Top 3 Web Analytics Reports to Boost Your ABM Strategy

Scott Loftin, Customer Success Rachel Balik, Product Marketing

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Agenda

§  Why B2B Analytics §  The Value of Demandbase §  Reports §  Q&A

© 2015 Copyright Demandbase, Inc. Demandbase Confidential.

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Account-Based Marketing

Identify the companies most likely to buy, and then market to them

© 2015 Copyright Demandbase, Inc. Demandbase Confidential.

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Why Account-Based Marketing?

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• Ensures attention is given to top prospects/customers • Defines growth and timing based on account specifics

Focuses on best opportunities

• More efficient with a defined universe • Delivers on their target accounts

Supports sales reality

• Linked to greater customer satisfaction and retention • Customers experience less noise, respond at higher rates

to more relevant outreach

Delivers customer-centric experience

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Customers

Prospects

Partners

Define Segments and Business Objectives

Upsell

Renewal

Aware-ness

Trial

Purchase

Re-Engage

Competi-tive

Acquire

Inform

CoSell

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Three Pillars of B2B Analytics

Website Goals Content

Visitor Segments

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COMPANY PROFILE •  Geography •  Industry/Vertical •  Company Size

(Revenue, Employees) •  Technology Stack

STANDARD •  Demographics •  Interests •  Geography •  Technology •  Behavior

Visitor Segments that work best for B2B

NAMED ACCOUNTS •  Relationship Type •  Prospect •  Customer •  Partner •  Competitor

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Audience Report Account Watch Report Source of Traffic Report

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Thanks! Q&A