SlideShare uma empresa Scribd logo
1 de 25
Account Based Marketing
Agenda

        Named Account Marketing
         – Defined
         – Why?
         – Foundation
        List Definition Process
        Demandbase Example
        List Building Process
        Next Steps



Confidential | © Demandbase 2012 All rights reserved.
       © Demandbase 2012 All rights reserved.           Slide 2
Named Account Marketing: Defined

        A B2B Marketing practice which focuses
         investment of resources on those accounts
         most likely to result in revenue.




Confidential | © Demandbase 2012 All rights reserved.
       © Demandbase 2012 All rights reserved.           Slide 3
Named Account Marketing: Why?

        B2B Marketing has evolved
           –     Better data
           –     Better tools
           –     Experience
           –     Example
           –     Insight


        Low conversion rates are our past, not our
         future

Confidential | © Demandbase 2012 All rights reserved.
       © Demandbase 2012 All rights reserved.           Slide 4
Named Account Marketing: What’s In It For Me?

        Natural alignment between Sales & Marketing


        Delivery of the right message, at the right time, to the
         right accounts


        Improved conversion rates


        Increased revenue



Confidential | © Demandbase 2012 All rights reserved.
       © Demandbase 2012 All rights reserved.           Slide 5
Named Account Marketing: Foundation

        Sales & Marketing should develop a
         common definition of accounts most likely
         to yield revenue




Confidential | © Demandbase 2012 All rights reserved.
       © Demandbase 2012 All rights reserved.           Slide 6
Named Account Marketing: Driving Assumption

        Your future customers look exactly like
         your most valued current customers




Confidential | © Demandbase 2012 All rights reserved.
       © Demandbase 2012 All rights reserved.           Slide 7
Named Account Marketing: List Definition Process (1 of 4)

       Gather your constituents
       State your assumptions about who you think your best
        customers are (use attributes to describe them)
       Build additional possible attributes to be investigated
       Combine your attribute lists:
             * Revenue                                  * Geography
             * Industries                               * Employees
             * Sophistication                           * B2B v. B2C
             * Technology                               * Web Volume
             * Marketing Spend                          * IT Spend
       Test your lists– would you use these lists to indicate
        qualified MQL’s?
Confidential | © Demandbase 2012 All rights reserved.
       © Demandbase 2012 All rights reserved.           Slide 8
Named Account Marketing: List Definition Process (2 of 4)

        Agree on sources of truth for each attribute
           – CRITICAL Importance
        Research, research, and research again
        Abandon all previous assumptions (open minds will
         find the truth & your biases will limit your results)
        Build a list of your most valued customers
        Collect data for each value on your attributes list
        Be Open to the possibility that there may be additional
         attributes that surface in the research!


Confidential | © Demandbase 2012 All rights reserved.
       © Demandbase 2012 All rights reserved.           Slide 9
Named Account Marketing: List Definition Process (3 of 4)

        Look for unexpected patterns
        Determine which attributes will allow you to include
         the most existing customers- test each one
        List the customers you would have excluded for each
         attribute and the % of total included
        Create a Recommended Target Profile




Confidential | © Demandbase 2012 All rights reserved.
       © Demandbase 2012 All rights reserved.           Slide 10
Named Account Marketing: List Definition Process (4 of 4)

        Create a Recommended Target Profile
        Present to constituents for discussion
        Apply Art to your Science
        Finalize attribute list
        Redefine MQL to match these criteria
        Build lists of accounts that share these attributes

        Consider applying the same process to contacts using
         keywords and titles from first & last touch on customer
         accounts
Confidential | © Demandbase 2012 All rights reserved.
       © Demandbase 2012 All rights reserved.           Slide 11
Demandbase Example: Participants

        Sales Leadership
        Marketing Leadership
        Executive Leadership




Confidential | © Demandbase 2012 All rights reserved.
       © Demandbase 2012 All rights reserved.           Slide 12
Demandbase Example: Our Assumptions List

        B2B
        Revenue Band
        Web Traffic
        Industry (Inclusions and Exclusions)
        Key Technology Use
        Geography



Confidential | © Demandbase 2012 All rights reserved.
       © Demandbase 2012 All rights reserved.           Slide 13
Demandbase Example: Distribution of Revenue Bands




              No Data 1. Under    2. $5      3. $10     4. $10     5. $25     6. $50    7. $100 8. $500        9. $1     10. $2.5 11. Over
                      $5 Million Million to Million to Million to Million to Million to Million to Million to Billion to Billion to $5 Billion
                                   $10        $25        $25        $50        $100      $250      $1 Billion   $2.5     $5 Billion
                                  Million    Million    Million    Million    Million    Million               Billion


                           83% have 10M+ in annual revenue
                          79% have $25M+ in annual revenue
                         64% have $100M+ in annual revenue
                           Data not sufficient for use in profiling.

Confidential | © Demandbase 2012 All rights reserved.
       © Demandbase 2012 All rights reserved.                                 Slide 14
Demandbase Example: Distribution Web Traffic




            No obvious distribution of web traffic by volume.


Confidential | © Demandbase 2012 All rights reserved.
       © Demandbase 2012 All rights reserved.           Slide 15
Demandbase Example: Unique Monthly Web Traffic(+10K)




                                                   26%
                                                                          Above
                                                                          Below



                                                                    74%



83% of customers have more then 5K unique visits/month.


Confidential | © Demandbase 2012 All rights reserved.
       © Demandbase 2012 All rights reserved.            Slide 16
Demandbase Example: Customer Industries

                                            1% 1%
                                2%                      1%
                                            2%
                                 2%
                              3%                                              Software & Technology
                                                                              Business Services
                              5%                                              Telecommunications
                                                                              Unclassified
                         7%                                                   Manufacturing
                                                                              Transportation & Logistics
                                                                              Financial Services
                          12%                                                 Media & Entertainment
                                                             64%
                                                                              Electronics
                                                                              Retail & Distribution
                                                                              Printing & Publishing




                          76% of customers fall into two industries
                                  83% in three industries.
Confidential | © Demandbase 2012 All rights reserved.
       © Demandbase 2012 All rights reserved.                      Slide 17
Demandbase Example: Key Technology Use

                                                              3%
                                                        15%




                                                                                    1
                                                                                    2
                                                                              45%   3
                                                                                    4
                                             37%




               97% of our customers have 2+ key technologies.


Confidential | © Demandbase 2012 All rights reserved.
       © Demandbase 2012 All rights reserved.                      Slide 18
Demandbase Example: Winners By the Numbers

         2+ Key Technologies                                      (97%)
         3 Key Industries                                         (83%)
         Web Traffic +5K/Mo                                       (83%)
         Revenue Bands $10M+                                      (83%)



         List the customers who would be excluded if each
          attribute were used as a requirement
         Could you have lived without them?

Confidential | © Demandbase 2012 All rights reserved.
       © Demandbase 2012 All rights reserved.           Slide 19
Demandbase Example: Recommended Prospect Profile

        2+ Key Technologies                                       (97%)
        This is the only metric that would not have disqualified
         a significant portion of our existing customers

        List customers you would have lost if you applied this
         profile to your current install base
        Could you have lived without them?

        But…. This is not the ultimate profile we applied… this
         is where the ART comes in…

Confidential | © Demandbase 2012 All rights reserved.
       © Demandbase 2012 All rights reserved.           Slide 20
Demandbase Example: The Art & Science
        B2B + Geographies                              AND
        Two+ Key Technologies


                     OR


        B2B + Geographies                              AND
        Tier 1 Technologies                            OR
        Tier 2 Technologies +Web Traffic Threshold


Confidential | © Demandbase 2012 All rights reserved.
       © Demandbase 2012 All rights reserved.                Slide 21
List Building Process

        Consult the agreed upon sources of truth for each
         attribute
        Build separate lists
        Concatenate the lists
        Identify contacts for each account
           – Use same process to identify keywords and titles for first and last
             touches on customer accounts

        Upload to CRM & MA
        Market & sell
        Small net fishing is preferred to pray and spray!

