predict 2014 - account based marketing with peter isaacson of demandbase

Bridging the Great Divide:Sales and Marketing Alignment

Peter Isaacson

Chief Marketing Officer, Demandbase

Sales and Marketing…

Can’t we all just get along?

#predict2014

The sales and marketing divide

MARKETING SALES

Leads

Personas

Quantity

Individuals

Opportunities

Buyers/Influencers

Quality

Accounts

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The result…

MARKETING

“We delivered1,238 MQLs this quarter.

+27% above goal!”

SALES

“Marketing isn’t supporting us”

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Focusing on volume wastes time and money

4.4% Inquiries Convert

.03% Inquiries to closed/wonSource: Sirius Decisions

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Leads aren’t valued…

of marketing generated leads are never followed up by sales.

50% - Miller Pierce, 2014 VOC Study

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The buying process happens before the lead is created

SALESCALL LEAD

SOCIALMEDIA

WEBSITEVISIT

SEARCH

DETERMINEPROBLEM

WEBSITEVISIT

WEB RESEARCH

FRIENDS AND FAMILY

Typical B2B Buying Process

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B2B Can’t Use B2C Tactics

Spray and Pray• Quantity ≠ quality• Wasted resources

Persona Marketing• Targeting based on behaviors• Right person, wrong company

Targeting Accounts• B2B buys & sells by account• Aligns marketing with sales/revenue

✔

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Account Based Marketing

Identify the companies most likely to buy, and then market to them

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Account Based Marketing

Identify the companies most likely to buy, and then market to them

#predict2014

Why Account-Based Marketing?

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• Ensures attention is given to top prospects/customers• Defines growth and timing based on account specifics

Focuses on best opportunities

• More efficient with a defined universe• Delivers on their target accounts

Supports sales reality

• Linked to greater customer satisfaction and retention• Customers experience less noise, respond at higher

rates to more relevant outreach

Delivers customer-centric experience

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ABM- It ain’t rocket science

Identify the right accounts

Market to those accounts

Measure by accounts

Account Based Marketing at Demandbase

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Identifying key account attributes

1. Overall technology applications used• Analytics• Marketing Automations• Web hosting platforms• Live Chat• Multimedia technologies

2. Complexity of website

3. Social Activity

4. Revenue

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Mapping the accounts: the DB 1500

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Segment by sales regions

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Segment by key industries

Software & Technology

Business Services

Financial Services

Manufacturing Telecommunications

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Territory and account planning

Overview+

Brainstorm+

Align

Marketing+

Sales+

SDR

WHO WHAT

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The territory planning process

Marketing Planning

Demand Generation Field Marketing Database

Campaigns

Sales Team Presentations

Review Programs

Brainstorm Additions

Align Account Focus

DB1500+

Final Plan Additional Territory Activities

Monthly Review

Perf Man Analysis

Program Execution

Recommended Edits

-4 weeks

End of 1st and 2nd

Months

-2 weeks

Quarter Start

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Field event prioritization

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Target Geo: Midwest • Total Accounts in Territory: 270

• # Touched by Q3 Programs: 135• Average # of Contacts per account: 6• Average # of Touches per Contact: 7.5

• Q3 Activities:• Advertising campaign• B2B retargeting• Field Marketing Event: Aug 7

• # of pipeline opportunities: 4• Won Deals: 1

• Content Marketing World (Cleveland): September 8• Prospect Luncheon (Cleveland): September 10

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Personalize the experience

Demandbase Performance Manager

Measuring Results Across the Funnel

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Measure by territory

Programs executing this quarter:• Advertising campaign• B2B Retargeting• Chicago Field Program• Cleveland Appt Setting Campaign• Content Marketing World

August

July

Performance Assessment:• Saw 5 more target accounts engaged this month.• 6 key accounts engaged in in-person activities.• Strong growth in pipeline

$190,350

$375,500

15

27

#predict2014

The NEW result…

MARKETING

“We reached 50% of your target accounts this quarter and contributed $4.6M in pipeline within those accounts”

SALES

“I love you”

Thank You