You're invested in ABM so we're invested in your success - including your 2020 strategy. Join us for an exclusive, invitation-only ABM strategy session led by Demandbase ABM Strategist, Bonnie Thomas. Whether you joined us for our 2020 Planning webinar, a product Masterclass, or are simply looking to ask specific strategic questions from your fellow customers, this live Q&A will offer you insights into getting things done right in 2020. During this interactive Q&A, we'll explore: - Meaningful and measurable goals and objectives - Targeting and engagement practices that convert your high-valued accounts - Integrating ABM strategies across key marketing functions - How to manage data flow throughout the ever-evolving and ever-growing tech stack Walk away with a full understanding of how to turn your ABM vision into a workable plan, set it to a timeline and hit the ground running in 2020.

1. ABM STRATEGY Q&A
BONNIE THOMAS, SR. ABM STRATEGIST

2. AGENDA
§ ABM MASTERCLASS: TARGETING
§ ABM MASTERCLASS: ENGAGEMENT
§ NAILING ABM IN 2020
§ BONUS NEW CONTENT! 3 BIG ABM MEASUREMENT TIPS
§ Q&A

3. ABM MASTER CLASS: TARGETING

4. © 2019 DEMANDBASE SLIDE 4
AUDIENCE BUILDING—START BROAD, THEN NARROW
§ TAM: Total addressable market—all
companies that could buy from you
§ TARGET MARKET: Accounts that meet your
ICP
§ TARGET ACCOUNTS: Marketing identified
target accounts, e.g., key verticals + sales
priority accounts
§ SEGMENTS: Key verticals, upsell/cross-sell
opportunities, journey stage, high propensity
to buy, etc.
TAM
Target
Market
Target Accts
Key
Segments
BA
D
C

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Within target accounts, there are further distinctions and segments to be
aware of. Think about these factors:
§ Revenue potential for your company
§ A firmographic fit—the right industry, company size, and region
§ Journey stage—lower-funnel opportunities may close faster
§ Propensity to buy based on demonstrated purchase intent online
§ Propensity to buy based on online engagement rates
§ Propensity to by based on relationships, CSAT scores, past close rates,
etc.
HOW TO PRIORITIZE TARGET ACCOUNTS

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SETTING GOOD TARGETING GOALS
§ Reflect overall campaign
objectives
§ Set goals for each segment—
which may be different
§ Organized around the
customer journey
§ Awareness
§ Engagement
§ Conversion
§ Specific
§ Quantified
§ Time sensitive

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BUDGETING GUIDELINES BY CAMPAIGN TYPE
Monthly
budget per
company
Funnel stage
Lower funnel
Mid funnel
Top of funnel
Account priority
Tier 1
Tier 2
Tier 3
Business Unit /
Opportunity Size
High ACV
Medium ACV
Low ACV
$60 - $75
$35 - $60
$15 - $35

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CAMPAIGN CADENCES
BURST ALWAYS ONPLANNING CYCLE
SEQUENCESSEGMENTS

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THE ELEMENTS OF AN AD
1. Headline communicates a
clear message
2. Relevant and compelling
visual
3. A call-to-action – clear
direction on what you want
the visitor to do
4. Light body copy
1
3
24

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BEST PRACTICES: AD PERSONALIZATION
§ We recommend putting the
personalization in the final message for
the greatest impact.
§ Of course, it will be even more impactful
if you personalize all frames when
possible. This way there is no mistaking
these ads are relevant to the targeted
audience.
Use personalization on the final frame at least

11. ABM MASTER CLASS: ENGAGEMENT

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PERSONALIZED WEB EXPERIENCES REQUIRE SEGMENTATION
Relevant Content
Industry Image
Updated Tagline
Industry Association

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COMMON SEGMENTATION APPROACHES
§ Industry
Industry verticals tend to have unique and specific attributes, pain points and goals.
§ Company Size
Mid-market companies typically face much different challenges than SMBs or enterprise organizations.
They also have different buying committees, sales cycles and decision processes.
§ Journey Stage
The most successful messages and creative treatments you present to companies who are just becoming aware of
your products and services can look very different from those who have been engaged with you for some time or are
just about ready to pull the trigger.
§ Product Usage
Particularly useful for developing engagement strategies that advance cross-sell and upsell opportunities
§ Customer/Prospect/Partner
Prospects may need to know more about who you are and what you do, while customers may respond well to special
offers for upsells. Partners, on the other hand, may be best motivated by reminders of your position as an industry
leader.
§ Intent
Customers who are already in-market for your products and services, or already engaged on your site will respond to
messages and web experiences very differently.

