Expert ABM: Solving Your Biggest B2B Marketing Pains

EXPERT ABM

#ExpertABM

B2B Marketing Expo, Mar 28 2017

Paul Gibson RVP EMEALeanne Moir, Sr. Field Marketing Manager, EMEA

SOLVING YOUR BIGGEST B2B MARKETING PAINS

AGENDA

#ExpertABM

§ How is B2B Marketing Changing§ B2B Marketing Biggest Pains § What ABM at Scale Delivers

© 2017 DEMANDBASE｜SLIDE 3

YOUR WEBSITE IS A CRITICAL MARKETING VEHICLE

channel in making the purchase decision.

-DemandGen Report

70% of buyers have indicated that the VENDOR’S WEBSITE

MOST INFLUENTIAL was the

,


B2B MARKETING INCREASINGLY DIGITAL

- SiriusDecisions

67%Of the buyer’s journey isNow done digitally.


THE BUYERS JOURNEY HAS CHANGED

SALESCALL LEAD

SOCIALMEDIA

WEBSITEVISIT

SEARCH

DETERMINEPROBLEM

WEBSITEVISIT

WEB RESEARCH FRIENDS &

FAMILY

INTE

REST

Marketers miss out on the buying signals that occur pre hand raise…

…and the signals that occur once a prospect is in a sales cycle.


TRADITIONAL DEMAND GEN IS BROKEN

© 2017 DEMANDBASE | SLIDE 6

Demandbase, Marketo, Adobe, CMO Survey

Website visitors aren’t potential customers

82% Website visitors bounce after one page

60%

Website visitors never fill out a form97% CMOs struggle

to prove impact 67%

WRONG ACCOUNTS ON YOUR WEBSITE

LOW ENGAGEMENTWITH YOUR CONTENT

WEBSITE VISITORSREMAIN ANONYMOUS

ROI DIFFICULT TODEMONSTRATE


FOCUS ON WHAT MATTERS: ACCOUNTS

ACCOUNT-BASED MARKETING ENABLES B2B MARKETERS TO IDENTIFY AND TARGET THE ACCOUNTS THAT MATTER MOST

Identify the accounts that matter most

Market to those

accounts

Measure the results by accounts


TIERS OF B2B MARKETING

Strategic Accounts5-20 accounts

Target Account List20-5,000 accounts

Total Addressable Market10,000+ accounts

ABM

ABM at Scale

Traditional Demand Gen

Technology


FocusesON BEST OPPORTUNITIES

ConnectsMARKETING TO REVENUE

SupportsSALES REALITY

DeliversCUSTOMER CENTRIC EXPERIENCE

WHY ACCOUNT-BASED MARKETING?

ABM

© 2016 DEMANDBASE / SLIDE 10

THE IMPACT OF ACCOUNT-BASED MARKETING

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 BetweenSales & Marketing

ABM OUTPERFORMS TRADITIONAL METHODS

B2B Marketers Realise Greater Benefits From ABM Across Multiple Areas

TOPO: ABM State of the Market

© 2016 DEMANDBASE / SLIDE 11

THE IMPACT OF ACCOUNT-BASED MARKETING

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

Customer Retention Rate

Initial Contract Value

Close Rate

Return on Sales &Mktg. Investment

Upsell/Cross-sell

Overall LTV

Alignment BetweenSales & Marketing

1 yr+ <1yr

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

ABM BENEFITSINCREASE OVER TIME

The Benefits of ABM vs.Traditional Marketing More Pronounced at Scale

#ExpertABM

WHAT WE HEAR

B2B MARKETING’S BIGGEST PAINS

#ExpertABM

OVERCOMING 3 Biggest Pains

- Strategy Built on Guesswork- Content Not Being Seen- Advertising Not Performing


BIGGEST PAIN #1

YOUR STRATEGY ISBASED ON GUESSWORK

Website visitors never fill out a form97%

Remember…


UNDERSTAND YOUR CURRENT STATE

CAN YOU ANSWER?§ Which accounts are

coming to your site?

§ Which accounts re NOT coming?

§ How long are they staying?

§ What content are they consuming?0%

5%

10%

15%

20%

25%

COMPANIES BY INDUSTRY


ANALYTICS INSIGHT WITH GOOGLE ANALYTICS

In addition to company name identification, Demandbase can provide over 40 attributes related to each company – details such as revenue, number of employees, location etc.

This allows you to look at trends based upon companies that share certain attributes. For example engagement based upon specific Industry.


ESTABLISH BUSINESS GOALS

Manufacturing is my key segment, but traffic low

Attract more Manufacturing accounts

Energy/Utilities accounts are coming, but bouncing

Boost engagement from Energy/Utilities accounts

Enterprise accounts are engaging, but not converting

Increase conversions from Enterprise accounts


BIGGEST PAIN #2

YOUR BUYERS DON’T ENGAGE WITH YOUR CONTENT

Remember…

Website visitors bounce after one page60%


DATA TO POWER YOUR WEBSITE

PERSONALISE WEBSITE EXPERIENCES FOR TARGET

ACCOUNTSCustomerIT ServicesStatus: Renewal

Prospect Not In-PipeIndustry: TelecomAudience: EnterpriseEmployees: 241,000

Xerox -

ProspectIn-PipelineIndustry: RetailEmployees: 159,000Status: Prospect

Find out how we help Telecoms build better relationships


QUICK RESULTS BY PERSONALISING TEXT

OPTIONS:

Industry/Vertical1

2 Company Size

3 Company Name


ADD IMAGES FOR BETTER ENGAGEMENT

OPTIONS:

Industry/Vertical1

2 Company Size

3 Account Status


BIGGEST PAIN #3

YOUR ADVERTISING UNDERPERFORMS

Remember…

CMOs struggle to prove impact 67%


ADVERTISE WITH ZERO WASTE

MEASURE RESULTS BY ACCOUNT

TARGET ACCOUNTS ADVERTISE ONLY TO THOSE COMPANIES ACROSS THE WEB

Top-tier Exchanges and Publishers

+2,000 brand-safe sites


DYNAMIC, PERSONALISED AD CREATIVE

GENERAL COMPANY-TARGETED

Company NameTesla

IndustryHealthcare

Company SizeEnterprise

Creative is for demonstration purposes only. Not a case study. 21 custom attributes are available for personalization.

Learn More

COMCASTBUSINESSDRIVESBUSINESS

Learn More

SEE HOW OTHER ENTERPRISE COMPANIES DRIVE BUSINESS

Learn More

SEE HOW HEALTHCAREIS DRIVING BUSINESS

Learn More

TESLA, EVER WONDER WHAT IT’S LIKE TO SIT ON A CLOUD?


TARGETING FOR BUSINESS CONTEXT


TARGETING FOR PAGE LEVEL CONTEXT

#ExpertABM

ABM AT SCALE DELIVERS


AFFECT METRICS THAT MATTER

• Better Engagement• Reduced Bounce• Less Wasted Budget/Time/Resource• Accelerated Funnel Velocity• Increased Average Contract Value• Higher Close Rates

#ExpertABM

Q & A

VISIT US AT STAND B515

Expert ABM: Solving Your Biggest B2B Marketing Pains

Marketing

Transcript of Expert ABM: Solving Your Biggest B2B Marketing Pains