The Future of B2B Marketing Automation

ABM and the Future of Marketing Automation

Charlie BankerSr. Account Executive Demandbase Austin, TX

Kyle GutkeSr. Sales Engineer Demandbase Pleasant Grove, UT

©2016 Copyright Demandbase, Inc. Demandbase Confidential.

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Digital habits have changed B2B buying

67-90%

40%more stakeholders than 4 years ago.— IDC

through the buying process before they reach out to a vendor.— Forrester


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B2B Marketers face several challenges

Attract the right audience 1

Engage with the right content 2

Produce better leads 3

Understand whether programs are working, and prove ROI 4

82% of B2B website visitors are not potential customers

60% of website visitors bounce w/o interaction after one page

97% of website visitors ignore calls-to-action and remain unknown

67% of CMOs struggle to prove the long-term impact of spending


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The Sales and Marketing Divide

MARKETING SALES

Leads

Personas

Quantity

Individuals

Opportunities

Buyers/Influencers

Quality

Accounts

of marketing generated leads are

never followed up by sales.

50%

- Miller Pierce, 2014 VOC Study

50% of marketing generated leads are

never followed up by sales.

Leads aren’t valued


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Why Account-Based Marketing?

Focuses on best

opportunities Delivers

customer-centric experience

Supports Sales reality

Connects Marketing to revenue


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Identify ABM as “Very Important” to their marketing efforts

87%

Source: Sirius Decisions 2016 ABM Survey

“Account-Based Marketing” search interest


•  Reach target accounts across mulitple channels

•  Choose systems that can target and engage accounts

ABM: The Sum is Greater Than its Parts

•  Foundational systems for ABM strategy

•  Includes many tech’s B2B marketers already using

Why Account-Based Marketing Automation?


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Organize contacts into company objects for account-based campaigns

Account-Based Marketing

AutomationAutomated account data append for all contacts in Oracle Eloqua

Real-time append of account data to shorten forms

Account Score based on known & anonymous buying signals

in partnership with:

Build Dynamic Segments Segment Accounts by Engagement:

▶  Known ▶  Anonymous

Target Buyer Teams at High Value, Engaged Accounts

Reach All Contacts from Accounts when Linked

Account-Based Marketing by Engagement

Segment accounts by engagement

Deliver the right program to the right account in Campaign Canvas

Prioritize the Hottest Accounts for Sales

Focus scoring on the most valuable accounts

Scoring the most engaged accounts, even if the activity is anonymous

Account-Based Marketing Automation In Action

ABM Automation Example

Marketing Challenges: Known and Unknown contacts in Oracle Eloqua Missing Firmographic data Infogroup wants to do Account-Based Marketing directly from Oracle Eloqua

Customer: Infogroup Vertical: Software & Tech Key Account: Dell.com

Audience Segment: Dell.com

ABMA Campaign Creation

Configuration Screen- Company Match

Configure Mapping of Firmographic Data

Post Processing Results

Lead-to-Account Roll up

Interested in ABM Automation? Account-Based Marketing Automation combines the functionality of Demandbase Real-time Forms and Data Append for Oracle Eloqua customers, adding in Anonymous engagement scoring. Current Oracle Eloqua Refresh Connector customers:

▶  Product sunsets Dec 2016 ▶  Contact your CSM to migrate to the new version.

Current Real-Time Forms customers: ▶  We encourage you to move to Account-Based Marketing Automation. ▶  Check with your CSM, some customers may already have this included as

part of their forms solution.

New customers: ▶  Real-time Forms will no longer be available on it’s own, it is now repackaged

as Account-Based Marketing Automation.


Want to learn more?

Please reach out to… Charlie Banker, Sr. Account Executive D: 512.680.1483 [email protected]