Whether your company is already up and running with an Account-Based Marketing strategy or just beginning to dabble in it, you’ll find that tracking the right metrics is key to ensuring ROI. It’s critical to find out what’s working and change what’s not, so you can focus your efforts as you plan for the year ahead. During this webinar, Nani Jansen, a Demandbase ABM practitioner, will provide key insights into refining your ABM efforts, including how to: - Build an ABM strategy and measurement program tailored to it - Identify the key metrics that matter - Use analytics to refine targeting and personalization and - Evaluate performance across the entire sales and marketing funnel

1. HOW TO CREATE AND MEASURE AN
ABM STRATEGY
Nani Jansen
Director of Product Marketing, Demandbase

2. © 2016 DEMANDBASE｜SLIDE 2
TODAY’S PRESENTER
NANI JANSEN
Director, Product Marketing
@nannekej
LIA HANSON
Director, Demand Gen
@liasoon

3. AGENDA
How do you:
§ Get your database ready for ABM?
§ Create and track a target account list?
§ Determine goals?
§ Set yourself up for success?
§ Measure performance?
§ Enable your sales team?

4. © 2018 DEMANDBASE｜SLIDE 4
DEMAND GEN EVOLUTION
THEN NOW
VOLUME QUALITY BUSINESS
METRICS
low conversion quality data high conversionIncomplete data
VANITY
METRICS

5. © 2018 DEMANDBASE｜SLIDE 5
CHALLENGES
POOR TRANSLATION
marketing investment not tied to revenue1
2 LOSING LEADS
Sales won’t follow up on poor leads
x
x
CHALLENGES

6. © 2018 DEMANDBASE｜SLIDE 6
Collaboration vs. Conflict
Quality vs. Quantity
Efficiency vs. Wastefulness
Proactive vs. Reactive
Intelligence vs. Leads
You are on the right track when
SMARTER

7. INFRASTRUCTURE
DATA INTEGRITY

8. © 2018 DEMANDBASE｜SLIDE 8
COST OF BAD DATA
Poor Customer Data Costs $611 Billion per
year for U.S. Firms
of Average Database Contains
Critical Errors
More Revenue can be
Generated from Quality Data
UP TO
25%
UP TO
70%

9. © 2018 DEMANDBASE｜SLIDE 9
THE 1-10-100 RULE
COSTS TO THE COMPANY…
To Prevent
To Correct
To Do Nothing

10. © 2018 DEMANDBASE｜SLIDE 10
Prioritize WHAT you need to do and
WHERE your problems are
How many accounts/contacts do you have?
Is the relevant data structured and organized
so that you can market them?
?
STATE OF THE DATABASE

11. © 2018 DEMANDBASE｜SLIDE 11
§ Identify the accounts in your CRM
§ Validate relevant data (firmographics
contacts, etc.)
§ Push data between CRM and MAS
§ Create flexibility: system for adding and
removing target accounts
The tactical step after building your
list is to identify it in CRM
TIPS FOR YOUR TARGET ACCOUNT LIST

12. © 2018 DEMANDBASE｜SLIDE 12
This isn’t one-size
fits all.
SET DATABASE BENCHMARKS

13. © 2018 DEMANDBASE｜SLIDE 13
The size of the
account might
lead to different
goals
SET SPECIFIC GOALS

14. © 2018 DEMANDBASE｜SLIDE 14
§ Low hanging fruit to
make conversion easier.
§ Useful for segmentation,
lead scoring, lead routing
and sales enablement.
ABM & Forms
STANDARDIZING DATA

15. HOW DO YOU
CREATE A TARGET ACCOUNT LIST

16. © 2018 DEMANDBASE｜SLIDE 16
Secure
agreement
from ABM
Leadership
Team
Verify and
iterate with
field sales
Update at
regular
intervals
Build an
initial list
4321
It’s A Collaborative Process
CREATE A TARGET ACCOUNT LIST

17. © 2018 DEMANDBASE｜SLIDE 17
Checkboxes
Identify your account in SFDC to report
and prioritize
Opportunity Influence
Think about the full buyer experience
to go beyond the first/last touch
HOW DO YOU TRACK IT

18. HOW DO YOU
DETERMINE GOALS

19. © 2018 DEMANDBASE｜SLIDE 19
HOW TO DETERMINE GOALS
MARKETING FINANCESALES
Align

20. © 2018 DEMANDBASE｜SLIDE 20
BUSINESS
OBJECTIVES
PIPELINE
Based on
INCENTIVIZE YOUR MARKETING TEAM

21. © 2018 DEMANDBASE｜SLIDE 21
MEASURE
1
2
3
Select focus areas
Identify what is working
Set a baseline

22. HOW DO YOU
SET YOURSELF UP FOR SUCCESS

23. © 2018 DEMANDBASE｜SLIDE 23
Is it the right target account list?
What percentage of pipeline is on your target
account list?
Why is xx% coming from outside of your target
account? Do you need an audit?
PLANNING FOR SUCCESS

24. © 2018 DEMANDBASE｜SLIDE 24
Sam
Peter
Katie
Rory
Justin
by SDR
by AE
by CSM
PLANNING FOR SUCCESS
Target Account Distributions

25. HOW DO YOU
MEASURE PERFORMANCE

26. © 2018 DEMANDBASE｜SLIDE 26
ACCOUNT ANALYTICS
% target account
COVERAGE
% target accounts
TOUCHED
% target accounts
ENGAGED
% target accounts
IN SALES CYCLE

27. © 2018 DEMANDBASE｜SLIDE 27
MEASURE PERFORMANCE
Understand how target accounts are
performing relative to one another

28. © 2018 DEMANDBASE｜SLIDE 28
MEASURE PERFORMANCE
View account activities in specific accounts

29. © 2018 DEMANDBASE｜SLIDE 29
MEASURE PERFORMANCE
Compare target and
non-target cohorts

30. © 2018 DEMANDBASE｜SLIDE 30
BUSINESS
OUTCOMES
Close Rates
Average Deal Size
Funnel Velocity

31. © 2018 DEMANDBASE｜SLIDE 31
ENABLE YOUR SALES TEAM
ADVOCACYRENEWALONBOARDING INFLUENCE
Lifetime
Value

32. HOW DO YOU
ENABLE YOUR SALES TEAM

33. © 2018 DEMANDBASE｜SLIDE 33
ENABLE YOUR SALES TEAM
Look at the breakdown of teams
• Who are you feeding?
• What is the distribution?
How can you enable who you are feeding?
• Reports, follow-up assets, email templates
How do you incorporate sales?
• Feedback on quality of programs and accounts

34. KEY TAKE AWAYS
• Determine and align goals with
Sales
• Collaborate on target account
list
• Track your list
• Measure success against goals
• Enable Sales with the right
resources

35. Q&A