Driving Results through Advertising for an ABM Strategy

1. Driving Results through Advertising with an ABM Strategy Sarah Nels Director of Campaigns & Customer Data Demandbase

4. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. What is your buying universe? Source: US Census Bureau U.S. Businesses: 28 million >1 Employee: 6 million $10M+: 200,000 $100M+: 20,000 $1B+: 2,000 …most B2B companies target 2,000-5,000 accounts total

6. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. Why Account-Based Marketing? 6 • Ensures attention is given to top prospects/customers • Defines growth and timing based on account specifics Focuses on best opportunities • More efficient with a defined universe • Delivers on their target accounts Supports sales reality • Linked to greater customer satisfaction and retention • Customers experience less noise, respond at higher rates to more relevant outreach Delivers customer-centric experience

7. Account-Based Advertising: Strategy

9. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. Customers Prospects Partners Define Segments and Business Objectives Upsell Renewal Awareness Trial Purchase Re- Engage Competitive Acquire Inform CoSell

10. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. Use cases for ABA Most common  Drive website traffic from target accounts  Plant the seed for upsells and renewals  Expand reach of digital campaigns Experimental  Increase sales velocity  Competitive conquesting  Give direct mail campaigns a digital boost

11. Account-Based Advertising: Best Practices

12. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. Account-Based Advertising Best Practices Use ABA to increase awareness and engagement at target accounts Avoid using ABA solely for direct response, but do drive to a form-enabled page Test creative and landing pages regularly Share actionable insights with your sales team Measure what’s meaningful – CTR’s and CPM’s don’t translate into revenue

13. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. Creative Best Practices  The more you try to say, the less people will hear. Tell your story in one to three frames.  Have all ad frames fully communicate the takeaway  Utilize dynamic personalized creative to your advantage  Establish a creative template to maximize creative efficiency  Have a clear call-to-action. (e.g. “Learn More”, “Read our recommendations”, etc.) Avoid “Download Now” or “Click Here”  A/B Test

14. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. Landing Page Best Practices for Engagement  Customize the experience with personalized advertising and landing pages  Have continuity between ad creative and landing page  Sending the audience to a blend of content increases site engagement, but don’t have too many options  Control the conversation  We recommend strategic routing - Let visitors consider your product before the hand raise  Retarget visitors with a lower funnel related message to push for a conversion

15. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. Landing Page Best Practices for Conversion  100% Gated pages result in high bounce rates and fewer conversions.  Have a thorough description of the asset above the fold  Included secondary and tertiary content below the fold  Keep action to goal ratio low  Shorter forms lead to high conversions – only 4-5 fields  Privacy statements with forms  Thank you page should have links out to main site and suggested content, “You might also be interested in…”

16. Account-Based Advertising: Driving Results

17. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. Advertising Campaign Strategy Strategy What are the campaign objectives for each segment? How will we attract and engage target accounts both on the web and onsite? 2 Identify Key Accounts Target Account List1 What creative messaging to present to each segment throughout the buyer’s journey? Personalization3 KPIs for advertising and website are different. KPIs for segments are different as well. Results4

18. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. New metric: Account Lift Increasing page level engagement of accounts Lifters • Send to Sales • Use for intelligent lead gen • Retarget with lower funnel messaging Decliners • Double down efforts • Drive to different content • Remove from nurture lists – out of cycle

19. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. Defining Segments and Goals Net New Prospects • Drive site traffic • Educate • Submit “Contact Us” SAL/MQLs • Quality over Quantity • Right Company + Right Contact Competitive Conquesting • Driving deeper engagement on key product pages • Demo/Offer/Trial Customer engagement • Cross-Sell • Upsell • Ambassadors!

20. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. Net New Prospects Goal Tactic How to win 1. Attract Advertising campaign to blended page to educate 75% of segment on site 2. Engage Personalize to industry so prospect knows they are in the right place +20% of target accounts 3. Convert Cookie retarget individuals to form fill submission +5% form submits

22. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. MQL/SQL Drivers Goal Tactic How to win 1. Attract Sequential advertising Strong, consistent strategy 2. Engage Personalize messaging by need Serve segment relevant content, hide the rest 3. Convert Right company + Right Contact Demo scheduled with Sales (SQL!)

25. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. Customer Engagement Goal Tactic How to win 1. Attract Hand pick customers for nurture campaign Account-Based Retargeting – engage with customers already on your site 2. Engage Retargeting off of key pages Continue personalization on LPs 3. Convert Offer up multiple pieces of gated and ungated content Monitor page views by account to determine interest area

27. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. Competitive Conquesting Goal Tactic How to win 1. Attract Create a list of pre-sale lost or post-sale lost Have primary differentiator front and center 2. Engage Primary and Secondary CTA on LP Snackable content that increases education 3. Convert Cookie retarget individuals to form fill +5% form submits

29. A/B Testing How this all comes together

30. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. A/B Test – What do I need to know?  Know what you’re testing and why  Define success  Test one element or variable at the same time  Run the test at the beginning of a campaign  Run for short period of time until the sample size is valid  Ensure your primary objective is still intact

31. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. Creative A/B Test – Keep it simple A: PERSONALIZED Acme Corp., Get your app in the cloud Learn more » cloud ware Get your app in the cloud Learn more » cloud ware B: NON-PERSONALIZED Get your app in the cloud Learn more » cloud ware Get your app in the cloud Learn more » cloud ware A: BLUE BUTTON B: GREEN BUTTON cloud ware Get your app in the cloud Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam quis urna vel lacus congue molestie id eu est. Aenean lacinia vulputate risus ac lacinia. Duis mollis odio erat, sed rhoncus nulla dictum eget. Nunc sit amet turpis sodales, imperdiet mi nec, ullamcorper sem. Aliquam lacinia lorem quis pharetra iaculis. Nulla eget justo id elit consequat sodales. Submit DOWNLOAD cloud ware Get your app in the cloud Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam quis urna vel lacus congue molestie id eu est. Aenean lacinia vulputate risus ac lacinia. Duis mollis odio erat, sed rhoncus nulla dictum eget. Nunc sit amet turpis sodales, imperdiet mi nec, ullamcorper sem. Aliquam lacinia lorem quis pharetra iaculis. Nulla eget justo id elit consequat sodales. Submit DOWNLOAD

32. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. Get your app in the cloud Learn more » cloudware cloud ware Get your app in the cloud Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam quis urna vel lacus congue molestie id eu est. Aenean lacinia vulputate risus ac lacinia. Duis mollis odio erat, sed rhoncus nulla dictum eget. Nunc sit amet turpis sodales, imperdiet mi nec, ullamcorper sem. Aliquam lacinia lorem quis pharetra iaculis. Nulla eget justo id elit consequat sodales. Submit DOWNLOAD cloud ware Acme Corp., Get your app in the cloud Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam quis urna vel lacus congue molestie id eu est. Aenean lacinia vulputate risus ac lacinia. Duis mollis odio erat, sed rhoncus nulla dictum eget. Nunc sit amet turpis sodales, imperdiet mi nec, ullamcorper sem. Aliquam lacinia lorem quis pharetra iaculis. Nulla eget justo id elit consequat sodales. Submit DOWNLOAD Landing Page A/B Test B: NON-PERSONALIZED A: PERSONALIZED Get your app in the cloud Learn more » cloudware cloud ware Get your app in the cloud Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam quis urna vel lacus congue molestie id eu est. Aenean lacinia vulputate risus ac lacinia. Duis mollis odio erat, sed rhoncus nulla dictum eget. Nunc sit amet turpis sodales, imperdiet mi nec, ullamcorper sem. Aliquam lacinia lorem quis pharetra iaculis. Nulla eget justo id elit consequat sodales. Submit DOWNLOAD cloud ware Get your app in the cloud Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam quis urna vel lacus congue molestie id eu est. Aenean lacinia vulputate risus ac lacinia. Duis mollis odio erat, sed rhoncus nulla dictum eget. Nunc sit amet turpis sodales, imperdiet mi nec, ullamcorper sem. Aliquam lacinia lorem quis pharetra iaculis. Nulla eget justo id elit consequat sodales. Submit DOWNLOAD A: ORANGE A: DARK BLUE

33. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. Top Questions  3 highest priority segments?  Business objective for top segments?  What content do I want them to engage with?  What are the desired actions?  What is a conversion for each segment?  How do I measure results?

34. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. In closing – beyond the workshop  Building a target account list aligns sales and marketing efforts  Segmenting your list helps prioritize and focus marketing efforts  Measure success in attracting, engaging, and converting each segment…true impact on revenue

35. THANK YOU! Sarah Nels, Ad Strategy linkedin.com/in/sarahnels @_SarahNels