As B2B marketers, it's easy to get excited about the latest trends in our space. But when it comes to making strategic changes or big technology purchases, you need some cold, hard facts to inform your decisions. That’s why the ABM Leadership Alliance is excited to release its latest industry research. It captures insights and critical data points from real marketers who are using Account-Based Marketing (ABM). This research proves that ABM is not just a trend but rather a key strategy for B2B marketers to succeed in 2017. Join Craig Rosenberg, Chief Analyst, TOPO and Jessica Fewless, Sr. Director Partner and Field Marketing, Demandbase to learn first-hand how ABM is: - Outperforming traditional marketing - Growing lifetime value of customers - Driving positive organizational change - Increasing value and results over time

1. ACCOUNT BASED MARKETING
METRICS AND INSIGHTS BEHIND
THE ABM REVOLUTION
These materials have been prepared by TOPO for the exclusive and individual use of our clients. Unauthorized reproduction is strictly
prohibited. These materials contain valuable confidential and proprietary information belonging to TOPO and they may not be shared
with any third party without the prior approval of TOPO. To learn how you can become a TOPO client, visit www.topohq.com.
JESSICA FEWLESS
DEMANDBASE
CRAIG ROSENBERG
TOPO

2. © 2016 TOPO. All rights reserved.
THE SPEAKERS
Craig Rosenberg
Chief Analyst and Co-Founder | TOPO
@funnelholic
Jessica Fewless
Senior Director of Field & Partner Marketing | Demandbase
@JFewlessB2B

3. © 2016 TOPO. All rights reserved.
THE EVOLUTION OF ABM
…INTERESTING, MAYBE NEXT YEAR.2015
…TELL ME HOW!2016
…WHAT IS THAT EXACTLY?2014
2017 …TELL ME HOW TO DO IT BETTER!

4. We’re an Analyst Firm that Helps 100s of
Demand Generation, Sales Development, and Sales
Organizations Grow Revenues in a Scalable Manner.

5. © 2016 TOPO. All rights reserved.
3 WAYS OF DELIVERING SCALABLE REVENUE GROWTH
A customized “owner’s
manual” for various sales
or marketing functions
Analyst support for big issues
like process, organization
and technology
Detailed, engaging training on
playbooks and best practices
PLAYBOOKS1 ADVISORY2 TRAINING3

6. © 2016 TOPO. All rights reserved.
AGENDA
1. INTRO
2. RESEARCH METHODOLOGY
3. THE STATE OF ABM
4. THE FINDINGS
5. FINAL TAKEAWAYS

7. © 2016 TOPO. All rights reserved.
WE TALKED TO 50 MARKETERS ABOUT THEIR ABM PROGRAMS
3Q16: Data collection of current
ABM programs
HIGHLIGHTS
§ 60 minute, in-depth interviews
§ 50 CMOs, VPs and Directors of
Marketing and Demand Gen
§ All stages of maturity
§ Primarily high tech but with mix
of fin-service, healthcare,
manufacturing, telecom, energy,
and publishing
REVENUE CLASSIFICATION:
SIZE REVENUE
RANGE
AVERAGE
($M)
REPONSES
(%)
Large > $501M $11.4B 20%
Growth $51M - $500M $171M 42%
Early $0 - $50M $22M 38%
TIME IN ABM % RESPONSES
>2yr 22%
1yr-2yr 24%
<1 year 40%
Inception 14%
MATURITY:

8. © 2016 TOPO. All rights reserved.
THE STATE OF ABM:
ABM OUTPERFORMS TRADITIONAL
MARKETING METHODS

9. © 2016 TOPO. All rights reserved.
ABM OUTPERFORMS TRADITIONAL METHODS
3.98
4
4.02
4.14
4.2
4.31
4.64
1 2 3 4 5
Customer Retention Rate
Initial Contract Value
Close Rate
Return on Sales & Mktg. Investment
Upsell/Cross-sell
Overall LTV
Alignment Between Sales & Marketing
ABM provides much
greater benefit than
traditional approach
ABM and
traditional
are same
Traditional
approach benefit
is much greater
Benefits of ABM vs. Traditional Marketing Approach

10. © 2016 TOPO. All rights reserved.
ABM INCREASES ACV BY 171%
$71,941
$195,294
$0
$40,000
$80,000
$120,000
$160,000
$200,000
Pre-ABM ACV Post ABM ACV
Average Annual Contract Value (ACV)
171% lift

