THE B2B MARKETING OPERATING SYSTEM © 2016
Kapost 50:
Learning from World-
Class Marketers

THE B2B MARKETING OPERATING SYSTEM © 2016
What is the Kapost 50?
The 2016 Kapost 50 are top-notch marketing teams that:
→ Integrate their marketing strategies across teams
→ Create full-funnel content
→ Value quality over quantity
→ ...plus a whole lot more

THE B2B MARKETING OPERATING SYSTEM © 2016
Presenting our speakers!
Starting his career at a startup and
working through rapid growth, Dylan
now works at Kroll to expand the digital
presence of the 45 year old leader in
risk solutions
Dylan Press
Manager, Web Content and Marketing
Technologies at Kroll
ICON / IMAGE
James Furbush
Managing Editor at AthenaHealth
ICON / IAGE
Rafi Kretchmer
VP Marketing at Panaya
ICON / IMAGE
Rafi brings more than 17 years of
senior management in B2B
corporate and product marketing
from the software enterprise arena
A former journalists turned
marketer, James has spent the past
three years at athenahealth aligning
editorial, marketing, and sales
strategies

PANAY© Panaya | An Infosys Company
CMO Confessions Meetup
Rafi Kretchmer
Panaya ABM case study
Make Marketing Strategic Again
Vice President, Marketing

PANAY© Panaya | An Infosys Company
TARGETING MAJOR ACCOUNTS
LONGER SALES
CYCLES
COMPLEX BUYING
CYCLE
DIFFERENT
BUYING CENTER
SENIOR
EXECUTIVES
BIGGER CHECK
REQUIRES
EMOTIONAL
TRUST
PANAYPANAY5

PANAY© Panaya | An Infosys Company
Pillar III
Higher Engagement
High sales probability - Top 5-10
major accounts
Strategic ABM
• Personalized marketing activities (e.g. RTP)
• Account based activities – events, webinars
etc.
• X major accounts pipeline
X new opportunities
Pillar II
Meaningful Engagement
Interested – 100 major accounts
ABM Lite
• Events
• Nurture
• Sales follow up
• Meaningful engagement for X accounts
X F2F meetings (Director level and up)
6
ABM - Major Accounts Program Plan and
Objectives
Goals
Pillar I
Targeted Awareness & Curiosity
Target All major accounts
Methodology Programmatic ABM
Tactics
• Thought leadership content – minisite
• Programmatic ABM, native advertising,
content syndication
KPIs
• Impressions
• Clicks & Landing Page Arrivals
Guaranteed HQ Engagements

PANAY© Panaya | An Infosys Company
Introduction of “Account Intent Level”
• Remove the use of MQL terminology
• Provide sales with account level indication
• Calculate score on the account level based on agreed parameters
• Weighted score
• Engagement details to the specific contact level

PANAY© Panaya | An Infosys Company
Thought Leadership Content Hub
http://www.panaya.com/making-ERP-agile/
1. Analyze all converted traffic
aggregated by account level
2. prioritize based on:
1. #of engagements
2. #of engaged contacts
per account
3. Weekly dashboard on
marketing funnel progress
Follow up process:
1. Weekly report to Sales/SD
2. Accounts follow up
3. Marketing dashboard to
present pipeline progress
according to buying cycle
Campaign Flow
Targeted advertisement in C-level business
portals
1
2 3 4

PANAY© Panaya | An Infosys Company
Results to Date - Exceeded Awareness Goals
Exceeded Awareness Goals Engaged with the Right Audience
•Over 13,170,199 Impressions
•~28,600 people clicked on the Panaya
ads/promotions
•CTR – 0.22% - X7 Industry Benchmark (0.03)
•19,599 visits to the Panaya ERP Agility Mini Site
•Average time on page – 00:03:02 mins.
•1,004 Unique Video Views, ~260 assets reads
•450 Content Downloads

