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Account Based Marketing
Agenda

        Named Account Marketing
         – Defined
         – Why?
         – Foundation
        List Definition Process
        Demandbase Example
        List Building Process
        Next Steps



Confidential | © Demandbase 2012 All rights reserved.
       © Demandbase 2012 All rights reserved.           Slide 2
Named Account Marketing: Defined

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




Confidential | © Demandbase 2012 All rights reserved.
       © Demandbase 2012 All rights reserved.           Slide 3
Named Account Marketing: Why?

        B2B Marketing has evolved
           –     Better data
           –     Better tools
           –     Experience
           –     Example
           –     Insight


        Low conversion rates are our past, not our
         future

Confidential | © Demandbase 2012 All rights reserved.
       © Demandbase 2012 All rights reserved.           Slide 4
Named Account Marketing: 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



Confidential | © Demandbase 2012 All rights reserved.
       © Demandbase 2012 All rights reserved.           Slide 5
Named Account Marketing: Foundation

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




Confidential | © Demandbase 2012 All rights reserved.
       © Demandbase 2012 All rights reserved.           Slide 6
Named Account Marketing: Driving Assumption

        Your future customers look exactly like
         your most valued current customers




Confidential | © Demandbase 2012 All rights reserved.
       © Demandbase 2012 All rights reserved.           Slide 7
Named Account Marketing: List Definition Process (1 of 4)

       Gather your constituents
       State your assumptions about who you think your best
        customers are (use attributes to describe them)
       Build additional possible attributes to be investigated
       Combine your attribute lists:
             * Revenue                                  * Geography
             * Industries                               * Employees
             * Sophistication                           * B2B v. B2C
             * Technology                               * Web Volume
             * Marketing Spend                          * IT Spend
       Test your lists– would you use these lists to indicate
        qualified MQL’s?
Confidential | © Demandbase 2012 All rights reserved.
       © Demandbase 2012 All rights reserved.           Slide 8
Named Account Marketing: List Definition Process (2 of 4)

        Agree on sources of truth for each attribute
           – CRITICAL Importance
        Research, research, and research again
        Abandon all previous assumptions (open minds will
         find the truth & your biases will limit your results)
        Build a list of your most valued customers
        Collect data for each value on your attributes list
        Be Open to the possibility that there may be additional
         attributes that surface in the research!


Confidential | © Demandbase 2012 All rights reserved.
       © Demandbase 2012 All rights reserved.           Slide 9
Named Account Marketing: List Definition Process (3 of 4)

        Look for unexpected patterns
        Determine which attributes will allow you to include
         the most existing customers- test each one
        List the customers you would have excluded for each
         attribute and the % of total included
        Create a Recommended Target Profile




Confidential | © Demandbase 2012 All rights reserved.
       © Demandbase 2012 All rights reserved.           Slide 10
Named Account Marketing: List Definition Process (4 of 4)

        Create a Recommended Target Profile
        Present to constituents for discussion
        Apply Art to your Science
        Finalize attribute list
        Redefine MQL to match these criteria
        Build lists of accounts that share these attributes

        Consider applying the same process to contacts using
         keywords and titles from first & last touch on customer
         accounts
Confidential | © Demandbase 2012 All rights reserved.
       © Demandbase 2012 All rights reserved.           Slide 11
Demandbase Example: Participants

        Sales Leadership
        Marketing Leadership
        Executive Leadership




Confidential | © Demandbase 2012 All rights reserved.
       © Demandbase 2012 All rights reserved.           Slide 12
Demandbase Example: Our Assumptions List

        B2B
        Revenue Band
        Web Traffic
        Industry (Inclusions and Exclusions)
        Key Technology Use
        Geography



Confidential | © Demandbase 2012 All rights reserved.
       © Demandbase 2012 All rights reserved.           Slide 13
Demandbase Example: Distribution of Revenue Bands




              No Data 1. Under    2. $5      3. $10     4. $10     5. $25     6. $50    7. $100 8. $500        9. $1     10. $2.5 11. Over
                      $5 Million Million to Million to Million to Million to Million to Million to Million to Billion to Billion to $5 Billion
                                   $10        $25        $25        $50        $100      $250      $1 Billion   $2.5     $5 Billion
                                  Million    Million    Million    Million    Million    Million               Billion


                           83% have 10M+ in annual revenue
                          79% have $25M+ in annual revenue
                         64% have $100M+ in annual revenue
                           Data not sufficient for use in profiling.

