Cinderella and Prince Charming. Beauty and the Beast. Aladdin and Jasmine. Sales and Marketing. That last one doesn’t always have the fairytale ending we want them to, but this Valentine’s day we’re going to solve that. In this webinar, we’ll share why Account-Based Marketing is key to bringing these two teams together. Not only will we walk you through the steps that go into building the strategy, but we’ll also share best practices and case studies from our own alignment story. Join us on Valentine’s Day, February 14, to learn how to: - Align Sales and Marketing on a list of accounts - Connect marketing and sales metrics - Build marketing campaigns with sales involvement - Invest in sales and marketing technology

1. EXPERT ABM
#ExpertABM
Jay Tuel, Sr. Dr. of Sales Development, Demandbase
Jessica Fewless, Sr. Dr. of Field & Partner Marketing, Demandbase
BRINGING SALES & MARKETING TOGETHER

2. TODAY’S PRESENTERS
JAY TUEL
Sr. Dr. of Sales Development
Demandbase
@JayTuel
JESSICA FEWLESS
Sr. Dr. of Field and Partner Marketing
Demandbase
@JFewlessB2B

3. AGENDA
#ExpertABM
§ Before Jay
§ Jessica and Jay meet
§ Jay gets to work
§ Jay and Jessica Create the Plan
§ Time to Celebrate!
§ Q&A

4. #ExpertABM
BEFORE JAY
AKA BEFORE ABM

5. © 2017 DEMANDBASE｜SLIDE 5
UNFOCUSED
STRATEGY
§ We had FOMO
§ The SDR team focused on Inbound
§ Sales felt Marketing wasn’t invested
in their success (and they weren’t wrong)

6. #ExpertABM
JESSICA AND JAY MEET…

7. © 2017 DEMANDBASE｜SLIDE 7
THE INTERVIEW

8. #ExpertABM
JAY GETS TO WORK
IMPLEMENTING ACCOUNT-BASED
SALES DEVELOPMENT

9. © 2017 DEMANDBASE｜SLIDE 9
SPECIALIZE SDR TEAM
§ Separate Inbound & Outbound Function
§ Split SDRs up into focus areas and
compensate accordingly
§ Align AE:SDR ratio to be 2:1
§ Assign Key Field Marketing Territories evenly

10. © 2017 DEMANDBASE｜SLIDE 10
PROCESS OVERVIEW
It’s always collaborative!
Secure
Agreement
from leadership
Verify & Iterate
with sales
Update
at regular
intervals
Build
an initial list
4321 5
Reps
select their top
accounts

11. © 2017 DEMANDBASE｜SLIDE 11
DAILY ACTIVITIES
Social Selling
Personalized
Emails
Calls/Connects Voicemails
60
Activities
1. Website Activity Report
2. Personalized prospect or company
news
3. Rank Marketing Campaigns and
Review Inquiries
4. Check email tracking reports
5. Check Spiderbook
6. Reach out to AE Top 20
7. Closed/Lost Deals
8. Former Customers at New Companies
9. Competitors of Customers

12. © 2017 DEMANDBASE｜SLIDE 12
ACCOUNT
SELECTION
RESEARCH
FIND BUYING
COMMITTEE / ORG CHARTS
GET CONTACT
INFO
CREATE
MESSAGING
FREE TOOLS – FINDING EMAILS
ACCOUNT INFO, TECH STACK,
WEB TRAFFIC
DEVELOP A SALES TECH STACK
EMAIL LIBRARY &
TRACKING
ENGAGEMENT TRACKING

13. © 2017 DEMANDBASE｜SLIDE 13
AND NOW IT WAS TIME TO GET TO WORK…

14. #ExpertABM
JAY AND JESSICA CREATE THE
SALES AND MARKETING PLAN

15. © 2017 DEMANDBASE｜SLIDE 15
CAMPAIGN STRATEGY
1. Ideation
2. Prioritization and Selection
3. Messaging
4. Execution
5. Sales Enablement
6. Goals & Reporting

16. © 2017 DEMANDBASE｜SLIDE 16
SALES ENABLEMENT

17. © 2017 DEMANDBASE｜SLIDE 17
ACCOUNT-BASED REPORTING
Mary
Bob
Sue
Don
Paul
Anne
John
Nathan
Kim
Marie
Mike
Ryan
Emily
Kate
Laura
Kristen
Caitlin
Anthony
Tristan
Mia
Jane
Kevin
Peter
Kyle
1,250,000
180,000

18. © 2017 DEMANDBASE｜SLIDE 18
MEET REGULARLY
MON TUE WED THU FRI
30 31 1 2 3
6 7 8 9 10
SDR Team
Meeting - Q1
DM Campaign -
Rory
SDR &
Marketing
Leadership
Meeting
Funnel Working
Group
13 14 15 16 17
SDR &
Marketing
Leadership
Meeting
Monthly
SDR/Marketing
Meeting
Funnel Working
Group
20 21 22 23 24
SDR Team
Meeting - Field
Events -
Jessica
SDR &
Marketing
Leadership
Meeting
Funnel Working
Group
SDR &
Marketing
Leadership
Meeting
Funnel Working
Group

19. #ExpertABM
NOW IT’S TIME TO CELEBRATE!
ABM + ACCOUNT-BASED SALES DEVELOPMENT WORKS!

20. © 2017 DEMANDBASE｜SLIDE 20
ABM WORKS
Metrics 2014 2015 2016
SAL Count 1,268 1,671 3,061
Pipeline Count 677 927 1,816
SAL-Pipe Conversion 53% 55% 59%
Closed/Won 176 202 485
Close Rate 26% 22% 27%
ACV $52,140 $63,056 $70,881
Funnel Velocity
(days MQL-Close) 78 85 79

21. © 2017 DEMANDBASE｜SLIDE 21
SDR TEAM PERFORMANCE
The quarterly pipe output of each SDR
has tripled since the beginning of 2015
8.9 9.4
7.9
17.3
19.7
28.0
26.2
27.2
0.0
5.0
10.0
15.0
20.0
25.0
30.0
Q115 Q215 Q315 Q415 Q116 Q216 Q316 Q416*
AveragePipeCountperSDR
BY THE NUMBERS
Inbound Reps: 2
Outbound Reps: 11
Pipe/Quarter/Rep: 24
Inbound: handle all inbound
from non-DB3k accounts
Outbound: handle inbound
& outbound efforts for DB3k

22. © 2016 DEMANDBASE / SLIDE 22
MARKETING EFFICIENCY
2013 2014 2015 2016*
0%
20%
40%
60%
80%
100%
PIPELINE GENERATED COST PER OPP
* CALCULATED FOR FIRST HALF OF YEAR
Baseline
+50%
+150%
+250%

23. © 2017 DEMANDBASE｜SLIDE 23
DEMANDBASE FUNNEL METRICS- DB3K vs NON DB3K
57%
19%
97%
61%
37%
ñ7%
ñ99%
MQL SAL PIPELINE CLOSE

24. © 2017 DEMANDBASE｜SLIDE 24
DEMANDBASE BUSINESS METRICS- DB3K vs NON DB3K
Sales Team Close Rate ACV Funnel Velocity
Enterprise +174% +45% +10%
Mid Market +110% +35% +48%
Advertising +131% +1% +8%

25. © 2017 DEMANDBASE｜SLIDE 25
Q&A

26. © 2017 DEMANDBASE｜SLIDE 26
THE ABM EVENT
OF THE YEAR!
April 5-6, 2017
Pier 27, San Francisco
JOIN US FOR
MarketingInnovationSummit.com

27. THANK YOU
#ExpertABM