ABM is making it easier to understand which companies to target while MA platforms are bringing a level of automation to the nurturing process. However, what must still happen in between targeting and nurture is positive demand generation. This session shares best practices from the world’s best demand marketers.

1. DEMAND ORCHESTRATION
© 2016 Integrate, Inc. 1
Forget about Bernie and Trump:
Is this years revolution

2. You Think This is a Revolution?
© 2016 Integrate, Inc. 2

3. © 2016 Integrate, Inc. 3

4. © 2016 Integrate, Inc. 4

5. Customers
are
dynamic,
we have to
be too!

7. Advanced Capabilities Are Emerging
VS
Predictive
Outbound &
Inbound Marketing
Account-­‐Based
Marke1ng
Demand Waterfall/Funnel

8. Today’s Demand Marketing Reality

9. Demand Marketing
Sophistication
Curve

10. 10
Demand Orchestration –
Next Evolution for B2B Marketers
Automate customer lifecycle data and
track sales & marketing activities to
turn prospects into customers.
Coordinate demand marketing activities
to engage, nurture and qualify
prospects.
Centralize management of the sources,
data and processes used to discover
and identify prospects.

11. Demand Orchestration Done Right

12. Orchestration at Work
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13. Let’s Look Closer at ABM & Predictive

14. Why All the Buzz?
© 2016 Integrate, Inc. 14
*Wakefield Research

15. FOUND A $1.7M
NEW OPPORTUNITY,
THIRD LARGEST DEAL IN
COMPANY HISTORY
3X HIGHER AVERAGE
OPPORTUNITY SIZE
$11,000 to $26,000
3X HIGHER MQL TO SQL
CONV RATE THAN ANY
OTHER CAMPAIGN.
73% MQL CONV RATE
$5.1M INCREMENTAL
PIPELINE IN ONE MONTH
$5.1M $1.7M
Search
B2b Web
MAP CRM
CORP
WEB
Connect
cross-channel
b2b data
Predict
Timing & Need
drive
sales & marketing
Predicting for buyers needs & timing

16. How Do You Know If You’re Ready
© 2016 Integrate, Inc. 16

17. ABM in 3 Steps
Discover
Target Accounts
Identify & Engage
Decision Makers
Measure &
Optimize

18. Step 1
Identify Target Accounts
• Account-Based Advertising
• Predictive Modeling
• Website Data
• Media Partner Data
• Search Data
© 2016 Integrate, Inc. 18

19. ABM Data
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20. Accounts are Critical. Also Remember…
”People” Scope and Sign The Checks

21. I’ve Identified the Right Accounts Now What?
I can…
• Reach out/execute programs to my
existing database of contacts?
• Alert sales to call all their contacts
they know within that account?
And….

22. Step 2
Identify & Engage New Decision Makers
Discover
Target Accounts
Identify & Engage
Decision Makers
Measure &
Optimize

23. Engage NEW Decision-Makers & Personas At
Target Accounts Using Your Content

24. Ensure Decision-Maker Data Is Accurate &
Actionable

25. Step 3
Measure & Optimize
Discover
Target Accounts
Identify & Engage
Decision Makers
Measure &
Optimize

26. Measure & Optimize to Ensure Maximal ROI

27. End Result:
Decision-Makers Within Target Accounts

28. 3 Key Takeaways
1. Get the basics right.
2. Build towards Demand Orchestration.
3. ABM is here to stay.

29. THANK YOU
Jeremy Bloom
jbloom@integrate.com