Confidential | © Demandbase 2012 All rights reserved.
       © Demandbase 2012 All rights reserved.                                 Slide 14
Demandbase Example: Distribution Web Traffic




            No obvious distribution of web traffic by volume.


Confidential | © Demandbase 2012 All rights reserved.
       © Demandbase 2012 All rights reserved.           Slide 15
Demandbase Example: Unique Monthly Web Traffic(+10K)




                                                   26%
                                                                          Above
                                                                          Below



                                                                    74%



83% of customers have more then 5K unique visits/month.


Confidential | © Demandbase 2012 All rights reserved.
       © Demandbase 2012 All rights reserved.            Slide 16
Demandbase Example: Customer Industries

                                            1% 1%
                                2%                      1%
                                            2%
                                 2%
                              3%                                              Software & Technology
                                                                              Business Services
                              5%                                              Telecommunications
                                                                              Unclassified
                         7%                                                   Manufacturing
                                                                              Transportation & Logistics
                                                                              Financial Services
                          12%                                                 Media & Entertainment
                                                             64%
                                                                              Electronics
                                                                              Retail & Distribution
                                                                              Printing & Publishing




                          76% of customers fall into two industries
                                  83% in three industries.
Confidential | © Demandbase 2012 All rights reserved.
       © Demandbase 2012 All rights reserved.                      Slide 17
Demandbase Example: Key Technology Use

                                                              3%
                                                        15%




                                                                                    1
                                                                                    2
                                                                              45%   3
                                                                                    4
                                             37%




               97% of our customers have 2+ key technologies.


Confidential | © Demandbase 2012 All rights reserved.
       © Demandbase 2012 All rights reserved.                      Slide 18
Demandbase Example: Winners By the Numbers

         2+ Key Technologies                                      (97%)
         3 Key Industries                                         (83%)
         Web Traffic +5K/Mo                                       (83%)
         Revenue Bands $10M+                                      (83%)



         List the customers who would be excluded if each
          attribute were used as a requirement
         Could you have lived without them?

Confidential | © Demandbase 2012 All rights reserved.
       © Demandbase 2012 All rights reserved.           Slide 19
Demandbase Example: Recommended Prospect Profile

        2+ Key Technologies                                       (97%)
        This is the only metric that would not have disqualified
         a significant portion of our existing customers

        List customers you would have lost if you applied this
         profile to your current install base
        Could you have lived without them?

        But…. This is not the ultimate profile we applied… this
         is where the ART comes in…

Confidential | © Demandbase 2012 All rights reserved.
       © Demandbase 2012 All rights reserved.           Slide 20
Demandbase Example: The Art & Science
        B2B + Geographies                              AND
        Two+ Key Technologies


                     OR


        B2B + Geographies                              AND
        Tier 1 Technologies                            OR
        Tier 2 Technologies +Web Traffic Threshold


Confidential | © Demandbase 2012 All rights reserved.
       © Demandbase 2012 All rights reserved.                Slide 21
List Building Process

        Consult the agreed upon sources of truth for each
         attribute
        Build separate lists
        Concatenate the lists
        Identify contacts for each account
           – Use same process to identify keywords and titles for first and last
             touches on customer accounts

        Upload to CRM & MA
        Market & sell
        Small net fishing is preferred to pray and spray!

Confidential | © Demandbase 2012 All rights reserved.
       © Demandbase 2012 All rights reserved.           Slide 22
Results

        Well-balanced sales regions
        Clearly defined MQL criteria
        Vastly improved conversions through the funnel
        More revenue!
        Better insight to future customers earlier in the buying
         cycle
        Delivery of right message, to right account, at right time
        Aligned Marketing & Sales focus



Confidential | © Demandbase 2012 All rights reserved.
       © Demandbase 2012 All rights reserved.           Slide 23
It is all in the journey

        As in all things in B2B Marketing, we are
         never done, the target list is a living thing
         that grows and changes with your market
        Question your assumptions and driving
         attributes on a regular basis
        Create a process for review and revision



