Featuring Rachel Balik, Zineb Harvey and Leah Allen Account-Based Marketing Strategist, Demandbase Unlike the traditional approach of mass marketing, ABM enables B2B marketers to focus their efforts on high-value accounts, leading to more, higher quality leads and a more measurable impact on pipeline opportunities. If you’re ready to rethink digital marketing with an ABM focus, this full-funnel workshop will cover the specific ways that ABM can be applied in order to optimize the value of your website and analytics. In this session, you’ll learn how to: - Measure the success of your current programs with an ABM focus - Tailor your content to address the pain points of target accounts - Capture metrics for key segments - Optimize and focus marketing activities across the funnel with ABM

1. Account-Based Marketing:
Driving Results Through the Funnel
Rachel Balik | Product Marketing
Leah Allen | Digital and Marketing Operations
September 16, 2015

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Agenda
 Review of ABM fundamentals
 Applying ABM in each section of the funnel
 Demandbase on Demandbase case study

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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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Why Account-Based Marketing?
4
• Ensures attention is given to top prospects/customers
• Defines growth and timing based on account specifics
Focuses on best
opportunities
• More efficient with a defined universe
• Delivers on their target accounts
Supports sales
reality
• Linked to greater customer satisfaction and retention
• Customers experience less noise, respond at higher rates
to more relevant outreach
Delivers
customer-centric
experience

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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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85%
of website visitors
are not potential
customers
80%
of web visitors
abandon a site
In < 5 seconds
97%
of website visitors
will ignore
call to action
Basic methods aren’t driving results

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So what can you do about it?
 Homepage carousel?
 SEO/SEM?
 Create More Content?
 Un-gate content?
 Promote on social?
 Target personas?

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Customers
Prospects
Partners
Define Segments and Business Objectives
Upsell
Renewal
Aware-
ness
Trial
Purchase
Re-
Engage
Competi-
tive
Acquire
Inform
CoSell

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ABM Across The Funnel
Measure
(x2)
AttractEngage
Convert

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What to Expect from ABM Across the Funnel
 Better Engagement with Prospects
 Faster conversions
 More net-new revenue
 Higher Value Customers
 Better renewal rates
 More upsells
 True Business Partners
 More Engaged

12. Measure

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Changing the Metrics Conversation
New Focus Quality vs Quantity
Targeted Inquiries Goals are set and success is measured off interest generated only from
the target account list
MQLPipeline conversion While you’ll still measure raw MQLs, given the increased quality of
leads, more should filter into pipeline. How is/can marketing help
increase this?
Close Rate Are you increasing the number of pipeline deals that are won? How
is/can marketing contribute to this?
ACV/Ave Deal Size Are the deals increasing in value with this new focus? How is/can
marketing help increase this?
Deal Velocity From Inquiry to Sales, how quickly are your deals closing? How is/can
marketing help decrease this lifecycle?

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COMPANY PROFILE
• Geography
• Industry/Vertical
• Company Size
(Revenue, Employees)
• Technology Stack
STANDARD
• Demographics
• Interests
• Device
• Behavior
• Cookie Pools
Measure the segments that matter for B2B
NAMED ACCOUNTS
• Relationship Type
• Prospect
• Customer
• Partner
• Competitor

15. Attract

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Advertising for B2B is Different
• It needs to be part of a B2B tech stack
• We have greater accountability
• We have more potential to drive results and prove success
• Ads need to be part of seamless, lifecycle marketing
experience

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Focus advertising on targets that matter

18. Engage

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Make the “zero click” website
Right Message, Right Account, Right Time

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Source: Demandbase Customer case studies
Personalize to individual segments

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OPTIONS:
Industry/Vertical1
Source: Demandbase Customer case studies
Personalize to individual segments

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OPTIONS:
Industry/Vertical1
Source: Demandbase Customer case studies
Personalize to individual segments

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OPTIONS:
Industry/Vertical1
2 Company Size
Source: Demandbase Customer case studies
Personalize to individual segments

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OPTIONS:
Industry/Vertical1
2 Company Size
Source: Demandbase Customer case studies
Personalize to individual segments

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OPTIONS:
Industry/Vertical1
2 Company Size
3 Account Status
Source: Demandbase Customer case studies
Personalize to individual segments

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OPTIONS:
Industry/Vertical1
2 Company Size
3 Account Status
Source: Demandbase Customer case studies
Personalize to individual segments

27. Convert

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LANDING PAGE
Personalize the landing page for a clear path to relevant
content and conversions

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LANDING PAGE
Personalize the landing page for a clear path to relevant
content and conversions

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ASSET PAGE
LANDING PAGE
Personalize the landing page for a clear path to relevant
content and conversions

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PRODUCT PAGE
Personalize product level pages to drive deeper
engagement and conversions

