Three Ways High Growth Companies Can Drive ABM Results
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As a high-growth marketer, you get Account-Based Marketing. You understand that time and budget are limited resources. You also know that proving marketing ROI may come through a hodgepodge of Google Analytics, Excel vlookups, and a lot of elbow grease. So how do you juggle all this to build out a successful ABM strategy? Join Demandbase and Optymyze, a leader in Sales Performance Management (according to Gartner Magic Quadrant), as we delve into how high-growth organizations are tackling ABM adoption. We’ll take a look at how Optymyze increased account engagement by 54% with ABM and Demandbase solutions. In this webinar, you’ll learn how to implement an effective ABM strategy by: - Aligning website personalization with ad campaigns - Measuring brand reach and engaged accounts - Providing a tailored target account list - Consolidating your ABM data sources into a single source of truth
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Three Ways High Growth Companies Can Drive ABM Results
- 1. THREE WAYS HIGH-GROWTH ORGANIZATIONS CAN DRIVE ABM RESULTS Renny Fidlon | VP, Marketing | Optymyze Mimi Rosenheim | Senior Director, Web Marketing | Demandbase
- 2. © 2018 DEMANDBASE｜SLIDE 2 TODAY’S PRESENTERS MIMI ROSENHEIM Senior Director, Web Marketing Demandbase RENNY FIDLON VP, Marketing Optymyze
- 3. AGENDA § The impact of ABM § How to get started with ABM § Case study: Demandbase § Case study: Optymyze § Q&A
- 4. © 2018 DEMANDBASE｜SLIDE 4 YOU’RE ON A WILD RIDE EXPONENTIALLY RISING GOALS WEALTH OF IDEAS CONSTANT PRODUCT INNOVATION
- 5. © 2018 DEMANDBASE｜SLIDE 5 MEASURING MARKETING PROGRAMS SEO Field Marketing Direct Mail SEM Website Marketing Automation/ Outbound Advertising Events Social Media Content Syndication RANKING AUTHORITY REG ATTEND RESPONSE CTR CPC OPENS CTR CPM CTR CPC REG ATTEND LIKES FOLLOWS RETWEETS LEADS VISITS BOUNCE PG/SESS CONV
- 6. © 2018 DEMANDBASE｜SLIDE 6 CONSOLIDATE YOUR VIEW NEW NAMES INQ MQL OPPORTUNITIES PIPELINE CLOSED/WON RETAINED ANONYMOUS ENGAGEMENT
- 7. © 2016 DEMANDBASE / SLIDE 7 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
- 8. © 2018 DEMANDBASE｜SLIDE 8 WHERE DO YOU START? My target account list isn’t consistent (or doesn’t exist) Leads aren’t converting (and/or velocity is too slow) I send leads but sales takes forever to act (if ever)
- 9. © 2018 DEMANDBASE｜SLIDE 9 SHIFTING (OR NON-EXISTENT) TARGET ACCOUNT LIST PROBLEM Opinion-driven vs. Data-driven decision making SOLUTION Understand who is coming to your site Use data to drive account selection IMPLEMENT ABM dashboard and data to enrich current analytics platforms Account selection tool RESULT Marketing performance reports that align with sales goals
- 10. © 2018 DEMANDBASE｜SLIDE 10 STEP 1: SELECT YOUR ACCOUNTS
- 11. © 2018 DEMANDBASE｜SLIDE 11 STEP 2: MEASURE EFFECTIVENESS
- 12. © 2018 DEMANDBASE｜SLIDE 12 IGNORED LEADS PROBLEM Sales doesn’t find leads valuable SOLUTION Focus resources on driving leads only from companies they find valuable IMPLEMENT Account-based targeting and re- targeting and personalization RESULT Air cover for sales and higher quality leads
- 13. © 2018 DEMANDBASE｜SLIDE 13 REAL AUDIENCES, REAL VALUE ? Traditional B2B advertising Account-Based targeting
- 14. © 2018 DEMANDBASE｜SLIDE 14 DYNAMIC, PERSONALIZED AD CREATIVE GENERAL COMPANY-TARGETED Company Name Tesla Industry Healthcare Company Size Enterprise Creative is for demonstration purposes only. Not a case study. 21 custom attributes are available for personalization. Learn More COMCAST BUSINESS DRIVES BUSINESS Learn More SEE HOW OTHER ENTERPRISE COMPANIES DRIVE BUSINESS Learn More SEE HOW HEALTHCARE IS DRIVING BUSINESS Learn More TESLA, EVER WONDER WHAT IT’S LIKE TO SIT ON A CLOUD?
