Demandbase Secret Sauce: How Demandbase Uses Account-Based Techniques to Drive Growth

JON MILLER
Chief Marketing Officer | Demandbase
Demandbase Secret Sauce
How Demandbase Uses Account-Based Techniques to Drive Growth

© 2021 Demandbase |
© 2021 Demandbase
Get Your Copy!
250+ pages of
practical advice and
best practices
demandbase.com/guide
2

© 2021 Demandbase
Demand
Generation
Account-Based
Marketing
4

“Getting poked by
a spear doesn’t feel
very good.”
Introducing
Account-Based Experience
5

The Core ABX Processes
6
Find
the accounts that drive
your business
Engage
with relevant, personalized
interactions across
channels
Align
Marketing and Sales to
coordinate interactions
and close more deals
Build
your account data
foundation
Measure
account progress
6

© 2021 Demandbase | 7
Two atoms were walking across a road
when one of them exclaimed, “I think I lost
an electron!”
“Really!” the other replied, “Are you sure?”
“Yes, I’m absolutely positive.”

Build
8

Critical data scattered across systems
Without a proper account data
foundation, you:
• Can’t identify the high-quality accounts
that are in-market and ready to engage.
• Can’t orchestrate relevant account
interactions across channels.
• Can’t align Sales and Marketing around
a common view of the account.
• Can’t measure success, tracking how
your efforts are moving the account
needle.
9

Connect all your data
10
For one comprehensive view of the account and the people at them
CRM
Marketing
Automation
Corporate Email
Ad Impressions
Website Visits (Anonymous)
Intent
1st Party 3rd Party
Contacts
Deanonymize
Lead-to-Account
Match
Maintain
Validate
Cleanse
Enrich
Deduplicate
Account ID
Firmographics &
Hierarchies
Technographics

I had an argument with a 90° angle.
I lost.
It turns out it was right.

Find
12

The number of accounts you could pursue
is larger than the number you can pursue
Two key strategies:
1. Defining different styles of ABX
based on account value.
2. Triggering extra focus.
13

© 2021 Demandbase
“Handful” – median 14, mean 39
$2M-$100M++
“Dozens” – median 50, mean 177
$250K – $2M
“Hundreds” – median 500, mean 6,221
$50K – $250K
1:1
Targeted Demand Gen
(ICP)
1:Many
1:Few
“Thousands”
<$50K
Source: ITSMA and ABM Leadership Alliance, 2020 ABM Benchmark Study
14

© 2021 Demandbase
Mistake:
picking too many
accounts at top
tiers
Answer:
Entitlements
determine how
many accounts
you can manage
by tier
15

© 2021 Demandbase
Always On Extra Focus
1:1
• Account plan
• 1:1 workshop
• VIP experiences
• 100% custom content, chat
• Advertising $$$
• Proactive outbound
• Quarterly contact refresh (5)
• $100+ gifting
• Cameo message
• 100% customized response
1:Few
• Mini account plan
• 20% custom content
• Advertising $$
• Proactive outbound
• Quarterly contact refresh (3)
• $75+ gifting
• Highly customized response
1:Many
• Advertising $
• Limited outbound
• Program-based content
• $50+ gifting
• Customized response
ICP
• General demand gen
• No outbound until trigger
• Lightly customized
response
16

Use FIRE to find and identify top accounts
Pipeline Predict
Qualified accounts showing behaviors that predict buying
activity, let’s us know when to give an account extra focus (MQA)
AI + Big Data
Finds and Scores
Buying Patterns F it Accounts in your ICP
I ntent Interest in your products and/or competitors
R elationship Context and history with the account
E ngagement Time spent with your company
17

Time to select… Marketing-driven, Sales-owned
18
1:1
1:1
1:1
1:Many
1:Few
1:Many
1:Few

After a sheepdog chased all the sheep into
the pen, he told the farmer “All 40
accounted for.”
“But I only have 36 sheep,” the farmer
replied.
“I know,” said the sheepdog. “But I
rounded them up.”

Engage

Typical ABX Engagement Channels
TOPO Marketing Technology Report 2019

In ABX, we align interactions to the account journey
Pipeline Predict
Qualified accounts showing behaviors that predict buying activity
Awareness
Engaged
MQA
Opportunity
Customer
Post-Sale
Qualified
Account Journey
Customizable
Stages
AI + Big Data
Finds and Scores
Buying Patterns F it Accounts in your ICP
I ntent Interest in your products and/or competitors
R elationship Context and history with the account
E ngagement Time spent with your company
22

In ABX, we align interactions to the buyer’s journey
23
23
Aware
Engaged
MQA
Opportunity
Customer
Expansion Opp
Expansion Won
Qualified
Early in the journey, focus on
building your brand on a
foundation of trust.
Move from emotion to logic
with thought leadership
and education.
Engage when
accounts are
in-market
and actually
interested in
hearing from
you
Focus on validation and
consensus across the
entire buying committee.