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PRODUCT PAGE
Personalize product level pages to drive deeper
engagement and conversions

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ASSET PAGE
PRODUCT PAGE
Personalize product level pages to drive deeper
engagement and conversions

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What does a successful ABM strategy look like?
1. ALIGN YOUR
STAKEHOLDERS
2. ADOPT ACROSS
MARKETING
3. REPORT SUCCESS
REGULARLY
• Identify all the key
stakeholders
• Establish Target
Account list and key
Segments
• Align on Business
Objectives
• Agree upon proper
Metrics and
Measurements for
Success!
• Make sure Sales and
Marketing are reviewing
the same numbers,
together
• Understand where any
shortcomings are, and
how to solve for them
• Recognize the successes
and invest more
• Agree upon changes in
strategy and expected
results
• Make sure each team
understands ABM and its
applications
• Adopt across all functions
within Marketing
• Reset Expectations, Goals
and Measurements of
Success
• Leverage Offline and
Online, throughout the
Funnel!

35. Demandbase on
Demandbase

36. Developing our ABM Strategy and
Target Account List

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Creating our ABM Strategy

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Creating our ABM Strategy
IDENTIFY
STAKEHOLDERS

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Creating our ABM Strategy
IDENTIFY
STAKEHOLDERS
AGREE ON TARGET
LISTS &
PERSONALIZED
EXPERIENCES

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Creating our ABM Strategy
IDENTIFY
STAKEHOLDERS
AGREE ON TARGET
LISTS &
PERSONALIZED
EXPERIENCES
BUILD LISTS &
EXPERIENCES

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Creating our ABM Strategy
IDENTIFY
STAKEHOLDERS
AGREE ON TARGET
LISTS &
PERSONALIZED
EXPERIENCES
BUILD LISTS &
EXPERIENCES
MEASURE &
ITERATE

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Identifying key account attributes
Overall technology applications used
Complexity of website
Social Activity
Revenue
1
2
3
4
Multimedia
Technologies
Analytics Marketing
Automation
Web Hosting
Platforms
Live Chat

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Refreshing the List
 Capture changes from:
 Data inputs
 Sales teams’ preferences
 Business priorities
 Our cadence
 6 weeks for Prospects and Customers
 2 weeks for Late-Stage Prospects

48. Account-Based Advertising

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Where ABA fits
Business objectives:
Awareness for the right traffic
Conversions in the right cases

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Use cases for Demandbase ABA
Most common
 Plant the seed for upsells and renewals
 Build awareness at target prospect accounts
 Expand reach of digital campaigns
Experimental
 Later-stage education
 Air cover for strategic accounts
 Give direct mail campaigns a digital boost

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Plant the seed for upsells and renewals

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Analytics upsell to 176 customer accounts
BANNER CREATIVE LANDING PAGE W/ PERSONALIZATION

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Results

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Lifted Companies are 2.7x more likely to close
SAL PIPELINE CLOSE
48%
23%

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Lifted Companies are 2.7x more likely to close
SAL PIPELINE CLOSE
48%
23%

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Lifted Companies are 2.7x more likely to close
SAL PIPELINE CLOSE
48%
23%
73%
41%

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Lifted Companies are 2.7x more likely to close
SAL PIPELINE CLOSE
48%
23%
73%
41%
52%
78%

58. Website Personalization

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Strategy
 Provide a consistent experience for ABA campaigns
 Engage our target audiences with tailored messages
 Call out personalization throughout the website
 Make it easy to convert
 Use personalization to demonstrate Demandbase’s
capabilities

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Homepage Personalization: Hello

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Homepage Personalization: Attract

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Homepage Personalization: Engage

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Homepage Personalization: Home

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Homepage Personalization: Home

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Homepage Personalization: Home

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Homepage Personalization: Home

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Shorter Forms, Better Data
Hidden fields:
• Employee count
• Employee range
• Annual sales
• Revenue range
• Country code
• Country name
• Industry
• Sub industry
• Street address
• City
• State
• Zip
• …and more…

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Marketing Tech Stack
YES NO
Source of truth for web
analytics
Account based dashboard
and campaign performance
Marketing Automation
Web personalization
and A/B testing
Online Chat
Salesforce reporting for
Marketing
Account & Prospect
scoring
Task and campaign
management
Demandbase enabled?
Web content
management system
COMING SOON

69. Results

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Weekly Web Metrics: By Audience and Industry
Traffic Engagement Conversion
By Audience (and Industry)

