what marketing can learn from sales

The Account-Based Approach:What Marketing Can Learn From Sales

January 30, 2013

Confidential | © Demandbase 2012 All rights reserved. Slide 2© Demandbase 2013 All rights reserved.

#accountbased | @jstewart_1 | @aholtzman

Speakers

Amy HoltzmanSenior Marketing Manager, Demandbase

Jason StewartDirector of Marketing, Demandbase



Agenda

What is Account-Based Marketing How Salespeople Prospect How Marketers Program Account-Based Programs ABM In Practice Q&A



Account-Based Marketing

A B2B Marketing practice which focuses investment of resources on those accounts most likely to result in revenue.



Account-Based Marketing: Why?

B2B Marketing has evolved– Better Data– Better Tools– Experience– Example– Insight

Lead Volume vs. Lead Quality



Account-Level Engagement



What’s In It For Me?

Natural alignment between Sales & Marketing

Delivery of the right message, at the right time, to the right accounts

Improved conversion rates

Increased revenue



The Foundation

Sales & Marketing should develop a common definition of accounts most likely to yield revenue



Future Customers Look Like Your Current Ones



Handicapping the Race



How Salespeople Prospect



How Marketers Select Programs



Account-Based Programs

Putting it into Practice



Demandbase Inquiries Q411-Q312



Demandbase Inquiries, MQLs & SALS Q411-Q312

*



Won Opportunity

Webinars 12%

Events 25%Our Website Forms & Nurturing Programs 63%



Webinars 12%

Events 25%Our Website Forms & Nurturing Programs 63%

Won Opportunities

So what’s going on with content syndication, virtual events & third party emails?



Influence on Won Opportunity

When we look at how INFLUENTIAL these tactics have been, we realize they

touch a SIGNIFICANT amount of revenue we’ve won, especially content

syndication.

Webinars 34%

Third Party Emails 1%

Our Website Forms & Nurturing Programs 14%

Events 24%

Virtual Events 10%

Content Syndication 17%



So what now?



Account-based marketing?



Aligning our demand gen to the target-account list

For Q113 we’ve changed our content syndication vendors to those that will generate leads only from our target-account list– Pilots with 3 vendors

1-month trail campaigns with each vendor to test lead quality and gauge lead quantity and pacing

Filters applied for test period– Marketing titles only– Managers & above– North America only– From our target-account list



These conversations with vendors are NOT easy

“We could never do a guaranteed CPL program with named accounts. We would lose too many in the process and the CPL would be ridiculous.”

“I doubt there’s anyone out there who will be able to do a program with the parameters you’re seeking to an efficient level.”

“Can I ask why you don’t care about any other companies? It seems kind of like you’re putting all your eggs in one basket with this list.”



Test Company One

Generates leads via their online content directory and through telemarketing

Because of the target-account list filter, Company One determined telemarketing would be the best approach

How it works:– Publication rep calls target company contact– Asks if they’re interested in receiving a Demandbase white paper– If contacts says “yes,” rep confirms contact information– Once contact information is confirmed, rep sends Demandbase white

paper to contact – this is when the contact is considered a lead for us

Benefits:– Accurate contact data– Contact on the phone within the past week



Test Company One Early Wins

92 leads generated in the first 3 days of the campaign – all from out target company list, all meeting our criteria

74 of these leads were NET NEW leads for us – that’s 74 NEW contacts from our target list in 3 days!

Within 24 hours of the leads posting to Salesforce.com, one of our SDRs had a SAL/meeting set with a target company for a large advertising opportunity

4 MQLs 3 SALs in first week!



Next Steps

Fine-tune Company One campaign and other syndication campaigns

Re-evaluate these vendors in early February– Renew two working programs– Cancel program that isn’t working– Test additional vendors

Incorporate account-based approach into more of our marketing mix, wherever appropriate



And then we celebrate!



Our Approach & Key Learnings

• Better identify our audience, segment and categorize their needs

• Target the companies that matter to us

• Move our target accounts through the buying process, from advertising to website to closed opportunity

Account-based marketing = targeting companies most likely to buy



Visitor Identification



About Demandbase



Questions

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