SlideShare ist ein Scribd-Unternehmen logo
1 von 31
Downloaden Sie, um offline zu lesen
#SPS18
Scale and Precision for an Account-
Based Marketing Strategy
SPONSORED BY:
Your Source For The Latest B2B
Marketing News & Trends
demandgenreport.com
twitter.com/DG_Report
linkd.in/DG_Specialists
#SPS18
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/
#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
How are we doing?
#SPS18
Questions, Tweets, Resources, Survey
#SPS18
Speakers
John Dering
Demandbase
Andrew Gaffney
Demand Gen Report
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
© 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)
© 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
© 2018 DEMANDBASE SLIDE 10
WHY ARE
TRADITIONAL
METRICS SO
POPULAR?
Born of B2C
Native Metrics
Easiest to Report
© 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
© 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
© 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
© 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
© 2018 DEMANDBASE SLIDE 15
THREE LEVELS OF MEASUREMENT
§ Revenue Performance
§ Marketing Performance
§ Campaign and Web Metrics
© 2018 DEMANDBASE SLIDE 16
BUSINESS
OUTCOMES
Close Rates
Average Deal Size
Funnel Velocity
© 2018 DEMANDBASE SLIDE 17
MARKETING
PERFORMANCE
Target Account Activity
Pipeline
Account List Quality
Influence Sources
Customer Lifecycle
Cost per Opportunity
Account Penetration
© 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
HOW DOES THIS IMPACT
CHANNEL DECISIONS?
© 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
© 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
© 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
© 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
© 2018 DEMANDBASE SLIDE 24
THE CREATIVE – FORRESTER WAVE
Account-Based Advertising
Google AdWords/Display &
LinkedIn Sponsored Posts
© 2018 DEMANDBASE SLIDE 25
LANDING PAGE FOR TESTS
© 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
© 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
© 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
© 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/
#SPS18
Q&A / Speakers
John Dering
Demandbase
Andrew Gaffney
Demand Gen Report
#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

Weitere ähnliche Inhalte

Was ist angesagt?

Accelerating ABM Impact: The Case for a Blended ABM Approach
Accelerating ABM Impact: The Case for a Blended ABM ApproachAccelerating ABM Impact: The Case for a Blended ABM Approach
Accelerating ABM Impact: The Case for a Blended ABM ApproachDemandbase
 
Analog Strategies For ABM Success: Digital Channels And Integrated Programs 
Analog Strategies For ABM Success: Digital Channels And Integrated Programs Analog Strategies For ABM Success: Digital Channels And Integrated Programs 
Analog Strategies For ABM Success: Digital Channels And Integrated Programs G3 Communications
 
New Priorities for ABM: Benchmarks and Best Practices for 2021
New Priorities for ABM: Benchmarks and Best Practices for 2021New Priorities for ABM: Benchmarks and Best Practices for 2021
New Priorities for ABM: Benchmarks and Best Practices for 2021Demandbase
 
Account-Based Marketing for Every Budget
Account-Based Marketing for Every BudgetAccount-Based Marketing for Every Budget
Account-Based Marketing for Every BudgetDemandbase
 
ABM Outside the Box: How to Woo, Wow, and Win with Demand Innovation for Valu...
ABM Outside the Box: How to Woo, Wow, and Win with Demand Innovation for Valu...ABM Outside the Box: How to Woo, Wow, and Win with Demand Innovation for Valu...
ABM Outside the Box: How to Woo, Wow, and Win with Demand Innovation for Valu...Demandbase
 
Demandbase Segmentation Strategies to Book a Meeting with Anybody
Demandbase Segmentation Strategies to Book a Meeting with AnybodyDemandbase Segmentation Strategies to Book a Meeting with Anybody
Demandbase Segmentation Strategies to Book a Meeting with AnybodyDemandbase
 
The Next Generation of B2B Advertising: A Conversation with SiriusDecisions
The Next Generation of B2B Advertising: A Conversation with SiriusDecisionsThe Next Generation of B2B Advertising: A Conversation with SiriusDecisions
The Next Generation of B2B Advertising: A Conversation with SiriusDecisionsDemandbase
 
ABM Interactions: Engaging Your Target Accounts Where They Are
ABM Interactions: Engaging Your Target Accounts Where They AreABM Interactions: Engaging Your Target Accounts Where They Are
ABM Interactions: Engaging Your Target Accounts Where They AreTerminus
 