11. © 2016 TOPO. All rights reserved.
ABM DELIVERS DEAL VELOCITY AND EFFICIENCY
5%
5%
6%
11%
17%
27%
30%
0% 5% 10% 15% 20% 25% 30% 35%
Brand Preference
Improved Perception of Marketing
Target Account Engagement
Higher ACV / Mktg. ROI
Sales / Marketing Efficiency
Accelerate Pipeline / Deal Velocity
Organizational Focus
% of Mentions
Benefits of ABM

12. © 2016 TOPO. All rights reserved.
THERE ARE CHALLENGES – BUT ALL ARE SOLVABLE
7%
11%
11%
12%
14%
21%
25%
0% 5% 10% 15% 20% 25% 30%
Developing Content
Technology
Lack of ABM Metrics / Results
Executive and Organizational Buy-in
Target List/Account Selection
Execution: Process, Data, Orchestration
Sales & Marketing Alignment
Key ABM Challenges

13. © 2016 TOPO. All rights reserved.
LEARNING #1:
THE IDEAL CUSTOMER PROFILE (ICP) IS THE
FOUNDATION OF ABM

14. © 2016 TOPO. All rights reserved.
DEFINING THE ICP IS CORE TO ABM STRATEGY
4.1
4.2
4.2
4.3
4.3
4.4
4.6
3.8 3.9 4 4.1 4.2 4.3 4.4 4.5 4.6 4.7
Aligning Account Teams
Using Account-centric Metrics
Personalizing Offers and Content
Developing Alignment Strategy
Orchestrating Campaigns
Maintaining Account Data
Targeting the Right Accounts
Observed / Expected Value of ABM Strategies

15. © 2016 TOPO. All rights reserved.
DEFINE THE ICP AND CREATE A TARGET ACCOUNT LIST
The Ideal Customer Profile defines the accounts that are most likely
to buy from you at a viable economic threshold (e.g., CAC and LTV)
DATA ICP TARGET LIST
ATTRIBUTE DEFINITION
Ad Spend >$50M/year ad spend
Geos North America, EMEA,
APAC
Industries • Financial Services
• Automotive
• Travel
• Retail
Behaviors • $15M/year tech
spend
• In-house
programmatic
function
• 25+ campaigns
Complete CRM data
(target accounts and key
personas) and regular
data cleanse and update
3. QUALITATIVE
(e.g. sales rep feedback)
2. INTERNAL
(e.g. closed-won by segment)
1. EXTERNAL
(e.g. predictive analytics)

16. © 2016 TOPO. All rights reserved.
LEARNING #2:
ORCHESTRATION IS NOT
AS SCARY AS YOU THINK

17. © 2016 TOPO. All rights reserved.
ORCHESTRATION IS A CHALLENGE BUT IS SOLVABLE
7%
11%
11%
12%
14%
21%
25%
0% 5% 10% 15% 20% 25% 30%
Developing Content
Technology
Lack of ABM Metrics/Results
Executive and Organizational Buy-in
Target List/Account Selection
Execution: Process, Data, Orchestration
Sales & Marketing Alignment
Key ABM Challenges

18. © 2016 TOPO. All rights reserved.
AB
ADVERTISING
DIGITAL
MARKETING
PERSONALIZATION
DIRECT
MAIL
MARKETING “AIR-
COVER” LEADS
EXEC
OUTREACH
SDR
OUTREACH
OUTREACH
ACCOUNTS
IDENTIFIED
ACCOUNT
RESEARCH
CAMPAIGN
CREATED
CAMPAIGN
CREATED
HIGH-VALUE
CALL TO ACTION
MEETING SET
START WITH MARKETING - SDR COLLABORATION

19. © 2016 TOPO. All rights reserved.
LEARNING #3:
ABM IS ABOUT CUSTOMERS
AS WELL AS PROSPECTS

20. © 2016 TOPO. All rights reserved.
ABM IS ABOUT CUSTOMERS AS WELL AS PROSPECTS
73%
63%
35%
24%
33%
58%
3% 4%
7%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Early (< $50M) Growth ( $50-$500M) Large ( > $500M)
Prospects Customers Partners
Relationship Focus by Respondent Company Size

21. © 2016 TOPO. All rights reserved.
EVEN NEW ABM PROGRAMS FOCUS ON CURRENT CUSTOMERS
32%
71%
63%
60%
26%
32%
8%
3%
6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Inception <1yr. 1yr - 2yr.
Prospects Customers Partners
Relationship Focus by Respondent Company Size