14. © 2019 DEMANDBASE SLIDE 14
§ It’s important to ask yourself a few key questions before you settle in on
your approach:
§ Are your segments truly different in a meaningful way?
§ Do you have different messages, content, offers and experiences for
each segment?
§ Do each of your target accounts fall clearly into one segment or another?
§ If the answer to any of the above questions is no, revisit your
segmentation strategy until you arrive at a model in which
each segment is uniquely differentiated.
HOW DO YOU KNOW IF YOU HAVE THE RIGHT SEGMENTATION?

15. © 2019 DEMANDBASE SLIDE 15
1. Focus on your best opportunities
2. Start simply – one or two segments
3. Set goals for each segment
4. Segments should be unique in a
meaningful way
5. Segments should be large enough to
provide scale
6. Target accounts should fall clearly into
one segment or another
7 SEGMENTATION
BEST PRACTICES

16. NAILING ABM IN 2020

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ABM IS AN ITERATIVE PROCESS
WORKING
REPORTING
PROGRAM
CHANGESTRATEGY
NOT
WORKING
ANALYSIS

18. © 2019 DEMANDBASE SLIDE 18
ABM IS A PROCESS OF CONSTANT ITERATION
Report target
account visitors to
sales
Report target
account engagement
data to sales
Report target
account pipeline
to management
Report ABM Success
Are target
accounts
visiting the
site?
Are target
accounts
engaging on
site?
Are target
accounts
entering
pipeline?
Are target
accounts
closing?
Revise
Attraction
Strategy
Revise
Engagement
Strategy
Develop
segmented
target account
list
Messaging
Content
Optimization
Personalization
Forms
DM
Email
Events
Advertising
PR
Revise ABM
Strategy
Revise sales
Strategy
Right accounts?
Right segments?
Right sales
Approach?
YES YES YES YES
NO NO NONO
Set Goals &
KPIs
(attraction,
engagement,
conversion)

19. © 2019 DEMANDBASE SLIDE 19
REALLY GOOD ABM GOALS
1. Increase awareness with white space accounts by 15% this half
2. Increase healthcare company engagement by 25% this quarter
3. Increase MQLs by 10% quarter over quarter
4. Add 10 net new logos to pipeline this half
5. Shorten sales cycle by 20% by year end
Quantified and time bound

20. © 2019 DEMANDBASE SLIDE 20
ALIGING GOALS, STRATEGIES, TACTICS, ACTIONS
GROW
PIPELINE
by 10%
STRATEGIES ACTIONS
ENGAGE
CONVERT
TACTICS
•ID audiences for
engagement
•Deliver the right content to
the right account at the
right time.
•Unify the customer
experience across touch
points
•Integrate target account
experiences across: Email,
Field events, Industry
events, Direct mail
•Identify high value pages to
personalize
•Personalize high value pages by
segment
•Shorten forms
•Deploy Optimization
•Share campaign plan with field,
comms, brand, etc.—get to
programmatically align
•Share campaign plan with sales
Use marketing
insight to trigger and
prioritize sales
outreach
•Provide target account
web engagement data to
sales.
•Receive sales outreach
reports weekly.

