5 Essential Steps to Build Targeted Campaigns Across Channels

5 ESSENTIAL STEPS to Build Targeted Campaigns Across Channels

John Dering | Director, Marketing Programs Nani Jansen | Sr. Manager, Marketing Programs

Today’s Agenda: 5 Essential Steps

1.  MEASURE the baseline

2.  IDENTIFY your target accounts

3.  DEVELOP your plan

4.  EXECUTE your plan

5.  ITERATE and optimize

Evolution of Account-Based Marketing

1995- 2005 2005-2012 2012>>>

•  Limited in scale (25-50 accounts)

•  Field Mktg centric •  Analog in approach

•  Improved scale •  Email centric •  Industry focused •  Post hand raise •  Reactive

•  Fully scalable (5000+ accounts)

•  Full funnel •  Multiple targeting

options •  Pre hand raise •  Proactive

More marketers are

AWARE of ABM

of B2B companies are aware of ABM.

75%

of marketers say that ABM delivers higher ROI than any other marketing approach.

84%

of B2B companies employing ABM plan to increase their ABM efforts over the next 12 months.

72%

of B2B companies employing ABM plan to invest more in technology over the next 12 months.

61%

More marketers are

USING ABM

of B2B marketers employing ABM stated they are aligned with sales.

91%

of B2B companies said Account-Based Marketing has an impact on marketing’s success.

96%

More marketers are

having

SUCCESS with ABM

Impact of Account-Based Marketing

Focuses on best opportunities

Delivers customer-centric experience

Supports Sales reality

Connects Marketing to revenue

1. MEASURE the baseline

©2016 Copyright Demandbase, Inc. Demandbase Confidential.

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Set benchmarks based on past performance

§  Campaign/Event Evaluation

§  Target vs. Non-Target

§  MQLà Pipeline à Close

§  Velocity, ACV, Close Rate

Understand your sales cycle §  Determine pipeline goals

based on revenue projections and historical conversion metrics

§  Build goals at each level within the organization to support these numbers

Look Backward to Move Forward

Impressions/CPMs

Click-through Rates

Web Traffic

Unique Visitors

Net New Names

Inquiries

MQLs

Conversion Rates

CAMPAIGN Performance from Target Accounts

REVENUE Performance

Lift

Target Account Activity

Opportunities

Pipeline

Closed Revenue

Available to Close

BUSINESS Outcomes

Close Rates

ACV

Funnel Velocity

2. IDENTIFY your target accounts


14

Building a Target Account List

IDENTIFY STAKEHOLDERS

BUILD TARGET LIST SCRUB LIST REFRESH LIST

QUARTERLY


15

Identifying key account attributes

Overall technology applications used

Complexity of website

Social Activity

Revenue

1

2

3

4

Multimedia Technologies Analytics

Marketing Automations

Web Hosting Platforms Live Chat

Identify Target Accounts

Prospects

Customers

Partners

Messaging needs: •  Category/company •  Value proposition •  Customer success

Messaging needs: •  Enablement/how to sell •  New connectors

Messaging needs: •  New features •  Training/support •  Customer success

3. DEVELOP your marketing mix

Develop ABM Marketing Plan

Events & webinars – fewer with greater investment •  What percent of attendees are on

my target account list? Digital campaigns – optimize for the 18% •  How do I provide a consistent,

relevant web experience? Field marketing – lead the strategy, don’t chase requests •  Which regions have the greatest

concentration of target accounts?

Analog and Digital

Passing Intelligence (not leads)

3% 97%

“With Demandbase, it’s like lifting the mask” Holly Bounds, Digital Strategy Leader, GE Energy Management

4. EXECUTE your plan

Overview Background: §  Historically, event was not profitable – but important to maintain product

partnership and awareness with Adobe B2B customers.

Objective: §  Reach target accounts to drive engagement with on-site activities

Strategy: ABM is a B2B Game Changer §  Audience: DB3k + Customers local or attending Conference §  Approach: Use Challenger messaging to promote the change of rules in B2B

marketing and highlight our product capabilities §  Speaking Sessions focusing on Account-Based Marketing §  Measurement: Pipeline generation & ROI

How? §  Account-Based Advertising §  Email Promotion §  Event Microsite §  Social Targeting §  On-site Experience §  Website Personalization §  Analog Alignment

Account-Based Advertising Creative

Audience: •  Customers w/ Adobe •  Prospects w/ Adobe

Email Promotions – Pre-Event Event General Promotion

•  Highlights Key Programs •  Speaking Sessions •  Field Event •  Booth #, Give Away

•  Audience •  Attendees from former years •  Prospects/Customers who use Adobe

Field Event Promotion

•  Focuses specifically on Field Event •  Targets

•  Both Prospects/Customers using Adobe either who have attended or are in the area locally

Event Microsite

Aligns to All Pre-Event Comms •  All Programs Covered and prioritized by

highest impact to Demandbase

•  Consistent Brand Imagery & Messaging

•  CTA’s making content actionable •  Leads to calendar invites

•  Demandbase.com personalized to Adobe Summit Attendees

Booth Design

Extension of Digital Experience •  Consistent Imagery

•  Details Product Values

On-site, Real-Time Invites

Email Promo for field event

Onsite - Social Account Targeting

Monday Tuesday Wednesday Thursday

Alw

ays

- On

Cam

paig

n-B

ased

Demandbase Business Metrics

Responses Close Rate Revenue

Performance YoY -40% +36% +98%

By focusing on accounts that matter to us, we reduced the required interactions while dramatically improving close rates and revenue performance from the sponsorship

5. ITERATE and optimize

Adobe Iteration §  Targeting preferred accounts improves event performance and

optimizes revenue §  Driving across multiple channels ensures reach §  Thought Leadership + intimate campaigns drives results

§  Next Major Event: Dreamforce 2015 §  Minimized Sponsor investment §  Utilized many field events: ABM Workshops

§  Substituted as speaking slots, minimal costs §  Held additional intimate events: Customer Dinner, Sponsored Party –

determine pre-reg list §  Similar investment, drove 2x in pipeline

Measurement

Measure across the funnel §  Measure everything,

but set goals on business drivers

§  Connect everything to revenue

§  Course-correct your plans and spend based on results

§  Connect everything to revenue

§  Measure everything, but set goals on business drivers

Measure across the funnel

Summary: 5 Essential Steps

1.  MEASURE the baseline

2.  IDENTIFY your target accounts

3.  DEVELOP your plan

4.  EXECUTE your plan

5.  ITERATE and optimize

April 20-21 Pier 27, San Francisco

www.MarketingInnovationSummit.com

#B2BSummit