Confidential | © Demandbase 2012 All rights reserved.
       © Demandbase 2012 All rights reserved.           Slide 22
Results

        Well-balanced sales regions
        Clearly defined MQL criteria
        Vastly improved conversions through the funnel
        More revenue!
        Better insight to future customers earlier in the buying
         cycle
        Delivery of right message, to right account, at right time
        Aligned Marketing & Sales focus



Confidential | © Demandbase 2012 All rights reserved.
       © Demandbase 2012 All rights reserved.           Slide 23
It is all in the journey

        As in all things in B2B Marketing, we are
         never done, the target list is a living thing
         that grows and changes with your market
        Question your assumptions and driving
         attributes on a regular basis
        Create a process for review and revision



Confidential | © Demandbase 2012 All rights reserved.
       © Demandbase 2012 All rights reserved.           Slide 24
     To request information on how Demandbase can enable
      your Named Account Marketing


        http://www.demandbase.com/landing-page/RTID-Demo-Request/




    Confidential | © Demandbase 2012 All rights reserved.
           © Demandbase 2012 All rights reserved.           Slide 25

Mais conteúdo relacionado

Mais procurados

Customer Retention
Customer RetentionCustomer Retention
Customer RetentionYayvo.com
 
Whitepaper on Master Data Management
Whitepaper on Master Data Management Whitepaper on Master Data Management
Whitepaper on Master Data Management Jagruti Dwibedi ITIL
 
Increasing the Lifetime Value of a Customer
Increasing the Lifetime Value of a CustomerIncreasing the Lifetime Value of a Customer
Increasing the Lifetime Value of a CustomerAlan D Campbell
 
Customer Segmentation Masterclass - IIR 2010
Customer Segmentation Masterclass - IIR 2010Customer Segmentation Masterclass - IIR 2010
Customer Segmentation Masterclass - IIR 2010Vladimir Dimitroff
 
Key account management_plan
Key account management_planKey account management_plan
Key account management_plansalmanadamjee
 
Hyper Personalization (with videos)
Hyper Personalization (with videos)Hyper Personalization (with videos)
Hyper Personalization (with videos)Thoughtworks
 
Accelerate Revenue with a Customer Data Platform
Accelerate Revenue with a Customer Data PlatformAccelerate Revenue with a Customer Data Platform
Accelerate Revenue with a Customer Data PlatformLattice Engines
 
Consumer Insights PowerPoint Presentation Slides
Consumer Insights PowerPoint Presentation Slides Consumer Insights PowerPoint Presentation Slides
Consumer Insights PowerPoint Presentation Slides SlideTeam
 
Jay Abraham's Power Parthenon Strategy of Geometric Business Growth
Jay Abraham's Power Parthenon Strategy of Geometric Business GrowthJay Abraham's Power Parthenon Strategy of Geometric Business Growth
Jay Abraham's Power Parthenon Strategy of Geometric Business GrowthMartin L. Smith
 
The Next Wave in Sales & Marketing
The Next Wave in Sales & MarketingThe Next Wave in Sales & Marketing
The Next Wave in Sales & MarketingDrift
 
Giới thiệu các chức năng của Bitrix24 - Bitrix self-hosted
Giới thiệu các chức năng của Bitrix24  - Bitrix self-hostedGiới thiệu các chức năng của Bitrix24  - Bitrix self-hosted
Giới thiệu các chức năng của Bitrix24 - Bitrix self-hostedVõ Thái Lâm
 
A Pragmatic Guide to ABM Success
A Pragmatic Guide to ABM SuccessA Pragmatic Guide to ABM Success
A Pragmatic Guide to ABM SuccessAggregage
 
Ways to Reduce the Customer Churn Rate
Ways to Reduce the Customer Churn RateWays to Reduce the Customer Churn Rate
Ways to Reduce the Customer Churn RateFORMCEPT
 
Churn is Dead, Long Live Net Dollar Retention, SaaStr Annual @ Home, SaaStr 2020
Churn is Dead, Long Live Net Dollar Retention, SaaStr Annual @ Home, SaaStr 2020Churn is Dead, Long Live Net Dollar Retention, SaaStr Annual @ Home, SaaStr 2020
Churn is Dead, Long Live Net Dollar Retention, SaaStr Annual @ Home, SaaStr 2020Dave Kellogg
 
Product Launch Go To Market Strategy PowerPoint Presentation Slides
Product Launch Go To Market Strategy PowerPoint Presentation SlidesProduct Launch Go To Market Strategy PowerPoint Presentation Slides
Product Launch Go To Market Strategy PowerPoint Presentation SlidesSlideTeam
 

Mais procurados (20)

Customer Retention
Customer RetentionCustomer Retention
Customer Retention
 
GTM Masterclass Deck
GTM Masterclass DeckGTM Masterclass Deck
GTM Masterclass Deck
 
Whitepaper on Master Data Management
Whitepaper on Master Data Management Whitepaper on Master Data Management
Whitepaper on Master Data Management
 
Increasing the Lifetime Value of a Customer
Increasing the Lifetime Value of a CustomerIncreasing the Lifetime Value of a Customer
Increasing the Lifetime Value of a Customer
 
Customer Segmentation Masterclass - IIR 2010
Customer Segmentation Masterclass - IIR 2010Customer Segmentation Masterclass - IIR 2010
Customer Segmentation Masterclass - IIR 2010
 
Key account management_plan
Key account management_planKey account management_plan
Key account management_plan
 
Hyper Personalization (with videos)
Hyper Personalization (with videos)Hyper Personalization (with videos)
Hyper Personalization (with videos)
 
Accelerate Revenue with a Customer Data Platform
Accelerate Revenue with a Customer Data PlatformAccelerate Revenue with a Customer Data Platform
Accelerate Revenue with a Customer Data Platform
 
Consumer Insights PowerPoint Presentation Slides
Consumer Insights PowerPoint Presentation Slides Consumer Insights PowerPoint Presentation Slides
Consumer Insights PowerPoint Presentation Slides
 
Jay Abraham's Power Parthenon Strategy of Geometric Business Growth
Jay Abraham's Power Parthenon Strategy of Geometric Business GrowthJay Abraham's Power Parthenon Strategy of Geometric Business Growth
Jay Abraham's Power Parthenon Strategy of Geometric Business Growth
 
Driving growth in B2B through digital
Driving growth in B2B through digitalDriving growth in B2B through digital
Driving growth in B2B through digital
 
The Next Wave in Sales & Marketing
The Next Wave in Sales & MarketingThe Next Wave in Sales & Marketing
The Next Wave in Sales & Marketing
 
Giới thiệu các chức năng của Bitrix24 - Bitrix self-hosted
Giới thiệu các chức năng của Bitrix24  - Bitrix self-hostedGiới thiệu các chức năng của Bitrix24  - Bitrix self-hosted
Giới thiệu các chức năng của Bitrix24 - Bitrix self-hosted
 
A Pragmatic Guide to ABM Success
A Pragmatic Guide to ABM SuccessA Pragmatic Guide to ABM Success
A Pragmatic Guide to ABM Success
 
Ways to Reduce the Customer Churn Rate
Ways to Reduce the Customer Churn RateWays to Reduce the Customer Churn Rate
Ways to Reduce the Customer Churn Rate
 
Data Quality Management
Data Quality ManagementData Quality Management
Data Quality Management
 
QVD Metadata Profile App in Qlik Sense
QVD Metadata Profile App in Qlik SenseQVD Metadata Profile App in Qlik Sense
QVD Metadata Profile App in Qlik Sense
 
Churn is Dead, Long Live Net Dollar Retention, SaaStr Annual @ Home, SaaStr 2020
Churn is Dead, Long Live Net Dollar Retention, SaaStr Annual @ Home, SaaStr 2020Churn is Dead, Long Live Net Dollar Retention, SaaStr Annual @ Home, SaaStr 2020
Churn is Dead, Long Live Net Dollar Retention, SaaStr Annual @ Home, SaaStr 2020
 
Product Launch Go To Market Strategy PowerPoint Presentation Slides
Product Launch Go To Market Strategy PowerPoint Presentation SlidesProduct Launch Go To Market Strategy PowerPoint Presentation Slides
Product Launch Go To Market Strategy PowerPoint Presentation Slides
 
Retail Banking Portfolio
Retail Banking PortfolioRetail Banking Portfolio
Retail Banking Portfolio
 

Destaque

Account based-marketing-and-customer-experience-programs-of-the-year
Account based-marketing-and-customer-experience-programs-of-the-yearAccount based-marketing-and-customer-experience-programs-of-the-year
Account based-marketing-and-customer-experience-programs-of-the-yearJohn Seaner
 
Building a Business Case for Sit-Stand
Building a Business Case for Sit-StandBuilding a Business Case for Sit-Stand
Building a Business Case for Sit-StandErgotron, Inc.
 