What did the zero say to eight?
Nice belt!
What did eight say to infinity?
Stand up and know your limits.

Align

Changing Dynamics for Sales and Marketing
26
Old: The Hand-Off New: Orchestration
TOPO: #1 indicator of account-based success is the
coordination between marketing and sales.
Source: TOPO’s 2019 Benchmark survey

3
74%
say sales’ awareness of
marketing campaigns is
important to win their business1
of B2B sales reps who receive alerts
to key actions required on
opportunities say these alerts help
them do their job better1
When Sales and Marketing teams are
aligned, companies see an average of
19% faster revenue growth and 15%
higher profitability2
S O U R C E : 1 . S A L E S F O R C E , S T A T E O F T H E C O N N E C T E D C U S T O M E R
2 . S I R I U S D E C I S I O N S , K E Y N O T E A T S I R I U S D E C I S I O N S S U M M I T 2 0 1 9
85%
Share insights
Align data Coordinate interactions
1 2
19%
Three Levels of Marketing-Sales Alignment
27

Share insights into key account opportunities
Sample Alerts
• Target accounts visiting the website
• Newly engaged executives
• Accounts with trending intent
• New Marketing Qualified Accounts
(high Pipeline Predict scores)
• Interactions with key content assets or
campaigns (e.g. watching online demos
or achieving ABM Certification)
• Open opportunities showing intent for competitors
• Upcoming renewals showing
intent for competitors
• Closed lost opportunities
that are waking back up
• Potential cross-sell
opportunities
v
2

ABX Stand Ups
The Secret Weapon for GTM Alignment
3

Why are parallel lines so tragic?
They have so much in common, but they’ll
never meet.

Measure

Don’t count the people
you reach; reach the
people that count.
– David Ogilvy

Engagement metrics tell you relationship quality
Accounts visited
76
Change in account visits
1
3% ↑
Total page views
3,914
Change in page views
1
3% ↑
Website visits
Page
views
A
c
c
o
u
n
t
s
Page views New accounts Returning accounts
1200
900
600
300
0
60
45
30
15
0
Sep 13 Sep 27 Oct 11 Oct 25 Nov 8
Nov 8 Nov 22 Dec 6
Totals
Marketing
Sales
Unclassified
Administration
R&D
CXO VP Director Manager Other
733 1,796 1,983 5,537 8,760
108 740 1,618 3,631 2,831
0 108 122 681 317
122 523 9 154 60
502 0 0 0 0
0 15 5 0 128
33

Why is six afraid of seven?
Because seven eight nine!
But why did seven eat nine?
Because you’re supposed to eat
3 squared meals a day!

Account-Based
Technology

Technology
•ABX is a business strategy,
not a technology category
•Account-based “leaders”
spend 46% more on ABM
technology than “laggards”
TOPO 2018 Account-Based Technology Report

Technology Category
Impact and Satisfaction
TOPO Marketing
Technology Report 2019

ABX Maturity: Think Big, Start Small, Move Quickly
41
1. Pick your accounts: Identify accounts in your ICP, prioritized
by intent.
2. Pilot account-based advertising: An easy on-ramp since
most companies already make brand investments.
3. Map leads to accounts: Lead-to-account
matching is the foundation of any ABX
initiative.

Why do teenagers travel in groups
of 3s and 5s?
Because they can’t even.

THANK YOU
Continue the Chat at the Post-Presentation
Huddle in the Networking Lounge!
JON MILLER
LinkedIn: www.linkedin.com/in/jonmiller2/

Demandbase Secret Sauce: How Demandbase Uses Account-Based Techniques to Drive Growth

Recomendados

Recomendados

Mais conteúdo relacionado

Mais procurados

Mais procurados (20)

Semelhante a Demandbase Secret Sauce: How Demandbase Uses Account-Based Techniques to Drive Growth

Semelhante a Demandbase Secret Sauce: How Demandbase Uses Account-Based Techniques to Drive Growth (20)

Mais de Demandbase

Mais de Demandbase (20)

Último

Último (20)

Demandbase Secret Sauce: How Demandbase Uses Account-Based Techniques to Drive Growth