account-based marketing: lessons in scalability & impact from 2 client journeys
TRANSCRIPT
Account-Based Marketing: Lessons in Scalability and Impact From Two Client Journeys
Megan HeuerVice President and Group Director
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© 2015 SiriusDecisions. All Rights Reserved 2
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© 2015 SiriusDecisions. All Rights Reserved 3
• SiriusDecisions is the leading global b-to-b research and advisory firm. We deliver the actionable intelligence, transformative frameworks and expert guidance that equip executives to modernize and elevate sales, marketing and product performance.• Founded in 2001
• Unique differentiators• Broad, ongoing decision support• Laser focus on b-to-b universe• SiriusDecisions database: Fact-based intelligence• Where sales, marketing and product meet
What is SiriusDecisions?
Account-Based Marketing: Lessons in Scalability and Impact From Two Client Journeys
Megan HeuerVice President and Group Director
#sdwebcast
© 2015 SiriusDecisions. All Rights Reserved 5
Today’s Presenters
Megan HeuerVice President
and Group Director
SiriusDecisions
John SeanerVice President, Global
Field MarketingMedidata Solutions
Peter IsaacsonChief Marketing
OfficerDemandbase
© 2015 SiriusDecisions. All Rights Reserved 6
© 2015 SiriusDecisions. All Rights Reserved 7
What We’ll Cover Today• Key issues
• Companies who use account-based marketing (ABM) create better alignment with sales and deliver compelling business results
• Effective ABM requires an optimized balance of insights, technology and process
• Bringing scale to ABM requires having the right resources and skills in place• What you will walk away with
• Understanding of how two companies, Demandbase and Medidata, are delivering great results using different ABM types
• Highlights from the roadmap to ABM success, from insights to technology• Inspiration for building a best-in-class program in your business
Introduction to Account-Based MarketingWhat Is It, and How Do You Make It Work?
SiriusPerspective:
© 2014 SiriusDecisions. All Rights Reserved 9
Facts: A Balanced Approach Works and ABM DeliversThe SiriusDecisions 2015 B-to-B Buyer Study of more than 1,000
buyers showed that sales and marketing need to be aligned more than than ever.
Sales is involved from the start: B-to-B buyers say a sales rep from the winning vendor was involved in the “Education” stage of their journey in 49 percent to 67 percent of the time.
Marketing is involved through the finish line:Buyers average an almost event split (51 percent non-human/49 percent human) of interaction types throughout all stage of buying.
Customer experience has a major impact on buying decisions:71 percent of the overall purchase drivers for b-to-b buyers are based on direct or indirect customer experience.
© 2014 SiriusDecisions. All Rights Reserved 10
ABM Combines A Math Problem and A Personality Test
Marketing must align its efforts to the accounts, sellers and actions most likely to deliver growth.
Marketing must execute in a way that respects and engages customers based on their needs, preferences and timing.
SiriusPerspective:
© 2014 SiriusDecisions. All Rights Reserved 11
ABM Is New For Most, But Not All, B-to-B CompaniesAccount-based marketing is common in EMEA, where field
marketing supports sales on specific accounts at the country level.
ABM Pilot ABM Full Program
38 percent have had a pilot in place for less than 6 months…
14 percent have had a pilot in place for more than 6 months
26 percent have had a full program in in place for less than one year…
20 percent have had a full program in place for more than a year
SiriusPerspective:
© 2015 SiriusDecisions. All Rights Reserved 12
The SiriusDecisions Account-Based Models FrameworkThere are four types of ABM; All b-to-b companies have a need
for at least one of these based on business model, and all begin with a defined universe.
SiriusPerspective:
© 2015 SiriusDecisions. All Rights Reserved 13
The SiriusDecisions Account-Based Models FrameworkThere are four types of ABM; All b-to-b companies have a need
for at least one of these based on business model, and all begin with a defined universe.
© 2014 SiriusDecisions. All Rights Reserved 14
Good ABM Follows A Process With A Solid Foundation
InsightsInterlock / Communication
TechnologyOrganization, Roles, Competencies
EducationScoping
Resourcing
AssessmentOpportunityIdentification
ScoringSelection
Goals Messaging
Tactic Selection
Plan Delivery
Pilot Full Rollout
ParticipationOptimization
AudiencesMetric
SelectionDelivery
Maturity AuditBenchmarking
Preparation Prioritization Planning Execution Measurement
SiriusDecisions Account-Based Marketing Framework
SiriusPerspective:
© 2015 SiriusDecisions. All Rights Reserved 15
Access To ABM Tech Ecosystem Speeds Time To ImpactMost companies (61%) say they will invest in tools for ABM this
year; Make sure to select the right ones then provide people and training to make them work.