Leveraging data science to drive account based marketing
Leveraging data science to drive account based marketingLeveraging data science to drive account based marketing
Leveraging data science to drive account based marketingJohn Seaner
 
#FlipMyFunnel Boston 2016 - Matt Senatore and Bob Basiliere - Marketing And S...
#FlipMyFunnel Boston 2016 - Matt Senatore and Bob Basiliere - Marketing And S...#FlipMyFunnel Boston 2016 - Matt Senatore and Bob Basiliere - Marketing And S...
#FlipMyFunnel Boston 2016 - Matt Senatore and Bob Basiliere - Marketing And S...#FlipMyFunnel
 
Putting Account-Based Marketing To Work In 2015
Putting Account-Based Marketing To Work In 2015Putting Account-Based Marketing To Work In 2015
Putting Account-Based Marketing To Work In 2015G3 Communications
 
Cross-Sell and Upsell Strategies in the Channel
Cross-Sell and Upsell Strategies in the ChannelCross-Sell and Upsell Strategies in the Channel
Cross-Sell and Upsell Strategies in the ChanneleCoast
 
Account-Based Marketing: Lessons In Scalability & Impact from 2 Client Journeys
Account-Based Marketing: Lessons In Scalability & Impact from 2 Client JourneysAccount-Based Marketing: Lessons In Scalability & Impact from 2 Client Journeys
Account-Based Marketing: Lessons In Scalability & Impact from 2 Client JourneysDemandbase
 
Dead simple ways to get started with Account-Based Marketing
Dead simple ways to get started with Account-Based MarketingDead simple ways to get started with Account-Based Marketing
Dead simple ways to get started with Account-Based Marketing#FlipMyFunnel
 
ABM: The Revolution Continues
ABM: The Revolution ContinuesABM: The Revolution Continues
ABM: The Revolution ContinuesDemandbase
 
Megan Heuer - #FlipMyFunnel Roadshow - "It's About the Customer: Account-Base...
Megan Heuer - #FlipMyFunnel Roadshow - "It's About the Customer: Account-Base...Megan Heuer - #FlipMyFunnel Roadshow - "It's About the Customer: Account-Base...
Megan Heuer - #FlipMyFunnel Roadshow - "It's About the Customer: Account-Base...#FlipMyFunnel
 
Account Based Marketing - SiriusDecisions - January TCOMCUG
Account Based Marketing - SiriusDecisions - January TCOMCUGAccount Based Marketing - SiriusDecisions - January TCOMCUG
Account Based Marketing - SiriusDecisions - January TCOMCUGRon Corbisier
 
Metrics, Measurement and KPI's
Metrics, Measurement and KPI'sMetrics, Measurement and KPI's
Metrics, Measurement and KPI'sDemandbase
 
Cross sell and up sell techniques in e-commerce
Cross sell and up sell techniques in e-commerceCross sell and up sell techniques in e-commerce
Cross sell and up sell techniques in e-commerceDaniel Tartaro
 
Account-Based Marketing: Welcome to the New Reality in B2B
Account-Based Marketing: Welcome to the New Reality in B2BAccount-Based Marketing: Welcome to the New Reality in B2B
Account-Based Marketing: Welcome to the New Reality in B2BDemandbase
 
Effective Cross Selling
Effective Cross SellingEffective Cross Selling
Effective Cross SellingTapan Gupta
 
9. sales training cross selling
9. sales training   cross selling9. sales training   cross selling
9. sales training cross sellingEarl Stevens
 
Cross-Selling & Up-Selling with Miller Heiman
Cross-Selling & Up-Selling with Miller HeimanCross-Selling & Up-Selling with Miller Heiman
Cross-Selling & Up-Selling with Miller Heimansarahlmilligan
 

Destaque (19)

Account based-marketing-and-customer-experience-programs-of-the-year
Account based-marketing-and-customer-experience-programs-of-the-yearAccount based-marketing-and-customer-experience-programs-of-the-year
Account based-marketing-and-customer-experience-programs-of-the-year
 
Building a Business Case for Sit-Stand
Building a Business Case for Sit-StandBuilding a Business Case for Sit-Stand
Building a Business Case for Sit-Stand
 
Leveraging data science to drive account based marketing
Leveraging data science to drive account based marketingLeveraging data science to drive account based marketing
Leveraging data science to drive account based marketing
 
#FlipMyFunnel Boston 2016 - Matt Senatore and Bob Basiliere - Marketing And S...
#FlipMyFunnel Boston 2016 - Matt Senatore and Bob Basiliere - Marketing And S...#FlipMyFunnel Boston 2016 - Matt Senatore and Bob Basiliere - Marketing And S...
#FlipMyFunnel Boston 2016 - Matt Senatore and Bob Basiliere - Marketing And S...
 
Putting Account-Based Marketing To Work In 2015
Putting Account-Based Marketing To Work In 2015Putting Account-Based Marketing To Work In 2015
Putting Account-Based Marketing To Work In 2015
 
Cross-Sell and Upsell Strategies in the Channel
Cross-Sell and Upsell Strategies in the ChannelCross-Sell and Upsell Strategies in the Channel
Cross-Sell and Upsell Strategies in the Channel
 
Account-Based Marketing: Lessons In Scalability & Impact from 2 Client Journeys
Account-Based Marketing: Lessons In Scalability & Impact from 2 Client JourneysAccount-Based Marketing: Lessons In Scalability & Impact from 2 Client Journeys
Account-Based Marketing: Lessons In Scalability & Impact from 2 Client Journeys
 
Dead simple ways to get started with Account-Based Marketing
Dead simple ways to get started with Account-Based MarketingDead simple ways to get started with Account-Based Marketing
Dead simple ways to get started with Account-Based Marketing
 
ABM: The Revolution Continues
ABM: The Revolution ContinuesABM: The Revolution Continues
ABM: The Revolution Continues
 
Megan Heuer - #FlipMyFunnel Roadshow - "It's About the Customer: Account-Base...
Megan Heuer - #FlipMyFunnel Roadshow - "It's About the Customer: Account-Base...Megan Heuer - #FlipMyFunnel Roadshow - "It's About the Customer: Account-Base...
Megan Heuer - #FlipMyFunnel Roadshow - "It's About the Customer: Account-Base...
 
