Optimizing Success with Account-Based Marketing: How Veracde Engaged 50% of Targeted Accounts

©2014 Copyright Demandbase, Inc. Demandbase Confidential.

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John DeringDirector, Marketing ProgramsDemandbase

Optimizing Success with Account-Based Marketing:How Veracode Engaged 50% of Targeted Accounts

Patty Foley-ReidDirector, Demand GenerationVeracode


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B2B Marketers face several challenges


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Attract the right audience1


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Attract the right audience1 82% of B2B website visitors are not potential customers


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Engage with the right content

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82% of B2B website visitors are not potential customers


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2


60% of website visitors bounce w/o interactionafter one page


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2

Produce better leads3




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2




97% of website visitors ignore calls-to-action and remain unknown


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2


Understand whether programs are working, and prove ROI

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2


Understand whether programs are working, and prove ROI

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67% of CMOs struggle to prove the long-term impact of spending


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Marketing funnel activity is disconnected

ATTRACT

CONVERT

ENGAGE


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ATTRACT

ENGAGE

CONVERT

Marketing funnel activity is disconnected

MEA

SU

RE


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Misaligned priorities create a chasm

MARKETING SALES

Leads

Personas

Quantity

Individuals

Opportunities

Buyers/Influencers

Quality

Accounts


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Focus on what matters: Accounts

Identify the right

accounts

Market to those

accounts

Measure by

accounts

STEP 1 STEP 2

STEP 3


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Targeting accounts is optimal for B2B

Focuses on best opportunities1

Builds consensus across buying team2

Supports the Sales reality3

Delivers optimal, customer-centric experiences4

Tie Marketing programs directly to revenue5


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The Reality of ABM Adoption

Source: SiriusDecisions - 2015 State of Account-Based Marketing Study


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92%

Recognize the value of Account-Based Marketing


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92% 52

%

Have have at least a pilot in

place


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92% 52% 20% Have ABM

programs older than 1 year


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92% 52% 20%

Account-Based Marketing is here to stay. Now is the time to get started!

How to Optimize Results with an ABM Strategy

Patty Foley-ReidDirector, Solutions Marketing and Demand [email protected]@pattyfoleyreid

mailto:[email protected]

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Business Development

Marketing to Sales Handoff

High Value Activities

Sales

Number of Deals Won

Revenue

Sales

Number of Opportunities

Opportunity Value

Marketing

Inbound Outbound

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Sales

Number of Deals Won

Revenue

Sales


Opportunity Value

Marketing

Inbound Outbound

Accelerate Sales Cycle

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Sales

Number of Deals Won

Revenue

Sales


Opportunity Value

Marketing

Inbound Outbound


Increase Volume

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Sales

Number of Deals Won

Revenue

Sales


Opportunity Value

Marketing

Inbound Outbound


Increase Volume

Impact Bottom Line

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RESULTING IN GROWTH OF INCREMENTAL NET NEW NAMED ACCOUNT PIPELINE

2013 2014

Incremental Pipeline

Marketing Activities

83% increase

52% increase

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WITH SOFTWARE INNOVATION COMES RISK

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WITH SOFTWARE INNOVATION COMES RISK

…and many others

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Target SMALL!Grow BIG!

CEO CMO

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WhoWeTarget

BEFOREBroad Focus

AFTERNarrow Focus

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ADVERTISE TO <1000 ACCOUNTS?

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PJA ad agency IDG Research

OnCorps Consulting Platform

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THE PLAN280 accounts (suspects & prospects)

3 month “Assessment Page” campaign

Security articles in “executive-type” news outlets

A/B test industry and company names

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Advertising campaign Landing page

Answer 5 questions Sign-in to get report Email pdf

BizDev team follow-up about results

Marketo Salesforce

OnCorps

Drupal

THE PROCESS

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Advertising campaign Landing page

Answer 5 questions Sign-in to get pdf Email pdf

226 90 9 0

BizDev team follow-up about results

YIKES!!!

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Account-Based Marketing is not a linear process

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Advertising campaign

THE MISSING STORY

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THIS CAMPAIGN WAS A HUGE SUCCESS

38% of Suspects were net new visitors

144 accounts lifted

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NET NEWNAMED ACCOUNTLAND

THIS CAMPAIGN WAS A HUGE SUCCESS

PASSED INTELLIGENCE

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RETHINK

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RETHINK

From Passing Leads To Passing Intelligence

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RETHINK

From Passing Leads To Passing Intelligence

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Sales

Number of Deals Won

Revenue

Sales


Opportunity Value

Marketing

Inbound Outbound

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Sales

Number of Deals Won

Revenue

Sales


Opportunity Value

Marketing

Inbound Outbound


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Sales

Number of Deals Won

Revenue

Sales


Opportunity Value

Marketing

Inbound Outbound


Increase Volume

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Sales

Number of Deals Won

Revenue

Sales


Opportunity Value

Marketing

Inbound Outbound


Increase Volume

Impact Bottom Line

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RESULTING IN GROWTH OF INCREMENTAL NET NEW NAMED ACCOUNT PIPELINE

2013 2014

Incremental Pipeline

Marketing Activities

83% increase

52% increase

How to Optimize Results with an ABM

Strategy

Patty Foley-ReidDirector, Solutions Marketing and Demand [email protected]@pattyfoleyreid

mailto:[email protected]


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John DeringDirector, Marketing [email protected]

Optimizing Success with Account-Based Marketing:How Veracode Engaged 50% of Targeted Accounts

Patty Foley-ReidDirector, Demand GenerationVeracode

Optimizing Success with Account-Based Marketing: How Veracde Engaged 50% of Targeted Accounts

Marketing

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right audience1

right content2

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