Social Media
Marketing & Sales Force Automation
AdTechData /
InsightsServices
Customer
Success Mgmt.
Progressive Profiling & Dynamic Display/CMS
Analytics(Web, reporting,
predictive/ advanced, etc.)
CustomerReference/ Advocate Marketing
Customer IntelligenceManagemen
t
Buying Cycle Customer Lifecycle
Account Planning
© 2015 SiriusDecisions. All Rights Reserved 16
Aligned Measurement Shows ABM Impact The Right Way
Metric Class Metric Examples Description
© 2015 SiriusDecisions. All Rights Reserved 17
Aligned Measurement Shows ABM Impact The Right Way
Counts of actions taken• Account/Contact Activity• Sales UtilizationActivity
Metric Class Metric Examples Description
© 2015 SiriusDecisions. All Rights Reserved 18
Aligned Measurement Shows ABM Impact The Right Way
Counts of actions taken• Account/Contact Activity• Sales UtilizationActivity
Direct results of actions• Pipeline Influence• Conversion rates• Relationship Development
Output
Metric Class Metric Examples Description
© 2015 SiriusDecisions. All Rights Reserved 19
Aligned Measurement Shows ABM Impact The Right Way
Counts of actions taken• Account/Contact Activity• Sales UtilizationActivity
Direct results of actions• Pipeline Influence• Conversion rates• Relationship Development
Output
Effects against business goals
• Revenue Growth• Retention• Loyalty• Advocacy
Impact
Metric Class Metric Examples Description
© 2015 SiriusDecisions. All Rights Reserved 20
Aligned Measurement Shows ABM Impact The Right Way
Counts of actions taken• Account/Contact Activity• Sales UtilizationActivity
Direct results of actions• Pipeline Influence• Conversion rates• Relationship Development
Output
Effects against business goals
• Revenue Growth• Retention• Loyalty• Advocacy
Impact
Preparedness to perform• Account Insights• New Contacts• Successful Planning
Readiness
Metric Class Metric Examples Description
Industry / Segment ABM: MedidataJohn Seaner
© 2014 Medidata Solutions, Inc.
Medidata ABM Program Overview
October 1, 2015
John SeanerVice-President Global Field Marketing
© 2014 Medidata Solutions, Inc.
Leading cloud-based clinical trial platformPowering 50% of the world’s drug studies
18
Scientific, Operational and Patient
Value
530+ Customers
5,500+ Patient
Visits / Day
2.5M+Patients
300,000+ Study Sites
8 Billion+Clinical Records
573,000+Data
Points/Day
© 2014 Medidata Solutions, Inc. 19
“Selfie” messaging Makers of “pretty things” The “party planners” One size fits all content Clicks, page views and form fills Zero focus on the big picture “Us” (Marketing) vs “them” (Sales)
ABM was our chance to change perceptionMarketing had no seat at the table
© 2014 Medidata Solutions, Inc.
Target accounts generate 78% of all industry revenues and consume 70% of all industry R&D
spend in 2014
100
Average number of personas per target
account buying center
16The baseline marketing
noise to which these target personas are subjected in the form of tradeshows, events, webinars, etc.
668Target personas control
70% of a $13 billion total addressable
market
1600
We identified the target accountsBasis of no more “checklist” / ”spray and pray” marketing
© 2014 Medidata Solutions, Inc. 21
Then took a data science approach17 attributes from 4 categories predict 92% success rate
Sales Relationship Marketing Engagement
Level Customer Experience Digital Footprint and
Body Language
© 2014 Medidata Solutions, Inc.
We answered the tough questionsTowards integrated “decision assistance packages” / demand tradecraft
• Who are the buyers, their mindsets and decision criteria (business and personal)
• What is the buyers’ definition of a solution?• What are the natural decision paths of the buyers?
• What slows a decision (gaps, blind alleys, bottlenecks and roadblocks)?
What kind of information do they need?
When do they need information? From what source do they need information?
In what form do they need information?
In what sequence do they need information?
© 2014 Medidata Solutions, Inc. 23
Our efforts were supplemented by a new teamPulled from Sales, Customer Care, Data Science, Finance and Product
• Customer Experience
• Business Value
• Account Governance
© 2014 Medidata Solutions, Inc. 24
A new technology stack was implementedBoth COTS and custom development
• Customer insight
• Digital footprint
• Movement triggers
• Persona pain points
• Trended commercial education topics
© 2014 Medidata Solutions, Inc.