Account Based Marketing - SiriusDecisions - January TCOMCUG
Account Based Marketing - SiriusDecisions - January TCOMCUGAccount Based Marketing - SiriusDecisions - January TCOMCUG
Account Based Marketing - SiriusDecisions - January TCOMCUG
 
Metrics, Measurement and KPI's
Metrics, Measurement and KPI'sMetrics, Measurement and KPI's
Metrics, Measurement and KPI's
 
Cross sell and up sell techniques in e-commerce
Cross sell and up sell techniques in e-commerceCross sell and up sell techniques in e-commerce
Cross sell and up sell techniques in e-commerce
 
Account-Based Marketing: Welcome to the New Reality in B2B
Account-Based Marketing: Welcome to the New Reality in B2BAccount-Based Marketing: Welcome to the New Reality in B2B
Account-Based Marketing: Welcome to the New Reality in B2B
 
Effective Cross Selling
Effective Cross SellingEffective Cross Selling
Effective Cross Selling
 
9. sales training cross selling
9. sales training   cross selling9. sales training   cross selling
9. sales training cross selling
 
Cross selling
Cross sellingCross selling
Cross selling
 
Upselling methods
Upselling methodsUpselling methods
Upselling methods
 
Cross-Selling & Up-Selling with Miller Heiman
Cross-Selling & Up-Selling with Miller HeimanCross-Selling & Up-Selling with Miller Heiman
Cross-Selling & Up-Selling with Miller Heiman
 

Semelhante a Account Based Marketing: Focus on Who Matters

L'économie en réseau
L'économie en réseauL'économie en réseau
L'économie en réseauSAP Ariba
 
Positioning Yourself to Win in The Networked Economy
Positioning Yourself to Win in The Networked EconomyPositioning Yourself to Win in The Networked Economy
Positioning Yourself to Win in The Networked EconomySAP Ariba
 
Positioning Yourself to Win in The Networked Economy
Positioning Yourself to Win in The Networked EconomyPositioning Yourself to Win in The Networked Economy
Positioning Yourself to Win in The Networked EconomySAP Ariba
 
Balderton Marketing Event May 2012 Slide Deck
Balderton Marketing Event May 2012 Slide DeckBalderton Marketing Event May 2012 Slide Deck
Balderton Marketing Event May 2012 Slide DeckLucy Baker
 
Positioning Yourself to Win in The Networked Economy
Positioning Yourself to Win in The Networked EconomyPositioning Yourself to Win in The Networked Economy
Positioning Yourself to Win in The Networked EconomySAP Ariba
 
Ariba Commerce Summit NYC 2012: The Networked Economy
Ariba Commerce Summit NYC 2012: The Networked EconomyAriba Commerce Summit NYC 2012: The Networked Economy
Ariba Commerce Summit NYC 2012: The Networked EconomySAP Ariba
 
The Networked Economy
The Networked EconomyThe Networked Economy
The Networked EconomySAP Ariba
 
The Networked Economy
The Networked EconomyThe Networked Economy
The Networked EconomySAP Ariba
 
The Networked Economy
The Networked EconomyThe Networked Economy
The Networked EconomySAP Ariba
 
Datalicious - Smart Data Driven Marketing
Datalicious - Smart Data Driven MarketingDatalicious - Smart Data Driven Marketing
Datalicious - Smart Data Driven MarketingDatalicious
 
L'économie en réseau
L'économie en réseauL'économie en réseau
L'économie en réseauSAP Ariba
 
X-as-a-Service: Impact on the Global Sourcing Market
X-as-a-Service: Impact on the Global Sourcing MarketX-as-a-Service: Impact on the Global Sourcing Market
X-as-a-Service: Impact on the Global Sourcing MarketStanton Jones
 
Ariba Commerce Summit 2012: The Networked Economy
Ariba Commerce Summit 2012: The Networked EconomyAriba Commerce Summit 2012: The Networked Economy
Ariba Commerce Summit 2012: The Networked EconomySAP Ariba
 
More Than Just Buying Well - The Intelligent Way to Defend Profits
More Than Just Buying Well -  The Intelligent Way to Defend ProfitsMore Than Just Buying Well -  The Intelligent Way to Defend Profits
More Than Just Buying Well - The Intelligent Way to Defend ProfitsSAP Ariba
 
Presentation at Logility Conference 2012
Presentation at Logility Conference 2012Presentation at Logility Conference 2012
Presentation at Logility Conference 2012Lora Cecere
 
SMEs & online business
SMEs & online businessSMEs & online business
SMEs & online businessReemFaisal
 

Semelhante a Account Based Marketing: Focus on Who Matters (20)

IBM Smart Cloud
IBM Smart CloudIBM Smart Cloud
IBM Smart Cloud
 
L'économie en réseau
L'économie en réseauL'économie en réseau
L'économie en réseau
 
Positioning Yourself to Win in The Networked Economy
Positioning Yourself to Win in The Networked EconomyPositioning Yourself to Win in The Networked Economy
Positioning Yourself to Win in The Networked Economy
 
Positioning Yourself to Win in The Networked Economy
Positioning Yourself to Win in The Networked EconomyPositioning Yourself to Win in The Networked Economy
Positioning Yourself to Win in The Networked Economy
 
Balderton Marketing Event May 2012 Slide Deck
Balderton Marketing Event May 2012 Slide DeckBalderton Marketing Event May 2012 Slide Deck
Balderton Marketing Event May 2012 Slide Deck
 
Positioning Yourself to Win in The Networked Economy
Positioning Yourself to Win in The Networked EconomyPositioning Yourself to Win in The Networked Economy
Positioning Yourself to Win in The Networked Economy
 
Ariba Commerce Summit NYC 2012: The Networked Economy
Ariba Commerce Summit NYC 2012: The Networked EconomyAriba Commerce Summit NYC 2012: The Networked Economy
Ariba Commerce Summit NYC 2012: The Networked Economy
 
The Networked Economy
The Networked EconomyThe Networked Economy
The Networked Economy
 
The Networked Economy
The Networked EconomyThe Networked Economy
The Networked Economy
 
The Networked Economy
The Networked EconomyThe Networked Economy
The Networked Economy
 
Datalicious - Smart Data Driven Marketing
Datalicious - Smart Data Driven MarketingDatalicious - Smart Data Driven Marketing
Datalicious - Smart Data Driven Marketing
 
L'économie en réseau
L'économie en réseauL'économie en réseau
L'économie en réseau
 
X-as-a-Service: Impact on the Global Sourcing Market
X-as-a-Service: Impact on the Global Sourcing MarketX-as-a-Service: Impact on the Global Sourcing Market
X-as-a-Service: Impact on the Global Sourcing Market
 
Ariba Commerce Summit 2012: The Networked Economy
Ariba Commerce Summit 2012: The Networked EconomyAriba Commerce Summit 2012: The Networked Economy
Ariba Commerce Summit 2012: The Networked Economy
 
More Than Just Buying Well - The Intelligent Way to Defend Profits
More Than Just Buying Well -  The Intelligent Way to Defend ProfitsMore Than Just Buying Well -  The Intelligent Way to Defend Profits
More Than Just Buying Well - The Intelligent Way to Defend Profits
 
Presentation at Logility Conference 2012
Presentation at Logility Conference 2012Presentation at Logility Conference 2012
Presentation at Logility Conference 2012
 
SDI MRO Connected
SDI MRO ConnectedSDI MRO Connected
SDI MRO Connected
 
European tour
European tourEuropean tour
European tour
 
IT Bytes or B2B Bytes?
IT Bytes or B2B Bytes?IT Bytes or B2B Bytes?
IT Bytes or B2B Bytes?
 
