Next Level ABM: Delivering the RIGHT Leads

Next Level Account-Based Marketing: Generating the RIGHT Leads March 30, 2016 | 11am PT / 2pm ET Scott Vaughan CMO Integrate Peter Isaacson CMO Demandbase

©2016 Copyright Demandbase, Inc. Demandbase Confidential.

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Welcome

Peter Isaacson CMO, Demandbase @peisaacson

Scott Vaughan CMO, Integrate @ScottAVaughan


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Today’s Discussion

ABM Reality: We Can Do Better Operationalizing Account-Based Marketing Next Level ABM in Practice


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B2B Account-Based Marketing

Focus on the Goal (not the definition). Identify the companies most likely to buy, market to decision makers & develop new customers w/ sales.


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Where Are You on the ABM Journey?

Thinking about deploying/doing research

We are piloting ABM

We are in full deployment

ABM is so yesterday, I’m on to the next thing


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Everybody Thinks ABM is A Good Idea…

Account-Based Marketing: We Can Do Better


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ABM: Today’s Biggest Challenges

1.  Sales & Marketing Collaboration 2.  Identifying Accounts & Decision-

Makers 3.  Measuring Business Impact


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#1 Sales & Marketing Collaboration

MARKETING SALES

Leads Personas Quantity

Individuals

Opportunities Buyers/Influencers

Quality Accounts


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Now you have a solid base of target accounts:

§ How do I target high value accounts- even when still “anonymous”?

§ How do I identify accounts demonstrating buying signals

§ How do I generate new contacts/decision markers within the account?

#2 Identifying Accounts & Decision-Makers


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#3 Measuring Business Impact Campaign Metrics

Close Rates

ACV

Funnel Velocity

Target Account Activity

Opportunities

Pipeline

Closed Revenue

Available to Close

Business Outcomes

Impressions/CPMs

Click-through Rates

Web Traffic

Unique Visitors

Net New Names

Inquiries

MQLs


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Why Are You Deploying / Evaluating An ABM Strategy?

Current lead gen efforts have plateaued or aren’t working

Sales wants more qualified leads

My boss/colleagues think it’s a good idea It aligns with that, who and how we sell

Operationalizing Account-Based Marketing to Make it Work!

Insight to Action


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Building a Target Account List

Keep in mind: what sales WANTS and will be DYNAMIC

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Build an initial list (Marketing needs to contribute) Secure agreement from execs, sales & marketing stakeholders

Verify and iterate with field sales

Update at regular intervals


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VELOCITY: Automating & Shrinking the Buyer’s Journey UPFRONT


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Identify target accounts with buying signals Generate NEW, account-based leads to create and engage buyers Ensure data is accurate and 100% marketable for nurture and/or sales for opportunity follow-up Close the loop to measure & optimize ROI on ABM programs

Steps to Create Account-Based Leads


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Identify target accounts with buying signals



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Generate NEW, account-based leads to create and engage buyers



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Ensure data is accurate and 100% marketable for nurture and/or sales for opportunity follow-up



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Close the loop to measure & optimize ROI on ABM programs



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1. Identify the target accounts and those showing buying signals


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I’ve Identified Prospective Accounts, What Then?

I can: § Generate reach out/execute programs to my

existing database of contacts? § Alert sales to call all their contacts they know

within that account?

§ Or….


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2. Generate new target account-based leads to engage the buying committee


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3. Ensure all lead data is rich, accurate and 100% matched to in-market companies to accelerate opportunities


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4. Close the Loop for ROI on ABM programs

Case Study: Next Level ABM in Practice


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Shift to Account-Based Marketing

Off-Site Advertising

Identify the right accounts

Market to those accounts •  Account-Based Advertising •  Account-Based Lead Gen

Measure by accounts

Market to personas

Measure by media metrics

Siloed awareness and lead generation execution

Past Tactics ABM Tactics


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Deploy A Named Account Strategy Goals: alignment with sales, quality & conversion, campaign roll out with one story Before •  Multiple personas with a focus on the non linear buyer’s

journey •  Focus on omnipresent - everywhere to everyone After •  Grow toward less volume, more quality pipeline/speed

to conversion Surround specific accounts leveraging vendor partnership

•  Demandbase: high-level awareness •  Integrate: qualified leads •  Messaging: Consistent across advertising and

content syndication •  Change in strategy and reporting


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The Results

Top DemandBase/Integrate performers impacted:

Insurance Company •  Impressions: 3,536 •  CTR: 0.06% •  Leads: 5 •  Titles: InfoSec Architect,

Compliance Director

Financial Company •  Impressions: 5,586 •  CTR: 0.07% •  Leads: 5 •  Titles: Compliance Officer, Dir.

Security Operations, InfoSec Analyst

Pharmaceutical Company •  Impressions: 1,119 •  CTR: 0.09% •  Leads: 5 •  Titles: Dir. Security Operations, Dir

Compliance, InfoSec Architect

Collaborative reporting:


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ABM- Key Takeaways

§  ABM is hot because it is the best approach for creating high value opportunities

§  ABM is maturing as a category §  Connecting programs across the funnel

§  Tech integrations by ABM vendors are helping customers get better results

April 20-21 Pier 27, San Francisco

www.MarketingInnovationSummit.com

#B2BSummit


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Q&A

Peter Isaacson CMO, Demandbase @peisaacson

Scott Vaughan CMO, Integrate @ScottAVaughan

Next Level ABM: Delivering the RIGHT Leads

Marketing

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