Forget the Fluff: A Practical Approach to Measuring ABM

Kristen Wendel, Director of Marketing Operations@kewendel

Confidential © 2017 VersionOne

About Me

ERP Software - Acquired by Infor for $227M in 2007

Healthcare Billing Software – Acquired by ResMed for $800M in 2016 Supply Chain Software - Purchased by

JDA in 2012 for $1.9B

Banking Software – Sold to ACI Worldwide in 2012

• Over 12 years of B2B Software Experience

– Execute Demand Gen Programs

– Analyze and Optimize Marketing and SDR Performance & Process

– Implement MARTECH platforms to support revenue generation

– ABM and ABSD

Confidential © 2017 VersionOne

About VersionOne

• Founded in 2002; headquartered in Atlanta, GA• Leader in unified Agile and DevOps software solutions• Help software teams deliver better software faster• 33 Fortune 100 customers in addition to major government agencies• Successful deployments of up to15,000 users at Bank of America,

Boeing, Capital One, Cerner, Lockheed, SAP, Siemens, Social Security Administration, State Farm, USPS, Walt Disney, and Wells Fargo

• World-class agile training and transformation consulting services

4Confidential © 2017 VersionOne

• Compete against large players – Microsoft, CA, and Atlassian

• Historically reliant on inbound leads, yet missing out on being considered in evaluations

• With a lean team, ABM seen by marketing as best chance to focus on accounts most likely to buy

• Improve awareness, engagement, appointments, and pipeline of target accounts

Why ABM?

Target accounts and MQAs=

Fit + Intent (+ Engagement)Market Driven ABM/ABSD

Using Everstring, Bombora and Engagio to refine target accounts and direct urgent activity

Confidential © 2017 VersionOne 6

ABM/ABSD Approach

6Confidential © 2016 VersionOne

Select Accounts

Build Target Contacts

Promotion

MQAs

Check Engagio

Build 10+ More Contacts

Gather Account InsightCreate Content

Personalized Phone+Social+Email

ABM + ABSD = One Targeted Effort

Marketing Account-Based Value Creation

ABSD Value Creation

& Appointment Delivery

7Confidential © 2017 VersionOne

ABM• Awareness• Engagement• MQA• Opportunity

Leads Based• MQLs

• Form Fills• CTR

• Email Opens

ABM KPIs

© 2017 VersionOne 8

• Awareness– Are Target Accounts aware of your company

ABM KPIs

Confidential © 2017 VersionOne 9

• Engagement– Aggregate leads, contact and anonymous activity to show how

much time target accounts have spent engaging with your brand

ABM Metrics

Confidential © 2017 VersionOne 10

• MQA– A target or non-target account that has reached a level of

engagement to alert sales to get involved

ABM Metrics

11Confidential © 2017 VersionOne

ABM Results

Tier # of Accounts Engagement

% Engaged MQL

Sales Appt

Opps (I) Pipeline

Conversion to Opp

Tier 1 99 94 95% 40 7 8 $ 8.08%

Tier 2 545 406 74% 123 40 20 $ 3.67%

Tier 3 5341 1045 20% 243 65 51 $ 0.95%

12Confidential © 2017 VersionOne

• ~4,000 (target and non-target) enterprise prospect accounts were engaged quarterly with VersionOne

• 88% engagement: we know we can engage target accounts, ~40% of the engagement is pure product engagement

• Opp size: Target account opps are 40% larger (I-ACV) than the average

• Target accounts generated 40% of new Enterprise Initial pipeline

• Target accounts generated 23% of Enterprise Initial bookings – 6-9 month sales cycle

ABM Results

Q&A