SMEs & online business
SMEs & online businessSMEs & online business
SMEs & online business
 

Mais de Demandbase

DGR_Digital Advertising Strategies for a Cookieless World_Presentation.pdf
DGR_Digital Advertising Strategies for a Cookieless World_Presentation.pdfDGR_Digital Advertising Strategies for a Cookieless World_Presentation.pdf
DGR_Digital Advertising Strategies for a Cookieless World_Presentation.pdfDemandbase
 
Digital Marketing Spotlight: Lifecycle Advertising Strategies.pdf
Digital Marketing Spotlight: Lifecycle Advertising Strategies.pdfDigital Marketing Spotlight: Lifecycle Advertising Strategies.pdf
Digital Marketing Spotlight: Lifecycle Advertising Strategies.pdfDemandbase
 
Winning Target Accounts in a Cookieless Era
Winning Target Accounts in a Cookieless EraWinning Target Accounts in a Cookieless Era
Winning Target Accounts in a Cookieless EraDemandbase
 
B2B & GTM Trends and Predictions for 2024.pdf
B2B & GTM Trends and Predictions for 2024.pdfB2B & GTM Trends and Predictions for 2024.pdf
B2B & GTM Trends and Predictions for 2024.pdfDemandbase
 
The Reports Your CMO Wants to See
The Reports Your CMO Wants to SeeThe Reports Your CMO Wants to See
The Reports Your CMO Wants to SeeDemandbase
 
Data Champions League: Winning Strategies for B2B Success
Data Champions League: Winning Strategies for B2B SuccessData Champions League: Winning Strategies for B2B Success
Data Champions League: Winning Strategies for B2B SuccessDemandbase
 
Demandbase + GTM Partners Analyst Hour - ROI Framework Workshop
Demandbase + GTM Partners Analyst Hour - ROI Framework WorkshopDemandbase + GTM Partners Analyst Hour - ROI Framework Workshop
Demandbase + GTM Partners Analyst Hour - ROI Framework WorkshopDemandbase
 
The Magic ABM Potion: Key Elements to Think About When Creating Your ABM Stra...
The Magic ABM Potion: Key Elements to Think About When Creating Your ABM Stra...The Magic ABM Potion: Key Elements to Think About When Creating Your ABM Stra...
The Magic ABM Potion: Key Elements to Think About When Creating Your ABM Stra...Demandbase
 
The Reports Your CMO Wants to See (OpsStars)
The Reports Your CMO Wants to See (OpsStars)The Reports Your CMO Wants to See (OpsStars)
The Reports Your CMO Wants to See (OpsStars)Demandbase
 
Revolutionize Financial Services with AI-driven intent + SFMC Journeys
Revolutionize Financial Services with AI-driven intent + SFMC JourneysRevolutionize Financial Services with AI-driven intent + SFMC Journeys
Revolutionize Financial Services with AI-driven intent + SFMC JourneysDemandbase
 
Nothing Works Anymore: Why B2B Needs A New Playbook
Nothing Works Anymore: Why B2B Needs A New PlaybookNothing Works Anymore: Why B2B Needs A New Playbook
Nothing Works Anymore: Why B2B Needs A New PlaybookDemandbase
 
Customer Lab: Maximizing Your ROI with Demandbase: A Practical Playbook for M...
Customer Lab: Maximizing Your ROI with Demandbase: A Practical Playbook for M...Customer Lab: Maximizing Your ROI with Demandbase: A Practical Playbook for M...
Customer Lab: Maximizing Your ROI with Demandbase: A Practical Playbook for M...Demandbase
 
Analytics that Matter: How to Turn Raw Data Into Actionable Insight Through H...
Analytics that Matter: How to Turn Raw Data Into Actionable Insight Through H...Analytics that Matter: How to Turn Raw Data Into Actionable Insight Through H...
Analytics that Matter: How to Turn Raw Data Into Actionable Insight Through H...Demandbase
 
A Marketers Tale: How ABM Was Successfully Launched at Thales
A Marketers Tale: How ABM Was Successfully Launched at ThalesA Marketers Tale: How ABM Was Successfully Launched at Thales
A Marketers Tale: How ABM Was Successfully Launched at ThalesDemandbase
 
ABM in a Downturn_ Account Intelligence to Do More with Less (Demandbase).pptx
ABM in a Downturn_ Account Intelligence to Do More with Less (Demandbase).pptxABM in a Downturn_ Account Intelligence to Do More with Less (Demandbase).pptx
ABM in a Downturn_ Account Intelligence to Do More with Less (Demandbase).pptxDemandbase
 
How to Adjust Your GTM Strategy When Things Don’t Go to Plan
How to Adjust Your GTM Strategy When Things Don’t Go to Plan How to Adjust Your GTM Strategy When Things Don’t Go to Plan
How to Adjust Your GTM Strategy When Things Don’t Go to Plan Demandbase
 
Stop spamming and get relevant with Smarter GTM
Stop spamming and get relevant with Smarter GTMStop spamming and get relevant with Smarter GTM
Stop spamming and get relevant with Smarter GTMDemandbase
 
Launch, Measure, and Optimize Next-Level Advertising
Launch, Measure, and Optimize Next-Level AdvertisingLaunch, Measure, and Optimize Next-Level Advertising
Launch, Measure, and Optimize Next-Level AdvertisingDemandbase
 
How to Reach and Influence Key Decision Makers_Final.pdf
How to Reach and Influence Key Decision Makers_Final.pdfHow to Reach and Influence Key Decision Makers_Final.pdf
How to Reach and Influence Key Decision Makers_Final.pdfDemandbase
 
The Magic ABX Potion – Key Elements to Think About When Creating Your ABX Str...
The Magic ABX Potion – Key Elements to Think About When Creating Your ABX Str...The Magic ABX Potion – Key Elements to Think About When Creating Your ABX Str...
The Magic ABX Potion – Key Elements to Think About When Creating Your ABX Str...Demandbase
 

Mais de Demandbase (20)

DGR_Digital Advertising Strategies for a Cookieless World_Presentation.pdf
DGR_Digital Advertising Strategies for a Cookieless World_Presentation.pdfDGR_Digital Advertising Strategies for a Cookieless World_Presentation.pdf
DGR_Digital Advertising Strategies for a Cookieless World_Presentation.pdf
 
Digital Marketing Spotlight: Lifecycle Advertising Strategies.pdf
Digital Marketing Spotlight: Lifecycle Advertising Strategies.pdfDigital Marketing Spotlight: Lifecycle Advertising Strategies.pdf
Digital Marketing Spotlight: Lifecycle Advertising Strategies.pdf
 
Winning Target Accounts in a Cookieless Era
Winning Target Accounts in a Cookieless EraWinning Target Accounts in a Cookieless Era
Winning Target Accounts in a Cookieless Era
 
B2B & GTM Trends and Predictions for 2024.pdf
B2B & GTM Trends and Predictions for 2024.pdfB2B & GTM Trends and Predictions for 2024.pdf
B2B & GTM Trends and Predictions for 2024.pdf
 
The Reports Your CMO Wants to See
The Reports Your CMO Wants to SeeThe Reports Your CMO Wants to See
The Reports Your CMO Wants to See
 
Data Champions League: Winning Strategies for B2B Success
Data Champions League: Winning Strategies for B2B SuccessData Champions League: Winning Strategies for B2B Success
Data Champions League: Winning Strategies for B2B Success
 
Demandbase + GTM Partners Analyst Hour - ROI Framework Workshop
Demandbase + GTM Partners Analyst Hour - ROI Framework WorkshopDemandbase + GTM Partners Analyst Hour - ROI Framework Workshop
Demandbase + GTM Partners Analyst Hour - ROI Framework Workshop
 
The Magic ABM Potion: Key Elements to Think About When Creating Your ABM Stra...
The Magic ABM Potion: Key Elements to Think About When Creating Your ABM Stra...The Magic ABM Potion: Key Elements to Think About When Creating Your ABM Stra...
The Magic ABM Potion: Key Elements to Think About When Creating Your ABM Stra...
 
