The document discusses next level account-based marketing strategies for generating qualified leads. It begins with an introduction and overview of account-based marketing challenges. Common challenges include sales and marketing collaboration, identifying target accounts and decision-makers, and measuring business impact. The document then discusses operationalizing account-based marketing through building an accurate target account list, automating the buyer's journey, generating new account-based leads, ensuring accurate lead data, and closing the loop to measure ROI. A case study demonstrates these strategies through a company that shifted to ABM tactics like account-based advertising, lead generation, and collaborative reporting with vendors. Key takeaways emphasize that ABM is effective for high-value opportunities and is maturing through improved

1. Next Level Account-Based Marketing:
Generating the RIGHT Leads
March 30, 2016 | 11am PT / 2pm ET
Scott Vaughan
CMO
Integrate
Peter Isaacson
CMO
Demandbase

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Welcome
Peter Isaacson
CMO, Demandbase
@peisaacson
Scott Vaughan
CMO, Integrate
@ScottAVaughan

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Today’s Discussion
ABM Reality:
We Can Do Better
Operationalizing
Account-Based Marketing
Next Level ABM
in Practice

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B2B Account-Based Marketing
Focus on the Goal (not the definition).
Identify the companies most likely to buy, market to
decision makers & develop new customers w/ sales.

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Where Are You on the ABM Journey?
Thinking about deploying/doing
research
We are piloting ABM
We are in full deployment
ABM is so yesterday, I’m on to the
next thing

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Everybody Thinks ABM is A Good Idea…

7. Account-Based Marketing:
We Can Do Better

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ABM: Today’s Biggest Challenges
1. Sales & Marketing Collaboration
2. Identifying Accounts & Decision-
Makers
3. Measuring Business Impact

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#1 Sales & Marketing Collaboration
MARKETING SALES
Leads
Personas
Quantity
Individuals
Opportunities
Buyers/Influencers
Quality
Accounts

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Now you have a solid base of target
accounts:
§ How do I target high value accounts- even
when still “anonymous”?
§ How do I identify accounts demonstrating
buying signals
§ How do I generate new contacts/decision
markers within the account?
#2 Identifying Accounts & Decision-Makers

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#3 Measuring Business Impact
Campaign Metrics
Close Rates
ACV
Funnel Velocity
Target Account Activity
Opportunities
Pipeline
Closed Revenue
Available to Close
Business Outcomes
Impressions/CPMs
Click-through Rates
Web Traffic
Unique Visitors
Net New Names
Inquiries
MQLs

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Why Are You Deploying / Evaluating An
ABM Strategy?
Current lead gen efforts have
plateaued or aren’t working
Sales wants more qualified leads
My boss/colleagues think it’s a
good idea
It aligns with that, who and how
we sell

14. Operationalizing Account-Based
Marketing to Make it Work!
Insight to Action

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Building a Target Account List
Keep in mind: what sales WANTS and will be DYNAMIC
1
2
3
4
Build an initial list (Marketing needs to contribute)
Secure agreement from execs, sales & marketing stakeholders
Verify and iterate with field sales
Update at regular intervals

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VELOCITY: Automating & Shrinking the
Buyer’s Journey UPFRONT

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Identify target accounts with buying signals
Generate NEW, account-based leads to create
and engage buyers
Ensure data is accurate and 100% marketable
for nurture and/or sales for opportunity follow-up
Close the loop to measure & optimize ROI on
ABM programs
Steps to Create Account-Based Leads

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Identify target accounts with buying signals
Steps to Create Account-Based Leads

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Generate NEW, account-based leads to create
and engage buyers
Steps to Create Account-Based Leads

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Ensure data is accurate and 100% marketable
for nurture and/or sales for opportunity follow-up
Steps to Create Account-Based Leads

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Close the loop to measure & optimize ROI on
ABM programs
Steps to Create Account-Based Leads

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1. Identify the target accounts and those showing
buying signals

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I’ve Identified Prospective Accounts, What Then?
I can:
§ Generate reach out/execute programs to my
existing database of contacts?
§ Alert sales to call all their contacts they know
within that account?
§ Or….

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2. Generate new target account-based leads to
engage the buying committee

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3. Ensure all lead data is rich, accurate and 100% matched
to in-market companies to accelerate opportunities

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4. Close the Loop for ROI on ABM programs

27. Case Study:
Next Level ABM in Practice

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Shift to Account-Based Marketing
Off-Site Advertising
Identify the right accounts
Market to those accounts
• Account-Based Advertising
• Account-Based Lead Gen
Measure by accounts
Market to personas
Measure by media metrics
Siloed awareness and lead
generation execution
Past Tactics ABM Tactics

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Deploy A Named Account Strategy
Goals: alignment with sales, quality & conversion, campaign roll
out with one story
Before
• Multiple personas with a focus on the non linear buyer’s
journey
• Focus on omnipresent - everywhere to everyone
After
• Grow toward less volume, more quality pipeline/speed
to conversion
Surround specific accounts leveraging vendor
partnership
• Demandbase: high-level awareness
• Integrate: qualified leads
• Messaging: Consistent across advertising and
content syndication
• Change in strategy and reporting

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The Results
Top DemandBase/Integrate performers impacted:
Insurance Company
• Impressions: 3,536
• CTR: 0.06%
• Leads: 5
• Titles: InfoSec Architect,
Compliance Director
Financial Company
• Impressions: 5,586
• CTR: 0.07%
• Leads: 5
• Titles: Compliance Officer, Dir.
Security Operations, InfoSec
Analyst
Pharmaceutical Company
• Impressions: 1,119
• CTR: 0.09%
• Leads: 5
• Titles: Dir. Security Operations, Dir
Compliance, InfoSec Architect
Collaborative reporting:

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ABM- Key Takeaways
§ ABM is hot because it is the best approach for
creating high value opportunities
§ ABM is maturing as a category
§ Connecting programs across the funnel
§ Tech integrations by ABM vendors are helping
customers get better results

32. April 20-21
Pier 27, San Francisco
www.MarketingInnovationSummit.com
#B2BSummit

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Q&A
Peter Isaacson
CMO, Demandbase
@peisaacson
Scott Vaughan
CMO, Integrate
@ScottAVaughan