The Business Case For Account-Based

Marketing

Part 2: ABM and Demand Gen

ABM and Demand GenThe Business Case for ABM Pt. 2

Hosted by: Mani Iyer, Kwanzoo CEO with Special Guests:

Ashley Kennedy, Obility SEM SupervisorNate Gancher, Obility SEM Supervisor

Thursday November 17th 10 AM PT/1 PM ET

Submit questions via Twitter to @kwanzoo w/ hashtag #ABMDoneRight

INTRODUCING TODAY’S SPEAKERS

Mani Iyer, CEO

KwanzooHost &

Moderator

Ashley Kennedy,

SEM Supervisor Obility

Nate Gancher, SEM Supervisor

Obility

TODAY’S AGENDA

1.ABM Display, B2B Retargeting and Demand Gen Overview2.Targeting and Segmentation – ABM vs Demand Gen3.Program Execution – ABM vs Demand Gen4.Measuring Program Success5.ABM and Demand Gen – Finding the right mix?6.Summary and Q+A

What is Account-Based Display Advertising?

North America (NAM)

EMEA

LATAM

APAC

Global Accounts

Web BrowserYou

r Ads

Users at your target accounts are served ads via matched cookies or matched IP addresses.

What is B2B Retargeting?

Your Website

Email Contacts

Other WebsitesYou

r Ads

Users who are either your email contacts or people who visited your websites are served ads as they browse the web.

Website Visitors

What are other channels for Demand Gen?

Pros & Cons of Channels

Targeting for ABM: The Power of Data & Reach

200M

1Billion+

Kwanzoo (Integrated with OMC|BlueKai)

Most Other Providers

Reachable Contacts (Based on Cookie Data)

Reachable Regions with IP DatabaseKwanzoo (multiple 3rd party IP

providers) Most Other Providers

Targeting for ABM: Seeking Higher Media Value & Buying Flexibility

Only One Media Purchasing Option

Other ABM Tech Providers

Provider DSP for Media Purchase

Multiple Media Purchasing Options

with real-time bidding tools

Kwanzoo Program

Kwanzoo DSP for Media

Other DSP for Media

OR

With Kwanzoo, programs can run 24/7, maximizing your account engagement.

$12 - 15

$22 - 30

Kwanzoo

Other ABM Tech Providers

Fully Loaded CPM

Targeting for ABM: More Options & Real-Time Insights

Kwanzoo Most Other Providers

Batch

Real Time

Kwanzoo Most Other Providers

Job Function

Job Title

Job Level

Partners’ Accounts

Competitors’ Accounts

Filt

ers

Repo

rtin

g

Better Filters, Better Targeting

Real-Time Data, Real-Time Decisions

Targeting for Demand Gen: Quality vs. Quantity

Lead Quality• Exact Match• Long-Tail Keyword Search• Geographically Specific• Targeted Ad Text• Negative Keyword Exclusions

VS.Lead Quantity• Broad Match Keywords• General Search Terms• Broad Geographic

Targeting• Vague Ad Copy• Limited # of Campaigns w/

Lots of keywords

BROAD

SEARCH

NUMBER OF LEADS

LEAD QUALITY

ABM with IP Targeting Uses Kwanzoo IP Data Base Target accounts based on their

business IP ranges

ABM Social Target social handles based on

accounts and personas Deliver ads to Facebook and Twitter

users

4 Kinds of ABM Display SolutionsABM with Job Title Targeting Integrated with OMC|BlueKai Target users based on Job Function,

Level, and Title

ABM with Past Purchase Targeting Integrated with OMC|BlueKai Target accounts that have purchased a

competitor’s product or solution AccountLists

Program Goals ABM Program

Serve ads to employees with specific titles at target accounts. ABM with Job Title Targeting

Serve ads to employees that work at target accounts in

specific locations. ABM with IP Targeting

Serve ads to accounts that purchased competitive products

in the past. ABM with Past Purchase

TargetingServe ads to relevant contacts at

target accounts on Facebook/Twitter.

ABM Social

Choosing a Program Based on Goals

Launching an ABM Display Program

ABM with Job Title Targeting

North America

& UKTarget

Accounts

ABM Ads Served

Customer Ad Creation,

Program Setup, and

Media Execution

Programmatic Ad Buying

ABM Engagement Reports

DSPABM Cookie

DatabaseAccounts, Job Titles, Functions, and Level

FiltersData Management

Platform

1Billion+ B2B Cookies

ABM with IP Targeting

ABM Ads Served

Ad Creation, Program

Setup, and Media

ExecutionProgrammatic Ad

Buying ABM

Engagement Reports

DSP

GlobalTarget

Accounts

Customer

ABM IP Database[multiple 3rd party IP

providers]Global Campaigns:

North America, EMEA,

LATAM, APAC IPs: 1xx.1x.1x.1xx,

2xx.2y.1y.2yy, […]

Minimum Program Launch Requirements

Program Type Minimum to Launch?

ABM with Job Title Targeting 50K to 200K Active Cookies & Mobile Device IDs

ABM with IP Targeting 200+ Mid-to-Large Enterprise Accounts (International Geos)

ABM with Past Purchase Targeting 1+ Competitor or Partner with 200+ Mid-to-Large Enterprise Customers

ABM Social 40,000+ Contacts at 500+ Mid-to-Large Enterprise Accounts

General Rule of Thumb: Aim to serve at least 1 Million ads per quarter.

