predict 2014 - account based marketing with peter isaacson of demandbase
DESCRIPTION
Bridging the Great Divide: Sales and Marketing Alignment at B2B software companies.TRANSCRIPT
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
#predict2014
The result…
MARKETING
“We delivered1,238 MQLs this quarter.
+27% above goal!”
SALES
“Marketing isn’t supporting us”
#predict2014
Focusing on volume wastes time and money
4.4% Inquiries Convert
.03% Inquiries to closed/wonSource: Sirius Decisions
#predict2014
Leads aren’t valued…
of marketing generated leads are never followed up by sales.
50% - Miller Pierce, 2014 VOC Study
#predict2014
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
#predict2014
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
✔
#predict2014
Account Based Marketing
Identify the companies most likely to buy, and then market to them
#predict2014
Account Based Marketing
Identify the companies most likely to buy, and then market to them
#predict2014
Why Account-Based Marketing?
11
• 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
#predict2014
ABM- It ain’t rocket science
Identify the right accounts
Market to those accounts
Measure by accounts
Account Based Marketing at Demandbase
#predict2014
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
#predict2014
Territory and account planning
Overview+
Brainstorm+
Align
Marketing+
Sales+
SDR
WHO WHAT
#predict2014
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