Dgr sps16 demandbase-final-deck-fv
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Transcript of Dgr sps16 demandbase-final-deck-fv
#SPS16
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AndrewGaffney:@agaffneyDemandbase:@demandbaseNaniJansen:@nannekej
FullCircleInsights:@fc_insightsAlexKrawchick:@krawchick
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FeaturedSpeakers
AlexKrawchickSeniorDirector,Analytics&ProductManagement
FullCircleInsights
@krawchick
NaniJansenSeniorManager,MarketingOperations
Demandbase
@nannekej
MODERATOR:AndrewGaffneyEditorialDirectorDemandGenReport
AGENDA
HOW DO YOU GET YOUR DATABASE READY FOR ABM
HOW DO YOU CREATE AND TRACK A TARGET ACCOUNT LIST
HOW DO YOU DETERMINE GOALS
HOW DO YOU SET YOURSELF UP FOR SUCCESS
HOW DO YOU MEASURE PERFORMANCE
HOW DO YOU ENABLE YOUR SALES TEAM
@Demandbase
© 2016 Copyright Demandbase
DEMAND GEN EVOLUTION
THEN NOW
VOLUME QUALITY BUSINESS METRICS
low conversion quality data high conversionIncomplete data
VANITY METRICS
© 2016 Copyright Demandbase
CHALLENGES
POOR TRANSLATION marketing investment not tied to revenue1
2 LOSING LEADS Sales won’t follow up on poor leads
x
x
© 2016 Copyright Demandbase
SMARTER
Collaboration vs. Conflict
Quality vs. Quantity
Efficiency vs. Wastefulness
Proactive vs. Reactive
Intelligence vs. Leads
You are on the right track when
© 2016 Copyright Demandbase
COST OF BAD DATA
Poor Customer Data Costs $611 Billion per year for U.S. Firms
of Average Database Contains Critical Errors
More Revenue can be Generated from Quality Data
UP TO
25%UP TO
70%
SOURCE: Celsius INT – Sirius Decisions -Gartner
© 2016 Copyright Demandbase
THE 1-10-100 RULE
To Prevent
To Correct
To Do Nothing
COSTS TO THE COMPANY…
© 2016 Copyright Demandbase
STATE OF THE DATABASE
Prioritize WHAT you need to do and WHERE your problems are
How many accounts/contacts do you have?
Is the relevant data structured and organized so that you can market them??
© 2016 Copyright Demandbase
TIPS FOR YOUR TARGET ACCOUNT LIST
§ Identify the accounts in your CRM§ Validate relevant data (firmographics
contacts, etc.)§ Push data between CRM and MAS§ Create flexibility: system for adding and
removing target accounts
The tactical step after building your list is to identify it in CRM
© 2016 Copyright Demandbase
SET SPECIFIC GOALS
The size of the account might lead to different goals
© 2016 Copyright Demandbase
STANDARDIZING DATA
§ Low hanging fruit to make conversion easier.
§ Useful for segmentation, lead scoring, lead routing and sales enablement.
ABM & Forms
© 2016 Copyright Demandbase
CREATE A TARGET ACCOUNT LIST
\\\
\\\\\\\\\\\\\\\
Secure agreement from ABM
Leadership Team
Verify and iterate with field sales
Update at regular
intervalsBuild an initial list
4321It’s A Collaborative Process
© 2016 Copyright Demandbase
HOW DO YOU TRACK IT
CheckboxesIdentify your account in SFDC to report and prioritize
Opportunity InfluenceThink about the full buyer experience to go beyond the first/last touch
© 2016 Copyright Demandbase
PLANNING FOR SUCCESS
Is it the right target account list?
What percentage of pipeline is on your target account list?
Why is xx% coming from outside of your target account? Do you need an audit?
© 2016 Copyright Demandbase
PLANNING FOR SUCCESS
How do your Target Account funnel metrics compare to your Non-Target Account metrics?
© 2016 Copyright Demandbase
PLANNING FOR SUCCESS
SamPeterKatie
RoryJustin
by SDR
by AE
by CSM
Target Account Distributions
© 2016 Copyright Demandbase
• % target account COVERAGE
• % target accounts TOUCHED
• % target accounts ENGAGED
• % target accounts IN SALES CYCLE
ACCOUNT ANALYTICS
© 2016 Copyright Demandbase
MEASURE PERFORMANCE
• Understand how Target Accounts are performing relative to one another
© 2016 Copyright Demandbase
REVENUE PERFORMANCE
BUSINESS OUTCOMES
Close Rates
ACV
Funnel Velocity
© 2016 Copyright Demandbase
© 2016 Copyright Demandbase
WHAT ABOUT CUSTOMERS?
ADVOCACYRENEWALONBOARDING
Lifetime Value
INFLUENCE
© 2016 Copyright Demandbase
ENABLE YOUR SALES TEAM
Look at the breakdown of teams• Who are you feeding?• What is the distribution?
How can you enable who you are feeding?• Reports, follow-up assets, email templates
How do you incorporate sales?• Feedback on quality of programs and accounts
© 2016 Copyright Demandbase
KEY TAKEAWAYS
• Determine and align goals with Sales
• Collaborate on target account list
• Track your list
• Measure success against goals
• Enable Sales with the right resources
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Q&A/Speakers
AlexKrawchickSeniorDirector,Analytics&ProductManagement
FullCircleInsights
@krawchick
NaniJansenSeniorManager,MarketingOperations
Demandbase
@nannekej
MODERATOR:AndrewGaffneyEditorialDirectorDemandGenReport