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Sales Vs. Marketing at
Demandbase How Account-Based Marketing
Brought us Together
Gabe Rogol
VP Sales
Demandbase
Twitter: @gaberogol
Email: [email protected]
@Demandbase
#b2bmarketing
Shari Johnston
Sr. Director of Integrated Marketing
Demandbase
Twitter: @shariajohnston
Email: [email protected]
Sales and Marketing…
Can’t we all
just get along?
Key Topics
MARKETING SALES • How we aligned marketing and sales to build a
winning team
• Using Account-Based Marketing to optimize our
marketing budget and sales resources
• Showcasing how this strategy improved
conversion rates and results throughout the
funnel
The sales and marketing divide
MARKETING SALES
Leads
Personas
Quantity
Individuals
Opportunities
Buyers/Influencers
Quality
Accounts
MARKETING SALES
The result…
Marketing isn’t
supporting us
We delivered
1,238 MQLs this quarter.
+27% above goal!”
Focusing on volume wastes time and money
4.4% Inquiries
Convert
.03% Inquiries to
closed/won
Source: Sirius Decisions
Leads aren’t valued…
of marketing generated leads are never followed up by sales.
50%
- Miller Pierce, 2014 VOC Study
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
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
✖
✖
✔
Why Account-Based Marketing?
• Ensures attention is given to top prospects/customers
• Defines growth and timing based on account specifics
• More efficient with a defined universe
• Delivers on their target accounts
• Linked to greater customer satisfaction and retention
• Customers experience less noise, respond at higher
rates to more relevant outreach
Focuses on Best Opportunities
Supports Sales Reality
Delivers Customer-Centric Experience
ABM - It ain’t rocket science
Identify the right accounts
Market to those accounts
Measure by accounts
Account-Based Marketing at
Demandbase
The Process
1
2
3
4
5
6
Identify stakeholders in marketing and sales
Use predictive analytics to help establish target account list
Scrub list with sales and marketing stakeholders
Develop marketing and sales engagement plans around those accounts
Execute marketing programs
Refresh target list quarterly
Predictive Analytics
Identifying common business characteristics of customers and pipeline accounts to establish a list of high value prospects
For Demandbase, this was NOT about lead scoring
3
2
1
Identifying key account attributes
Multimedia
Technologies Analytics Marketing
Automations
Web Hosting
Platforms Live Chat
4
Overall technology applications used
Complexity of website
Social Activity
Revenue
The DB 1500
Confidential | © Demandbase 2014 All rights reserved.
Segment by key industries
Source: US Census Bureau
Software & Technology
Business Services
Financial Services
Manufacturing
Telecommunications
1
2
3
4
5
Sales Org Structure
Common Structure to Demandbase sales org,
geographic/revenue bands:
Enterprise
Mid-market
Key Account reps
Vertical reps
Customer Success
Territory and account planning
WHO
MARKETING
SALES
SDR
WHAT
OVERVIEW
BRAINSTORM
ALIGN
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
Field event prioritization
How it impacts Sales workflow
DB1500 Integrated Campaign
Ad Example
Bizo Integrated Campaign
Personalize the experience
Confidential | © Demandbase 2014 All rights reserved.
Account Based Marketing Results
Measure by territory
August
July
Programs executing this quarter:
• Advertising campaign
• B2B Retargeting
• Chicago Field Program
• Cleveland Appt Setting Campaign
• Content Marketing World
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
3
2
1
4
Making marketing data accessible to Sales
Sales Accelerator: Giving Sales the ability to quickly
understand: Are we advertising to my key accounts?
How is website engagement trending?
What content are they most interested in?
Are there any anomalous behavior patterns?
DB 1500 vs Non DB 1500 Accounts
Funnel
Velocity ASP Close Rate
Enterprise 7% +26% +75%
Mid Market 4% +5% +10%
Advertising -16% +72% +21%
The NEW result…
MARKETING SALES
We reached 50% of your
target accounts this
quarter and contributed
$12.6M in pipeline within
those accounts
And we closed
15 marketing
generated opps
Key Takeaways
SALES • Align Marketing and Sales with the same key
KPI’s will build a winning team
• An account-based marketing approach reduces
marketing budget and sales resource waste
• A sales and marketing strategy around ABM is
producing solid business results throughout the
funnel
Gabe Rogol
VP Sales
Demandbase
Twitter: @gaberogol
Email: [email protected]
@Demandbase
#b2bmarketing
Shari Johnston
Sr. Director of Integrated Marketing
Demandbase
Twitter: @shariajohnston
Email: [email protected]
Thank you!
Sales vs. Marketing at
Demandbase How Account-Based Marketing
Brought us Together
