EXPERT ABM
#ExpertABM
MOVING BEYOND DEMAND GEN WITH ABM
Mimi Rosenheim, Snr. Director
Web Marketing, Demandbase
8TH NOVEMBER 2018
© 2017 DEMANDBASE|SLIDE 3
THE THREE TYPES OF ABM… IN PRACTICE
5−50
Accounts
Focus on existing key accounts Customized for each account
Engagement and relationship-focused
Clusters of
5−15
accounts each
Focus on new and existing key
accounts with similar issues
Customized with some personalization
Engagement and lead-focused
100s of
accounts
Focus on relevant new accounts Targeted with light personalization
Lead-focused
Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017
One-to-One
ABM
One-to-Few
ABM
One-to-Many
ABM
HIGH
Investment &
ROI per account
LOW
© 2017 DEMANDBASE|SLIDE 4
ALIGN ON GOALS
Marketing Goals
Sales Goals
Company Goals
Not just a Revenue Goal! • Revenue
• New Logos
• Sales Efficiency
• Net Retention Rate
• Monthly Recurring Revenue
• Upsell/Cross-sell
© 2017 DEMANDBASE|SLIDE 6
IT’S NOT ENOUGH TO FILL THE TOP OF THE GLASS
Traditional Demand Gen Account-Based Marketing
© 2017 DEMANDBASE|SLIDE 7
YOU WANT TO EFFECT THE ENTIRE FUNNEL
SQL SAL PIPELINE CLOSE
82%
49%
24%
96%
64%
42%
17%
51%
75%
© 2017 DEMANDBASE|SLIDE 10
The closer you get to revenue,
the more resources you should allocate!
FOCUS ON THE REVENUE
TAM
Target Market
Target Accounts
AE Top Accts
Oppty
Cust
© 2017 DEMANDBASE|SLIDE 11
THE OLD MODEL OF THE SALES AND MARKETING
MQL
CLO
SE
IDE
NT
IFY
MARKETING SALES
© 2017 DEMANDBASE|SLIDE 12 © 2016 DEMANDBASE # 12
Website visitors
aren’t potential
Customers Demandbase
82% Website visitors
often leave after
10-20 seconds Nielsen Norman Group
60%
Website visitors
never fill out
a form Adobe
97% Buyer’s journey
now done digitally Sirius Decisions
67%
B2B marketers
who believe they
have unreliable
data Heinz Marketing
64% B2B marketers feel
they aren’t using
MAS to its full
potential Sirius Decisions
85%
© 2017 DEMANDBASE|SLIDE 13
STAKEHOLDERS LIKE TO REMAIN ANONYMOUS
SALES
CALL LEAD
SOCIAL
MEDIA
WEBSITE
VISIT
SEARCH
DETERMINE
PROBLEM
WEBSITE
VISIT
WEB
RESEARCH FRIENDS &
FAMILY
INT
ER
ES
T
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.
© 2017 DEMANDBASE|SLIDE 14
WORKING WITH MARKETING IS A “NEED TO HAVE”
OLD MODEL
MQL C
LO
SE
IDE
NT
IFY
MARKETING SALES
MARKETING
SALES
CLO
SE
NEW MODEL
IDE
NT
IFY
© 2017 DEMANDBASE|SLIDE 15
MARKETING NEEDS TO DO MORE AS YOU GET CLOSER TO REVENUE
Budget
As it becomes more of a “sure thing”, don’t be cheap as it relates to your tactics
Personalization
Make sure you’re in lockstep with Sales/CS, so as to reinforce their message
High Touch
Make sure you’re pulling out all the stops to delight the customer
Deeper Segmentation
Engaged vs Non-engaged Contacts
© 2017 DEMANDBASE|SLIDE 16
PIPELINE
Change in Messaging:
Narrow product messaging
ROI
Cost of inaction
Change in Tactics
VIP/Exec Experiences
Direct Mail
Free offers
Metrics that Matter:
Close Rates
Funnel Velocity
© 2017 DEMANDBASE|SLIDE 17
CUSTOMERS
Change in Messaging: Education
Support
Upsell/Cross-sell*
Change in Tactics: Onboarding/Nurture
Stakeholder Contact Acquisition
Direct Mail
Advisory Boards
Executive Sponsors/Engagements
Metrics that matter: Customer Retention
Upsell/Cross-sell
NPS *only if they are ready!
