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Bridging the Great Divide:Sales & Marketing Alignment
Chris Golec | Founder & CEOJune 11, 2015
2015 CHIEF MARKETING OFFICER LEADERSHIP FORUM: SPOTLIGHT ON FINANCIAL SERVICES (NEW YORK)
Evolution of B2B Marketing
1995 2000 2005 2010 2015
Get a Web Site
DriveTraffic
FunnelOptimization
What’sNext
1. SiriusDecisions’ “2015 State of Account-Based Marketing”2. Demand Metric “Defining Digital Impact in the B2B Enterprise”
of companies said Account-Based Marketing is “extremely” or “very” important to their efforts. 192%of marketers employing ABM stated they are aligned with sales. 191%
of companies employing ABM plan to invest more in technology over the next 12 months. 1 61%of B2B companies are aware of ABM. 2 75%
Traditional Marketing Metrics
Clicks Visitors LeadsX X X
©2014 Copyright Demandbase, Inc. Demandbase Confidential.
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Misaligned priorities create a chasm
SALESMARKETING
Leads
Personas
Quantity
Individuals
Opportunities
Buyers/Influencers
Quality
Accounts
©2014 Copyright Demandbase, Inc. Demandbase Confidential.
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Result in Misalignment w/ Sales
MARKETING
“We delivered1,238 MQLs this quarter.
+27% above goal!”
SALES
“Marketing isn’t supporting us”
©2014 Copyright Demandbase, Inc. Demandbase Confidential.
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Leads aren’t valued…
of marketing generated leads are
never followed up by sales.
50%
- Miller Pierce, 2014 VOC Study
©2014 Copyright Demandbase, Inc. Demandbase Confidential.
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3 Major Problems Facing B2B
Awareness programs not
targeted
85% of web visitors are not potential
customers*
Static B2B web sites offer no
personalization
80% of web visitors
abandon websites< 5 seconds*
Few quality hand raises and often too late in buying cycle
97% of web visitors
will ignore call to action*
* Analysis on 1 Billion API calls per month from 100+ B2B web sites
©2014 Copyright Demandbase, Inc. Demandbase Confidential.
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B2B Buying has Changed!
SALESCALL
LEAD
SOCIALMEDIA
WEBSITEVISIT
SEARCH
DETERMINEPROBLEM
WEBSITEVISIT
WEB RESEARCH
FRIENDS AND FAMILY
70% of Buying Happens on Your Web Site Before a Hand Raise… So Don’t Wait for Someone to Fill Out a Form!
©2014 Copyright Demandbase, Inc. Demandbase Confidential.
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ABM - It ain’t rocket science
Identify the right accounts
Market to those accounts
Measure by accounts
©2014 Copyright Demandbase, Inc. Demandbase Confidential.
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Why Measure by Account?
TargetAccount
Home PageVisits*
Corp Solutions
Page VisitsLanding Page.
Visits Conversions
178 1 0 0
20 0 0 0
550 3 0 0
995 9 4 0
366 0 0 0
* Cisco-Webex web site traffic for “Top 5” Enterprise targets (1 month)
Plan, Execute & Measure by Account
Awareness
by Account
Engagement
by AccountOpportunities
by AccountBy industryBy revenueBy TerritoryNamed accountsStrategic accountsRenewal accountsCompetitor accountsvs.
clicksvs.
visitorsvs.
leads
A More Interesting Example ofAccount-Based Marketing at Demandbase
©2014 Copyright Demandbase, Inc. Demandbase Confidential.
14
Marketing to VC’s
©2014 Copyright Demandbase, Inc. Demandbase Confidential.
15
“Demandbase Uses it’s Own Tech to Raise a Round”
March 28, 2013
©2014 Copyright Demandbase, Inc. Demandbase Confidential.
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Targeting the Top VC’s (Accounts)
Demandbase targeted select venture capital firms with a personalized display ad to build awareness and show off technology.
www.demandbase.com
©2014 Copyright Demandbase, Inc. Demandbase Confidential.
17
Personalized Off-Site & On-Site Experience
Real-time display of Scale’s Ventures web site image on the Demandbase web site
©2014 Copyright Demandbase, Inc. Demandbase Confidential.
18
Advertising & Web Site Engagement Connected Into CRM
CumulativeWeb SiteActivity
(Page Views)
©2014 Copyright Demandbase, Inc. Demandbase Confidential.
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The More Practical ABM Payoff (2014 Results)
+26%
Deal Size
+7%
Velocity
+75%
Close Rate
