Account-based Marketing

1. Thanks for joining us today! W E B I N A R S E R I E S

2. Hello! Peter Isaacson Chief Marketing Officer Demandbase Ritesh Patel EVP, Chief Digital Officer Ogilvy CommonHealth Worldwide Rob Blackie Director of Social at Ogilvy

3. Tell us where you’re dialing in from! What’s the weather like in your city?

4. Want this deck? It will be available for download shortly after the webinar on: slideshare.net/socialogilvy Ogilvy staff: It’s also on The Market! themarket.ogilvy.com Are you on the go? You can join our webinars on mobile, too! Download the GoToWebinar app from the App Store or Google Play

5. TRADITIONAL DEMAND GEN IS BROKEN © 2016 DEMANDBASE # 5 Website visitors aren’t potential customers 82% Website visitors bounce after one page 60% Website visitors never fill out a form 97% CMOs struggle to prove impact of spending 67% Demandbase, Marketo, Adobe, CMO Survey

8. A NEW PATH FORWARD WITH ABM

13. © 2016 DEMANDBASE｜SLIDE 13 TIERS OF B2B MARKETING Strategic Accounts 5-50 accounts Target Account List 50-5,000 accounts Total Addressable Market 10,000+ accounts ABM ABM at Scale Traditional Demand Gen Technology

14. © 2016 DEMANDBASE｜SLIDE 14 ABM MATURITY MODEL Metrics and Goals Alignment Operational Alignment Philosophical Alignment SALES & MARKETING ALIGNMENT TARGET ACCOUNTS MARKETING PROGRAMS MEASUREMENT Positioning/Attribute Targeting Company Size or Industry Targeting Sales Cycle Targeting Analog and Digital Full Funnel Bottom of the Funnel /Lead Generation Full Funnel Digital Business Outcomes Campaign Performance Revenue Performance TIER1TIER2TIER3 ABM Maturity Model MATURITY

15. © 2016 DEMANDBASE / SLIDE 15 THE IMPACT OF ABM ABM provides much greater benefit than traditional approach ABM and traditional are same Traditional approach benefit is much greater 3.98 4.00 4.02 4.14 4.20 4.31 4.64 1 2 3 4 5 Customer Retention Rate Initial Contract Value Close Rate Return on Sales & Mktg. Investment Upsell/Cross-sell Overall LTV Alignment Between Sales & Marketing ABM OUTPERFORMS TRADITIONAL METHODS B2B marketers are realizing greater benefits from ABM across multiple areas TOPO: ABM State of the Market

16. © 2016 DEMANDBASE / SLIDE 16 THE IMPACT OF ABM TOPO: ABM State of the Market ABM provides much greater benefit than traditional approach ABM and traditional are same Traditional approach benefit is much greater 3.89 3.81 4.12 4.15 3.70 4.23 4.44 4.17 4.18 4.30 4.32 4.38 4.39 4.87 1 2 3 4 5 1 yr+ <1yr Alignment between Sales & Marketing Overall LTV Initial Contract Value Return on Sales & Mktg. Investment Upsell/Cross-sell Customer Retention Rate Close Rate ABM BENEFITS INCREASE OVER TIME The benefits of ABM vs. traditional marketing are more pronounced as you scale your efforts

17. © 2016 DEMANDBASE / SLIDE 17 THE DEMANDBASE DIFFERENCE COMPREHENSIVE ABM PLATFORM The only comprehensive set of solutions purpose built for the account-based needs of B2B MEASURE CLOSE CONVERT ENGAGE IDENTIFY ATTRACT

18. © 2016 DEMANDBASE # 18 DATA & AUDIENCE MANAGEMENT PLATFORM IP, AI & MACHINE LEARNING TECHNOLOGY COMPREHENSIVE ABM PLATFORM ATTRACT Account-Based Advertising Account-Based Retargeting ENGAGE Website Personalization CONVERT Forms, ABMA, Live Chat CLOSE Account-Based Sales Development IDENTIFY Account Identification MEASURE Web Analytics, Performance Manager Demandbase Action

19. © 2016 DEMANDBASE｜SLIDE 19 HOST ANALYTICS INCREASES OPPORTUNTIES WITH ABM MORE TARGET ACCOUNTS ENGAGED WITH WEBSITE LIFT IN VISITS FROM TARGET ACCOUNTS VISITOR-TO-FORM-FILL RATE2x FULL SUITE OF DEMANDBASE ABM SOLUTIONS DRIVE SUCCESS ACROSS THE FUNNEL 42% 134

20. © 2016 DEMANDBASE｜SLIDE 20 VERACODE REDUCES SALES CYCLE BY 66% LIFT FROM ACCOUNTS WITH NO PREVIOUS ENGAGEMENT FROM FORTUNE 500 COMPANIES DECREASE IN SALES CYCLE66 % 50 % ACCOUNT-BASED ADVERTISING AND ANALYTICS LEVERAGED TO ATTRACT AND ENGAGE FORTUNE 500 ACCOUNTS 100%

21. © 2016 DEMANDBASE｜SLIDE 21 THERMOFISHER SCIENTIFIC EXPERIENCES 17% YOY GROWTH YEAR OVER YEAR REVENUE GROWTH17% REVENUE GROWTH IN TOP 150 ACCOUNTS2x INCREASE IN CONVERSION 6.5% INCREASE IN ENGAGEMENT 5.6% ACCOUNT-BASED ANALYTICS LEVERAGED TO INCREASE ENGAGEMENT AND REVENUE REDUCTION IN BOUNCE RATE 7.7%

24. Questions? Peter Isaacson Chief Marketing Officer Demandbase Ritesh Patel EVP, Chief Digital Officer Ogilvy CommonHealth Worldwide Rob Blackie Director of Social at Ogilvy

Account-based Marketing

Ogilvy Consulting

Account-based Marketing