Your Roadmap to Success from the all new Clear and Complete Guide to Account-...
Your Roadmap to Success from the all new Clear and Complete Guide to Account-...Your Roadmap to Success from the all new Clear and Complete Guide to Account-...
Your Roadmap to Success from the all new Clear and Complete Guide to Account-...Demandbase
 
Fundamentals of ABM: Preparing your Organization for ABM Success
Fundamentals of ABM: Preparing your Organization for ABM SuccessFundamentals of ABM: Preparing your Organization for ABM Success
Fundamentals of ABM: Preparing your Organization for ABM SuccessDemandbase
 
Making Sense of the Evolving ABM Solutions Landscape
Making Sense of the Evolving ABM Solutions LandscapeMaking Sense of the Evolving ABM Solutions Landscape
Making Sense of the Evolving ABM Solutions LandscapeDemandbase
 
How to Avoid the Pitfalls of ABM, Rich Rodgers, Forrester B2B Summit 2021
How to Avoid the Pitfalls of ABM, Rich Rodgers, Forrester B2B Summit 2021How to Avoid the Pitfalls of ABM, Rich Rodgers, Forrester B2B Summit 2021
How to Avoid the Pitfalls of ABM, Rich Rodgers, Forrester B2B Summit 2021Demandbase
 
Account Based Marketing + Account Based Sales Development = Account Based E...
Account Based Marketing +  Account Based Sales Development =  Account Based E...Account Based Marketing +  Account Based Sales Development =  Account Based E...
Account Based Marketing + Account Based Sales Development = Account Based E...Engagio
 
Drive Online Engagement While Increasing Web Conversions
Drive Online Engagement While Increasing Web ConversionsDrive Online Engagement While Increasing Web Conversions
Drive Online Engagement While Increasing Web ConversionsDemandbase
 
ABMLA_Q1Webinar-ABMLeadershipPanel-IFinal
ABMLA_Q1Webinar-ABMLeadershipPanel-IFinalABMLA_Q1Webinar-ABMLeadershipPanel-IFinal
ABMLA_Q1Webinar-ABMLeadershipPanel-IFinalDelaneyKutsal
 
Fostering Connection & Engagement: Guidance for Healthcare Marketers Pivoting...
Fostering Connection & Engagement: Guidance for Healthcare Marketers Pivoting...Fostering Connection & Engagement: Guidance for Healthcare Marketers Pivoting...
Fostering Connection & Engagement: Guidance for Healthcare Marketers Pivoting...Demandbase
 
ABM Fundamentals
ABM FundamentalsABM Fundamentals
ABM FundamentalsDemandbase
 
ABM Master Class: Analytics
ABM Master Class: AnalyticsABM Master Class: Analytics
ABM Master Class: AnalyticsDemandbase
 
Get Out of the Tactical Reporting Trenches and into ABM Analytics Bliss
Get Out of the Tactical Reporting Trenches and into ABM Analytics BlissGet Out of the Tactical Reporting Trenches and into ABM Analytics Bliss
Get Out of the Tactical Reporting Trenches and into ABM Analytics BlissDelaneyKutsal
 
ABX for Sales: How to Get Strategic with Prospecting
ABX for Sales: How to Get Strategic with Prospecting ABX for Sales: How to Get Strategic with Prospecting
ABX for Sales: How to Get Strategic with Prospecting Demandbase
 

Was ist angesagt? (20)

Accelerating ABM Impact: The Case for a Blended ABM Approach
Accelerating ABM Impact: The Case for a Blended ABM ApproachAccelerating ABM Impact: The Case for a Blended ABM Approach
Accelerating ABM Impact: The Case for a Blended ABM Approach
 
Analog Strategies For ABM Success: Digital Channels And Integrated Programs 
Analog Strategies For ABM Success: Digital Channels And Integrated Programs Analog Strategies For ABM Success: Digital Channels And Integrated Programs 
Analog Strategies For ABM Success: Digital Channels And Integrated Programs 
 
New Priorities for ABM: Benchmarks and Best Practices for 2021
New Priorities for ABM: Benchmarks and Best Practices for 2021New Priorities for ABM: Benchmarks and Best Practices for 2021
New Priorities for ABM: Benchmarks and Best Practices for 2021
 
Account-Based Marketing for Every Budget
Account-Based Marketing for Every BudgetAccount-Based Marketing for Every Budget
Account-Based Marketing for Every Budget
 
ABM Outside the Box: How to Woo, Wow, and Win with Demand Innovation for Valu...
ABM Outside the Box: How to Woo, Wow, and Win with Demand Innovation for Valu...ABM Outside the Box: How to Woo, Wow, and Win with Demand Innovation for Valu...
ABM Outside the Box: How to Woo, Wow, and Win with Demand Innovation for Valu...
 