Our results year to date 75% of marketing budget will be allocated to ABM in 2016
“As a sales executive, this is
exactly what I was hoping for from ABM – an
avenue to develop deep
relationships with customers and
prospects.”2011
2012
2013
2014
714% In-crease Senior
Executive Engagement
210% Increase Target account
marketing inquiries
211% Increase Marketing
engagement rate
159% IncreaseMarketing sourced
demand
Named ABM: DemandbasePeter Isaacson
Driving Results with ABM:Demandbase on Demandbase
Peter Isaacson | CMO
October 1, 2015
© 2015 SiriusDecisions. All Rights Reserved 33©2014 Copyright Demandbase, Inc. Demandbase Confidential.
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Account-Based Marketing
Identify the companies most likely to buy, and then market to them
© 2015 SiriusDecisions. All Rights Reserved 34©2014 Copyright Demandbase, Inc. Demandbase Confidential.
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Account-Based Marketing
Identify the companies most likely to buy, and then market to them
©2015 Copyright Demandbase, Inc. Demandbase Confidential.
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ABM Across The Funnel
Measure (x2)
AttractEngage
Convert
©2015 Copyright Demandbase, Inc. Demandbase Confidential.
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Creating our ABM Strategy
IDENTIFY STAKEHOLDERS
AGREE ON TARGET LISTS & PERSONALIZED EXPERIENCES
BUILD LISTS & EXPERIENCES
MEASURE & ITERATE
© 2015 SiriusDecisions. All Rights Reserved 37
© 2015 SiriusDecisions. All Rights Reserved 38
© 2015 SiriusDecisions. All Rights Reserved 39
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Account-Based Advertising
©2015 Copyright Demandbase, Inc. Demandbase Confidential.
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The Role of Account-Based AdvertisingBusiness objectives:
Awareness for the right trafficConversions in the right cases
©2015 Copyright Demandbase, Inc. Demandbase Confidential.
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Analytics upsell to 176 customer accountsBANNER CREATIVE LANDING PAGE W/ PERSONALIZATION
©2015 Copyright Demandbase, Inc. Demandbase Confidential.
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Results
©2015 Copyright Demandbase, Inc. Demandbase Confidential.
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Lifted Companies are 2.7x more likely to close
SAL PIPELINE CLOSE
48%
23%
©2015 Copyright Demandbase, Inc. Demandbase Confidential.
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Lifted Companies are 2.7x more likely to close
SAL PIPELINE CLOSE
48%
23%
©2015 Copyright Demandbase, Inc. Demandbase Confidential.
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Lifted Companies are 2.7x more likely to close
SAL PIPELINE CLOSE
48%
23%
73%
41%
©2015 Copyright Demandbase, Inc. Demandbase Confidential.
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Lifted Companies are 2.7x more likely to close
SAL PIPELINE CLOSE
48%
23%
73%
41%
52%
78%
© 2015 SiriusDecisions. All Rights Reserved 49
Website Personalization
©2015 Copyright Demandbase, Inc. Demandbase Confidential.
50
Strategy
Provide a consistent experience for ABA campaigns Engage our target audiences with tailored messages Call out personalization throughout the website Make it easy to convert Use personalization to demonstrate Demandbase’s
capabilities
©2015 Copyright Demandbase, Inc. Demandbase Confidential.
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Homepage Personalization: Hello
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Homepage Personalization: Attract
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Homepage Personalization: Engage
©2015 Copyright Demandbase, Inc. Demandbase Confidential.
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Homepage Personalization: Home
©2015 Copyright Demandbase, Inc. Demandbase Confidential.
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Homepage Personalization: Home
©2015 Copyright Demandbase, Inc. Demandbase Confidential.
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Homepage Personalization: Home
©2015 Copyright Demandbase, Inc. Demandbase Confidential.
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Homepage Personalization: Home
©2015 Copyright Demandbase, Inc. Demandbase Confidential.
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Weekly Web Metrics: By Audience and Industry
Traffic Engagement Conversion
By Audience (and Industry)
© 2015 SiriusDecisions. All Rights Reserved 59
Personalization ImpactTraffic Metrics
INSIGHTS Overall traffic trended down, but… Traffic from Prospects increased
significantly Traffic from Customers increased We are getting more of the right
traffic to the website
Period* Sessions Users
BASELINE 27,589 23,703(non-watchlist visitor) 26,991 23,252
Prospects 879 692Customers 598 451
PHASE ONE 22,778 17,541
% Change -17.4% -26%(non-watchlist visitor) 21,366 16,464
% Change -21% -29%
Prospects 1,412 1,077% Change 61% 56%
Customers 1,183 800% Change 98% 77% *Baseline = 11/15/14 – 1/31/15
Phase One = 2/1/15 – 4/19/15Phase Two = 4/20/15 – 7/6/15
© 2015 SiriusDecisions. All Rights Reserved 60
Personalization ImpactEngagement Metrics
INSIGHTS Bounce rate is down for all
audiences Bounce rate is down significantly
for Prospects and Customers Everyone is spending more time
on the site and looking at more pages
Content and design are more engaging and are resonating well with our target audiences
Period* Bounce RateAvg.
