#B2BMX

Going “All-In” On A Targeted Account Strategy

Jennifer Dimas, Plex Systems

#B2BMX

▪ Target audience: Manufacturers (Both Discrete & Process) ▪ Selling Cycle

▪ SMB 6-9 month cycle▪ ENT 12-18 month cycle

▪ Decision makers▪ SMB 2-5▪ ENT 8+

▪ ADS ▪ SMB $75K▪ ENT $300K

A Little About

#B2BMX

Why We Are Account Based?

100% Focused

100% Aligned

100% Accountable

#B2BMX

Defining Targets

Marketing

Strategy

Sales

#B2BMX

Defining Your Targets is the Key

Transportation

Automotive

Fabricated Metals

Aerospace & Defense

High Tech

Industrial Machinery & Components

Plastics, Rubber & Packaging

Food & Beverage, Sweet Spot

Automotive

Fabricated Metals

Construction & Agriculture

Aerospace & Defense

Electronics Components

Electrical Components

Industrial Machinery

Plastics & Rubber

Oil & Gas Equipment

Other Discrete

Food & Beverage

2015 Verticals 2016 Verticals

Automotive

Fabricated Metals

Industrial Machinery & Components

High Tech

Plastics, Rubber & Packaging

Aerospace & Defense

Food & Beverage, Sweet Spot

+2H Market

Emerging Industries

Food & Beverage

Transportation

High Tech & Industrial

Food & Beverage

Automotive

General Manufacturing

Process Manufacturing

2017 Verticals

#B2BMX

Plex Target Market >70% Product Fit

60-70% Product Fit

<60% Product Fit

#B2BMX

2017 ENT US Territory Map

#B2BMX

What going “all in” means to us….

▪ Named Account Territories

▪ Equally weighted patches

▪ Efficiencies in Time & Investment focus on accounts that are most likely to become customers

▪ Aligned Marketing for Demand Gen- w outbound direction from Sales

▪ Clear guidelines for Sales & Partner Generated Demand

#B2BMX

Integrated Team Structured by Buyer’s JourneyUnengaged

Engaged

Inquiry

MQL

Pipeline

Win

TOFU

MIFU

Customer*Hotel California Nurture + Insufficient Data= 3,070

#B2BMX

ENGAGEMENT A digital sign of intent

HANDRAISEUnqualified response to a marketing tactic

INQUIRYResponse to marketing tactic from a target

account

MQLMarketing Qualified Lead

PIPELINEMulti-stage (2-5) progression of an opportunity

SALSales Accepted Lead

AWARENESSTarget Accounts & Influencers

CLOSED/WON

TARGET ACCOUNTSUnengaged to engaged – 20% of Demand Spend

Engaged to Inquiry – 30% of Demand Spend

Inquiry to Qualified Lead –45% of Demand Spend

Qualified Lead to Pipeline –5% of Demand Spend

#B2BMX

MQL: Marketing Qualified Lead

▪ A saleable appointment with

▪ The right company

▪ The right person (an influencer or decision maker)

▪ Who understands they have a business problem

▪ Who knows Plex may be able to help them address this problem

▪ Who is willing to have a meeting with a rep to discuss next steps

Handraises

Inquiries

MQL

SAL

Pipe

$$

Handraises

Inquiries

MQL

SAL

Pipeline

Win

ACCOUNTS

#B2BMX

Reframe

Challenging Across the Buyer’s Journey

Tone Spark Introduce Confront

Content Type Disruptive Motivational Prescriptive

#B2BMX

Spark

Disrupt

Introduce

Motivate

Confront

Prescribe

Commercial InsighteBook Analyst ReportEmail/Blog

Marketing Sales

#B2BMX

Aligning the Message to the Buyer’s Stage

#B2BMX

The New Plex.com

Industry IP Targeting▪ Automotive IP Served Generic Auto Banner

▪ Quality Banner and CTA in Grey Bar Increased Conversion

▪ F&B Homepage for Process visitors

#B2BMX

Geo IP Targeting▪ Canadian IP Served Canadian Banner

▪ Mexico IP directed to Mexico Site

#B2BMX

Account Phase IP Targeting▪ Customer-Focused Content

#B2BMX

Web Programs –Remarketing by Segment

▪ Visitors that have not converted on Plex.com are served Plex ads across various networks

