Don Wight
Chief Revenue Officer
Demandbase
Email: [email protected]
Bridging the Great Divide:
Aligning Sales and Marketing
The sales and marketing divide
MARKETING SALES
Leads
Personas
Quantity
Individuals
Opportunities
Buyers/Influencers
Quality
Accounts
MARKETING SALES
The result…
Marketing isn’t
supporting us
We delivered
1,238 MQLs this quarter.
+27% above goal!”
Focusing on volume wastes time and money
4.4% Inquiries
Convert
.03%Inquiries to
closed/won
Source: Sirius Decisions
Leads aren’t valued…
of marketing
generated leads are
never followed
up by sales.
50%
- Miller Pierce, 2014 VOC Study
The buying process happens before the lead is created
SALES
CALL LEAD
SOCIAL
MEDIA
WEBSITE
VISIT
SEARCH
DETERMINE
PROBLEM
WEBSITE
VISIT
WEB
RESEARCHFRIENDS
AND FAMILY
Typical B2B Buying Process
B2B can’t use B2C tactics
Spray and Pray• Quantity ≠ quality
• Wasted resources
Persona Marketing• Targeting based on behaviors
• Right person, wrong company
Targeting Accounts• B2B buys & sells by account
• Aligns marketing with sales/revenue✔
Why Account-Based Marketing?
• Ensures attention is given to top prospects/customers
• Defines growth and timing based on account specifics
• More efficient with a defined universe
• Delivers on their target accounts
• Linked to greater customer satisfaction and retention
• Customers experience less noise, respond at higher
rates to more relevant outreach
Focuses on Best Opportunities
Supports Sales Reality
Delivers Customer-Centric Experience
The Process
1
2
3
4
5
6
Identify stakeholders in marketing and sales
Use predictive analytics to help establish target account list
Scrub list with sales and marketing stakeholders
Develop marketing and sales engagement plans around those accounts
Execute marketing programs
Refresh target list quarterly
3
2
1
Identifying key account attributes
Multimedia
TechnologiesAnalyticsMarketing
Automations
Web Hosting
Platforms Live Chat
4
Overall technology applications used
Complexity of website
Social Activity
Revenue
Target Geo: Midwest IL, OH, MN, WI, MO
Total Accounts in Territory: 270• # Touched by Q3 Programs: 135
• Average # of Contacts per account: 6
• Average # of Touches per Contact: 7.5
Q3 Activities:• Advertising campaign
• B2B retargeting
• Field Marketing Event: Aug 7
• # of pipeline opportunities: 4
• Won Deals: 1
• Content Marketing World (Cleveland): September 8
• Prospect Luncheon (Cleveland): September 10
Measure by territory
August
July
Programs executing this quarter:
• Advertising campaign
• B2B Retargeting
• Chicago Field Program
• Cleveland Appt Setting Campaign
• Content Marketing World
Performance Assessment:
• Saw 5 more target accounts engaged this
month.
• 6 key accounts engaged in in-person activities.
• General upswing in engagement, but not as
much as planned.
• Q4 programs increased to address this.
$190,350
$375,500
15
27
DB 1500 vs Non DB 1500 Accounts
Funnel
VelocityASP Close Rate
Enterprise 7% +26% +75%
Mid Market 4% +5% +10%
Advertising -16% +72% +21%
The NEW result…
MARKETING SALES
We reached 50% of your
target accounts this
quarter and contributed
$12.6M in pipeline within
those accounts
And we closed
15 marketing
generated opps
Key Takeaways
SALES• Align Marketing and Sales with the same key
KPI’s will build a winning team
• An account-based marketing approach reduces
marketing budget and sales resource waste
• A sales and marketing strategy around ABM is
producing solid business results throughout the
funnel
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