Bridging the Great Divide: Using Account-Based Marketing to Connect Sales and Marketing

Bridging the Great Divide: Using Account Based Marketing to connect Sales and Marketing

Peter Isaacson CMO

©2015 Copyright Demandbase, Inc. Demandbase Confidential.

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The sales and marketing divide

MARKETING SALES

Leads

Personas

Quantity

Individuals

Opportunities

Buyers/Influencers

Quality

Accounts


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The result…

MARKETING

“We delivered 1,238 MQLs this quarter.

+27% above goal!”

SALES

“Marketing isn’t supporting us”


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Focusing on volume wastes time and money

4.4% Inquiries Convert

.03% Inquiries to closed/won

Source: Sirius Decisions


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Leads aren’t valued…

of marketing generated leads are never followed up by sales.

50%

- Miller Pierce, 2014 VOC Study


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The buying process happens before the lead is created

SALES CALL LEAD

SOCIAL MEDIA

WEBSITE VISIT

SEARCH

DETERMINE PROBLEM

WEBSITE VISIT

WEB RESEARCH FRIENDS

AND FAMILY

Typical B2B Buying Process


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B2C and B2B are different

TARGET

DECISION MAKER

SALES

BUYING CYCLE

BUYING DECISION

QUALIFICATIONS

COST OF SALE

Target accounts

Buying Groups

Low transaction volume Typically high value

Long Months

Rational

Company attributes

High

Masses

Individual

High transaction volume Typically low value

Short Impulse - days

Emotional

Taste, Behavior, Lifestyle

Low

B2C B2B


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B2B can’t use B2C tactics

Spray and Pray •  Quantity ≠ quality •  Wasted resources

Persona Marketing •  Targeting based on behaviors •  Right person, wrong company

Targeting Accounts •  B2B buys & sells by account •  Aligns marketing with sales/revenue ✔


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Account-Based Marketing

Identify the companies most likely to buy, and then market to them


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Account-Based Marketing

Identify the companies most likely to buy, and then market to them

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. 1 92% of marketers employing ABM stated they are aligned with sales. 1 91%

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%


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Why Account-Based Marketing?

•  Ensures attention is given to top prospects/customers

•  Defines growth and timing based on account specifics

Focuses on best opportunities

•  More efficient with a defined universe •  Delivers on their target accounts

Supports sales reality

•  Linked to greater customer satisfaction and retention

•  Customers experience less noise, respond at higher rates to more relevant outreach

Delivers customer-centric

experience

Account-Based Marketing at Demandbase


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The process

§  Identify stakeholders in marketing and sales §  Establish target account list

§ Both marketing and sales stakeholders

§  Develop marketing and sales engagement plans around those accounts

§  Execute marketing programs §  Measure §  Refresh target list quarterly


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Identifying key account attributes

Overall technology applications used

Complexity of website

Social Activity

Revenue

1

2

3

4

Multimedia Technologies Analytics

Marketing Automation

Web Hosting Platforms Live Chat


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The DB3K


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Segment by sales regions

Source: US Census Bureau


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Territory and account planning

Overview +

Brainstorm +

Align

Marketing +

Sales +

SDR

WHO WHAT


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The territory planning process

Marketing Planning

Demand Generation

Field Marketing

Database Campaigns

Sales Team Presentations

Review Programs

Brainstorm Additions

Align Account Focus

DB1500+

Final Plan Additional Territory Activities

Monthly Review

Perf Man Analysis

Program Execution

Recommended Edits

-4 weeks

End of 1st and 2nd Months

-2 weeks

Quarter Start


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Field event prioritization


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Target Geo: Midwest

Total Accounts in Territory: 270 •  # Touched by Q3 Programs: 135 •  Average # of Contacts per account: 6 •  Average # of Touches per Contact: 7.5

Q3 Activities: •  Advertising campaign •  B2B retargeting •  Field Marketing Event: Aug 7

•  # of pipeline opportunities: 4 •  Won Deals: 1

•  Content Marketing World (Cleveland): September 8 •  Prospect Luncheon (Cleveland): September 10


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Personalize the experience


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Measure by territory

Programs executing this quarter: •  Advertising campaign

•  B2B Retargeting •  Chicago Field Program •  Cleveland Appt Setting Campaign •  Content Marketing World

August

July

Performance Assessment: •  Saw 5 more target accounts engaged this

month. •  6 key accounts engaged in in-person activities. •  General upswing in engagement, but not as

much as planned. •  Q4 programs increased to address this.

$190,350

$375,500

15

27


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DB3k vs Non DB3k Accounts

Sales Team Close Rate ACV Funnel Velocity

Enterprise +285% +35% +2%

Mid Market +166% +40% -20%

Advertising +57% +31% +65%