#B2BMX

Going “All-In” On A Targeted Account Strategy

Jennifer Dimas, Plex Systems

#B2BMX

Target audience: Manufacturers (Both Discrete & Process) Selling Cycle

SMB 6-9 month cycle ENT 12-18 month cycle

Decision makers SMB 2-5 ENT 8+

ADS SMB $75K ENT $300K

A Little About

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Why We Are Account Based?

100% Focused

100% Aligned

100% Accountable

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Defining Targets

MarketingStrategy

Sales

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Defining Your Targets is the Key

TransportationAutomotiveFabricated MetalsAerospace & Defense

High TechIndustrial Machinery & ComponentsPlastics, Rubber & Packaging

Food & Beverage, Sweet Spot

AutomotiveFabricated MetalsConstruction & AgricultureAerospace & Defense

Electronics ComponentsElectrical ComponentsIndustrial MachineryPlastics & RubberOil & Gas EquipmentOther Discrete

Food & Beverage

2015 Verticals 2016 Verticals

AutomotiveFabricated MetalsIndustrial Machinery & Components

High TechPlastics, Rubber & PackagingAerospace & Defense

Food & Beverage, Sweet Spot+2H Market

Emerging Industries

Food & Beverage

Transportation

High Tech & Industrial

Food & Beverage

Automotive

General Manufacturing

Process Manufacturing

2017 Verticals

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Plex Target Market     >70% Product Fit   

     60-70% Product Fit   

     <60% Product Fit

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2017 ENT US Territory Map

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What going “all in” means to us…. Named Account Territories Equally weighted patches Efficiencies in Time & Investment focus on accounts that

are most likely to become customers Aligned Marketing for Demand Gen- w outbound direction

from Sales Clear guidelines for Sales & Partner Generated Demand

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Integrated Team Structured by Buyer’s JourneyUnengaged

Engaged

Inquiry

MQL

Pipeline

Win

TOFU

MIFU

Customer*Hotel California Nurture + Insufficient Data=  3,070

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ENGAGEMENT A digital sign of intent

HANDRAISEUnqualified response to a marketing tactic 

INQUIRYResponse to marketing tactic from a target 

account

MQLMarketing Qualified Lead 

PIPELINEMulti-stage (2-5) progression of an opportunity

SALSales Accepted Lead 

AWARENESSTarget Accounts & Influencers

CLOSED/WON

TARGET ACCOUNTSUnengaged to engaged – 20% of Demand Spend 

Engaged to Inquiry – 30% of Demand Spend 

Inquiry to Qualified Lead –45% of Demand Spend

Qualified Lead to Pipeline –5% of Demand Spend

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MQL: Marketing Qualified Lead A saleable appointment with

The right company The right person (an influencer or

decision maker) Who understands they have a

business problem Who knows Plex may be able to

help them address this problem Who is willing to have a meeting

with a rep to discuss next steps

Handraises

Inquiries

MQLSALPipe$$

Handraises

Inquiries

MQL

SAL

Pipeline

Win

ACCOUNTS

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Warmer

Reframe

Rational Drowning

New Way Forward

Solution

Emotional Impact

Challenging Across the Buyer’s Journey

Tone Spark Introduce Confront

Content Type Disruptive Motivational Prescriptive

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SparkDisrupt

IntroduceMotivate

ConfrontPrescribe

Commercial InsighteBook Analyst ReportEmail/Blog

Marketing Sales

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Aligning the Message to the Buyer’s Stage

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The New Plex.com

Industry IP Targeting Automotive IP Served Generic Auto Banner Quality Banner and CTA in Grey Bar Increased Conversion F&B Homepage for Process visitors

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Geo IP Targeting Canadian IP Served Canadian Banner Mexico IP directed to Mexico Site

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Account Phase IP Targeting Customer-Focused Content

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Web Programs –Remarketing by Segment