The Reports Your CMO Wants to See (OpsStars)
The Reports Your CMO Wants to See (OpsStars)The Reports Your CMO Wants to See (OpsStars)
The Reports Your CMO Wants to See (OpsStars)
 
Revolutionize Financial Services with AI-driven intent + SFMC Journeys
Revolutionize Financial Services with AI-driven intent + SFMC JourneysRevolutionize Financial Services with AI-driven intent + SFMC Journeys
Revolutionize Financial Services with AI-driven intent + SFMC Journeys
 
Nothing Works Anymore: Why B2B Needs A New Playbook
Nothing Works Anymore: Why B2B Needs A New PlaybookNothing Works Anymore: Why B2B Needs A New Playbook
Nothing Works Anymore: Why B2B Needs A New Playbook
 
Customer Lab: Maximizing Your ROI with Demandbase: A Practical Playbook for M...
Customer Lab: Maximizing Your ROI with Demandbase: A Practical Playbook for M...Customer Lab: Maximizing Your ROI with Demandbase: A Practical Playbook for M...
Customer Lab: Maximizing Your ROI with Demandbase: A Practical Playbook for M...
 
Analytics that Matter: How to Turn Raw Data Into Actionable Insight Through H...
Analytics that Matter: How to Turn Raw Data Into Actionable Insight Through H...Analytics that Matter: How to Turn Raw Data Into Actionable Insight Through H...
Analytics that Matter: How to Turn Raw Data Into Actionable Insight Through H...
 
A Marketers Tale: How ABM Was Successfully Launched at Thales
A Marketers Tale: How ABM Was Successfully Launched at ThalesA Marketers Tale: How ABM Was Successfully Launched at Thales
A Marketers Tale: How ABM Was Successfully Launched at Thales
 
ABM in a Downturn_ Account Intelligence to Do More with Less (Demandbase).pptx
ABM in a Downturn_ Account Intelligence to Do More with Less (Demandbase).pptxABM in a Downturn_ Account Intelligence to Do More with Less (Demandbase).pptx
ABM in a Downturn_ Account Intelligence to Do More with Less (Demandbase).pptx
 
How to Adjust Your GTM Strategy When Things Don’t Go to Plan
How to Adjust Your GTM Strategy When Things Don’t Go to Plan How to Adjust Your GTM Strategy When Things Don’t Go to Plan
How to Adjust Your GTM Strategy When Things Don’t Go to Plan
 
Stop spamming and get relevant with Smarter GTM
Stop spamming and get relevant with Smarter GTMStop spamming and get relevant with Smarter GTM
Stop spamming and get relevant with Smarter GTM
 
Launch, Measure, and Optimize Next-Level Advertising
Launch, Measure, and Optimize Next-Level AdvertisingLaunch, Measure, and Optimize Next-Level Advertising
Launch, Measure, and Optimize Next-Level Advertising
 
How to Reach and Influence Key Decision Makers_Final.pdf
How to Reach and Influence Key Decision Makers_Final.pdfHow to Reach and Influence Key Decision Makers_Final.pdf
How to Reach and Influence Key Decision Makers_Final.pdf
 
The Magic ABX Potion – Key Elements to Think About When Creating Your ABX Str...
The Magic ABX Potion – Key Elements to Think About When Creating Your ABX Str...The Magic ABX Potion – Key Elements to Think About When Creating Your ABX Str...
The Magic ABX Potion – Key Elements to Think About When Creating Your ABX Str...
 

Último

How to Get Started in Social Media for Art League City
How to Get Started in Social Media for Art League CityHow to Get Started in Social Media for Art League City
How to Get Started in Social Media for Art League CityEric T. Tung
 
Call Now ☎️🔝 9332606886🔝 Call Girls ❤ Service In Bhilwara Female Escorts Serv...
Call Now ☎️🔝 9332606886🔝 Call Girls ❤ Service In Bhilwara Female Escorts Serv...Call Now ☎️🔝 9332606886🔝 Call Girls ❤ Service In Bhilwara Female Escorts Serv...
Call Now ☎️🔝 9332606886🔝 Call Girls ❤ Service In Bhilwara Female Escorts Serv...Anamikakaur10
 
Organizational Transformation Lead with Culture
Organizational Transformation Lead with CultureOrganizational Transformation Lead with Culture
Organizational Transformation Lead with CultureSeta Wicaksana
 
Call Girls Service In Old Town Dubai ((0551707352)) Old Town Dubai Call Girl ...
Call Girls Service In Old Town Dubai ((0551707352)) Old Town Dubai Call Girl ...Call Girls Service In Old Town Dubai ((0551707352)) Old Town Dubai Call Girl ...
Call Girls Service In Old Town Dubai ((0551707352)) Old Town Dubai Call Girl ...allensay1
 
Value Proposition canvas- Customer needs and pains
Value Proposition canvas- Customer needs and painsValue Proposition canvas- Customer needs and pains
Value Proposition canvas- Customer needs and painsP&CO
 
Dr. Admir Softic_ presentation_Green Club_ENG.pdf
Dr. Admir Softic_ presentation_Green Club_ENG.pdfDr. Admir Softic_ presentation_Green Club_ENG.pdf
Dr. Admir Softic_ presentation_Green Club_ENG.pdfAdmir Softic
 
Cheap Rate Call Girls In Noida Sector 62 Metro 959961乂3876
Cheap Rate Call Girls In Noida Sector 62 Metro 959961乂3876Cheap Rate Call Girls In Noida Sector 62 Metro 959961乂3876
Cheap Rate Call Girls In Noida Sector 62 Metro 959961乂3876dlhescort
 
Uneak White's Personal Brand Exploration Presentation
Uneak White's Personal Brand Exploration PresentationUneak White's Personal Brand Exploration Presentation
Uneak White's Personal Brand Exploration Presentationuneakwhite
 
Call Girls Zirakpur👧 Book Now📱7837612180 📞👉Call Girl Service In Zirakpur No A...
Call Girls Zirakpur👧 Book Now📱7837612180 📞👉Call Girl Service In Zirakpur No A...Call Girls Zirakpur👧 Book Now📱7837612180 📞👉Call Girl Service In Zirakpur No A...
Call Girls Zirakpur👧 Book Now📱7837612180 📞👉Call Girl Service In Zirakpur No A...Sheetaleventcompany
 
The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...Aggregage
 
Call Girls Ludhiana Just Call 98765-12871 Top Class Call Girl Service Available
Call Girls Ludhiana Just Call 98765-12871 Top Class Call Girl Service AvailableCall Girls Ludhiana Just Call 98765-12871 Top Class Call Girl Service Available
Call Girls Ludhiana Just Call 98765-12871 Top Class Call Girl Service AvailableSeo
 
Malegaon Call Girls Service ☎ ️82500–77686 ☎️ Enjoy 24/7 Escort Service
Malegaon Call Girls Service ☎ ️82500–77686 ☎️ Enjoy 24/7 Escort ServiceMalegaon Call Girls Service ☎ ️82500–77686 ☎️ Enjoy 24/7 Escort Service
Malegaon Call Girls Service ☎ ️82500–77686 ☎️ Enjoy 24/7 Escort ServiceDamini Dixit
 
FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756dollysharma2066
 
Russian Call Girls In Rajiv Chowk Gurgaon ❤️8448577510 ⊹Best Escorts Service ...
Russian Call Girls In Rajiv Chowk Gurgaon ❤️8448577510 ⊹Best Escorts Service ...Russian Call Girls In Rajiv Chowk Gurgaon ❤️8448577510 ⊹Best Escorts Service ...
Russian Call Girls In Rajiv Chowk Gurgaon ❤️8448577510 ⊹Best Escorts Service ...lizamodels9
 
Quick Doctor In Kuwait +2773`7758`557 Kuwait Doha Qatar Dubai Abu Dhabi Sharj...
Quick Doctor In Kuwait +2773`7758`557 Kuwait Doha Qatar Dubai Abu Dhabi Sharj...Quick Doctor In Kuwait +2773`7758`557 Kuwait Doha Qatar Dubai Abu Dhabi Sharj...
Quick Doctor In Kuwait +2773`7758`557 Kuwait Doha Qatar Dubai Abu Dhabi Sharj...daisycvs
 
