© SevOne, Inc. All Rights Reserved.© SevOne, Inc. All Rights Reserved.
Account Based Marketing Measurement Gets Real
© SevOne, Inc. All Rights Reserved.
Identifying Target Accounts
Understanding Your Target Accounts’ Demand Cycle
Executing Programs
Analyzing Results
4 Critical Components of a Successful ABM Strategy
© SevOne, Inc. All Rights Reserved.
Measuring Marketing Is Easy!
© SevOne, Inc. All Rights Reserved.
SevOne Targets
Large Enterprise
Everyone Else
Global 2000
© SevOne, Inc. All Rights Reserved.
Tommy JenkinsDirector, Global Demand – SevOne @jenkinstp
linkedin.com/in/jenkinstommy
© SevOne, Inc. All Rights Reserved.
SevOne: The Digital Infrastructure Management Company
59%CAGROver past 5 years
Global presence with key offices in Boston, Bulgaria, London, and Singapore
500+ employees
$200 MillionFunding since 2012
24%Aenean eu euismod sem. Aliquam nulla dolor, malesuada quis mi a, consequat
79.5 BillionData points per day monitored by just 1 customer
© SevOne, Inc. All Rights Reserved.
What Does a SevOne Deal Look Like?
May 2014
June 2014
July 2014
Aug 2014
Sept 2014
Oct 2014
Nov 2014
Dec 2014
Jan 2015
Feb 2015
Mar 2015
Apr 2015
May 2015
June 2015
July 2015
Aug 2015
Mgr of Network
Trade-show
Mgr of Network
Trade-show
Mgr of Service
Down-load
White-paper
Dir of Infra
White-paper
IT Ops White-paper
IT Mgr White-paper
Analyst White-paper
White-paper
Opp Created Opp Resumes Opp WonOpp Stalls
© SevOne, Inc. All Rights Reserved.
Mgr of Network
Tradeshow Rep has meeting Opp CreatedRep calls
Mgr of Network
Tradeshow Converts to Contact
Rep calls
Mgr of Service Download Converts to ContactRep calls
Dir of InfraIT Ops
IT ManagerAnalyst
Whitepaper
Abandoned Lead
The Funnel?
© SevOne, Inc. All Rights Reserved.
If Not a Funnel, Then What?
© SevOne, Inc. All Rights Reserved.
Building the Foundation for Measuring ABM
Data Platform
© SevOne, Inc. All Rights Reserved.
The Right Data
Campaign Hierarchy• Campaign Type
• Campaign Type Detail
• Play (Parent)
Account Hierarchy• Account Type
• Target Account
• Geo / Region
© SevOne, Inc. All Rights Reserved.
Campaigns
Campaign Hierarchy• Campaign Type
• Campaign Type Detail
• Play (Parent)
Offers vs. Tactics
© SevOne, Inc. All Rights Reserved.
Offers and Tactics Together
© SevOne, Inc. All Rights Reserved.
Accounts
Account Hierarchy• Account Type
• Target Account
• Geo / Region
© SevOne, Inc. All Rights Reserved.
Piecing Together the Puzzle
© SevOne, Inc. All Rights Reserved.
What is Marketing Attribution?Marketing attribution is the measure of marketing’s impact on sales opportunities based on a combination of relevant interactions in an account throughout the sales cycle.
The purpose of attribution is NOT to give marketing credit for sales. Its purpose is to help us make better decisions.
© SevOne, Inc. All Rights Reserved.
What is Marketing Attribution?
May 2014
June 2014
July 2014
Aug 2014
Sept 2014
Oct 2014
Nov 2014
Dec 2014
Jan 2015
Feb 2015
Mar 2015
Apr 2015
May 2015
June 2015
July 2015
Aug 2015
Mgr of Network
Trade-show
Mgr of Network
Trade-show
Mgr of Service
Down-load
White-paper
Dir of Infra
White-paper
IT Ops White-paper
IT Mgr White-paper
Analyst White-paper
White-paper
Opp Created Opp Resumes Opp WonOpp Stalls
© SevOne, Inc. All Rights Reserved.
The Right Platform Speed to value Data Credibility Flexibility Complete view of an account
Choosing an Account Based Marketing Attribution Platform
© SevOne, Inc. All Rights Reserved.
Flexibility Robust filters Data hierarchy Multiple attribution
models Look through the lens
of campaign, account, and opportunity
© SevOne, Inc. All Rights Reserved.
Using ABM Attribution Data for Planning
© SevOne, Inc. All Rights Reserved.
The Salesforce Gap
Accounts
Contacts
Opportunities
Leads
© SevOne, Inc. All Rights Reserved.
May 2014
June 2014
July 2014
Aug 2014
Sept 2014
Oct 2014
Nov 2014
Dec 2014
Jan 2015
Feb 2015
Mar 2015
Apr 2015
May 2015
June 2015
July 2015
Aug 2015
Mgr of Network
Trade-show
Mgr of Network
Trade-show
Mgr of Service
Down-load
White-paper
Dir of Infra
White-paper
IT Ops White-paper
IT Mgr White-paper
Analyst White-paper
White-paper
Opp Created Opp Resumes Opp WonOpp Stalls
© SevOne, Inc. All Rights Reserved.
A Complete View of an Account
© SevOne, Inc. All Rights Reserved.
Funnels and ABM Living Together???