account based marketing measurement gets real

© SevOne, Inc. All Rights Reserved.© SevOne, Inc. All Rights Reserved.

Account Based Marketing Measurement Gets Real

© SevOne, Inc. All Rights Reserved.

Identifying Target Accounts

Understanding Your Target Accounts’ Demand Cycle

Executing Programs

Analyzing Results

4 Critical Components of a Successful ABM Strategy


Measuring Marketing Is Easy!


SevOne Targets

Large Enterprise

Everyone Else

Global 2000


Tommy JenkinsDirector, Global Demand – SevOne @jenkinstp

linkedin.com/in/jenkinstommy


SevOne: The Digital Infrastructure Management Company

59%CAGROver past 5 years

Global presence with key offices in Boston, Bulgaria, London, and Singapore

500+ employees

$200 MillionFunding since 2012

24%Aenean eu euismod sem. Aliquam nulla dolor, malesuada quis mi a, consequat

79.5 BillionData points per day monitored by just 1 customer


What Does a SevOne Deal Look Like?

May 2014

June 2014

July 2014

Aug 2014

Sept 2014

Oct 2014

Nov 2014

Dec 2014

Jan 2015

Feb 2015

Mar 2015

Apr 2015

May 2015

June 2015

July 2015

Aug 2015

Mgr of Network

Trade-show

Mgr of Network

Trade-show

Mgr of Service

Down-load

White-paper

Dir of Infra

White-paper

IT Ops White-paper

IT Mgr White-paper

Analyst White-paper

White-paper

Opp Created Opp Resumes Opp WonOpp Stalls


Mgr of Network

Tradeshow Rep has meeting Opp CreatedRep calls

Mgr of Network

Tradeshow Converts to Contact

Rep calls

Mgr of Service Download Converts to ContactRep calls

Dir of InfraIT Ops

IT ManagerAnalyst

Whitepaper

Abandoned Lead

The Funnel?


If Not a Funnel, Then What?


Building the Foundation for Measuring ABM

Data Platform


The Right Data

Campaign Hierarchy• Campaign Type

• Campaign Type Detail

• Play (Parent)

Account Hierarchy• Account Type

• Target Account

• Geo / Region


Campaigns

Campaign Hierarchy• Campaign Type

• Campaign Type Detail

• Play (Parent)

Offers vs. Tactics


Offers and Tactics Together


Accounts

Account Hierarchy• Account Type

• Target Account

• Geo / Region


Piecing Together the Puzzle


What is Marketing Attribution?Marketing attribution is the measure of marketing’s impact on sales opportunities based on a combination of relevant interactions in an account throughout the sales cycle.

The purpose of attribution is NOT to give marketing credit for sales. Its purpose is to help us make better decisions.


What is Marketing Attribution?

May 2014

June 2014

July 2014

Aug 2014

Sept 2014

Oct 2014

Nov 2014

Dec 2014

Jan 2015

Feb 2015

Mar 2015

Apr 2015

May 2015

June 2015

July 2015

Aug 2015

Mgr of Network

Trade-show

Mgr of Network

Trade-show

Mgr of Service

Down-load

White-paper

Dir of Infra

White-paper

IT Ops White-paper

IT Mgr White-paper

Analyst White-paper

White-paper



The Right Platform Speed to value Data Credibility Flexibility Complete view of an account

Choosing an Account Based Marketing Attribution Platform


Flexibility Robust filters Data hierarchy Multiple attribution

models Look through the lens

of campaign, account, and opportunity


Using ABM Attribution Data for Planning


The Salesforce Gap

Accounts

Contacts

Opportunities

Leads


May 2014

June 2014

July 2014

Aug 2014

Sept 2014

Oct 2014

Nov 2014

Dec 2014

Jan 2015

Feb 2015

Mar 2015

Apr 2015

May 2015

June 2015

July 2015

Aug 2015

Mgr of Network

Trade-show

Mgr of Network

Trade-show

Mgr of Service

Down-load

White-paper

Dir of Infra

White-paper

IT Ops White-paper

IT Mgr White-paper

Analyst White-paper

White-paper



A Complete View of an Account


Funnels and ABM Living Together???