Demandbase Segmentation Strategies to Book a Meeting with Anybody
Demandbase Segmentation Strategies to Book a Meeting with AnybodyDemandbase Segmentation Strategies to Book a Meeting with Anybody
Demandbase Segmentation Strategies to Book a Meeting with Anybody
 
The Next Generation of B2B Advertising: A Conversation with SiriusDecisions
The Next Generation of B2B Advertising: A Conversation with SiriusDecisionsThe Next Generation of B2B Advertising: A Conversation with SiriusDecisions
The Next Generation of B2B Advertising: A Conversation with SiriusDecisions
 
ABM Interactions: Engaging Your Target Accounts Where They Are
ABM Interactions: Engaging Your Target Accounts Where They AreABM Interactions: Engaging Your Target Accounts Where They Are
ABM Interactions: Engaging Your Target Accounts Where They Are
 
Your Roadmap to Success from the all new Clear and Complete Guide to Account-...
Your Roadmap to Success from the all new Clear and Complete Guide to Account-...Your Roadmap to Success from the all new Clear and Complete Guide to Account-...
Your Roadmap to Success from the all new Clear and Complete Guide to Account-...
 
Fundamentals of ABM: Preparing your Organization for ABM Success
Fundamentals of ABM: Preparing your Organization for ABM SuccessFundamentals of ABM: Preparing your Organization for ABM Success
Fundamentals of ABM: Preparing your Organization for ABM Success
 
Making Sense of the Evolving ABM Solutions Landscape
Making Sense of the Evolving ABM Solutions LandscapeMaking Sense of the Evolving ABM Solutions Landscape
Making Sense of the Evolving ABM Solutions Landscape
 
How to Avoid the Pitfalls of ABM, Rich Rodgers, Forrester B2B Summit 2021
How to Avoid the Pitfalls of ABM, Rich Rodgers, Forrester B2B Summit 2021How to Avoid the Pitfalls of ABM, Rich Rodgers, Forrester B2B Summit 2021
How to Avoid the Pitfalls of ABM, Rich Rodgers, Forrester B2B Summit 2021
 
Account Based Marketing + Account Based Sales Development = Account Based E...
Account Based Marketing +  Account Based Sales Development =  Account Based E...Account Based Marketing +  Account Based Sales Development =  Account Based E...
Account Based Marketing + Account Based Sales Development = Account Based E...
 
Drive Online Engagement While Increasing Web Conversions
Drive Online Engagement While Increasing Web ConversionsDrive Online Engagement While Increasing Web Conversions
Drive Online Engagement While Increasing Web Conversions
 
ABMLA_Q1Webinar-ABMLeadershipPanel-IFinal
ABMLA_Q1Webinar-ABMLeadershipPanel-IFinalABMLA_Q1Webinar-ABMLeadershipPanel-IFinal
ABMLA_Q1Webinar-ABMLeadershipPanel-IFinal
 
Fostering Connection & Engagement: Guidance for Healthcare Marketers Pivoting...
Fostering Connection & Engagement: Guidance for Healthcare Marketers Pivoting...Fostering Connection & Engagement: Guidance for Healthcare Marketers Pivoting...
Fostering Connection & Engagement: Guidance for Healthcare Marketers Pivoting...
 
ABM Fundamentals
ABM FundamentalsABM Fundamentals
ABM Fundamentals
 
ABM Master Class: Analytics
ABM Master Class: AnalyticsABM Master Class: Analytics
ABM Master Class: Analytics
 
Get Out of the Tactical Reporting Trenches and into ABM Analytics Bliss
Get Out of the Tactical Reporting Trenches and into ABM Analytics BlissGet Out of the Tactical Reporting Trenches and into ABM Analytics Bliss
Get Out of the Tactical Reporting Trenches and into ABM Analytics Bliss
 
ABX for Sales: How to Get Strategic with Prospecting
ABX for Sales: How to Get Strategic with Prospecting ABX for Sales: How to Get Strategic with Prospecting
ABX for Sales: How to Get Strategic with Prospecting
 

Ähnlich wie Scale and Precision for an ABM Strategy

5 Steps to Measure ABM Success
5 Steps to Measure ABM Success5 Steps to Measure ABM Success
5 Steps to Measure ABM SuccessStephanie Thomas
 
