Slide 2 Confidential | © Demandbase 2013 All rights reserved.
• Why Target Accounts?
• The Account Based Marketing Framework
• The Foundation of ABM: The Target Account List
• Creating and Using your Target Account List
• Amit Varshneya, VP Consulting Services
Account Based Marketing
Slide 4 Confidential | © Demandbase 2013 All rights reserved.
Buyer 2.0 is Savvy, Standoffish, and Selective
SiriusDecisions
67%
of the buyer’s journey is now done
digitally
Forrester
66 - to -
90% through their journey
before they reach out to the vendor
CEB
57%
complete by the time a supplier is engaged
BOTTOM LINE: A large portion of the buying process is done online and without Sales.
Slide 5 Confidential | © Demandbase 2013 All rights reserved.
Buying starts long before the hand-raise
First Visit Hand-Raise Close
Buying Cycle
Sales Cycle
• Problem Definition • Exploring Possible Solutions • Buyer Research
• Making the decision • Justifying Decision • Pricing/Contract
ONLINE ENGAGEMENT
Slide 6 Confidential | © Demandbase 2013 All rights reserved.
Digital habits have changed B2B buying
75% of buying activity happens before a hand raise.
40% more stakeholders than 4 years ago.
-Forrester
-IDC
Slide 7 Confidential | © Demandbase 2013 All rights reserved.
Who does a B2B company sell to? TARGETING ACCOUNTS IS BETTER!
BUSINESS UNIVERSE
1+ Employees
6,000,000
$100M Revenue
20,000
$1B Revenue
3,500
Companies
28,000,000
Slide 8 Confidential | © Demandbase 2013 All rights reserved.
• Account Based Marketing focuses resources on the companies most likely to result in revenues
Account Based Marketing
Slide 11 Confidential | © Demandbase 2013 All rights reserved.
Getting started with a Target Account List
Iterate • Test Assumptions against best customers • Build additional attributes & attribute values • Expand/Drop attribute list
2
Gather • Constituents – Sales, Marketing, Business • Attributes – Describe your market segments • Customer List – Your best customers
1
Prioritize • Set of attributes and values • Universe of Targetable Accounts • Maintenance and Review Process 3
Deploy 4 • Create Segments of MVCs • Map experiences and benchmark • Attract – Engage – Convert – Measure
Slide 12 Confidential | © Demandbase 2013 All rights reserved.
• Constituents • This is not a “Marketing” project • Common Stated Goal
• Assumptions of your target segment attributes and values
• Who are your best Customers?
GATHER
* Revenue * Geography * Industry * Employees
= Enterprise = North America = IT Companies = 1,000+
> $1Bn = United States, Canada, Mexico = Software & Technology = 1,000+
Agree on a specific list of accounts that are most likely to result in revenue and to then to jointly focus efforts on only these accounts
Slide 13 Confidential | © Demandbase 2013 All rights reserved.
• Looking under the hood at Demandbase
Lets work through an example
Slide 14 Confidential | © Demandbase 2013 All rights reserved.
• Members of Target Account List Project • Sales, Marketing, Sales Ops, Mktg Ops, • Progress review with CMO, SVP Sales
• Assumptions of Target Segment attributes • Revenue > $500Mn • Geography = US, Canada • Employees = 1000+ • Industry
• Size of Target account pool • 13,000
GATHER
Slide 15 Confidential | © Demandbase 2013 All rights reserved.
• Electronic Arts
• JC Penney, McDonalds
• Procter and Gamble
• AMC Entertainment
• US Department of Defense
• Tractor Supply Company
• Devry
• Fluor
• Coca Cola Company
• Shell
• National Beef Packing
• Kraft Foods
Members of this segment
Slide 16 Confidential | © Demandbase 2013 All rights reserved.
• Adobe
• Cisco
• Docusign
• Lithium
• NetApp
• VMWare
• Workday
• IronMountain
• Rockwell Automation
• JP Morgan Chase
• AT Kearney
What do Customers look like?