© 2017 DEMANDBASE|SLIDE 18
BUT WHO’S RESPONSIBLE?
CMO
Marketing Operations
Marketing Automation
Business Analyst
VP Demand Gen
Dir. Demand Gen
Sr. Copywriter
Marketing Operations
Customer Marketing
VP Field Marketing
Director of Field Marketing
Partner Marketing Manager
Territory Marketer
Territory Marketer 2
Territory Marketer 3
Territory Marketer 4
VP Digital Marketing
Director of Digital Marketing
SEM/SEO Manager
Advertising
Web Designer
Junior Web Designer
VP Content Marketing
Director of Content
Content Manager
Content Strategy
Editorial Manager
VP Communications
Social Media Director
Social Media Manager
Director of Communications
PR Manager
VP Product Marketing
Dir. Product Marketing
Product Marketing Manager
© 2017 DEMANDBASE|SLIDE 19
BUT WHO’S RESPONSIBLE: CUSTOMERS
CMO
Marketing Operations
Marketing Automation
Business Analyst
VP Demand Gen
Dir. Demand Gen
Sr. Copywriter
Marketing Operations
Customer Marketing
VP Field Marketing
Director of Field Marketing
Partner Marketing Manager
Territory Marketer
Territory Marketer 2
Territory Marketer 3
Territory Marketer 4
VP Digital Marketing
Director of Digital Marketing
SEM/SEO Manager
Advertising
Web Designer
Junior Web Designer
VP Content Marketing
Director of Content
Content Manager
Content Strategy
Editorial Manager
VP Communications
Social Media Director
Social Media Manager
Director of Communications
PR Manager
VP Product Marketing
Dir. Product Marketing
Product Marketing Manager
Customer Marketing: 1. Advocacy
2. Retention/Upsell
NEW ROLE: Customer Revenue Marketing
© 2017 DEMANDBASE|SLIDE 20
BUT WHO’S RESPONSIBLE: PIPELINE
CMO
Marketing Operations
Marketing Automation
Business Analyst
VP Demand Gen
Dir. Demand Gen
Sr. Copywriter
Marketing Operations
Customer Marketing
VP Field Marketing
Director of Field Marketing
Partner Marketing Manager
Territory Marketer
Territory Marketer 2
Territory Marketer 3
Territory Marketer 4
VP Digital Marketing
Director of Digital Marketing
SEM/SEO Manager
Advertising
Web Designer
Junior Web Designer
VP Content Marketing
Director of Content
Content Manager
Content Strategy
Editorial Manager
VP Communications
Social Media Director
Social Media Manager
Director of Communications
PR Manager
VP Product Marketing
Dir. Product Marketing
Product Marketing Manager
Existing Structure: Field Marketing
NEW ROLE: Pipeline Marketing
© 2017 DEMANDBASE|SLIDE 21
BUT WHO’S RESPONSIBLE: NEW ORGANIZATION
CMO
VP, Corporate Marketing
Brand
Content Marketing
Designer
Events/Tradeshows
Website
Marketing Operations
Technology
Business Analyst
Channel Marketing Director, PR/Comms
Social Media Mgr
PR Mgr
VP, Revenue Marketing
Director of Customer Marketing
Advocacy
Revenue
Director of Field Marketing
Territory Marketer
Territory Marketer 2
Territory Marketer 3
Territory Marketer 4
Director of Marketing Programs
Webinars
Direct Mail
SEM/SEO Manager
Advertising
VP Product Marketing
Dir. Product Marketing
Product Marketing Manager
• Focus on Accounts &
Segments
• Bring all resources to
the table
• Map to Sales needs
• Do what is right for
the business!