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Personalization Impact: Traffic Metrics
INSIGHTS
 Overall traffic trended down,
but…
 Traffic from Prospects
increased significantly
 Traffic from Customers
increased
 We are getting more of the
right traffic to the website
Period* Sessions Users
BASELINE 27,589 23,703
(non-watchlist visitor) 26,991 23,252
Prospects 879 692
Customers 598 451
PHASE ONE 22,778 17,541
% Change -17.4% -26%
(non-watchlist visitor) 21,366 16,464
% Change -21% -29%
Prospects 1,412 1,077
% Change 61% 56%
Customers 1,183 800
% Change 98% 77%
PHASE TWO 20,724 15,690
% Change -9% -11%
(non-watchlist visitor) 22,963 17,352
% Change 7.5% 5.4%
Prospects 1,981 1,474
% Change 40.3% 37%
Customers 1,187 818
% Change 0.34% 2.25%
*Baseline = 11/15/14 – 1/31/15
Phase One = 2/1/15 – 4/19/15
Phase Two = 4/20/15 – 7/6/15

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Personalization Impact: Engagement Metrics
INSIGHTS
 Bounce rate is down for all
audiences
 Bounce rate is down significantly
for Prospects and Customers
 Everyone is spending more time
on the site and looking at more
pages
 Content and design are more
engaging and are resonating
well with our target audiences
Period* Bounce Rate
Avg. Session
Duration
Pages / Session
BASELINE 32.87% 00:01:24 2.50
(non-watchlist visitor) 32.66% 00:01:23 2.51
Prospects 42.78% 00:02:03 2.49
Customers 42.31% 00:02:08 2.18
PHASE ONE 27.84% 00:02:36 4.96
% Change -15.3% 86% 98.4%
(non-watchlist visitor) 28% 00:02:36 4.94
% Change -15% 88% 97%
Prospects 29% 00:02:46 5.20
% Change -32% 35% 109%
Customers 30% 00:02:32 4.41
% Change -29% 19% 102%
PHASE TWO 24% 00:02:46 5.85
% Change -13% 6.4% 18%
(non-watchlist visitor) 25% 00:02:44 5.8
% Change -11.3% 5% 17.4%
Prospects 24.5% 00:02:35 5.57
% Change -16.4% -6% 7%
Customers 19.4% 00:02:49 5.58
% Change -35% 11% 27%
*Baseline = 11/15/14 – 1/31/15
Phase One = 2/1/15 – 4/19/15
Phase Two = 4/20/15 – 7/6/15

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Personalization Impact: Conversion Metrics
INSIGHTS
 Conversion rates
and completions
have increased
dramatically
 Contact Us is no
longer a primary
CTA, so worse
performance is
expected
 Personalization has
the right impact!
Period*
Download
Rate
Downloads Contact Us Rate Contact Us
Demo Request
Rate
Demo Request
BASELINE 0.25% 69 0.25% 69 0.11% 29
(non-watchlist visitor)
0.25% 67 0.25% 67 0.11% 29
Prospects 0.34% 3 0.46% 4 0.11% 1
Customers 0.33% 2 0.33% 2 0.00% 0
PHASE ONE 0.30% 69 0.16% 37 0.40% 92
% Change 20% 0.00% -36% -46% 264% 217%
(non-watchlist visitor)
0.29% 63 0.15% 33 0.42% 90
% Change 16% -6% -40% -51% 282% 210%
Prospects 0.42% 6 0.28% 4 0.14% 2
% Change 24% 100% -39% 0% 27% 100%
Customers 0.08% 1 0.17% 2 0.25% 3
% Change -76% -50% -48% 0% 0.00% 0%
PHASE TWO 0.45% 93 0.20% 42 0.54% 111
% Change 50% 35% 25% 13.5% 35% 21%
(non-watchlist visitor)
0.45% 103 0.19% 43 0.53% 122
% Change 55% 64% 27% 30% 26% 36%
Prospects 1.1% 13 0.08% 3 1.17% 16
% Change 161% 117% -71% -25% 736% 700%
Customers 0.45% 4 0.19% 2 0.13% 2
% Change 456% 300% 12% 0% -50% -33%
*Baseline = 11/15/14 – 1/31/15
Phase One = 2/1/15 – 4/19/15
Phase Two = 4/20/15 – 7/6/15

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Funnel Metrics
MQL SAL PIPELINE CLOSE
82%
49%
24%

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Funnel Metrics
MQL SAL PIPELINE CLOSE
82%
49%
24%
96%
64%
42%

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Funnel Metrics
MQL SAL PIPELINE CLOSE
82%
49%
24%
96%
64%
42%
17%
51%
75%

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DB3k vs Non DB3k Accounts
Sales Team Close Rate ACV Funnel Velocity
Enterprise 3.8x +35% +2%
Mid Market 2.6x +40% -20%
Advertising 1.6x +31% +65%

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Win A Go Kart Razor!!!
What’s an ABM Fact You Learned From Demandbase?
Tweet Using #ABM & #DF15 to @Demandbase
You Could win a Go Kart Razor!

79. Thank You!