Demandbase Solution Overview: Targeting Solution
Demandbase Solution Overview: Targeting SolutionDemandbase Solution Overview: Targeting Solution
Demandbase Solution Overview: Targeting SolutionDemandbase
 
Launching and Scaling an Account Based Marketing Strategy: Implementing the R...
Launching and Scaling an Account Based Marketing Strategy: Implementing the R...Launching and Scaling an Account Based Marketing Strategy: Implementing the R...
Launching and Scaling an Account Based Marketing Strategy: Implementing the R...Uberflip
 
Introducing ABM Analytics: View Your ABM Results Across the Entire Funnel
Introducing ABM Analytics: View Your ABM Results Across the Entire FunnelIntroducing ABM Analytics: View Your ABM Results Across the Entire Funnel
Introducing ABM Analytics: View Your ABM Results Across the Entire FunnelDemandbase
 
ABM is a Team Sport: Stories from the Field
ABM is a Team Sport: Stories from the FieldABM is a Team Sport: Stories from the Field
ABM is a Team Sport: Stories from the FieldDemandbase
 
Drive Growth With An ABX GTM Strategy
Drive Growth With An ABX GTM StrategyDrive Growth With An ABX GTM Strategy
Drive Growth With An ABX GTM StrategyDemandbase
 
ABM Master Class: Audience Strategy
ABM Master Class: Audience StrategyABM Master Class: Audience Strategy
ABM Master Class: Audience StrategyDemandbase
 
Creating A Data Strategy For Marketing Attribution Success
Creating A Data Strategy For Marketing Attribution SuccessCreating A Data Strategy For Marketing Attribution Success
Creating A Data Strategy For Marketing Attribution SuccessG3 Communications
 
Top 6 Considerations for ABM in 2018
Top 6 Considerations for ABM in 2018Top 6 Considerations for ABM in 2018
Top 6 Considerations for ABM in 2018Demandbase
 
Eric Martin & Barry Angeny: Scaling ABM Programs: Accelerating the Sale with ...
Eric Martin & Barry Angeny: Scaling ABM Programs: Accelerating the Sale with ...Eric Martin & Barry Angeny: Scaling ABM Programs: Accelerating the Sale with ...
Eric Martin & Barry Angeny: Scaling ABM Programs: Accelerating the Sale with ...Demandbase
 
Nailing Your 2020 ABM Strategy
Nailing Your 2020 ABM StrategyNailing Your 2020 ABM Strategy
Nailing Your 2020 ABM StrategyDemandbase
 
Nailing Your 2020 ABM Strategy
Nailing Your 2020 ABM StrategyNailing Your 2020 ABM Strategy
Nailing Your 2020 ABM StrategyDelaneyKutsal
 
What Is A Go-To-Customer Strategy?
What Is A Go-To-Customer Strategy?What Is A Go-To-Customer Strategy?
What Is A Go-To-Customer Strategy?Drift
 
Optimize your ABM Strategy with Automated Advertising
Optimize your ABM Strategy with Automated AdvertisingOptimize your ABM Strategy with Automated Advertising
Optimize your ABM Strategy with Automated AdvertisingDemandbase
 
Getting Started & Accelerating ABM with Drupal & Acquia
Getting Started & Accelerating ABM with Drupal & AcquiaGetting Started & Accelerating ABM with Drupal & Acquia
Getting Started & Accelerating ABM with Drupal & AcquiaAcquia
 
Azalead Account Based Marketing Product Demo
Azalead Account Based Marketing Product Demo Azalead Account Based Marketing Product Demo
Azalead Account Based Marketing Product Demo Azalead
 
ABM Master Class: Targeting
ABM Master Class: TargetingABM Master Class: Targeting
ABM Master Class: TargetingDemandbase
 
Bridging the Great Divide: Using Account-Based Marketing to Connect Sales and...
Bridging the Great Divide: Using Account-Based Marketing to Connect Sales and...Bridging the Great Divide: Using Account-Based Marketing to Connect Sales and...
Bridging the Great Divide: Using Account-Based Marketing to Connect Sales and...Demandbase
 

Ähnlich wie Scale and Precision for an ABM Strategy (20)

5 Steps to Measure ABM Success
5 Steps to Measure ABM Success5 Steps to Measure ABM Success
5 Steps to Measure ABM Success
 
Demandbase Solution Overview: Targeting Solution
Demandbase Solution Overview: Targeting SolutionDemandbase Solution Overview: Targeting Solution
Demandbase Solution Overview: Targeting Solution
 
Launching and Scaling an Account Based Marketing Strategy: Implementing the R...
Launching and Scaling an Account Based Marketing Strategy: Implementing the R...Launching and Scaling an Account Based Marketing Strategy: Implementing the R...
Launching and Scaling an Account Based Marketing Strategy: Implementing the R...
 
