abm fundamentals

ABM FUNDAMENTALSHIGH PERFORMANCE ABM

Peter Isaacson CMO | Demandbase

Alex KrawchickPractice Lead, Analytics & Marketing Sciences | Inverta

FRI Metrics, Measurements and KPIs

Keys to Sales & Marketing Alignment SuccessTUESWEDTHURS

Building Your Target Account List

ABM Across the Funnel

MON ABM Fundamentals

@Demandbase #ABMwebseries

HIGH PERFORMANCE ABM WEBINAR SERIESEVERYDAY 10 AM PT

© 2016 Copyright Demandbase

PETER ISAACSONChief Marketing OfficerDemandbase

ALEX KRAWCHICKPractice Lead, Analytics and Marketing SciencesInverta

TODAY’S PRESENTERS

• Why ABM? What does ABM solve for?

• Laying the groundwork of an ABM strategy

• Leveraging ABM across the organization

• Putting ABM it into action

• Q&A

AGENDA

WHY ACCOUNT-BASED MARKETING?


What’s Broken in B2B?

Sales & Marketing Alignment

Metrics/AttributionThe Waterfall BANT



Leads aren’t valued…

- Miller Pierce, 2014 VOC Study

50% of marketing generated leads are

never followed up by sales.


Focuses on best opportunities

Delivers customer-centric experience

Supports Sales reality

Connects Marketing to revenue

Why Account-Based Marketing?


Identify ABM as “Very Important” to

their marketing efforts

Source: Sirius Decisions 2016 ABM Survey

87%



Tiers of B2B Marketing

Strategic Accounts5-50 accounts

Target Account List50-5,000 accounts

Total Addressable Market10,000+ accounts

ABM

ABM at Scale

Traditional Demand Gen

Technology


Attract Engage Convert Measure

Traditional B2B Marketing


Account-Based Marketing

Attract Engage Convert Measure

LAYING THE GROUNDWORK FOR ASUCCESSFUL ABM STRATEGY


Keys to SuccessIdentify your stakeholders - ABM Leadership Team

Establish Target Account List, business objectives, metrics and shared MBOs

Communicate regularly – within Leadership and out to sales and marketing teams

Review, Iterate, Expand – Scale efforts as the organization dictates

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2

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4


Marketing OperationsSales

Senior Leaders in…

Build Your ABM Leadership Team



Target Account ListIt’s a collaborative process

Build an initial list

Secure agreement from ABM Leadership Team

Verify and iterate with field sales

Update at regular intervals

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Approaches to Target Account List Building

How You Build the

List TARGET MOST SUCCESSFUL SEGMENT(S)

USE AN ACCOUNT IDENTIFICATION TOOL

ITERATIVE/COMBINATION

List Focus:

By Geo

By Product Target

Type

By Industry

By Company Size

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345


Segment your target account list

Segments you select must have discrete business objectives that marketing can build programs to support


How will this Impact the Organization?

SalesPrioritize outreach/follow

up on Target Accounts

Follow up on signals, with key contacts

Rework focus: Inbound vs outbound; sales territories

Collaborate with marketing on programs

MarketingEvaluate programs on the Target Account List

Hand over intelligence, not just leads

Re-focus budget

Connect impact to Revenue – KPIs/MBOs

OperationsEvaluate and implement new

technologies

Alter the use of current technologies

Build models and reporting to focus on target accounts and

key business objectives

GETTING STARTED


ABM Across the Funnel

MeasureSales & Marketing OperationsAttractDemand GenEngageContent & Product MarketingConvertContent & Product MarketingMeasureSales & Marketing Operations


Measure

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23

Select focus areas

Identify what’s working

Set a baseline

Impressions/CPMs

Click-through Rates

Web Traffic

Unique Visitors

Net New Names

Inquiries

MQLs

Conversion Rates

CAMPAIGN PERFORMANCE

From Target Accounts


REVENUE PERFORMANCE

Lift

Target Account Activity

Opportunities

Pipeline

Closed Revenue

Available to Close


REVENUE PERFORMANCE

BUSINESS OUTCOMES

Close Rates

ACV

Funnel Velocity


CASE STUDY: DEMANDBASE


Leading Indicators/Campaign Metrics MQLs SALs % of DB3K reached

Revenue Objectives Pipeline by segment Pipeline available to close

Business Objectives Average deal size Velocity Close rate

Agreed Upon Metrics for Success


Demandbase Funnel Metrics

91%

47%

32%

97%

60%

39%

7%

25%

24%

MQL SAL PIPELINE CLOSE


Demandbase Business Metrics

Sales Team Close Rate ACV Funnel Velocity

Enterprise +217% +69% +35%

Mid Market +136% +23% +24%

Advertising +47% +12% +6%


Effect on the Business

• Increased from DB1500 DB3K

• 75% of our Won business comes from the DB3K

• Marketing focused on further segmentation of the list

TerritoryTop 5

AE TOP 20

DB3K

Customers

THANK YOU

#ABMwebseries@Demandbase