#SPS2015 The New Normal: Account-Based Selling Meets Account-Based Marketing SPONSORED BY:
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#SPS2015
The New Normal: Account-Based Selling Meets
Account-Based Marketing
SPONSORED BY:
#SPS2015
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Demand Gen Report: @DG_Report
Andrew Gaffney: @agaffney
Demandbase: @Demandbase
John Dering: @D_Rang
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Panelists
John Dering
Director, Marketing Programs
Demandbase
@D_Rang
MODERATOR: Andrew Gaffney Editor, Demand Gen Report
The New Normal: Account-Based Selling Meets Account-Based Marketing
John Dering Director, Marketing Programs Demandbase @D_Rang
Question 1
What part of the
organization are you in?
GOOD NEWS Marketers can measure everything
BAD NEWS We’re measuring the wrong things
What we like to
Measure
Click Through Rates
Impressions/CPMs
Web Traffic
Unique Visitors
Conversions
Inquiries
MQLs
Evolution of B2B Marketing
1995 2000 2005 2010
Drive Traffic Going digital:
Website and ads
Funnel
Optimization
Why are we
focused on
THESE
METRICS?
Because…
• They are easy
• it’s what we know
• we can control them
• we confuse
measurement for goals
What we like to
Measure
Click Through Rates
Impressions/CPMs
Web Traffic
Unique Visitors
Conversions
Inquiries
MQLs
How we should
Measure our performance
Opportunities
Pipeline
Close Rates
ACV
Funnel Velocity
Target Account Activity
Lift
Retention And Upsell
Measure everything But set goals on
business impact
We focus on quantity
instead of quality
Question 2
What is your awareness of
Account-Based Marketing?
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 20
Account-Based Marketing
Identify the
companies most
likely to buy, and
then market to
them
Why Account-based
Marketing?
Focuses on
best
opportunities Delivers
customer-centric
experience
Supports
Sales reality
Connects
Marketing
to revenue
Evolution of Account-Based Marketing
1995- 2005 2005-2012 2012>>>
• Limited in scale
(25-50 accounts)
• Field Mktg centric
• Analog in approach
• Improved scale
• Email centric
• Industry focused
• Post hand raise
• Reactive
• Fully scalable
(5000+ accounts)
• Full funnel
• Multiple targeting
options
• Pre hand raise
• Proactive
What drove the change?
IP Targeting
Account-based, real time bidders
Real time customization
More bandwidth/faster speeds
DMPs
Frustrated B2B Marketers
More
marketers are
AWARE of ABM
of B2B companies are
aware of ABM.
75%
of marketers say that
ABM delivers higher
ROI than any other
marketing approach.
84%
of B2B companies
employing ABM plan to
increase their ABM efforts
over the next 12 months.
72%
of B2B companies
employing ABM plan to
invest more in technology
over the next 12 months.
61%
More
marketers are
USING ABM
of B2B marketers
employing ABM
stated they are
aligned with sales.
91%
of B2B companies said
Account-Based
Marketing has an impact
on marketing’s success.
96%
More
marketers are
having
SUCCESS with ABM
Getting
Started
with ABM
Getting Started with ABM
Align sales
and marketing Identify
target accounts
Develop ABM
Marketing Plan
Measure
Align
Sales and
Marketing
Philosophical Alignment
Shared belief in an
account-based approach
Commitment to collaboration
Operational Alignment
Target account list selection
Metrics and goals
Planning and cadence execution
Question 3
How aligned are your sales
& marketing organizations?
Identify Target Accounts
Prospects
Customers
Partners
Prospects
Prospects
Customers
Partners
Prospects
Pharma
Manufacturing
FSI
Prospects
Named
Key Verticals
Strategic
Prospects
Northeast
South Midwest
West
Prospects
Early Stage Pipeline
Closed/Lost
Late Stage Pipeline
Prospects
Enterprise
Mid Market
SMB
Customers
Prospects
Customers
Partners
Customers
Prospects
Customers
Partners
Customers
Upsell
Churned
Retention
Customers
Product 1
Product 2
Product 3
Develop ABM Marketing Plan
Awareness
• Account-based advertising
• Syndicated content
• Events/Tradeshows
Engagement
• Website personalization
• Webinars
• Social
• Case studies
Conversion
• Forms/Chat/Sales Accelerator
• Field Events
• Contact Me
Analog and Digital
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
-12 -11 -10 -9 -8 -7 -6 -5 -4 -3 -2 -1 0
Months Before MQL
Field Marketing
Contact Me / Demo Request
Webform
Webinar
Event
Marketing Impact- Pre MQL
Measurement
Measure across the funnel
Connect everything to revenue
Measure everything, but set
goals on business drivers
Course correct your plans and
spend based on results
Prospects
Customers
Pipeline
Transpor’tion
Food & Bev
Entert’ment
Account Type
Industry
Full Funnel approach:
Attract: Account-based advertising
Engage: Website personalization
Convert: Forms
Measure: Website analytics
Results
74% YOY Increase in marketing
generated pipeline opportunities
Target Accounts
200 accounts across industries, including automotive,
consumer electronics, medical and manufacturing.
Full Funnel approach:
Attract: Account-based advertising
Engage: Website personalization
Convert: Forms
Measure: Website analytics
Results
156% increase in opps for automotive
54% increase in opps for CE
Industry Type
Consumer Electronics
MFG
Medical
Automotive
Industry Type
YOY Pipeline Opps
Financial: +90%
Technology: +150%
Business Services: +200%
Medical: +250%
Financial
Business Services Medical
Technology
Demandbase Funnel Metrics
MQL SAL PIPELINE CLOSE
82%
49%
24%
96%
64%
42%
17%
51%
75%
Demandbase Business Metrics
Sales Team Close Rate ACV Funnel Velocity
Enterprise +285% +35% +2%
Mid Market +166% +40% -20%
Advertising +57% +31% +65%
Thank you!
John Dering Director, Marketing Programs Demandbase @D_Rang
#SPS2015
Q&A \\ Panelists
John Dering
Director, Marketing Programs
Demandbase
@D_Rang
MODERATOR: Andrew Gaffney Editor, Demand Gen Report
#SPS2015
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