Automotive

General

#B2BMX

TOFU Campaign Structure

Automotive DXProgressive

ProfilingGen Manf DX F&B DX DemandCaster Hotel California

Weekly/Bi-Weekly Email sends by industry On-going Nurture Drip

Content Syndication

SEO/SEM/YouTube

Re-targeting

Sales Intro Kits

Social

Outbound Calling by BDRs based on Engagement Score

3rd Party Advertising in Industry Pubs

Content Targeting

Industry Events

#B2BMX

Plex Enterprise Systems

Development

& Research

Marketin

g

Global Support

& Services

Sales

IT Services Data Center Finance/HR & HR

#B2BMX

Plex Marketecture

TRANSACTIONAL PLATFORMS

WEB & ASSET MANAGEMENT PLATFORM COMMUNITY PLATFORM

DATA ANALYTICS SOCIAL OTHER

#B2BMX

Plex.com Traffic 2014-2016• YOY - December web

traffic declined 13% due to:

• PPC traffic was realigned to drive relevant traffic and declined by 57%

• December traffic last year was driven from Centro display network (bad traffic source)

•Month over Month traffic increased by 4%

#B2BMX

Target Accounts Website VisitsYear over Year • December target traffic

increased by 22%*

Month over Month • Traffic increased 30% • Target breakdown

• Pipeline 29%• Prospects -9%• Customers 5%

* Feb16 list upload issues**

BOOST AWARENESS AS CLOUD LEADER Target

Volume of Coverage Articles/blog posts, research & mentions 30 Articles/Quarter (10 earned/20 placed)

Sentiment Top 20 Ind Analyst Rel. & Analyst Content G:>8 + Content KPI; Y: Miss1; R: Miss 2

Web Visits to plex.com All Quarterly Web Visits 15% Increase Y/Y (quarterly numbers)

Social Impressions/Content Reach Audience Growth + Engagement G: Meeting 1% & 10% Y: Miss 1; R: Miss 2

ACCELERATE GROWTH ACROSS PIPELINE SEGMENTS Target

Demand Creation (New Logo) Quarterly Handraise & Inquiry Targets To Plan

Pipeline Contribution (New Logo) Quarterly MQL/SAL Targets To Plan

Web Visits from Target Accounts Prospect, Pipeline and Customer Visits 25% Increase Y/Y (Quarterly numbers)

Reach- DB Health Contact Coverage on Target Accounts G: <=17% Empty Accounts; Y: 18-22%; R: >=23%

Marketing Influence on Wins Won Opportunities w Mktg Touches 100% of New Logo Wins

IGNITE & LEVERAGE CUSTOMER LOYALTY Target

PLEX Customer Community Engagement Increase Participation G: >7% , Y: 5-7%, R: Less than 5%

Reference Customers Increase of Mktg References in DB 8 New Per Quarter + 3 Enterprise Customer

Customer Assets New Customer Assets per Qtr 25+ New Per Quarter

INFRASTRUCTURE & PROCESS TO SCALE Target

People:Programs Ratio People : Programs Ratio 50:50

Budget Mgmt Accuracy Against Final Qtrly Forecast +/- 2%

Employee Retention Maintenance of Resource Capacity 100%

Cloud City Engagement Employee Participation Engagement Target 154

2016 Marketing DashboardQ1 Q2 Q3 Q4Achievement

14/30

8.97

-3%

1.04% & 4%

120%

86%

39%

22%

57/43

-0.3%

90%

183

6%

8 & 3

27

95%

#B2BMX

Why Go Account Based?

100% Focused

100% Aligned

100% Accountable