B2BMX Best of ABM - Roundtable.pdf

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Copyright © 2022 Demandbase
Tracy Kraft
VP, Global Revenue Marketing
Delivering A
Successful ABM
Strategy

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A little about me
● Vice President, Revenue Marketing at Demandbase
● Previously VP, Account-Based Revenue + Partner Marketing
at New Relic; scaled ABM, field, and partner GTM pipeline.
● Former VP, Marketing at Marqeta; established and lead the
entire marketing function.
● Successful leadership roles at small start-ups as well as
large, multinational companies.
● Passionate about Marketing – I truly believe in the impact
Marketers can have on a company’s growth.

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What we’ll talk about today
● The B2B Buyer’s Journey
● What is ABX?
● Strategic considerations for all stages of ABX maturity
○ Building Account Intelligence
○ Curating Experiences at each stage of the journey
○ Account Tiering and Entitlements

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Start here
Initial research
Social media
First website visit
Competitive website
visits
Buying
committee
research
Social network
Pipeline
Evaluation
Retain
Research
additional
solutions
Customer
Unknown Known
Form fill /
Hand-raise /
Demo request
Not here
The B2B buyer’s journey is
complex and anonymous

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The Challenges Of Digital B2B Buying
Missed
opportunities
The costs:
Clunky, frustrating
buyer journeys
Cranky
CFOs
Hunch-based
decisions
Omni-spamming
Account blindness

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Building Your Account
Intelligence

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Build and maintain
your data

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Connect
Your First-Party Data
● CRM
● Marketing automation
● Emails and meetings
● Web visits
● Advertising impressions
● Product usage
● Custom

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Maintain Your Data
The average B2B database is 25% inaccurate at any given time (Forrester)
Fix duplicate and
out-of-date data
Validate
emails
Clean and enrich
your CRM

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Company Info
● What Size, industry, address,
parent/child…you get the idea
● Why Find and score accounts,
build territories, etc.
● How Triangulated & validated
from multiple public sources
● Consider Match and fill rates

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Supplement with
Third-Party data

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Contact Data
● What Name, title, role, contact
info, connections…
● Why Identify and contact
decision makers across the entire
buying team
● How Triangulated & validated
from multiple public sources
● Consider Accuracy > volume

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Account Identiﬁcation / Deanonymization
● What De-anonymize web
traffic on 1st and 3rd party sites
● Why Identify otherwise
anonymous digital signals
● How IP + Cookie
● Consider Match vs accuracy

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Technographics
● What Installed technologies
and predicted patterns
● Why Often #1 attribute for ICP
fit; find customers of
competitors and partners
● How Website tags + job boards,
resume databases, etc.
● Consider Behind the firewall

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Put it all together

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Intent
● What Track content companies
consume outside your website
● Why Find companies showing
interest in your company, your
category, or your competitors
Spot those magic moments

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Account Intelligence: The Roadmap
1st
Party
3rd
Party
Match
Maintain

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Account-Based
Experience (ABX)
The Right Experience for
Each Account at Each
Stage of the Journey

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“Handful” – median 14, mean 39
$2M-$100M++
“Dozens” – median 50, mean 177
$250K – $2M
“Hundreds” – median 500, mean 6.2K
$50K – $250K
“Thousands”
<$50K
Source: ITSMA and ABM Leadership Alliance, 2020 ABM Benchmark Study
1 : 1
1 : FEW
1 : MANY
Targeted Demand Gen (ICP)
Smarter GTM Is a Spectrum of Styles

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Think Big, Start
Small, Move Quickly

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ABX Maturity: Think Big, Start Small, Move Quickly
1. Pick your accounts: Identify accounts in your ICP, prioritized
by intent.
2. Pilot account-based advertising: An easy on-ramp since
most companies already make brand investments.
3. Map leads to accounts: Lead-to-account matching is the
foundation of any ABX initiative.

