Funnel VelocityTarget Account Activity
LiftRetention & Upsell
VS
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