Introducing ABM Analytics: View Your ABM Results Across the Entire Funnel
Introducing ABM Analytics: View Your ABM Results Across the Entire FunnelIntroducing ABM Analytics: View Your ABM Results Across the Entire Funnel
Introducing ABM Analytics: View Your ABM Results Across the Entire Funnel
 
ABM is a Team Sport: Stories from the Field
ABM is a Team Sport: Stories from the FieldABM is a Team Sport: Stories from the Field
ABM is a Team Sport: Stories from the Field
 
Drive Growth With An ABX GTM Strategy
Drive Growth With An ABX GTM StrategyDrive Growth With An ABX GTM Strategy
Drive Growth With An ABX GTM Strategy
 
ABM Master Class: Audience Strategy
ABM Master Class: Audience StrategyABM Master Class: Audience Strategy
ABM Master Class: Audience Strategy
 
Creating A Data Strategy For Marketing Attribution Success
Creating A Data Strategy For Marketing Attribution SuccessCreating A Data Strategy For Marketing Attribution Success
Creating A Data Strategy For Marketing Attribution Success
 
Top 6 Considerations for ABM in 2018
Top 6 Considerations for ABM in 2018Top 6 Considerations for ABM in 2018
Top 6 Considerations for ABM in 2018
 
Eric Martin & Barry Angeny: Scaling ABM Programs: Accelerating the Sale with ...
Eric Martin & Barry Angeny: Scaling ABM Programs: Accelerating the Sale with ...Eric Martin & Barry Angeny: Scaling ABM Programs: Accelerating the Sale with ...
Eric Martin & Barry Angeny: Scaling ABM Programs: Accelerating the Sale with ...
 
Nailing Your 2020 ABM Strategy
Nailing Your 2020 ABM StrategyNailing Your 2020 ABM Strategy
Nailing Your 2020 ABM Strategy
 
Nailing Your 2020 ABM Strategy
Nailing Your 2020 ABM StrategyNailing Your 2020 ABM Strategy
Nailing Your 2020 ABM Strategy
 
What Is A Go-To-Customer Strategy?
What Is A Go-To-Customer Strategy?What Is A Go-To-Customer Strategy?
What Is A Go-To-Customer Strategy?
 
Optimize your ABM Strategy with Automated Advertising
Optimize your ABM Strategy with Automated AdvertisingOptimize your ABM Strategy with Automated Advertising
Optimize your ABM Strategy with Automated Advertising
 
Advanced ABM - what it is, how to do it right, and the impact it has on a bus...
Advanced ABM - what it is, how to do it right, and the impact it has on a bus...Advanced ABM - what it is, how to do it right, and the impact it has on a bus...
Advanced ABM - what it is, how to do it right, and the impact it has on a bus...
 
Getting Started & Accelerating ABM with Drupal & Acquia
Getting Started & Accelerating ABM with Drupal & AcquiaGetting Started & Accelerating ABM with Drupal & Acquia
Getting Started & Accelerating ABM with Drupal & Acquia
 
Advanced ABM - what it is, how to do it right, and the impact it has on a bus...
Advanced ABM - what it is, how to do it right, and the impact it has on a bus...Advanced ABM - what it is, how to do it right, and the impact it has on a bus...
Advanced ABM - what it is, how to do it right, and the impact it has on a bus...
 
Azalead Account Based Marketing Product Demo
Azalead Account Based Marketing Product Demo Azalead Account Based Marketing Product Demo
Azalead Account Based Marketing Product Demo
 
ABM Master Class: Targeting
ABM Master Class: TargetingABM Master Class: Targeting
ABM Master Class: Targeting
 
Bridging the Great Divide: Using Account-Based Marketing to Connect Sales and...
Bridging the Great Divide: Using Account-Based Marketing to Connect Sales and...Bridging the Great Divide: Using Account-Based Marketing to Connect Sales and...
Bridging the Great Divide: Using Account-Based Marketing to Connect Sales and...
 