Want to make sure you are going to reach enough accounts? Get an Account Coverage Report before you launch to see how many accounts you can reach.

Types of Demand Gen Campaigns

CORE ALMOST TEST

Core

Core campaigns generate first touch opportunities below your target cost per opportunity Branded Competitor campaigns Remarketing Key products/services

Almost

Almost campaigns generate FT opportunities slightly

above your target CPO Tangential keyword themes New product/service Contextual display

Test

Test campaigns are the unknowns, untested marketing channels or new betas Gmail Sponsored Promotions LinkedIn Display YouTube Remarketing and sponsored videos

Measuring Program Success

Measuring ABM Display Success

Ad Clicks Website Visits SDR Activity Pipeline Value

ABM Display Success

Control Accounts Test Accounts

The quickest and simplest way to measure ABM Display Success is to assign accounts on your account list to test and control groups prior to program launch.

Identify Control

AccountsEx: 300

Identify Test AccountsEx: 300

Run Marketing Programs:

Emails, SDR 1:1 Emails, Webinars,

Live Events

Run ABM Display

Programs

Measuring ABM

Success: Weekly Visitor

Journey & Summary

Measuring ABM

Success: The

Account Engagement Report

Measuring ABM Display ROI ABM Display Programs are used to generate opportunities from target

accounts. Therefore, you need to calculate a baseline opportunity from current SDR activity

and measure your display program success in terms of its added opportunity.

8Avg # of SDR Appointments

per Month

50%Appointments that

convert to Opportunities

$30KAverage Deal Size for a B2B

Company

$120K

Baseline Opportunity:

$120k x (#SDRs) x (# of Months)

AAdditional Accounts Engaged

through ABM Display

B%Engaged Accounts

that Convert to Opportunities

$30KAverage Deal Size for a B2B

Company

New Opportunities:

A x B% x $30K

New Opportunities from ABM Display

Baseline Opportunity

Demand Gen Tracking

Integrating platforms with marketing automation and sales

management system

Campaign Channel Cost Conversions CPA CvR MQLs Cost Per MQL MQL:Conversion

Cway Twitter $13,295.55 97 $137.07 2.11% 22 $604.34 22.68%

Software AdWords $15,703.58 100 $157.04 1.76% 24 $654.32 24.00%

Content AdWords $8,834.76 69 $128.04 3.64% 19 $464.99 27.54%

Strategy LinkedIn $6,427.05 43 $149.47 3.48% 21 $306.05 48.84%

Measuring Demand Gen Success

ABM and Demand Gen Do You Need Both?

Demand Generation: Share of Voice Stack

Objective: Grow awareness

Focus on increasing brand awareness:1. Saturate spend on branding campaigns2. Spend remaining dollars on Core campaigns3. If budget left over, use for Test campaigns

Demand Generation: Lead QuantityObjective: Grow sales database

Focus on lead volume:1. Determine new lead goals2. Budget for High Volume campaigns to meet lead

targets3. Run Core campaigns with remaining budget4. If budget left over, use for test campaigns

Demand Generation: Lead QualityObjective: Generate Sales

Focus on performance campaigns:1. Implement Account Based Marketing to

increase velocity in the sales funnel2. Identify 100% saturation on Core campaigns3. Layer with Outlier and Testing budgets

ABM and Demand Gen Finding the Right Mix

ABM and Demand Gen Recommendations & Best

Practices

ABM Best Practices

Understand How Sales is Organized and Key Sales Metrics

Map Your Accounts into ABM Pyramids and Define Spend

Prioritize ABM Display Programs Towards Your Growth Accounts

Implement the Kwanzoo APB Model to Track Accounts Until They Convert to Opportunities

Develop a Clear Process for Measuring ABM Display Success

Start With Pilot Budgets and Scale Over Time

Top

Growth

Wide-Net

B2B Demand Gen Best Practices

Quality over quantitySaturate spend towards core campaigns and top performing platformsOptimize performance based on backend dataAlign content and messaging with stage in the buying cycle

YOUR QUESTIONS?

It’s time for YOUR questions. Please submit them in one of the following ways: Submit your question(s) via Twitter by tweeting them to

@iyermani or @kwanzoo with hashtag #ABMDoneRight Submit your question(s) directly via the Questions

window via GotoWebinar

ABM and Demand Gen Resources

ABM Account Coverage Report http://www.kwanzoo.com/cms/ account-coverage-report/

[Ebook] The Business Case for ABM http://bit.ly/Business_Case_for_ABM_Ebook

B2B Marketing Guide to Competitor Targeting http://www.obilityb2b.com/ppc/competitor-targeting/?offer=competitor

B2B Guide to Online Marketing with Marketing Automation http://www.obilityb2b.com/ppc/landing-ppc-with-marketing-automation/?offer=backend

Thank You!

For more information, contact Kwanzoo via: Phone: +1.408.216.7025 Email: info@kwanzoo.com Website: www.kwanzoo.com Social Media:

Twitter: @kwanzoo and @iyermani LinkedIn:

https://www.linkedin.com/company/ kwanzoo-inc-/

For more information, contact Obility via: Phone: +1.503.765.7581 Email: info@obilityb2b.com Website: www.obilityb2b.com Social Media:

Twitter: @ObilityB2B

Thank you for joining us!