Account-Based Marketing Automation

(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


1. B2B Challenges 2. ABMA 3. Demandbase 4. Integrations with Eloqua 5. Q&A

What to expect today…

ABM is here to stay

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%

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

50%of marketing- generated leadsare never followed-upon by Sales- Miller Pierce, 2014 VOC Study

Leads aren’t valued

Identify the right accounts

STEP 1

Market to those accounts

STEP 2

Measure by accounts

STEP 3

Focus on what matters… Accounts


BIZGROUP

WE HAVE SOLUTIONS FOR FINANCIAL INSTITUTIONS

LEARN MORE

BIZGROUP HOME ABOUT US PRODUCTS CONTACT


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



MEASURE ANALYTICS

DEMANDBASE B2B MARKETING CLOUD

REAL-TIME IDENTIFICATION ENGINE & APIs

Demandbase B2B Marketing Cloud


BIZGROUP


LEARN MORE



ATTRACT ENGAGE CMS

MEASURE ANALYTICS

Demandbase B2B Data Cloud

CONTACT US:FULL NAME

EMAIL ADDRESS

COMPANY


CONVERT MAS, CRM


The ABM Ecosystem

ATTRACT ENGAGE CONVERT MEASURE


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


B2B Marketers want more from their MAS


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


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


Introducing ABMA

Shorter forms to drive conversions

Data append and refresh

Contacts organized by account

Account Score

Account-Based Nurture


Shorter Forms with Data Append


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


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


Visibility into Active Buying signals

14 21 287Engagement over time

Account Score 52 61 68 74


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


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