As a digital marketer some of the key challenges you face include Personalisation at scale, difficult to reach audiences and Ad spend ROI. Take the guesswork out of digital marketing by advertising to accounts and buyers that are truly in-market and interested in your solution. With ABX, your digital marketing strategy can engage the right people at high-value accounts, delivering a personalised web experience that delivers a dramatic increase in conversion rates. This session will walk you through how to: - Know which accounts are visiting your website or viewing your ads - Understand which pages are of most interest to your different accounts so you can prioritise outreach and personalise your content and messages. - Target the entire buying committee by prioritising the high-intent individuals within each target account.

1. B2B Sales & Marketing: As
Easy as ABX for Digital
Marketing
Leanne Chescoe, Snr. Manager EMEA
Marketing
Webinar Series
05/08/2021
Demandbase
Paul Gibson VP EMEA

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Today’s
Presenters
Paul Gibson
VP EMEA, Demandbase
Leanne Chescoe
Snr. Manager
EMEA Marketing, Demandbase
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✓ What is ABX?
✓ Why it is important for B2B Sales &
Marketing Teams
✓ What is means for Digital Marketing
✓ Using Technology to execute an ABX
Strategy
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Agenda

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Account-Based Experience (ABX) is a go-to-
market strategy that uses data and insights to
orchestrate relevant, trusted Marketing and
Sales actions throughout the B2B customer
lifecycle

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Meet your buyers where they are on their journey
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1:FEW
AE TOP ACCTS
Demandbase ICP
1:1
Strategic
1:MANY
DB4K

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ABX for Digital Marketing
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Challenges Where Technology can help
Need to know where to focus AND what to say
Discover account insights based on intent and
engagement
Need to run ads to all the accounts Sales has given me
Predictive analytics helps you determine the right
accounts to target with ads
I have trouble identifying customer website activity
because my web analytics tool isn’t connected to my
account insights
Identify accounts who visit your website and measure
page views

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Align advertising
dollars & marketing
campaigns to the
account journey

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Align advertising dollars and marketing campaigns
to the account journey
Typical challenge:
Marketing isn’t able to understand where to optimally focus their advertising and campaign
budgets and what channels and messages to use. Sales lacks confidence that they are going
after the highest priority accounts and saying the right things to those accounts.
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Use Case: Pilot Top of Funnel Advertising
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• Desired Outcome:
○ Increase site traffic from target accounts
• Recommendation:
○ Begin by creating an Account List referencing your TAL
○ Include the Journey Stage of Aware to show accounts that are showing intent but
are not showing a high level of engagement
○ Within Advertising, create a New Campaign, and utilize the list you created to create
a personalised campaign to drive awareness and engagement
• Take It To The Next Level
○ Layer on other characteristics, Pipeline Predict, and/or Qualification Score to refine
account list
○ Add accounts that have converted from Top of Funnel ad campaign to Mid-Funnel
ad campaign
○ Personalise Home Page and/or other high value pages of your website to ensure
consistent messaging
As a Digital Marketer, I want to increase site traffic from target accounts who are showing meaningful intent but have low interaction with
my brand.

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Challenge: EMEA Accounts Getting Stuck in Top of
Funnel
EMEA Accounts stages:
• Qualified
(qualification score
of 70 or greater)
• Aware (showing
intent on one of 12
keyword sets with
varying threshold
scores)
Goal: Drive Qualified/Aware → Engaged → MQA
Targeting Creative & Messaging Channels
Campaigns in:
• DB1 Advertising
(personalised,
animated)
• Paid Search across
region
• Content Syndication
for lead gen (suppress
current leads/contacts
for net new) with
nurture and SDR
education
Tailored messaging copy:
• Away from
Americanised terms
• Away from ABM/ABX
for Qualified stages --
more toward
Revenue growth,
B2B GTM Strategy
• 3rd party credibility
for Early Engaged -
esp analyst reports
well-known in EMEA

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EMEA Accounts - Website Visits over course of first 30 days of campaign

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Traffic/Engagement: Website Visits from Ad Clicks --
EMEA

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Target customers
with personalised
messaging

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Target customers with personalised messaging
Typical challenge:
Our bounce rates are pretty high as visitors are not finding content or seeing messaging that is
relevant to them or where they are in the buyer journey.
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Use Case: Target Customers with Personalised
Messaging
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• Desired Outcome:
• Target customers with personalised messaging
• Recommendation:
• Send the right message/content/offer based on what type of relationship you
have with the customer at any moment in time.
• KPIs to consider:
• £Xmm Upsell to Product B this year
• £Xmm in upsell opportunities this quarter
• Number of campaigns and segments targeted depends on resources,
bandwidth, and budget. You may need to prioritise a few specific segments to
start.
• Take It To The Next Level
❏ While prospects need to know more about who you are and what you do,
customers may respond better to special offers for upsells
❏ Figure out the relevant offer for your target segment (Ex: If you’ve sold a
customer a printer, an obvious follow up customer experience would be to
present them with an offer to buy ink)
As a Digital Marketer, how can I appeal to existing customers with relevant messaging to drive upsell revenue?

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Measure website
performance with an
account-based lens

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Identify accounts that visit your website
Typical challenge:
“I have trouble identifying accounts that visit my website because my web analytics tool is not
connected to my account insights”
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Use Case: Site Analytics
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● Desired Outcome:
○ Measure website performance with an account-based lens
● Recommendation:
○ See what pages companies are visiting on your site and how they’re engaging over
time
○ Create new audience segments based on pages visited and add them to campaigns
○ Track campaign and channel performance with UTM parameters
● Take It To The Next Level
○ Take action - share this insight with sales and SDRs
○ For top accounts not visiting your website run an ABA campaign
As a Digital Marketer, I’m not able to Measure website performance with an account-based lens

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Q&A
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✓ ABX for Demand Generation - ondemand
✓ ABX for Marketing Operations - ondemand
✓ ABX for Sales/SDRs - 12th August, 10:30am BST
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Join the
series

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Continue
your
education

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Connect with
us
Paul Gibson
pgibson@demandbase.com
linkedin.com/in/gibsonp/
Leanne Chescoe
lchescoe@demandbase.com
linkedin.com/in/leannechescoe/
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Thank You
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You’re the best!