Call Girls From Pari Chowk Greater Noida ❤️8448577510 ⊹Best Escorts Service I...
Call Girls From Pari Chowk Greater Noida ❤️8448577510 ⊹Best Escorts Service I...Call Girls From Pari Chowk Greater Noida ❤️8448577510 ⊹Best Escorts Service I...
Call Girls From Pari Chowk Greater Noida ❤️8448577510 ⊹Best Escorts Service I...lizamodels9
 
Call Girls in Delhi, Escort Service Available 24x7 in Delhi 959961-/-3876
Call Girls in Delhi, Escort Service Available 24x7 in Delhi 959961-/-3876Call Girls in Delhi, Escort Service Available 24x7 in Delhi 959961-/-3876
Call Girls in Delhi, Escort Service Available 24x7 in Delhi 959961-/-3876dlhescort
 
Call Girls Kengeri Satellite Town Just Call 👗 7737669865 👗 Top Class Call Gir...
Call Girls Kengeri Satellite Town Just Call 👗 7737669865 👗 Top Class Call Gir...Call Girls Kengeri Satellite Town Just Call 👗 7737669865 👗 Top Class Call Gir...
Call Girls Kengeri Satellite Town Just Call 👗 7737669865 👗 Top Class Call Gir...amitlee9823
 

Último (20)

How to Get Started in Social Media for Art League City
How to Get Started in Social Media for Art League CityHow to Get Started in Social Media for Art League City
How to Get Started in Social Media for Art League City
 
Call Now ☎️🔝 9332606886🔝 Call Girls ❤ Service In Bhilwara Female Escorts Serv...
Call Now ☎️🔝 9332606886🔝 Call Girls ❤ Service In Bhilwara Female Escorts Serv...Call Now ☎️🔝 9332606886🔝 Call Girls ❤ Service In Bhilwara Female Escorts Serv...
Call Now ☎️🔝 9332606886🔝 Call Girls ❤ Service In Bhilwara Female Escorts Serv...
 
Organizational Transformation Lead with Culture
Organizational Transformation Lead with CultureOrganizational Transformation Lead with Culture
Organizational Transformation Lead with Culture
 
Call Girls Service In Old Town Dubai ((0551707352)) Old Town Dubai Call Girl ...
Call Girls Service In Old Town Dubai ((0551707352)) Old Town Dubai Call Girl ...Call Girls Service In Old Town Dubai ((0551707352)) Old Town Dubai Call Girl ...
Call Girls Service In Old Town Dubai ((0551707352)) Old Town Dubai Call Girl ...
 
Value Proposition canvas- Customer needs and pains
Value Proposition canvas- Customer needs and painsValue Proposition canvas- Customer needs and pains
Value Proposition canvas- Customer needs and pains
 
Dr. Admir Softic_ presentation_Green Club_ENG.pdf
Dr. Admir Softic_ presentation_Green Club_ENG.pdfDr. Admir Softic_ presentation_Green Club_ENG.pdf
Dr. Admir Softic_ presentation_Green Club_ENG.pdf
 
Cheap Rate Call Girls In Noida Sector 62 Metro 959961乂3876
Cheap Rate Call Girls In Noida Sector 62 Metro 959961乂3876Cheap Rate Call Girls In Noida Sector 62 Metro 959961乂3876
Cheap Rate Call Girls In Noida Sector 62 Metro 959961乂3876
 
Uneak White's Personal Brand Exploration Presentation
Uneak White's Personal Brand Exploration PresentationUneak White's Personal Brand Exploration Presentation
Uneak White's Personal Brand Exploration Presentation
 
Falcon Invoice Discounting platform in india
Falcon Invoice Discounting platform in indiaFalcon Invoice Discounting platform in india
Falcon Invoice Discounting platform in india
 
Call Girls Zirakpur👧 Book Now📱7837612180 📞👉Call Girl Service In Zirakpur No A...
Call Girls Zirakpur👧 Book Now📱7837612180 📞👉Call Girl Service In Zirakpur No A...Call Girls Zirakpur👧 Book Now📱7837612180 📞👉Call Girl Service In Zirakpur No A...
Call Girls Zirakpur👧 Book Now📱7837612180 📞👉Call Girl Service In Zirakpur No A...
 
The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
 
(Anamika) VIP Call Girls Napur Call Now 8617697112 Napur Escorts 24x7
(Anamika) VIP Call Girls Napur Call Now 8617697112 Napur Escorts 24x7(Anamika) VIP Call Girls Napur Call Now 8617697112 Napur Escorts 24x7
(Anamika) VIP Call Girls Napur Call Now 8617697112 Napur Escorts 24x7
 
Call Girls Ludhiana Just Call 98765-12871 Top Class Call Girl Service Available
Call Girls Ludhiana Just Call 98765-12871 Top Class Call Girl Service AvailableCall Girls Ludhiana Just Call 98765-12871 Top Class Call Girl Service Available
Call Girls Ludhiana Just Call 98765-12871 Top Class Call Girl Service Available
 
Malegaon Call Girls Service ☎ ️82500–77686 ☎️ Enjoy 24/7 Escort Service
Malegaon Call Girls Service ☎ ️82500–77686 ☎️ Enjoy 24/7 Escort ServiceMalegaon Call Girls Service ☎ ️82500–77686 ☎️ Enjoy 24/7 Escort Service
Malegaon Call Girls Service ☎ ️82500–77686 ☎️ Enjoy 24/7 Escort Service
 
FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756
 
Russian Call Girls In Rajiv Chowk Gurgaon ❤️8448577510 ⊹Best Escorts Service ...
Russian Call Girls In Rajiv Chowk Gurgaon ❤️8448577510 ⊹Best Escorts Service ...Russian Call Girls In Rajiv Chowk Gurgaon ❤️8448577510 ⊹Best Escorts Service ...
Russian Call Girls In Rajiv Chowk Gurgaon ❤️8448577510 ⊹Best Escorts Service ...
 
Quick Doctor In Kuwait +2773`7758`557 Kuwait Doha Qatar Dubai Abu Dhabi Sharj...
Quick Doctor In Kuwait +2773`7758`557 Kuwait Doha Qatar Dubai Abu Dhabi Sharj...Quick Doctor In Kuwait +2773`7758`557 Kuwait Doha Qatar Dubai Abu Dhabi Sharj...
Quick Doctor In Kuwait +2773`7758`557 Kuwait Doha Qatar Dubai Abu Dhabi Sharj...
 
Call Girls From Pari Chowk Greater Noida ❤️8448577510 ⊹Best Escorts Service I...
Call Girls From Pari Chowk Greater Noida ❤️8448577510 ⊹Best Escorts Service I...Call Girls From Pari Chowk Greater Noida ❤️8448577510 ⊹Best Escorts Service I...
Call Girls From Pari Chowk Greater Noida ❤️8448577510 ⊹Best Escorts Service I...
 
Call Girls in Delhi, Escort Service Available 24x7 in Delhi 959961-/-3876
Call Girls in Delhi, Escort Service Available 24x7 in Delhi 959961-/-3876Call Girls in Delhi, Escort Service Available 24x7 in Delhi 959961-/-3876
Call Girls in Delhi, Escort Service Available 24x7 in Delhi 959961-/-3876
 
Call Girls Kengeri Satellite Town Just Call 👗 7737669865 👗 Top Class Call Gir...
Call Girls Kengeri Satellite Town Just Call 👗 7737669865 👗 Top Class Call Gir...Call Girls Kengeri Satellite Town Just Call 👗 7737669865 👗 Top Class Call Gir...
Call Girls Kengeri Satellite Town Just Call 👗 7737669865 👗 Top Class Call Gir...
 

