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Scale and Precision for an ABM Strategy

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Scale and Precision for an ABM Strategy

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Scale and Precision for an ABM Strategy

  1. 1. #SPS18 Scale and Precision for an Account- Based Marketing Strategy SPONSORED BY:
  2. 2. Your Source For The Latest B2B Marketing News & Trends demandgenreport.com twitter.com/DG_Report linkd.in/DG_Specialists #SPS18
  3. 3. February 25–27, 2019 Join Our B2BMXperts community: b2bmx.influitive.com/join/now Hyatt Regency, Scottsdale www.b2bmarketing.exchange LinkedIn.com/showcase/b2b-marketing-exchange Twitter.com/B2BMX Facebook.com/B2BMarketingExchange/
  4. 4. #SPS18 #SPS18 Prize Pack: Register & Attend to Win Join all our #SPS18 sessions live for the best chance to win • $10 Starbucks gift cards - 1 winner per session • Free passes to #B2BMX - 1 winner per day
  5. 5. How are we doing? #SPS18 Questions, Tweets, Resources, Survey
  6. 6. #SPS18 Speakers John Dering Demandbase Andrew Gaffney Demand Gen Report
  7. 7. AGENDA § Why Measurement Matters § Traditional Demand Generation Metrics & Their Origin § Alignment Through the Lens of ABM § What Are Account-Based Metrics? § Scale, Precision & Performance – How ABM Metrics Impact Decisions
  8. 8. © 2018 DEMANDBASE SLIDE 8 WHY DO METRICS MATTER? § Benchmarks performance § Delivers insights for guidance § Demonstrates value for effort § Save our butt! (can’t argue with data)
  9. 9. © 2018 DEMANDBASE SLIDE 9 TRADITIONAL DEMAND GENERATION METRICS Display Ads Impressions CPM CTR CPC Leads CPA Email List Size Deliverability Open / Click Rate Opt-Out Rate Spam Complaints Social Media Account Followers Post Reach/Views Likes/Shares CTR Leads CPL Website Traffic Volume Traffic Source Bounce/Exit Rates Conversions Goal Completions Content Syndication Leads CPL MQL Influence Webinars Registrations Attendees Questions Engagement Rate MQL
  10. 10. © 2018 DEMANDBASE SLIDE 10 WHY ARE TRADITIONAL METRICS SO POPULAR? Born of B2C Native Metrics Easiest to Report
  11. 11. © 2018 DEMANDBASE SLIDE 11© 2018 DEMANDBASE # 11 DAY-TO-DAY TACTICAL METRICS HOW WILL WILL WE MEASURE IN THE FUTURE? What is/isn’t working? Are we targeting the right accounts? Is our strategy resulting in positive outcomes? Account Engagement Account Penetration Trending Intent Spiking Accounts Opportunity Rates First Touch Last Touch Channel/Program Metrics Response Rates Volume HOW DID WE MEASURE IN THE PAST? Measured what we could Couldn’t determine our business impact Hard to know how to improve results COLLABORATORS NOT ALIGNED ON ANALYTICS Program Owners Marketing Leadership Campaign Managers Exec Team Sales Team Sales Leadership DAY-TO-DAY ACCOUNT METRICS
  12. 12. © 2018 DEMANDBASE SLIDE 12 WHY ABM METRICS ARE SO IMPORTANT Aligns Marketing Metrics with Business Outcomes Marketers Focus on Business Growth Drives Quality Actions Over Volume Measures What Counts
  13. 13. © 2018 DEMANDBASE SLIDE 13 MEASURING ACCOUNT-BASED MARKETING CHALLENGE Provide marketers with QUANTIFIABLE metrics to demonstrate impact and INSIGHTS to optimize strategy.Of CMOs say that lacking the ability to measure results is a top concern. Marketers struggle to MEASURE ABM 77% HOWEVER… Forrester 93% of B2B companies said ABM is important to marketing’s success. More marketers look to SUCCEED with ABM SiriusDecisions
  14. 14. © 2018 DEMANDBASE SLIDE 14 IT’S ALL ABOUT THE TARGET ACCOUNT LIST Can we sponsor just the events that attract our target accounts AND will give us a speaking slot? Fewer events; greater ROI Can we target our campaigns to just the target account list and measure success? Better visibility and performance TARGET ACCOUNT LIST EVENTS DIGITAL CAMPAIGNS How can we engage customers and speed the pathway to upsell and renewal? Expand customer relationships CUSTOMER MARKETING FIELD MARKETING Which regions contain the highest concentration of target accounts? Set the strategy; don’t be reactive
