key to b2b success: account-based marketing
TRANSCRIPT
Peter Isaacson
Chief Marketing Officer
Demandbase
@peisaacson
@Demandbase
#b2bmarketing
The Key to B2B Success:
Account-Based Marketing
Mathew Sweezey
B2B Thought-Leader, Salesforce.com
Author of Marketing Automation for Dummies - 2014
@msweezey
Today’s Topics
Fill the pipe
HASHTAGS
LINKEDIN – COMPANY PAGES
BUILTWITH
Fill the pipe
Close
them
faster
The cost of generating
leads only increases with time. It never
decreases except for brief moments in
arbitrage scenarios.
Fill the pipe
Close
them
faster
• Upsell
• Cross sell
• Maintain relationships
• Manage the effect of employee
churn
PROTECT YOUR INSTALL BASE
Authentic content to a
current customer is 2x more impactful to
their determination to stay with you, than
the trust they have in your employees. It’s
also 3x more important to them than your
“perceived position in the marketplace”.
UP SELL – LOG IN PAGE
CROSS SELL – 3rd PARTY
Account-Based Marketing at
Demandbase
ABM - It ain’t rocket science
Identify the right accounts
Market to those accounts
Measure by accounts
The Process
• Identify stakeholders in marketing and sales
• Use predictive analytics to help establish target
account list
• Scrub list with sales and marketing stakeholders
• Develop marketing and sales engagement
plans around those accounts
• Execute marketing programs
• Measure
• Refresh target list quarterly
Identifying key account attributes
Overall technology applications used
Complexity of website
Social Activity
Revenue
1
2
3
4
Multimedia
Technologies Analytics Marketing
Automations
Web Hosting
Platforms Live Chat
The DB 1500
Confidential | © Demandbase 2014 All rights reserved.
Segment by sales regions
Source: US Census Bureau
Confidential | © Demandbase 2014 All rights reserved.
Segment by key industries
Source: US Census Bureau
Software & Technology
Business Services
Financial Services
Manufacturing
Telecommunications
Territory and account planning
Overview
+
Brainstorm
+
Align
Marketing
+
Sales
+
SDR
WHO WHAT
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
Field event prioritization
Target Geo: Midwest IL, OH, MN, WI, MO
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
Personalize the experience
Demandbase Sales Accelerator
Sales Accelerator gives sales the ability to quickly
understand:
Are we advertising to my key
accounts?
1
2 How is website
engagement trending?
3 What content are they most
interested in?
4 Are there any anomalous
behavior patterns?
Measure by territory
August
July
Programs executing this quarter:
• Advertising campaign
• B2B Retargeting
• Chicago Field Program
• Cleveland Appt Setting Campaign
• Content Marketing World
Performance Assessment:
• Saw 5 more target accounts engaged this
month.
• 6 key accounts engaged in in-person activities.
• General upswing in engagement, but not as
much as planned.
• Q4 programs increased to address this.
$190,350
$375,500
15
27
DB 1500 vs Non DB 1500 Accounts
Funnel Velocity ASP Close Rate
Enterprise 7% +26% +75%
Mid Market
4% +5% +10%
Advertising -16% +72% +21%
ABM - It ain’t rocket science
Identify the right accounts
Market to those accounts
Measure by accounts
@Demandbase
#b2bmarketing
Q&A
Peter Isaacson
Chief Marketing Officer
Demandbase
@peisaacson
Mathew Sweezey
B2B Thought-Leader, Salesforce.com
Author of Marketing Automation for Dummies - 2014
@msweezey