Campaign disconnect, multiple product lines, siloed teams, and complex governance are a special breed of challenges that Enterprise marketing functions know too well. Vanquishing these beastly challenges is critical to achieving Enterprise holy-grail –- ABM marketing at scale and pipeline predictability. Where to begin your quest? Join Inverta’s Kathy Macchi, EVP Consulting Services, and Jessica Fewless, Client Partner, as they share the winning strategies that successful B2B Enterprise teams are using. Inverta has helped scores of Enterprises like WestRock and Procore. They’ll teach you how the best orgs drive team alignment and deliver customer-centric buying experiences that win deals. In this webinar you'll learn: Best practices to drive alignment across go-to-market teams Strategies for building customer-centric, pipeline producing campaigns Approaches and results from successful Enterprise Marketing teams

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Copyright © 2022
Demandbase

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Copyright © 2022 Demandbase
Welcome
Inverta!

3. © Inverta 2022 | Confidential | All Rights Reserved.
Why Best-in-Class
Enterprise Campaign
Organizations
Changed?

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The Challenges
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Product Focused Campaigns
Campaigns are centered around what you
sell, not the problem you solve for a
customer.
Customer Focus
Integrated
Campaigns
Organizational Hurdles
Siloed planning, limited collaboration,
resource competition, conflicting
priorities.
Emphasis on Activity
Channel, not campaign or segment
focused, random acts of marketing occur.
Revenue Not Business Goals
Management has not outlined WHERE
they expect to get their revenue.
Business Unit Focus
Business units or product lines each
have revenue goals all competing for
limited mindshare, budget and
resources.
Priorities Not Outlined
All products are treated equally. No
priorities are set for how to align
resources and budget to revenue goals.

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So How Do You Get Past This?
Establish
communications
channels (Sales
and Marketing) to
review progress
against goals
Agree upon how
much will be
Marketing driven
Create metrics that
cascade from the
CMO→Campaign/
Channel Owners
Align (Sales and
Marketing) around
revenue goals by
segment:
- Industry, Geo
- Products,
services
Establish how
these goals
translate through
the funnel
Align around business goals!

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Stage Stage Description Entry Exit CTA Message theme Content types
ICP only Account meets ideal profile,
but no intent
No problem
recognition
Problem
Recognition
Download
Asset
You have a prob/ are
missing an opportunity
Thought Leadership, Industry
studies
ICP w/
Intent
Account is searching for
relevant keywords
Identified a
problem
Identified
solutions
Visit
Website
There are solutions
out there to help
Thought Leadership,
Gartner/Forrester reports
ICP w/
Engmnt
Account has begun
engaging with your mktg
Looking at
solutions
There is
awareness of
your company
See a
Demo
Our company has the
right solution for you
Product details, demo sign ups
MQA Account has enough engmnt
to trigger sales outbound
Your company
is in
consideration
Your co is
short-listed
Take a
Sales Call
We know how to solve
your challenges
Social Proof points, product
videos/webinars
SQA Account has been qualified
by Sales
You’re in the
game
You’re in a
sales cycle
Commit to
Sales
Cycle
We are the best
solution for you
Case Studies, pricing pages,
ROI stats
Pipeline Account is in a committed
Sales cycle
Account sees
your value
Becomes a
customer
Make a
purchase
Feel confident in your
decision to partner
with us
Case Studies, G2 review, Post
Sale expectations
Closed Account is now a customer New
Customer
The next Sale Upsell/
Renew
Get even better results
with more of our
Onboarding/Support docs,
next product/solution info
Customer-Centric Account Journey

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Marketing Contribution to Business Goals
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Link to worksheet: https://docs.google.com/spreadsheets/d/1SnEw8aOfdVLAmaBDDSnMyKZktQAnmiZyQLBWzk1BwMw/edit?usp=sharing

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Pre-Campaign
Planning
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Campaign Strategy &
Planning
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Messaging and
Content
4
Program Strategy &
Design
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Pre-Launch
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Launch
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Measure & Optimize
Campaign Planning 7-Step Process
- Annual Marketing Plan
- Product Marketing Doc
- Annual Sales Plan
- Campaign Plan with themes,
objectives, metrics, personas
- Campaign Theme & Messaging
- Program Messaging briefs
- Hero and derivative assets
- Program strategy to meet campaign
objectives
- Program design
- Campaign reporting & dashboards
- Insight for adjustments
- Campaign / programs go live
- Executable program tactics & content
- Campaign launch calendar

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• Marketing ROI
• Pipeline Contribution
• Account Engagement
• Leading Indicators
• Non-pipeline KPIs
• Channel Performance
• Campaign Performance
Metrics that make sense and demonstrate impact!
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CMO/EXEC
DEPARTMENT A DEPARTMENT B
CHANNEL B
CHANNEL A
CAMPAIGN B
CAMPAIGN A
PROGRAM B
PROGRAM A
TACTIC B
TACTIC A
Clearly define KPIs/Metrics for each level of the org that are reportable and can be analyzed
for meaningful insights for optimization.
Ladder up and down reporting
models (Marketing Performance
System of Record)

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This doesn’t
happen
overnight
How 7 Business Units came
together to change how they
communicated with their
prospects and customers.
Background: Large enterprise, growth by acquisition, 7 business units
each with their own goals, sales and marketing teams.
Trigger for Change: Customer frustration: Major customers buying
multiple products did not want to work with multiple teams and
receiving too many communications. Company couldn’t scale in current
form.
Problem Defined: COO took ownership and worked with the BU
leaders to understand that they had to move a more coordinated effort.
Process, teams and communications were audited. Findings were
presented so everyone understood the issues. 3-month timeframe.
Approach: Consolidated all marketing activity into a campaign
approach by business unit (to start) based on customer needs, not
product. Marketing Council established. Shark tank pitches decided
what campaigns/themes would be implemented.
Not Easy: Process, coordination across teams, funding, governance.
Business units still had numbers to hit. It took 9 months for the first
campaign. Overall 2+ year process to implement the new approach.

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1. Campaign Process 2. Campaign RACI
3. Campaign Workflow 4. Service Level Agreements 5. Planning / Meeting Cadence
The Hard Work: All the Pieces to Put in Place

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Q&A Portion

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Thank you!