Mehr von Demandbase

Winning Target Accounts in a Cookieless Era
Winning Target Accounts in a Cookieless EraWinning Target Accounts in a Cookieless Era
Winning Target Accounts in a Cookieless EraDemandbase
 
B2B & GTM Trends and Predictions for 2024.pdf
B2B & GTM Trends and Predictions for 2024.pdfB2B & GTM Trends and Predictions for 2024.pdf
B2B & GTM Trends and Predictions for 2024.pdfDemandbase
 
The Reports Your CMO Wants to See
The Reports Your CMO Wants to SeeThe Reports Your CMO Wants to See
The Reports Your CMO Wants to SeeDemandbase
 
Data Champions League: Winning Strategies for B2B Success
Data Champions League: Winning Strategies for B2B SuccessData Champions League: Winning Strategies for B2B Success
Data Champions League: Winning Strategies for B2B SuccessDemandbase
 
Demandbase + GTM Partners Analyst Hour - ROI Framework Workshop
Demandbase + GTM Partners Analyst Hour - ROI Framework WorkshopDemandbase + GTM Partners Analyst Hour - ROI Framework Workshop
Demandbase + GTM Partners Analyst Hour - ROI Framework WorkshopDemandbase
 
The Magic ABM Potion: Key Elements to Think About When Creating Your ABM Stra...
The Magic ABM Potion: Key Elements to Think About When Creating Your ABM Stra...The Magic ABM Potion: Key Elements to Think About When Creating Your ABM Stra...
The Magic ABM Potion: Key Elements to Think About When Creating Your ABM Stra...Demandbase
 
The Reports Your CMO Wants to See (OpsStars)
The Reports Your CMO Wants to See (OpsStars)The Reports Your CMO Wants to See (OpsStars)
The Reports Your CMO Wants to See (OpsStars)Demandbase
 
Revolutionize Financial Services with AI-driven intent + SFMC Journeys
Revolutionize Financial Services with AI-driven intent + SFMC JourneysRevolutionize Financial Services with AI-driven intent + SFMC Journeys
Revolutionize Financial Services with AI-driven intent + SFMC JourneysDemandbase
 
Nothing Works Anymore: Why B2B Needs A New Playbook
Nothing Works Anymore: Why B2B Needs A New PlaybookNothing Works Anymore: Why B2B Needs A New Playbook
Nothing Works Anymore: Why B2B Needs A New PlaybookDemandbase
 
Customer Lab: Maximizing Your ROI with Demandbase: A Practical Playbook for M...
Customer Lab: Maximizing Your ROI with Demandbase: A Practical Playbook for M...Customer Lab: Maximizing Your ROI with Demandbase: A Practical Playbook for M...
Customer Lab: Maximizing Your ROI with Demandbase: A Practical Playbook for M...Demandbase
 
Analytics that Matter: How to Turn Raw Data Into Actionable Insight Through H...
Analytics that Matter: How to Turn Raw Data Into Actionable Insight Through H...Analytics that Matter: How to Turn Raw Data Into Actionable Insight Through H...
Analytics that Matter: How to Turn Raw Data Into Actionable Insight Through H...Demandbase
 
A Marketers Tale: How ABM Was Successfully Launched at Thales
A Marketers Tale: How ABM Was Successfully Launched at ThalesA Marketers Tale: How ABM Was Successfully Launched at Thales
A Marketers Tale: How ABM Was Successfully Launched at ThalesDemandbase
 
ABM in a Downturn_ Account Intelligence to Do More with Less (Demandbase).pptx
ABM in a Downturn_ Account Intelligence to Do More with Less (Demandbase).pptxABM in a Downturn_ Account Intelligence to Do More with Less (Demandbase).pptx
ABM in a Downturn_ Account Intelligence to Do More with Less (Demandbase).pptxDemandbase
 
How to Adjust Your GTM Strategy When Things Don’t Go to Plan
How to Adjust Your GTM Strategy When Things Don’t Go to Plan How to Adjust Your GTM Strategy When Things Don’t Go to Plan
How to Adjust Your GTM Strategy When Things Don’t Go to Plan Demandbase
 
Stop spamming and get relevant with Smarter GTM
Stop spamming and get relevant with Smarter GTMStop spamming and get relevant with Smarter GTM
Stop spamming and get relevant with Smarter GTMDemandbase
 
Launch, Measure, and Optimize Next-Level Advertising
Launch, Measure, and Optimize Next-Level AdvertisingLaunch, Measure, and Optimize Next-Level Advertising
Launch, Measure, and Optimize Next-Level AdvertisingDemandbase
 