PANAY© Panaya | An Infosys Company
What Did we Learn
• Get Management Buy-in
• Believe in your motivation to change
• Set clear objectives – Measurable, realistic, value-oriented (not execution objectives)
• Present a clear handshake process with sales – KEY!!!!
• Elevate the discussion through exec-level content
• Don’t sell your product. Present a promise.
• Tie your message to a broader umbrella story (digital transformation)
• Talk the Sales language
• MQLs are irrelevant – Focus on account level view
• Plan Plan and Plan again

athenaInsight as ABM
engine
James Furbush,
audience development

1,705
quality
measures
supported
40M
denial
prevention
scenarios in
Billing
Rules Engine
85,000
providers across
the network
100M
Patient
encounters per
year
1 in10
Americans seen
by an
athenahealth
Provider in 2016
athenahealth Healthcare technology and services

Sales and Marketing headwinds
18-24 month sales
cycle
Market
differentiation and
Education
Buyer, decision-
maker, user not the
same
Engagement
matters
Not a seller’s
market

Launched in June 2016

Reporting on public health trends

PR has secured great earned media from
athenaInsight content
17

athenaInsight:
We crushed most of our benchmarks
18
METRIC
2016
GOAL
2016
ACTUAL
% OF GOAL DEFINITION
Unique visitors 70,000 141,200 202% The number of unique people that access athenaInsight within a given time
Engaged readers 76.0% 81.2% 107%
The percentage of this story’s audience that engaged for longer than 15
seconds on a story
Avg. engaged stories/visitor/visit 1.45 1.28 88%
For every reader, number of stories that are consumed in one sitting at the
15 second threshold or better
Repeat visitors 7.0% 7.8% 111% The rate of readers who returned to the site within 90 days
Avg. time on site (minutes) 1.95 3.6 185%
How long our audience engaged with stories each visit (1.95 minutes = 117
seconds)
Newsletter sign-up 1,000 1,679 168%
Number of visitors that opt-in to weekly newsletter by EOY 2016 (does not
include athena employees)
Click through to ah.com 644 409 64%
Number of users who click through to athenahealth.com from links
embedded within athenaInsight

Activating ABM accounts directly in
content development
Tom Jackiewicz, CEO of USC’s
Keck School of Medicine
19
Michael Covert, CEO of
CHI St. Luke’s Health

20
Where we go
in 2017

Sharpen our focus
21
Executive vision
Develop and publish
content that engages
audiences and drives
awareness and
performance
Network data
Industry research
(self-
generated)
Product Marketing
Client Marketing &
Education
PR/Social
Inputs
Downstream
Engagement
Marketing
Client/Prospect
innovations

Understand our audience
22

Evolve site from pure newsfeed design to
Package and feature content
23

24
Thank you!

THE B2B MARKETING OPERATING SYSTEM © 2016
Using Kapost to Bridge the Gap Between the Digital
and Physical
PARTNER
THREE
Kroll

THE B2B MARKETING OPERATING SYSTEM © 2016
Small team at a big(ish)
company
Kroll = ~1000 employees across 20 countries
Content Marketing Team = 9 full time and 2 interns

THE B2B MARKETING OPERATING SYSTEM © 2016
Everyone at Kroll uses
Kapost, whether they are
aware of it or not.

THE B2B MARKETING OPERATING SYSTEM © 2016
The Collateral Process
1. Practitioners/Experts Write a Piece of Collateral
2. The Marketing team transforms this into usable content
3. The Marketing team works in Kapost to tag and categorize content
4. Content is then exported into the Kapost Gallery
5. The Kapost Gallery is displayed in the company intranet via iframe
6. Practitioners pull content from the intranet to use in client meetings

THE B2B MARKETING OPERATING SYSTEM © 2016
Practitioners
Marketing
Team
Kapost
Gallery
Clients &
Prospective
Clients
1
2
3
Intranet
5
4
6
The Collateral Process

THE B2B MARKETING OPERATING SYSTEM © 2016
“We are going to launch a new practice focused on Law Enforcement Consulting”

THE B2B MARKETING OPERATING SYSTEM © 2016

THE B2B MARKETING OPERATING SYSTEM © 2016
Q&A