1 Oracle-Eloqua StrongView Plex VMWare RGIS RingCentral BlueCoat Cisco Autodesk SAP LivePerson
1b CyberSource HP ExactTarget Motorola VMWare Workday Extole Genesys Juniper Castlight Dell Renesas CenturyLink Oracle-Responsys
Slide 17 Confidential | © Demandbase 2013 All rights reserved.
• Test assumptions against best customers
• Do your segment attributes accurately capture your MVCs?
• Look for patterns in the outliers • Are outliers truly outliers?
• Are certain attributes and values common? • Expand attributes & attribute values • Drop attributes & attribute values
ITERATE
Slide 18 Confidential | © Demandbase 2013 All rights reserved.
• Adobe
• VMWare
• Docusign
• Workday
• Lithium
• NetApp
• IronMountain
• Rockwell Automation
• JP Morgan Chase
• AT Kearney
What do Customers look like?
Slide 19 Confidential | © Demandbase 2013 All rights reserved.
What do Customers look like?
Customer Industry Revenue Range
Employee Range
B2B Web Traffic Key Marketing Technologies
Adobe Software & Technology
>1Bn >1000 B2B Very High AA, Eloqua, AEM
VMWare Software & Technology
>1Bn >1000 B2B High AA, Eloqua, T&T
Docusign Software & Technology
<100Mn <500 B2B High Eloqua, Google Analytics
Workday Software & Technology
>500Mn >500 B2B Medium Marketo, AA, Google Analytics
IronMountain Business Services
>1Bn >1000 B2B Medium Eloqua, Google Analytics
Rockwell Automation
Manufacturing
>1Bn >1000 B2B Low Eloqua, Google Analytics
JP Morgan Financial Services
>1Bn >1000 B2B High Adobe, Marketo
BlueCoat Software & Technology
>1Bn >1000 B2B High Eloqua, SFDC,
Cisco Telecom >1Bn >1000 B2B Very High Adobe Analytics, Insight, Marketo
Slide 20 Confidential | © Demandbase 2013 All rights reserved.
• Target Segment attributes • Revenue > $100Mn; $25Mn (S&T) • Geography = US, Canada • Employees = 1000+ • Industry • B2B Yes • Web traffic > 50,000 visits per month • Marketing Sophistication = Mktg Technology from
Eloqua, Adobe Marketing Suite, Google Analytics,
• Size of Target account pool • 14,000
ITERATE
Slide 21 Confidential | © Demandbase 2013 All rights reserved.
• Set of attributes and attribute values • Prioritize attributes
• Universe of Target Accounts from agreed attributes • Prioritized List of Target Accounts • Leave room for “outliers”
• Maintenance and Review process • Process and criteria for adding/deleting
accounts • Attribute and list review cycle • Single Source of Truth
PRIORTIZE
Slide 22 Confidential | © Demandbase 2013 All rights reserved.
• Prioritized list of attributes • B2B B2B • Web Traffic Very High, High, Medium • Marketing Tech Adobe Analytics, AEM, Drupal,
Google Analytics, Eloqua, Marketo
• Geography US, Canada • Revenue >100Mn, >25Mn • Industry Software & Tech, Telecom, Business
Services, Financial Services,
• Prioritized list of accounts • ~ 14000
• Process and system for accounts addition/deletion
• Single Source of Truth
Target Account List
Slide 23 Confidential | © Demandbase 2013 All rights reserved.
• Identify segments of MVCs within the Targetable List • Deploy as Account Watch across modules
• MEASURE : Benchmark MVC performance
• ATTRACT : Create awareness
• ENGAGE : Personalized experience
• CONVERT : Lift conversion rates and data
DEPLOY
Slide 24 Confidential | © Demandbase 2013 All rights reserved.
• Northwest Analytics Segment • Target Account = YES • Marketing Technology = AA, GA Premium • Geo = Oregon, Washington, Northern California
• Software & Tech • Target Account = YES • Industry = Software & Tech
• Eloqua Users • Target Account = YES • Marketing Tech = Eloqua
• Analytics Customers
Target Segments
Slide 25 Confidential | © Demandbase 2013 All rights reserved.