- 15. © 2018 DEMANDBASE｜SLIDE 15 AD CREATIVE TAILORED TO SALES STAGE GENERAL LIFECYCLE SEGMENTATION Conversion Bottom of funnel Engagement Mid-funnel Awareness Top of funnel Creative is for demonstration purposes only. Not a case study.
- 16. © 2018 DEMANDBASE｜SLIDE 16 UNCONVERTED OR SLOW-MOVING LEADS PROBLEM Messages are missing the mark or timing is wrong SOLUTION Use what’s happening in the account to inform when and how you engage IMPLEMENT Immediate, actionable insights where sales lives RESULT Sales is equipped with the right info at the right time
- 17. © 2018 DEMANDBASE｜SLIDE 17 THE RIGHT KINDS OF INSIGHTS Web Engagement Hot Contact + Talking Points Real Time Intent
- 18. © 2018 DEMANDBASE｜SLIDE 18 CASE STUDY: 1ST YEAR DEMANDBASE RESULTS MQL SAL PIPELINE CLOSE 82% 49% 24% 96% 64% 42% ñ17% ñ51% ñ75%
- 19. CASE STUDY RENNY FIDLON, VP OF MARKETING OPTYMYZE
- 20. Redefining ABM
- 22. 22 Benefits • Efficiency – Pay reps faster • Accuracy – Reduce overpayments • Productivity – Automate business processes • Alignment – Align compensation with corporate goals • Transparency – Reduce disputes and build trust • Compliance – Maintain an audit trail • Insights – Data management and analytics
- 23. 23 Our Experience Extensive Experience • Over 1,000 engagements Deep expertise • 250+ experts in sales ops Industry leading solutions •Recognized by analysts Global operations & support • 24/7 global support Strong market validation • 12 Month Growth >150%
- 25. 25 Challenges • Lead volume • Lead quality • Target account selection • Target account prioritization • Success metrics Why choose ABM
- 26. 26 Step 1 • Sales-source target account list • Weekly engagement reports • ABM campaigns On our ABM Journey
- 27. 27 The Stumble • Not scalable • Ballooning TAL • Reactive • Arbitrary On our ABM Journey
- 28. 28 ALL IN ON ABM
- 31. 31 Segmentation Segment into A, B, & C Accounts A 1000+ Sales People B 250-999 Growing Sales Department C 250-999 Shrinking Sales Department
- 32. 32 TAM Everywhere • CRM – Books of business • Demandbase account selection tool • Account-base advertising platforms • Content syndication platforms • Demandbase analytics Target and Measure Against the Same Audience
- 34. 34 Additional Segmentation • Industry • Persona • Interest/product category • Purchase intent • Opportunity stage
- 36. 36 Opportunity Stage Potential Engage Develop Qualify Discover Propose Shortlist Contract Signature Pre-Pipeline Pipeline Acceleration
- 37. 37 Some Results
- 39. 39 Website Personalization • 54% of accounts visited • 37% lifted accounts • 396% increase in page views Align website experience with advertising campaigns
- 40. 40 Key Takeaways • Total Addressable Market (TAM) • Reach vs. Waste • Segmentation • No clicks Thank you! fidlon@optymyze.com
- 41. Q&A