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Understand the
Account Journey

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Awareness
Engaged
MQA
Opportunity
Customer
Post-Sale
Qualified
Customizable
Stages
Understand The Account Journey
Matches our ideal customer profile (ICP) – FIT
Showing awareness for our category – INTENT
Engaging with us – ENGAGEMENT
Marketing Qualified Account – PIPELINE PREDICT
Open opportunity
Closed won opportunity
Adoption and expansion

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Move from emotion to
logic with thought
leadership and
education. Focus on validation
and consensus
across the entire
buying committee.
Align Your GTM to the Account Journey
Early in the journey, focus on building
your brand on a foundation of trust.
Drive adoption and
retention with best
practices.
Engage
when
accounts are
in-market
and actually
interested in
hearing from
you.
Aware
Engaged
MQA
Opportunity
Customer
MQA (Cust)
Qualified
Opp (Cust)
Win (Cust)

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Deﬁne The Right Experience for Each Account
at Each Stage of the Journey
Tier 3
Awareness
Engaged
MQA
Opportunity
Customer
Post-Sale
Qualified
Tier 4
Tier 2
Tier 1
Data Advertising
Direct Mail
High Value
Offers

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Orchestrate actions
with the GTM teams

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When Sales and Marketing Play Nice
Old: The Hand-Off New: Exquisite Orchestration
TOPO: #1 indicator of account-based success is the
coordination between marketing and sales
Source: TOPOʼs 2019 Benchmark survey

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74%
Say sales’ awareness of
marketing campaigns is important
to win their business1
Of B2B sales reps who receive alerts
to key actions required on
opportunities say these alerts help
them do their job better1
When sales and marketing teams are
aligned, companies see an average
of 19% faster revenue growth and
15% higher profitability2
SOURCE:
1. SALESFORCE, STATE OF THE CONNECTED CUSTOMER
2. SIRIUSDECISIONS, KEYNOTE AT SIRIUSDECISIONS SUMMIT 2019
85%
Share insights
Align data Coordinate interactions
2
19%
Degrees of Alignment
1 3

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2022 Demandbase Entitlements
Advertising/Digital Direct Mail 1:1 Marketing Additional Programs
Top 5
● $$$$ Investment
● Dynamic, journey-stage
personalized
● Cloud-based
● Segment-based
● $300/executive contacts
● $100+/contact for multiple
contacts
● DM to engaged contacts
when account MQAs
● DM package for big events
● By Request: Personalized DM
● ABX Stand Up Office Hours
● Marketer-to-Marketer calls
● By Request
○ 1:1 Marketing Plans
○ 1:1 Account Events
○ Personalized Cameo
Sends
● 1:1 Exec Outreach
● Disco+ Free Certification
● Pipeline Acceleration Report
● Alert on inactivity
○ Outbound SDR
○ Marketing Engagement
Top 30
● $$$ Investment
personalized
● Cloud-based
● Segment-based
● $100/contact for multiple
contacts
● DM to engaged contacts
when account MQAs
● DM package for big events
● ABX Stand Up Office Hours
● Marketer-to-Marketer calls
● By Request
○ Custom content
● Disco+ Free Certification
● Alert on inactivity
○ Outbound SDR
○ Marketing Engagement
● By Request
○ 1:1 Exec Outreach
DBTAL
● $$ Investment
personalized
● Cloud-based
● Segment-based
● $100/contact for XYZ
contacts
● By Request
○ Marketer-to-Marketer
calls
● Invites to events
● Program-based content
offers
DB ICP
● $ Investment
personalize
● Cloud-based
● Segment-based
● Invites to events
● Program-based content
offers

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ABX Stand Ups
The Secret Weapon for GTM Alignment
3

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Get Your Copy!
250+ pages of
practical advice &
best practices
demandbase.com/guide

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Thank you!
YOU’RE
DEE
BEST!

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B2BMX Best of ABM - Roundtable.pdf