How RingCentral Transformed Their Demand Gen with ABM

©2015 RingCentral, Inc. All rights reserved. RingCentral Confidential11 ©2015 RingCentral, Inc. All rights reserved. RingCentral Confidential1 ©2016 RingCentral, Inc. All rights reserved. RingCentral Confidential1

Building an ABM Program

Demand Gen At Scale Needs Better Intelligence

Inte

llige

nce

Scale

MARKETING IMPACT

Spreadsheet Marketing Automation

CRM

Open Web Social Web

©2015 RingCentral, Inc. All rights reserved. RingCentral Confidential3 ©2016 RingCentral, Inc. All rights reserved. RingCentral Confidential3

• email• phone• usage

1st PARTY DATA

“Mar Tech”

• owned site behavior

• email response• web behavior• social media activity

3rd PARTY DATA

“Ad Tech”

• Ad data - “Intent”

• anonymized datasets

It isn’t magic.

Individual and firmographic data constantly changes.

6.1%

of B2B professionals were promoted

Source: Data from the Leadspace B2B Index, Q1 2016

From Q4 2015 to Q1 2016:

1. Quality Of Underlying Data Is Critical

Change in Target Audience & Product

9.3%

of B2B companies made a significant change in their

technology mixSource: Data from the Leadspace B2B Index, Q1 2016

From Q4 2015 to Q1 2016:

2. Pure ”Black box” models usually don’t work

3. Need To Understand People AND Accounts

data from the Leadspace B2B Index, Q1 2016

Leadspace was built to understand individuals, aggregate the best B2B data and put insights into action.

CRM

Marketing Automation

CMS

Ads

API

Enrichment Scoring Discovery

Identify Buying Signals

Build Ideal Customer Profile

Aggregate & Blend Data

First- and third-party data

Leadspace Virtual Data Management + Predictive Applications

Execution Channels

YOUR OWN DATABASE

1st PARTY DATA

3rd PARTY DATA

B2B Marketers Seeing Real Impact

SDR Productivity

BASELINE LEADSPACE

65 hoursmore time selling per SDR

per quarter

Net-New Pipeline

$5-12MMore Pipeline

Lead Conversion

BASELINE LEADSPACE

41% liftin lead conversion rate(MQL to Closed-Won)


Cloud-based solutions to simplify and unify business communication

300,000+ businesses rely on RingCentral: SMB, mid-size, enterprise

Marketing has extended visibility and metrics throughout the funnel


David Cowings – Chief Marketing Data Scientist, RingCentral Leading ABM at RingCentral

13 years experience:

• VP of Product Management, ReachForce

• Sr. Manager of Operations, Symantec

• Director of Operations, Brightmail

4 patents focused on email optimization


The Search for Truth - RFP

Scale (10 million+ B2B contacts)

Real-time API

Accuracy and depth of data quality

Verification of employment & communications channels

Propensity to buy

The search for truth


3 core components of RingCentral’s ABM strategy

1. Build Most Accurate TAM DB

(Enrichment)

(Hierarchy)

2. Unify All Records to Our Definition of “Company”

(Real-Time Enrichment + Unique Key)

(Custom Object)

3. Operationalize ABM

Unified View For SalesPredictive

(Prioritization & New Verticals)


Company is defined as the largest parent organization based in the same country as its associated accounts

1. Defining company and company hierarchies

Company

Yum Brands GE Ace Hardware

Taco Bell KFC GE

EnergyGE

FinanceJack’s

Hardware

Century 21

Jill’s Realty

Jill’s Hardware

Jack’s Realty

Subsidiaries Divisional HQs FranchisesIndependent

Agents


2. Company / Account problem – disjointed data

ResCare Workforce Services People Owners

# of employee

ranges# Accounts # of

Industries

Contacts 277 7 5 13 5

Leads 94 30 5 N/A 18


Single source of truth for the total addressable market


# of employee


Industries

Contacts 277 7 5 13 5

Leads 94 30 5 N/A 18


# of employee


Industries

Counts 371 1 1 13 1

Values Travis Voss 1000+ 1 Company Healthcare

BEFORE

AFTER


COMPANY

COMPANIES

ACCOUNTS

LEADS CONTACTS

SALES REPRESENTATIVES

ABM migration to unify all records


BEFORECOMPANY

COMPANIES

ACCOUNTS

LEADS CONTACTS

SALES REPRESENTATIVES

AFTERCOMPANY

SALES REPRESENTATIVE

LEADS & CONTACTS

ACCOUNTS

productivity increase:65 hours/qtr for each rep ? COMPANY & PERSON

PRIORITIZATION

universalperpetualrefresh

CIO IT CC

ABM migration to unify all records


3. Operationalize ABM - Unified sales console

I can drill down into a company to see all associated Accounts, Opportunities, People

and Penetration

My Florida TerritoryI can view all Companies, Accounts, and

People regardless of ownership

I can prospect to find additional contacts I am missing

(all without leaving Salesforce)

I can find customer references near my prospects even if they aren’t part of my

territory


Operationalizing Predictive Analytics

Transparent predictive models

Intelligent capacity-based routing – throttling

Prioritization (qualify vs. nurture)

Picking the right targets

“I don’t know what I don’t know”- Finding opportunity in new verticals- Finding opportunities where I am not well

established

3. Operationalizing Predictive Analytics in ABM


Results

2.3x increase in actionable leads

Major reduction in data costs

Significant boost in net-new pipeline – higher conversion & larger deal size

“TURNED THE LIGHTS ON”

Helped determine once and for all who our biggest customers actually were.

The results of our ABM approach with Leadspace


Key Takeaways

Don’t paint yourself in a corner.

Define “company” and “company hierarchy.”

Find your own truth.

Activate your ABM model.

Key takeaways


Building an ABM Program