22. © 2016 TOPO. All rights reserved.
IDENTIFY KEY ACCOUNT STAKEHOLDERS
USE CASE STORY DEVELOPED
EXEC MAILER: HIGHLIGHT USE CASE
ADVERTISING: USE CASE OFFER
ACCOUNT-ONLY WEBINAR: USE CASE
WEBSITE OFFER: USE CASE
REFERRALS, OFFER TO DISCUSS USE CASE
ON-SITE EXECUTIVE WORKSHOP ON USE CASE
LUNCHES, OFF-SITE ACCOUNT-ONLY EVENTS
USE CASE DISCUSSION (VS DEMO)
ABM UPSELL/CROSS-SELL CAMPAIGNS CONVERT
CALL TO ACTION
ACCOUNT RESEARCH
CAMPAIGN CREATED
DIRECT MAIL
AB ADVERTISING
DIGITAL MARKETING
PERSONALIZATION
SDR OUTREACH
WORKSHOP
LIVE EVENTS

23. © 2016 TOPO. All rights reserved.
LEARNING #4:
THE MQL IS NOT MARKETING’S
ULTIMATE MILESTONE

24. © 2016 TOPO. All rights reserved.
MATURE ABM ORGANIZATIONS FOCUS ON DOWNSTREAM
METRICS LIKE PIPELINE
3%
5%
5%
7%
8%
8%
8%
12%
16%
28%
0% 5% 10% 15% 20% 25% 30%
LTV
Deal Velocity
Revenue (Growth, Spend, Return)
MQL, MQA
SAL, SQL
Close/Win Rate
ACV / Deal Size
Account Coverage
Engagement
Pipeline
% of Mentions
ABM Metrics Focus

25. © 2016 TOPO. All rights reserved.
CONTACT MQL SDR MEETING OPPORTUNITY WON
KEY ABM METRICS
§ Target Account Pipeline
§ Deal Velocity
§ Win Rates
MQA
SHIFT IN FOCUS
ABM MARKETERS SHOULD BE MEASURED ON THE
METRICS THAT MATTER
§ Average Contract Value (ACV)
§ Lifetime Value (LTV)

26. © 2016 TOPO. All rights reserved.
LEARNING #5:
BUILD THE TECH STACK
FROM THE GROUND UP

27. © 2016 TOPO. All rights reserved.
THE TECH STACK IS BUILT FROM THE GROUND UP
4.5
4.3
4.2
4.2
3.9
3.8
3.7
3.7
3.6
3.6
0 1 1 2 2 3 3 4 4 5 5
CRM
Marketing Automation
Target List Data Automation
ABM Analytics and Attribution
ABM Management
Website Personalization
Account-based Advertising
Content Personalization
Predictive Analytics
Sales Communication Apps
Value to ABM
Start with the
foundation
and build-up

28. © 2016 TOPO. All rights reserved.
LEARNING #6:
ABM SUCCESS TAKES TIME
(BUT NOT THAT MUCH)

29. © 2016 TOPO. All rights reserved.
ABM PROFICIENCY GROWS OVER TIME
1.6
2.6
3.3
3.7
0
0.5
1
1.5
2
2.5
3
3.5
4
Inception < 1yr. 1yr. - 2yr. > 2yr.
1 = Needs Improvement 3 = Meeting Objectives 5 = Excelling
Average Performance by ABM Maturity

30. © 2016 TOPO. All rights reserved.
82PERCENT
BUT IT DOESN’T TAKE THAT LONG
23PERCENT
of organizations executing ABM for 1 year +
are meeting or exceeding their objectives
of organizations are meeting their
objectives in less than a year

31. © 2016 TOPO. All rights reserved.
THE STATE OF ABM: IT WORKS
1. Starts with the ICP
2. Orchestration isn’t as Hard as you Think
3. Customer Expansion is a Successful Use Case
4. Measure ABM Programs by Revenue Metrics not Marketing Metrics
5. ABM Takes Time But not as Much as you Think

32. © 2016 TOPO. All rights reserved.
KEY TAKEAWAYS FOR 2017
ABM§ is outperforming traditional marketing
§ is for targeting prospects and customers
§ is driving positive organizational change
§ results improve with time

33. © 2016 TOPO. All rights reserved.
Q&A

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THANK YOU