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BEST PRACTICE ABM PLAN
INCREASE
AWARENESS
STRATEGIES
ACTIONS
ID
ATTRACT
ENGAGE
SALES
ENABLE-
MENT
TRACK,
MEASURE,
REPORT
TACTICS
Build target account lists based on
intent data
Using intent data, segment campaigns
1. journey stage
2. keyword intent
1. Focus on segments that are
already aware
2. Serve relevant, unique, timely,
engaging messages and offers to
each segment
1. Get into the buying process early
2. Use intent and web engagement
data to prioritize sales outreach
1. Ensure messages, content and
offers are right for each segment.
2. Optimize campaigns.
1. Include sales in profile building.
2. Use intent to identify best
opportunities (segments).
3. Include sales named accounts in
target lists.
4. Unify the entire marketing function
around target accounts.
1. Personalize web experiences for
each segment.
2. Share campaign plans across
marketing function.
3. Share campaign plans with sales.
1. Provide intent and web
engagement data to sales
2. Get sales feedback.
1. Implement ABM data management.
2. Report awareness and
engagement data to sales
3. Report business outcome data to
C-level.
INCREASE
MQLs
INCREASE
CONVERSION
IMPROVE
MEASUREMENT
1. Baseline and track key metrics
across the funnel
2. Automate reporting across the
funnel

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GOALS (WHAT KEY ADVANCES DO YOU NEED TO MAKE THIS YEAR?)
1. _________________________________________________
2. _________________________________________________
3. _________________________________________________
4. _________________________________________________
5. _________________________________________________
6. _________________________________________________
7. _________________________________________________
8. _________________________________________________
9. _________________________________________________
10. _________________________________________________

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STRATEGIES AND TACTICS THAT SUPPORT GOALS
1. ________________
2. ________________
3. ________________
4. ________________
STRATEGIES (Plan or Policy)GOALS (Desired Result) TACTICS (Means Used)
a) _________________
b) _________________
c) _________________
d) _________________
e) _________________
f) _________________
i. _________________
ii. _________________
iii. _________________
iv. _________________
v. _________________
vi. _________________
vii. _________________

24. © 2019 DEMANDBASE SLIDE 24
GOAL 1
_______
_______
STRATEGY 1 TACTICS
1. ________________
2. ________________
3. ________________
GOAL 1
_______
_______
GOAL 1
_______
_______
STRAT 2
_______
_______
STRAT 3
_______
_______
STRAT 4
_______
_______
STRAT 5
_______
_______
STRAT 6
_______
_______
STRAT 1
_______
_______
STRATEGY 2 TACTICS
1. ________________
2. ________________
3. ________________
STRATEGY 3 TACTICS
1. ________________
2. ________________
3. ________________
STRATEGY 4 TACTICS
1. ________________
2. ________________
3. ________________
STRATEGY 5 TACTICS
1. ________________
2. ________________
3. ________________
STRATEGY 6 TACTICS
1. ________________
2. ________________
3. ________________
STRATEGY 1 ACTIONS
1. ________________
2. ________________
3. ________________
4. ________________
STRATEGY 2 ACTIONS
1. ________________
2. ________________
3. ________________
4. ________________
STRATEGY 3 ACTIONS
1. ________________
2. ________________
3. ________________
4. ________________
STRATEGY 4 ACTIONS
1. ________________
2. ________________
3. ________________
4. ________________
STRATEGY 5 ACTIONS
1. ________________
2. ________________
3. ________________
4. ________________
STRATEGY 6 ACTIONS
1. ________________
2. ________________
3. ________________
4. ________________
ABM PLANNING
TEMPLATE

25. 3 BIG ABM MEASUREMENT TIPS

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Tip #1
Resist consumer KPIs.
B2B is not transactional.
B2B involves buying committees.
If you wait for leads, it’s kind of too late.
Only qualified clicks and engagements matter.

27. © 2019 DEMANDBASE SLIDE 27
Tip #2
Think long-term. Measure short-term.
B2B sales cycles are long.
Measure both short-term and long-term KPIs.
Align measurement with the customer journey.

28. © 2019 DEMANDBASE SLIDE 28
Tip #3
Measure incremental change.
Week/week, quarter/quarter, period/period
Pre & post campaign or event
Target Account v non-, Audience v audience, campaign v campaign
Aware, engaged, converted, closed/won target accounts
Pre & post strategy, program, capability change.
Marketing efficiency.

29. Q&A

30. THANK YOU