the future of b2b marketing automation
TRANSCRIPT
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ABM and the Future of Marketing Automation
Charlie BankerSr. Account Executive Demandbase Austin, TX
Kyle GutkeSr. Sales Engineer Demandbase Pleasant Grove, UT
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©2016 Copyright Demandbase, Inc. Demandbase Confidential.
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Digital habits have changed B2B buying
67-90%
40%more stakeholders than 4 years ago.— IDC
through the buying process before they reach out to a vendor.— Forrester
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©2016 Copyright Demandbase, Inc. Demandbase Confidential.
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B2B Marketers face several challenges
Attract the right audience 1
Engage with the right content 2
Produce better leads 3
Understand whether programs are working, and prove ROI 4
82% of B2B website visitors are not potential customers
60% of website visitors bounce w/o interaction after one page
97% of website visitors ignore calls-to-action and remain unknown
67% of CMOs struggle to prove the long-term impact of spending
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©2016 Copyright Demandbase, Inc. Demandbase Confidential.
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The Sales and Marketing Divide
MARKETING SALES
Leads
Personas
Quantity
Individuals
Opportunities
Buyers/Influencers
Quality
Accounts
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of marketing generated leads are
never followed up by sales.
50%
- Miller Pierce, 2014 VOC Study
50% of marketing generated leads are
never followed up by sales.
Leads aren’t valued
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©2016 Copyright Demandbase, Inc. Demandbase Confidential.
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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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Identify ABM as “Very Important” to their marketing efforts
87%
Source: Sirius Decisions 2016 ABM Survey
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“Account-Based Marketing” search interest
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©2016 Copyright Demandbase, Inc. Demandbase Confidential.
• Reach target accounts across mulitple channels
• Choose systems that can target and engage accounts
ABM: The Sum is Greater Than its Parts
• Foundational systems for ABM strategy
• Includes many tech’s B2B marketers already using
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Why Account-Based Marketing Automation?
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Organize contacts into company objects for account-based campaigns
Account-Based Marketing
AutomationAutomated account data append for all contacts in Oracle Eloqua
Real-time append of account data to shorten forms
Account Score based on known & anonymous buying signals
in partnership with:
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Build Dynamic Segments Segment Accounts by Engagement:
▶ Known ▶ Anonymous
Target Buyer Teams at High Value, Engaged Accounts
Reach All Contacts from Accounts when Linked
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Account-Based Marketing by Engagement
Segment accounts by engagement
Deliver the right program to the right account in Campaign Canvas
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Prioritize the Hottest Accounts for Sales
Focus scoring on the most valuable accounts
Scoring the most engaged accounts, even if the activity is anonymous
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Account-Based Marketing Automation In Action
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ABM Automation Example
Marketing Challenges: Known and Unknown contacts in Oracle Eloqua Missing Firmographic data Infogroup wants to do Account-Based Marketing directly from Oracle Eloqua
Customer: Infogroup Vertical: Software & Tech Key Account: Dell.com
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Audience Segment: Dell.com
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ABMA Campaign Creation
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Configuration Screen- Company Match
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Configure Mapping of Firmographic Data
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Post Processing Results
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Lead-to-Account Roll up
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Interested in ABM Automation? Account-Based Marketing Automation combines the functionality of Demandbase Real-time Forms and Data Append for Oracle Eloqua customers, adding in Anonymous engagement scoring. Current Oracle Eloqua Refresh Connector customers:
▶ Product sunsets Dec 2016 ▶ Contact your CSM to migrate to the new version.
Current Real-Time Forms customers: ▶ We encourage you to move to Account-Based Marketing Automation. ▶ Check with your CSM, some customers may already have this included as
part of their forms solution.
New customers: ▶ Real-time Forms will no longer be available on it’s own, it is now repackaged
as Account-Based Marketing Automation.
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©2016 Copyright Demandbase, Inc. Demandbase Confidential.
Want to learn more?
Please reach out to… Charlie Banker, Sr. Account Executive D: 512.680.1483 [email protected]