What marketing can learn from sales

The Account-Based Approach:
What Marketing Can Learn From Sales

January 30, 2013

Speakers

Amy Holtzman
Senior Marketing Manager, Demandbase

Jason Stewart
Director of Marketing, Demandbase

#accountbased | @jstewart_1 | @aholtzman

Confidential | © Demandbase 2012 All rights reserved. Slide 2
© Demandbase 2013 All rights reserved.

Agenda

 What is Account-Based Marketing
 How Salespeople Prospect
 How Marketers Program
 Account-Based Programs
 ABM In Practice
 Q&A



Account-Based Marketing

 A B2B Marketing practice which focuses
investment of resources on those accounts
most likely to result in revenue.



Account-Based Marketing: Why?

 B2B Marketing has evolved
– Better Data
– Better Tools
– Experience
– Example
– Insight

 Lead Volume vs. Lead Quality



Account-Level Engagement



What’s In It For Me?

 Natural alignment between Sales & Marketing

 Delivery of the right message, at the right time, to the
right accounts

 Improved conversion rates

 Increased revenue



The Foundation

 Sales & Marketing should develop a
common definition of accounts most likely
to yield revenue



Future Customers Look Like Your Current Ones



Handicapping the Race



How Salespeople Prospect



How Marketers Select Programs



Account-Based Programs



Demandbase Inquiries Q411-Q312



Demandbase Inquiries, MQLs & SALS Q411-Q312
*



Won Opportunity

Webinars 12%

Events 25%
Our Website Forms &
Nurturing Programs 63%



Won Opportunities

Webinars 12%

So what’s going on with
content syndication, virtual
events & third party emails?

Events 25%
Our Website Forms &
Nurturing Programs 63%



Influence on Won Opportunity
Third Party
Emails 1% When we look at how
INFLUENTIAL these tactics
have been, we realize they
Our Website touch a SIGNIFICANT
Forms & amount of revenue we’ve
Nurturing won, especially content
Programs 14% syndication.

Webinars 34%
Events 24%

Content
Virtual Events
Syndication 17%
10%



So what now?



Account-based marketing?



Aligning our demand gen to the target-account list

 For Q113 we’ve changed our content syndication vendors to
those that will generate leads only from our target-account list
– Pilots with 3 vendors
 1-month trail campaigns with each vendor to test lead quality
and gauge lead quantity and pacing
 Filters applied for test period
– Marketing titles only
– Managers & above
– North America only
– From our target-account list



These conversations with vendors are NOT easy

“We could never do a guaranteed
CPL program with named
accounts. We would lose too many
in the process and the CPL would be
ridiculous.”

“Can I ask why you don’t care
about any other companies? It
seems kind of like you’re
putting all your eggs in one
basket with this list.”

“I doubt there’s anyone out there who
will be able to do a program with the
parameters you’re seeking to an
efficient level.”



Test Company One
 Generates leads via their online content directory and through
telemarketing
 Because of the target-account list filter, Company One
determined telemarketing would be the best approach
 How it works:
– Publication rep calls target company contact
– Asks if they’re interested in receiving a Demandbase white paper
– If contacts says “yes,” rep confirms contact information
– Once contact information is confirmed, rep sends Demandbase white
paper to contact – this is when the contact is considered a lead for us
 Benefits:
– Accurate contact data
– Contact on the phone within the past week



Test Company One Early Wins

 92 leads generated in the first 3 days of the campaign – all from
out target company list, all meeting our criteria
 74 of these leads were NET NEW leads for us – that’s 74 NEW
contacts from our target list in 3 days!
 Within 24 hours of the leads posting to Salesforce.com, one of
our SDRs had a SAL/meeting set with a target company for a
large advertising opportunity
 4 MQLs  3 SALs in first week!



Next Steps

 Fine-tune Company One campaign and other syndication
campaigns
 Re-evaluate these vendors in early February
– Renew two working programs
– Cancel program that isn’t working
– Test additional vendors
 Incorporate account-based approach into more of our
marketing mix, wherever appropriate



And then we celebrate!



Our Approach & Key Learnings

Account-based marketing = targeting
companies most likely to buy

• Better identify our audience, segment and categorize
their needs

• Target the companies that matter to us

• Move our target accounts through the buying process,
from advertising to website to closed opportunity



Visitor Identification



About Demandbase



Questions



What marketing can learn from sales

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