Confidential | © Demandbase 2012 All rights reserved.
       © Demandbase 2012 All rights reserved.           Slide 24
     To request information on how Demandbase can enable
      your Named Account Marketing


        http://www.demandbase.com/landing-page/RTID-Demo-Request/




    Confidential | © Demandbase 2012 All rights reserved.
           © Demandbase 2012 All rights reserved.           Slide 25

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Account Based Marketing: Focus on Who Matters

  • 2. Agenda  Named Account Marketing – Defined – Why? – Foundation  List Definition Process  Demandbase Example  List Building Process  Next Steps Confidential | © Demandbase 2012 All rights reserved. © Demandbase 2012 All rights reserved. Slide 2
  • 3. Named Account Marketing: Defined  A B2B Marketing practice which focuses investment of resources on those accounts most likely to result in revenue. Confidential | © Demandbase 2012 All rights reserved. © Demandbase 2012 All rights reserved. Slide 3
  • 4. Named Account Marketing: Why?  B2B Marketing has evolved – Better data – Better tools – Experience – Example – Insight  Low conversion rates are our past, not our future Confidential | © Demandbase 2012 All rights reserved. © Demandbase 2012 All rights reserved. Slide 4
  • 5. Named Account Marketing: 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 Confidential | © Demandbase 2012 All rights reserved. © Demandbase 2012 All rights reserved. Slide 5
  • 6. Named Account Marketing: Foundation  Sales & Marketing should develop a common definition of accounts most likely to yield revenue Confidential | © Demandbase 2012 All rights reserved. © Demandbase 2012 All rights reserved. Slide 6
  • 7. Named Account Marketing: Driving Assumption  Your future customers look exactly like your most valued current customers Confidential | © Demandbase 2012 All rights reserved. © Demandbase 2012 All rights reserved. Slide 7
  • 8. Named Account Marketing: List Definition Process (1 of 4)  Gather your constituents  State your assumptions about who you think your best customers are (use attributes to describe them)  Build additional possible attributes to be investigated  Combine your attribute lists: * Revenue * Geography * Industries * Employees * Sophistication * B2B v. B2C * Technology * Web Volume * Marketing Spend * IT Spend  Test your lists– would you use these lists to indicate qualified MQL’s? Confidential | © Demandbase 2012 All rights reserved. © Demandbase 2012 All rights reserved. Slide 8
  • 9. Named Account Marketing: List Definition Process (2 of 4)  Agree on sources of truth for each attribute – CRITICAL Importance  Research, research, and research again  Abandon all previous assumptions (open minds will find the truth & your biases will limit your results)  Build a list of your most valued customers  Collect data for each value on your attributes list  Be Open to the possibility that there may be additional attributes that surface in the research! Confidential | © Demandbase 2012 All rights reserved. © Demandbase 2012 All rights reserved. Slide 9
  • 10. Named Account Marketing: List Definition Process (3 of 4)  Look for unexpected patterns  Determine which attributes will allow you to include the most existing customers- test each one  List the customers you would have excluded for each attribute and the % of total included  Create a Recommended Target Profile Confidential | © Demandbase 2012 All rights reserved. © Demandbase 2012 All rights reserved. Slide 10
  • 11. Named Account Marketing: List Definition Process (4 of 4)  Create a Recommended Target Profile  Present to constituents for discussion  Apply Art to your Science  Finalize attribute list  Redefine MQL to match these criteria  Build lists of accounts that share these attributes  Consider applying the same process to contacts using keywords and titles from first & last touch on customer accounts Confidential | © Demandbase 2012 All rights reserved. © Demandbase 2012 All rights reserved. Slide 11
  • 12. Demandbase Example: Participants  Sales Leadership  Marketing Leadership  Executive Leadership Confidential | © Demandbase 2012 All rights reserved. © Demandbase 2012 All rights reserved. Slide 12
  • 13. Demandbase Example: Our Assumptions List  B2B  Revenue Band  Web Traffic  Industry (Inclusions and Exclusions)  Key Technology Use  Geography Confidential | © Demandbase 2012 All rights reserved. © Demandbase 2012 All rights reserved. Slide 13