Account Based Marketing: Focus on Who Matters

  • 2. Agenda  Named Account Marketing – Defined – Why? – Foundation  List Definition Process  Demandbase Example  List Building Process  Next Steps Confidential | © Demandbase 2012 All rights reserved. © Demandbase 2012 All rights reserved. Slide 2
  • 3. Named Account Marketing: Defined  A B2B Marketing practice which focuses investment of resources on those accounts most likely to result in revenue. Confidential | © Demandbase 2012 All rights reserved. © Demandbase 2012 All rights reserved. Slide 3
  • 4. Named Account Marketing: Why?  B2B Marketing has evolved – Better data – Better tools – Experience – Example – Insight  Low conversion rates are our past, not our future Confidential | © Demandbase 2012 All rights reserved. © Demandbase 2012 All rights reserved. Slide 4
  • 5. Named Account Marketing: What’s In It For Me?  Natural alignment between Sales & Marketing  Delivery of the right message, at the right time, to the right accounts  Improved conversion rates  Increased revenue Confidential | © Demandbase 2012 All rights reserved. © Demandbase 2012 All rights reserved. Slide 5
  • 6. Named Account Marketing: Foundation  Sales & Marketing should develop a common definition of accounts most likely to yield revenue Confidential | © Demandbase 2012 All rights reserved. © Demandbase 2012 All rights reserved. Slide 6
  • 7. Named Account Marketing: Driving Assumption  Your future customers look exactly like your most valued current customers Confidential | © Demandbase 2012 All rights reserved. © Demandbase 2012 All rights reserved. Slide 7
  • 8. Named Account Marketing: List Definition Process (1 of 4)  Gather your constituents  State your assumptions about who you think your best customers are (use attributes to describe them)  Build additional possible attributes to be investigated  Combine your attribute lists: * Revenue * Geography * Industries * Employees * Sophistication * B2B v. B2C * Technology * Web Volume * Marketing Spend * IT Spend  Test your lists– would you use these lists to indicate qualified MQL’s? Confidential | © Demandbase 2012 All rights reserved. © Demandbase 2012 All rights reserved. Slide 8
  • 9. Named Account Marketing: List Definition Process (2 of 4)  Agree on sources of truth for each attribute – CRITICAL Importance  Research, research, and research again  Abandon all previous assumptions (open minds will find the truth & your biases will limit your results)  Build a list of your most valued customers  Collect data for each value on your attributes list  Be Open to the possibility that there may be additional attributes that surface in the research! Confidential | © Demandbase 2012 All rights reserved. © Demandbase 2012 All rights reserved. Slide 9
  • 10. Named Account Marketing: List Definition Process (3 of 4)  Look for unexpected patterns  Determine which attributes will allow you to include the most existing customers- test each one  List the customers you would have excluded for each attribute and the % of total included  Create a Recommended Target Profile Confidential | © Demandbase 2012 All rights reserved. © Demandbase 2012 All rights reserved. Slide 10
  • 11. Named Account Marketing: List Definition Process (4 of 4)  Create a Recommended Target Profile  Present to constituents for discussion  Apply Art to your Science  Finalize attribute list  Redefine MQL to match these criteria  Build lists of accounts that share these attributes  Consider applying the same process to contacts using keywords and titles from first & last touch on customer accounts Confidential | © Demandbase 2012 All rights reserved. © Demandbase 2012 All rights reserved. Slide 11
  • 12. Demandbase Example: Participants  Sales Leadership  Marketing Leadership  Executive Leadership Confidential | © Demandbase 2012 All rights reserved. © Demandbase 2012 All rights reserved. Slide 12
  • 13. Demandbase Example: Our Assumptions List  B2B  Revenue Band  Web Traffic  Industry (Inclusions and Exclusions)  Key Technology Use  Geography Confidential | © Demandbase 2012 All rights reserved. © Demandbase 2012 All rights reserved. Slide 13
  • 14. Demandbase Example: Distribution of Revenue Bands No Data 1. Under 2. $5 3. $10 4. $10 5. $25 6. $50 7. $100 8. $500 9. $1 10. $2.5 11. Over $5 Million Million to Million to Million to Million to Million to Million to Million to Billion to Billion to $5 Billion $10 $25 $25 $50 $100 $250 $1 Billion $2.5 $5 Billion Million Million Million Million Million Million Billion 83% have 10M+ in annual revenue 79% have $25M+ in annual revenue 64% have $100M+ in annual revenue Data not sufficient for use in profiling. Confidential | © Demandbase 2012 All rights reserved. © Demandbase 2012 All rights reserved. Slide 14
  • 15. Demandbase Example: Distribution Web Traffic No obvious distribution of web traffic by volume. Confidential | © Demandbase 2012 All rights reserved. © Demandbase 2012 All rights reserved. Slide 15
  • 16. Demandbase Example: Unique Monthly Web Traffic(+10K) 26% Above Below 74% 83% of customers have more then 5K unique visits/month. Confidential | © Demandbase 2012 All rights reserved. © Demandbase 2012 All rights reserved. Slide 16
  • 17. Demandbase Example: Customer Industries 1% 1% 2% 1% 2% 2% 3% Software & Technology Business Services 5% Telecommunications Unclassified 7% Manufacturing Transportation & Logistics Financial Services 12% Media & Entertainment 64% Electronics Retail & Distribution Printing & Publishing 76% of customers fall into two industries 83% in three industries. Confidential | © Demandbase 2012 All rights reserved. © Demandbase 2012 All rights reserved. Slide 17
  • 18. Demandbase Example: Key Technology Use 3% 15% 1 2 45% 3 4 37% 97% of our customers have 2+ key technologies. Confidential | © Demandbase 2012 All rights reserved. © Demandbase 2012 All rights reserved. Slide 18
  • 19. Demandbase Example: Winners By the Numbers  2+ Key Technologies (97%)  3 Key Industries (83%)  Web Traffic +5K/Mo (83%)  Revenue Bands $10M+ (83%)  List the customers who would be excluded if each attribute were used as a requirement  Could you have lived without them? Confidential | © Demandbase 2012 All rights reserved. © Demandbase 2012 All rights reserved. Slide 19
  • 20. Demandbase Example: Recommended Prospect Profile  2+ Key Technologies (97%)  This is the only metric that would not have disqualified a significant portion of our existing customers  List customers you would have lost if you applied this profile to your current install base  Could you have lived without them?  But…. This is not the ultimate profile we applied… this is where the ART comes in… Confidential | © Demandbase 2012 All rights reserved. © Demandbase 2012 All rights reserved. Slide 20
  • 21. Demandbase Example: The Art & Science  B2B + Geographies AND  Two+ Key Technologies OR  B2B + Geographies AND  Tier 1 Technologies OR  Tier 2 Technologies +Web Traffic Threshold Confidential | © Demandbase 2012 All rights reserved. © Demandbase 2012 All rights reserved. Slide 21
  • 22. List Building Process  Consult the agreed upon sources of truth for each attribute  Build separate lists  Concatenate the lists  Identify contacts for each account – Use same process to identify keywords and titles for first and last touches on customer accounts  Upload to CRM & MA  Market & sell  Small net fishing is preferred to pray and spray! Confidential | © Demandbase 2012 All rights reserved. © Demandbase 2012 All rights reserved. Slide 22
  • 23. Results  Well-balanced sales regions  Clearly defined MQL criteria  Vastly improved conversions through the funnel  More revenue!  Better insight to future customers earlier in the buying cycle  Delivery of right message, to right account, at right time  Aligned Marketing & Sales focus Confidential | © Demandbase 2012 All rights reserved. © Demandbase 2012 All rights reserved. Slide 23
  • 24. It is all in the journey  As in all things in B2B Marketing, we are never done, the target list is a living thing that grows and changes with your market  Question your assumptions and driving attributes on a regular basis  Create a process for review and revision Confidential | © Demandbase 2012 All rights reserved. © Demandbase 2012 All rights reserved. Slide 24
  • 25. To request information on how Demandbase can enable your Named Account Marketing http://www.demandbase.com/landing-page/RTID-Demo-Request/ Confidential | © Demandbase 2012 All rights reserved. © Demandbase 2012 All rights reserved. Slide 25