the orchestration of demand marketing

DEMAND ORCHESTRATION

© 2016 Integrate, Inc. 1

Forget about Bernie and Trump:

Is this years revolution

You Think This is a Revolution?


Customers are dynamic, we have to be too!

Advanced Capabilities Are Emerging

VS

Predictive Outbound & Inbound Marketing

Account-‐Based Marke1ng

Demand Waterfall/Funnel

Today’s Demand Marketing Reality

Demand Marketing Sophistication

Curve

10

Demand Orchestration – Next Evolution for B2B Marketers

Automate customer lifecycle data and track sales & marketing activities to turn prospects into customers.

Coordinate demand marketing activities to engage, nurture and qualify prospects.

Centralize management of the sources, data and processes used to discover and identify prospects.

Demand Orchestration Done Right

Orchestration at Work

© 2015 Integrate | www.integrate.com 12

Let’s Look Closer at ABM & Predictive

Why All the Buzz?


*Wakefield Research

FOUND A $1.7M NEW OPPORTUNITY, THIRD LARGEST DEAL IN COMPANY HISTORY

3X HIGHER AVERAGE OPPORTUNITY SIZE$11,000 to $26,000

3X HIGHER MQL TO SQL CONV RATE THAN ANY OTHER CAMPAIGN. 73% MQL CONV RATE

$5.1M INCREMENTAL PIPELINE IN ONE MONTH

$5.1M $1.7M

Search B2b Web

MAP CRM

CORP WEB

Connect cross-channel b2b data

Predict Timing & Need

drive sales & marketing

Predicting for buyers needs & timing

How Do You Know If You’re Ready


ABM in 3 Steps

Discover Target Accounts

Identify & EngageDecision Makers

Measure &Optimize

Step 1 Identify Target Accounts

•  Account-Based Advertising •  Predictive Modeling •  Website Data •  Media Partner Data •  Search Data


ABM Data


Accounts are Critical. Also Remember… ”People” Scope and Sign The Checks

I’ve Identified the Right Accounts Now What?

I can… •  Reach out/execute programs to my

existing database of contacts?

•  Alert sales to call all their contacts they know within that account?

And….

Step 2 Identify & Engage New Decision Makers



Measure &Optimize

Engage NEW Decision-Makers & Personas At Target Accounts Using Your Content

Ensure Decision-Maker Data Is Accurate & Actionable

Step 3 Measure & Optimize



Measure &Optimize

Measure & Optimize to Ensure Maximal ROI

End Result: Decision-Makers Within Target Accounts

3 Key Takeaways

1.  Get the basics right. 2.  Build towards Demand Orchestration. 3.  ABM is here to stay.

THANK YOU

Jeremy Bloom [email protected]