Scale and Precision for an ABM Strategy

1. #SPS18
Scale and Precision for an Account-
Based Marketing Strategy
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3. February 25–27, 2019
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Questions, Tweets, Resources, Survey

6. #SPS18
Speakers
John Dering
Demandbase
Andrew Gaffney
Demand Gen Report

7. AGENDA
§ Why Measurement Matters
§ Traditional Demand Generation Metrics & Their Origin
§ Alignment Through the Lens of ABM
§ What Are Account-Based Metrics?
§ Scale, Precision & Performance – How ABM Metrics Impact Decisions

8. © 2018 DEMANDBASE SLIDE 8
WHY DO METRICS MATTER?
§ Benchmarks performance
§ Delivers insights for guidance
§ Demonstrates value for effort
§ Save our butt! (can’t argue with data)

9. © 2018 DEMANDBASE SLIDE 9
TRADITIONAL DEMAND GENERATION METRICS
Display Ads
Impressions
CPM
CTR
CPC
Leads
CPA
Email
List Size
Deliverability
Open / Click Rate
Opt-Out Rate
Spam Complaints
Social Media
Account Followers
Post Reach/Views
Likes/Shares
CTR
Leads
CPL
Website
Traffic Volume
Traffic Source
Bounce/Exit Rates
Conversions
Goal Completions
Content Syndication
Leads
CPL
MQL
Influence
Webinars
Registrations
Attendees
Questions
Engagement Rate
MQL

10. © 2018 DEMANDBASE SLIDE 10
WHY ARE
TRADITIONAL
METRICS SO
POPULAR?
Born of B2C
Native Metrics
Easiest to Report

11. © 2018 DEMANDBASE SLIDE 11© 2018 DEMANDBASE # 11
DAY-TO-DAY TACTICAL METRICS
HOW WILL WILL WE MEASURE IN THE
FUTURE?
What is/isn’t working?
Are we targeting the right accounts?
Is our strategy resulting in positive outcomes?
Account Engagement
Account Penetration
Trending Intent
Spiking Accounts
Opportunity Rates
First Touch
Last Touch
Channel/Program Metrics
Response Rates
Volume
HOW DID WE MEASURE IN THE
PAST?
Measured what we could
Couldn’t determine our business impact
Hard to know how to improve results
COLLABORATORS NOT ALIGNED ON ANALYTICS
Program Owners
Marketing Leadership
Campaign Managers
Exec Team
Sales Team
Sales Leadership
DAY-TO-DAY ACCOUNT METRICS

12. © 2018 DEMANDBASE SLIDE 12
WHY ABM METRICS ARE SO IMPORTANT
Aligns Marketing
Metrics with
Business Outcomes
Marketers Focus
on Business
Growth
Drives Quality
Actions Over
Volume
Measures What
Counts

13. © 2018 DEMANDBASE SLIDE 13
MEASURING ACCOUNT-BASED MARKETING
CHALLENGE
Provide marketers with
QUANTIFIABLE
metrics to demonstrate
impact and
INSIGHTS
to optimize strategy.Of CMOs say that lacking the
ability to measure results is a
top concern.
Marketers struggle to
MEASURE ABM
77%
HOWEVER…
Forrester
93%
of B2B companies said ABM
is important to marketing’s
success.
More marketers look to
SUCCEED with ABM
SiriusDecisions

14. © 2018 DEMANDBASE SLIDE 14
IT’S ALL ABOUT THE TARGET ACCOUNT LIST
Can we sponsor just the events
that attract our target accounts AND
will give us a speaking slot?
Fewer events; greater ROI
Can we target our campaigns to just the
target account list and measure success?
Better visibility and
performance
TARGET
ACCOUNT LIST
EVENTS DIGITAL CAMPAIGNS
How can we engage customers and
speed the pathway to upsell and renewal?
Expand customer relationships
CUSTOMER MARKETING FIELD MARKETING
Which regions contain the highest
concentration of target accounts?
Set the strategy; don’t be reactive

15. © 2018 DEMANDBASE SLIDE 15
THREE LEVELS OF MEASUREMENT
§ Revenue Performance
§ Marketing Performance
§ Campaign and Web Metrics

16. © 2018 DEMANDBASE SLIDE 16
BUSINESS
OUTCOMES
Close Rates
Average Deal Size
Funnel Velocity