How to Reach and Influence Key Decision Makers_Final.pdf
How to Reach and Influence Key Decision Makers_Final.pdfHow to Reach and Influence Key Decision Makers_Final.pdf
How to Reach and Influence Key Decision Makers_Final.pdfDemandbase
 
The Magic ABX Potion – Key Elements to Think About When Creating Your ABX Str...
The Magic ABX Potion – Key Elements to Think About When Creating Your ABX Str...The Magic ABX Potion – Key Elements to Think About When Creating Your ABX Str...
The Magic ABX Potion – Key Elements to Think About When Creating Your ABX Str...Demandbase
 
Customer Lab - ABX for Sales 101 - Final.pptx
Customer Lab - ABX for Sales 101 - Final.pptxCustomer Lab - ABX for Sales 101 - Final.pptx
Customer Lab - ABX for Sales 101 - Final.pptxDemandbase
 
How to Build a Business Case for ABM
How to Build a Business Case for ABMHow to Build a Business Case for ABM
How to Build a Business Case for ABMDemandbase
 

Mehr von Demandbase (20)

Winning Target Accounts in a Cookieless Era
Winning Target Accounts in a Cookieless EraWinning Target Accounts in a Cookieless Era
Winning Target Accounts in a Cookieless Era
 
B2B & GTM Trends and Predictions for 2024.pdf
B2B & GTM Trends and Predictions for 2024.pdfB2B & GTM Trends and Predictions for 2024.pdf
B2B & GTM Trends and Predictions for 2024.pdf
 
The Reports Your CMO Wants to See
The Reports Your CMO Wants to SeeThe Reports Your CMO Wants to See
The Reports Your CMO Wants to See
 
Data Champions League: Winning Strategies for B2B Success
Data Champions League: Winning Strategies for B2B SuccessData Champions League: Winning Strategies for B2B Success
Data Champions League: Winning Strategies for B2B Success
 
Demandbase + GTM Partners Analyst Hour - ROI Framework Workshop
Demandbase + GTM Partners Analyst Hour - ROI Framework WorkshopDemandbase + GTM Partners Analyst Hour - ROI Framework Workshop
Demandbase + GTM Partners Analyst Hour - ROI Framework Workshop
 
The Magic ABM Potion: Key Elements to Think About When Creating Your ABM Stra...
The Magic ABM Potion: Key Elements to Think About When Creating Your ABM Stra...The Magic ABM Potion: Key Elements to Think About When Creating Your ABM Stra...
The Magic ABM Potion: Key Elements to Think About When Creating Your ABM Stra...
 
The Reports Your CMO Wants to See (OpsStars)
The Reports Your CMO Wants to See (OpsStars)The Reports Your CMO Wants to See (OpsStars)
The Reports Your CMO Wants to See (OpsStars)
 
Revolutionize Financial Services with AI-driven intent + SFMC Journeys
Revolutionize Financial Services with AI-driven intent + SFMC JourneysRevolutionize Financial Services with AI-driven intent + SFMC Journeys
Revolutionize Financial Services with AI-driven intent + SFMC Journeys
 
Nothing Works Anymore: Why B2B Needs A New Playbook
Nothing Works Anymore: Why B2B Needs A New PlaybookNothing Works Anymore: Why B2B Needs A New Playbook
Nothing Works Anymore: Why B2B Needs A New Playbook
 
Customer Lab: Maximizing Your ROI with Demandbase: A Practical Playbook for M...
Customer Lab: Maximizing Your ROI with Demandbase: A Practical Playbook for M...Customer Lab: Maximizing Your ROI with Demandbase: A Practical Playbook for M...
Customer Lab: Maximizing Your ROI with Demandbase: A Practical Playbook for M...
 
Analytics that Matter: How to Turn Raw Data Into Actionable Insight Through H...
Analytics that Matter: How to Turn Raw Data Into Actionable Insight Through H...Analytics that Matter: How to Turn Raw Data Into Actionable Insight Through H...
Analytics that Matter: How to Turn Raw Data Into Actionable Insight Through H...
 