  15. 15. © 2018 DEMANDBASE SLIDE 15 THREE LEVELS OF MEASUREMENT § Revenue Performance § Marketing Performance § Campaign and Web Metrics
  16. 16. © 2018 DEMANDBASE SLIDE 16 BUSINESS OUTCOMES Close Rates Average Deal Size Funnel Velocity
  17. 17. © 2018 DEMANDBASE SLIDE 17 MARKETING PERFORMANCE Target Account Activity Pipeline Account List Quality Influence Sources Customer Lifecycle Cost per Opportunity Account Penetration
  18. 18. © 2018 DEMANDBASE SLIDE 18 CAMPAIGN AND WEB METRICS FROM TARGET ACCOUNTS Qualified Web Traffic Target Account Engagement Pages Visited SQLs Conversion Rates Target Account Responses Cost Per Account Target Account Traffic Sources
  19. 19. HOW DOES THIS IMPACT CHANNEL DECISIONS?
  20. 20. © 2018 DEMANDBASE SLIDE 20 BEST CHANNELS: TOP OF FUNNEL ENGAGEMENT 0% 10% 20% 30% 40% 50% 60% 70% Display Ads Social Search Website Email Marketing Channels DemandGen Report: 2018 Demand Generation Benchmark Report
  21. 21. © 2018 DEMANDBASE SLIDE 21 BEST CHANNELS: TOP OF FUNNEL ENGAGEMENT 0% 10% 20% 30% 40% 50% 60% 70% Display Ads Social Search Website Email Marketing Channels DemandGen Report: 2018 Demand Generation Benchmark Report NOT AWARE OR SEARCHING FOR SOULTION AWARE OR SEARCHING FOR SOLUTION
  22. 22. © 2018 DEMANDBASE SLIDE 22 BEST CHANNELS: TOP OF FUNNEL ENGAGEMENT 0% 10% 20% 30% 40% 50% 60% 70% Display Ads Social Search Website Email Marketing Channels DemandGen Report: 2018 Demand Generation Benchmark Report SCALE PRECISION
  23. 23. © 2018 DEMANDBASE SLIDE 23 TESTING TOP OF FUNNEL CHANNELS CHANNELS* LIST SIZE BUDGET TIME LINE CREATIVE METRICS Paid Search 2400 $10K 30 Days Forrester New Wave: ABM Platforms • Scale of Channel • Quality of Channel • Accounts Engaged by Channel • Cost / Account Engaged by Channel Google Display 2400 Paid Social 1200 $3K^ Account-Based Advertising 1200 $10K *Top channels used by B2B marketers to drive awareness at target accounts that do not require a hand-raise in order to engage. ^ while full budget was allocated, only 30% of that could be fulfilled by the channel
  24. 24. © 2018 DEMANDBASE SLIDE 24 THE CREATIVE – FORRESTER WAVE Account-Based Advertising Google AdWords/Display & LinkedIn Sponsored Posts
  25. 25. © 2018 DEMANDBASE SLIDE 25 LANDING PAGE FOR TESTS
  26. 26. © 2018 DEMANDBASE SLIDE 26 SCALE VS. PRECISION 0 200 400 600 800 1000 1200 1400 1600 0% 20% 40% 60% 80% 100% 120% PRECISION (% of Qualified Clicks) SCALE (Click Volume) 711 90 51 8 Bubble Size: # of target accounts clicked
  27. 27. © 2018 DEMANDBASE SLIDE 27 PERFORMANCE VS. COST $0 $50 $100 $150 $200 $250 $0$2$4$6$8$10$12$14$16$18$20 Cost Per Click (Traditional) Cost Per Account Visited (ABM) 90 8 51 Bubble Size: # of target accounts clicked 711
  28. 28. © 2018 DEMANDBASE SLIDE 28 § Know where your KPIs came from and why § Don’t settle for the wrong metrics § Base decisions on metrics that drive the desired outcome THINGS TO REMEMBER FOR ABM METRICS
  29. 29. © 2018 DEMANDBASE SLIDE 29 ABM CERTIFICATIONS – LEARN ON YOUR TERMS Advanced ABM Certification Best practices for ABM practitioners on topics including budgeting, target account lists, metrics, reporting and better alignment. (online & in-person) 3 ways to become a leading… Foundations of ABM Certification Learn the importance of ABM and the groundwork to get you started on the path to success. (online only) Expert ABM Certification Applying ABM during an interactive, case study workshop to blend 1:1, 1:FEW & 1:MANY strategies & complex decision structures. (in-person only) Take the courses today! Learn more: https://www.demandbase.com/resources/abm-certification/
  30. 30. #SPS18 Q&A / Speakers John Dering Demandbase Andrew Gaffney Demand Gen Report
  31. 31. #SPS18 Register for more sessions now thru November 9th Join Our Next Session: Jumpstart Omni Channel ABM with Customer Data Platforms webinars.demandgenreport.com/strategy-and-planning-series/2018 November 5th 2:00 PM Eastern

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