The New Normal - Account-Based Selling Meets Account-Based Marketing
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Presented on Nov 19, 2015 John Dering, Director of Marketing Programs at Demandbase discusses Account-Based Marketing and how it delivers growth for B2B companies through a targeted focus that aligns the sales and marketing departments.
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The New Normal - Account-Based Selling Meets Account-Based Marketing
- 1. #LLCSeries The New Normal: Account-‐Based Selling Meets Account-‐Based Marke;ng SPONSORED BY
- 2. About Demand Gen Report • Launched in 2007 to track best practices in lead generation • Newsletter has grown to more than 30,000 readers • We also offer a menu of research and best practices reports • New audio/video podcasts at DemandGenReport.com @DG_Report h#p://linkd.in/DG_Specialists
- 3. #LLCSeries On24 Logis1cs • Whitepaper • Datasheet • Contact Us Link
- 4. Panelists John Dering Director, Marke1ng Programs Demandbase MODERATOR: Andrew Gaffney Publisher, Demand Gen Report @D_Rang
- 5. The New Normal: Account-Based Selling Meets Account-Based Marketing John Dering Director, Marketing Programs Demandbase @D_Rang
- 6. Question 1 What part of the organization are you in?
- 7. GOOD NEWS Marketers can measure everything
- 8. BAD NEWS We’re measuring the wrong things
- 9. What we like to Measure Click Through Rates Impressions/CPMs Web Traffic Unique Visitors Conversions Inquiries MQLs
- 10. Evolution of B2B Marketing 1995 2000 2005 2010 Drive Traffic Going digital: Website and ads Funnel Optimization
- 11. Why are we focused on THESE METRICS? Because… • They are easy • it’s what we know • we can control them • we confuse measurement for goals
- 12. What we like to Measure Click Through Rates Impressions/CPMs Web Traffic Unique Visitors Conversions Inquiries MQLs
- 13. How we should Measure our performance Opportunities Pipeline Close Rates ACV Funnel Velocity Target Account Activity Lift Retention And Upsell
- 14. Measure everything But set goals on business impact
- 15. We focus on quantity instead of quality
- 17. Question 2 What is your awareness of Account-Based Marketing?
- 18. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 18 Account-Based Marketing Identify the companies most likely to buy, and then market to them
- 19. Why Account-based Marketing? Focuses on best opportunities Delivers customer-centric experience Supports Sales reality Connects Marketing to revenue
- 20. Evolution of Account-Based Marketing 1995- 2005 2005-2012 2012>>> • Limited in scale (25-50 accounts) • Field Mktg centric • Analog in approach • Improved scale • Email centric • Industry focused • Post hand raise • Reactive • Fully scalable (5000+ accounts) • Full funnel • Multiple targeting options • Pre hand raise • Proactive
- 21. What drove the change? § IP Targeting § Account-based, real time bidders § Real time customization § More bandwidth/faster speeds § DMPs § Frustrated B2B Marketers
- 22. More marketers are AWARE of ABM of B2B companies are aware of ABM. 75% of marketers say that ABM delivers higher ROI than any other marketing approach. 84%
- 23. of B2B companies employing ABM plan to increase their ABM efforts over the next 12 months. 72% of B2B companies employing ABM plan to invest more in technology over the next 12 months. 61% More marketers are USING ABM
- 24. of B2B marketers employing ABM stated they are aligned with sales. 91% of B2B companies said Account-Based Marketing has an impact on marketing’s success. 96% More marketers are having SUCCESS with ABM
- 26. Getting Started with ABM Align sales and marketing Identify target accounts Develop ABM Marketing Plan Measure
- 27. Align Sales and Marketing Philosophical Alignment § Shared belief in an account-based approach § Commitment to collaboration Operational Alignment § Target account list selection § Metrics and goals § Planning and cadence execution
- 28. Question 3 How aligned are your sales & marketing organizations?
- 40. Develop ABM Marketing Plan Awareness • Account-based advertising • Syndicated content • Events/Tradeshows Engagement • Website personalization • Webinars • Social • Case studies Conversion • Forms/Chat/Sales Accelerator • Field Events • Contact Me Analog and Digital
- 41. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% -12 -11 -10 -9 -8 -7 -6 -5 -4 -3 -2 -1 0 Months Before MQL Field Marketing Contact Me / Demo Request Webform Webinar Event Marketing Impact- Pre MQL
- 42. Measurement Measure across the funnel § Connect everything to revenue § Measure everything, but set goals on business drivers § Course correct your plans and spend based on results
- 43. Prospects Customers Pipeline Transpor’tion Food & Bev Entert’ment Account Type Industry Full Funnel approach: Attract: Account-based advertising Engage: Website personalization Convert: Forms Measure: Website analytics Results 74% YOY Increase in marketing generated pipeline opportunities
- 44. Target Accounts 200 accounts across industries, including automotive, consumer electronics, medical and manufacturing. Full Funnel approach: Attract: Account-based advertising Engage: Website personalization Convert: Forms Measure: Website analytics Results 156% increase in opps for automotive 54% increase in opps for CE Industry Type Consumer Electronics MFG Medical Automotive
- 45. Industry Type YOY Pipeline Opps Financial: +90% Technology: +150% Business Services: +200% Medical: +250% Financial Business ServicesMedical Technology
- 46. Demandbase Funnel Metrics MQL SAL PIPELINE CLOSE 82% 49% 24% 96% 64% 42% ñ17% ñ51% ñ75%
- 47. Demandbase Business Metrics Sales Team Close Rate ACV Funnel Velocity Enterprise +285% +35% +2% Mid Market +166% +40% -20% Advertising +57% +31% +65%
- 48. Thank you! John Dering Director, Marketing Programs Demandbase @D_Rang