Session Duration
Pages / Session
BASELINE 32.87% 00:01:24 2.50(non-watchlist visitor) 32.66% 00:01:23 2.51
Prospects 42.78% 00:02:03 2.49Customers 42.31% 00:02:08 2.18
PHASE ONE 27.84% 00:02:36 4.96
% Change -15.3% 86% 98.4%(non-watchlist visitor) 28% 00:02:36 4.94
% Change -15% 88% 97%
Prospects 29% 00:02:46 5.20% Change -32% 35% 109%
Customers 30% 00:02:32 4.41% Change -29% 19% 102% *Baseline = 11/15/14 – 1/31/15
Phase One = 2/1/15 – 4/19/15
© 2015 SiriusDecisions. All Rights Reserved 61
Personalization ImpactConversion Metrics
INSIGHTS Conversion rates and
completions have increased dramatically
Contact Us is no longer a primary CTA, so worse performance is expected
Personalization has the right impact!
Period* Download Rate
Downloads
Contact Us Rate
Contact Us
Demo Request
RateDemo
Request
BASELINE 0.25% 69 0.25% 69 0.11% 29(non-watchlist visitor) 0.25% 67 0.25% 67 0.11% 29
Prospects 0.34% 3 0.46% 4 0.11% 1
Customers 0.33% 2 0.33% 2 0.00% 0
PHASE ONE 0.30% 69 0.16% 37 0.40% 92
% Change 20% 0.00% -36% -46% 264% 217%(non-watchlist visitor) 0.29% 63 0.15% 33 0.42% 90
% Change 16% -6% -40% -51% 282% 210%
Prospects 0.42% 6 0.28% 4 0.14% 2% Change 24% 100% -39% 0% 27% 100%
Customers 0.08% 1 0.17% 2 0.25% 3% Change -76% -50% -48% 0% 0.00% 0%
*Baseline = 11/15/14 – 1/31/15Phase One = 2/1/15 – 4/19/15
© 2015 SiriusDecisions. All Rights Reserved 62
Overall Results
©2015 Copyright Demandbase, Inc. Demandbase Confidential.
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Funnel Metrics
MQL SAL PIPELINE CLOSE
82%
49%
24%
©2015 Copyright Demandbase, Inc. Demandbase Confidential.
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Funnel Metrics
MQL SAL PIPELINE CLOSE
82%
49%
24%
96%
64%
42%
©2015 Copyright Demandbase, Inc. Demandbase Confidential.
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Funnel Metrics
MQL SAL PIPELINE CLOSE
82%
49%
24%
96%
64%
42%
17%
51%
75%
©2015 Copyright Demandbase, Inc. Demandbase Confidential.
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DB3k vs Non DB3k Accounts
Sales Team Close Rate ACV Funnel Velocity
Enterprise 3.8x +35% +2%
Mid Market 2.6x +40% -20%
Advertising 1.6x +31% +65%
Are You Ready For ABM?Evaluating What It Takes To Deliver Great Results
SiriusPerspective:
© 2015 SiriusDecisions. All Rights Reserved 68
What It Takes To Get Started The Right WayABM doesn’t work if it’s someone’s part-time project; Assign one
of your best marketers and start with a focused pilot, then build from there.
Three Must-Haves To Start ABM Right1. A Leader
Make ABM someone’s full
responsibility, not a part-time project,
and provide resources to make
it work
2. Clear GoalsDefine SMART
objectives upfront (specific,
measurable, achievable,
relevant and time-bound)
3. Sales SupportChoose to work
with sales leaders and reps who are
open to marketing’s help
and to collaboration
Questions?
Thank You
Q&A
19-20 OctoberWestminster Park Plaza London
2015 Summit EuropeOutperform: Strategies for Intelligent Growth in EMEA
- 6th Annual Summit- 500+ B2B Marketing, Product and Sales
leaders- 2nd Executive Leadership Exchange - Check the agenda on
sdsummiteurope.com
© 2015 SiriusDecisions. All Rights Reserved 73
© 2015 SiriusDecisions. All Rights Reserved 74
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