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Get out of the Tactical Reporting Trenches into ABM Analytics Bliss

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Want to be a revenue-driven Marketing team? ABM analytics are your key to building and maintaining well-deserved respect from the rest of the company, but why the heck are they so dang tricky to figure out? In this webinar, we’ll provide a roadmap to get you from tactical reporting to ABM Analytics nirvana by diving into real-world reports and metrics, and show you how to operationalize KPIs in an ABM world.

In this webinar, we’ll show you:

- A roadmap to get you from tactical reporting to practical analytics
- How to measure what matters in this age of attribution
- Real-world reports to help operationalize your KPIs in an ABM world

Veröffentlicht in: Marketing
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Get out of the Tactical Reporting Trenches into ABM Analytics Bliss

  1. 1. GET OUT OF THE TACTICAL REPORTING TRENCHES & INTO ABM ANALYTICS BLISS NANI SHAFFER | SR. DIRECTOR, DEMAND GENERATION & OPERATIONS TENESSA LOCHNER | SR. MANAGER, ABM EDUCATION & CONTENT
  2. 2. © 2019 DEMANDBASE|SLIDE 2 TODAY’S SPEAKERS Tenessa Lochner Senior Manager, ABM Education & Content Nani Shaffer Senior Director, Demand Gen & Marketing Operations
  3. 3. AGENDA § MEASUREMENT & ATTRIBUTION GOALS § STRUCTURE OF ATTRIBUTION § CHALLENGES § TELLING A STORY OF MARKETING PERFORMANCE
  4. 4. © 2019 DEMANDBASE|SLIDE 4 • Understand which channels and sources are contributing to revenue • Forecast pipeline based on current volume of accounts engaging with particular channels and sources • Figure out how to optimize spend MEASUREMENT & ATTRIBUTION GOALS
  5. 5. © 2019 DEMANDBASE|SLIDE 5 CONTENT Whatofferconverted theprospect? SOURCECHANNEL Howdidtheprospect receivetheoffer? Offsite Email Advertising Paid Social Paid SearchOrganic Search Direct Social Web Referral ConversionNothing Event Content Syndication Demo Request Field MarketingWebinar Direct Mail Content Download Chat Opportunity OpportunityNothing X X
  6. 6. © 2019 DEMANDBASE|SLIDE 6 Event Offsite Email Advertising Paid Social Paid SearchOrganic Search Direct Social Web Referral Opportunities
  7. 7. © 2019 DEMANDBASE|SLIDE 7 Advertising Event Content Syndication Demo Request Field MarketingWebinar Direct Mail Content Download Chat Opportunities OpportunitiesOpportunities Opportunities Opportunities
  8. 8. © 2019 DEMANDBASE|SLIDE 8 MARKETING SKEPTICISM SALES SKEPTICISM CHANNEL RIVALRIES ABM CONFLICTS Model decisions impact channel performance metrics Finite number of dollars to share leads to data manipulation Contentious conclusion that marketing source matters Temptation to game the model by blanketing all accounts
  9. 9. © 2019 DEMANDBASE|SLIDE 9 SO NOW WHAT?
  10. 10. © 2019 DEMANDBASE|SLIDE 10 Surface insights to help practitioners and decision- makers support their strategies. Understand current performance Compare to control or another audience Examine trends and velocity Take actions based on recommendations
  11. 11. © 2019 DEMANDBASE|SLIDE 11 • Combine data from the entire sales and marketing funnel. • Compare any audience to an automatically-generated lookalike audience, or create a control list of your own. • Generate new actionable audiences to optimize performance. A COMPLETE PICTURE OF MARKETING PERFORMANCE. Win Opportunity Converted on Website Engaged On Website Visited Website All Accounts
  12. 12. © 2019 DEMANDBASE|SLIDE 12 INTEGRATED CAMPAIGN EXAMPLE: AE TOP 30
  13. 13. © 2019 DEMANDBASE|SLIDE 13 ACCOUNT-BASED ADVERTISING FUNNEL FEELING A LITTLE EMPTY? READY TO BOOST REVENUE? WE’LL HELP YOU IDENTIFY, TARGET, ENGAGE, AND SELL. DEMAND MORE WITH ACCOUNT-BASED MARKETING. REQUEST DEMO
  14. 14. © 2019 DEMANDBASE|SLIDE 14 EMAIL & WEBSITE PERSONALIZATION
  15. 15. © 2019 DEMANDBASE|SLIDE 15 RESULTS 07/01/2018 12/31/2018 Account Stages (Jul 2018 – Dec 2018)
  16. 16. © 2019 DEMANDBASE|SLIDE 16 Understand the impact of Account- Based Marketing - Monitor the health of your ABM strategy by examining the progress of your most valued accounts through the buying cycle. Compare audiences - Create a side-by- side comparison of audiences with different revenue ranges, employee sizes or verticals to understand how your segments perform at any stage of the funnel. Compare vendors - Test the effectiveness of your marketing spend by exposing different audiences to different vendors’ solutions, and see which of them drive better progression through the funnel. USE CASES Understand the incremental impact of ABM programs - Compare audiences that have been exposed to your ABM activities to those that haven’t. Take action - Diagnose problems and opportunities in your customer journey. Create new audiences from the accounts that are not progressing, and activate them to drive awareness, engagement or conversion. Build credibility - Share intuitive and transparent reports showing progress through the buying cycle and impact on revenue.
  17. 17. © 2019 DEMANDBASE|SLIDE 17 QUESTIONS?
  18. 18. THANK YOU

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