Jessica Fewless: ABM Road Warrior: Lessons Learned from over 100 Customer Meetings

1. ABM ROAD WARRIOR
Jessica Fewless, Sr. Director, Field & Partner Marketing
Demandbase
LESSONS LEARNED FROM OVER 100 CUSTOMER MEETINGS

2. © 2017 DEMANDBASE｜SLIDE 2
MATURITY
2013 2014 2015 2016 2017
THE EVOLUTION OF THE CONVERSATION AROUND ABM
WHAT is
ABM?
Interesting
…maybe
next year
I don’t
know where
to start
IN! Tell me
HOW!
Tell me
how to do
it BETTER!
+Workshops +Certification:
Foundations
+ Certification:
Advanced &
Online
Demandbase Response

3. Lesson #1:
Sales and Marketing need to
be aligned for an ABM strategy
to succeed
DIRECTOR OF MARKETING:
”I know, we’ll just do it and
Sales is gonna love it!”

4. SLIDE 4
THE OLD MODEL OF THE SALES FUNNEL
MARKETING SALES
MQL
IDENTIFIFY
CLOSE

5. SLIDE 5
THE NEW MODEL OF THE SALES FUNNEL
CLOSE
IDENTIFIFY
MARKETING
SALES

6. Lesson #2:
The list needs to be created,
maintained and shared by
BOTH Sales & Marketing
SVP OF SALES:
“I already gave Marketing my
target account list…what’s
the problem?”

7. SLIDE 7
TARGET ACCOUNT LIST
These are the companies that
are most likely to buy from
you, due to characteristics
that set them up for success.
Shares Focus
Aligns Resources
Facilitates Compliance
Role of the List:

8. SLIDE 8
TARGET ACCOUNT LIST
It’s always collaborative!
Secure Agreement
from leadership
Verify & Iterate
with sales
Update
at regular intervals
Build
an initial list
4321

9. Lesson #3:
Segmentation, coupled with
key business objectives, is key
to ABM success
VP OF DEMAND GEN:
“We need to increase
revenue from Enterprise
companies by 30%!”

10. SLIDE 10
SEGMENT YOUR TARGET ACCOUNT LIST
Segments you select must
have discrete business
objectives that marketing
can build programs to support

11. SLIDE 11
MEASURE BEFORE…
1. Identify what’s working
2. Select focus areas
3. Set a baseline
AND AFTER…

12. Lesson #4:
Your installed base should
ABSOLUTELY be part of your
strategy!
CUSTOMER MARKETING
MANAGER:
“Can we use this for our
customers, too?”

13. SLIDE 13
YOUR CUSTOMERS ARE YOUR BEST AUDIENCE
§ You know a LOT about your
customers:
§ key business drivers
§ renewal cycle
§ major painpoints
§ opportunity for growth
80/20 Rule

14. Lesson #5:
Last touch attribution will not
work with an ABM strategy.
DIRECTOR, INTEGRATED
MARKETING:
“Now that we’re focused on
our Target List of 1000
account, my team is stepping
over itself within accounts.”

15. SLIDE 15
ATTRIBUTION
§ Marketing WILL touch all Target Accounts
§ Think about the full buyer experience to go beyond the first/last touch
§ Understand the role of each program
§ Prioritize campaigns accordingly
NOT A MARKETING VS SALES ISSUE
0%
20%
40%
60%
80%
100%
-12 -11 -10 -9 -8 -7 -6 -5 -4 -3 -2 -1 0
Event Webinar Webform Contact Me / Demo Request Field Marketing

16. SLIDE 16
CAMPAIGN AND SEGMENT PRIORITIZATION
Alignment and Coordination is key
STRATEGIC ACCOUNTS TARGET ACCOUNT LIST
Field Territory accts Non-Field accts Field Territory accts Non-Field accts
Engaged
contact
Non-
engaged
Engaged
acct
Non-
engaged
Engaged
contact
Non-
engaged
Engaged
acct
Non-
engaged
Direct Mail X X X X
Field event X X
Webinar X X
eBook X X X X

17. Lesson #6:
ABM doesn’t necessarily
require additional budget or
resources.
CMO:
“We’re already strapped on
budget, and each of our
marketing team members
has a full plate. We just can’t
execute on ABM right now.”