Nuances to remember
• This is not just a Marketing exercise
• Apply Art to Science
• Agree on definitions and sources of truth for each attribute
• Lists evolve - Include outliers
• Look for unexpected patterns
Slide 27 Confidential | © Demandbase 2013 All rights reserved.
ABM at Demandbase
• Shari Johnston
• Sr. Dir. Marketing
• Shari Bio
• Gabe Rogol
• VP, Sales
• Gabe Bio
Slide 28 Confidential | © Demandbase 2013 All rights reserved.
Results
• Decrease in Lead Volume passed to MDT 70%
• 10% Increase Inquiry to MQL since January
• 12% Increase in SAL to Pipeline
• Increase in Web Engagement for our Target Accounts • 6% Prospect • 5% Customer
Slide 29 Confidential | © Demandbase 2013 All rights reserved.
Gather • Constituents – Sales, Marketing, Business • Attributes – Describe your market segments • Customers – Your best customers
Target Account List Foundation
Test • Test Assumptions against best customers • Build additional attributes & attribute values • Expand/Drop attribute list
Finalize • Set of attributes and values • Universe of Targetable Accounts • Maintenance and Review Process
Deploy
2
1
3
4 • Create Segments of MVCs • Map experiences and benchmark • Attract – Engage – Convert – Measure
Slide 30 Confidential | © Demandbase 2013 All rights reserved.
What should you do next? Where are our customers with ABM?
Eager to Learn - Haven’t begun ABM -
Eager to Start - Need to get started - Alignment/Buy-in exists - Need tools/help to get started with Target Account List process
Eager to Continue - Need to get started - Alignment/Buy-in exists - Need tools/help to get started with Target Account List process
Eager to Improve/Share - Need to get started - Alignment/Buy-in exists - Need tools/help to get started with Target Account List process
Slide 31 Confidential | © Demandbase 2013 All rights reserved.
• Build list of most valued companies/customers
• Receive list of attributes that describe these accounts
• Receive list of attributes that allow you to include most accounts
• Receive the GOLD list - most targetable list of target accounts
• Target Account List seamlessly setup as Account Watch attributes for Analytics and Content and as Target Lists for CTA
Account Based Marketing Service
Slide 33 Confidential | © Demandbase 2013 All rights reserved.
What’s Your Number?
Identifying and Targeting MVCs
• Location :
• Time :
Analytics and Personalization
Measuring and Creating Engagement
• Location :
• Time :
Which Workshop is next?
Slide 35 Confidential | © Demandbase 2013 All rights reserved.
Develop a Strategic Plan • Align sales to new logo acquisition for these
shared targets
• Focus Marketing on only these accounts
• Are they on your site?
• Advertise to them
• Engage them on your site
• Work with vendors who can
provide leads only from
your target accounts
• Create new nurtures
• Target
• Non-Target
• MDT Talk Tracks
• In Pipe & Customer Marketing
Slide 36 Confidential | © Demandbase 2013 All rights reserved.
Process & Systems
• Systems • Website! • Demandbase • M Automation • SFDC • CMS • Full Circle CRM
• Processes • Targets for all • Qtrly List Review • MDT Qualification
Limits • Training for all • Weekly Alignment
Meetings
Slide 37 Confidential | © Demandbase 2013 All rights reserved.
Adobe®
Analytics
Digital Analytics
Adobe®
Experience Manager
Adobe®
Target
The Demandbase Platform & Ecosystem
Real-time Identification Engine
Company- Targeted
Advertising
Website Optimization Suite
Analytics Content Targeting
Forms Chat
Sales IQ Suite
CRM Chat
Slide 38 Confidential | © Demandbase 2013 All rights reserved.
What Can I Do Now to Get Started?!
• Check out our ABM Resource Center • http://www.demandbase.com/account-based-
marketing/
• Talk to Sales about possible impacts of ABM
• Consider implications of implementing ABM
• Start with your customers- Research Project
• Build your target list
• Plan to iterate!
[email protected] @jenpwkboxer