the new normal - account-based selling meets account-based marketing
TRANSCRIPT
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The New Normal: Account-‐Based Selling Meets Account-‐Based Marke;ng
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About Demand Gen Report
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• Whitepaper • Datasheet • Contact Us Link
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Panelists
John Dering Director, Marke1ng Programs Demandbase
MODERATOR: Andrew Gaffney Publisher, Demand Gen Report
@D_Rang
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The New Normal: Account-Based Selling Meets Account-Based Marketing
John Dering Director, Marketing Programs Demandbase @D_Rang
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Question 1 What part of the organization are you in?
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GOOD NEWS Marketers can measure everything
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BAD NEWS We’re measuring the wrong things
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What we like to
Measure
Click Through Rates
Impressions/CPMs
Web Traffic
Unique Visitors
Conversions
Inquiries
MQLs
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Evolution of B2B Marketing
1995 2000 2005 2010
Drive Traffic Going digital: Website and ads
Funnel Optimization
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Why are we focused on THESE
METRICS?
Because… • They are easy • it’s what we know • we can control them • we confuse
measurement for goals
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What we like to
Measure
Click Through Rates
Impressions/CPMs
Web Traffic
Unique Visitors
Conversions
Inquiries
MQLs
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How we should
Measure our performance
Opportunities
Pipeline
Close Rates
ACV
Funnel Velocity
Target Account Activity
Lift
Retention And Upsell
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Measure everything But set goals on
business impact
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We focus on quantity
instead of quality
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Question 2
What is your awareness of
Account-Based Marketing?
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©2015 Copyright Demandbase, Inc. Demandbase Confidential.
18
Account-Based Marketing
Identify the companies most likely to buy, and then market to them
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Why Account-based Marketing?
Focuses on best
opportunities Delivers customer-centric
experience
Supports Sales reality
Connects Marketing to revenue
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Evolution of Account-Based Marketing
1995- 2005 2005-2012 2012>>>
• Limited in scale (25-50 accounts)
• Field Mktg centric • Analog in approach
• Improved scale • Email centric • Industry focused • Post hand raise • Reactive
• Fully scalable (5000+ accounts)
• Full funnel • Multiple targeting
options • Pre hand raise • Proactive
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What drove the change? § IP Targeting § Account-based, real time bidders § Real time customization § More bandwidth/faster speeds § DMPs § Frustrated B2B Marketers
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More marketers are
AWARE of ABM
of B2B companies are aware of ABM.
75%
of marketers say that ABM delivers higher ROI than any other marketing approach.
84%
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of B2B companies employing ABM plan to increase their ABM efforts over the next 12 months.
72%
of B2B companies employing ABM plan to invest more in technology over the next 12 months.
61%
More marketers are
USING ABM
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of B2B marketers employing ABM stated they are aligned with sales.
91%
of B2B companies said Account-Based Marketing has an impact on marketing’s success.
96%
More marketers are
having
SUCCESS with ABM
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Getting Started with ABM
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Getting Started with ABM
Align sales and marketing
Identify target accounts
Develop ABM Marketing Plan
Measure
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Align Sales and Marketing
Philosophical Alignment § Shared belief in an
account-based approach § Commitment to collaboration
Operational Alignment § Target account list selection § Metrics and goals § Planning and cadence execution
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Question 3 How aligned are your sales & marketing organizations?
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Identify Target Accounts
Prospects
Customers
Partners
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Prospects
Prospects
Customers
Partners
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Prospects
Pharma
Manufacturing
FSI
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Prospects
Named
Key Verticals
Strategic
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Prospects
Northeast
South Midwest
West
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Prospects
Early Stage Pipeline
Closed/Lost
Late Stage Pipeline
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Prospects
Enterprise
Mid Market
SMB
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Customers
Prospects Custo
mers
Partners
Churned
Retention
Upsell Product 2
Product 3
Product 1
Prospects
Customers
Partners
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Customers
Prospects
Customers
Partners
Churned
Retention
Upsell Product 2
Product 3
Product 1
Prospects
Customers
Partners
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Customers
Upsell
Churned
Retention
Churned
Retention
Upsell Product 2
Product 3
Product 1
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Customers
Product 1
Product 2
Product 3
Churned
Retention
Upsell Product 2
Product 3
Product 1
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Develop ABM Marketing Plan
Awareness • Account-based advertising • Syndicated content • Events/Tradeshows Engagement • Website personalization • Webinars • Social • Case studies Conversion • Forms/Chat/Sales Accelerator • Field Events • Contact Me
Analog and Digital
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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
-12 -11 -10 -9 -8 -7 -6 -5 -4 -3 -2 -1 0 Months Before MQL
Field Marketing
Contact Me / Demo Request
Webform
Webinar
Event
Marketing Impact- Pre MQL
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Measurement Measure across the funnel
§ Connect everything to revenue § Measure everything, but set
goals on business drivers § Course correct your plans and
spend based on results
§ Connect everything to revenue
§ Measure everything, but set goals on business drivers
Measure across the funnel
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Prospects
Customers
Pipeline
Transpor’tion
Food & Bev
Entert’ment
Account Type
Industry
Full Funnel approach: Attract: Account-based advertising Engage: Website personalization Convert: Forms Measure: Website analytics Results 74% YOY Increase in marketing generated pipeline opportunities
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Full Funnel approach: Attract: Account-based advertising Engage: Website personalization Convert: Forms Measure: Website analytics
Results 74% YOY Increase in marketing generated pipeline opportunities
Target Accounts 200 accounts across industries, including automotive, consumer electronics, medical and manufacturing. Full Funnel approach: Attract: Account-based advertising Engage: Website personalization Convert: Forms Measure: Website analytics Results 156% increase in opps for automotive 54% increase in opps for CE
Industry Type
Consumer Electronics
MFG
Medical
Automotive
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Industry Type YOY Pipeline Opps Financial: +90% Technology: +150% Business Services: +200% Medical: +250%
Financial
Business Services Medical
Technology
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Demandbase Funnel Metrics
MQL SAL PIPELINE CLOSE
82%
49%
24%
96%
64%
42%
ñ17%
ñ51%
ñ75%
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Demandbase Business Metrics
Sales Team Close Rate ACV Funnel Velocity
Enterprise +285% +35% +2%
Mid Market +166% +40% -20%
Advertising +57% +31% +65%
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Thank you!
John Dering Director, Marketing Programs Demandbase @D_Rang