18. SLIDE 18
KEY GAINS OF AN ABM STRATEGY
Collaboration vs. Conflict
Quality vs. Quantity
Efficiency vs. Wastefulness
Proactive vs. Reactive
Intelligence vs. Leads

19. © 2016 DEMANDBASE # 19
RE-ALLOCATION REVIEWED
$222K / year
for New ABM
Programs & ABM
Technologies
$465k
FULL BUDGET
CONTENT SYNDICATION
WEBINAR SPONSORSHIPS
DIGITAL ADVERTISING
REGIONAL EVENTS
SAVING BY ABM APPROACH
$243k
FULL BUDGET
Standard B2B
Marketing Spend
ABM Optimized
Spend

20. Lesson #7:
Get Started. Focus on
campaign metrics short term,
and business metrics long
term.
CMO:
“We’re already behind and I
need to set expectations with
our c-suite. How quickly can
we expect to see results from
an ABM strategy?”

21. © 2016 DEMANDBASE / SLIDE 21
THE IMPACT OF ABM
3.89
3.81
4.12
4.15
3.70
4.23
4.44
4.17
4.18
4.30
4.32
4.38
4.39
4.87
1 2 3 4 5
Customer Retention Rate
Initial Contract Value
Close Rate
Return on Sales &
Mktg. Investment
Upsell/Cross-sell
Overall LTV
Alignment Between
Sales & Marketing
1 yr+ <1yr
TOPO: ABM State of the Market
ABM provides much
greater benefit than
traditional approach
ABM and
traditional
are same
Traditional
approach benefit
is much greater
ABM BENEFITS
INCREASE OVER TIME
The Benefits Of ABM vs. Traditional
Marketing are more Pronounced as
you Scale your Efforts

22. SLIDE 22
SDR TEAM EFFICIENCY
The quarterly pipe output of each SDR
has tripled since the beginning of 2015
0.0
5.0
10.0
15.0
20.0
25.0
30.0
Q115 Q215 Q315 Q415 Q116 Q216 Q316 Q416*
AveragePipeCountperSDR
BY THE NUMBERS
Inbound Reps: 2
Outbound Reps: 11
Pipe/Quarter/Rep: 24
Inbound: handle all inbound
from non-DB3k accounts
Outbound: handle inbound &
outbound efforts for DB3k

23. SLIDE 23
2013 2014 2015 2016*
0%
20%
40%
60%
80%
100%
PIPELINE GENERATED COST PER OPP
MARKETING EFFICIENCY
* CALCULATED FOR
FIRST HALF OF YEAR
Baseline
+50%
+150%
+250%

24. SLIDE 24
SALES EFFICIENCY
MQL SAL PIPELINE CLOSE
82%
49%
24%
96%
64%
42%
ñ17%
ñ51%
ñ75%

25. SLIDE 25
SALES TEAM CLOSE RATE ACV FUNNEL VELOCITY
Enterprise +217% +69% +35%
Mid Market +136% +23% +24%
Advertising +47% +12% +6%
CORPORATE EFFICIENCY

26. § Sales & Marketing Alignment is
the Foundation for ABM
§ Think differently about your
Data and Metrics
§ Efficiency is the name of the
game
KEY TAKE AWAY

27. SLIDE 27
VISIT OUR BOOTH DOWNSTAIRS TO GET ALL
YOUR ABM QUESTIONS ANSWERED.

28. © 2017 DEMANDBASE｜SLIDE 28
WE’VE LAUNCHED
ACCOUNT-BASED MARKETING (ABM)
MEETUPS IN 14 REGIONS!
www.demandbase.com/abm-meetups
Atlanta
Austin
Boston
Chicago
Dallas
Denver
London
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Philadelphia
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Twin Cities
Washington DC

29. THANK YOU