Presentation shared at Marketing Innovation Summit for B2B.

1. ACCOUNT BASED MARKETING
INTRODUCTION
MARKETING
INNOVATION
SUMMIT
FOR B2B
presented by
#B2BSummit | @Demandbase
April 29-30, 2015 | AT&T Park, San Francisco, CA

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Misaligned priorities create a chasm
SALESMARKETING
Leads
Personas
Quantity
Individuals
Opportunities
Buyers/Influencers
Quality
Accounts

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The result…
MARKETING
“We delivered
1,238 MQLs
this quarter.
+27% above goal!”
SALES
“Marketing isn’t
supporting us”

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Leads aren’t valued…
of marketing
generated leads are
never followed
up by sales.
50%
- Miller Pierce, 2014 VOC Study

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The Buyer Journey has changed,
but marketing spend remains the same
SALES
CALL
LEAD
SOCIAL
MEDIA
WEBSITE
VISIT
SEARCH
DETERMINE
PROBLEM
WEBSITE
VISIT
WEBSITE
VISIT
WEBSITE
VISIT
Typical B2B Buying Process

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Digital habits have changed B2B buying
40%
— IDC
more stakeholders
than 4 years ago.

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Proof from 3 Different Analyst Firms
67%
of the buyer’s journey
is now done digitally
⅔-90%
of buyers are through their
journey before they reach
out to the vendor
57%
of the sale cycle is
complete by the time a
supplier is engaged
BOTTOM LINE:
A large portion of the buying process is done online and without Sales.

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The B2B market is finite
Source: US Census Bureau
U.S. Businesses:
28 million
>1 Employee:
6 million
$10M+:
200,000
$100M+:
20,000
$1B+:
2,000
…most B2B companies target 2,000-5,000 accounts total

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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?
1
• 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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Getting started with a Target Account List
Iterate
• Test Assumptions against best customers
• Build additional attributes & attribute values
• Expand/Drop attribute list
2
Gather
Constituents – Sales, Marketing, Business
Attributes – Describe your market segments
Customer List – Your best customers
1
Prioritize
• Set of attributes and values
• Universe of Targetable Accounts
• Maintenance and Review Process
3
Deploy4
• Create Segments
• Map experiences and benchmark
• Attract – Engage – Convert – Measure

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ACCOUNT-BASED MARKETING
AT DEMANDBASE

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The Process
IDENTIFY
STAKEHOLDERS
EXECUTE
PROGRAMS
PREDICTIVE
ANALYSIS
SCRUB LIST
ENGAGEMENT
PLANS
MEASURE
REFRESH LIST
QUARTERLY

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Field event prioritization

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Personalized experiences at each touch point

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Measure accounts by territory
$375,50023
AUGUST
$190,35015
JULY
Programs executing this quarter:
§ Account-Based Advertising
§ Account-Based Retargeting
§ Chicago Field Program
§ Cleveland Appt. Setting Campaign
§ Content Marketing World
Performance Assessment:
§ 5 more target accounts engaged this month
§ 6 key accounts engaged in in-person activities
§ General upswing in engagement, but not as much
as planned
§ Q4 programs increased to address this

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DB 1500 vs. Non-DB 1500 Accounts
FUNNEL
VELOCITY
ASP CLOSE RATE
Enterprise 7% +26% +75%
Mid Market 4% +5% +10%
Advertising -16% +72% +21%

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ACCOUNT-BASED MARKETING
SCORECARD

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ABM Scorecard Objectives:
§ Self Assessment of where your organization is on
your Account-Based Marketing journey
§ Identify development areas and priority areas for
adoption of Account-Based Marketing
§ Identify workshop sessions that you and/or
colleagues should attend today to build competency
in development areas

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How to fill out the scorecard
§ 7 sections – Each covers an important area of
the complete ABM process
§ Score based on how true each statement is
for your own organization
§ Tabulate scores for each section

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FILL-OUT THE SCORECARD

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Top of Funnel ABM. Opportunity to take ABM through the entire funnel.
How to read the assessment score
Mid Funnel ABM. Opportunity in acquisition as well as aligning
and closing the loop with Sales
OPPORTUNITY!!! Make the most of MIS!

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THANK YOU!