  • 14. Demandbase Example: Distribution of Revenue Bands No Data 1. Under 2. $5 3. $10 4. $10 5. $25 6. $50 7. $100 8. $500 9. $1 10. $2.5 11. Over $5 Million Million to Million to Million to Million to Million to Million to Million to Billion to Billion to $5 Billion $10 $25 $25 $50 $100 $250 $1 Billion $2.5 $5 Billion Million Million Million Million Million Million Billion 83% have 10M+ in annual revenue 79% have $25M+ in annual revenue 64% have $100M+ in annual revenue Data not sufficient for use in profiling. Confidential | © Demandbase 2012 All rights reserved. © Demandbase 2012 All rights reserved. Slide 14
  • 15. Demandbase Example: Distribution Web Traffic No obvious distribution of web traffic by volume. Confidential | © Demandbase 2012 All rights reserved. © Demandbase 2012 All rights reserved. Slide 15
  • 16. Demandbase Example: Unique Monthly Web Traffic(+10K) 26% Above Below 74% 83% of customers have more then 5K unique visits/month. Confidential | © Demandbase 2012 All rights reserved. © Demandbase 2012 All rights reserved. Slide 16
  • 17. Demandbase Example: Customer Industries 1% 1% 2% 1% 2% 2% 3% Software & Technology Business Services 5% Telecommunications Unclassified 7% Manufacturing Transportation & Logistics Financial Services 12% Media & Entertainment 64% Electronics Retail & Distribution Printing & Publishing 76% of customers fall into two industries 83% in three industries. Confidential | © Demandbase 2012 All rights reserved. © Demandbase 2012 All rights reserved. Slide 17
  • 18. Demandbase Example: Key Technology Use 3% 15% 1 2 45% 3 4 37% 97% of our customers have 2+ key technologies. Confidential | © Demandbase 2012 All rights reserved. © Demandbase 2012 All rights reserved. Slide 18
  • 19. Demandbase Example: Winners By the Numbers  2+ Key Technologies (97%)  3 Key Industries (83%)  Web Traffic +5K/Mo (83%)  Revenue Bands $10M+ (83%)  List the customers who would be excluded if each attribute were used as a requirement  Could you have lived without them? Confidential | © Demandbase 2012 All rights reserved. © Demandbase 2012 All rights reserved. Slide 19
  • 20. Demandbase Example: Recommended Prospect Profile  2+ Key Technologies (97%)  This is the only metric that would not have disqualified a significant portion of our existing customers  List customers you would have lost if you applied this profile to your current install base  Could you have lived without them?  But…. This is not the ultimate profile we applied… this is where the ART comes in… Confidential | © Demandbase 2012 All rights reserved. © Demandbase 2012 All rights reserved. Slide 20
  • 21. Demandbase Example: The Art & Science  B2B + Geographies AND  Two+ Key Technologies OR  B2B + Geographies AND  Tier 1 Technologies OR  Tier 2 Technologies +Web Traffic Threshold Confidential | © Demandbase 2012 All rights reserved. © Demandbase 2012 All rights reserved. Slide 21
  • 22. List Building Process  Consult the agreed upon sources of truth for each attribute  Build separate lists  Concatenate the lists  Identify contacts for each account – Use same process to identify keywords and titles for first and last touches on customer accounts  Upload to CRM & MA  Market & sell  Small net fishing is preferred to pray and spray! Confidential | © Demandbase 2012 All rights reserved. © Demandbase 2012 All rights reserved. Slide 22
  • 23. Results  Well-balanced sales regions  Clearly defined MQL criteria  Vastly improved conversions through the funnel  More revenue!  Better insight to future customers earlier in the buying cycle  Delivery of right message, to right account, at right time  Aligned Marketing & Sales focus Confidential | © Demandbase 2012 All rights reserved. © Demandbase 2012 All rights reserved. Slide 23
  • 24. It is all in the journey  As in all things in B2B Marketing, we are never done, the target list is a living thing that grows and changes with your market  Question your assumptions and driving attributes on a regular basis  Create a process for review and revision Confidential | © Demandbase 2012 All rights reserved. © Demandbase 2012 All rights reserved. Slide 24
  • 25. To request information on how Demandbase can enable your Named Account Marketing http://www.demandbase.com/landing-page/RTID-Demo-Request/ Confidential | © Demandbase 2012 All rights reserved. © Demandbase 2012 All rights reserved. Slide 25