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Account-Based Marketing Automation
- 1. (C) 2015 Copyright Demandbase, Inc. | Demandbase Confidential ACCOUNT-BASED MARKETING AUTOMATION NICK ESSLING Sr. Account Executive Demandbase Indianapolis, IN KYLE GUTKE Sales Engineer Demandbase Salt Lake City, UT
- 2. (C) 2015 Copyright Demandbase, Inc. | Demandbase Confidential 1. B2B Challenges 2. ABMA 3. Demandbase 4. Integrations with Eloqua 5. Q&A What to expect today…
- 3. ABM is here to stay
- 4. More marketers are having SUCCESS with ABM 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%
- 5. What 3 Problems Are Still PLAGUING B2B Marketers? Of site traffic is NOT from target accounts 85%1 of target accounts do not engage on web site 80%2 of visitors do not complete call-to-action 97%3
- 6. 50%of marketing- generated leads are never followed-up on by Sales - Miller Pierce, 2014 VOC Study Leads aren’t valued
- 7. Identify the right accounts STEP 1 Market to those accounts STEP 2 Measure by accounts STEP 3 Focus on what matters… Accounts
- 8. (C) 2015 Copyright Demandbase, Inc. | Demandbase Confidential BIZGROUP WE HAVE SOLUTIONS FOR FINANCIAL INSTITUTIONS LEARN MORE BIZGROUP HOME ABOUT US PRODUCTS CONTACT WE HAVE SOLUTIONS FOR FINANCIAL INSTITUTIONS ATTRACT ENGAGE CMS CONVERT MAS, CRM DEMANDBASE B2B MARKETING CLOUD REAL-TIME IDENTIFICATION ENGINE & APIs Demandbase B2B Marketing Cloud CONTACT US: FULL NAME EMAIL ADDRESS COMPANY BIZGROUP HOME ABOUT US PRODUCTS CONTACT
- 9. (C) 2015 Copyright Demandbase, Inc. | Demandbase Confidential MEASURE ANALYTICS DEMANDBASE B2B MARKETING CLOUD REAL-TIME IDENTIFICATION ENGINE & APIs Demandbase B2B Marketing Cloud
- 10. (C) 2015 Copyright Demandbase, Inc. | Demandbase Confidential BIZGROUP WE HAVE SOLUTIONS FOR FINANCIAL INSTITUTIONS LEARN MORE BIZGROUP HOME ABOUT US PRODUCTS CONTACT WE HAVE SOLUTIONS FOR FINANCIAL INSTITUTIONS ATTRACT ENGAGE CMS MEASURE ANALYTICS Demandbase B2B Data Cloud CONTACT US: FULL NAME EMAIL ADDRESS COMPANY BIZGROUP HOME ABOUT US PRODUCTS CONTACT CONVERT MAS, CRM
- 11. (C) 2015 Copyright Demandbase, Inc. | Demandbase Confidential The ABM Ecosystem ATTRACT ENGAGE CONVERT MEASURE
- 12. (C) 2015 Copyright Demandbase, Inc. | Demandbase Confidential MAS is critical for B2B, but still challenging Most of the B2B buying cycle happens before the hand raise, but MAS focuses on known individuals B2B marketers are moving towards ABM and targeting accounts, but MAS is built to focus on individuals
- 13. (C) 2015 Copyright Demandbase, Inc. | Demandbase Confidential B2B Marketers want more from their MAS
- 14. (C) 2015 Copyright Demandbase, Inc. | Demandbase Confidential The “Perceived” Buyer Journey Individual Lead IT professional Targeted buyer job title/function sees ad Clicks on ad, fills out form, downloads WP Send form data to MAS, send nurture email Follow up with call from phone number listed on form Show demo Invite to webinar, last touch attribute Purchase
- 15. (C) 2015 Copyright Demandbase, Inc. | Demandbase Confidential The “Actual” Buyer Journey Ads Emails Webinar Research Event Sales Call Social Media Whitepaper DownloadPurchase Decision Known Unknown Reality: Non-linear, multi buyer, account-based
- 16. (C) 2015 Copyright Demandbase, Inc. | Demandbase Confidential Introducing ABMA Shorter forms to drive conversions Data append and refresh Contacts organized by account Account Score Account-Based Nurture
- 17. (C) 2015 Copyright Demandbase, Inc. | Demandbase Confidential Shorter Forms with Data Append
- 18. (C) 2015 Copyright Demandbase, Inc. | Demandbase Confidential Organize Contacts by Accounts BEFORE • Segmented database • Each color represents individual leads with no structure Good data Account Identification Firmographic Data Contact to Account Association AFTER • Cleaned database removes duplicate contact records • Contacts are grouped by accounts, with firmographic data added Incomplete Data Not Actionable Cleaned account-level data Incomplete Data Not Actionable
- 19. (C) 2015 Copyright Demandbase, Inc. | Demandbase Confidential Additional Structure at Account-Level Company Location Industry Sales Website Caterpillar Virginia Construction Over $5B Catny.com BEFORE Without Account-Based Marketing Automation AFTER With Account-Based Marketing Automation
- 20. (C) 2015 Copyright Demandbase, Inc. | Demandbase Confidential Visibility into Active Buying signals 14 21 287 Engagement over time Account Score 52 61 68 74
- 21. (C) 2015 Copyright Demandbase, Inc. | Demandbase Confidential Benefits of ABMA ▪ Organize individual contacts by account ▪ Enrich and update contact data ▪ Standardize B2B data in contact & account records ▪ Anonymous interactions identified via Account Score ▪ Execute Account-Based Marketing Nurture campaigns directly from Oracle Eloqua
- 22. (C) 2015 Copyright Demandbase, Inc. | Demandbase Confidential ACCOUNT-BASED MARKETING AUTOMATION NICK ESSLING Sr. Account Executive Demandbase Indianapolis, IN BETH TILTGES Field Marketing Manager Demandbase Chicago, IL KYLE GUTKE Sales Engineer Demandbase Salt Lake City, UT