abm fundamentals
TRANSCRIPT
ABM FUNDAMENTALSHIGH PERFORMANCE ABM
Peter Isaacson CMO | Demandbase
Alex KrawchickPractice Lead, Analytics & Marketing Sciences | Inverta
FRI Metrics, Measurements and KPIs
Keys to Sales & Marketing Alignment SuccessTUESWEDTHURS
Building Your Target Account List
ABM Across the Funnel
MON ABM Fundamentals
@Demandbase #ABMwebseries
HIGH PERFORMANCE ABM WEBINAR SERIESEVERYDAY 10 AM PT
© 2016 Copyright Demandbase
PETER ISAACSONChief Marketing OfficerDemandbase
ALEX KRAWCHICKPractice Lead, Analytics and Marketing SciencesInverta
TODAY’S PRESENTERS
• Why ABM? What does ABM solve for?
• Laying the groundwork of an ABM strategy
• Leveraging ABM across the organization
• Putting ABM it into action
• Q&A
AGENDA
WHY ACCOUNT-BASED MARKETING?
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What’s Broken in B2B?
Sales & Marketing Alignment
Metrics/AttributionThe Waterfall BANT
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Leads aren’t valued…
- Miller Pierce, 2014 VOC Study
50% of marketing generated leads are
never followed up by sales.
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Focuses on best opportunities
Delivers customer-centric experience
Supports Sales reality
Connects Marketing to revenue
Why Account-Based Marketing?
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Identify ABM as “Very Important” to
their marketing efforts
Source: Sirius Decisions 2016 ABM Survey
87%
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Tiers of B2B Marketing
Strategic Accounts5-50 accounts
Target Account List50-5,000 accounts
Total Addressable Market10,000+ accounts
ABM
ABM at Scale
Traditional Demand Gen
Technology
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Attract Engage Convert Measure
Traditional B2B Marketing
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Account-Based Marketing
Attract Engage Convert Measure
LAYING THE GROUNDWORK FOR ASUCCESSFUL ABM STRATEGY
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Keys to SuccessIdentify your stakeholders - ABM Leadership Team
Establish Target Account List, business objectives, metrics and shared MBOs
Communicate regularly – within Leadership and out to sales and marketing teams
Review, Iterate, Expand – Scale efforts as the organization dictates
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Marketing OperationsSales
Senior Leaders in…
Build Your ABM Leadership Team
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Target Account ListIt’s a collaborative process
Build an initial list
Secure agreement from ABM Leadership Team
Verify and iterate with field sales
Update at regular intervals
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Approaches to Target Account List Building
How You Build the
List TARGET MOST SUCCESSFUL SEGMENT(S)
USE AN ACCOUNT IDENTIFICATION TOOL
ITERATIVE/COMBINATION
List Focus:
By Geo
By Product Target
Type
By Industry
By Company Size
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Segment your target account list
Segments you select must have discrete business objectives that marketing can build programs to support
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How will this Impact the Organization?
SalesPrioritize outreach/follow
up on Target Accounts
Follow up on signals, with key contacts
Rework focus: Inbound vs outbound; sales territories
Collaborate with marketing on programs
MarketingEvaluate programs on the Target Account List
Hand over intelligence, not just leads
Re-focus budget
Connect impact to Revenue – KPIs/MBOs
OperationsEvaluate and implement new
technologies
Alter the use of current technologies
Build models and reporting to focus on target accounts and
key business objectives
GETTING STARTED
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ABM Across the Funnel
MeasureSales & Marketing OperationsAttractDemand GenEngageContent & Product MarketingConvertContent & Product MarketingMeasureSales & Marketing Operations
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Measure
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Select focus areas
Identify what’s working
Set a baseline
Impressions/CPMs
Click-through Rates
Web Traffic
Unique Visitors
Net New Names
Inquiries
MQLs
Conversion Rates
CAMPAIGN PERFORMANCE
From Target Accounts
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REVENUE PERFORMANCE
Lift
Target Account Activity
Opportunities
Pipeline
Closed Revenue
Available to Close
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REVENUE PERFORMANCE
BUSINESS OUTCOMES
Close Rates
ACV
Funnel Velocity
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CASE STUDY: DEMANDBASE
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Leading Indicators/Campaign Metrics MQLs SALs % of DB3K reached
Revenue Objectives Pipeline by segment Pipeline available to close
Business Objectives Average deal size Velocity Close rate
Agreed Upon Metrics for Success
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Demandbase Funnel Metrics
91%
47%
32%
97%
60%
39%
7%
25%
24%
MQL SAL PIPELINE CLOSE
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Demandbase Business Metrics
Sales Team Close Rate ACV Funnel Velocity
Enterprise +217% +69% +35%
Mid Market +136% +23% +24%
Advertising +47% +12% +6%
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Effect on the Business
• Increased from DB1500 DB3K
• 75% of our Won business comes from the DB3K
• Marketing focused on further segmentation of the list
TerritoryTop 5
AE TOP 20
DB3K
Customers
Q&A
THANK YOU
#ABMwebseries@Demandbase