A Marketers Tale: How ABM Was Successfully Launched at Thales
A Marketers Tale: How ABM Was Successfully Launched at ThalesA Marketers Tale: How ABM Was Successfully Launched at Thales
A Marketers Tale: How ABM Was Successfully Launched at Thales
 
ABM in a Downturn_ Account Intelligence to Do More with Less (Demandbase).pptx
ABM in a Downturn_ Account Intelligence to Do More with Less (Demandbase).pptxABM in a Downturn_ Account Intelligence to Do More with Less (Demandbase).pptx
ABM in a Downturn_ Account Intelligence to Do More with Less (Demandbase).pptx
 
How to Adjust Your GTM Strategy When Things Don’t Go to Plan
How to Adjust Your GTM Strategy When Things Don’t Go to Plan How to Adjust Your GTM Strategy When Things Don’t Go to Plan
How to Adjust Your GTM Strategy When Things Don’t Go to Plan
 
Stop spamming and get relevant with Smarter GTM
Stop spamming and get relevant with Smarter GTMStop spamming and get relevant with Smarter GTM
Stop spamming and get relevant with Smarter GTM
 
Launch, Measure, and Optimize Next-Level Advertising
Launch, Measure, and Optimize Next-Level AdvertisingLaunch, Measure, and Optimize Next-Level Advertising
Launch, Measure, and Optimize Next-Level Advertising
 
How to Reach and Influence Key Decision Makers_Final.pdf
How to Reach and Influence Key Decision Makers_Final.pdfHow to Reach and Influence Key Decision Makers_Final.pdf
How to Reach and Influence Key Decision Makers_Final.pdf
 
The Magic ABX Potion – Key Elements to Think About When Creating Your ABX Str...
The Magic ABX Potion – Key Elements to Think About When Creating Your ABX Str...The Magic ABX Potion – Key Elements to Think About When Creating Your ABX Str...
The Magic ABX Potion – Key Elements to Think About When Creating Your ABX Str...
 
Customer Lab - ABX for Sales 101 - Final.pptx
Customer Lab - ABX for Sales 101 - Final.pptxCustomer Lab - ABX for Sales 101 - Final.pptx
Customer Lab - ABX for Sales 101 - Final.pptx
 
How to Build a Business Case for ABM
How to Build a Business Case for ABMHow to Build a Business Case for ABM
How to Build a Business Case for ABM
 

Kürzlich hochgeladen

ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxivanrazine1
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMNazal Digital
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadFabio Bin
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportSocial Samosa
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Studystuwilson.co.uk
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growthabinashdm2014
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfVWO
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxGregory Edwards
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneHerd
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...Sophie Logan
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxNavah Hopkins
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Nedko Nedkov
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertisingKBS SHOP
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Internrisabhpandeyconnect
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfSocial Samosa
 
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfEastern Online-iSURVEY
 
Ppt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing coursPpt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing courstegveersingh09
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfVWO
 
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesProduct Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesKiwi Creative
 

Kürzlich hochgeladen (20)

ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEM
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoad
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance report
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Study
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growth
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdf
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not Alone
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptx
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertising
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Intern
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
 
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
 
Ppt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing coursPpt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing cours
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services Preview
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdf
 
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesProduct Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
 

Scale and Precision for an ABM Strategy

  • 1. #SPS18 Scale and Precision for an Account- Based Marketing Strategy SPONSORED BY:
  • 2. Your Source For The Latest B2B Marketing News & Trends demandgenreport.com twitter.com/DG_Report linkd.in/DG_Specialists #SPS18
  • 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. #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. How are we doing? #SPS18 Questions, Tweets, Resources, Survey
  • 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. © 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. © 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. © 2018 DEMANDBASE SLIDE 10 WHY ARE TRADITIONAL METRICS SO POPULAR? Born of B2C Native Metrics Easiest to Report
  • 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. © 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. © 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. © 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. © 2018 DEMANDBASE SLIDE 15 THREE LEVELS OF MEASUREMENT § Revenue Performance § Marketing Performance § Campaign and Web Metrics
  • 16. © 2018 DEMANDBASE SLIDE 16 BUSINESS OUTCOMES Close Rates Average Deal Size Funnel Velocity
  • 17. © 2018 DEMANDBASE SLIDE 17 MARKETING PERFORMANCE Target Account Activity Pipeline Account List Quality Influence Sources Customer Lifecycle Cost per Opportunity Account Penetration
  • 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. HOW DOES THIS IMPACT CHANNEL DECISIONS?
  • 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. © 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. © 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. © 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. © 2018 DEMANDBASE SLIDE 24 THE CREATIVE – FORRESTER WAVE Account-Based Advertising Google AdWords/Display & LinkedIn Sponsored Posts
  • 25. © 2018 DEMANDBASE SLIDE 25 LANDING PAGE FOR TESTS
  • 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. © 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. © 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. © 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. #SPS18 Q&A / Speakers John Dering Demandbase Andrew Gaffney Demand Gen Report
  • 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