Visitors that have not converted on Plex.com are served Plex ads across various networks

AutomotiveGeneral

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TOFU Campaign Structure

Automotive DX Progressive ProfilingGen Manf DX F&B DX DemandCaster Hotel California

Weekly/Bi-Weekly Email sends by industry On-going Nurture Drip

Content Syndication

SEO/SEM/YouTube

Re-targeting

Sales Intro Kits

Social

Outbound Calling by BDRs based on Engagement Score

3rd Party Advertising in Industry Pubs

Content Targeting

Industry Events

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Plex.com Traffic 2014-2016• YOY - December web

traffic declined 13% due to:

– PPC traffic was realigned to drive relevant traffic and declined by 57%

– December traffic last year was driven from Centro display network (bad traffic source)

•Month over Month traffic increased by 4%

JAN FEB MAR APR MAY JUN JUL AUG SPT OCT NOV DEC0

20000

40000

60000

80000

100000

120000

140000

160000

2014 2015 2016

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Target Accounts Website VisitsYear over Year • December target traffic

increased by 22%*

Month over Month • Traffic increased 30% • Target breakdown

• Pipeline 29%• Prospects -9%• Customers 5%

* Feb16 list upload issues

15-Jan

16-Jan 

15-Feb

16-Feb

15-M

ar16

-Mar

15-Apr

16-Apr

15-M

ay16

-May

15-Jun

16-Jun

15-Jul

16-Jul

15-Aug

16-Aug

15-Sep

16-Sep

15-O

ct16

-Oct

15-N

ov16

-Nov

15-Dec

16-Dec

0

1000

2000

3000

4000

5000

6000

7000

8000

Web Traffic  - Target Accounts

Customer Target Pipeline Total   **

BOOST AWARENESS AS CLOUD LEADER Target

Volume of Coverage Articles/blog posts, research & mentions 30 Articles/Quarter (10 earned/20 placed)

Sentiment Top 20 Ind Analyst Rel. & Analyst Content G:>8 + Content KPI; Y: Miss1; R: Miss 2

Web Visits to plex.com All Quarterly Web Visits 15% Increase Y/Y (quarterly numbers)

Social Impressions/Content Reach Audience Growth + Engagement G: Meeting 1% & 10% Y: Miss 1; R: Miss 2

ACCELERATE GROWTH ACROSS PIPELINE SEGMENTS Target

Demand Creation (New Logo) Quarterly Handraise & Inquiry Targets To Plan

Pipeline Contribution (New Logo) Quarterly MQL/SAL Targets To Plan

Web Visits from Target Accounts Prospect, Pipeline and Customer Visits 25% Increase Y/Y (Quarterly numbers)

Reach- DB Health Contact Coverage on Target Accounts G: <=17% Empty Accounts; Y: 18-22%; R: >=23%

Marketing Influence on Wins Won Opportunities w Mktg Touches 100% of New Logo Wins

IGNITE & LEVERAGE CUSTOMER LOYALTY Target

PLEX Customer Community Engagement Increase Participation G: >7% , Y: 5-7%, R: Less than 5%

Reference Customers Increase of Mktg References in DB 8 New Per Quarter + 3 Enterprise Customer

Customer Assets New Customer Assets per Qtr 25+ New Per Quarter

INFRASTRUCTURE & PROCESS TO SCALE Target

People:Programs Ratio People : Programs Ratio 50:50

Budget Mgmt Accuracy Against Final Qtrly Forecast +/- 2%

Employee Retention Maintenance of Resource Capacity 100%

Cloud City Engagement Employee Participation Engagement Target 154

2016 Marketing DashboardQ1 Q2 Q3 Q4Achievement

14/30

8.97

-3%

1.04% & 4%

120%

86%

39%

22%

57/43

-0.3%

90%

183

6%

8 & 3

27

95%

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Why Go Account Based?

100% Focused

100% Aligned

100% Accountable

#B2BMX