17. © 2018 DEMANDBASE SLIDE 17
MARKETING
PERFORMANCE
Target Account Activity
Pipeline
Account List Quality
Influence Sources
Customer Lifecycle
Cost per Opportunity
Account Penetration

18. © 2018 DEMANDBASE SLIDE 18
CAMPAIGN
AND WEB
METRICS FROM
TARGET ACCOUNTS
Qualified Web Traffic
Target Account Engagement
Pages Visited
SQLs
Conversion Rates
Target Account Responses
Cost Per Account
Target Account Traffic Sources

19. HOW DOES THIS IMPACT
CHANNEL DECISIONS?

20. © 2018 DEMANDBASE SLIDE 20
BEST CHANNELS: TOP OF FUNNEL ENGAGEMENT
0%
10%
20%
30%
40%
50%
60%
70%
Display Ads Social Search Website Email
Marketing Channels
DemandGen Report: 2018 Demand Generation Benchmark Report

21. © 2018 DEMANDBASE SLIDE 21
BEST CHANNELS: TOP OF FUNNEL ENGAGEMENT
0%
10%
20%
30%
40%
50%
60%
70%
Display Ads Social Search Website Email
Marketing Channels
DemandGen Report: 2018 Demand Generation Benchmark Report
NOT AWARE OR
SEARCHING
FOR SOULTION
AWARE OR
SEARCHING FOR
SOLUTION

22. © 2018 DEMANDBASE SLIDE 22
BEST CHANNELS: TOP OF FUNNEL ENGAGEMENT
0%
10%
20%
30%
40%
50%
60%
70%
Display Ads Social Search Website Email
Marketing Channels
DemandGen Report: 2018 Demand Generation Benchmark Report
SCALE PRECISION

23. © 2018 DEMANDBASE SLIDE 23
TESTING TOP OF FUNNEL CHANNELS
CHANNELS* LIST SIZE BUDGET TIME LINE CREATIVE METRICS
Paid Search 2400
$10K
30 Days
Forrester New
Wave: ABM
Platforms
• Scale of Channel
• Quality of Channel
• Accounts Engaged
by Channel
• Cost / Account
Engaged by
Channel
Google Display 2400
Paid Social 1200 $3K^
Account-Based
Advertising
1200 $10K
*Top channels used by B2B marketers to drive awareness at target accounts that do not require a hand-raise in order to engage.
^ while full budget was allocated, only 30% of that could be fulfilled by the channel

24. © 2018 DEMANDBASE SLIDE 24
THE CREATIVE – FORRESTER WAVE
Account-Based Advertising
Google AdWords/Display &
LinkedIn Sponsored Posts

25. © 2018 DEMANDBASE SLIDE 25
LANDING PAGE FOR TESTS

26. © 2018 DEMANDBASE SLIDE 26
SCALE VS. PRECISION
0
200
400
600
800
1000
1200
1400
1600
0% 20% 40% 60% 80% 100% 120%
PRECISION
(% of Qualified Clicks)
SCALE
(Click Volume)
711
90
51
8
Bubble Size:
# of target
accounts clicked

27. © 2018 DEMANDBASE SLIDE 27
PERFORMANCE VS. COST
$0
$50
$100
$150
$200
$250
$0$2$4$6$8$10$12$14$16$18$20
Cost Per Click (Traditional)
Cost Per
Account
Visited
(ABM)
90
8
51
Bubble Size:
# of target
accounts clicked
711

28. © 2018 DEMANDBASE SLIDE 28
§ Know where your KPIs
came from and why
§ Don’t settle for the
wrong metrics
§ Base decisions on
metrics that drive the
desired outcome
THINGS TO
REMEMBER FOR
ABM METRICS

29. © 2018 DEMANDBASE SLIDE 29
ABM CERTIFICATIONS – LEARN ON YOUR TERMS
Advanced ABM Certification
Best practices for ABM practitioners on topics including
budgeting, target account lists, metrics, reporting and better
alignment. (online & in-person)
3
ways to
become
a leading…
Foundations of ABM Certification
Learn the importance of ABM and the groundwork to get you
started on the path to success. (online only)
Expert ABM Certification
Applying ABM during an interactive, case study workshop to blend
1:1, 1:FEW & 1:MANY strategies & complex decision structures.
(in-person only)
Take the courses today! Learn more:
https://www.demandbase.com/resources/abm-certification/

30. #SPS18
Q&A / Speakers
John Dering
Demandbase
Andrew Gaffney
Demand Gen Report

31. #SPS18
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